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Email Marketing Explained: How we use email to generate an average 30% of revenue for our clients

BONUS MATERIAL: Free bonus templates worth $900!

We’ll show you how to generate emails that bring an average 30% of revenue for our clients PLUS give you the sample email sequences & secrets to work from.

We’ll help make you an email marketing genius, whatever your current level, who can develop and nurture quality relationships with customers in no time. Here’s an example of what you can do, with 40% open rates and this email campaign bringing over $3000 revenue!

Dictionary for Email Marketing

Flows: A flow is an email triggered every time a certain behaviour occurs, like abandoned cart emails.

Campaigns: A campaign is a one-time send to a group of contacts, like a promotional email or holiday blast.

Segments/Segmentation: The division of email subscribers into smaller segments based on set criteria.

Open Rates: Percentage of subscribers who open an email out of the total number of subscribers.

The Beginning

No matter what type of marketing you do for your business, email remains a timeless strategy to build and nurture relationships with your customers.

Start strong with a good core sense of brand identity and email organisation, using these tips below, before launching into the gritty stuff.

1. Know Your Brand and/or Email Revenue

We find Klaviyo and ActiveCampaign can be most useful in recording this email data and enabling the growth and success you need, however there are many good email platforms available. Make sure the one you choose has good deliverability rates and that the features you need to build automations + tag and segment your audience are available. If you’re running paid traffic campaigns you’ll also want to make sure your email platform integrates with your store, so that you can create, for instance, custom Facebook audiences.

2. Find Email Service Provider

You’ll start strong in your email marketing journey if you cover the basics of understanding your brand and your plans to develop early. Consider your current and desired revenue gain through email – there is always room for growth!

3. Gather and Segment Email Contacts

Find a way to encourage people to sign up to your mailing list. It can be a good idea to do so through a signup form on your website or landing page. It’s crucial to then segment your audience by breaking your list into much smaller lists to tailor to more specific interests. It stops your emails from getting sent out on a mass basis and keeps it personal (which REALLY makes the difference in open rates!) Typically, it’s a connection tactic to deliver relevant email marketing to subscribers based on geography, interest, purchase history, gender, engaged over the last … days and more.

Hot Tip: Try to avoid “sign up for VIP list” comments to gain subscribers, it’s only successful for very well-known brands. Instead, give people a compelling reason to sign up, such as a discount on their first purchase.

4. Consider Naming Conventions

Consider the naming conventions you’ll use for flows and campaigns.

It’s a good idea to follow the formula:
Type of Flow (Pre or Post Purchase) | Flow Trigger | Flow | Flow Name

Which might look a little like this:
Pre | Shopify | Flow | Abandoned Checkout

5. Test!

Be ready to test your emails regularly to make sure you’re getting the best possible result. A lot of providers will enable you to do this through an easy setup. You can delay test your emails, or A/B test them, by splitting them up as random samples (usually just 50%) and sending out the same email, or even different emails, with different variables to compare the results.

Considering these key core elements of email marketing, regardless of which stage you are at on your marketing journey, will ensure a strong foundation for your brand and audience, setting you up for open rates at an all-time maximum!

Core Email Flows

Core Campaigns

Campaign Type


Subject Line Ideas

Preview Text Ideas

1. The Best-Seller

Great for brands that have a decent range of products.

It helps consumers focus on products that are enjoyed the most!

“You need these top sellers”

“These best sellers are 🔥🔥”

“Compliment guarantee”

“Here are the MUST haves”

“All the best.. just for you!”

Free Product with Purchase

We’ve found it works best for conversion rates to ‘sweeten the pot’ for consumers. It convinces your subscribers to become first-time buyers, as well as turning one-time buyers into repeat customers!

“Your favourite … is now free!”

“Score a FREE …”

“FREE … with ANY purchase!”

“… is FREE with purchase from now until sellout”

“Don’t miss a FREE …”

Refer a Friend

The perfect way to turn existing customers into brand crusaders!

“Here’s some money.. For you!”

“Sharing is Caring”

“Send a mate $10 and get $10 off your order!”

“A better way to share”

The Flash Sale

These emails can see the BEST results for driving revenue when utilised!



“Flash sale! Today ONLY!”

“A flash sale, for … % OFF”


A great way to drive excitement in customers. Shares a lot of benefits similar to the product launch email, but for items that aren’t shipping yet.

“Preorder Now!”

“… is now here!”

“Live: … “

“It’s here!”

“Something to look forward to..”

“Mark the date”


When writing holiday campaigns, you’ll have two separate kinds; real holiday’s (Christmas, Labor Day) and made-up holiday’s (Pancake Day, National Tattoo Day). You’ll find it useful to include discount codes. These campaigns can be the most simple and important!

“Preorder Now!”

“… is now here!”

“Live: … “

Holiday dependent

How this integrates with the bigger picture

You’ll also find there a number of other crucial campaigns to integrate into your marketing strategy.

Giveaway Campaigns can be a little risky, as they won’t always hit their revenue targets. Collection or Product Campaigns, where you are taking people straight to a Collections or particular Product page, offer more points of approach. Mix these up with email campaigns that aren’t all sales-driven (because nobody wants to be pounded with the “Buy Now” button every time). For instance, we once sent an email with a subject line of “Lazy Sundays … xo” that reminded readers how fabulous they are. We didn’t include a “Buy” button at all – just made them feel good. That email brought in over $700 in sales as a by-product!

All Email Services… Sorted!

Email marketing is one of those areas many business owners say they should "get around to".

But in the meantime they're literally leaving money at the door.

So, get on it now – use the bonus templates to make sure you have something in place that you can add to.

If you’d prefer us to look after it for you, click ‘Learn more’ to leave your details and set up a call.

Bonus #1:

How to create ads that convert without having to write them yourself

While the right targeting and funnel set up are crucial to account performance, it doesn’t mean you can show your audience subpar ads and expect them to convert.

This welcome sequence is plug-and-play – all you need to do is make a copy of the document, fill in the blanks and hook it up to your CRM.

The rest is easy – just sit back & relax with a good cuppa and watch the connection soar!

Bonus freebie #2:

Never miss a sale again with the help of our trusty abandoned cart templates.

No more forgotten checkouts - this is the tool you need to get every last sale through the door.

Just like the welcome sequence, this is plug-and-play, meaning it can be up an running in just minutes!

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