Why Bother With Email Marketing?

your bank account depends on it

Lachie Newland
April 25, 2024 • Estimated Reading Time: 6 minutes

Yo Team!

I’ve been having some conversations in the Twitter DMs with some Ecom store owners who haven’t seen the importance of Email Marketing.

Wanted to put this email together to stress the importance.

This’ll be great for those of you running an agency who struggle to explain the value of what you do.

If you’re one of the Ecom brand owners reading this, you’ll be ready to double down on email by the end. I guarantee it.

Let’s get it.

Why bother with email marketing for Ecom?

Chances are you got into Ecom to start making some serious money and not get stuck in a 9-5.

You wanted more. You wanted freedom. You wanted to build a brand that matters.

You thought when getting started that running a brand was the dream.

And it is when it’s done right.

However, you’re losing stacks of cash right now. That dream you had seems like a false reality.

You’re stuck living each day worried about your profit margins and not getting ad accounts banned.

Here’s the reality of what you’re doing now:

You're paying for ads to get traffic.

You make some money.

You then spend that money to get more traffic and the cycle repeats.

Sounds about right?

“It has to be this way though right?”

“There aren't any other options are there?”

“I just need to find the one winning creative that gets higher ROAS and then I'll be profitable”

Having a higher ROAS is ideal, but there is another option that I'll get to.

Before that, let's take a look at your customers.

They see your ad.

They check out your site.

They click around a bit.

And then they leave.

Then you pay more money for re-targeting ads.

They click again.

They visit the site.

And then they leave.

This repeats about 7 times before they convert (if they ever do).

This is because your customer is spoilt for choice. The barrier to entry to sell things online has never been lower.

Kids are dropshipping from their Mum’s basement.

They barely have a penny to their name but now thanks to Shopify and things like TikTok, they compete with you.

Now think about how many ads your customers are seeing every day.

The average person sees around 10,000 ads per day.

All this is causing 2 huge problems for Ecom brands.

Your CAC goes through the roof
Your profitability sucks

I said earlier that you had another option…

You do, and it involves building out a proper conversion & retention funnel for your brand that allows you to market to your site visitors for dirt cheap, and keep them coming back to your brand without having to spend anything more on ads.

It'll save your profitability from the gutter and help you combat the ever-rising costs of acquiring new customers.

I'm talking about building out proper Email & SMS marketing systems.

Now hear me out.

I know this isn't a new revelation.

But let's take a look at some numbers so you can understand the impact this can have on your brand.

For this example, we'll talk exclusively about converting those site visitors into buyers on the front end.

As shown in the example image above, simply improving your popup conversion rate from 3% to 8% results in an extra $15,000 in revenue.

This money comes in with NO EXTRA AD SPEND.

That is $15,000 that you made with NO EXTRA RE-TARGETING ADS.

This is only changing the popup!

From there you can optimise the welcome email to convert at 15% or 20% rather than 10%.

We haven't even begun to talk about site abandoned, browse abandoned, cart abandoned, and checkout abandoned flows.

These are all automations you can set up to convert more customers.

And I still haven't mentioned the campaigns you send 3-4x per week or the post-purchase RETENTION systems that you can put in place to keep customers coming back AGAIN & AGAIN.

Even if they don't buy in the first week or two they're on your list, you'll get them eventually because you'll be staying front of mind in their inbox and will barely be spending a dime to do it.

Getting your emails right…

boosts retention
boosts profitability
lowers CAC
makes your life easier

So you have 2 choices:

You can ram more money down Zuck’s throat and not set up any systems to convert or retain those site visitors you get. Leaking money and watching your dream slip away.

You can be smart, at least set up a popup and the key automations in your business and start benefitting from higher retention & profitability.

The choice is obvious.

If you run an Ecom brand and I’ve convinced you how important this is, I run an email marketing agency for e-commerce brands and have generated over $2M in email revenue for my clients.

You can book a call with me by clicking here.

You can use my FREE information linked below and do it yourself.

Either way…

Make sure you do it.

FREE RESOURCES

Thanks for reading! If there’s anything specific you’d like me to cover in depth in this newsletter or on YouTube, reply to this email and let me know!

Much love,

Lachie

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