DIY or DFY 🤔

Author

Max Sturtevant
June 17, 2024

The Inbox Newsletter

Hey, it’s Max from The Inbox Newsletter.

Today I want to talk about hiring an agency vs working in-house on your email marketing.

Deliverables for Running a Successful Email Channel

We need to understand what it takes to run an email marketing strategy and channel that products 40%+ of your total store revenue

  1. Email Campaigns

First, you need to be sending 3-4 email campaigns per week.

This will include planning the calendars, reviewing results from the past to influence your decisions, writing the copy, designing the emails, etc.

  1. Email Flow Setup + Optimization

You need to have all your base flows built out and firing.

Typically, you need 6 base flows.

Welcome, site abandon, browse abandon, cart abandon, checkout abandon, post purchase, and winback flows.

This flow system should be at minimum 30 emails.

Then, you should be running reviews at least monthly to check results and setup new tests.

  1. Pop-Up Optimization

Pop-ups are the most important part of your email strategy.

You should be running new tests weekly to improve your top-of-funnel collection and growth on your email list.

  1. Ongoing Data Reviews and Reports

The only way to improve is to review results and apply your learnings to the future.

A normal part of your weekly and monthly routine should be running through results, setting up reports, and applying learnings to the future.

Positions to Run a Successful Email Channel

It’s pretty easy to assign email marketing to anybody.

But it’s very difficult to find people with actual email marketing experience…

Without experience, you’re just guessing what you think will work.

Positions you need:

Lead Strategist
The lead strategist is the brains behind it all. They have to have a very strong understanding of email marketing and know what works. They’re the most involved in the data and calling the shots.

Copywriter
Copy is a difficult skill. The copywriter will be the one writing the emails and looking at the data to write high-converting copy. With new flows over time and multiple campaigns a week they’ll have their hands full.

Designer
This person will do all of the graphic design throughout the account. They should have email marketing experience as email conversion is different than UI/UX and other channels some designers may be used to.

Klaviyo Builder
This position is meant to help clear up mental bandwidth from the Lead Strategist and other positions. This person will upload emails to Klaviyo, upload links, code, set up and monitor that flows are firing correctly, etc

The Problem

Imagine having to pay salaries for all of these positions.

Finding people with niche experience in email marketing looking for a fulltime positing is a challenge in iteself…

It’s unreasonable for most brands.

So, they end up having someone on their team wearing multiple different hats in the business running their email.

Leading to email getting rushed, deadlines getting missed, mistakes being made, and massive underperformance.

This is the trap many brands fall into.

The Solution

Imagine getting all the deliverables taken care of by a small team of people with niche experience in email marketing, having generated millions already.

AND being actively inside of similar ecommerce brands to yours, passing along what’s working from them so you can apply it to your brand.

All for a fraction of the price of a single in-house team member.

Small agencies who actually care about you make the most sense for quality, results, and ROI.

The issue is finding a good one… there are a lot of sh*tty agencies out there.

That’s one of the reasons I post so much content.

I’m trying to prove to you, as an ecommerce owner, that we are not another sh*tty agency that just want to add you to their list of retainers.

Check out our testimonials on our homepage if you want more proof.

The proof is in the pudding!

Email Inspiration Of The Day

Brand:
Kizik


Notes:
This email is a bit long for my taste, but every section is near perfect.

The hero section is perfect, clear headline body copy and a button very high up (+ I love the font blur in the headline)

The product section is clean, you get a good look at the products.

The diagram / graphic with the persons legs / feet is also amazing (people love graphics!).

Great email, I’d just cut out one section and move to another email.

Reply to this email if you have any questions or further content you want covered.

Cheers,

Max

PS - If you want to join a community of 100+ members with daily tips from me, get feedback / support 24/7, AND get design templates that can make 5,000+ unique email designs click here » 

PPS - If you run an ecom brand and want to have a 15 minute strategy session with me, book a call here »