How to Improve Your Email Marketing Strategy

Are you ready to maximize your customer acquisition strategy?


We spend a lot of time talking about new-customer acquisition through paid advertising, but prioritizing previous customers is vital to any eCommerce brand that wants to be successful.

After all, retaining your existing customers is much less expensive than acquiring new customers.

Email marketing is a tried and true method of keeping your current customers engaged with your brand, but plenty of people are doing it wrong.

“I just love seeing how [email increases] the LTV of a client that maybe you’ve already acquired through paid ads. Maybe you’ve [gone] out and done some different customer acquisition activities, and now you have them… There’s so much you can do with your email marketing to just get them to continue purchasing, continue adding value to them and increase the LTV.” (21:24)

Emily McGuire, the founder of Flourish and Grit, joined the eComm Growth Show to talk about what makes for a quality email campaign. Check out these tips!

Get Permission

Who are you allowed to email?

In the United States, it isn’t illegal to email someone without their permission, but the GDPR protects citizens of the EU with permission-based marketing.

Basically, make sure you are allowed to email the people on your list!

This goes farther than legality, though. No one wants to get emails from someone they don’t know. Emailing people who don’t want to be on your list is an easy way to turn someone off from your brand.

Welcome New Members

So often, brands will introduce new members by throwing them directly into their email campaign. If they aren’t already familiar with what’s going on, you will leave them confused and unhappy!

Instead, introduce people that are new to your list with a welcome series. Warm them up and walk them through everything they need to know so that they will understand what’s going on in your email list.

Focus on creating relationships through email with the welcome series. Be sure to communicate your brand’s values and uniqueness just like we do at the top of paid customer acquisition funnels.


Have Clearly Defined Goals

It’s simple. If you don’t set goals that you can look back on, how will you know if your campaign is successful? For many brands, their goal is to increase revenue through sales. Good news for them, this is easy to track.

“The really cool thing about email is, with most email service providers, if you have it set up correctly, you can see how many orders and revenue are generated per email.” (10:50)

Another great goal is to use it as insight into customer LTV. How long do they stay on your email list? What types of emails receive the most engagement? How many emails do your customers want a week?

Long-time customers are great for these types of insights.

Have Fun With Your Emails

Utilizing humor is one of the most effective ways to catch your customers’ attention. Almost everyone loves something that makes them laugh.

Try playing around with clever subject lines and sender names that follow the email’s topic. When you make your customers laugh, you are more likely to make them like your brand and want to purchase from you.

“I think those are some of my favorites when it actually feels fun and humorous. I really like when people have a good sense of humor in their email marketing. Those are the ones that I tend to click on and open. And it actually creates a customer out of me because eventually I’ve enjoyed it so much that I want to buy.” (15:41)

Include a Call To Action

ALWAYS include a call to action in your emails. Provide a link that your customers can click on and purchase or download your product directly.

Never make your audience dig through your website to find what they’re looking for. Why would you want to make it difficult for them to purchase?

“If your subscriber that is reading your email is ready to take the next step with your business, your brand, whatever – making them go hunt down the information on how to become a customer is putting more work on them, and your job as a marketing professional is to make a customer’s job easier to become a customer.” (18:13)

Are you interested in attracting new customers to keep around?