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A bi-weekly email that focuses on email marketing, strategy & copywriting, storytelling, harnessing good energy, and finding ways to build purpose-based businesses while Living Our Values Every day.

Hiya, friend!

I recently sat down with an eCommerce company’s leadership team, and what I found surprised me.

Like many businesses, this company works with a lean team. Many of them wear multiple hats.

Marketing often takes a back seat to manufacturing and logistics.

They’d gone through different iterations of marketing “teams,” from hiring a single one-stop-shop marketing “expert” to outsourcing certain aspects of their marketing to niched experts. (Which is how I got a seat at the table — to talk email.)

When we sat down, we pulled up their ESP (Klaviyo), and I had a chance to “drive” the mouse and do a quick audit on the fly.

In less than 30 minutes, here’s what I noticed:

Strength

The ESP was properly integrated with the website (yay), and new visitor and customer data is captured via an email box in the footer to “Join our mailing list."

Opportunity

Add a pop-up or fly-in box to engage with more website visitors and collect more emails. And add an offer in exchange for the email address (5% off is their current offer, but you don’t know that until after you sign up).

Strength

There’s a 3-email Welcome Flow in place that’s dripped out in a good cadence to new subscribers.

Opportunity

The Welcome Flow wasn’t performing as well as it should. I looked at open rates, click rates, and conversion rates, as well as subject lines and content. More on that next…

Strength

The first email in the Welcome Flow offered a discount on the first order. The content was super simple — it had decent open rates, and a handful of orders were placed from this email.

Opportunity

Like with many brands (whose logos are black), I couldn’t read the black company logo on my phone in dark mode. (The majority of people use dark mode.) And the content didn’t draw me in… I wanted to know more about the company — mission, vision, and how it will help me — rather than a quick, simple discount without supporting info.

Strength

There were a few other flows/automations saved in “draft” mode. So the team knows there are more possibilities for automating messaging via email… they just hadn’t completed/executed them.

Opportunity

Adding a few automations —post-purchase, abandoned cart, abandoned browse, VIP, winback — will allow this brand to connect more deeply with its audience at various touchpoints of its customer cycles. This builds trust and relationships (and drives more revenue)!

Strength

The brand sends out a campaign email every week.

Opportunity

Recognizing that staying top of mind in their customer’s inboxes will boost sales, they’re on the right track. But after a quick review of who they were sending campaigns to (everyone) and previewing the content (which was okay, but could use some love), I saw opportunities for segmentation, improved content, and ways to better engage with their audience.
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I could go on… but in a nutshell…

Many companies are dabbling in email marketing, but not using it nearly close to its full potential.

When I was talking with the owner of the company, he mentioned that his goal with email marketing would be to…

“Have levers to pull when we need to make a little extra cash in a short period of time.”

That. Lit. Me. Up!

I had a flood of ideas… from sending post-purchase emails (because of what they sell, they should 100% be checking in on their customers) to segmented emails to selling the transformation their products provide (not the actual products).

Sorry I can’t go into more details here… I want to respect their privacy.

BUT hopefully, soon I’ll be working with them and able to share more info.

The moral of the story is:

I can spend 30 minutes on a quick audit and find handfuls of ways for businesses to use email to build deeper relationships with their audience and make more money.

Email works. And it works even better if you do it well.

Know anyone who might need an expert email strategist’s eye on their ESP to identify opportunities to improve?

This month, I’m offering 2 FREE 20-minute email audits to my network.

If you (or a company you work with) might be interested in peeking behind your ESP curtain to look for opportunities to connect with and convert your leads to customers, reply to this email.

The first two contacts will get a link to my calendar, and we’ll dive deep. For free.

Let’s optimize the email channel to get you the results you’re dreaming of!

With love,​
​Lindsay

❤️ 🤩 5 things I’m loving right now 🤩 ❤️
​Or, how I’m filling my emotional bank account.

🎧 In my ears: Instrumental jams to inspire me while I write (I can’t concentrate with words!).

👀 For my eyes: Drive to Survive Season 5. I’ve become an F1 fanatic (Go Alonso!)

😋 On my lips: Coffee made from freshly ground beans. Mmm.

🚌 Places to visit: I’m finally hitting the slopes this year! Monarch Mountain.

💌 Fave emails: I recently purchased from FAHERTY, and their post-purchase emails are 🤩!

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