No One Buys From Email 🤷

Hey it’s Max from The Inbox Newsletter.

You probably saw the title of this newsletter and got a bit confused.

Let’s get brutally honest here…

Do People Even Buy From Email?

Okay, I’m an email marketer and I’d LOVE to get as much credit as I can for generating sales lol.

But, we gotta be honest with ourselves.

I’ve generated $40,000,000 in Klaviyo-attributed revenue for my ecommerce clients.

Like I just said, that’s KLAVIYO ATTRIBUTED REVENUE.

Which is based on their attribution standards.

They will attribute a sale if somebody buys within 5 days of opening or clicking an email.

My client average for revenue generated from email through Klaviyo’s attribution is roughly 42%.

Attribution no matter your platform will always be flawed, it all just depends on how you want to attribute revenue.

If you change your settings to 1 attribute sales to people who only click an email and make a purchase within 24 hours, your attributed revenue would plummet.

My client average would probably drop to 10% in that case.

Email Is Just Part of The Ecosystem

Email is just part of the funnel and ecommerce ecosystem.

The truth is, not many people will directly buy from an email right when you send it to them.

However, it is completely necessary for making sales and elevating your overall revenue.

Here’s a simple example to show you.

You send an email every other day to a new customer in the health supplement industry.

In each email you give value they can use in their daily life, such as low-calorie snacks you can eat at work, or research studies on your product benefits.

You continually build up trust, and they begin to like you… just from your emails.

They don’t directly buy from any of your emails, but they briefly skim them when they receive them from you through the week.

Then, they are in a conversation with a friend talking about their health. You’re the first brand that comes to mind.

Right after the conversation, they see an organic Instagram post from you just of the founder and a recent community event.

They decide, okay this is a sign I’ll go buy. And they do.

Now, email didn’t DIRECTLY make the sale.

But would the customer have made the purchase if they weren’t getting trust built up and objections overcome over the prior couple of weeks through email?

Probably not.

Email Is The Gardener For Your Seeds

I like to think of all of your ecommerce ecosystem as a garden in your backyard.

Your prospects (people who haven’t bought before) are just seeds.

Your customers are full plants, with your loyal customers producing fruit consistently.

Now, you can buy as many seeds as you want from the market down the street(ad platforms).

And if you throw these new seeds (prospects you get from ads) into the soil, you’ll get a few to sprout into plants on their own just with rain naturally falling from the sky.

The problem is, that the weather is unpredictable and letting the seeds grow on their own has a lower hit rate.

However, if you have a gardener checking in on the seeds every day, watering and nurturing them giving them all the resources they need, they’ll predictably convert into a sprout at a higher rate.

Your gardener is your email platform, nurturing seeds into sprouts and sprouts into fruit-producing plants.

With a gardener, your plants that have already grown up to be multi-time purchases will continue to get more care and consistent nutrients.

If one starts to shrivel up, the gardener will give it more attention and special fertilizer to get it back to full health.

This is the beauty of email.

You’re always nurturing and giving your customer base the consistent information they need to convert and maintain being a loyal customer.

TLDR

Email is part of the ecosystem and gives your customer base all the information they need at all times to convert. Rather than leaving conversions up to chance, email allows you to predictably stay top of mind and convert customers over time.

Email Inspiration Of The Day

Brand:
Kaged

Email Design:
https://drive.google.com/file/d/1mo9UZqU40JDWlo197NRBEfnEM4bokNal/view?usp=sharing 

Notes:
Amazing way to show your customers how your product stands out.

“3 Hidden Problems” then explain how your product is different… amazing.

This is a perfect example of watering your seeds into a purchase!

Template of The Day

Great bridge section you can use to educate customers on a few of your products’ main selling propositions.

If you want access to a bank of 134 mix and match templates like this equating to over 5,000+ possible email designs, click here » 

Helpful Links Of The Day

• Top 5 emails I received this week

• Watch me create an email in Figma

• How to work to learn

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 »