3 Marketers Podcast

The Inside Scoop On E-Commerce Email Marketing With Gabriella Rapone [Episode 37]

3 MARKETERS PODCAST - GABRIELLA RAPONE
Email marketing is still one of the best ways to showcase your offers and make those important sales!

There are so many services and strategies out there, how on earth are you supposed to know what’s going to work for you?

Every business is different so it's best to get as much info and advice as you can from different experts, and this weeks guest is certainly an expert!

That's why this week we sat down with the brilliant Gabriella Rapone, to find out her very own e-commerce email marketing tips and tricks…

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HOW-IS-E-COMMERCE-EMAIL-STRATEGY-DIFFERENT
  • In all honesty, it’s no different at all.
  • One of the biggest challenges I have right now with e-commerce clients is getting over the mental mind shift that email is email, the strategies aren’t any different.
  • There are definitely different tactics, like different ways to segment, different ways to build automations.
  • E-commerce emails are no different than if you were sending infopreneur emails or affiliate emails.
  • The objective of the email is the same at the end of the day – getting the user from point A to point B.
HOW-OFTEN-SHOULD-YOU-SEND-ECOMMERCE-EMAILS
  • There’s nothing wrong with sending emails daily, sometimes I would send the same offer eight times a day as long as it kept making money.
  • The great things about email is that you don’t need to guess, the stats are all in front of you.
  • You want to push your limit, because if you’re not emailing then the guy across the street is going to tap into your customers and get those sales.
  • It’s up to you to look at your stats and have the knowledge to push your list to the limit.
  • You can make an assessment, based on things like your unsubscribe rate or your spam complaints, about when you should back off and when you should email more.
CREATING-EMAIL-CONTENT-FOR-YOUR-AVATAR
  • So many people with e-commerce lists fail because they’ve conditioned their users to only buy on discounts.
  • Instead, you just need to understand your avatars. The people coming to your store are coming for a reason, either for pain or desire.
  • There are so many different avatars to think about and you just need to understand their pain points and their desires so that when you’re creating your content it’s about what your product is going to do for them.
  • I like to describe email marketing like a tree. When people are coming to you on your email list, they’re all being funneled through the trunk of the tree.
  • Then you imagine the tree branches being segments of that tree. In real life, you would never see a single branch on a tree which is 100 feet long, just like you don’t want segmentations or automations which are 90 days deep.
  • At the base of the tree you have the roots, which is what I call the heart. The heart is basically where your avatar is. They come through the roots, through the trunk of the tree because of a pain or desire.
HOW-TO-FIND-OUT-MORE-ABOUT-YOUR-MARKETPLACE
  • You want to start with the information you can get easily, so grabbing your demographic information.
  • You can look at the information from your Google Analytics or your Facebook page insights to get as much insight as possible.
  • After that I like to look at a few key pieces of information – where do people spend their time, what are they watching, what do they believe in, who do they follow?
  • From there you can start building your avatars, and you want to start with at least two different avatars.
  • One of the best ways to really find out about your marketplace is to survey your users. People love giving their feedback so use it!
  • Create a fun, quick survey with some interesting questions which will give you a real understanding of where your user values their time.
Gabriella Rapone Email Marketing Strategy
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A book that you would recommend…
Building A StoryBrand by Donald Miller

What is your top success habit?
Taking time every single day to appreciate what I have.

Who do you look up to?
Everyone basically, I’m short!

What are your favourite apps right now?
In all honesty I like to avoid my phone as much as possible, but I like to use apps for efficiency so that I can limit my phone use.

Here’s the big one…who do you like more, Rob or Kennedy?
I’m not gunna lie, I do have a thing for red heads!

Finally, where can folks go to find out more about you?
You can go to gabriellarapone.com or you can visit my Email Maverick Facebook group.

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