Transcripts
1. Welcome to Email Marketing for E-Commerce: Hello, and welcome to
Emmer Email Marketing. My name is Charlie, and I can't wait to run through
everything with you. So if you're here and likely you are here for this
reason that you're looking either get started with
email marketing for your Comma store or for a client's Comma store, then
this is the place for you. We're going to be running
through everything you need to know to
get started with your automated flows,
segmentation, campaigns, and all the other
important features that you need to get started and to also accelerate your
growth with email marketing, particularly if using Clavio. But even if you're not, a lot of the features and sort
of the practices we run through are the same or similar to what you'll be using in other
commerce platform. So this is perfect
for you to get everything underway and to begin progressing on your commerce
journey with Ema Marketing. And in all honesty,
Ema Marketing is one of my favorite
parts of commerce. It is seriously
something that helps to just accelerate the growth of all commerce businesses and to just drive a lot more sales. You can nurture
customer relationship, send out action driven
campaigns that are also very timely and related to events around the world or
your product releases, anything like that, and also move that old stock
that you're stuck with. I can't wait to run through
everthing with you. And if you have any questions as we go
through everything, please feel free to send me a message or leave a comment
on the course thread, and I'll be more than
happy to help you. So, let's get
everything underway.
2. Introduction to Email Marketing for E-Commerce: Welcome to Em
Marketing e Commerce. My name is Charlie,
and I'm going to be running you through
everything you need to know to get started
with email marketing for either your own
ecommerce business or if you're offering
this as a service, what you can do for a client. Now, this is going to include
a little bit of how tos, but more so the foundational
theories and ways of thinking when you're approaching email marketing for ecommerce. There's going to be seven
key sections of the course. Starting off with one is
ma marketing worth it two, the Commerce buyer journey. Three, how to start
growing your list, four, segmentation and how
you can use that to your advantage, five
automated flow. So how can we get em
marketing working for you? 2047 in the background without you needing
to touch a thing. Six, getting started with
campaign strategy and seven, the three key stages to
SMS and introducing that into your em strategy
and campaigns. Last but not least,
we've got eight. Yes, it's a secret,
but to give you a hint could involve
more free information, tips, a community, but
we'll leave that for later. So I won't bore you
with the details, but a little bit about
me is that I run an agency that helps commerce businesses grow from within, and I started off as
a website developer, so I did majority of my work
in shovel fight development. And then this is slowly led into the other areas of E commerce as clients demand sort of grew. And now we mostly offer
website developments, the Shopify themes and also a marketing
and comm strategy. They're the two key pillars. Yes, there's other bits to it. But as you would have seen
in my previous course, which is getting
sided with Shopify. This one now to do with Clavio, you can see how it
all ties together. But the idea how everything's moving is how can we help Commerce businesses
grow from within, so they actually
don't need an agency. Its basically, how
can we give them everything they need to
know so they can start growing without
needing to pay for an agency or outsource
it to people like us? We want to give them all the frameworks and
information they need so they can build and train from within with
their internal teams. But if you want any more info, feel free to head over
to hold different.com, or just send me a message, and
I'd love to chat with you. As I got in the last course, a lot of you reached out
with different questions around things to do on your
website or best practices. So more than happy to
help in this case, too.
3. Getting Started Checklist: Now, just before
we jump into it, this is a getting started
checklist for you. If you haven't done anything
to do with marketing, or you're just
thinking about getting started and don't
know where to begin. This is going to be a little
quick checklist for you. I'll attach this as a PDF somewhere in the course
notes along the way. Or feel free to just come back to this slide and
you can refer to it. But these are just
a few key things that if you're going
to do the minimum, just start with this as
your minimum checklist. But as we go through, I'll
be guiding you through of this plus a little bit more. At the end, you'll
have even more to add to this list if you want to. But the best bit
is, most of this doesn't require too
much upfront work. As you'll see you on to
go through the course. You're going to be able
to set most of this up within a couple
of hours of day. It just depends how
attentiive detail you are. If you're like me, and you're
going to spend a lot of time changing the spacing
by one pick time, it might take a bit longer. But if you're happy
with the templates and the practices that
I'll be showing you, you'll be able to
do it super quick. Keep this as a reference and
you can come back to it. Otherwise, just feel free
to check it off as you go as we will be going through each of these stages one at a time. With that being said,
I can't wait to have you part of this course,
and let's jump into it.
4. Is Email Marketing worth it?: So is email marketing
really worth it? And honestly, no. It is not worth not having email marketing because
you're only going to be leaving a ridiculous amount of money on the table and missed opportunity to
connect and nurture your customers before
and after purchasing. So short answer, yes, but here's a few reasons why. So five key use cases as to why email
marketing is worth it for your e commerce business or your client's business is one, it helps you to grow your
subscriber list and convert first time shoppers as you
can capture the e mail, take them on a journey,
and show them why they should trust your brand
and purchase your product. Two, recover abandoned sessions. This is a banner cart
or browser abandonment. Once we got that e mail, we can trigger different e
mails based on the behaviors. Three, nurture customers
post purchase. This is a big one,
as we all know, acquiring customers is
important for growth, but nurturing and retaining
is just as important for long term sustainable growth and maintenance of
revenue and sales. This is huge and
there's so many things you can do through
the automated flows, which we'll see a few of
those throughout this course. But it's something that is
a lot easier to do through e mail and a lot more of a personal connection
you can create. What you can often achieve on social media depending on
what your strategy is. Four, engage your
best customers. Now this is often seen
as your VIP list. But we've all often felt like I've purchased so
much from this company, they should give back
something to me, or I should be a
valued customer. That's what we want
to create the feeling of four different customers. Email helps you do that so
well in that you can talk directly to them and have it all based on the data and
analytics in front of you. Things like social media, you often talking to the
broader audience, even though you might
be talking to one, you can't talk to
your VIP customer on social media unless
you're on the DMs. But email marketing,
you can do that with automated triggers
and all the data is there for you to reference
and segment accordingly. Five, drive incremental revenue through your email campaigns. This is a big one, as you'll see also with SMS
comes into this too. But you can have
instant touch points with your customers to
drive certain actions. This is often related to seasonal or timely events that could be happening in
the news around the world. You can have different
sales campaigns, flash sales, or new
launches, product releases. Anything like that
is where you can have that direct communication
with your customer. And immediately be
in their pocket or on their computer straightaway. And that's something
you can't quite do with social media
anymore unless you're paying the big bucks and we've seen recently with
Instagram rolling and a new update where
you pretty much have to buy reach to your
audience or your followers. Email marketing,
there's a fee involved, but you're having to rate
touch points all the time. And yes, you do pay for
your email marketing, but in my opinion, it's fractional, and you can get a much higher
guarantee return on it. Just more control,
whereas social, you're going to lose
all of that control, but in saying that, they
do play different roles. So don't think you can
only do one or the other. As you grow, you will need to be able to manage
both of these. These are just five
key use cases. Now, I could probably go
on and list 50 to 500, but I'm not going to bore
you and some of them get way too detailed and minute. So these are just high level five key things
to think about, and you're going to
see even more of these pop up as we go through. But if this hasn't convinced
you to ear marketing, you're probably in
the wrong place, but considering
you already here, you probably didn't even need to see these and you know why there's value in L marketing and what it's going to
do for your business.
5. E-Commerce Customer Journey: The E commerce customer journey. Now, it all starts in this case, was once they've gotten
to your website. Obviously, there's a
journey before that, too, but we're only focusing
on once you've got them to your website,
what can we do? And how can we use email
to help this journey along the way to lead to a sale and a long customer relationship, that's going to lead
to a lot more sales and a long, happy
relationship together. Once I visit the website, we've gotten to subscribe,
want to go that e mail. Let's hope they've gone through the website and they've gone
to view a few products. Let's say they've added a cart, then they check out,
they make a purchase. They use your product.
They love it, of course. Then they become a fan and a
promoter of your business. They're a long, lifelong
loyal customer, and they're going
to tell all their friends and family about you. But then they become a
bit of a churn risk. Why are they going to
keep buying from you? What's in it for them?
Why didn't they go to the other store that sells at a little bit of a cheaper price. But we've done the
customer research and we know why they like to buy from us and what benefits we
offer that the others don't. Let's just add a little bit
more detail to this journey. We're going to see how M
marketing comes into play to help basically smoothen out this customer journey process, make people feel more
heard, more nurtured, come back as a loyal customer and stay with us
for the long term. I'm not going to go into
depth on all of these, but I will touch
on each of them. But let's just say we start
off with site bounce. But first, we can see that once I've made it to the website and they take their steps through and they make
it to the product page, we run the risk
of them bouncing, which bouncing just means
I've left your website. A lot of different things
we can do to get them back. But this is one thing
that often there's on site experiences that are
different email marketing, that it's more how your products and collections formatted, what information is showing, what's your page
load times all that? That affects your bounce a lot. But in this case, we're going to focus on how we can
use email marketing to improve this and often it's
how we can get them back. Let's just say
they've subscribed and they get into
the welcome series. The first thing here is that we can now take them on a journey, and that journey
should be creating that initial connection and
touch point with the brand. This can often include the
incentive of discount code, but we're actually going
to get into the details of each of these different
automated flows shortly. You might want to come back
to this a little bit later on once you've got that
additional context, but this will get
you just thinking and understanding as we
go into these next steps. Now that they're part
of our welcome series, we've got them to actually
add the product to the cart. Although they leave. They're gone, we've lost them. We have they gone to?
Well, this is where our automatd flows come in
and the abandoned series. Whether they were just
browsing and then they left or they've added to
their cart or checkout. We can then have the automatd flows to bring them
back to the website, remind them what they
were going to purchase, and then take that next step, whether it's start checkout
or complete the purchase. This also ties into
the site bounce. So say they do
leave the website, these e mails will
help them come back. And often it's the
browser abandonment for the initial bounce. That they might have
viewed a little bit. They didn't really take too many actions
and they've gone. This is how we can
get them back to view more products and maybe
convince them as to why they should be purchasing
from us and the benefits of purchasing with us compared to other competitors,
for instance. Now, beyond the automated flows here that are to do with
the abandoned series. We can also see down
the bottom here. Now, upsell can be a part of email marketing where
after the purchase, something we can trigger
different post purchase flows or e mails to be sent based on the category or the product they purchase to give them
upsell opportunity as to recommendations
or different things to pair what they bought with. So by this top it
pairs well with the pans Although there are also great so plug ins or checkout
extensions now that we can use to create that
upsell opportunity whilst they're there and they've
already made a purchase. So we know the barrier to
buying again is a lot less now. They've already broken
that bigger step. So now we need to show
them the products and make them feel the
connection with them. We don't need to convince
them to purchase from us. We just need to be
showcasing the products in the right light and
the right messaging to keep them coming back. The last ones here, we
have mostly to do with collecting our data and that
feedback from customers. We have the review
requests and also MPS, which MPS is a net
promoter score. Basically what we want to do
is in the review requests. We can get reviews based on the products on
individual level. We can then show these
on the website on the product pages or
anywhere on the website, and that will help
with the social proof. You can include those
in your em marketing. Sometimes if they're not
100% perfect feedback, that's also good because we can show things improve over time. That's where the
MPS comes into it. As we want to collect the data, the net promoter score is
how likely are they to promote us to other people based on their
experience they had? Do they love us? It's
not a love hate. It's just good, or
do they hate us? Now, if they love us, great. We know that we're
going to come back, we just have to nurture
them and make them feel connected with the
brand and keep that there. If it was an okay experience and it's not a love or a hate, there's still improvements
to be made there, and we need to understand
what could make it better. What could take
them to a love and actually want to tell
their friends about us? Rather than just like they are
a good option on the line, I might buy from them, or I might buy from
the other ones. They're not loyal. They're
just hanging around for maybe a sale pops up and they will
come back for more. Then if they hate it. Now this is where you need to understand
why did they hate it? Was it the shipping experience, because sometimes it's not actually a product
or your store, it can be externals, but there's things we
can do to improve that, and the messaging in your email marking
or anything there. Was it the packaging or was
it the product quality? Was it the sizing information? Did they not know how
to use your product? Now, all of these things come together and
sometimes it could be a little bit in
each and everyone needs different information
for each part of that. We need to then
tailor the experience according to that feedback. If someone's given us terrible feedback for any
of those elements, we need to hear that, acknowledge it, and act on it. Once people hear and see that you're acted
on their feedback, they're much more
likely to be one back. We get them coming back
to view more products. Add to card, start check
out and make a purchase. If we can get them
coming back to do that, you've then officially
loop the cycle. If they don't and we
lose them and they leave a one star review
never to be seen again, it starts to become a
slippery slope if you get too many of those,
and we're not sure why. So this is important. Remember, bad feedback
isn't always bad feedback. It can just be truth
that we need to hear. And it's how businesses grow. We've all had bad
feedback before, but it's how do
we respond to it. If we can take that bad feedback and almost turn it
into a positive, think, they're purchased from
you, given your feedback. So you've been paid, you've
been given feedback. Now you can act on it
and make the experience even better to get
more in sales. You can act on this so quickly. It's often very little things
that need to be tweaked. Often these can be acted
on really quick and it can be the way little bits of information are shown
in your e mails. When do they receive
certain information, transparency around the
shipping or the packaging. Anything there can
be done so quickly, and you can have especially
if you're growing, you're smaller, that real personal connection with people. That's what will build
trust and loyalty as you continue to grow and people see that you actually
listen and hear them. Big thing that often bigger e commerce businesses
that failed to do that. Things get lost,
and then eventually the customer base
becomes less loyal and it's more just about shopping
around for the best price. If you can get that bit right
of the customer research and understanding why people enjoyed the experience
and why people hated it, you're going to see a huge
amount of loyal customers, they're going to keep going back and telling their friends, adding more products a car and buying more from you
with less hesitation. Try to simplify this
to only focus on the key action items that are relevant to what
we're talking about, plus I have a few
actuates in there. But if you have any
questions about this, leave a comment or
send a message, and I'm more than happy
to dive into this deeper with you and show
you different things you can do on site or in your
email marketing to improve each element or each section as there's 1 billion
things you can do, whether it's across your
socials, your website, or your email that can help improve each
step of this process. Let me know I'm happy to
talk to you about it.
6. Growing your email list: Growing your e mail
marketing lists. Now, this is a huge
step for people, and often people think that
why would I grow my list? I'm not going to have time
to send e mails to them? Why do people want
to sign up to my, my newsletter, my updates,
whatever it might be? It's like, I'm not big. I'm not one of the big brands. Wrong. This is where you create such a strong
connection with people. And it's one of the
most profitable things you can do for your business
from a marketing standpoint, because once we got the e mail, we just need to nurture
every single person on that list until they take an
action or they unsubscribe. And that's completely fine. Don't be worried about it,
but this is what we're going to do to get you grow on your list as quick as possible. The first thing to do,
and most importantly, is to make sure we get a form on your website and make
sure it actually works. So to get new subscribers, are going to add a
pop up or fly out form and also an embedded form. Now, the pop up or flyout is often what you
see come out on your website once you land on someone's store or once
you've taken a few actions. Now, to keep it simple, we can just have this trigger
after a couple seconds. Let's just say 3 seconds or page load, the pop
up will show up. Make sure the messaging is actually a little bit engaging, or you have a nice incentive as to why they should sign up. You don't just say
subscribe to my newsletter. I don't really want to
subscribe to a newsletter, if it's just a newsletter. Like what's in it for me? If I get a discount,
there's going to be exclusive tips or
different styling tips, ways to 20 recipes for free, then relate back
to your products. That's what I want to see.
There's actually benefit and value in it for me that you can then I can take a little bit of promotional
material in there, if then I've also gotten
value in exchange. The pop up and fly out forms,
you can keep those simple, you only need one
of them, don't have a pop up and a fly out
form. We don't need both. Just pick one,
whatever you prefer, and then have the
little teaser tag. If you're on Clavio you can have a little teaser tag that
sits in the corner, you can have a bit of
feature text in there that says, get 10% off. That text will just
be sitting there. Even once I've closed
the pop up form, because most people when they
first learn on the website, you're going to close
the pop up form. You're not just going
to subscribe within the first second because
You know, Woven are you? I don't even know
your brand just yet. I'm coming to see what you're about and learn a
bit more about you. But this little Taser just
lets me click on it and the pop up will reappear
when I'm ready to subscribe. So great little edition that
Clavis introduced recently, and other e mail platforms
also have that now too. Then if we go to embedded forms, this is what you often find a little bit further
down the page. We'll find that in the footer
or somewhere around there. The so often want to scroll
to the bottom of the page. You might just see the
embedded form there that says, get 10% off on your first order or something like 23 recipe
ideas for your family. You know, you can have
whatever you want, really, and whatever it will be relevant and engaging to your audience. But this one, again, just
a nice little addition to the website on top of your pop up form because
it's not intrusive, and it's just going to sit there subtly unless you make
it bold and colorful, which I mean, you do you, not my cup of tea in that
way, but whatever you like, and you can have it
sitting there just in the foot or lower
portion of the website. Now, a little getting started
tip is that if you're using Clavio you get access to
their sign up form library. Now, this is a big range
of different sign up form, so it has for email and SMS, SMS only, birthday sign ups, all those things where you can have a template that pretty much takes all the gets all the technical
work out of the way, and all you have to do is style it and align it with your brand. Super easy. Often, you
can go for a simple one, change the colors and maybe add an image or
something like that. But again, doesn't
it be so crazy, make it easy to read and a
clear offer a statement, and incentive for
someone to join. Whatever that might
be, it's up to you. But just keep it simple, stupid. Don't do anything
too crazy here. It doesn't need to
be loud and crazy. Now, one of the
most crucial ones is collecting e
mails at checkout. Now, just because someone's
purchased from you, doesn't mean they've
given you consent to hit them with endless
email marketing. And people often forget this they think, but
they're purchased from me. I'm just going to send
them an e mail now. Not quite the
correct thing to do. You are supposed to have
consent at checkout. Now, if you connect
your clavo or other email provider to Shopify, for instance, there's a
little option that you can select that has
consent at checkout. And that's just going to add this little consent button
beneath the input form, what's when they're
checking out. They just have to click
that. Shopify has made it that that isn't
selected automatically. I believe it was
something to do with the data and maybe GDP. But either way, most
people will just select that little kp me
up to date or you know, I want the exclusive offers because they have
purchased from you now. So it's not like they're
scared to buy from you. It's more will they
like your product, and what can you give
them going forward? So again, a great way here
to collect that information. And yeah, it's a no brainer, so make sure that
this is selected.
7. Creating an Engaged Segment: Segmenting your email
database and lists. Now, it's not uncommon to go into a client's email
database and just see one massive list of newsletter sign ups
or subscribers, and you go, there's
no segmentation here. We don't know who's an
important customer of VIP, for instance, we
don't know who's an active or engaged customer. We don't know who's
about to leave and maybe hasn't interacted
with us in a while. So do we need to win them back or should we
get rid of them. There's no way of knowing
unless we create segments. So what I'm going to
show you is just how to create an engaged
segment to get started. Now, an engaged segment is probably the most
important when you get started because more engagement will equal higher
deliverability. Now, the reason for
that is we need to build reputation with
the email provider. So let's say we're sending Gmail receives a lot of e mails by
us going to their server, and they go, no one's
really opening these. It's only a very
small percentage. They're probably
going to side to put us in the spam or junk folder because no one's engaging
with our content or very few. So they don't think
you're very relevant. But if we're sending and getting a huge spike in open rates. It then looks like you're sending it to
friends and family. It's more of a personal e mail
and a personal experience. So you're going to have much
higher deliverability and less likely chance
of being thrown into that spam or junk
or promotions tab. So we want to create as high
engagement as possible. So it's quite simple. What
we're going to do is create a segment with the filters
based on, are they subscribed, Have they opened an e mail
from us in the last 30 days and have they actually
click through from one of those e mails
in the last 30 days? Now, this is going to create a highly engaged list of people
or segment in this case, that we can then
send these campaigns and have high faith, that we're going
to see some great performance metrics
from that campaign, we're probably going to start
to build more reputation with these email providers
and continue to see higher open rates
and deliverability as time goes on and our e
mail is continues to grow. Obviously a lot of different
segments that we can create, but if you're just
getting started, just start with this one. You'll get the gist of
it, you'll start to see the different filters and
conditions you can apply. Even as you work
through everything, you'll start to see the
different segments that you want to put customers in and how
it relates to your business. But if you have any questions, send me a message,
or leave a comment, and I'll be sure to help you come up with a few
ideas or how it could apply to your business and the business model that you have or the product
you're offering.
8. Automated Email Flows: Automated flows essentials. Now, this is one of
my favorite parts of e mail marketing automation.
Who doesn't love it? It's something that we can
set up once and have it just working away 2047
in the background. It's like if you
have a store and you have someone managing
this floor of the store, and the whole day, 2047, they're just there
talking to customers. They know of the customers
coming back for a second time. They know if they're interested in buying
four different things. They know how much I've
spent in the past. They know if they're
a new customer that has just looked
to the window, shown a little bit of
interest and then left. That's basically what
automated flows are, and it's a big game changer for a lot of businesses or
clients that have come to us that haven't had
automated flows but had good amount of traffic or
e mails already subscribed. They're often shocked by the
revenue increase they see in that first one to two
months of once they're put in place, it's huge. Conversion rates go up, returning customers go up. It's a great addition
and it's super easy to implement for
your own business, so make sure you
have these in place. Huge getting started tip is that Clavio has a library of
these automated flows, basically ready
to plug and play. The flows that I've chosen
are the most essential and also a part of
Clavio'sFlow library. This means your setup time
goes down to next to nothing. You can have these
setup now super quick, and all you have to focus on
is a little bit of creative. You don't have to
worry about learning the technical know how of how to set these up and the different fielter requirements
or conditions. It's all taken care of. We can focus on just making
them look pretty, add your branding,
your personal touch, and we're going to get through
each of these key flows, and just focus on why
we want to use each of these flows and also what
to include in each of these.
9. Welcome Series Flow: So starting off with
the welcome series, this is obviously
the most important because first
impressions do matter, and this is the first touch
point that we have with a customer once you've signed
up to our e mail list. Now, a welcome series is sent directly after
you've signed up. So you might have
had an incentive or some sort of value offer in that sign up form
that is incentivizing someone to enter the email
address or mobile number, and this is what
they're going to receive after doing that. The first thing is, is that this is going to be
triggered immediately. We want them to receive
this e mail straight away. There's nothing worse
than filling in a form for a discount code or
a piece of content, then you have to wait
a couple of hours. By the time it comes through,
you're already gone off, you're out on a walk,
and then you get home, and it's either down your list of e mails or you've
forgotten about it, and you can't be
bothered anymore. So we want to make sure this
instantly hits the inbox. Whatever that incentive
or value offer was, make sure it is front and
center in the e mail. We want this loud and clear. We don't want any confusion. We want to welcome the person and give them what they want. We don't want to
mess around here. Just keep it nice and simple. Please. It'll make their journey and their experience
so much nicer and no one likes having
actually search for the sign up incentive
or value offer. We want it right there. There's a nice call to action. Clear button bang. Got it. You can see here
there's actually three stages to this
welcome series. Some people might have
only one e mail here. Often, probably minimum, try
to have three if you can. And then some people
might have a lot more and they might have a different
conditional splits to it. It could be based
on your location. It could be based on how much information
you've provided, what are the actions you've
taken on the website. Lots of different things here. But the main thing here is m one, give them what they want. We want to give
them the offer of the incentive, mail two. We want to tie it back to how
can they engage with you? How can they connect with
the brand on a deeper level, that can often
include stories or it can include follow
up on social media. Anything like that, again, connecting with the brand on a deeper level than just maybe purchasing
a one of product. Hree in this case,
an example is, they can check out
your best sellers. If they haven't
purchased already or done a thing, we
can send them that. But this is where you can get
a little bit more technical and if they've made an action
and purchased the product, we can then send them
a different way. They might not need to see
your best sellers anymore. We can send them in a more
deep and meaningful path where it can be a message
from the founder, join our community,
take a look at these free resources or these free tips or
whatever it might be. This is just another way again, we're welcoming
them to the brand, to the business, and wanting to build that
connection with them. The first impression
does matter. Here are a few examples
for the welcome series. Now again, offering
an incentive, make sure the discount or the piece of content,
whatever it might be, or whatever you
promise to them in that sign up form is
clearly accessible. You can see in the middle here, it's obviously a 15% off discount incentive
when you sign up. They have it super clear.
Welcome to Italic. Enjoy 15% off your first order. Boom. You don't need
anything more than that. You could have a Hi, John. Welcome to Italic. We look forward to
having you here. Here's our 15% of discount code for your
first order. Keep it clear. You can have a bit
more below that, but don't make them scroll or search for it. Just
keep it clear. If you're not using
a discount off for the incentive, connect
them with the brand. Build on the story and
your why and why they will connect with you because that's where you'll get
a deeper connection, and the discount code
isn't always necessary, but your y and your purpose
might align with theirs, and that's where they will then feel a stronger connection with your brand and likely come back and want to
purchase from you too. You can see in the
third one here, They're not offering a
discount incentive just yet, but they're focusing on
their why and their purpose. So they believe in teaching
kids about quality. Now, this could be great for young parents or older
parents, whoever it might be, that is more focused on
good quality material and how that might affect the skin of their children
when they wear it, or where is that
material source from? How long will it last? Is it, you know, fast fashion
or is it slow fashion? This is again, a different
brand positioning, but a great thing to have. This is a great way to
connect and bridge the gap between your y and purpose
and the customer's values. And if they match,
they're more likely to convert and build
that connection with you and the business.
10. Abandoned Cart Flow: Abandoned cart flow. Now, this one is huge. If you don't have this, well, I don't know what
you're doing, but you're leaving
money on the table. So the good news is that
you're here and you can then take this action to make more money, pretty
much immediately. Now, people do get distracted. We all know that
you probably get distracted while
watching these videos, and maybe I'm boring or
maybe just something else popped up or your foam
went ding and off you go. But the average
cart is abandoned approximately 70% of the time. Think, out of ten people
that get to the cart, seven of those they're
going to leave. They're going to abandon you. They're going to
leave you sitting there on the corner or
wondering why did they leave? Now, it gets even worse.
If they're on mobile, 85%. 8.5 people out of ten are
going to leave their car. They're going to leave
the products there, just fly all lonely and
that sale could be gone. If you don't have a way of talking to them and
communicating with them, you've lost that sale.
Good luck to you. They're not coming back
probably. They're going to get distracted
by something else, they're going to go
to five other stores and probably get distracted
by most of those until someone gives
them a reason why and draws them
back for more. This is a super simple one. Again, you can have as much complexity in these
e mails as you want. But a simple starting flow that Clavia will provide you
with is a two step series. Now, the trigger is that the abandoned cart
or the checkout stage. You can have different ones
for checkout and cart, but let's just start
with this for now, and also we filter out people that if they have triggered
the abandon flow, they will then be filtered
out if they make a purchase between the time of the trigger and the time it
actually get sent. If it's in that 4 hours or
between the second e mail, which is that next 20 hour gap, they won't receive it if
they make a purchase, so don't worry about getting mixed messaging
of people getting a discount code after the fact. Won't happen. Unlike
the welcome series, we don't want to hit
them immediately. If they've gotten distracted,
it could be they had to rush off to pick up
the kids from school. It could be something was
burning on the stove. It could be that they had to go off to a gym
training session, whatever it is, we want to
leave that a couple hours. Whether it's two to 4
hours, give or take. It depends on the product you're selling to, but this is
something you can test. Unless you say we go
with 4 hours delay, then we want to hit them with an e mail that
just reminds them. You've left something behind. We're thinking about
you. Come back. Come on. We've got your cart
still here for you. Just click here. We've got it all sorted. Just click here. All your products will be
there ready to purchase. But if they don't
take that action, we can then send them
another reminder, say a day later. Now, if you do this format where you send it
one, 4 hours later, then one, 20 hours later, it means you then sent it
exactly one day after. So it's probably the time that
they're most likely to be using their phone or their
laptop to be shopping online. So we're trying to time that. Obviously, it's not perfect
because one Tuesday, they might have a gym session, then the next Wednesday, they're out for drinks with friends. It's not going to
perfectly line up, but give or take, it'll
line most of the time. What we can see from these
couple of examples for the abandoned cart flow is we want to create
a dynamic experience. We want the products that they've actually
added to the cart to appear in their
abandoned cart e mail. Again, this is taken
care of by the email templates in clavos
flow Library. But if you don't know how
to do this, semi message, and I can send you a resource
and getting this set up. But more importantly, we want to create a little
bit of urgency. Particularly in
that second e mail, we want them to feel like those products are
going to be gone. So the cars expiring or they get an incentive or discount
code that's only going to last two days for 48
hours until this expires. We want them to have
that feeling of an urgent action is required to get the products
they were looking at, then maybe just get
them across the line. So if they were going
to be like, I'll wait till next month
to purchase these, we want to try and get them
to purchase immediately. We want them to take an action. But to take an action, you
need a call to action. And the call to
action needs to be made as clear and
simple as possible. Don't be the people that
make the button blend into the background and
it'll be a weird bit of text that sits
off to the side. Just make it simple,
make it clear. Here you can see an
orange to cut button, a black ad to cut button, which I would question the
actual text color in that one just because it does blend
in a little bit too much, but it can be different
on your phone too. But this one I think is perfect. Complete your order with
20% off, activate 20% off. Plus you have the
product featured below. This is awesome. Again, you don't
have to do 20% off. It can just be an
urgency headline. It can be a different incentive. But something to think about and incorporate,
because often, if you've gotten them to
this stage of actually adding to cut and ready
to make a purchase, you've already done
all that hard work to get them to that point. We don't want to lose them now. And if we can make them
make that purchase, and then we can
nurture them and then make them make
another purchase down the line and create that
lifelong relationship with them, that's where we'll see the
return over the long term, rather than just that
upfront initial return on AdSpener investment.
11. Browse Abandonment Flow: So moving into the
browser abandonment flow. Now, this one is often
kept quite simple. It's not always a
huge money maker, but it's a very simple,
just nice to have. People take time to
buy and we've all been window shoppers where we walk
past the store, 20 times, we take a look in, and then
we go on our merry way, we might go home and go, what was that store
I was looking at? I saw a shirt that
I really loved in that store window, but
I cannot remember. Let's just think that of
the 92% of people who visit a website for
the first time, they're not there to purchase. They're just there
to take a look, see what the brand is about, what products you have an offer, and do they connect with a
brand or feel something when they're on your website and
looking at your product? Now, good chance, connections aren't always love
at first sight. They might take a little
bit of time to build up, and with the Browns abandonment, it does exactly that. It means that if I've
gone to the website and it might be in
your email list, but I've just looked
at a product, or I could be coming
back a few months after joining that
welcome series. I'm looking at a product or
two, and then I leave again. It's like I've just
window glance. I've just done a quick
little window shop, glance to see what
you have on offer, what might be new and I've left. But what if we could create Next touch point that I've
walked past the shop. I've looked in the window,
as I've kept walking, someone then come out and
said something to me. Someone said, Hey, did you see
something you liked or did you have a question about this or were you not sure
what size to get? You're not sure what recipe book might be the
right fit for you and your family or I'm a little bit worried about
the quality of the product. Well, I can tell you a
little bit more about that. Think that's what the
browser abandonment is a great way again just to
provide that extra bit of touch point or
information that will bridge the gap between what the customer
is concerned about, what their values are, or what they're actually looking
to get out of the product. We can then have
that touch point to dry convince them or just
share that information to let them make a more
educated decision rather than just continue
to walk to the next door. Now, in these e mails, if we look at some of the examples, the two key things is
social proof is key, we want to show people
that other people have purchased the product
and they've also enjoyed it, and they've gotten
what they were expecting out of that product. Two is that we want to
make sure it's relevant. Depending what they
looked at, how they interacted
with the website, we want to make sure
that content is relevant and showing
dynamically inside the e mails. Can see here, you can have
a bit of a play on words. Time to start spooning,
dive back in. It's to do with
their cereal boxes, and it has a clear code of
action showcases the product, and you can see further
down has a review which is social proof for someone to read about the product and
their experience with it. The next one, it
does exactly what we're mentioning
about windowshopping. It basically just tells
them exactly as it is. Hey, were you windowshopping? Take another peek
and then it gives a clear court of action
to keep browsing. But beneath that,
it also provides a little bit more information
about the product, and the things that are included in the product that
make it a little bit unique or different that might
align with that customer. You can see of the top two
things there they have only 7 grams of sugar
and real ingredients. If you're interested in more of the healthy alternative to a sweet treat or
anything like that, that's probably
going to be for you.
12. Post Purchase Flow: Post purchase flows. So how can we create that connection with
someone after made a purchase that makes them feel seen and acknowledge for
what they've just done? Because as we all
know, nurturing of your customers means a longer
term sustained growth, and that's exactly
what we're after. 80% of your future
revenue will likely come from just 20% of
your existing customers. It's the old 80 20 rule. It's nothing new, but
just think about it. Why would we want to only focus on inquiring
new customers? When if we actually
have a good product, maintaining and nurturing
that existing customer base, is going to see a
much greater return, is going to see them telling
more people about us, and they're going to come back and buying more
and more from you. If you release any new products, they're not going to
need to be convinced as to why because they
already love your product. They're going to just buy it
because they trust you now. They have that connection and their relationship with you. You can see here that
ClaviaFlow template has a super simple structure and it just waits a day
after the purchase. If they're purchased
for the first time, we send them a tailored
e mail towards that. If they're purchasing, again, we send a different message. Now you can start to see that if you have a first purchase, it's so great to see you
here welcome on board. The second purchase, we now can tell that they're
purchased for the second time. Oh, my gosh, thank you again. It's so great to see you back. Then you can even get more
and more complex if you want. Depending how much they spend, you might send a
different e mail. You know, if they're
purchased ten times, you might have a
certain e mail go out. You can do different things. But the idea is just tailoring a small little personal
message, nothing too crazy, but just to make someone feel like after you
purchase something, you get a nice little message in connection with the brand. So the two key reasons for this is one being build
the connection. So we're just adding that
additional personal touch and two enhance the experience. So another thing you
can do is if you're a brick and mortar
store and someone comes in for a service or
they buy something in store. We can also send them a
follow up to that two. And then we can
build that sort of connection between the
in store and the online. So let's just say they
purchased in store, you've sent them an e mail
saying, thank you for that. Now they say you have
products online. They might order online
from me next time. Let's just say they're
passing through your area, and they don't
often go that way. They can just buy online.
Or they might say, Oh, I can get a 10%
off discount on line. I loved what I bought and I
had such a great experience. I'm going to buy more.
I'm going to buy a gift. I'm going to share
this with a friend. There's so many
things you can do. Again, you can reaffirm the different messages that
the brand is trying to portray and how you connect with the customer's values
or anything like that. You can see here is natural
nutrition is headed your way. What does that
tell you? It's not saying artificial preservatives
are heading your way. It's reaffirming that it's a natural nutritious recipes or food or those things that people are wanting when
they're buying from you. Depending on your product and the time it actually takes
to use your product. Then as you grow and scale, you can often have these
in a separate flow, which can be your
review request flow as you saw in the user journey. But let's just say
to keep things simple when you
first get started, you might know that the product
takes X amount of time to deliver X amount of time for the person
to use that product. We can then have a simple
one where it is adding the review requests in
this particular e mail. All we say ready for a
refill, for instance, so you can see grazer has, how is your first
taste of grazer. Ready for a refill,
high quality olive oil that's meant to be
squeezed, not saved. It's just pushing
the message again that we're here for you.
We're ready to purchase. We've been thinking
about you. We know that you've probably used
the olive oil by now. If you haven't,
what are you doing? It's high quality olive oil
that's meant to be used. It's not meant to be saved and you're sitting in the
back of your cupboard. I would suggest splitting these into separate
flows down the line. But when you first get started, if you're too scared
about complicating and don't want all these
different flows going on, you can just set a good
time delay that could be 30 days after that orders
placed or 60 days, whatever it might be and
have one of these follow up. Just make sure there's
a filter that filters that if they've made another
purchase since then, that they don't get
the second e mails. That's why I'd say put
it in a separate flow. But for now, just to give you
a few ideas to think about.
13. Winback Flow: The Winback flow. This is one where you're probably
sitting there wondering, are these customers
just goes to me? The purchased from me before,
they said they loved it, but why aren't they coming back? Like, what are they doing? This just plays the idea that attracting new customers does cost about five times more than trying to retain an
existing customer. So let's just say they're
purchased from us, and they haven't taken an
action in a long time, we need to decide, do we keep them or do we
get rid of them? So we need to try
to win them back. Everyone's going to have a
different time delay for this. The example is 75 days, but your product might be
a lot shorter than that, or it could be a lot
longer than that, too. So what we want to do
with the Win Back series, if we want to make it exciting. We want to show off
your training products, what's new, what have
they been missing out on. But we also need to show
more than just a product. We don't want to show that
here's another product because what if
you're a store that only has one or two products. They're probably going
to see it all before, and we don't want to
just keep showing them the same thing because it
hasn't worked in the past. This can be where we show off how people have been
using your product. Whereas been featured in
the news recently with celebrities with influences
on your social media, Has your following
grown, community grown? What's different
about the business? Have you changed
the way that used sustainability positioning? Whatever it could be? There's
a few things that we can do and how that relates
to your customer is going to be
different for everyone. But you can see here there's a bit of a fun one in
the first example. It's due for a top up. Then they have a bit
of a playful way of working through a
yes or no diagram. And the idea is it just engages you because even when I
looked at the example, I merely set of working through all the
different yeses or nos. Now the second example here plays a little bit
different again. It's almost offering
like you've created a personalized course for
them and you've given them a personalized course code that they can use and
it's ready for them to get started with and basically begin interacting
with or learning from. Now, to me, it's almost like, I didn't ask for this course, but you've created a piece of information or content
that's going to help me with whatever is related
to the product that you're obviously selling and why they're purchasing
from the first place. If you're giving me a load of free information about that, that's probably a good way
to win me back and get me on board and intrigued and
engaging with your brand again. This third one, even
though it's VNO and it's not related
directly to E commerce. Hey, it's still about getting people's attention and
getting them back, and the messaging is quite good and quite simple
for you to implement. It's see what you've
been missing. A simple QR code that you can see and it takes
them to the app. But in your case, you can just have a button
there that's going to directly up your website with whatever it is
you want to see, whether it's a
tailored collection, new releases, a little bit
of a story, whatever it is. Then you can list the
what's new below. That can be the new
products, as I said, what's been happening
on your socials with influences
with celebrities. Anything like that, have that bit of social
proof in there. It's a great way to win people back and get them re
engaging with your brand, whether it's on the website, to make a purchase or
on social media, too.
14. Replenishment Flow: Now, if we look at the
replenishment flow, this is a little bit similar
to what we touched on just before in the
post purchase flow, that we can have little bits of this kind of tied into that. But let's just say you've made it to the stage where you
want to separate the two, and it makes a lot of sense
so you sell a consumable very clear that people
will use it and want to buy again if they have
enjoyed the product. And the reason why
replenishment is so important is that if they
have enjoyed the product, on average, you'll see
these repeat customers spend three times more
than a brand new customer. Think about it. If you're worried about
someone coming on board and giving them a
small incentive to make that first purchase. But then they don't make the purchase because you don't want to lose
that initial margin. You're then not only
losing that first sale. You're also losing the
chance for them to come back and spend
three times more money. The average order value
is three times more in that second purchase or
third purchase. That's huge. If you can start
to increase that, listen to why they purchase and increase that first order value, think about what that
could do for your revenue. In this template, let's just say your consumer
was quite quick. They might use it within
the first 25 days. We want to say, Hey, Julie, is your hot source running low? It might be time
for replenishment. If you like this one, you might want to buy
a pack of three, or you might want to subscribe to our subscribe and save model. See, you can start to build on the business model your
product offerings and start to really
tailor it to what people want or more so
what they actually need. They might not always know
that they need a three pack, but if there's a
good incentive as to why they should purchase it
and they love your product, it's going to be a
no brainer, and it's the same for the
subscriber and save two. This is where you can do
either some more direct or some funny ones
and similar to the grazer one with the olive oil, which that is a super clean
and nice example of this two. Is one being, you
know what they want. So the dynamic blocks
that we can include. We know what they purchase
in their first order. So we can now recommend
things either similar to that or complement
whatever they purchase then. And we can make it
super easy to engage with the e mails because that's going to only lead
to more sales. So we don't want any
confusing, weird things like, Oh, click here, then do this, and if you do this, you
can get a subscription. It's sort of click
here, Ad cart, subscribe to a
monthly subscription. Or click here, Ad cart, you've got a three pack
on its way to your door. You can be very direct and just say, Hey, are you running low, or you can be a little bit more funny with the magic spoon, for instance, Are you
pouring smaller bowls? Because we've all been in a
situation where cereal is running low and you
start to pour that a little bit less to
make it last longer. If you were literally
doing that that morning, and then on your way to
work, you got an e mail and you're sitting on the bus
and you go, Oh, my gosh, I was just doing exactly that, you're probably
then going to add the car purchase another
one because you go, I actually loved
that cereal and I'm sick of trying to just
ration this out longer, and I've been putting
off buying this. You've just answered
my own question, and I can check
this off from to do this by just clicking
right here. Done.
15. Smart Sending [Getting Started Tip]: So now that we've got these
automated flows in place, and you're getting a good
structure foundation to your e mail strategy now. We want to use this
little tool in Clavio that's called
Smart sending because what we
don't want is people just be getting hit with
a bombardment of e mails. And let's just say you
have campaigns going, new releases, updates, company updates,
whatever it could be. Plus we have automated flows going everywhere. We
don't want all of that. We don't want someone
receiving 1,000 e mails from you in a month
because they're gone. They're not going to
come back to you. They're going to see you as just a big spammy giant. And no one wants
to be that person. What Smart sending
will allow you to do is that CLV will
check that when it's going to trigger
an automated flow beyond those initial filters
or conditions that you have, it's going to see that has this person received an e
mail a bit too recently? Because if they have, we don't want to send them another e mail because the risk of unsubscription is going
to go through the roof. It's not that they
actually don't like us, they might not like
our e mail content. We want to reduce
as much we can, and that's where smart
sending comes into play and super simple to toggle on and it can make a huge difference in reducing
those unsubscription rates. Keep the reputation up with your email providers and
get more engagement. Happier customers, more
sales, is what you want.
16. Email Campaign Essentials: So now that we've got
automatd flows in place, we're going to jump into our
email campaign essentials, because these are going
to help us send timely e mails that then generate spikes and traffic
to our website. So we've got the
automative flows to deal with them now that once we've got them
to the website and the actions they take. But these are a few things you can do in your email campaigns, just to make them a
little bit better and a little bit
more professional. So another great thing is that in your email
provider and in this case clavio there's a massive library
of email templates. Now, sometimes that
might not look so good, but sometimes they can
provide a good foundation if you have to add a nice
image in a little bit of text and change the fonts
around and you've got a good structure to an
initial email campaign. As we know, when you run a small business, time
is of the essence. We don't have endless
amounts of time to spend in playing around with the different designs and the
different little graphics we might want to
have in an e mail. Because one thing to remember is we're not all
graphic designers. And even though people
think they are, trust me, you can spend hours
on something, but they're not always
essential things to have in your e mail when
you first get started. Unless it's going to
add direct value, I'd probably advise keeping
it off for the time being. Unless that is a very
important aspect of your brand being that little
creative artsy touch, I'd advise just keep it simple, let the product imagery or the imagery that you
have from campaigns or social media do the talking and have some nice simple call
to actions and Texaco.
17. Dynamic Content: Dynamic content now
isn't anything new, but it is something that
people still miss out in their email campaigns.
And let's be honest. Unless you personalizing
your email campaigns, you're probably going to
start to find yourself in the spam folder
because people are going to have very little
connection to your e mails. Now, this doesn't always
have to be crazy. It can be things like you might introduce
them by their name. You might just drop their name in subtly into a piece of text. We can change the certain
products that get shown based on their
location or the different. Or different imagery depending on what they might
have purchased. There's different
things we can do to create dynamic content, and it's just something
to think about. And as we collect
more information about each individual customer, it's not always going
to use it for evil, but we can use it to make a more personal and connected
experience as time goes on.
18. Dynamic Discount Codes: So for dynamic discount codes, this isn't always an
essential thing to have, although, especially to grow, sharing isn't always caring. Now, it depends on the
purpose of the discount code. But often what can happen is people might abuse
the discount code. So the important
thing is to have that the criteria inside of say, Shopify or your commerce
platform set that it won't just let people use that discount code over and
over unless you want them to. The dynamic discount
codes basically will let you create a dynamic
discount code, you can see here on this
right side, for instance, balance 20 M and then a
random mix of characters. It just means that
end extension is personalized to that one user
and can only be used once, and no one else is probably
going to be able to use unless a guessing
those last few characters. Clavio can actually make these discount codes in the platform, so they just dynamically get generated as the campaigns
are being sent out. This is a big thing to have, especially as you grow
in automated flows, too, that you don't want
the same discount code always being pumped out
because people will catch onto that and they
can just share it with friends and reuse reuse. We want just to try
to minimize that. But when you first get started, it's not always a huge deal as sometimes the simplicity of having the one discount
code and you can tract that data super
clear and easy. In some cases, a sale is a sale. People actually don't mind a
discount code being shared, but in others, you might
be a little bit more picky and want to have
that restriction in place. Plus, it does sometimes
create a sense of a bit more urgency and realistic urgency that if you have a personalized
code and you say, Hey, look, this expires in 24
hours, you got to act fast. I'll probably believe you
a little bit more than if you just give me a
discount code that says, get started ten, then
I'm going to think, you've just given
this discount code to every single customer. I probably don't believe
you now that you're telling me that this
only lasts for 24 hours. That's another thing
to think about. It can create a sense of
urgency or personalization to
19. Send Time Optimisation: The golden question as to
when to send your campaigns. Now, often, this can be a
bit of trial and error. There are often a few times
you'd want to leave out, but it does just depend on who your customers are and
where they're based. So what Clovio can do is you
can remove the guesswork. So CLVos a little bit different with how they do is compared to other platforms, although everyone's
always changing their algorithms all the time. But basically, they
try to calculate in a very transparent way when the best time to send
your e mails actually is. So one thing we
send optimization, its you to remove the guesswork, and more importantly, your open rates are
going to love you. This is going to help you save a lot of time in trying
to understand the data, which is already confusing in itself and pretty much
just give you the optimal send time for your current activity
of your database. That's going to
change over time. It's important to actually keep an eye on it as it changes
and as your grills grows. But to begin with, it's just
going to save you that time. As a small business owner, one of the biggest
things we want is to spend less time in some of this indeed
gritty stuff as it can get very tedious
and time consuming.
20. Setting Up Smart Sending: Okay. Now, as we saw on the
automated flows that we have smart sending to skip if they've received an e mail very recent. We don't want to hit
them with too many. The same thing can be
done for campaigns. So we can have smart sending four campaigns because we want to be smart
and not annoying. So we want to make
sure that people are happy with what they're
receiving and not actually get annoyed by
what they're receiving and want to run away and
never talk to us again. You can actually have a
bit of control over this. If you think I don't
want people receiving more than one e mail
from me in 24 hours, 16 hours in this case, or 72 hours, whatever
it might be, you can actually set
this and you can also set it to ignore
transactional e mails. The transactional e
mails being things like your purchase confirmation,
for instance, you can have it either
acknowledge those and not send an additional
one if they've received that. Or ignore it. That's up to you. Everyone's a little
bit different. Again, it could
depend on the time to actually purchasing another
one of your products. If it's something that's quite small and people
are buying lots of, so maybe clothing as well
would fit into that. But if it's something
that you're going to purchase once every a year, then you probably
don't want to receive a campaign straight
away telling me something if I've literally just purchased it within
the day beforehand. Then within the e mail
campaign setup itself, you'll be able to
toggle off or on the skip recently
e mailed profiles, so it's just whether
you want those people to receive it or not. Because sometimes if it's not, directly related to
a promotional thing or anything like that, maybe people are more happy or intrigued by whatever
that e mail has to say.
21. 3 Stages to SMS Success: So we've made it out of e
mail and it's into SMS. Now, you might have gotten to here and
thought, you know what? I've got enough on my hands. I don't need anymore
to add to this, and I completely understand. Most people will benefit the most just from the
e mail component. But SMS can just be it's like a nice
little cherry on top. If you already have all
the e mail working, You go, I think we could engage a little bit more here or get a little bit
more out of this. SMS can be used in such a nice strategic way
that it doesn't feel too intrusive because we've
all had the brands that just hit you every
week with flash sale, get discounts on
this new product, I don't want to have that
many touch points with you. But if you hit me out of the
blue every once in a while with something that's actually purposeful and meaningful to me. I'll probably love you for it because then I'll
actually be like, I never would have seen that e mail because
it would have been, maybe in the mix
of the other ones, and the sale time, there's going to be lots of different
sales happening. SMS will just get
directly to me, and I'll see it immediately
and can action, whatever it is that
you want me to do. So obviously, the first step to this is actually
getting the number. So it's always asking
that Dawnding question, Can I have your number? And sometimes people will
say no, and that's okay. We don't need to
get sad about it. We don't need everyone
to sign up to this, but you'll probably get your loyal customers in there too. So that can be something to
think about with how you pitch the positioning
of getting the SMS, but also how you
then communicate and talk or segment
your SMS list. Like anything, we need to
give them a good reason why. You can see here, grasa
uses an example of, you want to be besties,
by signing up to text, you're going to receive XY. Now, that's a great way to get people on board because
if you'd just said, D to join our SMS list, I'll probably think no. Like why, I don't want
to give you my number. But if I say, Hey, you
want to be besties, sign up to our text
and you're going to receive early access
to all our sales, new releases and early access to those two plus any
free resources or tips or tricks or any web banar or
exclusive event invites. I'm going to absolutely
be interested in signing up to that because I'll actually then see
the value in it. And as a loyal customer, I want to be a part
of all of that too. And then even better,
just below this, they reaffirm what
they're trying to say by showing that next week, we're dropping something
extra to our tex friends. And to double down on this
just beneath that section, they have, we're
dropping something extra special to our
tex friends this week. Get in on it. So now, I feel like I'm missing
out on something and if I don't put
my number in here, I'm going to miss
out on whatever that little special
something is. I love this product
in this brand. I want to know everything
about it and feel a bit special in that way because see how they even said special. It wasn't we're releasing a new collection to
find out about it. We're releasing something
special to our SMS list. Great way to create
a little bit of exclusivity and to draw more
people in and feel like they're an important
customer and they're getting an exclusive or special
treatment in your brand. Homage actually implemented this into the e mail strategy, and they saw an
86% click rate on their first SMS campaign
and a 9% conversion rate. And they had a 64%
average click rate from the VIP customers
on early access texts. You can see people
are engaging with it. They're obviously hitting them
with relevant information or content because a 9%
conversion rate is great. With their VIP list, 64% of people engage and actually click
through to their website. 64%. It means, again, the content that
people are getting, they're feeling like they're
actually getting something, they're feeling special, they're feeling heard and
they're feeling seen. If you can create
that feeling, SMS is only going to help boost
what you're currently doing and expand on all
the hard work you've already put in place by just creating those additional
little touch points. When you're starting
out with SMS, it's best not to try to do
everything all at once, because there is a lot
there and if you're small, it's not actually viable or worthwhile going to
in depth with it. So we want to take
it step by step. So we call this the crawl walk run where we can break this into three different
stages and also have a few different things
to do before each stage. So before we get
starved with Crawl, we want to make sure we have
you list set up correctly, a way to get new subscribers. So SMS subscribers,
not just email, and we want to launch
your first SMS campaign. So what this looks like in the crawl stage is
that within the forms, you have an SMS consent at checkout just like we
have with the email, you can have SMS two. We also have an email
plus SMS pop up. In the ClovioFm library, you'll see some templates
have email plus SMS, so it can be stage
one, you have email, then stage two, SMS,
and then thank you. Now, you can also have that all on the one
first page as well. If you like, whereas
email SMS and name. I recommend keeping it short
and you can have two stage. If they only fill an email
then go to the next stage, you at least got that email because SMS can be
optional for them. For flows, you'll have
a tailored flow for SMS welcome series plus
an abandonment flow. You can include SMS into your
existing abandonment flow. You abandoned cart
flow, for instance, can have an SMS be sent
out alongside your e mail. One might be, hey, you've left something
behind via e mail. Then the second follow up
can be an SMS text like, you've left these items still. They're going to expire
soon. Use this 10% off discount code and check
out quick while you can. Then a couple of ideas
for your campaigns is sale announcements
and VIP early access. I would heavily
suggest your VIP and early access be something
you start with a focus on just to make people
feel like they're really nurtured and being taken care of within your brand. Now that you've outgrown crawl
and you're ready to walk, we're going to invite
email only subscribers. We're going to add time
sensitive SMS campaigns and integrate SMS with e mail. So what this will look
like is within forms. You can have SMS only forms. So I Clavi we can have an SMS form pop up to
email subscribers. So people who have
already subscribed via email will have a different
pop up shop on the website, and that can be requesting them to add in the SMS details. Plus, as we saw back here, we can have people
join our SMS list and incentivize people
already in our e mail list. With inflows, this is where
we can start to build out and continue to expand the structure we have in place. Big one here being a
happy birthday series or a birthday series. There is a template for this that you can use to get started, and also ones like
Price drop alerts, and then going into campaigns, which you might al be doing
a little bit of this, but it's where we can
start to integrate SMS two is that we will
have holiday sales, some more seasonal
timely sale events, and also new product or
collection release launches. Now, if you feel like you're
powerwalky and ready to run, then you can jump into
the last stage here. What we're going to
do is we're going to share all of this on social. We're going to make
it more convenient, and we're also going to
increase personalization. Within the forms for run, you're going to have Instagram Swiper the forms within Run, you're going to have Instagram
swipe up actions and promote opt in keywords
in your campaigns. In your flows, you've got
to integrate SMS into your customer win back series
and transactional updates. That can be anything to hate, come back, you need top up, and also your order
is on its way or thank you for your order,
those sort of things there. Again, can be super personalized so they feel like
they actually are getting updates from
the business owner or the worker themselves. Then for campaigns,
we're going to use a little bit more
targeted segments here. And also, we're going
to start to share a little bit more content or resources with the
certain segments. Again, not everyone
wants to receive these, but highly engaged
segments of people that have signed up to
receive this information, might be interested
in any blogs or new podcasts that
are talking about the product or have
featured guests on there. Anything like that where
there is a value involved. Always feel free to share
this if the segment wants it. Now, what you can see
with all of this is there are things in run that you could do at the cruel stage two, but the idea is
just of a priority. Sometimes these bits in run, they can be very high value, but only when you're
at a certain scale. You need to focus sometimes
on what you might think of quite boring or tedious
little things first, but they're going
to make the biggest difference at the stage you're at and you continue to stack
and stack and stack those, then you've made a
huge difference as you've gone from
crawling to running, and you're going to
see a massive shift in the engagement and retention
of your customers.
22. Early Community Access + Thank you: Don't tell anyone, but I have
a little secret for you. If you're wanting more and
more information about this, I have a lot of questions
and need to help as you're growing
your business and scaling your commerce store, I think I have the
right place for you. So what I'm going to
do is I'm going to set up a community
so anyone who does this course can join in
and they're going to get access to things like live
Q&As, ma Marketing frameworks. Tips and tricks, things
that we talked about today, but on a more detailed level and things that we're doing
for our clients ourselves. So you'll literally get what
people are paying us for. We'll be sharing with you
for free in this community. And we're going to
also do things like Shopify and clavo audits for
people in the community. So if you have any questions
about your website or why is our bounce rate super high on the landing page
of product page? Why is this e mail just sucking? It's getting zero open
rates or very low. We're going to help take a
look at some of those on a monthly basis and share
those findings with you. Yeah, you'll be able to
implement all this yourself, and the idea is that
we're helping you scale from within
because we want to help you go from
small comers business to a bigger comers business, and then we can
help you after that to help build you
an awesome website, take care of your
e mail strategy and help you develop
all of that further. But basically until then, we want to just give
you everything for free and help you as much as we can and build a super awesome
community around that. So scan the QR code
or head to hello different.com slash
community wait list. And basically, once you enter
the form down the bottom, I'll be in touch, and it
will be a personal e mail, and I will be just sending you a bit more information to them how to access the community, and then where we're going
to take it from there. So if you have any other
questions in the meantime, feel free to leave a comment or send me a message directly. Otherwise, it's been so
great running you through all things e marketing
for e commerce. Otherwise, it's been so great
having you here and running through everything to do with
Commerce, email marketing, and I can't wait to see
the results you have while implementing all this
yourself and what it's going to do for
your Commerce business. Talk to you soon
and can't wait to share upcoming courses
and resources with you.
Charlie Sweeney, Let's grow your e-commerce business!
