Email marketing has always been the most challenging for me.
As a general benchmark, you should aim towards getting 30% of your store’s revenue from emails.
The question is…. How?
What type of emails will keep your customers engaged and interested in reading them?
And there’s 2 types of emails in general.
- Flow related emails
- Campaign driven emails
Our eCommerce Email Stats
| % of Revenue | |
| Welcome Flow | 15.0% |
| Cart Abandonment Flow | 1.6% |
| Browse Abandonment Flow | 0.0% (Didn’t setup) |
| Winback Flow | 0.0% (Didn’t setup) |
| Post Purchase Flow | 0.0% (Didn’t setup) |
| Total | 16.6% |
Currently we are at 16.6%, VS an industry benchmark of 30%.
Are we doing well? I am not sure.
Potential Improvements
I have some ideas on how we can improve the email stats of the eCommerce brand that I am working at.
- An awesome, kick-ass post purchase flow. Sent to 1st time customers that have made a purchase with us.
The only issue is that this business is extremely gifting related. So there’s no impetuses for repeat purchases (unlike a skincare or a supplement business). So how do I track the effectiveness of a great post purchase flow?
2. Weekly emails that are sent to promote the vision of the brand that are non-commercial in nature.
This is something that we can do at scale (and repeatable).
Results (After 2 weeks of non-commercial emails sent)
Not too bad, from the emails sent on 12th and 19th of March 2021.
The results seem promising, with the highest ever open rate and a decent click-through rate.
More Research Needed
I still think that this is the tip of the iceberg. What I need to do is to research on more DTC brands that are strong with their email marketing.
Here’s a few that I saw on Twitter.
