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The Quick Guide To Standout DTC Welcome Emails Using Jobs-to-be-Done

By Bhaskar Sarma

Welcome emails give you the second chance to make a good first impression. Here’s how to make them shine for your brand using the principles of JTBD theory

If all your eCommerce emails made up their own Justice League, welcome emails would be Batman.

These emails have the highest open rate for marketing emails: according to Klaviyo 2020 eCommerce benchmarks, welcome flows have an average open rate of 44.75% and a click-through rate of 5.72%, aggregated across industries (click on the link to see your industry’s specific benchmarks).

Welcome emails are automated emails that let you build an intimate relationship with the subscriber right from the start, and assure them that their decision to trust you with their email was the right one.

That’s why you need to pay specific attention to your welcome flow.

Screw the pooch, and all subsequent emails will be banished to the Promotions tab, or worse, land up in spam.

In this post, I am going to apply the principles of Jobs-to-be-done theory to help you create standout welcome emails.

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3 Essential (And 10 Bonus) Automated Email Flows That Practically Gives Your Ecommerce Store Free Money

By Bhaskar Sarma Leave a Comment

Find out how to set up automated email flows that will transform email into an indefatigable salesforce and make customers fall in love with your brand

If you have followed along my email series, you will already have a properly segmented and healthy email list.

But it’s just like a well maintained, fully fueled car.

You won’t get anywhere until you start the engine and drive out.

For email marketing, triggering automatic emails, also known as flows, is when you floor the pedal. and fly down the road.

To understand the massive boost well-designed flows have on your bottom line, see how average revenue per recipient compares between campaigns (manually sent emails) and flows across multiple industries.

revenue per recipient comparison between campaigns and flows- Klaviyo 2020 benchmarks

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How To Make Email Segmentation Simple And Quick For Your Ecommerce Store

By Bhaskar Sarma

Email segmentation can turn ho-hum email lists into money printing machines, letting you tailor your emails according to varying customer characteristics.

“How many emails should I send my list, now that I know how to build one?”

If you were to ask me that question, I would reply: “At least 10, and if you have a big list, 25-30.”

Shocked? Think I am talking trash?

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How to Get Your Custom Alexa Skill Without Writing a Single Line of Code

By Bhaskar Sarma Leave a Comment

Email segmentation can turn ho-hum email lists into money printing machines, letting you tailor your emails according to varying customer characteristics.

If you have followed the advice in the last post around list building, you know that you are just getting started.

Your list will be made up of diffrent types of people who are at different places in their customer lifecycle journey.

Some are just interested. Others are apathetic, and yet others are chomping at the bit and looking to buy from you again.

One message blasted to this disparate group is going to get drowned in the din, because it will mean nothing to nobody.

To harness email’s true power of one on one communication, you need to segment your list into sublists based on user behavior.

Listen:

I don’t need to be a marketing oracle to tell you that you are not getting enough engagement, traffic, and clicks on your content.

Email CTRs are dipping, traffic to your blog isn’t making your heart sing, and even the numbers of likes and comments on your Instagram are not what they used to be.

You hear gurus and thought leaders tell you about writing MORE blog posts, sending more emails, posting videos everyday.

You nod, but the noise on these channels gives you pause, especially when you see a tweet like this:

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Get Cheaper Leads From Facebook With This Free Lead Gen Chatbot [Tutorial]

By Bhaskar Sarma 2 Comments

Lately there has been a lot of chatter about Facebook Messenger bots.

That hype is backed by a solid number too: there are an estimated 1.2 billion Facebook Messenger users as of Q1 2017, and the platform is adding thousands of new users every day.

Regardless of what you are selling, you can bet that your ideal customers, clients or users are on Messenger.

With more and more people using mobile devices over desktops and laptops to go online, it’s critical that your lead gen systems keep up with changing behavior patterns.

This is why you should pay attention to messaging apps, because it’s much more natural to text something in a chat than fill out a form on a small smartphone, like those forms on landing pages that Facebook ads send traffic to. [Read more…] about Get Cheaper Leads From Facebook With This Free Lead Gen Chatbot [Tutorial]

What is the formula to calculate ‘cost per acquisition’ for SAAS product with subscription revenue?

By Bhaskar Sarma Leave a Comment

Since you have mentioned one time set up fee I am assuming that you have an enterprise SaaS product.

I am also assuming that you will have a high touch sales model, in that there’s someone who will follow up with the lead during or after the trial period over email/Skype and answer questions related to set up.

Now, on a broad level, CAC= (Sum of all marketing and sales expenses)/ (Number of new customers)

Let’s look at the activities you will typically perform to get customers (in terms of both sales and marketing)

Content Marketing
SEO
Social Media
Webcopy and design
Conversion Rate Optimization
Onboarding
Funnel optimization
Setup
Custom modifications
Hosting
Affiliate fees
Credit card fees
Costs of apps and other services.

Tally up all the costs involved with all these activities for a fixed time period, and divide them by the number of new customers you have acquired in that same amount of time.

That will be your customer acquisition cost (that’s the easy way).

If you want to go more granular, track the costs associated with each marketing channel, with every affiliate partner, every sales associate etc.

For instance, you might discover in your website analytics that a well designed infographic which cost $500 sent you 10,327 visits to your home page. 10.3% signed up for a free trial, and out of that, 4% became paying customers.

The second approach involves setting up analytics, measurement and testing, all of which falls under conversion rate optimization but is worth it to get more insights and make corrections.

The thing with CAC, though is that the absolute number is meaningless.

You want to look at two numbers related to CAC (LTV is your life time value)

To know more about how to calculate these numbers and ratios I highly recommend these excellent articles by David Skok :

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DTC and eCom brands are going to have to pivot from paid social heavy customer acquisition strategy and focus on email. Some ideas and playbooks on building a high quality and engaged email list