Email Marketing Tips to Increase Sales with Kiril Kirilov | Data From Over 1,000 Ecommerce Brands

Hey guys, today I'm here with Kiro and we're going to be talking all about email marketing tips to increase your sales. We might even be talking about email marketing tips to increase your sales this Q4. Hi Kiro, how are you? I'm doing great buddy, thanks for for the invitation. I'm super excited about the code today and I'm here to provide the only value tips that are super applicable right now in the upcoming Q4 season. Amazing, yeah I know we were kind of walking through some of this stuff before and it's got a lot of great graphics and insights so I'll let you start really quickly kind of with what you're building, what you're working on and then I'll let you start diving into any or all the content. Thank you so much. So long story short, we're currently building a company with my co-founder by the name of Thrush. We're shipping software by nature and we are trying to you know get as much data as possible from the shipping carriers that can be utilized on different mediums and email service providers like OmniSend and Klaviyo using our deep integration but I'm going to open a bracket. The idea behind that you know podcast today is not to pitch my product like I just want to share some data and some results that we can see right now inside of almost a thousand plus Shopify active users who are using Thrush and also leveraging our integrations with Klaviyo and OmniSend and more specifically we're going to speak about email. We can have another talk about you know other mediums like SMS and push notifications but like I've been following you know the e-com industry for the past you know couple of years and I don't see email going anywhere but it's like one of the you know the golden nuggets nowadays to sustain you know the craziness you know around you know the iOS 14, 15, all these issues happening with the PPC networks and on the other hand I think it's a good indicator for people to reconsider how they're gonna treat their brands, their you know businesses in terms of you know don't just rely on the first click aka you know you can buy you know so many clicks from Facebook, from Google but you need to focus you know what's happening after the click once you know the visitor is gonna enter your brand and your funnel and up until the time they're gonna you know vouch with their wallet, spend some money with your brand and next thing you know you need to start the journey from that moment moving forward because they might be hesitant or they might be doing some how to put it like you know some like like a random purchase because they've seen something from the web but other than that you need to make sure to come you know to have you know a better compiling message and to provide that good satisfactory score on steroids meaning that you need to address their pain points, their desires and their common beliefs through you know mediums like email and I'm gonna share some results and some data and it's gonna be completely applicable to the notes that I've taken prior the call that we're having right now with Chase so what you see on my screen is like like a super simple you know post-purchase user behavior that is gonna occur somebody's gonna you know make a purchase on your product or on your store and next thing you know they're gonna end up on the order confirmation page and typically by that time they're gonna be expecting to receive an order confirmation email like don't go straight after you know putting up some web sales and cross sales so the thing that people are mostly interested in right now is to have a you know a clear vision about you know what your brand stands for and the clarity about what they have just you know spent money for like you know a good for example you know box with the product that they have purchased and what they're gonna expect in terms of you know the shipping and shipping frenzy times and be super transparent and be open with them because most of the time nowadays customers are not stupid and they're gonna definitely go after you if you don't you know kind of you know back up on your own expectations based upon what you're gonna provide as an output to them after that as I mentioned they're gonna get the order confirmation email and usually a couple of days later they're gonna be hesitant into getting more getting to know a little bit more about the order status I'm not gonna speak about tracking pages but you know having a tracking page on your store can become a good sales incubator what I mean by that is that you can drive you know some great open rates and click rates using email through Klaviyo but after that you just need to drive the traffic to a page where they can just double check about you know what's happening right now with their order and it's a good you know let's say placement and inventory for them to you know what I can see my order you know coming up quite soon that's totally fine but once again you can drive you know the social proof on steroids you can drive you know some more how to put it like banners and call to action buttons to push more content not specifically sell them more products but once again to back up on your promises and make sure that these people are going to continue on returning back to your brand and spend more money and this way is going to naturally increase your lifetime customer value like step number three as I've just you know touched base on it is like the unboxing experience it's like only related to how you're going to treat your supply chain was how you know what kind of you know quality products you're going to be selling to the customers and hopefully you know you're not gonna you know provide bad experience which is going to cause unnecessary returns happening on your store after that if everything is completely on point and your customers are satisfied it's a good way to continue on following up with these customers after the delivery has occurred let's say seven days later 20 days later if not two months later because you never know how busy your customers are at the moment so seven days later typically or maybe two weeks later it's a good way to say you know what I'm gonna just follow up with a review request with let me just ask for some you know some feedback what you know what's the current you know expectations about you know the experience that they have you know received with the unboxing in the product and on the other hand if the feedback is solid like you know four five stars and above it's a good way to continue on like nurturing those you know customers with more like loyalty programs like you know you know get $10 off your next purchase but you know you know tell your friend to come back and spend more money with us or to I don't know pick up a product from our catalog it's a win-win for both sides because like $10 off not not like you know 10% off but like you know $5 off $10 off it's driving probably more people back to your funnel because they can see the credit immediately applicable on the checkout so they know that if they just you know spend 20-30 bucks minus $10 they're gonna get a good discount so another reasoning for them to come back and spend more money and after that it's like a good mixture to continue on using these you know beautiful campaigns and newsletters inside of Klaviyo to push you know new updates upcoming events you know Black Friday, Cyber Monday, Christmas you name it because usually those shipping notifications I'm gonna just go on another slide and a screenshot usually these emails are gonna drive some tremendous amount of open rates like out of bed as you can see on my screen even though you're not pitching you know your whole potentially of you know let's say the full spectrum of your audience because you have people that haven't spent money which is a whole lot of people into your funnel but these are the buyers and buyers are pretty much interested into opening these emails and as you can see right now 50% are poor open rates with a shy of 17% on the low end click-through rates meaning more eyeballs on scale every single time when people are gonna click through on these emails and once again a good reason for them to you know interact with your brand and if they're so keen and if they have forgotten to buy another product that is a complementary one they're gonna definitely spend money for that and if I scroll down by the way on the left hand side you can see some different use cases like if it's in transit or maybe held at customs or for example cleared from customs if you're doing some international shipping whatever the case might be there's so many use cases right now that are gonna just you know drive up the satisfactory score with your current customers meaning that you know these people are gonna be more likely to come back and spend more dollars some statistics like on the left hand side some money that we're seeing you know on average right now being attributed to a tracking page if you have a similar page on your website that can once again provide some order service or order service information along with the fact that they're gonna browse you know up and down the page and they're gonna just you know consume all of your of your content through once again social proof banners or some other information that is probably important for them to reconsider looking up to and on the right hand side you can see you know these emails making money you know day in day out through simple flows like your order has been shipped your order is right now in transit your order is out for delivery your order has been delivered people love to get these kind of an emails and as I said in the beginning or probably I didn't say it these beautiful huge open rates are gonna boost the credibility of your brand and in your IP address in the eyes of gmails the hardmails all these email service providers so usually next time you're gonna push a campaign uh it's probably gonna go straight into the inbox and you're gonna just see a good uptake in the growth of the open rates the click rates on these future campaigns they're gonna make more money and if I go if I'm gonna just touch base on that screenshot I'm sorry for you know zooming in zooming out but as you can see if you follow a specific template which I'm gonna touch base in a second you might be surprised of the fact that usually we're seeing between a dollar and four dollars per recipient on every single recipient who is gonna get an email from us in regards to a delivered in transit maybe held at customs or for example in the in the upcoming q4 season you will be surprised how many usps ups and dhl uh shipping parcels are gonna get delayed so what you can do in order to make yourself you know yourself and your brand secured like seven days so for example if a parcel is in transit for more than seven days you can push another email out don't sell anything just notify your customers they're gonna appreciate it and they're naturally gonna come back look up once again their word information and once again 60% open rate 18% click rate driving you know good amount of bottom line revenue which is increasing the lifetime customer value and if I scroll down once again in transit a shy of four dollars per recipient delivered a shy of 1.81 that was per recipient you're not gonna beat the welcome series you're not gonna beat the abandoned card series but guess what you're just losing at least five to ten thousand usd attributed revenue every single month by not utilizing the power of these shipping notifications and a good example will be like like a breakdown of a template don't you don't need to necessarily follow it I can touch base on you know some good you know cool tips that we're also applying in a sequence kind of you know flow uh base on Klaviyo and Omnisend as well but in the beginning you're gonna have you know a good headline at the top you're already on on the way or it's in transit or it's been delivered whatever the case might be tell them what to expect expectation is gonna set the record straight and people will be like okay let me see what I need to do next they're gonna scroll down the email they're gonna see a call to action button to look up the old information and the current status of the of their of their shipment and your and their parcel they will validate with the shipping address if there are some errors they can go back I don't know follow up with you you know customers are making errors all the time or they're just you know buying some gifts and next thing you know you're gonna be like oh you know some you know the person is not at the address right now we need to you know forward it to another address whatever the case might be once again more reasoning for people to communicate better with your brand and if they consume you know the top part of the email it's a good way to provide some perks not necessarily sell them more items but you know what throw a 5% off throw a 10% off even though you might apply a personalized coupon code like jesse20 john20 nick20 it doesn't really matter but this way they're gonna you know feel that you know a personal you know touch with the brand and with their with themselves uh as well and they're gonna be more likely to you know click through and look up you know what's after the click and on the right hand side is the bottom line of the of the email template apply some upsells if they have you know bought a product a b just show them c d e f doesn't really matter you never know if they're gonna you know be attracted of what you have to offer to them and at the bottom always you know more credibility like your brand your address and a way for them to contact with with your brand asap in a case of an issue whatsoever and hopefully you're liking what you're seeing by the way this is you know coming up from omnisend the other screenshots were coming up from klaviyo it doesn't really matter once again what kind of email service provider you're going to be using these shipping notifications are driving massive amount of open rates and click rates and as you can see on this screenshot like your package is on its way we're doing like a split test with an emoji in the beginning and an emoji at the at the end of the headline and you can see even right now almost like a shy of 1.5 percent difference can drive more orders and you never know how one percent difference in the open rate of your emails can put up i don't know 10 more orders to your bottom line and you're going to be surprised with how much money we can make out of them and if i go to the notes that i had you know on my click up like my click up you know notification like board over here i can speak about some cool tips in regards to like most so if you're just getting started in my opinion chase have so much more experience than me but i'm gonna just share my thoughts and what i'm seeing right now on the back end of you know hundreds of brands that are currently working with rush because we have access to their klaviyo and omnisend accounts and we probably can see what's working right now in the ecosystem and industry so most of the time focus on the headline this is what's gonna drive you know the open rate first of all you can have the most beautiful email template out there but if nobody's gonna see it like nobody's gonna see it split test headlines make sure to uh have a sequence based abandon card like based upon a card value because if somebody has added three products to your card and it's almost likely to spend i don't know 100 150 usd they're ready to vouch with their wallets you don't need to necessarily go for 20 percent to convince them to come back and you know i don't know finalize the purchase but if somebody has has a single item in the cart and if it's for example 40 i don't know just provide them with a bundle of good reasoning for them to come back and just finalize the order just go 10 percent 15 percent straight away and split test and see what's going to convert better for your brand because different verticals like supplements skincare clothing and apparel print on demand people are drop shipping general products all the time you never know what's gonna drive that open rate which is gonna you know drive the click which is gonna have these eyeballs and people coming back to your funnel on the other hand what we're seeing right now working quite well i'm not gonna you know make any promotions but usually people are using you know just uno or optinmonk or this you know open uh let's say uh this you know pop-up providers and split test between an email and an sms i don't know you might be dealing with an audience that is 50 plus years old they're likely to be more involved in i don't know more engaged with sms text notification but if you're dealing with you know people between 20 and 30 years old they love to have you know these spam emails coming into the inbox so just get the email make sure to provide as many reasonings as possible throughout a sequence of emails like more social proof more credibility some perks and discounts uh i don't know some loyalty programs that you have right now on your brand etc just to once again make the headline compelling enough for them to open the email to consume the content in the email to click through and once again engage with your brand let me just see oh yeah a couple of good tips that i can share right now what we're also using so for example if you're pushing a an in-transit notification like 40% are going to open it up 50% are going to open that specific notification you can set a time delay of one hour two hours and if the people who hasn't opened the initial email it's a good way for them to want i don't know enclave you to use a conditional logic and be like i'm going to push the same message you can probably apply some changes in the headline like a re in the beginning or another emoji something that is going to be more appealing once again to their eyes which is going to drive more clicks as well and it's the same content but they didn't consume consume the content in first place you're just trying to use you know these good you know features and uh you know tips to you get these people when you know once again in your funnel more cool things that we're currently trying to split test with you can split by country if you're doing international against domestic for people who are selling in us 80% of our customer selling in us but we have a good amount of dropshippers who are doing some tremendous job by the way even though they are selling from china but they have everything super doubt in like the old expectation the packaging the content the branding within the you know templates within clavio and omnisense like these people know exactly what they're doing and they're seeing tremendous results with clavio and email marketing in general uh one more good tip that i can share with you is the fact it's super funny because we've tested it you know quite a few times so you're going to have a branded template uh for example once again on order confirmation or shipping confirmation whatsoever but two hours later you might be like a headline with you know a note from the ceo of the company and it's completely pure text-based message without any templates without nothing and it's going to mimic like the ceo is trying to communicate with the customers and he's trying to get some feedback like a survey what's your experience what do you expect to get from our brand so another way not to sell more products but to get some feedback which can improve the overall value props benefit that you can apply on the front end which is going to naturally boost your conversion rate as a brand as i've said in the beginning feel free to interact with your brand with your customers uh seven days later or 10 days later with a review request regardless if you're using looks judge me or kendo uni beautiful we don't really care what kind of software you're going to be using you can use rush in a combination with that software to set the record straight seven days after parcel has been delivered it's a good time for right now to communicate and ask for uh a review and a feedback from your customers and something that is also working quite well win back campaigns if uh customers have been satisfied in first place there is no reason for them to not come back and spend more money at the end of the day so 20 days later 30 days later maybe you know two months later if you're selling supplements and if you're selling a pack of three it might be three months of load for them to consume the product and then to reconsider buying the same product again if they have been satisfied they're going to always come back and you probably don't need to even consider you know providing a discount because if they like the outcome of the product they're here to just you know buy it and they're here for the you know for the good result that they're gonna get on the product so hopefully you guys are loving what you're seeing right now on my screen i can just you know stop recording and we can continue on with the conversation with chase but this is what we're seeing right now across almost a thousand plus active shopify merchants using rush and you know just get one tip apply it and you're gonna see some good results and technically you can fight back on the increase of the cost by acquisition with facebook ads youtube ads google ads you name it man this was fantastic i love the tips i love the sharing thank you so much for all the insight and wisdom i actually don't have any questions that was super super awesome uh one last thing where can people find you on twitter and where can people find your website url and i'll include these both in the description below definitely uh feel free to interact with me on tito on official underscore career like k-i-r-i-l but once you start typing official underscore career you're probably gonna see my username popping uh pop-up at the top on the other hand feel free to go to our brand new domain that we migrated like a couple of days ago we are gonna be currently and for the time being under rush.app it's our brand and our domain moving forward i'm always uh i've been pretty active lately on linkedin as well so once again official underscore career on linkedin and if you just uh do a search on linkedin or on twitter for us ship track notify you can find me there and if you guys have any questions if you need some support our software has a seven day free trial you're not gonna pay a dime in order to try it out and also what we provide for people who are gonna be coming up as referrals from chase and other companies and other influencers that we work with we are gonna do the clavier flows for you we're gonna do the omnisent flows for you we're gonna set everything for you so once you're completely satisfied and you feel calm to move ahead with rush just enjoy the seven day free trial and you're gonna be enjoying some additional bottom revenue flowing into your brand and hopefully we're gonna drive your retention up by 10 20 and also we're gonna drive down the support tickets by where is my order by 70 so i'm really thankful for the fact that i've been part right now on that chase diamond podcast and i'm looking forward to interact with you guys i'm always available on twitter and i'm not gonna ask for i'm here to help you out guys succeed with your income journey because myself i've spent a good amount of seven to eight years doing direct to consumer marketing i was drop shipping a whole lot from china so i know the pain points but i think that right now it's a good time for anyone to reconsider their journey and make sure that you can focus on your customer experience in order to build a reputable and a successful brand on shopify or woocommerce amazing thank you so much for your wisdom time and insight appreciate you thank you so much buddy all right cheers