3 Ecommerce Growth Hacks Using Email, SMS & Google Ads
For most brands, acquisition and retention don’t play together.
Paid ads teams or agencies do their thing. Email, SMS and retention does theirs.
But that siloed approached leads to huge cost inefficiencies, redundancies, waster time and rising costs.
There’s a better ecommerce growth hack.
It’s the flywheel approach, where acquisition & retention work together to grow the brand.
My partner, Aron Nam, focuses on acquisition and my team focuses on retention.
Best part: we both came from the top 1% of ecommerce brands so we know exactly what will grow lifetime value while reducing ad spend.
So today, as we did this for a new 7-figure client, we zeroed in on THREE ways – and three quick ecommerce growth hacks for the client – that will double sales & reduce costs when acquisition & retention – ads & email – play well together.
👉🏻 Learn The 3 Hacks in 3 Minutes 👈🏻
These hacks will help you
Ecommerce Growth Hack #1 – Automate Your Segments to Google & Meta
I’ve audited hundreds of brands in Klaviyo, Listrak, Emarsys, Omnisend and more.
90% of them don’t share their email / SMS list with Google & Facebook.
The 10% that do only share the list ONCE or annually.
Hard pass. Do it daily.
You can have Klaviyo send your email list / segments over to Google & Meta and build Lookalikes and Customer Match audiences for you.
For our clients using our paid media & email services, I send the following segments to Aron every day automatically:
- VIP Customers
- One-Timer Buyers
- High Engaged Non-Buyers
- Dormant Buyers
- Unsubscribes
(we go even deeper by you can start here!)
Aron then builds custom ads to each segment… or EXCLUDES ads to certain segment.
And we build lookalike & customer match audiences that match that specific segment… so we can find more customers like them!
Each ad speaks to the audience a lot better than a one-size-fits-all approach, with clear KPI’s and measurables.
For example, VIP customers may get more content than offers where as Non-Buyers may get more offers.
Same for our emails & SMS.
Dormant buyers will get a winback offer instead of content. Same for email & SMS.
The result: smarter, more personalized ads that convert better.
(we level up even more on a linking & popup strategy that personalizes the web experience to the ad!)
The possibilities are endless.
But it starts by syncing email & SMS with Google & Meta.
This hack ALONE will improve your ROAS & acquire higher quality customers.
Ecommerce Growth Hack #2 – Use Different Popups for Different Traffic Sources
Not all traffic is equal.
Visitors coming from Google organic may be different than Social.
And visitors going to PDP are different than visitors to your blog.
So why are your popups the same for everyone?!
You can use Klaviyo (or any ESP) to show different lightboxes to different traffic sources simply by using UTM parameters.
Aron and I discuss the UTM’s for paid traffic specifically and then target lightboxes based on the URL string.
For example, if John clicks on branding ad from Google that goes to the homepage, he will get the standard lightbox that invites him to signup.
But if John clicks on a Google Shopping ad and goes to PDP, he will get NO LIGHTBOX until he shows exit intent and then gets a CUSTOM lightbox that encourage SMS signup for an instant sweet deal good for one hour.
See the difference? John #1 is TOFU and John #2 is BOFU.
Or John #3 – MOFU – visits a blog page from Google organic… so we ONLY show him an invite to join our newsletter instead of an offer.
So different lightboxes for different purposes.
All based on UTM parameters & links from ads.
Your email acquisition percentage will instantly double because you have a more personalized lightbox experience.
That’s segmentation and personalization with paid ads using email & SMS.
Ecommerce Growth Hack #3 – Unmask Your Anonymous Visitors
If you’re not using Retention to unmask your anonymous traffic – and reclaim your anonymous cart abandoners – you’re literally losing money daily.
Retention identifies the anonymous traffic to our client’s website and then sends that data to Klaviyo and Meta.
For example, if you have 100 cart abandonders a day, Klaviyo identifies maybe 20 of them. Retention helps you identify another 20 to 30 of them.
Imagine the IMPACT on your bottom line with double the cart abandoners.
So once identified, my team sets up the cart abandon & browse abandon flows to send emails to those new people.
Aron sets up the Meta integration and can retarget those cart abandoners with a killer campaign.
We then also use Klaviyo to send those Retention leads to Google and retarget them there.
Every channel working in sync with one goal: CONVERT THOSE CART ABANDONERS!
Now that’s a much better use of your ad dollars.
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Three ecommerce growth hacks that will double your sales when acquisition & retention play together.
That’s our FLYWHEEL approach.
And it’s how your biggest competition runs their ecommerce marketing.
You can DIY this… or let us do it for you.
👉🏻 Start With a Quick Chat & Free Audit 👈🏻
And we can see if we’re a fit.
Start your Q2 by thinking bigger than you’ve ever thought possible.
Aron and I are here to help!
Isaac @ HiFlyer Digital
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