Email marketing has historically professed to be an old school channel, but that is simply not the case. Email remains to be one of the most effective marketing channels for most ecommerce businesses. From email automation and segmentation to evolutions in design, the email marketing landscape has changed significantly, making it a high-converting channel for SMBs. In fact, the average ROI is $32 for every $1 you spend on email marketing and over 60% of consumers say they enjoy receiving promotional emails weekly. With these stats, it's impossible to ignore the importance of having a strong email strategy. We've teamed up with the experts at Essence of Email to show ecommerce business owners how to create effective email marketing strategies that are poised to bring in more sales and increase customer retention. In this webinar you'll learn the following: - How to grow your email lists - Email segmentation best practices - Three highly effective email automation workflows - The key to email campaigns that keep customers coming back

1. WINNING TACTICS
FOR
ECOMMERCE EMAILS
WEBINAR

2. ECOMMERCE FOR EVERYONE
Built for eCommerce success
• Stunning, intui)ve themes
• In-house marke)ng and design agency, Studio
• Zero transac)on fees
Why Volusion?
• Merchants earn 2x more using Volusion than the
leading ecommerce compe)tor
Star:ng your own online store?
• Sign up and get 50% off your first month!
• www.volusion.com/partner/essence-of-email?
v=2

3. Email Marke+ng Agency
ESSENCE OF EMAIL
5 years of experience
118x average monthly email marke5ng ROI
$18.7M annual client email marke5ng revenue
200 eCommerce clients in USA, Canada, Australia

4. Email Marke+ng Agency
ESSENCE OF EMAIL
Xiaohui “X” Wang
Founder
An email marke/ng expert, with over 6 years of
experience across all types of eCommerce retail
shops, from solo opera/ons to IR500 brands.

5. THIS IS WHAT WE’LL TALK ABOUT
AUTOMATION
Three Highly Effec.ve Email
Automa.on Workflows
LIST GROWTH
How to Successfully
Grow Your Email List
CAMPAIGNS
Email Campaigns That Keep
Customers Coming Back

6. LIST GROWTH
How to Successfully Grow Your Email List

7. Email List Growth
Email is 40 *mes more effec*ve at acquiring new
customers than Facebook or Twi<er.
All brands lose an average of 20% of their mailing list
annually due to a8ri9on, so it’s important to be strategic
about your list growth.
How It Works:
• POP-UPS
• CHECKOUT EMAIL CAPTURE
• SWEEPSTAKES
• GATED CONTENT
• SOCIAL MEDIA
• DISCOUNT COUPONS
• LIVE EVENTS

8. Exit Intent Pop-Up
• Intended to save the sale by offering an incen.ve
• Encourage visitors to check out with the countdown 5mer feature.
• Exit pop-ups’ average conversion rate is 3.93%
• It works based on an advanced predic5ve algorithm which detects
visitors’ ac.vity through mouse movements and velocity and hooks
them back to your store in .me
• Place the pop-up in the center - this is as it is the most eye-catching
posi.on and forces the customer to take a look before leaving the page
• The design should be clean and clearly state your offer

9. AUTOMATION
Email Automa7on Workflows

10. Email Automa9on
Save *me and money by nurturing leads
into customers with automated emails.
How It Works
Automated emails are sent from your email
service provider (ESP) in response to users’
specific ac9ons on your website or web app.
End Result
High engagement rates, repeat sales, minimal
input aWer seXng up automa9ons, and endless
opportuni9es for expansion and op9miza9on.

11. Benchmarks
Campaigns
55%
Automa'ons
45%
22.8%
Avg. Total Revenue
from Email
21% Open Rate
2.5% Click Rate
0.8% Conversion Rate

12. Automa9ons Map

13. Post-Purchase Emails
A CUSTOMER MAKES A
PURCHASE
FIRST TIME CUSTOMER
Order confirma9on Shipping confirma9on
New Customer
Welcome
Brand Engagement
Product Review
Request
Re-Order/Product
Recommenda=on
General Repurchase
Reminder
Repeat Customer
Welcome
Product Review
Request
Re-Order/Product
Recommenda=on
General Repurchase
Reminder
YES NO
If compared to an average email campaign, post-purchase emails have:
• 217% higher open rate
• Over 500% higher click rate
• Over 90% higher revenue per recipient
★ EmoConal high point
★ Include secondary acCons or noCces:points programs, update
preferences, follow on social
★ DifferenCated new vs. repeat customer messaging
★ Secondary product entry points in case of immediate repurchase
★ Can break out to individual dedicated emails

15. Browse Abandonment
• 52.7% of people open browse abandonment emails
• 10.9% click inside the email
• Average revenue per recipient $1.4
USER BROWSES A WEBPAGE
PRODUCT OR CATEGORY PAGE
Product Affinity
Trigger
Category Affinity
Trigger
★ Showcase product or category viewed with a CTA: Back to the
product/category page
★ Recommended products
★ Tighter Cming, at most 1 day
★ 1 or 2 emails

17. Cart and Checkout Abandonment
• 75.6% of carts were abandoned in 2018
• 46.1% of people open cart abandonment emails
• 13.3% click inside the email
• Of those clicks, more than 35% end up buying
USER ABANDONS CART
CART EMAIL #1
No discount
CART EMAIL #2
Discount
CART EMAIL #3
Last chance
PURPOSE: To send a Cmely reminder to people who iniCated the
checkout process on your site but have not completed it.
GOAL: To “save” a porCon of the people who would have otherwise
abandoned the checkout altogether and never converted.
★ Show cart products with a CTA: Back to cart/checkout
★ 15 mins to 4 hours, then 24 hour increments

19. EMAIL CAMPAIGNS
Tips to Make Your Customers Keep Coming Back

20. SAMPLE EMAIL MARKETING CALENDAR
DEPLOYMENT
DATE/TIME
CAMPAIGN
THEME
STATUS SUBJECT LINE TARGET SUBSCRIBERS A/B TEST NOTES
September 9
8 a.m. EST
6 p.m. EST
September
Newsle4er
Scheduled
What Are Metal
Prints?
Frequency Tier 1
Frequency Tier 2
8 a.m. vs. 6 p.m.
1st test of these send
Hmes
September 15
10 a.m.
15% off Ma4
Boards
In
development
Get 15% Off Ma4
Boards!
Frequency Tier 1
Frequency Tier 2
EXCLUDE
Last 30 Days Purchases
Timer vs. no Hmer Add a countdown Hmer
September 17
10 a.m.
15% off Ma4
Boards [Resend]
Not started
Last Chance for
15% Off Ma4
Boards
Frequency Tier 1
Frequency Tier 2
EXCLUDE
Last 30 Days Purchases
With vs. without emoji

21. A/B TESTING: PLAN
Iden%fy the Test Slot into Calendar Create Variants

22. • Send Cmes
• Layout
• Content
• Subject line
• Delays
• SegmentaCon
A/B TESTING
★ Beware of false posiCves
★ Repeatable learnings
★ CANI
★ Implement winning variants to take advantage of the li[
★ Proceed to start the loop again by planning the next set of A/B tests
Test types:

23. A/B TESTING: TRACK
Create tracking sheet
with key metrics
Iden%fy variants and
baseline numbers
Compile the winners
and insights
POINT OF
DIFFERENCE
SENT OPENS CLICKS CONVERSION
RATE
REVENUE/
RECIPIENT
AVERAGE
ORDER VALUE
TEST
TYPE
Delay
Delay
Longer
Shorter (1 day each)
63,739
30,355
23.99%
23.79%
5.50%
4.93%
0.93%
0.95%
$0.97
$1.21
$103.94
$127.90

24. A/B TESTING: TRACK
Create tracking sheet
with key metrics
Iden%fy variants and
baseline numbers
Compile the winners
and insights
POINT OF
DIFFERENCE
SENT OPENS CLICKS CONVERSION
RATE
REVENUE/
RECIPIENT
AVERAGE
ORDER VALUE
TEST
TYPE
Delay
Delay
Longer
Shorter (1 day each)
63,739
30,355
23.99%
23.79%
5.50%
4.93%
0.93%
0.95%
$0.97
$1.21
$103.94
$127.90

25. RESENDS
A recycled email campaign that’s “re-sent” to a por7on of the original list — typically to non-
opening or non-conver7ng contacts.
Retailer: Reduces content resource demands from marke1ng team.
Subscriber: Gets a second exposure to 1mely emails, another chance to engage/purchase.
ORIGINAL EMAIL OPEN RATE: 26.7%
BEST TIMING FOR A RESEND: THREE DAYS AFTER THE ORIGINAL EMAIL
WHICH EMAILS SHOULD BE RESENT: HIGH-PERFORMING EMAILS
RESEND OPEN RATE: ADDITIONAL 8.7%

26. RESENDS: THRESHOLDS
★ A simple way to start is to pick the averages for each metric, and only do a
resend for campaigns that are above those averages
★ Don’t blindly resend every email
★ Pick the right, high-performing ones
★ Look at your historical performance: means or medians around open/click rates and
conversion rates/revenue per recipient
★ Establish a threshold that an email campaign needs to surpass before it becomes eligible
for a resend

27. RESENDS: EXAMPLE
CAMPAIGN OPEN RATE CLICK RATE REVENUE
Original email 20.4% 1.0% $10,014
Resend 1
Three weeks aIer the original email
22.4% 1.1% $6,669
Resend 2
Six months aIer the original email
21.8% 1.0% $10,279
Resend 3
Seven months aIer the original email
19.7% 0.8% $6,270
★ Resends revenue $23,212 > Original email revenue $10,014
★ This email becomes evergreen content for the brand

28. Q&A
www.essenceofemail.com www.volusion.com

29. FURTHER EMAIL
MARKETING QUESTIONS?
www.essenceofemail.com
info@essenceofemail.com