The Email Marketing Guide (Must Read-Trust!)
Hey! wassup hope alls good!!,
Enjoy this email marketing guide lol 😇
The purpose of a pop-up form
Why is this important
As there is exponentially increased competition, the customer has less money, and conversion rates are dropping.
Without effective pop-up forms in place, your ad traffic will visit your site and leave to never come back.
You ads lose effectiveness the lower your form performs.
Having a high converting pop-up form will allow your to capture, nurture, convert, and retain your ad-traffic with email.
Thus, increasing revenue over time by converting customers who are cold.
And lowering your Cost Per Acquisition.
The Ecommerce Problem
Most of the people who click your ad and go to your site just aren't going to buy right away.
They have objections of all types.
  • They don't have enough info
  • They don't have the money right this second (pay day is next Friday)
  • They just found out you existed (no trust)
  • They don't know if the product is any good
  • Why not just go with one of the other 1,000+ brands out there
So… they leave the site and you're forced to keep paying on paid ads until all objections are addressed.
How to Convert Cold Prospects
You can't.
It's near impossible to convert cold audiences in ecommerce…
You can only convert warm audiences.
The only people who will buy from you are people who know, like, and trust you.
How do you turn a cold audience into an audience that knows, likes, and trusts you?
Content.
With each piece of content a cold customer sees of yours (no matter what platform), you earn trust points and they become warmer and warmer.
Until they reach what I call the Trust Threshold.
The point in which someone trusts you and has enough information to buy from you.
Content (The Cheap Way)
The reason why Cost of Acquisition is rising so rapidly is that some brands are relying on paid ads for content.
Paid ads will work for reaching the Trust Threshold and getting people to purchase.
But it's expensive.
And in many cases these brands are breaking near even on the first purchase.
The best way to send content without harming your CPA is by sending cheap and predictable content.
That's where email comes in.
It's the cheapest form of content and accomplishes the same goal with the same (or higher) effectiveness.
PS - This is not saying turn off your paid ads and switch to only email marketing. You would be screwed.
Rather, you should focus on paid ads for that initial first or second visit to the site.
Then focus on pop-ups and email to capture and convert these site visitors.
And then convert to multi-time buyers again through email.
Get Ad-Clickers On Your Email List With Pop-Up Forms
Pop-up forms are the forms that show up on your site asking for your email address in exchange for some sort of incentive.
Some may say they are "intrusive" but the ROI is too big to ignore (+ a good form won't be intrusive).
Sampled Brands : Maxhosa, Burnt, FoodGrown and Charles Greig
Importance of Pop-Up Forms
With No / Low Converting Pop-Up
People just aren't ready to buy when they first visit your site.
So you're left with only a few bucks from the people who are ready to buy right then and there.
The others will just leave and never come back.
With A High Converting Pop-Up
A high converting pop-up will allow us to capture the folks we paid so much cash to acquire.
Then educate them through email with and convert them after we have their trust and their objections are addressed.
You Don't Get It Right The First Time
Klaviyo and all these other platforms have plug and play templates you can get on your site in minutes.
Easy enough to just call it quits after that (many brands will do this).
its funny because you're leaving way too much on the table.
It takes real work and know-how to get a from from the industry average of 1-3% to our goal of 5-12%.
The result is 3-10x more revenue in your welcome flow and growth of your list.
Set and Forget = Burning Cash
No matter your form, it can be improved.
It's only through testing, iterating, improving, etc that you reach 10%+ opt in rates.
Even your 10%+ forms should continue to be tested to try to reach 20%+.
In reality, it will take many new tests to really get one that sticks.
8 Common Mistakes With Pop-Up Forms
Too Many Requests
More requests means more work for the customer.
Each millisecond of extra work for the customer will increase churn.
You should only ask for one input at a time with your forms.
First, only ask for email.
Then after they submit, ask for sms.
Time Delay
Your form should not fire instantly.
This will harm the customer experience and result in low submits and high frustration.
And you shouldn't wait too long, such as 30 seconds, because then no one will see your form.
You must find a balance of firing soon enough to where site visitors will see it while not harming the experience.
We typically recommend anywhere between 4-12 seconds so the customer has time to briefly view the site.
Load Speed
The worst thing to have is a form that slowly loads in.
This will harm the customer experience and give them a reason to impulse exit out of the form.
This usually happens if you have a massive image file in your pop-up.
I typically recommend not having pictures on mobile and using heavily compressed images for desktop.
Form Size
In most cases, the bigger your form is the better.
Small forms don't grab your attention enough and make it easy to find the exit button.
Try to get your mobile and desktop forms as large as possible.
Too Much Copy
Any copy about "you will get exclusive offers and promotions" is implied when someone joins your list.
The more copy you have, the more you scare the customer.
Nobody wants to be bombarded with a ton of reading - this will harm conversions immensely.
Too Much Going On
The more you have going on in your pop-up, the more the customer gets overwhelm.
Too much copy, too many pictures, too many colors, etc will increase churn.
We want things to be as simple as possible!
Offer is Unclear
The only reason anybody will join your email list is for an incentive.
If your offer is unclear or hard to find, people will automatically close out of your form.
Don't hide it!
Make it as clear and as large as possible.
Too Easy to Close
At this point, the customer is accustomed to automatically finding an "x" in the top right corner of any pop-up they see.
Right when a pop-up fires their thumb is already moving to the top right corner.
We want to deny people that option, we want them to actually view the pop-up first.
You should instead move your close button and create a seperate button inside the form for closing.
Welcome Flow
Greet new subscribers with a personalized welcome flow that nurtures relationships and drives engagement.
Why This Is Important
Profits are steadily decreasing with rising cost of acquisition across the ecommerce industry.
Customers aren't just visiting your site right away and buying on the spot.
There is increased resistance AND there are 1000s of other brands in your industry the customer wants to look at.
If you don't have warming and exposure mechanisms in place you will suffer from low sales.
And if you rely on paid ads heavily for the first purchase, you are throwing away profits.
The email welcome flow allows you to predictably nurture and convert leads for cheap.
That or otherwise customer would have left and bought from a competitor.
Recent Ecommerce Trends
The Cost of Acquisition Problem
You don't snap your fingers and get people to buy.
People need to know you exist and trust you enough to purchase.
So, you buy traffic to bring in eyes and get people to your website.
The 1st Problem
Buying traffic is expensive.
Mr. Zuckerberg can charge whatever he wants for ads and we're forced to pay up.
What are we gonna do… turn off our ads?
The 2nd Problem
It's very hard to get someone to purchase the first time they see you.
You pay for this site traffic and people leave because of fried attention spans and their ability to check out the thousands of new brands out there.
Until they see you again and again (more ads) to the point they buy.
Thus, cost of acquisition rises.
Most people just aren't ready to buy 🤷‍♂️
Crossing the Trust Threshold
You're paying for ads and website traffic hoping people will buy.
But most just won't.
These people don't know who you are.
The modern customer is weary.
Plus, they like to shop around and look at all the new cool brands that are out there popping up.
To actually hand you their credit card, they need to trust YOU and YOUR PRODUCT completely.
People need to see you multiple times to make a decision.
You need to overcome objections before they can buy.
Overcoming Objections To Lead To Purchase
Overcome these objections:
  • Who is this brand?
  • Are they real?
  • Are they going to scam me?
  • Does their product work?
  • Is their product any good?
  • Is this product worth the price?
Bottom line, you need to PROVE to the customer that you handle all of these objections.
It's not like you can go up to their door and give them a sales pitch.
That's not scalable.
And it would be extremely expensive to hire all those door to door salesman.
You have to send content at scale to connivence these weary buyers.
How do you send content at scale?
Many resort solely to paid ads to get back in people's faces.
Paid ads are great.
People see your ads and click onto the site, look around, see testimonials, and you earn trust points.
The problem is that ads are expensive and will drive up your Cost of Acquisition.
Because again, the customer is weary and doesn't want to buy right off the bat.
It will usually take them more than few ads to get them to buy.
Using The Cheapest Method For Crossing The Trust Threshold
We want to be able to send content in the cheapest way possible to overcome objections.
Social media ads are great because everybody checks social media every day.
But as we've discussed, they're expensive.
What else does everybody check every day?
Their email.
Over 4 billion global users and over 90% of the US population checks their email every day. (only statistic I could find)
On top of that - it's pennies to the dollar compares to social media ads.
On average, for every $1 on paid ads you get $2 back.
On average, for every $1 spent on email you get $44 back.
We must get people on our email list
*You have to repeatedly show content to your audience to slowly convert them. You can do this the cheap way or the expensive way.
TLDR;
Email is the most cost effective way to overcome objections and convert skeptical buyers at scale.
How Do People Sign Up?
Most will come from pop-up forms.
Forms that show up on your site after a time delay offering an incentive for your email.
We spoke about forms in the above chapter.
What Happens To Non-Buyers?
Many recipients won't buy and that's okay.
The welcome flow has two purposes:
  • Convert as many people as possible
  • Prime potential customers to make a purchase down the line
A lot of times people just don't have a burning need for your product now.
But they will.
So it's important you are constantly reminding them of you and your products so you can stay top of mind for when they do have a strong enough need for your product.
We do this by sending constant email campaigns to our list and having high-intent abandonment flows in place.
We want to send value to our customer to continue building trust points.
And eventually they'll get to the point of buying or abandoning their product behind.
The abandonment flows will act as clean up crew to get those people over.
Building A Welcome Flow
The Welcome Flow
This is going to be a sequence of emails sent towards people who join the email list over a duration of 7-14 days.
A dialed in Welcome Flow allows you to automate and predictably convert customers in the pre-purchase decision journey.
The Welcome Flow is going to leave us with one of two outcomes…
Outcome A:
Convert customers who were just curious and otherwise would have left your site.
Outcome B:
Prime future customers for purchases now that all objections have been addressed.
The Problem With Many
The issue with many Welcome Flows is that they are too short in length but too dense in information.
Some brands will try to throw all their brand information in 2-3 emails each being dense in information.
The modern customer has a fried attention span and isn't going to read a bunch of junk.
They need short, bite sized bits of information over a spread out time frame.
Emails 1-8 Outlines
Email 1
Purpose
Deliver a strong intro on your brand in the briefest way possible while giving them what they want, the discount.
Content
  • Deliver incentive
  • Introduce brand unique selling propositions
  • Social proof
  • Show bestsellers
As we discussed we want to really keep things brief.
People are really only here for the discount and maybe get a quick summary of what your brand has to offer before they continue shopping.
We want the design to simple, clean, and easy to follow.
The goal is simply to get people to click.
Email 2
Purpose
Give some brand background to bring the customer closer to the brand and bought into the mission
Content
  • Founding story
  • Mission statement
  • Show a face if possible (put a face to the name —> personal feel)
  • Reminder of discount
People haven't purchases yet probably because you are a faceless brand that they randomly stumbled across in an ad.
We want to slowly get them to believe you are a real brand with a real mission.
Earn trust points and remind them of their discount.
This email will make sales, but the real purpose is to prime them for a purchase down the line.
Email 3
Purpose
Show off your bestseller(s) and give background as to why you stand out from your competitors.
Content
  • Highlight bestseller(s)
  • Explain why it's so good
  • Remind of discount
The consumer is funny because they want choices but they hate making choices.
We want to essentially make the decision for them by giving one or a few options to choose from.
We actually want to go in depth on what makes your bestseller(s) so good.
And of course, remind that they can use their discount.
Email 4
Purpose
Introduce urgency and remind the customer of their discount to get them to buy on the spot.
Content
  • Add urgency to offer
  • Risk reversals
  • Give testimonials for trust
Now the customer knows a bit about your brand and believes you are legit.
We want to introduce some urgency and get them to cross the line that they haven't crossed.
Add some social proof and risk reversals and this email will crush.
Email 5
Purpose
We want to address that up-front and lay out the facts for the customer so they can see the full story.
Content
  • Address competitors vs you
  • Outline brand USPs
  • Distinguish your brand from others
The elephant in the room is your competitors.
Why should someone go with you vs someone else?
People love to see the pros and cons and they love to make a decision themself.
That's what we are providing them with in this email.
Email 6
Purpose
Further prove your brand is reputable and that your products create happy customers.
Content
  • Brand testimonials
  • Media features
  • Any content that proves your brand is legit.
We want to make sure the customer KNOWS your product and brand are great.
Maybe they don't have a strong need for the product right now, that's fine.
They need to know that our product will fulfill that need once the time comes.
By creating a whole email out of this it will also prove we are confident in our product and will stand by it, which says a lot.
Email 7
Purpose
Give the customer a last chance to use their discount to try to get them over the edge.
Content
  • Time or urgency based graphic
  • Your discount is expiring
  • Keep it simple
At this point, the customer has pretty much all the info they would need to make a purchase.
Most of your audience probably would buy from you but are waiting for the right time to do it.
By going hard on urgency here we force their hand.
Email 8
Purpose
We want to give a personal reminder and last chance message that really let's the customer know we care about them.
Content
  • Text based email
  • Remind of discount code
  • Offer resources
So the customer didn't purchase right off the bat.
That's okay, most won't.
But we may be able to get a few more over the line with a nice personal touch text based email.
This will also prime the customer for future purchases, knowing that the brand owner is willing to reach out.
They may have further questions so we also want to let them know they can reply to the email.
Email Campaigns
Why This Is Important
Ad costs are rising (and they aren't going down).
We're having to pay more to get site traffic and acquire a customer.
Which makes retaining your margins in the backend the #1 most important focus for surviving in this market.
Many brands are throwing around monthly discounts to survive, which will kill themself in the long run.
The brands who utilize strategies that maintain high profits will be here for 5 years+
The brands throwing their profits away with discounts will fizzle out in 1-2 years.
The Market In 2024
Customer Trends
As you may have noticed, the consumer is a bit different today than "back in the day."
In the days of buying pantaloons you could acquire a customer and have them for life, because there just wasn't much competition.
Fast forward to today, there's a new pantaloon brand started every week.
With the increased competition and distribution, it's become hard to acquire and keep your customers.
Cosumers like to try new brands. It's hard to resist when there are thousands out there in your niche.
"Back in the Day" Can Even Apply To 2020-2021
In the COVID days of stimulus checks and ecommerce explosion, it was very easy to get people to buy and buy again.
Customers had money to spend and nothing better to do in their time besides shop.
We were in a bull market. People were buying and ecom was "easy"
You could put up a creative in 5 minutes and get an instant 3-4x ROAS on Facebook.
Today, the numbers aren't the same.
Layoffs, inflation, interest rates, etc have made it even harder for a first time consumer to buy.
You can get people to your site no problem.
But converting them is another story.
Trust Is #1
Trust has never been more important for making sales and doing so profitably.
Almost all customers has been scammed online before.
And that has scarred them.
It's like that one time in high school when you got your heartbroken. Every relationship going forward you have trust issues and will never overcome the scar.
Same applies to ecommerce today.
Unlike times in the past, customers today like to do their due diligence on what they're buying.
The Customer Likes to Shop Around
There are new stores popping up every day thanks to Shopify and the low barrier to entry into ecommerce.
And a lot of them are cool, fun, hip, etc.
It's fun scrolling through Instagram and seeing what other brands are out there and which is your favorite.
It's almost more fun that actually getting the product (example - the lead up to a vacation is just as fun as the actual vacation).
The Purchasing Decision
When the customer is done shopping around and gets to that point when they are ready to purchase… say they're thinking between 2 brands.
What brand do you think they'll go with?
Brand A: They have seen 3 times only through ads
Brand B: They have seen 8 times across multiple channels and has gotten value from them
Probably Brand B.
Send more content —> Make more sales.
The Key For Scaling Profitably
I glossed over retention, which is where content offers the most advantages.
We discussed the importance of content to gain trust to get someone ready to purchase.
But content is also a key part in staying top of mind with your past customers to promote repeat purchases.
If you're in someone's face 4x per week they have no choice but to keep you in their mind.
This is what we want.
Occupy mental real estate.
Whenever your customer is going about their day cleaning the kitchen and have a random need come up for your product, YOU will be the immediate brand they turn to.
The Top of Mind Effect
The Top of Mind Effect is when the customer thinks of your industry and automatically turns to you rather than competitors.
Whatever brand holds the most top of mind real estate with their customer base is going to win the Top of Mind Effect battle.
Email Marketing in 2024
Email marketing is the #1 option for sending content, building trust, and staying top of mind with customers for a few reasons:
  1. It's cheap
  1. You own it completely
  1. It's predictable and scalable
  1. It increases your customer goodwill
  1. No one can take it away (Zuck can't shut it down)
To put simply: Email is the cheapest way to get traffic from people who already know, like, and trust you.
Email vs Paid Ads
Rising Ad Prices
(Don't get me wrong this is not anti-paid ads propaganda. Email needs paid ads and traffic to grow the list and function. This is to show they have different uses and email should be relied upon more for repeat content, not the initial first touchpoint)
TLDR
Skeptical buyers and increased competition have made it harder to acquire customers.
Expensive (and rising) ad prices make email the best option for sending cheap content at scale to build trust and make repeatable sales.
Optimal Strategy for 7-Figure Profit
How Often To Send
I'll save you 2 years of A/B testing campaign frequency.
people have tested all of it, from 2 per day to 2 per month.
This is what they found.
Sending 1-2x Per Week
  • Customer forgets about you
  • Customers unable to form a habit of opening emails
  • Leaving money on the table
Sending 5-7x Per Week
  • Higher unsubscribes
  • Customers can get annoyed
  • Dilutes the power of your messaging
  • Revenue plateaus
Sending 3-4x Per Week
  • High revenue
  • Low unsubscribes
  • Top of mind with customer
  • Every email you send has equal weight and impact
3-4 campaigns per week consistently outperform
Why Not Send 1x Per Week?
Sending once per week just isn't going to cut it.
The average American is exposed to over 70 different ecommerce brands every day (younger audience almost double that number).
By the end of 1 whole week that's 490 different brands.
It's easy to forget you in the mix.
Your engagement and your open rate will drop as a result (counter to what you'd think)
Why Not Send 2x Per Day?
You don't want to ram content down your audience's throat. They get annoyed.
You want to send a healthy amount.
And more importantly.
Send the RIGHT content.
If you send only sales focused content at your audience THEN they'll be annoyed no matter how much you send.
What about giving them value? Entertainment? Tips and tricks?
That's where you can strike the healthy balance that prints cash and builds a passionate fanbase.
Building Habitual Engagement
When customers expect your emails in their inbox frequently, they're more likely to look out for them and open them.
Frequent emails can help develop a habit among your subscribers.
This habitual engagement improves open rates and, by extension, the potential for conversions.
It's a virtuous cycle: the more they engage with your content, the more familiar and comfortable they become with your brand, which can lead to increased loyalty and higher lifetime value.
The Exposure Effect
This is a psychological phenomenon that states that people are trained to like things they are familiar with.
By sending more content to get people familiar with you, the odds are they will turn into a fan.
What To Send
No one wants to only receive offers, discounts, and "pick me!" type content.
By doing so, you seem needy.
And no one wants to buy from someone needy, it creates sales resistance.
By being altruistic and avoiding asking for sales you accomplish two things:
  1. Avoid annoying your list with discounts over and over again
  1. Position yourself as a sought-after brand who doesn't need to beg for purchases
Education + Positioning =
Sales Without Discounts
The modern customer wants to do their due diligence and understand the product they are buying.
We want to remove as much friction as possible for them in that process.
The content that wins will do two things:
A) Educate the customer on a problem, a process, or a solution
B) Position your product as the solution
If you can do both, you will guide your customer to making the right decision.
And earn trust points in the process needed to make a buying decision.
Educational Frameworks
By educating on problems and processes you prime the recipient for purchases which are made in the solution education.
In using these educational frameworks you want to subtly position your product as the solution and superior option.
Problem Education
Why many fail to xyz
What is xyz topic
Why most xyz solution is bad
Where many go wrong with xyz
Process Education
How to xyz
How to overcome xyz
The history of xyz
The old way of xyz
Solution Education
How xyz product is made
What people say about xyz product
How / why xyz product works
How to use xyz product
Using Micro Topics
Micro topics are small little sub topics of information on your industry, your process, and your product.
This allows the customer to digest the information easier (it’s easy to remember one point rather than 10).
Each email will only be looked at for a MAXIMUM of 3-5 seconds.
Focus on one specific point in each email you want the customer to take away.
If you try to give too much information and cover too many topics you won't get ANY message across.
Ask yourself - "what is the ONE single thing I want my customer to know after looking at this email?"
One email. One topic. One takeaway.
Creating Microtopics
You can find thousands of quick and easily digestible topics within your one product / niche.
Find your large overarching topics and create micro topics off of them.
Then create singular emails about each one.
Supplement Brand Microtopic Example
Campaign Calendars
Building A Campaign Calendar
Now that you have a ton of content to choose from, it's time for the easy part - making your calendar.
Here's the process we use to build a monthly calendar:
  1. Determine Important Dates and Insert Into Calendar
  1. Holidays
  1. Product Launches
  1. Sale dates
  1. Add Supplementary Emails to Important Dates
  1. Reminders
  1. Teasers
  1. Fill In Gaps For 3-4 Campaigns Per Week Micro-Topic Campaigns
  1. Use the examples given in this guide!
Abandon Cart Flow
Why This Is Important
70% (and rising) of ecommerce carts are abandoned in 2024.
In most cases, these customer won't come back.
By not having this system in place you are actively burning cash you literally already had in your hands.
You are losing revenue each day with every abandonment you let slip by.
By going through this document and automating your recovery effectively you will gain more sales and prevent your competitors from stealing your sales.
Current Ecommerce Trends
More Stores = More Competition
There are new stores popping up every day thanks to Shopify, ease of sourcing products, and the overall low barrier to entry into ecommerce.
And a lot of these new brands are cool, fun, hip, etc.
What this means is that you are not that special.
The consumer has more options to choose from in your niche.
It's becoming increasingly difficult to make sales in a competitive market like ecom.
The Consumer Is Shopping Around More and Buying Less
Everybody at this point has been scammed online before. And that has scarred the customer.
Unlike times in the past, customers today like to do their due diligence.
The customer also just has less money to spend.
We're also no longer in the 2020-2021 era of stimulus checks and mass spending.
With all the new stores popping up every day, the customer will shop around before spending their precious money.
And it's even fun scrolling through Instagram and seeing what other brands are out there.
It's easy for your brand to get caught in the mix.
The Cart Abandon Problem
70% - 85% of Carts Are Abandoned in Ecommerce
This is a staggeringly high rate of abandonment.
70 people out of 100 like your product just enough to add to cart but aren't convinced enough to buy.
There are many possible explanations for this:
  • They had an objection
  • They got distracted
  • They wanted to come back later
And those people will leave your site and more often than not won't return.
More than 30% of shoppers plan to buy products in their cart at a later time (but don't)
Many customers aren't looking to buy right this instant.
There isn't enough urgency or convincing on the site to get them to buy now.
Theoretically that doesn't seem like an issue. The customer is planning on coming back.
But the issue is that many people have terrible memories.
So they completely forget they added an item to their cart.
And by the time they remember weeks down the line, they already changed their mind about buying.
Thus, you lose a lose a sale.
59% of customers abandon their carts because they are just browsing
The "Add to Cart" button has a new use case.
People in 2024 aren't always treating their cart as a cart.
They are treating their cart as a "like button".
Just as someone would "like" a funny cat video on Instagram.
They'll add a few items they like to their cart, continue browsing, and plan to come back to make a decision.
Similar to the prior slide, people have terrible memories and they won't come back.
But there's a bright side to this.
More people today are clicking on their cart and adding items to it.
This gives us more opportunity to send targeted marketing at them.
If you don't, you're burning cash.
26% of shoppers end up buying the abandoned item from a competitor later
The customer likes to shop around.
There are thousands of brands in your niche, why go with the first are second option they see?
Getting somebody to add to cart is no longer a done deal…
But that's only half the battle.
You have to continue to work your leads until they purchase.
Or else they may go to a competitor.
The Problem With Many Cart Abandon Flows
You Don't Actually Have a CART Abandon Flow
Go look right now.
90% of the brands I audit don't have a proper Cart Abandon Flow.
I would bet money that you have a "Cart Abandon Flow" but the trigger is "Checkout Started"
That means it's actually a Checkout Abandon Flow!
Klaviyo's Abandoned Cart flow is incorrect, and you need to fix it.
The Flow is Too Short
With only a few emails, you're letting your customer off the hook too soon.
They may forget or go with a competitor.
Extend your flow to 6+ emails across 1-2 weeks time.
This will improve conversions for a few reasons:
  • Multiple reminders makes sure the customer didn't just forget
  • Allows you to overcome more objections
  • Stand out from competitors
  • Gives enough time to make a decision (2 week decision period)
The Copy Isn't Effective
We want our copy to be quick and to the point.
The simple fact that you are showing their item that they specifically added to their cart will carry 80% of the sales.
Make sure their item is the #1 feature of the email.
Then, we want to overcome the common objections.
Give them quick info on shipping, the use of the product, customer reviews, etc.
Be sure to answer FAQs and make the decision process as crystal clear as possible.
The Design Isn't Conversion Optimized
Similar to copy, we want the design to be short and sweet.
Get straight to the point and address their item they left behind.
Main aspects you want in your design:
  • Clear headline addressing cart or value proposition
  • Button very high up in the email
  • Properly show the item left behind with relevant information
  • Icons or sections with further information
The Optimal Cart Abandon Flow
Flow Outline
Exact Email Outlines
Email 1: Quick Reminder
Context
Many people are going to convert just off the quick reminder.
In this email we don't want to waste any space or words on anything.
We want to get straight to showing the customer EXACTLY what they left behind and allow them to finish their order.
Don't try to get too fancy here, too many words or graphics will distract the customer from buying.
Purpose
Simply remind the customer of what they left behind.
Content
  • Quick remark addressing their product
  • Dynamic product section
  • Social proof / risk reversals
Winning Subject Line Ideas
  • Watcha got there?
  • You left something behind…
  • Forget something?
  • Eying something?
  • See something you liked?
  • Is your wifi doing alright?
  • This catch your eye?
Email 2: Nudge With Social Proof
Context
This email we want to keep very similar to the prior email.
Sometimes people just need another reminder.
This email will clean up any of the remaining people who are ready to buy off reminders as well as get more people over the edge with further social proof.
Purpose
Give a second reminder of their cart but sprinkle in some more social proof to get them over the edge.
Content
  • Quick remark addressing their product
  • Dynamic product section
  • Further social proof / risk reversals
Winning Subject Line Ideas
  • This would look good in your mailbox.
  • You have great taste.
  • Your cart was VERY we message you.
  • Quick heads up
  • Everything cool with your cart?
  • Your order is waiting…
Email 3: Product Specific, Overcome Objections
Context
The customer didn't finish their order just by simple reminders, so they likely need more info.
We want to send them specific information about the item they purchased so they can have the necessary info to buy.
Give them the facts and overcome objections in this email specific to them.
Purpose
Give the customer more info about the specific item(s) they abandoned.
Content
  • Product specific information
  • Dynamic product section
Winning Subject Line Ideas
  • Our [product] is a good choice
  • Here's why you loved it
  • There's more to what you saw
  • You picked a good one (here's why)
  • More info on your item
Email 4: Product Specific, Testimonials
Context
Similar to the last email, specific information regarding the customer's abandoned product are going to go a long ways.
People need testimonials to buy, give them what they want!
Purpose
Testimonials are one of the #1 ways to convert skeptical customers, this can get many on the edge prospects to buy.
Content
  • Reminder on customer's cart
  • Dynamic product section
  • Testimonials and social proof
Winning Subject Line Examples
  • ⭐⭐️️⭐️⭐️⭐️
  • The people have spoken!
  • Your item is a fan favorite…
  • Here's what others are saying
  • Customer approved
  • "[insert testimonial]"
Email 5: Last Chance
Context
At this point the customer should have all the info they need to purchase.
Now it's just about getting them to act.
A bit of urgency can get someone over the edge so that's what this whole email is about.
Purpose
We want to go hard on urgency and give the customer a harsh deadline to get them to impulse finish their order.
Content
  • Add urgency in your copy
  • Dynamic product section
  • Further shopping ability
Winning Subject Line Ideas
  • Last chance to claim
  • Your order is expiring
  • Gone tomorrow
  • Your cart is leaving
  • See ya later!
  • Are you sure you want to let this go?
Email 6a: What Happened?
Context
Now it's time to waive the white flag (almost).
This email serves as an absolute last chance to buy for past buyers.
If this is a past customer who didn't purchase their cart this time, we'll let them go. For non-buyers we'll send them a discount to get them over the edge (in the next email).
We also just want to offer support because maybe their objection / question wasn't addressed.
Purpose
Use a personal founder touch to get a last ditch effort at conversion. We also want to offer support for if the customer has questions.
Content
  • Text based email from the founder
  • Give a last chance to order
  • Offer support for any questions
Winning Subject Line Ideas
  • Everything okay?
  • Just checking in
  • Let us know if you need anything
  • Was this on purpose?
  • All good?
Email 6b: Discount Opener
Context
This email should only be sent to people who have never bought from your brand before.
With these members we are willing to give a discount to get them to try our products.
We want to make this a flash discount with a ton of urgency to get the impulse purchase.
Purpose
Offer a price incentive to get first time buyers further incentive to cross the line in buying.
Content
  • Offer discount with urgency
  • Dynamic Klaviyo section
Winning Subject Line Ideas
  • Flash Discount! 🚨
  • A special offer just for you
  • Take [offer] OFF your cart!
  • A special gift for you
  • Act Fast 🎁
Hope You Enjoyed!
Want More Help?
If you're an ecommerce brand and are interested in email marketing - Book a free discovery consultation call.
Made with