Issue 094: 2 email strats for 2024 (and which to pick) 📩

I don’t know if it will come as a surprise but the whole of DTC News by Workspace6 is compiled lovingly while blasting either 90s country music or 80s power ballads.

We don’t even like it that much, but it’s part of our brand guide that alternating between Alan Jackson and Michael Bolton equates to a superior newsletter. 🤷 

We literally don’t make the rules.

| TWEET OF THE WEEK

Most marketing activities follow the Pareto principle: 80% of your upside will come from 20% of your decisions and tactics. Email is similar. I see a lot of hand-wringing over segmentation strategies, flows and testing. If your brand is doing under $30M a year in sales, that is wasted effort.

I’m going to share a select list of first principles and critical tactics that will actually make you money from email in 2024.

Email Marketing First Principles

Your email file = a microcosm of your customer file.

What does this mean? If your email performance is in the pooper, it’s probably a sign of larger issues with your business as a whole. The exception would be technical issues like deliverability.

If you want to fix your email problems, you probably have to fix your business first. “Optimization” can slow counteract the bleeding…for a little while. But it won’t heal the wound.

From a strategic standpoint, the microcosm concept means that there are certain principles that govern how your subscriber base behaves. Work with these principles and grow:

• Recency is important. Many prospects tune out after 24-48 hours, even if they don’t subscribe. Customers who subscribe tune out after 7-14 days if the content isn’t relevant.

• Your loyalists = your most engaged/reactive audience. They’re probably 20% of your subs and 80% of your attributed revenue. Therefore, their preferences dominate file-wide test results, which can become a red herring.

• Acquisition is essential. Very few of your new subscribers become long time engaged subscribers. If you want the file to grow, you need to keep subscriber acquisition constant or growing.

There Are Only 2 Email Strategies

| YOUTUBE UNIVERSITY

Discovering your PERFECT Content Strategy with JT Barnett

| TOGETHER WITH RETENTICS

Maximize repeat purchases with targeted user segmentation & seamless AI-driven product matches.

Brands like Allbirds (Korea), Rael, Sungboon Editor and Washswat are watching their conversions skyrocket with Retentics. But, what is it?

AI-powered segmentation analyzing your customer’s purchase behavior and delivering dynamic product recommendations in a way that far surpasses the norm.

In a recent case study, Rael saw a 3.8x increase in conversion rate and 4.1x increase in revenue generated compared to their standard broadcast campaigns with little to no personalized product recommendations.

If the additional revenue and happier customers wasn’t enough, what might be the best part is that all it takes is 3 clicks, and you can let Retentics take care of the rest. 👌

If you struggle with how to segment and when… if you know that AI ought to be able to make more strategic product recommendations with better conversion results, then you need to have a chat with the team at Retentics.

Book a call with Zack to discuss how Retentics could boost your brand’s email revenue. In a time when personalized messaging is King 👑… Retentics is a King-maker.

| QUICK SHOTS 🥃 

• @C_Shelefontiuk: Most brands fail at CRO in-house because they lack consistency. Quality of test is important. But that doesn't mean shit if it takes you weeks/months to test something. Consistent cadence/process for CRO & A/B testing is a necessity if you want to maximize your growth potential.

• @SeanEcom: Debt is the only thing that can put you out of business. Owing someone money that you don’t have, for long enough, leads to bankruptcy. But it’s also the best tool for pushing your rate of return. See, everything has a rate of return.

• @ashvinmelwani: Idk how you guys feel but I’m a little worried about TikTok Shop. For one, brands are getting a TON of exposure from TikTok’s algorithm. Which is great. But…

• Codie A. Sanchez: This company is valued at $1.2B. And spends $2M/mo on podcasts. Here's their story…

• @codyplof: Meta is terrible right now. I usually think it's seasonal buying behavior when people complain about the algo, but I do think Meta is messed up right now. Seeing some of the weirdest performance and data in a while.

/| HERE FOR THE MEMES

| AND IN OTHER NEWS…

| GET LINKED

This may be the ugliest ad we've ever made.

And guess what...it's consistently been one of the top performers for this brand since we launched it in November.

Everyone says "make ads that don't look like ads".

But as soon as their creators start speaking, you immediately know it's an ad.

This was completely improvised and unscripted.

And it resulted in a piece of content that people actually want to watch.

Keep your UGC. Content-first creative is the way you sell products in 2024.

| YOU’RE HIRED

Brand

• CMO / Director of Growth & Ecommerce (Super Speciosa)

• Lifecycle and Retention Marketing Director (Tipsy Elves)

• Brand Manager (ResBiotic)

• Senior Media Buyer (Bryan Anthonys)

• Wholesale Account Exec (Bryan Anthonys)

• E-commerce Manager (Glade Optics)

• CX Assistant Manager (Flux Footwear)

SaaS

• Growth Lead (SARAL)

• Senior Media Buyer (Remotely Talents)

Got a job you want us to list? Let us know.

| THE OUTRO

Okay, okay… Yes, we do in fact love Michael Bolton… and if you don’t shed a tear when Meat Loaf is pouring his heart out in Anything For Love, are you even human?

It’s the truth. Ad accounts run better on Meat Loaf. 🎤🤘 

Workspace6

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