- The DTC Growth Letter
- Posts
- You're missing out on 70% of sales
Sponsored by
G’day
We’re back with another edition on this lovely Friday (depending on where you are)
Here’s what we’ll be diving into today
Why you’re missing out on 70% of sales
Analysing the first email I click on in my inbox
The deliverability implications of your email designs
Let’s get into it!
Analysing A Random Email
WIPERTECH
International Women’s Day Campaign
I’ll start off by premising that this is a good email.
It ticks a lot of the boxes, and as I know the people who create these emails, I know they get good results.
However, nobody is perfect!
So after seeing this email, there was still a few things that caught my eye.
Personally, when running a sale on a big event like International Womens Day, Black Friday etc I don’t like the main header being about the sale event.
“Today is international Women’s Day”
Everyone knows this.
Why should they keep reading your email as opposed to the other 100 emails they received today telling them the exact same thing?
LEAD WITH YOUR OFFER!
Put the offer ($10 Off) + the code at the top of the email.
Then have the little GIF of Pitch Perfect.
Then a button.
Then the copy.
I think this email would’ve lost a lot of eyes early on when they read the header.
It’s just not that enticing.
In each of these emails, I’d also add a small block explaining how to change the wiper blades (moreso showing how easy it is)
“New Wiper Blades in 3 Easy Steps”
This would certainly reduce friction amongst the crowd who aren’t sure if they can be bothered if it’s hard to do.
Lastly, I also don’t think $10 off is a really good offer. It just doesn’t sound that great. AND the links also just take you to the home page. Big no no!
As I said, I’m sure this email went fine and overall it’s not bad. But definitely room for improvement.
Top Links
How your designs affect your ability to land in the inbox (Tweet Link)
The Pre-Purchase Ecommerce Flows That Will Double Your Revenue (Video Link)
Why Ecommerce Stores Are Struggling With Profitability (Video Link)
Actionable Tip Of The Day
Don’t just use Klaviyo templates for your abandoned cart flows.
The above diagram represents your total site traffic.
Based on average data, for every 1000 website visitors you’re getting, 100 people add to cart.
But only 30 people purchase.
Leaving 70 lost opportunities (or 2.5x more sales).
Sure, some of these people will make there way back to the site on their own accord (a small minority), and perhaps your slapped together Klaviyo templates are getting another ~5ish% back on board.
But with a well thought out flow for BOTH abandoned carts & checkout, you can realistically bring back at least 20% of these.
Which is another 14 sales, or the equivalent of just under 50% more revenue.
I recommend doing this;
Reminder email 30 mins later
Another reminder email 24 hours later
a. Address the most common objection in this one. Is it price? talk about how quality your product is.
Offer 1
a. Offer something here. Every $ you’ve spent to get them to that point so far is now sunk. You won’t recoup any of it unless you get a sale. Work out what % you can offer (or maybe even free shipping) and offer away
Reminder about Offer 1 expiring
Last ditch effort - Offer 2. Your biggest possible offer that you can still make profit on.
— Angus Cowan
How I Can Help You
Looking for additional help? Here’s where to look:
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 scope call - We’ll dive into your current situation and see if there is an opportunity for us to help you. At the very least, we’ll give you an action plan.
We explain the latest business, finance, and tech news with visuals and data. 📊
All in one free newsletter that takes < 5 minutes to read. 🗞
Save time and become more informed today.👇