7 Must-Have Ecommerce Email Campaigns

These campaigns have been responsible for generating 7+ figs in revenue for our clients.

Discover:

Case Studies
The Purpose
How to segment
Subject lines ideas
Preview text ideas

//THREAD//

First:

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All I ask is that you retweet tweet above to share the knowledge.

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Let's Go!

What is a campaign?

These are ONE TIME emails we send to a specific list or segment, giving them fresh content that interests them like:

> A new product
> A seasonal promotion
> A one-time promo

Objective: Maximize revenue while minimizing churn

How do you do this?

We monitor our metrics.

Best way is to start with 1 campaign/week and scale up

+ve metrics (Maximize these)
> Open rates
> Click through rates
> Conversion rates
> Revenue

-ve metrics (Minimize these)
> Spam
> Bounce
> Unsubscribes
> Customer complaints

How to implement?

You want to use a campaign calendar.

Amateurs don't plan (or don't even send them lol)

Professionals (like the 7 figure brands our agency manage) plan out campaigns.

Rule of thumb: Plan out campaigns at least 30 days in advance

Let's get into some examples with Campaign # 1..

Campaign # 1 The referral email

Purpose:
> Turn your existing customers into brand evangelists.
> Incentivize your customers to tell their friends and family about your brand.

Segment:
> Previous buyers who have been engaged with your content

Subject line ideas:
> Here: . It’s for you
> Sharing is Caring
> Let us pay you for this

Preview text ideas:
> Send a friend $20 and get $20 off your order.
> Announcing a better way to share [Brand name]
> Sharing [Brand name]

Examples (Click images below)

Campaign # 2 Summer time

Purpose:
> It's summer time so send a related email to play to the relevance of the season.

Segment:
> Depending on the angle you take (conversion vs. content/education) will dictate the segment you should send to.
> If campaign is conversion..

focused, I'd send to your engaged list (exc recent buyers)
> If campaign more content/education focused, send to engaged list (inc recent buyers)

Subject line ideas:
> Going on an Adventure?
> Upgrade Your Summer Style
> Your Summer Staples

Preview text ideas:
> Check out our Summer lineup
> Summer is full of surprises
> Raise Your Summer Standards

Example (see attached image)

Let's move on to Campaign # 3

Campaign # 3 Last Chance to Buy Email

Purpose:
> Get rid of old inventory.

Segment:
> Send your engaged list (exc. recent buyers). Also consider looping in past buyers that might be slightly outside your typical engaged segment.

Subject line ideas:
> Up to 40% off retiring styles!
> Going, going, almost gone...
> It's now or never

Preview Text Ideas:
> These items are disappearing...
> Last chance! Get em before they're gone!
> While they last...

Examples (see attached images)

Campaign # 4 Free product with purchase

Purpose:
> Conversion focused. You're sweetening the pot to get the reader to buy.
> Works well for turning subscribers to 1st time buyers.
> Works well for turning a one-time buyer into a repeat customer.

Segment:
> Engaged subscriber list (exc. recent buyers)
> Recent buyer = Anyone who bought in last 7-14 days

Subject line ideas:
> Your Favorite [ITEM NAME] is now FREE!
> Score your FREE [ITEM NAME]
> Free [ITEM NAME] with purchase!

Preview Text Ideas:
> Don't Miss Out On A FREE [ITEM NAME]!
> [ITEM NAME] is free with purchase from now until we sell out!
> Don't wait - these will go fast!

Examples (see images)

Campaign # 5 Brand birthday email

Purpose:
> Build brand affinity and celebrate a company milestone. Great chance to share more of your brand story.
> Drive revenue with a discount code so subscribers can celebrate and support your brand

Segment:
> Engaged list

Subject Line Ideas:
> BIRTHDAY SALE A gift for you, from us!
> [INSERT OFFER] to celebrate our birthday
> Happy Birthday to us!

Preview Text Ideas:
> It's our birthday and we want to give you a gift!
> Yes, you read right. We're hooking you up for our birthday.

> Let's get this party started!

Examples attached

Campaign # 6 The best sellers

Purpose:
> Great campaign for brands with tons of products as the more products you sell, the more choice overwhelm customers will feel.
> Plays into social proof bias (people buy products others have bought)

2 ways to implement this campaign
> Curate list of best sellers with no discount
> Offer discount

Note: I've included examples of both ways

Segment:
> Engaged segment (Exc recent buyers)

Subject Line Ideas:
> You need these
> These best sellers are

> complements guaranteed

Preview Text Ideas:
> These are our MUST haves
> Our stuff is the COOLEST
> All the best—just for you

Examples (note the difference in discounts vs no-discounts)

Campaign # 7 Content focused

Purpose:
> Content, content, content

3 ways to do this:
> Pure education (no selling)
> Include content and products in one email
> Use content/education to boost conversions

(Examples of each included Keep reading!)

Segment
> Engaged Subscriber Segment

Subject Line Ideas:
> [HOW TO + INSERT TOPIC OF CONTENT] e.g. How To Groom Your Dog At Home
> [TOPIC 101] e.g. Napping 101
> [TOPIC + PRODUCT/OFFER] e.g. Prep your skin for summer + 10% off

Preview Text Ideas:
> [THE FEW GREATER THAN SYMBOL COULD LITERALLY JUST BE THE PREVIEW TEXT. SEEN IT WORK DECENTLY WELL]
> [INSERT CONTENT TEASER]
> Hope you learn a thing or two...

Examples (pay close attention to the different angles)

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Congrats on reading 'til the end!

But as we both know, reading isn't enough.

So I want you to do 2 things

1. Use these campaigns to go make some money!

2. Follow me @ecomchasedimond to get more Ecom Email Marketing Gems like this.