The Body...

Hey, Michael here.

We’re back with another edition of The DTC Letters.

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

• The rest of the design breakdown from last week

• The A/B test idea of the week

• The most interesting links I’ve found this week

If you haven’t already, check out this new training I posted on YouTube about Creating a HIGH Converting Post Purchase Email Flow (Klaviyo Tutorial (link) or this 110 page FREE training guide I wrote on everything related to campaign emails (link)

A/B Split Test Idea of The Week

The Test:

The image above is from a campaign test we ran (are are running for the next 5 or so campaigns to get a good sample size).

Both emails are showing the “Luxurious Functionality” of these high end hand bags and were sent to the 30 day engaged list while excluding high bounce rate suppressed subscribers.

Version A is using lifestyle product images to showcase the bags. The Founder of the brand said these have always done better for the brand.

Version B is using just the product images to showcase the bags.

What did we learn?

We saw a 19% lift in click rate on the product only images. (opposite of what the Founder believed to be true).

I can see how this can be true because in my opinion, I like the product only images too.

Why?

The emails feel less cluttered and my focus is drawn the the hand bags rather than the person wearing it.

So since the hero images are the same (lifestyle shot of the bags), the product only email still gives the feeling of “I want to be my best self like the woman in this picture” yet keeps a minimal and luxury feel in the body of the email.

However, we are testing this some more to ensure we get a large enough sample size. The last thing we want to do is jump to conclusions and switch up our whole approach on data from one email.

Highly recommend this test for your brand (or clients 😉) campaign emails.

The Best Links

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

Examples

• A great example of a REALLY BAD EMAIL campaign, don’t be like this brand (link)

Videos

• A 12 minute video I recorded on The Best Method to Drive Repeat Purchases For Your Ecom Brand (link)

• A 2 minute video I recorded on why your brands email list is a 100x more valuable than all your ad accounts combined (link)

Tweets

• Here are 6 different offers to test in your pop-up forms (link)

• A great book for DTC brand founders looking to grow a profitable brand that lasts 100 years (link)

• How to sweep in an extra 30% in revenue for your Ecom Brand (link)

• Changes to make to your Welcome Flow (link)

Now Let’s Breakdown an Email Design

The Email

Remember the email above from last week? We did a design breakdown of the hero image section. If you missed that one click here (link)

It’s the Welcome Email #1 of a brand I audited last week.

The goal of the email: To get the new subscriber to use their 10% off discount code and intro them into the brand.

What we are doing today

In todays email, we are going to be breaking down the rest of the email (the body) and talking about what they could do differently to generate more clicks.

More clicks = More revenue

After all, this is the highest revenue producing email in all of their flows with the potential to generate a quarter million dollars a year like some of our clients are generating with their welcome emails.

Let’s get into the breakdown…

The Body of the Email

This brand is making one of the most common mistakes I see.

Too many ideas in one email

The highest converting emails are always centered around:

• 1 Idea

• 1 Concept

• 1 Goal

Why?

You lose the readers focus when you are talking about 4 different things and linking out to 4 different places.

Keep in mind, the only goal of this email is to get them to use their 10% off code and a super brief intro to the brand. (you don’t want to talk yourself out of a sale is the idea behind this)

Yet this brand mentions:

• A video the reader can go click and watch

• Best sellers to look at

• Mentions they can go view the FAQs page on the website

• AND has their social media icons at the bottom of the email

They have successfully confused the reader and by this point in the email the reader has clicked off.

The State in Which Someone Reads an Email

What they didn’t think about is the state someone is in when they are reading the email.

I will write a whole email on this topic soon but here’s a the point I’m trying to get across.

This person just signed up to email marketing from your stores pop-up. They received their code on the site but did not purchase. This person then went to their email and opened it.

pause…

What do they need to see to get them to convert?

• They are already interested since they subscribed and were on the site

• They know a bit about what you sell, enough to have subscribed

• They knew there was a chance they might buy so they wanted the discount code just incase

Soooo what they need now is a reminder of:

• Why they were interested

• That they received a code and should use it

• And a brief introduction to the brand to provide a line or two of added context to why they should care about your brand.

This will get them back to the site and typing in their discount code.

I hope that was valuable!

-Michael

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. Here’s a 108 page Campaign Email Masterclass for free (link)

5. 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