Getting Started With Email Marketing

If 2023 is the year you vowed to tackle email marketing for the first time, and you don't know where to start, I'm here to help.

Here is where you should focus your efforts:

1. Data capture - you need to make sure you have an email base to talk to, so data capture should be the first thing you do. As well as a sign up box on the footer of your website, add a pop up to new visitors with a welcome incentive. This is key to entice them to sign up in the first place, and also to convert them from leads to customers.

2. Welcome flow - once you've got somebody to sign up, the onboarding process is really important. Invite them to follow you on social media, and inspire them to shop with their welcome offer. Don't forget to include 2-3 more emails in the Welcome Flow, to communicate your brand story and USPs and highlight your best selling categories/products.

3. Abandoned Cart flow - after the Welcome flow, this is likely going to be your biggest revenue driver. Have this email go from your email tool (e.g. Klaviyo), not your e-commerce platform (e.g. Shopify), so that all your emails look consistent and you can see what communications a user has received in one place. Add a follow up reminder 24 hours after the initial abandon, and consider splitting this flow by leads (potential customers) vs existing customers, with an incentive for the former.

Once you've got these in place, you're in a good position to see revenue coming in.

Don't spend lots of time and effort on sending weekly newsletters and setting up lots of flows with split test and split paths, if you've got a small email database to speak to. You aren't going to see the return to make it worth while.

If you're an e-commerce business and you need help selecting the right email tool, or getting these initial flows in place, please get in touch.