Chase Dimond a Partner at Structured Social and Boundless Labs, both are leading ecommerce performance marketing agencies. Chase has helped his clients send hundreds of millions of emails resulting in over $50 million in email attributable revenue.
On today’s episode, Kunle is joined by Chase Dimond, Partner at Structured Social. Chase is a leading eMail Marketer who has generated over $50 Million in attributable revenue from eMail marketing. He is always willing to share knowledge and educate, and this reflects in his large following on social media.
There are sweeping changes taking place in the marketing landscape as you read this. With privacy becoming better protected, the ability to “buy” revenue is diminishing. But there is one medium that allows you to connect with prospects on a personal level, and not depend on third parties. Yes, we are talking about eMail. In the age where customer retention could mean the difference between success and failure, eMail marketing is a stand-out performer.
Whether you are a small business or an 8-figure business, eMail marketing can help you convert leads and retain customers. Email allows you to segment your audiences and hit them at the right time with the right offer. With the host of powerful tools available to leverage email marketing, the possibilities are endless. But getting it right is easier said than done!
On today’s episode, Kunle and Chase get into the real nitty-gritties of what it takes to run successful eMail marketing campaigns. You will get to learn a ton about flows, campaigns, segmentation, split testing, list building, and tying it all together to drive revenue. Whether you are new to eMail marketing or a veteran, there are golden nuggets for you in this one!
Here is a summary of some of the most important points made,
Klaviyo offers robust segmentation and split testing tools for eCom businesses
Successful eMail marketing generates 20% of total revenue on average
Giveaways/sweepstakes have the highest conversion rate for opt-ins
Abandoned Checkout is very different from Abandoned Cart, and very neglected
Segmentation is critical to the success of eMail marketing campaigns
Your transactional emails should also be customised to reflect your brand
On today’s interview Kunle and Chase discuss,
Structure of eMail marketing teams
Why Klaviyo leads the eCom email segment
Campaigns vs Flows vs Transactional emails
4 types of Abandonment flows
Running Split Tests
Campaign Best Practices
Campaign Bucket Ideas
Advice & Predictions
10:20 – Chase’s journey:
How an illness made Chase a marketer early in life
Why eMail’s “intimate” approach appealed to Chase
Leading a team of 30 handing over 50 clients
15:30 – How are eMail marketing teams structured?
Every client gets a team of 5 with different roles
Different roles are Strategy, Design, Copy, Account manager & Developer
AMs have the highest number of clients upto 20
Strategist, Designer and Copywriters work with upto 8-10
18:00 – Why work with Klalviyo?
Mailchimp is like a “mom-and-pop” store
Klaviyo is focused on eCom
Their systems are on steroids
Robust segmentation and split testing
20:10 – eCom Platforms:
90% of clients are on Shopify
22:00 – Revenue Generation using eMail:
20% of Revenue is the benchmark
eMail lags behind in TOFU spending
25-35% of revenue for Fashion segment
26:00 – Strategy to collect eMails:
3 types of Forms: Pop Ups, Flyouts, Embeds
Offer based collections convert between 5-10%
Giveaways/Sweepstakes convert >10%
31:30 – How good are Lead gen campaigns on Facebook:
Important to make people fill in their email
Automatically populated emails don’t work
33:00 – Campaigns vs Flows vs Transactional emails:
Campaign is a one-time send (think product launch/holiday offer)
Flow is someone on your list who gets a triggered eMail
Default emails (shipping info/order details)
34:40 – Top 3 Flows:
Welcome series for non-buyers – 4 eMails
Abandoned Checkout (not the same as Abandoned Cart)
38:10 – The 4 types of Abandonment flows and when to use them
43:00 – How brands use blogs
48:00 – Case Study – Nuggs
50:00 – Giving offers in checkout abandonment emails
53:00 – Running split tests
54:50 – How well does Klaviyo report split tests?
Look at stats on individual email too
56:50 – Why post-purchase flows are super important (think repeat orders)
59:50 – Campaign best practices:
Start with 1/week
Monitor metrics (positive and negative engagements)
Check tickets complaining for too many emails
If open rates are 20%+, then send a 2nd email every week
Keep scaling till you get friction
Big brands send 3-5/week
62:10 – Segmentation:
Batch and blast does not work
The segments where you hit your average opens are the one to target
Klaviyo’s predictive analytics feature helps segment by gender
“Segmentation is the name of the game in eMail marketing.”
Facebook Group • Continue the Conversation
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