Email Campaign Mastery

Welcome to the Retention Letters! It’s Don from Hamilton. 

Before you read, be sure to subscribe to our YouTube. It’s completely free, and chances are there’ll be a bunch of extra sauce we drop in our videos you’ll want first access to.

In this third edition of our newsletter, we’ll be covering:

• What evergreen emails to send to each segment

• The exact sending cadence to send to each segment

• How to structure the content of your emails

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Campaign Tip:

Set up these segments, and exclude them from your campaigns to improve deliverability:

• Change the parameters here depending on your brand.

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DEEP DIVE

You now know how to grow your list, without ruining your margins.

And you also know how to segment your existing customers to send them the right message, at the right time, depending on where they’re at in their customer journey.

As a refresher, here are the segments:

1. Engaged

2. Prospects (new customers)

3. New Customers (1st purchase last 30 days)

4. Active Customers (placed order within 365 days, opened email 2x last 90 days)

1. Lapsed Customers (placed order 1x all time, placed order 0 times last 365 days, clicked email 1x last 30 days)

But what types of content do you actually send them? And how often?

Here are 3 evergreen campaign ideas you can send to each segment. There’s going to be a bunch more that are industry specific to your brand, but the ones listed below will work for every industry.

1. Engaged - Mail at least 1x a week

• Set up a value-adding, regular newsletter

  • Train your list with a themed newsletter for your brand. Some examples we’ve set up for clients:

    • “Fact Check #1/2/3 💅” - newsletter debunking skincare myths for a women’s brand

    • “NO BS: Do you really need X?” - newsletter giving pros and cons of automotive accessories for a 4x4 brand

• Industry hot takes

  • These exist in every. Single. Industry. This is you taking a stance. It’s what your brand believes - bonus points of it’s actually a hot take!

• Debunking alternatives your customers try

  • Show off how well you know your customer. If you’re Pepsi, you know your customers have had Coke. Don’t be afraid to directly compare yourself to your competitors/alternatives in emails.

2. Prospective customers - Mail at least 2x a month

• Review Blasts

  • Anything driving social proof

• Risk Reversal + Shipping Policy

  • These 2 points are buyer-talk. If you have any form of money back guarantee or risk reversal for your brand, remind your customers it exists. These are often crucial pieces of info your customer need to move forward with the buy.

• FAQs answered

  • Answer your common FAQs with reviews that directly address those FAQs.

3. New Customers (1st purchase last 30 days) - Mail 1x a month

• What to expect from your purchase

  • We want to reduce post-purchase regret as much as possible. Set the expectations from the get go.

• Welcome to the brand

  • Make them feel welcome and part of the community you’re building. 

• How to get the most out of your product

  • People love it when they feel like they got a good deal - send a follow up email teaching them how to maximise their product, any hacks around it other people may have found, or even simple product guides.

• Active Customers (placed order within 365 days, opened email 2x last 90 days) - Mail 2-4x a month.

• Product guides

  • Let them know the best ways your community has figured out how to fix their problem.

• What happens if they let X problem continue

  • Just because they’ve purchased from us, it doesn’t mean their problem is solved for good. Keep them engaged by sending reminders about what happens if their problems come back.

• Community highlights and success stories

  • Create case studies on success stories that have come from your product and community.

5. Lapsed Customers (placed order 1x all time, placed order 0 times last 365 days, clicked email 1x last 30 days) - Mail 1x every 1-2months

• Attempt to reengage with anything new: 

  • New products, new influencer partnerships, new content, new announcements, product features, etc.

• Send winback offers.

  • If they’re on your list, 

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Actionable Tips:

• Set up a sending calendar for your mailing list, detailing the content and segments you’ll use. Here’s an example sending cadence you can use:

Week 1:

• 1x 120D engaged

• 1x Active Buyers

Week 2:

• 1x 60D engaged

• 1x Potential Purchasers

Week 3:

• 1x 120D engaged

• 1x New Customers

• 1x Active Buyers

Week 4:

• 1x 120D engaged

• 1x Potential Purchasers

• 1x Lapsed Customers

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How we can help:

• Here is our free YT channel. We release weekly videos revealing the exact strategies we use to drive 6+ figures in revenue every month for our clients.

• We hope these tips have been valuable to you. Every Friday, you’ll receive the latest battle-tested retention strategies directly to your inbox.

If you think we can help you, book a call with us here. We’ll give you a free Klaviyo audit detailing all the improvements you can make to your account.