If you want your e-commerce email campaigns to drive serious results, there’s a proven six-layer blueprint you can follow. As an agency that has scaled over 100 brands with email and SMS marketing, we’ve refined this strategy to consistently deliver 30-40% of monthly revenue. Here’s a breakdown of each step you can apply to your campaigns to see similar success.

1. Audience Segmentation

The first step is identifying the right audience for each campaign. Here are four foundational segments to start with:

• Recent Subscribers: Those who signed up within the last 20-30 days. They’re fresh leads who will respond well to welcome-style emails.
• Engaged Subscribers: People who have opened or clicked emails in the last 30 days but haven’t purchased.
• Existing Customers: These are past purchasers—retain them with exclusive offers or product launches.
• Active Visitors Without Purchases: Subscribers who have visited the website in the last 90 days but haven’t bought anything. Re-target them with campaigns that highlight what they’re missing.

These four segments are essential, but don’t stop here; create specific groups based on customer actions, purchases, and behaviors to tailor your campaigns further.

2. Campaign Design Structure

A strong email design will capture attention and drive clicks. Here are four high-performing layouts:

• Single-Focus Campaign: Showcase a single product or collection, with a focused narrative around that item.
• UGC (User-Generated Content): Highlight photos of real customers or influencers using your product. This builds authenticity and social proof.
• Triangle Method: Start with a general value proposition and narrow down to a CTA as the email progresses.
• One-Two Punch: Simple and direct, these emails have one main message or call-to-action, like “Shop Now” or “Enter Giveaway.”

Each design style has a unique function. Mix them up to see what resonates most with your audience.

3. Defining the Offer

An engaging offer increases the likelihood of a click and conversion. Here are three key offer types:

• No Promotion, Just Value: Send content or product highlights with no discount, focusing on brand storytelling.
• Giveaway: Encourage sign-ups or actions with a chance to win something.
• Discount or Sale: Offer a percentage or dollar amount off to drive urgency and boost conversions.

Rotate these offers to keep your campaigns fresh and aligned with your brand’s goals for that month.

4. Crafting Copy and Messaging

Your copy needs to feel personal and urgent. Here are two essential elements:

• Build Urgency: Use language that encourages immediate action, such as “limited time” or “don’t miss out.”
• Personalization: Address customers by their first name and reference previous purchases when possible to make the email feel custom-made.

These tactics help the email feel relevant and engaging, leading to higher conversion rates.

5. Subject and Preview Text

The subject and preview text are what drive customers to open your email. Here are three non-negotiables:

• Curiosity: Tease the content with curiosity-inducing phrases like “Is this for you?” or “Did you miss this?”
• Personalization: Include the recipient’s name or reference their recent browsing.
• Split Testing: Test two versions of the subject and preview text, experimenting with emojis, length, and tone.

Testing these variables will give you insights into what drives the most opens and clicks, refining your approach over time.

6. Sending Strategy

How you send your email is as crucial as the email itself. Here’s how to optimize your sending strategy:

• Avoid Bulk Sending: Instead of blasting your entire list at once, stagger your send times to improve deliverability.
• Use Exclusions: Ensure people don’t receive duplicate emails by excluding those who have already opened or clicked.
• Limit to Two Segments: Avoid over-segmenting in a single campaign to keep data clear and focused.
• Use Klaviyo Smart Send: Klaviyo’s tool can spread emails out over 24 hours, helping you find your brand’s best send times.

A pro tip: Send an SMS notification before the email to let customers know something special is in their inbox. A simple, “Hey [First Name], check your email for something special!” can significantly increase your open rate.

Putting It All Together

To recap, here’s the six-layer blueprint for successful campaigns:

1. Audience Segmentation: Target the right customers.
2. Campaign Design Structure: Choose a layout that aligns with your goal.
3. Offer: Decide if you’ll include a discount, giveaway, or just value.
4. Copy and Messaging: Make it personal and urgent.
5. Subject and Preview Text: Test options to maximize open rates.
6. Sending Strategy: Use smart sending tools and staggered timings.

Following these steps will help your email campaigns reach their full potential, contributing significantly to your revenue. If you need expert help in implementing this strategy, we’re the go-to team for e-commerce brands. Schedule a consultation below and let’s scale your email revenue together. Here’s to building long-term success!

‍