summarize 

# tactiq.io free youtube transcript
# The New Ecommerce Funnel Of 2024
# https://www.youtube.com/watch/yAOhoGsa7_4

00:00:00.120 welcome in in this video we're going to
00:00:01.599 go over how to add
00:00:03.000 $150,000 per month to your e-commerce
00:00:05.279 business that might seem like a lot but
00:00:07.000 we've done it for multiple e-commerce
00:00:08.160 Brands like this one in the example
00:00:10.040 shown below so in this video first we're
00:00:12.400 going to talk about the top three
00:00:14.000 problems for e-commerce brands in 2024
00:00:16.400 we're going to show what used to work as
00:00:18.279 an e-commerce funnel what the new funnel
00:00:20.480 looks like and then exactly how to apply
00:00:22.439 this yourself to your brand so let's
00:00:25.400 just not waste any time and get into it
00:00:27.279 so the top three e-commerce problems
00:00:28.800 that I found when talking to over a 100
00:00:31.160 different e-commerce Brands is cost of
00:00:33.360 acquisition customer retention and then
00:00:35.840 profitability these all kind of play
00:00:37.600 into each other especially profitability
00:00:39.399 connects to the others we're going to go
00:00:40.840 into a little bit more detail of each
00:00:43.800 one so starting off let's start with
00:00:47.160 problem number one which is cost of
00:00:48.920 acquisition cost of acquisition
00:00:50.719 increasing in 2024 so we're very blessed
00:00:53.120 today with lots of easy ways to get
00:00:55.039 traffic for your Ecom store it's simple
00:00:57.480 really you just put some creatives
00:00:59.039 together tosses Zuckerberg some cash and
00:01:01.399 he'll bring you some sight traffic but
00:01:02.879 the issue is actually getting these
00:01:04.319 customers to buy so we'll talk about
00:01:06.680 that but if you look at this graphic
00:01:07.880 here the goal you have money in the left
00:01:09.880 you give it to Zuck he brings you site
00:01:11.640 traffic you make some money awesome but
00:01:14.479 the thing is you only make some money
00:01:16.640 you only make some see a lot of the time
00:01:19.360 you'll pay for these cold traffic ads on
00:01:21.920 Facebook meta whatever you want to call
00:01:23.400 it but so little people are actually
00:01:25.920 going to purchase the modern customer
00:01:28.200 doesn't want to buy from you because
00:01:30.200 they have options thanks to Shopify
00:01:32.600 there are a ton of drop shippers super
00:01:34.159 easy to set up a store and so the
00:01:36.200 average customer will see 70 plus
00:01:38.799 e-commerce advertisements per day so
00:01:41.680 they have a ton of options and you're
00:01:43.119 kind of getting lost in the mix and also
00:01:44.920 the modern customer likes to shop around
00:01:47.439 they like to see what else is out there
00:01:48.719 there's a lot of cool Brands and it's
00:01:50.719 fun and they're getting seen all these
00:01:52.000 ads so they want to shop around and pick
00:01:53.680 what their favorite is and then also the
00:01:55.920 modern customer is very wary in 2024
00:01:58.320 about buying online right away from your
00:02:00.159 brand there are a ton of scams that have
00:02:02.640 happened over the years from internet
00:02:03.960 stores it feels like everybody has been
00:02:05.520 scammed at least once and so modern
00:02:07.719 customer is wary so they want to know
00:02:09.639 that you're legit and they want to trust
00:02:11.840 you so what we've found and it's kind of
00:02:14.319 like a rule of thumb here is the modern
00:02:16.040 customer needs to actually see your
00:02:17.319 brand five plus times to actually trust
00:02:20.000 you enough to purchase and to actually
00:02:22.080 understand your brand enough to make a
00:02:24.319 purchasing decision so you can see here
00:02:26.599 there's kind of like a timeline here of
00:02:28.400 first brand introduction um number of
00:02:30.720 time exposed to the brand and then
00:02:32.080 there's what I like to call the trust
00:02:34.120 threshold you have to cross the trust
00:02:37.200 threshold before somebody's actually
00:02:39.159 ready to make a purchase so you have the
00:02:41.159 first brand introduction they're not
00:02:42.840 ready to purchase after they've been
00:02:44.200 exposed like five times the trust
00:02:45.959 threshold can move a little bit then
00:02:47.480 they're ready to purchase you have to
00:02:49.000 find ways to get in their face and
00:02:50.879 expose yourself to them for them to get
00:02:52.959 to the point where they can trust you
00:02:54.400 little by little you're not just going
00:02:55.440 to be able to usually aren't going to be
00:02:56.800 able to do it just in one go you have to
00:02:58.959 be on separate occasions so in a lot of
00:03:02.239 cases you just have to pay for more ads
00:03:04.519 and your expenses go up cuz these people
00:03:06.640 need to see you multiple times and so
00:03:08.360 one way to get them is by driving
00:03:10.200 traffic towards them on paid ads so
00:03:12.360 expenses go up and cost of acquisition
00:03:14.720 inevitably goes up to the point where
00:03:16.760 you are potentially just breaking even
00:03:18.920 on your first purchase there are a lot
00:03:20.319 of Brands where they're kind of breaking
00:03:22.280 even or even losing on that first
00:03:24.879 purchase just because they're having to
00:03:26.159 pay so much for acquisition and prices
00:03:28.480 aren't going down for ads they're only
00:03:29.840 going to get higher so this is an
00:03:31.200 increasingly prevalent problem today so
00:03:33.280 let's go on to problem number two
00:03:34.360 customer retention yay you made a sale
00:03:36.239 let's say you made a sale um now what
00:03:38.360 just relying on the quality of your
00:03:39.720 products for retention used to work you
00:03:42.080 used to be able to get away with just
00:03:43.959 somebody buys from you awesome now you
00:03:45.360 know that you're going to have them for
00:03:46.280 multiple purchases because your product
00:03:47.640 is so awesome and hopefully your product
00:03:49.159 is so awesome but the modern customer is
00:03:50.799 now spoiled um and again thanks to
00:03:53.079 Shopify going back to this there are
00:03:54.599 thousands of Brands out there and people
00:03:56.360 love new they love new they want to buy
00:03:59.000 new stuff of course course you need to
00:04:00.200 cross the trust threshold but people
00:04:02.000 want to buy new stuff and so once you
00:04:03.840 have a customer today they are much more
00:04:05.799 likely to leave than say in like 2016 or
00:04:08.439 even before that um 2020 even people
00:04:11.120 like new they want to buy new stuff and
00:04:12.959 so even if your product is great people
00:04:14.920 are curious what else is out there and
00:04:16.918 they are going to shop around and
00:04:18.358 they're going to look out there it's
00:04:19.720 like this is the modern customer hm I
00:04:21.798 like this brand talking about you but I
00:04:24.160 just saw a cool new Young brand on Tik
00:04:25.720 Tok maybe I'll try them too and they try
00:04:27.639 it and then they like new they like
00:04:29.240 their feelings they get a dopamine hit
00:04:30.759 and then they keep on doing it until
00:04:32.759 you're kind of forgotten that is a major
00:04:34.280 problem and you must not lose the
00:04:35.600 attention that you paid to gather you
00:04:37.080 paid for these people you need to be
00:04:38.800 able to keep them so you don't have to
00:04:41.000 pay another cost of acquisition price
00:04:43.240 you need to continue to build upon the
00:04:44.440 attention you've gathered and stay top
00:04:45.840 of mind at all times or else the
00:04:47.720 customer is going to try someone else so
00:04:49.560 you must stay in their face you must
00:04:52.560 stay in their face so they don't forget
00:04:53.960 about you you can overcome people trying
00:04:56.039 to get new if you stay as kind of like
00:04:58.160 stay giving them dopamine you keep going
00:04:59.960 in their face you keep showing cool
00:05:02.360 things Trends new products everything
00:05:04.440 like that to stay in their face and give
00:05:05.639 them that dopamine to where they don't
00:05:07.240 have to resort to going to another brand
00:05:09.120 to get that dopamine hit um and many
00:05:11.120 just rely on continued paid ads or some
00:05:14.000 other expensive way to get traffic and
00:05:15.560 just get people to continue to look at
00:05:16.720 their brand which is great it's a great
00:05:18.759 thing to do and you should do it and you
00:05:19.919 shouldn't stop doing it but it's
00:05:21.160 expensive and then that just takes away
00:05:23.520 from your budget for acquiring new
00:05:25.199 customers so customer retention is an
00:05:27.600 increasingly large problem because if
00:05:30.560 you just rely on paid ads then you're
00:05:32.560 going to have to pay a ton of money and
00:05:33.960 then also just the customer wants to buy
00:05:35.759 new stuff and so customer retention has
00:05:37.759 been going down recently so that's a big
00:05:39.440 problem then problem number three
00:05:41.120 profitability revenue is super cool
00:05:42.960 hitting 1 million a month is cool but it
00:05:44.800 means nothing if you have no profit
00:05:46.560 which is again an increasingly prominent
00:05:48.800 problem today profitability issues is a
00:05:51.160 result of one of or both of the prior
00:05:54.440 problems that we just discussed cost of
00:05:56.120 acquisition and then retention if you
00:05:57.880 have high cost of acquisition and low
00:06:00.440 retention obviously you have terrible
00:06:02.440 profitability um now in a perfect world
00:06:04.880 you could acquire customers for cheap
00:06:06.479 and then you retain them for cheap but
00:06:09.199 you can't really acquire customers for
00:06:11.039 quote unquote cheap you're going to have
00:06:12.880 to pay up in at least some fashion to
00:06:14.440 acquire customers today you need your
00:06:16.160 site traffic you need your site traffic
00:06:18.639 and Zuck has us in a choke cold because
00:06:20.160 what are you going to do turn off your
00:06:21.039 paid ads no with ad prices higher than
00:06:23.319 ever gone down a little bit but ad
00:06:25.120 prices are hard and you just can't
00:06:26.560 acquire customers for cheap so Zuck is
00:06:29.000 just Zuck everybody as we talked about
00:06:31.240 many brands are going to use retargeting
00:06:33.000 ads for retention and continuing to
00:06:34.960 spend cash for retention which just is
00:06:36.840 just lower profit so you're supposed to
00:06:39.360 ideally pay for cost of acquisition and
00:06:41.479 then retention for cheap if you have a
00:06:43.039 good product but that isn't very
00:06:45.039 possible anymore because people want to
00:06:46.800 try all these new brands the easiest way
00:06:48.400 to maintain profitability still is in
00:06:50.000 the back end yes you need to pay for
00:06:51.599 Sight traffic but you're able to retain
00:06:53.160 your profit by using cheaper methods of
00:06:56.000 retention so you still need to pay money
00:06:57.919 to acquire but the goal is to pay less
00:07:00.440 on retention hint it's email email's
00:07:03.560 cheap um you'd be okay paying top dollar
00:07:05.840 to acquire a customer if you knew they
00:07:07.240 would make 10 plus purchases over their
00:07:08.639 lifetime correct yes this is obvious
00:07:10.800 stuff but the question is how cheap can
00:07:12.680 we make it so let's talk about the top
00:07:14.720 of Mind effect solving all three
00:07:16.919 problems at scale if you're always in
00:07:19.039 your customer's face you just hold
00:07:20.599 mental real estate and at any given
00:07:22.360 moment if they think about your industry
00:07:24.039 or product you want to be the first
00:07:26.599 brand that comes to mind you want to be
00:07:28.639 the first brand so for example like
00:07:30.599 myself I've been into ice baths lately
00:07:32.599 the first brand that comes to my mind is
00:07:33.960 ice pod and so I bet once I decide to
00:07:36.479 pull the trigger on an ice bath that's
00:07:38.199 going to be the first one I go to or if
00:07:39.639 somebody one of my friends they say like
00:07:41.759 just I'm scrolling on my phone or
00:07:43.560 whatever I'm like kind of like
00:07:44.919 subconsciously like not really there my
00:07:46.400 friend says oh I'm thinking about
00:07:47.560 getting an ice bath do you know any
00:07:48.800 Brands first one that comes to mind I'm
00:07:50.240 just going to say oh ice pod you want to
00:07:51.879 know why because I'm on their email list
00:07:53.840 and they've been sending me a ton
00:07:55.360 of emails in they're just top of mine
00:07:56.960 they just hold my mental real estate
00:07:58.520 they are in the top of my mind so guess
00:08:00.120 what they didn't even have to pay cost
00:08:01.680 of acquisition for my friend that I just
00:08:03.199 referred that's a top of Mind effect
00:08:05.159 then if I ever want to get another one
00:08:06.879 then they're going to be the first one
00:08:08.199 that I think of yes I may shop around a
00:08:09.639 little bit but they're the first ones so
00:08:11.039 they have the higher highest likelihood
00:08:12.680 of me going with them and email is the
00:08:14.759 cheapest way to do this this way you and
00:08:16.960 not your competitors will get those
00:08:18.800 random sales when the customer is going
00:08:20.479 about their day and then randomly think
00:08:22.680 of your product and that is what is
00:08:25.440 going to fulfill them now this can go
00:08:27.159 also for like subscription based
00:08:28.680 products or consumable products like if
00:08:30.479 you sell soda for example if you know
00:08:32.880 ollipop that's a big brand recently I'm
00:08:34.640 on their email list I open all their
00:08:36.120 emails subconsciously if I ever go in a
00:08:38.719 craving I'm going about my day and like
00:08:41.440 the Super Bowl was recently and it's
00:08:42.958 like oh we need sodas for the Super Bowl
00:08:44.480 first brand that comes to my mind is
00:08:45.560 ollipop let's order ollipop then we get
00:08:47.480 it you want to know why I would have
00:08:48.760 forgotten about them if they weren't in
00:08:51.440 my face every single day they could have
00:08:53.279 been in my face every single day by
00:08:54.560 sending a whole bunch of ads and
00:08:55.760 spending a ton of money on ads or they
00:08:57.720 could just have done emails which is
00:08:59.800 cheap in how they hold my mental real
00:09:01.839 estate and how I if I was in that
00:09:04.440 theoretical situation to go with a soda
00:09:06.279 I would probably go with ollipop so
00:09:08.279 let's look at the old e-commerce funnel
00:09:10.040 so I'm going to go over here to this tab
00:09:12.760 so this is the top of funnel we have
00:09:16.160 attention acquisition this is how pretty
00:09:18.399 much any anything goes so this is how
00:09:20.600 the e-commerce funnel looks like kind of
00:09:22.320 today attention acquisition so this is
00:09:24.480 what you want you do paid ads referrals
00:09:26.320 Word of Mouth SEO organic social media
00:09:28.800 and then it's ET anything random where
00:09:30.680 it's somebody like just randomly goes to
00:09:32.200 your site like my friend about the ice
00:09:34.160 pod they just go to a site that's
00:09:35.760 attention acquisition that's kind of
00:09:37.440 plays into word of mouth but paid ads is
00:09:39.240 going to be your biggest one kind of
00:09:40.640 here and what do they those bring you
00:09:42.920 they all have the single goal let's get
00:09:44.720 site traffic but the problem with site
00:09:47.800 traffic and especially with new
00:09:49.200 customers is maybe one depends on your
00:09:52.760 conversion systems and your conversion
00:09:54.920 rates but only 1% are actually going to
00:09:56.680 buy and so happy but 99% of the time
00:09:59.399 one's going to buy so they leave and
00:10:00.880 then guess what they have to go back to
00:10:02.079 the top and then go back through this
00:10:03.640 thing this is going to happen kind of
00:10:05.320 like we talked about like rule of seven
00:10:07.360 this could happen like five to seven
00:10:09.120 times of you paying for paid ads or
00:10:11.279 waiting for an SEO for them to stumble
00:10:13.079 across you or waiting for them to
00:10:14.640 stumble across an organic social media
00:10:16.440 post whatever that is takes time it's
00:10:18.959 unpredictable and it costs a lot of
00:10:20.320 money for these people awesome they
00:10:22.880 bought from you now you have to go back
00:10:24.600 to attention acquisition at the top and
00:10:26.079 then pay back or wait for these to
00:10:28.000 happen like naturally and and that's
00:10:30.320 it's just not very sustainable and not
00:10:32.440 as efficient as it could be and so
00:10:34.160 that's kind of the root of this funnel
00:10:35.560 here well used to work this used to be
00:10:37.279 okay because these conversion rates were
00:10:38.639 higher and people will people could get
00:10:40.440 away and right here when you have 1%
00:10:42.600 traffic and you had a great product
00:10:44.880 people could come back uh just from
00:10:46.839 referrals of Road mouth and not as much
00:10:48.519 come from PID ads but now we have to
00:10:50.320 talk about the 2024 e-commerce funnel
00:10:52.079 and what is actually profitable right
00:10:54.320 now so if we go back over here and we
00:10:58.160 look at this from a wider lens we did
00:11:01.240 have this at the top same as before top
00:11:03.600 of funnel we have our ads and everything
00:11:05.760 here traffic leaves then awesome you go
00:11:08.240 here and it's expensive so that's one
00:11:09.880 option so you'll get some people to buy
00:11:11.800 now we're going to add a whole another
00:11:13.320 layer it's like the tip of the iceberg
00:11:14.959 you need to have this backend set up
00:11:16.480 because guess what this back end is
00:11:18.200 cheap we'll go through this in more
00:11:20.480 depth but site traffic essentially you
00:11:22.720 bring your site traffic anybody who
00:11:24.399 might want to leave you can still
00:11:25.920 capture their information and Market to
00:11:28.320 them cheaply without having to spend on
00:11:29.760 paid ads so we have website embed forms
00:11:31.720 sign up Pages popup forms and then for
00:11:33.800 people who do purchase you get postp
00:11:35.320 purchase signup forms and then you have
00:11:37.399 them as email and SMS members now you
00:11:40.120 have a cheap flywheel to where people
00:11:42.000 can just cycle through here you see how
00:11:45.000 this if site traffic leaves from going
00:11:47.320 through an email campaign of flow again
00:11:48.639 we'll talk about this later but if site
00:11:50.200 traffic leaves doesn't matter we don't
00:11:52.120 need to spend more on paid ads we'll
00:11:53.560 just bring them back they're still on
00:11:54.959 the email list so they're going to
00:11:56.240 continue to receive emails and then if
00:11:57.880 somebody does purchase also aome we want
00:11:59.600 them to repeat purchases great they're
00:12:01.240 already on the email list they're going
00:12:02.240 to continue to send emails and this is
00:12:04.279 cheap this is expensive the goal yes we
00:12:06.839 we will have some people who still will
00:12:08.600 get paid ads because paid ads are
00:12:10.079 awesome we just want to limit as much as
00:12:12.079 we can so we can focus on less expensive
00:12:14.720 options so that's how this looks let's
00:12:16.880 talk about the first point email and SMS
00:12:19.240 optins this part of the funnel we pop-up
00:12:21.560 forms sign up Pages website embed forms
00:12:24.079 and then post-p purchase signups for
00:12:25.320 people that do purchase and then they
00:12:26.959 are brought to email and SMS members
00:12:29.199 first we're going to talk about this
00:12:30.440 first option popup forms these are the
00:12:32.800 forms that show up on your site after
00:12:34.399 time delay offering some sort of
00:12:35.959 incentive for your email you've seen
00:12:37.959 them before and they're essential for
00:12:40.760 any e-commerce brand because you can
00:12:42.480 capture 6 to 12% of your website traffic
00:12:45.560 you know you're only converting 1% of
00:12:47.560 people who go to your website what
00:12:49.360 happens to the 99% others what if you
00:12:51.279 could capture 10% of those people and
00:12:53.160 save on sending them ads that's the goal
00:12:55.639 of pop-up forms you sacrifice a little
00:12:57.399 bit on the margins with the discount you
00:12:59.800 give up front or some sort of incentive
00:13:01.399 that you give in the pop-up form to
00:13:02.399 bring them to the email list but once
00:13:03.880 they're an email subscriber they can be
00:13:05.560 an email subscriber for life these are
00:13:07.160 like examples of things of pop-up forms
00:13:09.680 that you see some keys to focus on you
00:13:12.160 want to wait long enough you don't want
00:13:13.519 to show up right in their face because
00:13:14.680 that's going to hurt the customer
00:13:15.519 experience they haven't even seen your
00:13:16.959 product so it's like they don't want to
00:13:18.399 sign up for your email list they don't
00:13:19.639 even know if they want 10% off you want
00:13:21.639 to give a strong offer something that's
00:13:23.519 strong make it clean and make the offer
00:13:25.880 clear so you can see like even in this
00:13:28.079 form the offer isn't very clear you have
00:13:29.839 to read all this to know the offer
00:13:31.519 whereas something like this you know
00:13:33.040 just like your eyes gravitate towards
00:13:35.000 it's 10% off like this 10% off down at
00:13:37.560 the bottom can barely see that add a
00:13:39.160 little pop to your inbox that's not
00:13:40.320 enough people only care about what
00:13:41.600 they're getting and 10% off is what they
00:13:44.079 care about so that could be improved now
00:13:45.839 this is perfect unlock 15% off so clear
00:13:48.839 in your face you have to answer this
00:13:50.360 question these actually work really well
00:13:52.160 these type of forms but pop-up forms
00:13:54.040 that's one way to gather people into
00:13:55.600 your email list then we have sign up
00:13:57.240 pages so essentially just driving
00:13:59.199 traffic towards lead magnets and special
00:14:01.160 offers you can do this through paid ads
00:14:03.120 or just a certain part of your email
00:14:04.880 list or SMS list or social media you can
00:14:07.360 drive towards these signup Pages where
00:14:09.600 it's essentially you give someone some
00:14:11.160 sort of lead magnet and special offer in
00:14:12.959 exchange for their email address so for
00:14:14.800 example this discover products for a
00:14:17.519 life well- lived it's a bundle box $200
00:14:20.639 value for $50 it's probably something
00:14:22.680 they already have on their site but
00:14:24.399 they're putting enter your email address
00:14:26.440 before it just so they can advertise to
00:14:28.240 them and cross that threshold by sending
00:14:30.279 them emails over time and then like for
00:14:31.959 example this if you're doing like a
00:14:33.160 flash sale or you want to do some sort
00:14:34.800 of promotion make it through email or
00:14:38.000 SMS sign in where in order to unlock
00:14:39.959 that offer you have to enter your email
00:14:41.959 these can be really strong and very good
00:14:45.120 but you need to drive traffic to them
00:14:46.720 and so if you want to save money on it
00:14:48.320 then you can do organic social media um
00:14:50.720 if you have a presence there then we
00:14:51.880 have embed forms just on your site you
00:14:53.639 want to keep these on your site at all
00:14:54.920 time and pick up Evergreen signups just
00:14:56.959 for site visitors who closed out of
00:14:58.399 popups in the past and they're not going
00:14:59.800 to see your popup you always want to
00:15:01.240 have these available on your site in the
00:15:02.920 footer halfway down the page these are
00:15:04.800 going to pick up those random stragglers
00:15:06.440 very strong most of your people are
00:15:07.600 going to come off the pop-up forms and
00:15:09.279 you need to make sure that you're
00:15:10.160 converting at 6 to 12 6 to 12% there so
00:15:13.040 you're getting the most out of your paid
00:15:14.079 ad traffic people aren't just running
00:15:15.480 into a brick wall and then for people
00:15:18.279 who actually do purchase we have post-p
00:15:19.880 purchase signups so these are going to
00:15:21.360 be very lucrative as well because these
00:15:23.160 are for people who purchased from you so
00:15:25.240 they already know like can trust you and
00:15:26.959 so what you do is be able to continue to
00:15:29.120 sell for them for cheap to less rely on
00:15:31.759 paid ads and continue to send to them
00:15:33.519 stay in their face so you continue to
00:15:34.800 stay top of mind they already know I can
00:15:36.680 trust you so these people are very
00:15:37.920 valuable so inside Shopify like you can
00:15:39.759 see the example here if somebody
00:15:41.839 purchases or they go to checkout you can
00:15:43.680 have this check mark here under contact
00:15:45.560 information uh keep me up to date on
00:15:47.440 news and offers you can add this inside
00:15:49.079 of Shopify and have it already checked
00:15:51.199 and so somebody would need to opt out of
00:15:53.360 it in order to not be put on the email
00:15:56.040 list or SMS list very strong very very
00:15:59.800 good way to get actual High intent
00:16:01.880 people in your email list so you can
00:16:03.680 continue to sell for them for cheap over
00:16:05.480 time and continue to keep them top of
00:16:07.279 Mind post purchase signups are amazing
00:16:09.839 so that's how you can grow your list to
00:16:11.639 enter into your email list which we want
00:16:14.160 because they're cheap now let's talk
00:16:15.399 about this part of the funnel we just
00:16:17.120 talked about this now let's talk about
00:16:18.959 this so on the email SMS list we have
00:16:20.759 two different tracks we have campaigns
00:16:22.880 here which we'll talk about and then
00:16:24.240 we'll have then we have flows here and
00:16:26.360 then all of these flows and campaigns
00:16:28.519 what do they all do they're driving
00:16:29.959 traffic to your site and with the goal
00:16:32.360 of some of these people are going to
00:16:34.000 leave and then come back some of these
00:16:36.199 people are going to buy and then come
00:16:37.560 back so first we're going to talk about
00:16:39.360 here we're talking about campaigns so
00:16:41.800 right here campaigns we have let's go
00:16:44.120 back to this tab and zoom in for
00:16:47.440 campaigns we have discount in
00:16:49.399 promotional emails
00:16:51.560 so essentially discounts that you're
00:16:53.920 sending to the list and then you have
00:16:55.600 educational and nurture emails which
00:16:57.279 we'll talk about all these in this slide
00:16:59.399 deck so campaigns the purpose get
00:17:02.880 consistent cheap traffic from customers
00:17:04.799 who already know like and trust you
00:17:07.079 people who bought from you already know
00:17:08.199 like I can trust you people who sign up
00:17:09.599 for your opt-in form once they've been
00:17:11.199 through automations and have seen you a
00:17:12.839 few times they already know like I can
00:17:14.319 trust you if they're continuing to stay
00:17:15.679 on the list you can get a consistent
00:17:17.760 Cadence of three to four email campaigns
00:17:19.679 per week to establish a relationship
00:17:21.559 with the customer where they get used to
00:17:23.839 seeing you in the box and get in the
00:17:25.439 habit of opening the emails before you
00:17:27.720 ask no you will annoy your list the
00:17:30.039 above example this is a brand that we
00:17:32.080 ramped up from one campaign a week to
00:17:34.600 three to four campaigns per week we saw
00:17:37.440 much more increased engagement numbers
00:17:39.559 because people actually got used to
00:17:40.640 seeing us in our inbox if you're sending
00:17:43.559 random emails once every two weeks once
00:17:46.240 a week people don't get used to seeing
00:17:47.520 you and they don't get that dopamine
00:17:49.440 head of opening your email whereas if
00:17:50.600 you send three to four campaigns a week
00:17:52.200 with good topics things that people
00:17:53.679 actually care about you've good-looking
00:17:55.039 designs that will give people some
00:17:56.280 dopamine like looking at a piece of art
00:17:58.240 then they'll continue to open your
00:17:59.280 emails give you awesome engagement you
00:18:01.080 can see Revenue per recipient 31 cents
00:18:03.480 is very strong top of Mind effect is a
00:18:06.280 very profitable byproduct of sending
00:18:08.200 your consistent campaigns what these
00:18:10.000 consistent campaigns do all of these if
00:18:12.400 you're sending consistent emails to your
00:18:13.960 list they get you constant traffic
00:18:15.720 they're going to get you constant
00:18:16.679 traffic where some of these people are
00:18:17.960 going to buy 1% of them will buy
00:18:20.120 whatever it is of the people who click
00:18:21.600 on your site and you're just increasing
00:18:23.480 your surface area of getting people to
00:18:24.840 purchase and then top of Mind effect is
00:18:26.440 a byproduct of this see in the example
00:18:28.440 that we gave before with ollipop and um
00:18:31.320 ice pod top of Mind effect I told my
00:18:33.559 friend and they just got a customer for
00:18:36.039 zero cost of acquisition now if you want
00:18:37.919 inspiration for email campaigns and
00:18:40.559 sending three to four campaigns a week
00:18:42.120 you can use really good email.com or
00:18:43.799 m.com these are essentially platforms
00:18:46.400 that show you a bunch of different email
00:18:47.679 campaigns but really good to get ideas
00:18:49.720 from so now let's talk about some actual
00:18:51.960 specific parts of email so under here we
00:18:54.799 under campaigns we have two different
00:18:56.520 tracks we have discount in promotional
00:18:57.960 emails and then we have educational in
00:18:59.679 nurture based emails right here we're
00:19:01.240 going to talk about discount promotional
00:19:02.720 campaigns as much as we all hate
00:19:04.360 discounts because they hurt our margins
00:19:05.679 and our profitability which we already
00:19:07.760 said is an e-commerce problem it's not
00:19:09.600 something that you can give away you
00:19:10.760 can't be on 100% margins so you need to
00:19:12.640 pick and choose your battles and choose
00:19:14.600 where you want to give up margins as
00:19:15.880 much as we hate discounts that mess up
00:19:17.240 your margins and can harm your brand
00:19:18.720 reputation lists love them and they
00:19:20.840 should be rewarded for being on your
00:19:22.760 list it's kind of just like a surprise
00:19:24.280 and Delight somebody being on your list
00:19:25.919 if you're never giving them incentives
00:19:28.240 then what's the point of them staying on
00:19:29.760 the list they keep your list excited and
00:19:31.159 engaged and you do not want to do them
00:19:32.840 often and you shouldn't you should not
00:19:34.799 be doing these often but B monthly kind
00:19:36.919 of once every two months run some sort
00:19:38.760 of discount to your campaign list a lot
00:19:40.840 of Brands will do multiple of these per
00:19:42.880 month and that's just not what you want
00:19:44.200 to do because that's going to really
00:19:45.760 screw your margins you can make more
00:19:48.120 Revenue by sending value based emails um
00:19:50.600 that don't have discounts and then
00:19:52.080 include the discounts by monthly so here
00:19:54.840 we have some examples we have free
00:19:56.960 shipping as an example they did an offer
00:19:59.360 for back to school here on this email
00:20:01.440 school's back in session make the school
00:20:03.200 year extra sweet free shipping
00:20:05.360 essentially on um these offers a lot of
00:20:08.440 times you can send an email like this
00:20:10.039 like probably this brand already offers
00:20:12.320 free shipping on eight and 12 packs like
00:20:14.480 it's just included in their site and
00:20:16.799 that's something that you can promote in
00:20:18.120 your emails is say you have free
00:20:19.960 shipping on these items even though you
00:20:22.400 already giving it away You're Just
00:20:23.720 promoting it and making it the focal
00:20:25.200 point of an email and then here's
00:20:26.919 another example this is $10 off off this
00:20:29.320 type of campaign so rather than doing
00:20:31.240 percent off they did $10 off uh $40 plus
00:20:34.120 purchases and so that this is another
00:20:36.760 option that you can do we'll talk about
00:20:38.600 this in a second but typically you want
00:20:40.840 to experiment with your list on if they
00:20:42.480 like doing if they like percent off
00:20:44.480 versus dollars off typically if your
00:20:46.760 average order value is above $100 you
00:20:49.240 want to do dollars off and if your
00:20:50.440 average order value is under $100 you
00:20:52.440 want to do percent off like they maybe
00:20:54.120 have tested this but if you have $10 off
00:20:56.520 a $40 purchase you could say up to 25%
00:21:00.600 off but the thing with $10 off is they
00:21:03.080 save margins if somebody spends $100
00:21:06.640 they're only giving $10 off and their
00:21:08.679 profit margin is there 10% rather than
00:21:10.480 if they said 25% over $40 then if
00:21:13.600 somebody buys $100 worth the stuff
00:21:15.400 they're discounting them $25 $10 the
00:21:17.600 dollar off campaigns can be really good
00:21:19.240 and so definitely uh test them and see
00:21:21.120 how your list responds are they only
00:21:22.840 buying the bare minimum $40 and you're
00:21:24.840 giving them 25% off or do a lot of them
00:21:26.919 buy like $80 worth of stuff and you're
00:21:29.360 only giving them $10 off there and so
00:21:30.720 you're getting more value another option
00:21:32.240 here is we have like free item with
00:21:34.200 purchase these can work well for
00:21:35.679 increasing your average order value you
00:21:37.640 say you get a free gift set on orders
00:21:39.640 over $100 these can be very strong so
00:21:42.120 just to kind of bounce off of these to
00:21:43.760 give you like the options for your
00:21:45.400 discount promotional campaigns kind of
00:21:47.200 like we talked about option one is you
00:21:49.320 have x% or X doll off campaigns this is
00:21:53.320 the most common one like I said
00:21:54.960 generally if your average order value is
00:21:56.559 above $100 you want to do off to keep
00:21:59.559 margins and then also say you were doing
00:22:01.840 a 20% off sale $20 off sounds better
00:22:04.640 than 20% off and so but if you do if
00:22:07.720 your average order value is like $100
00:22:10.000 then that's the same thing if you're
00:22:11.480 under average order value $100 then
00:22:13.200 stick to mainly percent off because if
00:22:15.400 your average order value is $50 10% off
00:22:18.080 sounds a lot better than $5 off so
00:22:21.039 typically that's going to convert better
00:22:22.360 and make sure that you're set minimum
00:22:23.960 thresholds if you do dollar off
00:22:25.440 campaigns to maintain your margins so
00:22:27.480 this is the most common type of of
00:22:28.720 promotional campaign that you can run
00:22:30.640 and then we have a free x with XYZ
00:22:33.200 offers kind of like we talked about in
00:22:34.480 that last email example can be very
00:22:36.159 lucrative best option is to offer up a
00:22:38.720 product with very high margins to be
00:22:40.279 free with a purchase above a threshold
00:22:42.080 you don't want to give up a product that
00:22:43.640 costs a lot for you to make but if you
00:22:45.159 have something that's very cheap for you
00:22:46.720 offer that for free with other purchases
00:22:48.640 above a certain order threshold so you
00:22:50.279 get people to buy more and then you're
00:22:52.279 offering them a gift to incentivize them
00:22:54.039 to do that these are great to mix in as
00:22:55.640 well and then free shipping is kind of
00:22:57.640 the other option it's very
00:22:58.720 self-explanatory it's a good way going
00:23:00.520 to work better for low average order
00:23:02.039 value stores cuz usually higher average
00:23:03.760 order value they kind of like you're
00:23:05.080 kind of expected to give free shipping
00:23:06.640 but it can be a great way to get people
00:23:08.279 right on the edge to convert so if you
00:23:09.720 want to send campaigns specifically to
00:23:11.159 people who haven't purchased before free
00:23:12.840 shipping can be a good option so now
00:23:15.080 moving over so we just covered these
00:23:17.360 here your discount promotional campaigns
00:23:19.320 which these should be probably 10% of
00:23:21.720 your emails they shouldn't really be
00:23:23.120 that many uh we have the dollar off we
00:23:25.080 have the free x with X and then the free
00:23:26.679 shipping now we're going to talk about
00:23:28.200 the bulk of your email marketing
00:23:29.559 strategy which is educational and
00:23:31.919 nurture campaigns so we'll talk about
00:23:33.679 social proof benefits news and then
00:23:35.279 trending and popular which are the
00:23:36.640 different types of campaigns that you
00:23:37.760 can do if we go over here we have the
00:23:39.240 nurture and educational campaigns these
00:23:41.039 are where the long-term money is made
00:23:43.120 and these are how you earn trust points
00:23:45.200 that you can cash in on later on really
00:23:48.240 the goal of educational and nurture
00:23:49.919 campaigns are we just want to keep the
00:23:51.880 list engaged with new topics product
00:23:54.240 selections informations and themes why
00:23:56.840 do we want to keep them engaged keep
00:23:58.600 yourself top of mind and get trust
00:24:01.320 points built up that you can cash in on
00:24:03.600 when you come top of mind when they need
00:24:05.400 something they trust you you have trust
00:24:07.039 points build up and they trust you
00:24:08.400 enough to actually purchase for example
00:24:10.400 if somebody's on an email list for two
00:24:11.679 months if they and they've never bought
00:24:13.080 from you but they've opened like one
00:24:14.720 email a week from you of you talking
00:24:16.799 about all the value that this brings
00:24:19.480 then the second they get a clogged nose
00:24:22.159 or whatever you're going to be the first
00:24:23.440 brand that they go to because like
00:24:24.760 you've earned their trust this is where
00:24:26.320 long-term money is made because you're
00:24:27.840 just building up the Loyalty you're
00:24:29.159 building up the top of- mind effect and
00:24:31.120 then obviously you're going to get a lot
00:24:32.399 more word of mouth which is absolutely
00:24:35.120 zero cost of acquisition cost for you so
00:24:37.480 like an example here um now when we say
00:24:40.200 nurture and educational that doesn't
00:24:41.760 mean like we're just educating them on
00:24:44.120 our product like it could just be like
00:24:45.760 product promotions it's just stuff where
00:24:47.840 it's like not hard direct response where
00:24:49.919 you're like buy our stuff buy our stuff
00:24:51.080 buy our stuff like for this example it's
00:24:52.960 just outlining this product the maple
00:24:54.919 flavored ice cream which sounds awesome
00:24:57.799 um they talk about the product a little
00:24:59.279 bit and then they show you like this is
00:25:01.559 a clean email and you get dopamine kind
00:25:03.960 of by looking at it and so people are
00:25:05.480 going to continue to come back if they
00:25:06.720 see like pretty emails they see a
00:25:08.279 notification next time that this brand
00:25:10.159 sees an email they're like they just
00:25:12.000 automatically want to open it because
00:25:13.039 they're like what does this one look
00:25:14.039 like this time that's also why you don't
00:25:16.000 want to use templates for your emails
00:25:17.520 because then the customers don't want to
00:25:19.120 open your emails because they know
00:25:20.360 exactly how your email is going to look
00:25:21.679 every single time where's the fun in
00:25:23.640 that and then this one this is kind of
00:25:24.799 more of that like value educational
00:25:26.600 based campaign where it's talking
00:25:28.320 showing you specifically here are our
00:25:30.000 products and here's exactly what they do
00:25:31.720 here's how they will benefit you breathe
00:25:33.360 easier get ahead of the season and then
00:25:34.799 here's kind of another product Spotlight
00:25:36.640 ignite the stage and going over kind of
00:25:39.720 the guitar and just look at that looks
00:25:42.320 so pretty looks awesome any guitar lover
00:25:44.480 will'll get a dopam mean hit from
00:25:45.679 looking at this and learning a little
00:25:46.840 bit about the product now let's actually
00:25:48.559 talk about these the social proof
00:25:50.799 benefits news and then trending and
00:25:52.399 popular so if we go over here social
00:25:54.640 proof campaigns so these are the emails
00:25:56.320 that establish you as a real reputable
00:25:58.480 brand uh things like testimonials
00:26:00.760 research study highlights founder
00:26:02.360 information brand history Etc these are
00:26:04.919 kind of the ones where we're just
00:26:06.000 focused on trust points we might not be
00:26:07.559 getting as many sales but you will get
00:26:10.320 some site traffic and you will get some
00:26:12.000 sales it's just inevitable because no
00:26:14.159 matter what your email is if somebody's
00:26:15.360 going about your their day you send them
00:26:17.360 an email with your brand name and then
00:26:18.679 they're like oh yeah I do need that it's
00:26:20.720 going to end up in sales anyways these
00:26:22.320 emails may not result in high immediate
00:26:24.320 returns but their purpose is to prime
00:26:26.279 your audience for future purchases for
00:26:28.480 when they do have the need for your
00:26:30.720 product or you do send them direct
00:26:32.600 response emails later on social proof
00:26:34.440 campaigns and then we have benefits
00:26:35.760 campaigns these main purposes are to
00:26:37.799 prime your audience for future purchases
00:26:39.760 again and also get some purchases right
00:26:42.320 off the spot so these are going to
00:26:43.840 physically show why somebody should
00:26:45.559 actually buy your product you don't want
00:26:48.159 to Hard Sell your product you want to
00:26:49.760 show altruism because it's it's a
00:26:51.880 turnoff for customers when you're like
00:26:53.279 buy our stuff buy our stuff buy our
00:26:54.520 stuff because that makes them think why
00:26:55.840 do they need to beg us to buy our stuff
00:26:57.320 their stuff might not be so good and so
00:26:59.520 it's kind of just like you want to seem
00:27:01.679 very altruistic and give them the option
00:27:04.480 let the customer make their own
00:27:06.039 decisions nobody wants to be told what
00:27:07.760 to do you want to guide them into the
00:27:09.360 decision and make it clear that your
00:27:10.679 decision is the best decision but you
00:27:12.679 want them to make that decision yourself
00:27:14.360 because then also they're going to feel
00:27:15.559 a lot better about it so you can go a
00:27:17.679 lot of directions here with Benefits
00:27:19.080 campaigns you can do brand benefits
00:27:21.880 collection benefits single product
00:27:23.760 benefits single ingredient benefits so
00:27:26.279 for example here right here they kind of
00:27:28.720 did everything so they talked about the
00:27:31.279 single ingredient benefits of the single
00:27:33.000 ingredients benefits of the single
00:27:34.240 ingredients benefits of the whole entire
00:27:36.480 product as a whole benefits of whole
00:27:38.120 entire product as a whole and then
00:27:39.760 benefits of the collection so they
00:27:41.320 talked about everything benefits of the
00:27:42.600 collection benefits of the products and
00:27:44.760 then benefits of the single ingredients
00:27:46.799 not as much the brand but benefits about
00:27:48.720 the brand would be just overall brand
00:27:50.240 messaging so lots of different
00:27:51.720 directions that you can go here and
00:27:53.200 what's great about benefits campaigns is
00:27:54.760 you can get as granular as you want for
00:27:57.399 example they gave a lot of information
00:27:59.919 in this email they could create let's
00:28:01.480 see nine different emails over the next
00:28:04.000 month talking about each specific
00:28:06.519 product so they can send a campaign just
00:28:08.399 on this ingredient and give the benefits
00:28:11.000 of that specifically talk about that
00:28:12.559 give more information how does it
00:28:13.799 support the immune system they create a
00:28:15.279 whole email about this a whole email
00:28:16.519 about this whole one about this this
00:28:18.440 this all of this stuff specific to this
00:28:20.399 product and how it will benefit them
00:28:22.600 that is very effective and these benefit
00:28:26.039 emails you can't use them enough cuz
00:28:28.559 once you send one email on a specific
00:28:31.200 benefit it's not like you're just always
00:28:32.840 going to leave that benefit behind you
00:28:34.559 can recycle them back reuse your content
00:28:36.960 and maybe just slightly change it
00:28:38.440 benefits campaigns are going to be the
00:28:40.120 bulk of your campaigns that you're
00:28:42.360 sending then we have news campaigns so
00:28:44.440 these are like update emails and
00:28:46.039 anything going on with a brand so these
00:28:47.559 can be brand updates these can be
00:28:49.000 restocks new product releases new
00:28:51.200 product features anything where you're
00:28:52.840 updating the audience and it's like news
00:28:54.320 for the brand stuff that you work on
00:28:56.000 behind the scenes so you want to really
00:28:58.080 utiliz restocks I don't see restocks
00:29:00.039 utilized enough because what a restock
00:29:02.360 does is it insinuates that a product is
00:29:04.760 popular why else would it need a restock
00:29:07.000 and so I highly recommend doing at least
00:29:09.240 one restock email a month one or two
00:29:11.640 because it just shows people that these
00:29:13.320 are popular do you necessarily need to
00:29:15.399 have run out of stock of the product to
00:29:17.720 say there's a restock no you don't need
00:29:20.159 to run out of stock you could just have
00:29:21.799 a new Factory shipment come in if you
00:29:23.519 ever have new inventory for a product
00:29:25.559 frame it as a restock email whatever you
00:29:27.880 can and to do a restock email it's going
00:29:29.919 to work and then it's just a bestseller
00:29:31.600 promotion is what it is and then we have
00:29:33.399 actual trending in popular campaigns of
00:29:35.600 course customers want to be up to date
00:29:36.880 with what other people are going to
00:29:38.039 offer send these types of emails often
00:29:40.279 you can't really over send here pretty
00:29:42.480 self-explanatory trending popular
00:29:44.600 whatever products are hot in the store
00:29:46.320 you really want to talk about the
00:29:47.480 seasons here people love season seasonal
00:29:50.279 selling especially if you sell a PA
00:29:52.360 people love to buy with the seasons and
00:29:53.600 they like to be early for the seasons if
00:29:55.640 you're in February you should already
00:29:57.399 start selling for for spring cuz people
00:29:58.840 love to be early and people love to be
00:30:00.840 prepared for the seasons cuz it's
00:30:01.960 exciting you can do collections or
00:30:03.760 single products so you can do single
00:30:05.640 single product highlights what's
00:30:07.120 trending right now and you can also do
00:30:09.120 collections what collections are
00:30:10.399 trending um depends on what your brand
00:30:12.480 offers but you can't really send too
00:30:14.679 many trending and popular campaigns so
00:30:16.559 that is the whole entire that is how
00:30:18.960 that we covered all the campaigns here
00:30:20.799 these are all the different campaigns
00:30:22.000 that you can send you want to send about
00:30:24.440 10% be discounts in promotional emails
00:30:27.320 and you want 90 % to be educational
00:30:29.039 nurture emails so we say three to four
00:30:31.200 campaigns a week you should have all
00:30:33.200 three or four of them should be these
00:30:34.480 types of emails and then some will be
00:30:36.320 these so you can send a social proof
00:30:38.440 email so you could do one of each every
00:30:41.120 single week if you wanted to you could
00:30:42.720 do a social proof email either do
00:30:44.279 testimonials or like a Brand Story send
00:30:46.559 one of those per week do benefits email
00:30:48.919 specific product or collection uh news
00:30:51.320 email restock or just like brand update
00:30:53.480 here's what we're working on and then
00:30:54.640 trending SL poopular here's what's
00:30:56.279 trending this collection's on fire
00:30:58.200 things like that and that is your whole
00:30:59.559 entire campaign strategy and these are
00:31:01.120 all going to lead to site traffic you'll
00:31:02.799 get if you have decent enough emails
00:31:04.399 you'll get 1% clicks for each one of
00:31:06.639 these and all those are going to lead to
00:31:07.919 site traffic some of them are going to
00:31:09.440 leave and just come back and they'll
00:31:11.200 click another campaign and then a lot of
00:31:13.120 them are going to purchase and then
00:31:14.679 they'll come back in into the funnel now
00:31:16.840 we need to talk about flows so we have
00:31:19.399 flows this whole side of the funnel it's
00:31:21.679 the other part of email marketing
00:31:23.080 usually your email marketing revenue is
00:31:24.720 50% or healthily your email marketing
00:31:27.320 Revenue 50 50% towards campaigns in this
00:31:29.480 section and then 50% in Flows In This
00:31:32.320 section let's talk about them flows
00:31:34.639 flows are a series of emails sent to a
00:31:36.440 recipient after they complete a
00:31:38.120 specified action an example is somebody
00:31:40.519 abandons their cart so we have all these
00:31:43.039 different flows here which we are going
00:31:44.480 to talk about we have the welcome flow
00:31:46.760 I'll go over here to this tab so we can
00:31:48.399 see we have the welcome flow website
00:31:51.320 abandoned flow somebody goes to your
00:31:52.799 site and leaves browse abandoned flow
00:31:54.840 someone views a product and then leaves
00:31:56.720 card abandon adds to cart then leaves
00:31:59.000 checkout abandoned goes to checkout
00:32:00.519 leaves then post purchase right after
00:32:02.519 someone buys win back flow they bought a
00:32:05.720 couple months ago have it bought since
00:32:07.760 VIP flow VIP then Sunset list cleaner
00:32:11.240 flow those are the base triggers that
00:32:12.880 you use now why do you need flows and do
00:32:15.480 you need flows you technically don't
00:32:17.080 need any you could just send campaigns
00:32:18.720 if you wanted to or just use flows and
00:32:20.519 not send any campaigns but who doesn't
00:32:22.600 like automated Revenue flows are
00:32:24.559 automated and so anytime somebody
00:32:26.720 completes an action they're going to be
00:32:28.720 triggered to enter the flow that you
00:32:30.080 create and like for this brand
00:32:32.799 $237,000 per month automated in flows
00:32:35.639 hands off it's not too bad it's not too
00:32:38.039 bad that's kind of why you use flows
00:32:39.799 because also you have high intent things
00:32:41.159 like card abandon checkout abandon maybe
00:32:43.240 somebody just forgot they had something
00:32:44.440 in your cart that's free Revenue that
00:32:46.200 you would have lost but essentially some
00:32:48.799 Brands I talk to don't have flows but
00:32:50.480 it's like why wouldn't you it's free
00:32:52.000 revenue and you have high intent traffic
00:32:53.760 and it improves the customer experience
00:32:55.840 so let's just look at a Pros versus cons
00:32:58.080 automated Revenue takes pressure off
00:33:00.639 your campaigns because what I mean by
00:33:03.360 that is picture this you send you send
00:33:05.799 two campaigns a week let's say you only
00:33:07.840 send two a week and you have zero flows
00:33:10.480 and say you got sick one week and you
00:33:12.679 only sent one email your email revenue
00:33:14.600 is down 50% for that week your whole
00:33:16.200 entire month for that matter you were
00:33:17.880 super sick you were super busy for one
00:33:19.200 month and you only send one email a week
00:33:21.000 rather than two your email revenue is
00:33:22.480 down 50% whereas with flows if you have
00:33:24.840 flows operating in the background just
00:33:27.919 going no matter how many campaigns you
00:33:29.320 send you're still going to get revenue
00:33:30.720 and traffic coming from flows tip
00:33:32.600 pressure off your campaigns to if you
00:33:34.240 send less you're still going to be
00:33:35.679 getting Revenue coming in another Pro
00:33:37.760 convert your high- intent traffic who's
00:33:39.320 kind of right on the edge things like
00:33:40.919 the abandoned cart browse abandoned
00:33:42.399 checkout abandon this very high- intent
00:33:44.360 traffic people who are just about to
00:33:45.840 purchase you can convert them if you
00:33:47.559 send the right emails at the right time
00:33:49.480 rather than just losing them and waiting
00:33:50.919 for them to see another ad or wave for
00:33:53.559 your next Campaign which might not be
00:33:56.000 about the product that they were
00:33:57.120 interested in recover loss sales
00:33:59.159 specifically to the abandonment flows so
00:34:01.279 these sales would have been lost kind of
00:34:02.519 like how I talked about um and then
00:34:04.360 high- intent traffic also plays into the
00:34:05.760 welcome flow someone who opted into your
00:34:07.480 email list is very high intent um then
00:34:09.918 we have personalized the customer
00:34:11.079 experience so flows are going to be how
00:34:13.119 you can you can set up Dynamic variables
00:34:15.320 inside your emails show somebody
00:34:17.239 specifically what they've bought in the
00:34:18.599 past and how what else you recommend
00:34:21.520 them it's going to personalize customer
00:34:22.839 experience and if you tell somebody hey
00:34:24.000 you left this in your cart they feel
00:34:25.679 special and they're like oh my goodness
00:34:26.879 they're talking directly to to me that's
00:34:28.480 why you see such good results on them
00:34:30.960 then the cons take some time to set up
00:34:33.119 and optimize like all these Pros versus
00:34:35.679 the cons you need to have all your flows
00:34:37.280 live I won't go through all of the flows
00:34:39.359 in this video I have a YouTube video
00:34:41.119 here you can check it out it's complete
00:34:42.399 flows tutorial I go over this whole
00:34:44.320 entire flow outline so Within These we
00:34:47.359 have all of these different flows and
00:34:49.520 then within those flows we have all of
00:34:52.359 these different emails so each one of
00:34:54.440 these is an email this is a flow there's
00:34:56.320 the welcome Flow side Abandon All this
00:34:58.119 then we have all these emails in this
00:34:59.800 video I went over everything in the
00:35:02.839 flows every email that you should do and
00:35:05.800 I also showed up how to actually set
00:35:07.119 them up inside of clavo but on a wide
00:35:09.480 lens kind of we'll go through briefly
00:35:12.680 welcome flow you want to deliver your
00:35:14.440 your incentive that you have on the
00:35:15.760 popup form um and educate the customer
00:35:17.760 on your brand so the welcome flow is
00:35:19.160 just when somebody signs up for your
00:35:20.320 email list you want to educate them and
00:35:22.160 get the customer used to seeing you in
00:35:23.920 their inbox and you want to send them at
00:35:25.480 least seven emails s to eight so you can
00:35:27.320 cross that rule of seven where somebody
00:35:29.359 needs to see your brand seven times in
00:35:30.839 order to trust you enough to purchase
00:35:32.480 that's what we want to do and we
00:35:33.640 automate in the welcome flow and if they
00:35:34.960 don't purchase right away it's priming
00:35:36.320 them for future purchases if you sent
00:35:37.920 them s seven emails about how awesome
00:35:39.720 your products are how many testimonials
00:35:41.640 you have then you're just priming them
00:35:43.040 for purchase maybe they don't have a
00:35:44.280 need for your product right now Prime
00:35:45.880 them to where they do have a need
00:35:47.560 they're going to go to you there's the
00:35:49.079 welcome flow then we have abandonment
00:35:50.599 flows so like we talked about we have
00:35:52.480 the site abandon browse abandoned card
00:35:54.040 abandon checkout abandon someone visits
00:35:55.520 your site and leaves someone views an
00:35:57.040 item and leaves so adds to their cart
00:35:58.800 and leaves someone goes to check out and
00:36:00.280 leave now this is recovering sales that
00:36:02.200 otherwise would have been lost so all
00:36:03.720 you really want to do is you just want
00:36:04.760 to remind the customer cuz whatever
00:36:06.520 happened somebody had added an item to
00:36:08.119 their cart their kid ran into the street
00:36:10.680 because they lost their ball then they
00:36:12.480 threw their phone down and then they
00:36:13.880 completely forgot about their C you just
00:36:16.000 want to send them a reminder and give
00:36:17.520 them the necessary information over a
00:36:19.200 few emails to make a purchasing decision
00:36:21.359 so let them know everything about this
00:36:23.160 product here are the reviews here's
00:36:24.319 everything you need to know we think
00:36:25.960 that you should get this product because
00:36:27.720 you would love it and then if you want
00:36:28.920 to have an incentive to where if
00:36:30.680 somebody's kind of on the edge you send
00:36:32.200 them an incentive to get them over the
00:36:33.599 edge after you've given them the
00:36:34.839 necessary information now we're going to
00:36:36.280 talk about post purchase and retention
00:36:37.760 flows so these are all like before the
00:36:39.920 purchase welcome flow is before purchase
00:36:42.599 abandonment flows is are before like an
00:36:44.880 actual purchase you can have people who
00:36:46.560 have made a purchase before and they
00:36:47.920 enter the abandonment flows but these
00:36:49.319 all happen like before somebody before
00:36:51.800 an item is bought and then you have
00:36:53.119 after an item is bought so the post
00:36:54.440 purchase and retention flows so postp
00:36:56.520 purchase flow which is
00:36:58.119 directly after somebody buys thank the
00:37:00.119 customer you want to remove buyer
00:37:01.520 remorse update them on their order hey
00:37:03.440 your order's on the way here's how to
00:37:04.800 use your item here's kind of everything
00:37:06.599 you need to know and you know thank them
00:37:09.280 we're we're an awesome community and
00:37:11.400 you're supporting a good cause and a
00:37:12.920 good business win back so encourage
00:37:14.839 repeat purchases so if somebody buys
00:37:16.920 from you they don't buy from you for a
00:37:18.119 long time let's speak directly to them
00:37:20.079 and give them specific recommendations
00:37:22.040 hey you haven't bought from us in a
00:37:23.079 while you bought this last time you
00:37:24.880 would also like this or also give them
00:37:26.880 incentives to buy back and just remind
00:37:29.280 them of who you are again in the VIP
00:37:31.160 flow you want to show gratitude and
00:37:32.920 incentivize your top buyers and get them
00:37:34.880 to come back and get them to continue
00:37:36.440 come back and tell their friends because
00:37:38.040 they love your brand so much then we
00:37:39.720 have the sunset flow which is just one
00:37:41.440 email and it's just an auto cleaner for
00:37:43.200 your list just an email saying hey do
00:37:45.040 you still want to be on the list if
00:37:46.359 somebody doesn't remove them from the
00:37:47.839 list so that you're not hurting your
00:37:49.599 deliverability if they do want to be on
00:37:51.280 the list awesome they you probably just
00:37:53.200 re-engage them kind of the purpose you
00:37:54.720 got these people over the edge
00:37:55.880 originally now let's get them back and
00:37:58.440 most of your retention in terms of
00:38:00.280 getting repeat purchases like we talked
00:38:02.119 about since customer LTV is one of the
00:38:04.400 major e-commerce problems most of your
00:38:06.160 retention is going to be covered by
00:38:07.280 sending consistent campaigns because
00:38:08.960 that's going to keep you top of mind
00:38:10.280 that's going to keep people on your mind
00:38:12.520 and you're sending the benefits here but
00:38:14.319 these flows are going to help automate
00:38:16.079 some of it and make the customer feel
00:38:17.960 special because VIP makes them feel
00:38:19.800 special and win back if you're talking
00:38:21.839 directly to them post purchase you're
00:38:23.280 talking directly to the customer these
00:38:25.240 just help your customer feel special in
00:38:26.960 Prime them for more purchases down the
00:38:28.599 line that is the cheap content flywheel
00:38:31.720 here that's kind of what I like to call
00:38:33.440 it because unlike paid ads in things
00:38:35.800 like this up at the top these are
00:38:37.760 expensive and they take a lot of time to
00:38:39.400 harness whereas this is a cheap content
00:38:41.599 flywheel where you have campaigns and
00:38:43.599 flows to where you're going to get a lot
00:38:46.400 of traffic here going to your website
00:38:48.680 from your campaigns and your flows
00:38:50.560 they'll bring you site traffic even if
00:38:52.160 somebody leaves they're just they're
00:38:53.720 still in the email list and so you'll
00:38:55.119 continue to bring them through here and
00:38:56.839 you'll continue to to bring them through
00:38:57.920 here maybe they go through a flow this
00:38:59.200 time and until eventually they purchase
00:39:01.160 and then when they do purchase they'll
00:39:02.400 go back in and then they're back for
00:39:04.000 more purchases to where you don't really
00:39:05.640 have to rely on these expensive options
00:39:08.280 as much and these lower intent options
00:39:10.200 where most the people are just going to
00:39:11.480 leave this is the e-commerce funnel that
00:39:14.119 is profitable in
00:39:16.119 2024 now if you want help implementing
00:39:18.240 you can book a call but that's not the
00:39:19.400 point of this video um if you got some
00:39:22.040 value from this would mean the world if
00:39:24.160 you subscribed liked the video uh com M
00:39:27.599 what you guys want me to make content on
00:39:29.319 in the future I really appreciate you
00:39:31.040 watching the video and this doc will be
00:39:33.079 in the description so that you can have
00:39:34.480 it for yourself and you can refer to it
00:39:36.440 in the future so again thank you so much
00:39:38.920 and I will talk to you later

thanks