E-commerce Communication Approaches

An ecommerce company recently approached my team to do an email audit as they were facing challenges with low open and click-through rates. After analyzing their email account, here are our main recommendations to revive their email marketing channel: 1. Strategic Email Segmentation: Currently, your emails lack personal relevance due to a one-size-fits-all approach. This is a crucial area to address. Action Plan: Implement segmentation based on purchase history, engagement levels, browsing behavior, and demographic information. 2. Personalized Content Creation: Generic content won't cut it. Your audience needs to feel that each email is crafted for them. Action Plan: Develop emails specifically tailored to the different segments. This includes curated product recommendations, personalized offers, and content that aligns with their interests. 3. Subject Line A/B Testing: Your current subject lines aren't doing their job. You need to be implementing ongoing A/B subject line tests, as this is low-hanging fruit to improve your open rates. Action Plan: Regularly test different subject line styles and formats to identify what resonates best with each segment. Keep track of the metrics to inform future campaigns. 4. Mobile Optimization: A significant portion of your audience reads emails on mobile devices. Neglecting this is causing a decrease in your email engagement rates. Action Plan: Ensure all emails are responsive and visually appealing on various screen sizes. Test your emails on multiple devices before sending them out. Additional Campaign Strategies We Recommend: - Launch a Monthly Newsletter: This should include new arrivals, style guides, and user-generated content. It’s an excellent way to keep your brand in the minds of your customers. - Seasonal Campaign Integration: Tailor your campaigns to align with holidays and seasons. This approach can significantly boost engagement and sales during key periods. - Re-Engagement Campaigns: Specifically target subscribers who haven't interacted with your brand recently. Offer them unique incentives to rekindle their interest. Next steps: 1. If you found this helpful, please leave a comment and let me know. 2. If you own/run/work at an Ecommerce company doing at least $1 million in annual revenue, message me so my team can audit your email channel to see if there's a good fit for working together.

Crystal Mullins of OSG, emphasizes the need for businesses to modernize Customer Communications Management (CCM) to meet evolving consumer expectations. Companies must move from compliance-focused documents to dynamic, interactive, and user-friendly communications. Crystal Mullins highlights five key strategies for modernizing CCM: 📖 Prioritize Readability and Usability Beyond compliance, documents should be optimized for various devices, especially mobile. Clear layouts and concise content improve comprehension by 47%, reducing customer support inquiries. ⚡ Leverage Interactive Features Interactive documents—like one-click payments and embedded tools—boost engagement by 35% and streamline customer actions. 🤖 Enhance Self-Service Capabilities Embedding AI-powered chatbots and FAQs within digital documents allows customers to resolve issues independently. Over 60% of customers prefer self-service over direct support interactions. 🎯 Personalize Communications Using data analytics to tailor content strengthens relationships and boosts satisfaction by 20%, fostering brand loyalty. 📲 Enable Multichannel Delivery Providing seamless communication across email, SMS, and mobile apps increases digital adoption by 25%, reducing reliance on paper-based communication. 🏆 OSG and InfoSlips’ Award-Winning Innovation OSG and InfoSlips won the 2024 Xplor Application of the Year Award for transforming Explanation of Benefits (EOB) documents into interactive, customer-centric experiences, enhancing engagement and efficiency. Businesses must embrace customer-centric CCM strategies to stay competitive. Enhancing readability, interactivity, self-service, personalization, and multichannel delivery ensures superior customer experiences and long-term success.

Most agencies targeting e-com brands see terrible results from cold email. Despite the saturated market, our team generated 83 qualified leads from 15,483 outreach attempts in just 30 days for a TikTok Shop client. Here's our exact process: 1️⃣ WHY MOST E-COMMERCE OUTREACH FAILS The current state of e-commerce cold email: - Business owners receive hundreds of pitches daily - Inbox visibility is extremely low - Every generic service has been pitched to death (creative ads, email flows, etc) - Case studies all sound the same ("helped Brand X generate $1M!") - Decision makers are skeptical of new vendors - Breaking through requires a fundamentally different approach. The solution: Provide significantly more value upfront than any competitor to earn their attention. Your offer determines everything. 2️⃣ CRAFTING IRRESISTIBLE OFFERS Most service providers lead with weak value propositions: - "Free audit of your store" - "Guaranteed 2X ROAS in 3 months" - "Add $50k monthly through email" These pitches are white noise at this point. Winning offers eliminate friction and risk while delivering immediate value. Examples that convert: - "Built a welcome series for your subscribers, want it?" - "Designed an ad creative for your brand, interested?" - "Created a conversion-optimized checkout page mockup, can I share it?" Track emerging opportunities (influencer partnerships, TikTok commerce) for timely relevance. 3️⃣ BUILDING TARGETED LISTS Our streamlined approach: 1. Extract broad industry lists from Apollo using keyword and technology filters 2. Validate e-commerce status through Clay (confirm Meta advertising when relevant) 3. Enrich contact data through waterfall sequence 4. Apollo provides solid reach based on our testing. Tools like Store Leads and BuiltWith became unnecessary for our use case. 4️⃣ EMAIL STRATEGY THAT CONVERTS We write extremely concise messages. Top-performing emails average 15-30 words for e-commerce prospects. Core principles: - Brevity above all - Lead with value proposition - Reference big-name case studies sparingly - Include downloadable asset Our proven frameworks from 2+ years of testing: TEMPLATE A: {FIRST_NAME}, want {FREE DELIVERABLE} for {COMPANY}? We just helped {CLIENT} with {SPECIFIC PROJECT} to achieve {OUTCOME} - thought this might be relevant. Interested? TEMPLATE B: {FIRST_NAME}, built {LEAD MAGNET} detailing how we drove {RESULT} for {CLIENT} through {UNIQUE METHOD} - should I send it? 5️⃣ MULTICHANNEL FOLLOW-UP We also built out multichannel sequences off the tail end of leads generated from cold email via Clay sending leads to HeyReach.io and beehiiv campaigns. --- Hope this was helpful. Feel free to reach out if you have questions about the process.

Stop being a lazy SPAMMER, Start the Conversation: Troy's Multi-Channel Outreach Value Strategy You know it's just overwhelming. 💁🏻♂️ You can do better than that! The generic, impersonal outreach on LinkedIn is detrimental to genuine connection and business development. Instead of resorting to lazy spamming, let's think about a strategic, multi-channel approach that respects professionals' time and fosters meaningful engagement in a 3 phase approach. ★ Phase 1: Strategic Targeting & Relationship Building Before any outreach, researching your ICP is crucial. Identify your ideal client's preferred communication channels – LinkedIn Direct Messages, email, or perhaps participation in relevant online events. Avoid blanket email blasts; personalize your approach to resonate with each individual. Begin by engaging with their content – comment thoughtfully on their posts, share their insights, and participate in relevant discussions. This demonstrates genuine interest and builds rapport before initiating direct communication. ★ Phase 2: Permission-Based Value Exchange (I made those words up) 💁🏻♂️ Once a connection has been established, obtaining permission before sharing any high-value offer or portfolio is often appreciated. Don't simply drop a link; instead, craft a personalized message outlining the potential benefits based on the conversation itself. It may take several conversations to really identify their needs and challenges. Instead of a generic "Check out my website," consider a brief, engaging video showcasing a relevant case study or a personalized offer. This demonstrates initiative and a proactive approach, aligning with your expertise. ★ Phase 3: High-impact, Value-Driven Communication Your outreach should be more than just a pitch; it should offer genuine value. This could involve offering a free consultation, a short insightful article related to their industry, or a valuable resource that addresses a specific pain point. For instance, instead of a generic email stating "We build engaging websites," you might write, "I noticed your recent post on [topic related to their work]. I've developed a guide on [relevant topic] that may be of use. It already has 10,000 downloads so it might be worth a look. Would you be open to a brief conversation on this [area related to their work]?" Remember, building trust and establishing credibility is paramount. Lazy outreach reflects poorly on your professionalism and hinders your ability to form sustainable business relationships. By shifting from a spam-oriented approach to a personalized, value-driven strategy, you can significantly increase the likelihood of positive engagement and collaboration. Like I said at least 2 times before: Make it happen, captain! (almost rhymes). #mutichannelmarketing #businessgrowth #linkedinexpert