- Three reasons why your e-commerce email marketing
does not work.
(soft music)
Hi, my name's Andriy.
I'm the founder of Flowium,
the fastest growing e-commerce email marketing agency
in the world.
In today's video,
I want to talk about the three reasons
why your email marketing does not work.
After doing dozens of audit for my clients
and potential clients
or who purchase our audit package,
I come up with the three most common mistakes
everybody does,
and I would like to discuss with you.
So the first reason is,
you are using one list or one segment.
So, you sending all of your emails to everybody.
Bigger is better, correct?
Wrong.
It does not work like that in email marketing.
You have to send a relevant message
to the right people.
I wear the T-shirt,
"The right message to the right person
"in the right moment,"
because we are in the era of relevance.
We cannot do those generic email
and send it, blast it to everybody.
So, let me give you one good example
and show you one campaign which we tested.
I mean, for all our clients, as a proof we do this,
but this is the latest,
and it show you the greatest difference.
Okay, so a little bit back story.
So, we sent two campaigns exactly the same.
There's no different in that content.
The difference, only the segment.
So, first segment is at all subscriber, engaged subscribers.
It was close to 100,000 subscribers.
The second segment was specific segments,
specific segment who expressed interest
in a specific collection.
So, as you can see in the first list,
segment size is 100,000 and the other is 18,000,
19,000, so let's say rounded up, 20,000.
So, how many?
Five times smaller.
Okay, good.
So we sended them both.
Open rate, as you can see in the second,
because it's more relevant,
it's much higher, but still 33%.
Good enough.
Where we see the big drop is in the click-through rate.
You see 4.4% versus 1.4%.
The engagement in terms of clicking is four times bigger,
over four times bigger.
And here's the thing, revenue.
You may say it like, "Hey, Andriy, yes, it's cool.
"Like, we do understand,
"but still, the first email made $13,000.
"I agree with you, but how many people
"will continue buying from you
"if you're sending them a relevant message,
"a relevant message, a relevant message?"
Okay, so, $13,000, it's a good chunk of money.
So, I agree with you.
Second is $46,000,
but it's very important for you to understand
how much you make per recipient.
The first campaign made 13 cents per recipient.
Good, bad, you judge.
The second campaign made $2.45 cents per recipient.
I did my quick math.
We have in the second campaign,
we made 18 times more than in the first one.
So, here's the power of relevance,
here's the power of segmentation.
This thing, a lot of people are missing
because it's require hard work to segment.
It's require hard work to think and understand
who you should send and who you should exclude.
And the biggest, the biggest issue is our ego.
Because we have a big list size,
let's send it to everybody.
Like, we cannot go wrong with that, correct?
Wrong.
The second reason,
not understanding the data
and based on the data, where you should move.
What does it mean?
Depends on your industry.
Are you fashion?
Like, you sell clothes,
or are you selling like food and beverage,
or are you in the pet industry?
There's in your industry, there's benchmark,
and you should be aware of those benchmarks
and you should compare it to what's already in your system.
If your open rate, let's say 5%,
it's a big, big, big red flag.
You need to work on a lot of things to improve it.
But if your open rate is 50%,
you're doing something right,
and call me,
I would like to learn from you what you're doing right.
So, yeah, but let's cover basic benchmarks
that you should be aware of,
and they are very generic.
They are for e-commerce industry in general
and not specific industry.
First let's do open rate.
So, what does affect open rate?
Your subject line, subject line and preview text.
So, your goal to be about 20%,
even better, about 25%.
Our internal goal is to stay above 25%.
Same thing with click-through rate.
You want to stay about 2.5% or higher.
So, over the week, less 10 campaigns
or lead all campaigns you send this month or the last month,
and see what are your numbers.
And this will give you actions
where you should focus and where you shouldn't.
And bounce, unsubscribe, spam rate,
you should check those as well,
but they are not as important as the first part,
because if your open rate is high,
click-through rate is high,
I guarantee you that the rest will not be important for you
because those numbers will be in the green zone anyway.
If you have 5% open rate, probably your bounce rate is high,
your unsubscribe rate is high,
and spam rate is high as well.
And the last but not least reason is,
you're not connecting all of your technologies together.
If you use Klaviyo or any other platform
as email marketing software,
you need to connect all of your,
like Freeview app, logistics apps, loyalty program,
to email marketing software.
Why?
Because it push data in your email marketing software.
And based on that data,
you can segment, personalize, and talk to people
in personalized and relevant way.
So, we covered those three reasons
why e-commerce email marketing does not work.
So, think about them.
Check them yourself if you're doing them right.
If not, you should work on it
and you should fix it.
In case you have any additional questions,
please leave them under this video.
Also, we offer audit,
email marketing audit in case you need one.
Also, I will leave it under this video.
And, yeah.
So, see you next Thursday with a new video.
Thank you, bye.