How to QA Ecommerce Email Campaigns to Increase ROI

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I don’t have to convince you that email is important:

  • Email is a cost-effective way to get sales. Converting customers from your mailing list costs less than converting the same number via advertising.
  • Email includes your most-interested customers. The majority of your list is composed of people who’ve already placed an order, so you know that they’re willing to buy (though it still takes effort to win back customers.)
  • Email maxes out revenue from big sale periods. Black Friday and Cyber Monday sales represented $123 billion in revenue in 2018. And, according to Klaviyo, emails initiated 30% of those sales.

But do you work on your email? Is email an actively managed and QA’d operation in your business?

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hurricane paths

Most hurricanes that reach the United States start off the coast of West Africa. Those storms join and split with other minor systems as they move across the Atlantic. Some dissipate into a mild breeze; others devastate coastal areas along the Eastern seaboard.

So what does an afternoon rainshower over Cape Verde tell you about the next Category 5 hurricane? Often, little more than a form fill tells you about the potential for a five-figure sale months down the road.       

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Plenty of us have witnessed a marketing campaign gone wrong. Remember that recent Pepsi commercial featuring Kendall Jenner trying to settle a Black Lives Matter protest with a can of Pepsi? I just remember thinking (as I gagged), “How did that actually make it to market?!”

Yet despite some major fails, marketing continues to be the differentiator that sets a brand apart within a crowded market.

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