Email Is The King Of Long-term Profitability

$0 to $103k (51% of Store Revenue) From Email in 113 Days On High-Ticket Products

Do you think it’s more profitable to sell high-ticket products by retargeting people who were not ready to purchase with just ads, or with emails as well?

For my clients, it’s pretty simple… email is the king of long-term profitability.

Here’s why…

Emails are an easier way to get those conversion assets that were missing on your ad, store, product page or checkout page even.

Here Are Some Conversion Asset Examples

A different and fresh angles or hook that will tickle the imagination of a sophisticated customer.
Specific and just-right pain points or desire points that the potential buyer can relate to.
Trust builders in the form of manufacturing/material transparency, price justification, human touch (like real customer letters), customer support interaction, etc.
Social proof (testimonials, customer stories, customer videos, Instagram customer posts, user-generated content).
Real & justified scarcity (limited editions, sensible financial reasons for a time-bound discount, stock depletion)
A discount incentive with a reason that makes sense. (E.g., special days, special signs of appreciation because of their actions, like an active readership, second purchases or VIP membership as ways of helping them make the decision, etc.)

Now imagine trying to make a potential buyer understand and connect to these conversion assets through an ad. Their attention is flying all over the place, as they feed their addiction by scrolling for information.

However, people are much more focused when reading emails ff the message is relevant enough. An interested buyer will read an 800-word newsletter and click on the button at the bottom.

That’s why my client wanted an email marketing machine. Here’s where we started, what we built and where we are now…

DAY 1: SITUATION

No emails ever sent from Klaviyo, only a few campaigns and cart recovery emails from MailChimp. We had to set up everything from the beginning, which is how we prefer it.

The challenge was setting up an automated email flow system that will give people exactly the right conversion assets and incentives that they need to purchase.

Status from the last 30 Days of Email Marketing via Klaviyo Analytics
– $63k store revenue // $0 email revenue

Starting out

#1 // We set up a structured automated email flow.

Actions subscribers make on the website trigger every automation. Whether they just browse, add a product to cart, start the checkout, place an order, opt-in for a discount, opt-in to receive content, etc.
We give them the right conversion assets that they need to make their buying decision easier.
This is CRUCIAL for high-ticket products – we give them enough time. Our offers last from 7-14 days sometimes. We also use discount ladders (giving higher discounts to the toughest customers over time). The goal is to take them out of the market.
Also, these automated flows are longer than they would be for low-ticket products. The reasons behind this are clear when you consider in-person conversations with a salesperson. For example, you’d have multiple, long conversations with an interior designer if you’re furnishing your whole living room. But one 5-minute chat could sell a single new desk lamp.
Each flow is set up as if it was a face-to-face sales interaction where the salesperson conveys all the value, information, and discounts available.

#2 // We gave them regular, weekly newsletters, with engaging content relevant to their interests.

These consist of two new articles each week, one product showcase, one discounted offer (based on the content before), and a weekly review of blog articles.
This is important for high-ticket products which usually have a very specific customer type with particular interests. We aim to engage by painting pictures of features and benefits, inspire fantasies about prospects’ ideal selves (connected to our product’s benefits), show how social status rises with product ownership, how self-respect and pride grow, and how day-to-day life becomes easier.

#3 // We launched special sales events:

With high-ticket products, even a 10% discount can tip the scale to make an engaged lead buy.
That’s why it’s important to give some weight to the discounts and not just offer them all the time.
We do special sales events for regular holidays, like Christmas or Black Friday. However, we also do our best to give a relevant reason for all the discounts we do.
We attach discounts to the behavior of the subscribers, angling them like rewards for reading our newsletters, frequent purchases, engaging with our blog, etc.
We also find industry- or interest-related reasons to email our list. For example, a discount offer can enhance the celebration of a significant milestone.
Day 90 Check-Up

– $203k store revenue // $79k (39%) email revenue

Day 113: We Still Haven’t Stopped

a) Our “new subscribers” flow shows them the values of our brand and products, and how we can improve their lives.

b) Our Cart Abandon Flow doesn’t just remind them about a product they considered. It also gives them extra value and conversion assets to build a relationship. This gets them comfortable enough to buy.

c) Our content-driven newsletter becomes much more powerful with carefully planned consistency. When you get your engaged subscribers into a habit of receiving value from you a few times every week, some of them don’t need a strong call to action to buy. They just need time and attention.

Ready to engage your prospects into buyers? Contact me to turn your cart abandonment into a viable sales funnel today!