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Friday, June 4, 2021

Our Secret Weapon for EDM Strategy

Our kickass design team recently acquired a new secret weapon and together, they’ve been getting some seriously impressive results…

Introducing Pip, Expose Media’s Email Marketing Specialist. 

Coming into Q3, it's important that businesses double down and start focusing on their eCommerce marketing strategies.

That’s where Pip and our creative team comes in. With their help, we’ve been able to onboard clients to Klaviyo, a CRM and Email Marketing platform and well, the results speak for themselves- but more on that later. 

An expertly crafted email strategy can do wonders for revenue, but when executed poorly, they’re little more than a waste of time. As we all know, time is money, so check out Pip’s Top 5 Email Tips below, and make sure you’re not wasting yours!

1. Clean. Your. Lists.

This is by far one of the most important tools when it comes to your Email Marketing strategies. Many people assume that the more subscribers or contacts you have in your database the better. That’s not the case. For Email Marketing to be a revenue generator, your emails need to be properly engaged with and this won’t happen if you have hundreds or even thousands of uninterested contacts. List cleaning is an easy and free way to drive your Click and Open Rates through the roof and improve your trusted sender status with inboxes. First, segment your lists by contacts who have bounced and who haven’t opened your last 3-4 emails, but they were delivered. This will become your regular cleaning list to exclude from your email sends for a few weeks. Then once the list has grown, you can assume that these people are your unengaged audience and suppress them. Yes, you’ll be removing contacts, but in the long run this will 

a) Save you money- the more subscribers you have, the more expensive your account is to maintain. Culling those that aren’t converting is an easy way to cut unnecessary costs.

b) Improve your click and open rates and as a result drive further engagement and revenue. 

2. Get savvy with your subject lines

Show us an inbox that isn’t full of unread marketing emails and we’ll show you a flying pig- bottom line? They don’t exist. Now don’t get us wrong, we’re not saying marketing emails don’t work. We’re just saying we all get A LOT of them. Which means yours need to stand out. The best way to do that? Craft a killer subject line. The subject line is your first, and often, only chance to grab your reader’s attention and convince them that whatever is in your email is worth 2 minutes of their time. Some effective strategies here include reverse psychology, shocking or polarising statements, discounts and emotional anecdotes. 

3. Stay out of the spam folder

A carefully crafted email ending up in the spam folder is a common tragedy, but there are easy steps you can take to make sure it doesn’t happen to you. The first and most important is to ensure your recipients have opted into your emails, doing so means you won’t be flouting any regulations like the CAN-SPAM Act. The second is making sure your copy reads well- that means avoid using all caps and excessive punctuation. Every spam filter is different, but there are plenty of free comprehensive guides online that can help you make sure your emails make it through most. The third and equally important step is to make sure your domain is verified. This ensures your campaigns will end up in people’s inbox - and not their spam folder. 

4. Aesthetics are everything 

Attention spans today aren’t what they used to be- that’s a fact and it means your emails need to be eye-catching and easy to navigate. Chances are your recipients will scroll through the whole email before reading any of the copy, so make sure they like what they see. Think clean graphics, short paragraphs, bullet points and eye-catching CTA’s. 

5. Make sure you’re mobile friendly 

Studies show over 60% of email opens occur on mobile devices. Ensure you always check how it looks on your phone prior to sending. So if your emails aren’t optimized for hand-held viewing, chances are you’re losing over half your audience straight out of the gate. 

So, what do these tips look like in action? Well...

An electronics client came to us with an Email Marketing strategy through Hubspot, with the desire to move over to the industry choice, Klaviyo. Our team worked with them to migrate, warm and launch their new account in Klaviyo and the first month’s results smashed previous targets.

In just 30 days, their Abandoned Cart sequence generated over $82,000 in revenue.

But this automated sequence wasn’t the only campaign creating revenue, their Mother’s Day sale generated a huge $100,000, from Klaviyo alone. 

Now, each week our team works to design, create and execute curated campaigns to this client’s subscriber list, generating between $10k and $30k revenue weekly.

Want to learn more? Check out Klaviyo’s courses! They’re absolutely packed with useful information! 

Or if you’d prefer a little help, give us a call! 

For a limited time, Expose Media is offering 5 lucky businesses a FREE email marketing audit. 

To qualify, your business must have a minimum of 50,000 active subscriptions. We’ll do a deep dive into your current strategies, find out what’s working, what’s not and how we can help take your brand to the next level with Email Marketing.

Book a call now!