Get Over The Fear of Hitting Send and Annoying People | Chase Dimond | Structured
Honest Ecommerce · with Chase Dimond · February 28, 2022 · 36 min
Summary
This episode cuts through the noise to deliver actionable email marketing strategies for DTC brands. Chase Dimond, an email marketing expert, shares his framework for consistent, high-performing email campaigns, emphasizing the importance of balancing send frequency with audience engagement and leveraging data for hyper-personalization in a post-iOS 14 world. Implement his advice to unlock significant email revenue without alienating your subscribers.
Key takeaways
Don't fear sending too many emails; most brands send too infrequently. Start with one email per week and gradually increase frequency as long as positive engagement (opens, clicks, conversions) remains high and negative engagement (unsubscribes, spam reports) stays low. Aim for a 1% or lower unsubscribe rate as a key threshold.
Implement a comprehensive email flow strategy covering pre-purchase (welcome, abandoned cart/checkout, back-in-stock) and post-purchase (thank you, cross-sell/upsell, win-back, breakup series) to maximize coverage and revenue opportunities.
Aggregate as much customer data as possible into your ESP (Klaviyo, Omnisend, etc.), including acquisition source and onsite behavior, to enable true personalization amidst diminishing data from platforms like iOS. This is critical for effective segmentation and targeting.
Beyond GIFs, explore advanced email technologies like AMP (Accelerated Mobile Pages) to create interactive experiences within emails, such as product carousels, in-email reviews, and surveys. This enhances engagement and brings the website experience directly to the inbox.
Balance highly designed, experiential emails with plain-text emails from founders or community figures to foster a more personal connection and potentially improve inbox deliverability and human relatability.
On this podcast, we talk about when to incorporate plain text emails, too much focus on attribution that makes brands forget about the purpose of SMS and emails, marketers getting confused by the 2 hats they are wearing, and so much more!
Don't fear sending too many emails; most brands send too infrequently. Start with one email per week and gradually increase frequency as long as positive engagement (opens, clicks, conversions) remains high and negative engagement (unsubscribes, spam reports) stays low. Aim for a 1% or lower unsubscribe rate as a key threshold.
What does this episode say about customer retention?
Implement a comprehensive email flow strategy covering pre-purchase (welcome, abandoned cart/checkout, back-in-stock) and post-purchase (thank you, cross-sell/upsell, win-back, breakup series) to maximize coverage and revenue opportunities.
What does this episode say about analytics & attribution?
Aggregate as much customer data as possible into your ESP (Klaviyo, Omnisend, etc.), including acquisition source and onsite behavior, to enable true personalization amidst diminishing data from platforms like iOS. This is critical for effective segmentation and targeting.
What does this episode say about email & sms?
Beyond GIFs, explore advanced email technologies like AMP (Accelerated Mobile Pages) to create interactive experiences within emails, such as product carousels, in-email reviews, and surveys. This enhances engagement and brings the website experience directly to the inbox.
What does this episode say about email & sms?
Balance highly designed, experiential emails with plain-text emails from founders or community figures to foster a more personal connection and potentially improve inbox deliverability and human relatability.
