The Process That Has Costed Me $100k

Happy Monday!

It’s Max from The Inbox Newsletter.

Today I’m going over our exact process and timeline for exploding ecommerce brands with email marketing.

Let’s do this.

Analyze (Days 0-3)

The Analyze phase is all about understanding the customer, the brand, and then the account (current state of email).

These are the questions you want to ask in regards to each category:

From there, you should have a good understanding of where you stand.

We like to set a 60-Day Success Roadmap, creating an entire schedule of what action items will be complete and on what day.

This allows us to really dial in our priorities.

Typically we will map everything out as something similar to:

• Pop-up form day 3

• Campaign calendar day 7

• Welcome flow day 7

• First campaign send day 10

• All flows, 8-9 different triggers with 40-60 emails within them, completed by Day 28 (each being individually sent over starting on day 7)

• Etc

If you want to know what kind of flows we set up you can check out this video.

After you understand the brand, the customer, the account, and have your roadmap build out, you’re ready to create.

Create (Days 3-30)

The Create phase is now all about acting upon our roadmap.

It can be a bit hectic since there’s a ton going on.

We typically have 40-60 emails in our flows and these are all build out in the first couple weeks.

This is on top of starting with 3-4 campaigns per week.

But it’s important to get things in as fast as possible so you can get things live and start testing.

Our internal process goes as follows:

1. Account Manager writes email

2. Designer designs email

3. Account Manager reviews email (revisions if needed)

4. Senior Account Manager reviews email (revisions if needed)

5. Client reviews email (revisions if needed)

6. Klaviyo tech uploads email to Klaviyo and sends previews to Account Manager and Senior Account Manager for quality checks

7. Account Manager schedules or activates email

We want to make sure we’re doing this in batches of at least 3 emails to improve efficiency.

This process allows for ample eyes on the email, thorough quality checks, and high quality.

In this phase we’ll also be setting up some initial tests in the flows and some base tests on campaigns.

Things like send time, send day, base email styles, etc.

This will help us get some info to go off of in the Elevate phase.

Elevate (Days 30+)

This is the final ongoing stage.

Elevate is all about management and optimization.

Now that all the pop-up forms and flow emails are built out, we can add to them and optimize them.

We ran some base tests in the Create Phase, but we want to build on them and add more advanced tests.

Things like the actual content in the emails, the styles of copy, the product splits, etc

While this is going on, we’d be continuing to execute on campaigns and building upon the data we continue to gather.

Here’s what reporting we do:

• Daily status updates

• Weekly progress reports and stat updates

• Monthly stat deep dives

By having these reviews baked into our processes, we’re forced to notice the trends in the success of campaigns.

With these reviews, you can notice what kind of emails perform the best and what don’t.

Then, apply those learnings to future emails.

To take it a step further, you want to take your winning campaigns and add them BACK into your base flows.

Just adapt them to the use case… such as welcome, abandoned cart, post-purchase etc

A “How To Use” email can easily be adapted into a post-purchase email.

A “Testimonials” email can easily be adapted to a welcome flow email.

A “Satisfaction Guarantee” email can easily be adapted to an abandonment email.

And so on.

In-House Email Extension Team

Ongoing consulting for the whole ecom store is just part of the Elevate phase.

We are the unlimited access email team to any brand we work with.

Want to bring on a new software partnership for a Shopify App? We’ll build out all the emails free of charge.

We’ve also been in and are actively in successful ecom brands of every level, so we have a good feel for when opportunities come about for all areas of the brand.

That’s the added bonus that goes beyond email and can really make a difference in a brand’s longevity.

If you want us to do this for your brand… you can book a free intro consulting call with me here »

Email Inspiration Of The Day

Brand:
Palena Fresh

Email Design:
https://drive.google.com/file/d/1RtYF0QizYLObtoFg8T2tqptl02qOfKQy/view?usp=sharing 

Notes:
This is actually an email from my team and it’s SO good.

This is the type of education that you want in your abandonment emails.

Yes, this email is a bit long. But you should mix up what you’re sending in the abandonment flow.

Beauty.

Template of The Day

If you want access to a bank of 100 mix and match templates like this equating to over 5,000+ possible email designs, click here » 

Helpful Links Of The Day

• Subject lines are overrated

• This is how I write copy in my agency

• How to make a high-converting do a blog 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 »