eCommerce Lifestyle

Email Marketing for Beginners in 2020


Don't you just love coupons, promotions and free tips without asking for it? We often get eye-catching subjects in our emails from different businesses.

Sending emails to customers is as easy as 1,2,3 but capturing email addresses is a bit challenging. In today's podcast, I share with you tips on how to get leads for your email marketing that can increase your sales to 30-40% monthly. 

What's Covered in This Episode:


  • ​Initiation
  • ​Abandoned Cart
  • ​Post Purchase
  • ​Promotion
  • ​Engagement
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What's up, everybody. Anton Kraly here from, and in today's episode of the podcast I want to give you some email marketing tips for beginners as we get into the new year. Now, if you do email marketing the right way, it should easily add 30% or more to your monthly revenue. Again, by not doing any extra work by not acquiring any extra leads, simply by doing a better job, by emailing the people that are already visiting your website. So, again, in this podcast I'm going to share some quick tips, some things you need to know, and honestly, some things you should start doing today if you want to be adding 30% or more to your monthly revenue. So the way that we acquire leads with our eCommerce stores is really one of three.

So the first way that we can acquire a lead is that they can visit our Shopify store and they can opt in for something that we're giving away. So that might be something like a 15% off coupon for orders over $2,000 or something like that. It might be a chance to win, so it might be a prize that we're giving away. It might be for a download or a resource. There's all different ways that we try to get emails, because they're so valuable, from leads on the website. But those are some examples and I'm sure if you go to any eCommerce site, you could find a whole bunch of different ways that people get creative with how they collect emails. But that's one possible way that people can get on your email list. Now, the other possible way is that they go to your Shopify store and they go to one of your products pages and they add their item to their cart and they start the checkout process and they don't finish it.

Now that's what's known as an abandoned cart. I just call it AC for short. They started to buy, they entered their name, their email, their phone number, maybe even their address, but when it came time to enter their credit card number or debit card number, they didn't complete that. So that's an abandoned cart, that's the second way we collect leads on our websites. Now the third way is the visitor lands on your website, they're on your Shopify store, they go to the product page, they add it to cart, they go through the checkout process, and they actually complete the order, they purchase. So that is another way that we collect emails from customers, because if you're buying, you're entering your email. So with all of these different kind of groups of people, they're all doing one thing in common, they're opting in for our email list so that we can then market to them in the future.

Now the way that we market to them is different based on where they came from, especially in the beginning. But what I want to share with you are five campaigns that we always use and they are by far our five most profitable campaigns. So the first one is what I call the initiation campaign. And what this is, is what it sounds like, it's sending emails to the leads that are trying to really build a relationship and initiate them with our brand. So depending on what store they're on and what our brand's messaging is and what our unique value proposition is, that's mixed into a series of emails that are being delivered to the new leads. Now the reason we do this is to build up trust, build up authority, and build up a relationship so before we start making a bunch of offers and whatnot, they know who we are and they're actually comfortable enough to trust us and to buy from us. So that is what is known as the initiation campaign.

Now the second campaign, which is the one that will make the most money, is the abandoned cart campaign, again, AC for short, and that's for everybody that started to complete their purchase and didn't finish. Now the reasons these convert so well is because obviously the person tried to buy, maybe their credit card was declined, maybe they had second thoughts last minute, maybe they thought, "You know what, I'm going to order when I get home tonight," whatever it is, the abandoned cart email campaign is one that cleans up all of those orders from everybody that was possibly going to buy and turns them into customers. By the way, I should note that all of these email campaigns that we use, we create ourselves, but we create them in a platform called Klaviyo, which integrates directly with Shopify. And what's great about this is all these different automations and flows as they call them are just super simple to set up, like where you have to get creative and where the money is made really is in the messaging within the emails.

But as far as the technical side, it's actually very easy to set up with Klaviyo and Shopify. But let's keep moving throughout the campaigns that we send and we're going to move into the third campaign, which is called the post purchase. Now this, just like it sounds like, is sent to people post-purchase, after they buy. So that segment of people that landed on the website, that added to cart, that put out their credit card number, that bought, they're getting the post-purchase followup. Now this is a pretty long campaign. We typically send it over about 10 days. And what we're emailing people over those 10 days are, first of all, updates on their order. So when is it going to ship? When should they expect it? Does somebody have to be home for delivery? Whatever the store and order actually requires, we let the person know what to expect.

We're also still building up social proof here because when people buy from a store they haven't bought from before, they typically do have buyers remorse and we want to make sure that the person that just bought knows they made a good decision. So we reinforce that by including some social proof emails in this campaign as well. And furthermore, part of this is sent after the product is delivered to the customer's home. And what we're doing there is asking them for reviews, seeing if they could send a photo or a video with the product and at the very least sending a text review so that we can build up our social proof on our website and maybe even use it in future emails. So moving forward, the next campaign that we love that makes a ton of money is what I call promotional. Now these are typically the emails that we send around different holidays or events, so think, you're doing a 4th of July sale, doing a Black Friday, Cyber Monday, things like that, things that there's a reason to put together a special offer for.

And when we send out the promotional emails, they are going to the entire list, they're going to all of the segments. So promotional emails go to opt ins for freebies and giveaways. Promotional emails go to abandoned carts, promotional emails go to previous purchases, because the goal is to let everybody know about this promotion you have and get them to either buy for the first time or buy again. It works in any of these scenarios. So moving forward, I'll give you the fifth one. That is a must and that is what I call our engagements campaign. Now these are emails that we send out throughout the year, and again, they're going to every different source of leads that we have, so they're going to the whole list. And the reason we send these out are, like it sounds, to get the people to engage again with our website and with our brand.

So maybe we're asking them for advice about new products we should sell, or maybe we're just sending out an email to let them know, "Hey, we're now selling product XYZ from brand ABC." Or maybe we're emailing them to say, "Hey, we just published this brand new blog post about the top five tips for," whatever the topic that they're interested in is in. But the point is we're sending out emails that either just provide straight up value or that ask them to reply or that ask them to go to a link that we're sharing more value with them, because what we want to do is strengthen that relationship. Again, it's super important upfront in the initiation campaign and in the post-purchase, but we don't want it to just end there because people are busy and they forget and quickly there'll be like, "What company is this again?"

So throughout the year we're mixing up the engagement campaigns with the promotional campaigns and the ones that are running evergreen in the background as new leads come in are the initiation, the abandoned cart and the post-purchase. Now, if you're brand new to this, I do share my email strategies for the most popular ones inside of Drop Ship Lifestyle, so you can get my abandoned cart templates in there. And if you're not part of Drop Ship Lifestyle yet, be sure to go to, where you'll get a full training on how we build highly profitable semi-automated stores and you can learn more about our full program and how you can get access to all of our email templates should you be so interested.

So that's it guys. As always, if you got value from this podcast, I would really appreciate it if you can go over to Apple Podcasts and leave a review. And if you're just getting started, you want everything that we have to share, all of our best systems, be sure to go to So thank you guys. I appreciate you, and I'll talk to you in the next episode of the podcast. See you.