Learn from Fast Growing 7-8 Figure Online Retailers and eCommerce Experts

EPISODE 204 23 mins

eCommerce Email Marketing Automation – Biggest Mistakes

About the guests

Kunle Campbell

Kunle Campbell

Kunle advice and helps direct-to-consumer retail brands profitably acquire customers through paid media, conversion optimization, and search marketing.
He is also sometimes referred to as ’the ecommerce traffic and conversions guy’.
Kunle hosts the 2X eCommerce Podcast, a top charting podcast on iTunes business and marketing categories.

The core of email marketing is customer lifecycle marketing. This means nurturing your contacts from the awareness stage through to desire, action and loyalty/advocacy stages.

With email marketing, you are able to actually manage a life-long relationship and communicate with your customers.

On this episode, Kunle goes through the top 5 mistakes ecommerce brands make when it comes to marketing automation.

Here is a summary:

  1. Your ‘Sender reputation’ is your north star, ensure that it is protected by all means,
  2. RFM – recency, frequency, monetary value, lies at the heart of your customer lifecycle marketing activity.
  3. Use RFM for segementing your email list and for your core marketing automation strategy
  4. Ecommerce brands do not segment their list well enough
  5. VIP customers are not communicated on a 1:1 basis effectively
  6. Sending emails to your entire list is a sure-fire way to crash your sender reputation and increase your SPAM count
  7. If email marketing is not accounting for at least 20 percent of revenue, you are not doing enough
  8. You only really should be sending emails to 3 groups of people: VIP customers, Highly engaged (but not purchased) and purchasers that have churned.
  9. Klaviyo is highly recommended as a marketing automation platform for ecommerce



The eCommerce GrowthAccelerator Mastermind Facebook Group has just launched.
It is a community…

✔️ for founders and experts passionately involved in eCommerce
✔️ for the truly ambitious wanting to make an impact in the markets they serve
✔️ for those willing and open to help and share with other members

Here is where to apply to join the Facebook group

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4:40 Email Marketing
6:00 Biggest Mistakes
7:59 Segmentation
10:40 VIP Customers


This episode is brought to you by:


If you’re looking to grow your business there is only one way—by building real, quality, customer relationships. Most marketing software will claim they do this, but will never deliver on their promises. You need to demand more from your marketing software that’s where Klaviyo comes in. Klaviyo helps you build meaningful customer relationships by listening and understanding cues from your customers, allowing you to easily turn that information into valuable marketing messages.
That’s why 10,000 innovative brands have switched to Klaviyo.
What’s their secret to building customer relationships? Tune into Klaviyo’s Beyond Black Friday docu-series to find out and unlock marketing strategies you can use to keep momentum going year-round. Just head on over to klaviyo.com/beyondbf for more.

Mastercard: SCA Update for EU Retailers

Attention Online retailers in Europe.
A new payments standard, known as SCA or Strong Customer Authentication will come into force in September 2019.

Mastercard research shows that up to 75% of e-commerce merchants in Europe are potentially unaware of this coming into effect. SCA is a new regulatory requirement that is designed to help retailers and issuers make digital payments more secure. The challenge is to create or keep a frictionless check-out experience for online shoppers.

SCA will allow for biometric technology and dynamic passwords to create a more secure and improved online shopping experience.
Mastercard’s Identity Check is fully compliant with SCA requirements and facilitates shopping experiences we can all trust, allowing us to securely pay online using features such as our fingerprint.

To find out more on Identity Check visit the Mastercard website here: https://newsroom.mastercard.com/eu/


About the host:

Kunle Campbell

An ecommerce advisor to ambitious, agile online retailers and funded ecommerce startups seeking exponentially sales growth through scalable customer acquisition, retention, conversion optimisation, product/market fit optimisation and customer referrals.

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