During this solo episode, Stephen walks through his preferred tactics to significantly grow email marketing revenue and shows how brands can self-measure to pinpoint the areas of best opportunity.

Would you notice if your eCommerce store wasn't sending data to your email marketing system or if part of your subscriber list was listing? And how would you find out if your welcome email series sucked hard? Unlock the power of knowledge with the key to email optimization: an email audit for growth.

We'll discuss how to make sure your email is optimized and how to test individual campaigns to go from suck to success.

EPISODE HIGHLIGHTS

• [3:15] the counterintuitive nature of eCommerce marketing.

• [6:02] The two things that every brand should prioritize for this year – email marketing and list growth – and the rationale for the focus.

• [7:45] The philosophy and what to look for top-level during an email growth audit

• [8:23] The big picture of email performance - Walking through the most important areas to review – subscriber signups, important shopper lists and user profiles

• [12:10] Reviewing the most critical segments of your email list, recent buyers and the most engaged email subscribers who open and click more often. 

• [14:06] Needle Movement’s announcement: Now offering “done for you” eCommerce email marketing services and setting up email automations for emerging brands and entrepreneurs on Klaviyo, Zaius, MailChimp platforms.

• [15:03] How brands miss obvious callouts on email automation which can turn into huge opportunities. A 450% growth story after the client didn’t think there was anything off with their abandoned cart, welcome series and other campaigns.

• [17:05] Tips on email marketing automation and the four most important automations. 

• [18:35] The importance of deliverability and why not to “spray and pray” with emails and send to everyone on your list. The metrics to look out for with open rates. 

• [21:30] The logic of email list cleaning and why your total list of subscribers is just a vanity metric. 

• [22:28] Optimizing the rules of content for better performance thru subject lines with a couple examples by the brands Rhone and Greats. 

• [25:39] The body of email and making the copy skim-friendly. What TLDR means and how that impacts email performance

• [27:30] How newness sells.  How new products, content updates and internal company happenings can fill up a brand’s email content calendar. 

• [28:40] What makes emails persuasive and why emails from the president or founder work well.

• [29:30] Email content and automation series such as post-purchase and welcome address the customer’s top objections and resistance to purchasing. How Bud Light used this strategy during their super bowl commercial for Bud Light Seltzer with the pop star Post Malone.  

• [32:30] What to do with the callouts found during an email audit and what to expect with your follow-up to-do list.

• [33:23] A short list of the things to look out for and what Stephen has found on previous email audits – missing tracking scripts, lack of automations, negative email list growth, bad mobile email design, expired coupons and very messy subscription list

• [36:15] The end goal of a brand’s email marketing audit and how it changes the overall company picture.

Klaviyo

Zaius

Mailchimp

Post Malone Super Bowl Commercial

JustUno