Hello & welcome back,

Before we dive in, if you run an ecom store and would like a free Klaviyo audit, book here.

Here’s what you can expect;

• Deliverability overview in 60 seconds

• Why designs are not high leverage

• And how you can test a brand new angle efficiently

Let’s get into it!

Insight Of The Week: Designs aren’t really high leverage

When you think of “good email marketing”, what do you think of?

Good looking emails? Pretty designs? Good subject lines?

That is what most people think. And there is a bit of merit to that.

But for the most part, a really great design does not give the performance boost that you may think.

The real ‘leverage’ in email marketing (AKA what activities when improved are going to contribute to the best increase in performance) comes from these things:

• Landing in the inbox

• Your angle/offer in the email

• Your copywriting

• Your stores conversion rate

• The layout of your design

• THAN the aesthetics of your design

Designs are like fuel to the fire. Once everything else is doing really well, you step up your design game and take things to the next level.

Don’t get me wrong, good designs have other intangible benefits like brand identity & status.

But most of your results are going to come from having a good simple layout, with good copy, that lands in the inbox.

There is a reason that text-only emails are among the highest (if not THE highest) performers for some brands.

Focus on the fundamentals first, then your designs.

This Weeks Top Links

• The Best Email Designs for Ecommerce (Video Link)

• Increase your Klaviyo Revenue in 5 Minutes (Video Link)

• Deliverability in 60 Seconds (Video Link)

Actionable Tip Of The Day

Test some new angles/offers for your store or your product.

If you want to run a flash sale, a great way to get an insight into what will perform best is to simply test it.

Choose 3 angles:

1. 15% off

2. Buy 1 get 1 free

3. 20% off orders over $100

Then run an email that A/B tests these different offers to a portion of your list.

Make this portion really engaged people or people who have purchased in the last 60 days.

Depending on the best CTR/Sales, choose your winning angle & push it broad.

Then, you can reuse this knowledge in future sales or even consider adding it into your welcome/abandoned cart/checkout flows.

— Angus Cowan

How I Can Help You

Looking for additional help? Here’s where to look:

• Free videos on YouTube

  • I’ll be making a TON of content on YouTube this year. If you’re someone who enjoys videos, be sure to check it out and stay tuned for practical Email Marketing help.

• Follow me on Instagram for regular short form content.

• Book a free audit - We’ll dive into your current situation and audit your entire account. We’ll give you a comprehensive action plan for you to increase your Klaviyo revenue.