Email Marketing Made Easy

Author

Max Sturtevant
March 12, 2024

Don’t overcomplicate it.

Hey, Max here with The Inbox Newsletter.

I’m going to go on a quick rant real quick.

I get kinda annoyed when people over-complicate email marketing.

Because it doesn’t have to be that difficult, complex, or advanced.

“YoU sHoUlD bE sEgMeNtInG yOuR lIsT bY tHeIr FaVoRiTe CoLoR aNd SeNdInG tHeM cUsToM CoNtEnT”

No.

Well, yes.

But no.

Segmenting your list to a bunch of micro lists, having different tracks of campaign groups to send to, and doing advanced automations WILL help conversions.

But at what cost?

All that time and effort to get a net 2% increase in revenue when you could have spent less time on a larger lever that will increase revenue 25%.

By focusing on the tiny levers you will begin to overlook the larger levers and harm your results.

Rather than nailing the basics and working tirelessly on getting them hyper-optimized.

The only real things you should be focusing on are:

  1. List Growth - get your pop ups converting at 8%+ and keep testing.

  2. Consistent Campaigns To Your Engaged List - send 3-4 times per week consistently. Whatever the content is, you’ll get traffic. Optimize your topics and spend time testing and coming up with new angles.

  3. Base Flows Firing - Welcome flow, Site Abandon, Site Abandon, Cart Abandon, Checkout Abandon, Post Purchase, Winback, and Sunset Flows (if those sound like gibberish to you watch this video).

  4. Monitor Deliverability - As long as you only send to engaged segments and your flow emails get 40%+ opens, you’re all set. Don’t overcomplicate it.

Only once these 4 pillars are locked in can you worry about the advanced stuff that move the needle 2% at a time.

I run an account that does $800k/mo from email and SMS and this is all we do. Have an 11% pop-up, have the basic flows in place with weekly tests, send consistent campaigns to the 120 day engaged list, and on-point deliverability.

There’s a lot of buzz with segmentation and automation.

I talk to brands who ask about if they should be dedicating email sends purely to customers who have viewed a certain product category in their store, but then they only send once per week and don’t even have an Abandoned Cart flow which would net them $15k/mo extra.

Don’t get distracted and overwhelmed by all the crazy stuff agency owners will throw around to try to make you seem incompetent.

Get your bases in place and THEN focus on the advanced stuff.

Because the truth is you can run an 8-figure email list just with the pillars I discussed above.

This is the way.

Email Inspiration Of The Day

Brand:
Hers

Notes:
A really great way to boost your email design is taking a main color from your header image and making it the accent color for your designs.

In this example, the woman is wearing a lime green dress. Notice how the email revolves around that green color. This helps the email have continuity and flow.

In this case her dress is also the color of the product packaging which further promotes the continuity and flow of the email.

Great email by the Hers team.

A/B Test Result Of The Day

This was a Site Abandon flow test across a 20,000 member sample size.

Email 1a: One main header button shop bestsellers

Email 1b: 3×4 product layout of individual products WITH a top button “Shop Bestsellers”

Email 1c: 3×4 product layout of individual products

Email 1d: 3×4 product layout but with links to collections

Result Insight: Although 1c had the least clicks it had far and away the most revenue. This tells us that the clicks were much higher intent. The layout with specific product links and forcing the customer to make the decision in the email worked the best in this case.

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

Cheers,

Max