Email Marketing & CRM
A highly relevant set of automated email flows, triggered by events such as purchase is a super effective, low cost channel to drive repeat sales and engage customers.
Automations are absolutely worth the upfront effort, once built they should be timely and relevant - best of all they just send behind the scenes.
Avoid spamming but don’t be afraid to regularly email your customers with newsletters. If content is relevant, interesting or valuable to them they won’t mind receiving them.
Segmentation plays a critical role in making sure the messaging is relevant and resonates.
Email Marketing Q&A
What system should I use for email?
Klaviyo is the ‘Shopify’ or ‘Canva” equivalent of the email world. Easy and intuitive to use, with all the sophistication you’ll need. However, with the right strategy and segmentation any platform can likely deliver what you need, perhaps just with slightly less sophistication and ease.
What makes an email successful?
Subject Header - there’s no point creating a fantastic email if hardly anyone opens it!
Simplicity - not too long, easy to read on mobile, as single-minded as possible.
Personalisation & Relevancy - think about the audience and how you can make the copy as engaging and relevant as possible for them. Avoid a one size fits all email - as an absolute minimum segment your emails by purchased and not purchased.
What performance data is important?
Open Rate - this is how you judge the effectiveness of your subject headers and intro copy. Test different subject headers to see what works best.
Click Through Rate - you want as many people to click through as possible, however don’t assume that if they don’t the email hasn’t been effective… they may come back later, directly, having been prompted by the email.