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In episode 67 of the Customers Who Click podcast, I’m joined by Tyler Sullivan to talk about email marketing that converts.
The recent iOS privacy update sparked controversy amongst DTC founders and marketers since tracking open rates is almost impossible now. But, let’s be honest: assessing an email’s performance by the number of users who opened it just shows how many still don’t understand email marketing and how it can drive revenue when used properly.
Engagement is what you should be focusing on instead. The more the customer feels like you care about them, the more interactions you’ll get, the more response you’ll get, and the better you’ll do in the long run. Email, similarly to SMS, is your chance to have those rich one-on-one conversations with your customers so don’t ruin it by spamming subscribers with offers and discounts and nothing else.
Tyler is the founder of BombTech Golf, an eCommerce store with over $20 million sold online since 2012 and eCom Growers, a certified Klaviyo email marketing agency. He calls himself an accidental entrepreneur, as his journey with BombTech Golf started when he became frustrated with poor quality golf club assembly. Tylor decided to cash in his 401k, started making his own ones and sold them by engaging with his Facebook followers. You can connect with him on LinkedIn, Twitter or head over to https://www.ecomgrowers.com/ or https://www.bombtechgolf.com/.
05:22 - 06:42 - How to Encourage Repeat Purchases When Selling Hard Goods - It boils down to treating your customers with care. Tylor and his team are nailing it with their customer service and have sent out multiple personal thank you notes (voicemail, videos, handwritten notes) over the years. But nothing is as effective for BombTech Golf as their email marketing that brings in 40% of their total revenue.
07:32 - 20:13 - Tyler Talks us Through Creating Engaging Email Campaigns - First, you have the basics: what to send, to whom and when. Then, there’s the 80/20 rule - because yes, you want the email to drive revenue BUT you also want to encourage your customers to engage with it. But here’s what’ll make the biggest difference: actually use email to have conversations with your customers. Ask them relevant questions, engage, get their feedback, and essentially, make them feel part of your brand’s journey. Show your customers you value their opinion and that they matter.
One word of advice though: don’t overcomplicate it and don’t worry too much about ensuring the email looks “on brand”. If the main purpose of the email is to engage with customers, a plain text beats salesy looking design every day.
20:37 - 31:01 - Biggest Mistakes with Email to Avoid - There are two: one, which we already mentioned is putting too much emphasis on the design. Second is blasting and not segmenting enough. There’s so many other brands fighting for the customer’s attention in their inbox - whatever communication you’re sending, it has to be relevant to them and make them click on it and read it.
31:15 - 36:01 - What Other Channels is Tyler Seeing Great Results with - SMS, it goes like peanut butter and jelly. Whenever they send out a test, their revenue spikes. Of course, treat it almost how you would an email - keep it highly personalised and provide value instead of just selling. Email & SMS are very personal channels so be personal.
39:09 - 41:45 - Tyler's Marketing Pet Peeves - People or agencies who call themselves “experts” but when it comes to hiring them, it turns out they haven’t got a clue what they’re doing. No doubt, you’ve been in this spot many times before Tyler's advice? “You need to know how to do it yourself enough to hire and fire.” If you don’t know enough yourself, find someone you know and trust to help you.
41:55 - 43:53 - What’s Tyler Curious About - CLV and how to increase it especially with all the recent Facebook and iOS concerns. Customer Value Optimisation is how you increase revenue without boosting your ad spend. With time, CVO will lower your customer acquisition costs.If you’d like to hear more from Tyler, you can connect with him on LinkedIn, Twitter or head over to https://www.ecomgrowers.com/ or https://www.bombtechgolf.com/.