For the second time on the show, we are joined by Gabe Gabe Macaluso, the Director of Customer Success at Omnisend. Prior to that, he was on the Bronto team at Netsuite – so Gabe’s got some serious eCommerce email pedigree! It was a refreshing conversation to hear Gabe unpack how to optimise your existing email content.
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Take a Breather
This year, Gabe believes everyone needs to take a breather.
This means doing more with less. Since you’ve already put in the work before, look at what you already have and implement it in a smart way so that you can improve performance without having to do so much. And by improvement, Gabe is talking about an increase in revenue, the number of orders, or customer satisfaction.
Start with Automations
In terms of optimising your content, the easiest place to start is with your automation, because you most likely set this up years ago.
It’s an opportunity for you to refresh the content, and you can do this with easy tweaks like making sure your brand colors are updated and that your message still resonates with your customers today.
Gabe reiterates that what you want is to do things with minimal effort but with maximum results or do some lazy email marketing.
When doing email marketing, make sure you’re using and optimising the tech you have. With Omnisend, for example, you can set up your abandoned cart automation in less than a minute.
Gabe says to take a relaxed approach to your email marketing this year and have fun with it because your passion for what you’re doing is going to come through in the content you’re creating.
Perceived Value & Customer Retention
Another thing to focus on this year is making certain that your perceived value is on point when you’re creating and optimising your content.
Think of your existing customers and what content you can put out that’s going to make them buy again, and that’s perceived value.
The Future with AI
Implement AI in your business strategically, and this means using it in a way that complements your business capacity.
When doing email marketing in a lazy or relaxed manner and with the help of AI, Gabe says to take control of the things you have time for and optimize what you already have in place, but make sure you’re able to manage everything.
If we’ve inspired someone to take their first step with email marketing – what do they need to know to give themselves the best chance of success?
Keep it simple, have fun, and don’t overthink it.
Once you’ve started of course you’ve got to ‘keep optimising’! So what’s your favourite way to improve email marketing performance?
Gabe has two tips for improving your email performance. One, enhance what you already have. Two, remember to have fun with it.
He also suggests the following:
- Because there’s at least one holiday every month, send out a newsletter to tie in with the holiday.
- Make up holidays if they don’t exist.
- Send out “ooops” emails.
If someone listening wants to learn more about email marketing is there one cheap/free resource you’d recommend?
Check out Omnisend’s Academy where they talk about everything related to email marketing, starting with the basics all the way through more advanced concepts.
Crystal ball time – what’s coming up in the next 6-12 months that we should be getting ready for in email marketing?
The first thing is provider consolidation, and this is because of the current state of our economy. So reevaluate who you’re working with and analyze what will be most profitable for you.
The second is ChatGPT, artificial intelligence, and conversation bots. Some AI tools that are coming out now are proving to be useful and practical, especially for eCommerce brands. Find out how you can utilize AI to your advantage.
- Check out Omnisend omnichannel marketing platform
- Use the code KEEP to get 30% off today
- Listen to Gabe’s episode on how to grow your email list
Gabe on Social media:
Omnisend is a marketing automation tool trusted by over 80,000 eCommerce businesses worldwide.
Boost your sales with advanced features like behavioural segmentation, pre-made automation workflows, and multi-store support. Effortlessly create emails and web forms with Omnisend’s user-friendly builders, made specifically for eCommerce.
And if you ever need help, get your questions answered in under 3 minutes by an award-winning support team that’s available 24/7, even during busy dates like Black Friday and Christmas.
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