How to Send Fewer Email Campaigns Yet Make More Moneys
No email marketing agency will tell you this because… well, they want you to send more & spend more.
And Klaviyo, Omnisend, Sendlane, & Mailchimp won’t tell you this either because they make money when you send more.
But as former VP of Email, SMS & Retention at the top 1%, sending 1 billion plus emails in the last two years, this is the truth:
Sending FEWER email campaigns will make you MORE money!
👉🏻This Youtube Short Sums it Up 👈🏻
Why does this matter to you?
Why does this matter to you?
Well, sending more email campaigns leads to:
❌ Lower profits
❌ Higher ESP costs
❌ Higher customer complaints
❌ Decreased list growth
❌ Higher customer churn
❌ Rise in customer complaints
❌ Spending way too much time on emails
❌ Wasted manhours on day-to-day emails
Sounds familiar?
It did to me because I faced the SAME problem you do.
As head of email for a 9-figure brand, I was advised to send more, more, more and that led to a ton of complaints, 18 hour days and not much more $$$.
But, you may say…
Hey Isaac, if I send fewer email campaigns, I’ll naturally make less money… what are you talking about?!?
Here’s the answer.
The trick is to focus on two things:
1) Send BETTER emails.
2) Send the RIGHT emails.
Now, you can keep sending more and more emails, like others are advising you to do.
Like they’re PAID to tell you.
Or you can try listening to a VP of Retention who made millions more for my brands while sending 11% fewer emails every year.
Step #1: Rein in Your Campaigns.
Here’s a clear cut case of what NOT to do.
Looking at you, Bloomingdales.
Clearly, Bloomingdales sends a TON of emails
They’re taking a BRUTE FORCE attack on their email list, trying to email me into submitting my credit card.
Not happening.
Now multiply that up by millions of subscribers.
What Bloomingdales needs to do is break free of a campaign mindset.
And it’s not just them.
It’s EVERY BRAND.
Campaigns fill in gaps when your automations run.
If you’re making up campaigns, like National Left Foot Day, you’re doing email wrong.
And your customers will tell you this with unsubs and spam complaints.
Break free from a campaign mindset and embrace sending BETTER emails, not more emails.
Step #2: Send BETTER EMAILS using segmentation & personalization
Check out this 8-figure beauty brand and the work their agency did.
Note how this agency (SYB?) did a HUGE AMOUNT of segments.
Super granular segments that sound really cool.
Bu, like EVERY OTHER AGENCY I’ve ever seen, they did a fundamental error.
They stacked all those segments into every campaign.
The client was told that they were using segmentation to SHRINK the mailbase.
But that wasn;t the case because they mailed to everyone anyway.
They were just sliced into different segments.
It’s like saying “I won’t eat a full pizza” but “I will eat 8 slices”. What’s the difference?!
So this brand was wasting thousands of dollars with a non-segmented approach.
But it goes way deeper.
This brand / agency used ZERO PERSONALIZATION.
You can’t have segmentation without personalization and expect to make money.
If you send the same email to your VIP customers as you do your non-buyers, you’re clearly not communicating clearly.
One segment is a VIP and one is a total window shopper.
We came in and changed everything.
Instead, we focused on sending to the BEST customers – engaged, VIP’s, high value, high LTV customers.
And then we personalized everything in the email to them.
Custom copy, design, links and strategy so they actually are treated as VIP’s.
And as you know, the Pareto Principle is huge here.
Pareto Principle: 80% of your revenues come from 20% of your customers.
So when we sent a basic email to the VIP’s, this brand made money.
But when we sent a SUPER-SEGMENTED and SUPER-PERSONALIZED email to those VIP’s, sales tripled.
Because it’s a BETTER EMAIL.
Fast forward to 2024: this 8-figure beauty brand is growing by 800% in 2024.
Literally hundreds of thousands of dollars gained this year – because of this approach.
And they’re more profitable because we’re sending fewer emails.
Step #3: Send the RIGHT EMAIL by focusing on Automations & Customer Journey
Ask yourself: which email do you think will convert better – a browse abandon email or a campaign for Back to School?
Answer: the PERSONALIZED one will always win.
A personalized email will always beat a non-personalized email 10 times out of 10.
Yet majority of brands focus only on their NON-PERSONALIZED campaigns, pushing the PERSONALIZED campaign to the bottom of the inbox.
Want proof?
Check out this 8-figure brand (blocked for privacy because we audited them!):
Notice how my inbox is FLOOOOOODED with campaigns from this brand.
To the point where I got 6 emails in a day after I started browsing an item!
This brand essentially BURIED the high converting browse abandon in a sea of campaigns.
Eliminating any chance of seeing the email, let alone converting from the email.
This is a clear example of not sending the RIGHT email.
The best email to send would be the Browse Abandon automation.
And then this brand needs to suppress that user from all campaigns.
But that’s not all.
They can also send Category Browse Automation & Browse Expansion Automation.
Multiple email touches dedicated to what that customer is interested in.
Goodbye campaigns and hello automations.
What will happen here is that this brand will rely LESS on campaigns and let the automations do the selling.
Fewer emails but better ones.
This brand didn’t take into account the CUSTOMER behind the inbox.
Which is why their sales were tanking.
Clear example of where they need to send FEWER emails to make more money.
Let’s summarize:
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By using segmentation & personalization, you’ll send BETTER emails.
-
By using automatuion, you’ll send the RIGHT emails
-
Put these two together, you’ll send FEWER emails & make MORE MONEY
That’s the whole smash.
This is why brands are lining up to learn my 10-figure email strategy.
It’s the BEST way to run your email strategy, proven by my experience as an ex-VP of Retention.
I use the 8-figure and 9-figure brands as examples to teach a lesson.
If they are doing these mistakes with their staffed up marketing teams and glorified copywriter agencies, then you are probably also doing the same thing.
The down side for you: you don’t have the time, expertise or bandwith to take this critical challenge on.
Which is why we do it for you.
Book a free email & SMS audit and I’ll bring my done-for-you email marketing strategy I used at the 10-figure brands straight to your brand.
Two other options:
So you can start sending fewer emails and make more money.
And win 2024 faster than your competitors.
Isaac @ HiFlyer Digital
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