Episode 4: Email Marketing Didn’t Work For My Company

Episode 4: Email Marketing Didn’t Work For My Company


welcome to the e-commerce playbook brought to you by IWD agency where we share tools tips and tactics from industry leading experts to help you take your e-commerce game to the next level now here’s your host Joe McFerrin all right welcome back to the e-commerce playbook my name is Joe McFerrin I’m with IWT agency I’m here with Bradley he’s the director of marketing WD agency we’re here to talk about some marketing today some some email marketing we hear from a lot of our customers that come to us say hey you know I’m trying to figure out email marketing and it’s just not working for me I don’t think it’s a maybe it’s something that used to work in the past but it’s not working anymore or it just doesn’t seem to have a good conversion right what are your takes on that yeah we do hear it all the time people come to us with various marketing channels that they’re frustrated with one of those being email marketing and they’ll say you know we send out emails but no one clicks on them yeah we send out emails and people click on them but they don’t turn into sales so you can and therefore email marketing doesn’t work for us right yeah and so then my follow-up question is always well how are you segmenting your list are you segmenting for lifetime value or customer recency or the types of products right you know been Brian and you know not surprisingly a lot of times I hear no we’re not doing that yeah okay well the problem isn’t that email marketing isn’t working for you is it you are working for you know marketing they’re blasting of the same message to the full audience and not personalizing it at all absolutely so you know you want to send the right email at the right time to the right people and that’s kind of the formula that makes pretty much any kind of marketing work you know whether you’re targeting ads or you’re targeting emails you want to make sure that it’s hitting the right people with the right message and you know another thing that people often overlook in terms of email marketing is beyond segmentation retargeting and remarketing with emails so you know we often implement abandoned cart sequences and if that is you know abandon card sequences or email sequences designed to reengage people who have added a product to their cart but never you know went through with the transaction yeah and it’s one of the easiest conversion rate hacks out there absolutely low-hanging fruit is that you know so any time when IWD agency is working with the marketing client we like to go you know we try to attack those low-hanging fruits first right and sure something like email marketing with abandoned cart sequences as a no-brainer it’s easier ROI absolutely people have already expressed that interest in that product and there’s lots of reasons why people might may not follow through after they add something to the cart all right it could just not be the right time maybe they’re busy yeah maybe they got distracted maybe the absolutely dollar came and jumped in their lap or so ya know it’s funny is one of my best remarketing ads that I’ve ever run in terms of ROI is just the headline it’s just the life get in the way I sure distracted something yeah and people you know it really resonates that’s exactly what happens exactly you know yeah I do still want to buy it and thank you for reminding me exactly yeah so in a lot of people you know they just don’t want to go through the steps necessary on a mobile device to complete a purchase I sure you know one of the great things with abandoned cart emails which also can be extend to other forms of retargeting for display ads or whatever is that you know we can do cross device retargeting so if you were on your mobile device when you added something to the cart well now we’re gonna send you an email while you’re at work on your computer and now you can convert there right so perfect yeah with email marketing there’s so many great tools out there that people can use to make these automated things you know easy to set up sure easy to implement it doesn’t take a lot of time but it needs to be done well and needs to be done right yeah and you know do things for proper email marketing it seems like out-of-the-box mississippi magento shopify bigcommerce they they they have some basic email marketing function built into them but as far as going to the next step and really segmenting the audience and really having some more powerful tools do you recommend getting a third-party app or something like that yeah absolutely and this could be dependent on the client you know so some of our larger clients are on more marketing automation software and Salesforce cloud and that kind of stuff that may make sense for them but in general I’m super impressed with Clay vo it’s a email marketing platform that makes segmentation super-easy they do great things with abandoned cart sequences so it’s a very kind of wisi wig editor that you can drag and drop things into place and in sequences another cool thing that they do is abandon browse emails so this is someone that was literally just on your site browsing never actually added a product to the cart I mean engage those people that’s what I call super power and so Colicchio has a lot of features built just for e-commerce absolutely I mean they’re ecommerce focused they have integrations with Shopify Magento big commerce and actually I just got an email before this conversation today that they just released a SMS feature for a text message are you engaged really nice yeah cool there are other tools that you recommended outside of clavia yeah I mean you can still do a lot with MailChimp yeah you know if you do it right MailChimp has some good automated automation built into it they’re really good about list management and and you know audience management but it all goes back to the idea of segmentation like you have to make sure that you’re separating your audiences correctly and you think of it as a more kind of holistic approach so you know you have your promo emails you have your re-engagement emails you have your newsletter whatever that may be and they have to all work together in an integrated strategy and then of course email is just one part of the bigger whole of digital marketing yeah should also be an integrated strategy because if you’re reading gauging people with these emails for abandoned cart and you’re sending them to a website with a poor user experience or a poor user interface then you’re kind of shooting yourself in the foot because you might have a great email marketing campaign but you need to work on your conversion rate optimization sure right exactly yeah if your websites not converting emails are not gonna help you sir absolutely and so as far as you know outside of abandoned cart type emails what artists do you know like anniversary emails or major holidays what type of other segmentation emails ah do you typically see sure I’ll give you a great example recently I was talking with a client of ours you don’t know who I’m talking about I won’t list them by name yeah but they do auto parts mm-hmm and one of their biggest businesses is new tires and so this is kind of an interesting concept it’s like they have a pretty general idea of a time frame after someone purchased as a set of tires from their website when they may need a rotation sure when they may need a new set of tires right it’s usually like five or six years after right you know hopefully you’re a rotating tack so it’s a way to yeah but yeah I mean so that’s a great example even though it’s a long time frame of being able to kind of like set up automation in advance like in advance of knowing when people arrive I need to really up on whatever product it is exactly right so once again so you’re not just blasting everybody but you’re looking at the previous order and you’re saying okay in three to six months they’re gonna need a tire rotation yeah let’s go ahead and remind them or absolutely I’m sure you know tires probably the tread probably gets less phone number and they need to have a new tire replacement you know every couple years and say you got that in your database as well absolutely and then you know we had another client that we were talking to recently that does wine subscriptions and you know they know they have a pretty good idea when people are gonna run out of the wine that they bought last time but yeah I like wine I’m gonna keep ordering right it’s about hitting those people at the right time if you drink a bottle a day and you bought up in a case of 12 you’re gonna run out 12 days this works pretty yeah yeah so yeah you know I think smart marketing is what it’s all about and you know hitting people with that right message at the right time makes your email work yeah and and you know what when you do it that way it doesn’t feel intrusive to the person you know people I think a lot of time people are hesitant to do email marketing because they’re like I don’t want to spam my customers Yeah right now a lot of people say it as spam but if you’re if if your customers love your brand and they want your product and they don’t necessarily see it as spam absolutely right so you know if you can keep them happy with the brand keep them engaged then email marketing can work for I haven’t met a client yet that it can’t work for it but yeah right right especially if they’re not doing any of it they’re not doing anniversary reminders they’re not doing the abandoned cart reminders they’re not doing any kind of email marketing then it’s such like he says to be such easy low-hanging fruit to get a decent ROI off the bat it’s great yeah but then to keep continue to optimize it as good as well so that’s actually a really good point so you know setting it up is one thing looking at the results hopefully you’re looking at your analytics and and making data-driven decisions as you go forward because it’s never a set it and forget it thing yeah you know right even if you see good traction well a lot of these tools like clavia have really neat features where if someone has not opened the email then you can send it again or if they have opened it you send them a different message or you test different headlines or what are some other like features that you’ve seen it or really you know I’ve been working for you yeah I’m glad you brought that up so I like to use tools like Clay vo and that’s one of the reasons because they have built an a/b test so the example you gave is great like if people didn’t open it the first time maybe we’ll send them a different email if people did open it and they’ve spent over a thousand dollars in the lifetime of their customer relationship with your company then send them a different email someone else yeah I mean so you can get really granular with how you target people yeah and Morgan either you get the better it works yeah and then you know again going back to what we just said you know then you back out the data and you say well that worked in that work so rinse and repeat right yeah yeah that’s awesome well anyways it I think that’s a pretty good high level of awesome email marketing techniques and tips any final notes about the topic I would only say that you know don’t give up if you think the email marketing isn’t working for you shoot me a message too badly hit hi WD agency comm off and a healthy yet go oh Allah thanks for dying today thanks Joe [Music] [Applause] [Music]

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