232: How To Get Started With Email Marketing

12/31/19 • 33 min

Today we’re bringing you part two of our “How to Get Started” series, and in this episode, we’re talking about email marketing.

If you’ve recently launched a business and want to get started with email marketing, this episode is for you.

Or, if you’ve had an agency managing your email for some time, and want to make sure everything is running as it should be, there are some helpful tips in here that will deepen your understanding.

We talk about best practices for list creation, how to capture leads, which emails to create first, how to determine the number of emails you should be sending, and more.

Enjoy!

Episode Highlights

4:15 Choosing an email service provider (ESP), and why Klaviyo is a great option for many businesses.
5:49 Getting your ESP set up correctly: some key things to keep in mind.
8:35 Best practices for list creation and management.
9:35 Checklist for making sure your ESP is set up correctly.
10:15 How to start capturing leads and growing your list.
12:03 The more unique your offer, the better. But ultimately, don’t overcomplicate it.
14:03 Building an email template for your brand.
17:38 Austin’s recommended approach for warming up your audience.
19:51 Campaign emails vs flow emails and which ones to prioritize.
21:59 Automated email flows to start with: Welcome Series (Buy or Die), Abandoned Cart, Browse Abandonment.
25:00 Best practices for sending campaign emails and how to start segmenting your list.
29:22 When it’s right to expand your audience: the ideal open rates to look for.
30:44 How to decide how many emails you should be sending.
31:49 Examples of valuable content that drives revenue.

Links And Resources

Today we’re bringing you part two of our “How to Get Started” series, and in this episode, we’re talking about email marketing.

If you’ve recently launched a business and want to get started with email marketing, this episode is for you.

Or, if you’ve had an agency managing your email for some time, and want to make sure everything is running as it should be, there are some helpful tips in here that will deepen your understanding.

We talk about best practices for list creation, how to capture leads, which emails to create first, how to determine the number of emails you should be sending, and more.

Enjoy!

Episode Highlights

4:15 Choosing an email service provider (ESP), and why Klaviyo is a great option for many businesses.
5:49 Getting your ESP set up correctly: some key things to keep in mind.
8:35 Best practices for list creation and management.
9:35 Checklist for making sure your ESP is set up correctly.
10:15 How to start capturing leads and growing your list.
12:03 The more unique your offer, the better. But ultimately, don’t overcomplicate it.
14:03 Building an email template for your brand.
17:38 Austin’s recommended approach for warming up your audience.
19:51 Campaign emails vs flow emails and which ones to prioritize.
21:59 Automated email flows to start with: Welcome Series (Buy or Die), Abandoned Cart, Browse Abandonment.
25:00 Best practices for sending campaign emails and how to start segmenting your list.
29:22 When it’s right to expand your audience: the ideal open rates to look for.
30:44 How to decide how many emails you should be sending.
31:49 Examples of valuable content that drives revenue.

Links And Resources

Previous Episode

231: Scaling Successfully With a $25 Product: How Peepers Reached 900% Growth

Not many ecommerce brands can say they’ve been around for almost 30 years, but Peepers is one of them.

Founded in 1993, with a website that went live in 1996, Peepers has been going strong ever since.

In the last 10 years alone, they’ve grown by 900%.

John Hart joined the team five years ago and is now the Ecommerce and Operations Director.

Today he joins us to talk about how Peepers has continued to evolve, the marketing strategies they're using, including why they find major value in Amazon, and how they’ve successfully approached wholesale.

Enjoy!

Episode Highlights

5:08 Introducing John and how he ended up at Peepers.
8:27 What Peepers is doing differently that allowed it to grow 900% over the last 10 years.
10:10 Peepers’ approach to growth and the channels they’re currently investing in.
12:36 Prospecting techniques for both online and offline.
13:57 John’s feelings about selling on Amazon and how they make it work in their overall marketing strategy.
17:22 The challenge of selling glasses online, and the fun strategy Peepers is using to overcome it.
20:29 Why Peepers hasn’t ventured into AI on their site yet.
22:36 Lessons learned about website speed and sacrifices that had to be made.
25:01 Coming up with the perfect product price and Peepers’ price-testing process.
28:49 Peepers’ approach to growing the wholesale component of the business and supporting their partners.
31:32 How John’s role has evolved over the last five years and what he’s focusing on now.
33:51 Employee retention at Peepers and what they do to keep people happy.
38:09 A quick win from John will help you improve your business.

Links And Resources

Peepers.com
Peepers Perfect Pair Finder
Episode 204: How To Build A Baller Quiz Funnel On A Tiny Budget
John on LinkedIn
[email protected]
@a_brawn on Twitter
@andrewfoxwell on Twitter
Brand Growth Experts
Foxwell Digital
Review or subscribe on iTunes

Next Episode

233: Agencies Aren’t Your Enemy: How to Work Together & Build a Better Brand

Digital agencies get a bad rap these days.

From providing inflated results to wasting time on dead-end tactics, many businesses have fired their agencies and moved things in-house.

However, agencies aren’t the enemy. You just have to understand how to build the right relationship with them, and truly integrate them with your team.

Our guest today is Susan Wenograd the CMO of digital agency Aimclear.

We talk with Susan about the shift she’s seeing in where brands are directing their paid ad spend, and the issues of attribution that are coming along with it. She talks about how to build a deeper relationship with your agency so they can bring you greater success, and her thoughts around navigating the digital landscape as things continue to change and evolve.

This episode is a must-listen whether you're a digital agency or doing digital marketing in-house for a brand.

Enjoy!

Episode Highlights

8:01 What the role of CMO looks like at a digital agency.
10:06 The changes in where brands are spending their paid media dollars.
14:43 Today’s analytics are not the analytics of the future, and why attribution objectives may continue to get less defined.
18:08 How to spot an agency that’s getting results that are too good to be true.
21:26 If you want your agency to be a better partner, you need to more transparent.
24:58 As an agency, it’s important to have the difficult conversations and be a leader.
30:17 Global perspectives on digital marketing and where the US is falling behind.
34:35 You cannot fix broken strategy by optimizing tactics.
37:02 If you're entire marketing plan only consists of spending $300K/month on Facebook, you do not have a brand (and that’s a problem).
41:06 Why fluidity and flexibility are the keys to long-term success.
42:35 Is it time to hand bidding control over to Facebook?