This Week

Happy Sunday,

Welcome back to the 11th edition of the NordMedia newsletter,

Your weekly retention strategy reality check. 

Before we get started: If you want to follow me on other platforms and learn more from me daily / get insights into my work drop a follow 👇

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This week we’ll cover
1. An email design spotlight for Kiya Tomlin
2. Why you need to be testing your pop-up
3. How to effectively grow your email & sms list through paid

1. Weekly Email design Spotlight
Brand - Kiya Tomlin
Email Focus - Kiya’s Birthday Celebration 🎉

Why did we design these this way?
We wanted to create excitement and focus around Kiya’s 50th birthday sale and celebration while also driving sales heavily. These were a combination of brand building & trust by giving the customers some personal insight into Kiya’s life while also generating a sales lift by promoting her best sale of the year.

Performance details:
Average Open Rate —> 48%
Average Click Rate —> 4.2%
Increase in Revenue —> 320% Increase PoP

What would you change about the designs and why? Reply back and let me know.

Looking for more tips & help around email design? Checkout my FREE Email Design 101 board.

2. Why you need to be testing your pop-up 👇

This is a client that we’ve been rapidly testing their pop-up with on Amped - (not sponsored), but they’re legit the best pop-up on the market atm and all of our clients use them.

We've scaled this brand to a staggering 27.12% opt-in rate for email and 20.78% for SMS.

If you're still averaging a 3-5% opt-in rate you're missing millions of revenue a year.

Here’s some top tricks and things you should be testing to continue improving your pop-up.

1. Testing your offer - Create two or three iterations at a time that continuously test new welcome offers against each other. Examples - 10% off, $10 off $100 order, free gift with purchase, free shipping etc… find what resonates well your customers and brand and test into that.

2. Test the creative / copy - So many times simply changing the way a pop-up looks can drastically change the % opt-in. Try new images, less graphics, more text etc… just run tests and see what helps improve that opt-in rate.
 
3. Change and Test the flow - Perfect example of this that we’ve found recently is to test asking a question first “Do you want a discount?” we’ve found that asking this questions saw an average 40% improvement. Once people committed that they wanted this offer they were much more likely to fill it out.

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3. How to effectively grow your email & sms list through paid

• Run Meta Lead Gen Ads to grow your email / sms lists. These ads should promote a very solid ToF offer (explained next) and should be ran alongside your other prospecting efforts.

• Drop these leads into a mid-tier offer welcome flow that pushes urgency and first time conversion. (Example is about 15% worse than your BF/CM offer) something that forces a conversion for them to benefit. Too many brands give something for free and get junk leads as a result.

• Create a segment of people who don’t open a single email (run these through list cleaning) this ensures you have emails that are real and solid.

• Create a segment for those who opened but didn’t purchase and target them heavily over the next 90 days. If they don’t buy within 90 days they’re not going to, clean the list to remove them. Don’t make the mistake of keeping these people on your brands email list as it leads to bloat and higher costs long-term. Remember…. It’s okay to remove people who don’t engage or convert.

• Rinse and repeat

Notes:
• Your ads have to match the offers presented in the welcome flows for these subscribers.
• This won’t work for every brand, it’s especially framed for brands with multiple conversion cycles (cpg etc…) on average your breakeven LTV CaC should be around the 60-90 mark or 2-3 re-order mark. Remember, this is a long term growth play on the email side.
• Test both Conversion and Lead submission event on Meta to find a good CPL & CPA balance.

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Thank you for reading! I appreciate you.

Best Wishes,
Kody