Your Email Marketing Channel is Underperforming and You Don’t Know It | Phillip Rivers | Tetra
Honest Ecommerce · with Phillip Rivers · August 17, 2020 · 24 min
Summary
This episode reveals how most ecommerce businesses are drastically underestimating their email channel performance. By shifting focus from generic blasts to strategic audience building and consistent, valuable communication, online store owners can significantly increase email revenue contribution from a typical 5-10% to a healthy 30-40% or more, transforming it into a high-ROI safeguard against rising paid media costs.
Key takeaways
Aim for 30-40% of your total revenue to come from email. If you're below this, your email channel is underperforming significantly.
Implement robust lead capture systems (pop-ups, forms) to convert paid and organic traffic into email subscribers, as 95% of first-time visitors are not ready to buy.
Shift from generic email blasts to segmenting your audience and providing consistent, valuable content to build relationships and improve long-term engagement.
Leverage email as a cost-effective retargeting tool. Instead of repeatedly paying for social retargeting ads, nurture leads via email after their initial site visit.
Start sending emails consistently, even if imperfect. The biggest hurdle is often just starting and maintaining consistency, refining your strategy over time.
Phillip Rivers is an Ecommerce veteran, who's been in the game for over 14 years. Having built stores from scratch and later selling them he has seen how crucial it is to grow and nurture an 'owned audience'. On this podcast, we talk about the advantage of having an audience before selling stuff, the reasons why SMBs neglect email, how email helps your paid media, and so much more. To learn more, visit: honestecommerce.co Resources: Phillip's Facebook page: facebook.com/PhillipRivers-2236114943087140 Tetra's website: gotetra.co Visit gorgias.grsm.io/honest to get your 2nd month with Gorgias free! Visit klaviyo.com/honest to schedule a demo! Visit postscript.io/install for a free 30-day trial!
Aim for 30-40% of your total revenue to come from email. If you're below this, your email channel is underperforming significantly.
What does this episode say about customer retention?
Implement robust lead capture systems (pop-ups, forms) to convert paid and organic traffic into email subscribers, as 95% of first-time visitors are not ready to buy.
What does this episode say about conversion & cro?
Shift from generic email blasts to segmenting your audience and providing consistent, valuable content to build relationships and improve long-term engagement.
What does this episode say about email & sms?
Leverage email as a cost-effective retargeting tool. Instead of repeatedly paying for social retargeting ads, nurture leads via email after their initial site visit.
What does this episode say about email & sms?
Start sending emails consistently, even if imperfect. The biggest hurdle is often just starting and maintaining consistency, refining your strategy over time.
