Tag: email marketing

The canary in the email marketing coal mine

In the past miners would take a caged canary into coal mines. It wasn’t to help them whistle while they worked though. If the miners hit a gas pocket, the canary would die before the gas got strong enough to kill the miners. The canary was an early warning system for the miners. Which is …

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The two campaign email marketing strategy

There are a variety of ways to run an email campaign. You could send out a new email to everyone each day/week/month. This can work great for timely information and is the easiest campaign to start and maintain. You can also setup a specific sequence that goes to everyone based on their individual schedule. So …

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Adapt your marketing to avoid your worst customers

At some point it’s not worth it to market to some customers for reorders. They might be unresponsive. They might be chronic returners. Or they might just cost too much to reach so even when they do order, you’re not turning a profit. Your limit will depend on how much it costs to reach them. …

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Start smaller projects instead

We were planning to finish our basement this winter and spring. It’s a significant space in our house and would be a great office for me. But there are only a limited number of contractors accepting projects and the prices are high right now. Too high to make it worth the investment. So we decided …

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Giving away too much revenue due to a segmenting mistake

The other day I received an offer to fill out a survey to get 10% my next order at a store I buy from frequently. Minutes later, I got a second offer but this time for 15%. Same email. Same survey. Sent to my same email address. Different discount. Of course I used the 15% …

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Focus on email driving purchases and not list-building

I have a history of reading a lot (getting back into the habit right now). As part of my reading I take a lot of notes, which themselves become mini-books. One thing I started doing years ago was to create directives from my notes for each book. Directives are compressed advice. They are a way …

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Poor email marketing open rates

A Repeat Customer Insights customer was planning a campaign but struggled with poor open rates in the past and was looking for advice. We have these customers in an e-mail segment, but when we usually sent emails to this segment we have a very poor open rate Open rates are a tough metric to use …

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Timing your email types in a new customer welcome campaign

When creating a new customer welcome campaign you have to strike a balance between educational and pitching. If you go pure education, you run the risk of only the most motivated customers buying. If you go pure pitching, you run the risk of pissing off new customers and never seeing them again. A balance between …

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Get serious with growing your repeat customers

Let’s say you decided to start getting serious about growing your repeat customer base. With all the advice out there, where do you start? There are three things I’d recommend. They are a mix of tactics that are effective, target common weak points in Shopify stores, and areas that can get you the best return …

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