4 Things That Kill Your Email Sales

Happy Monday! (I love Mondays)

Hey it’s Michael from The DTC Letters here.

In today's newsletter, we are going to over:

• The 4 biggest killers of email sales

• How to Avoid Them

• Campaign Idea of the Week

• The best email marketing posts we’ve created for you for free

(And much, much more)

If you haven’t already, check out this training I posted on YouTube about 7 Most Common Ecommerce Email Design Mistakes To Avoid (click below)

Email Campaign Idea: The Gift Guide

Email Example 1
Email Example 2

Everyone loves getting gifts, but no one ever thinks about helping out the Gift Givers. Which is crazy because their the ones spending the money after all.

So with this campaign, let’s make it easy on them and showcase some of our products that are perfect gifts…

And the important part, WHO they are perfect gifts for.

In Email Example 1 by Moment, they do a fantastic job with the theme of this email. It screams holiday shopping!

It also does a great job breaking down the “Who” the product is for. The copy underneath each lifestyle product image is clear and descriptive enough for me to know what gift I should select based on the person I am shopping for.

Plus the “Shop Deals”. CTA at the bottom is a great teaser to let them know their could be items on sale.

In Email Example 2 by Orangewood, it’s minimal and clean design lays out the 2 best sellers in a clear way for the reader.

The best part of this email is the “collections section“ under the “For The Pro” guitar. During shopping season most people have a budget to work with so providing options like “Under $200, Under $400, Under $1000” is a great way to categories your products. (I would have made look more lie clickable buttons with more visible text but they tried)

They also through in a “Free Holiday Essentials Bundle” block at the end of the email which is a great way to get some to at least click and check out the site.

Some of my best posts this past week

Here are some of the best links I've found since last time I emailed you:

• A short video on the importance of product pages (link)

• Some emails our team created that generated a brand $33k in 30 days (link)

• How to make sure you have both AB Cart and Checkout set up (link)

4 Things That Kill Your Email Sales

When it comes to email marketing there are only a few things that actually matter.

Today we are going to talk about the 4 main mistakes that I see killing brands email sales over and over again.

1. Poor Deliverability

This is a big one. If your open rates are 30% or below you have plenty of room to improve. If they are 20% or below you have an issue that needs to be addressed asap.

What good is spending so much time and energy (which equals money) on emails that your customers simply never see?

The good news, it’s fairly easy to fix. Here’s how:

• Send to super tight engaged segments for 5-15 emails (depending on scale of the issue) so that you can inflate your metrics

  • Google will then start to increase your domain reputation

• Start sending less image based emails and more HTML text block emails or plain text emails

• Once you are consistently hitting 40% opens, start sending to the bigger segments you were sending to previously

2. Not Growing Your List

Without growing your list, your create segments will start to shrink overtime and become less receptive to your email marketing.

To keep your email campaigns (and flows) generate revenue, you need to be pumping new subscribers into your list.

This allows you to generate more flow revenue and convert more first timer buyers. After the convert for the 1st time, you now have primed subscribers who, if you send good content in your emails, will convert into repeat purchasers and buy from your campaign emails.

The biggest difference here is if you can double your pop-up rate, you will double the amount of traffic coming through your welcome flow and other flows, and generate a ton more revenue.

All the flows setup and no pop-up < some flows and a 5% CVR pop-up

Pop-up wins every time so make sure you have one and start testing the Pop-Ups:

• Your offer

• Creative

• Copy

3. Lack of Flows

This is a bit self explanatory but having the core flows set up will generate you an extra 15%+ in email revenue EVERY month.

At the bar minimum, every brand needs:

• Welcome Flow (5-8 emails)

• Site AB Flow (2 emails)

• Browse AB Flow (4-6 emails)

• AB Cart (4-6 emails)

• AB Checkout (4-6 emails)

• Post Purchase 1x, 2x, 3x, 4x (2-4 emails in each split)

• VIP Flow (2-4 emails)

• Customer Winback (2 emails)

• Sunset Unengaged (2 emails)

Implementing these is the difference between having email marketing that prints money on demand and having email marketing that you barely even know is working.

4. Bad Content Campaigns

Most brands I audit are only sending campaigns that include discounts and promos and they typically send only 3 times a month.

This is a great way to exhaust your email list and devalue your brand.

Instead follow the image below which breaks down something we do at my email and sms agency AdSumo Digital called the Email Bank Account Framework:

How I Can Help You

If you like this newsletter and want to work with me, there are a few ways we can do so:

1. You can apply to work with my Agency, AdSumo Digital (link)

2. I will be posting free weekly training videos on my Youtube channel (link)

3. I have over 7,000 tweets on scaling your DTC brand using your brands Email List (link)

4. If you are looking to better monetize your DTC brands email list, we have worked with brands in several niches from Health & Wellness to Luxury brands and helped Country Life Natural Foods increase their email list revenue add $1.6M in EXTRA yearly revenue in less than 90 days. (Apply Here)

or, so can just reply to this email.

I reply to absolutely everybody who replies to me :)