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Learn Shopify Email Marketing In 15 Minutes — Transcript

by Noah Haynes · 2,805 words · 412 segments · language en · Watch on YouTube

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0:00In this video, I'm going to cover the
0:01most important concepts of Shopify email
0:04marketing that I have learned over the
0:05last 6 years having generated over $50
0:08million in revenue for some of the
0:10biggest e-commerce brands in the world.
0:12And if you stick with me to the end,
0:13I've got one bonus that I promise you
0:15will be worth every second that you
0:17spend because I'm going to make sure
0:18that this video is packed with golden
0:20nuggets, no fluff, straight to the
0:22point. So by the end, you walk away
0:24knowing how you can go to the brand that
0:26you work for, that you run, and know
0:28exactly what to tell your team to scale
0:30up retention marketing in a way that is
0:32highly profitable and simple. My name is
0:34Noah. I run Doe Retention, which is a
0:36retention agency for e-commerce Shopify
0:39brands. And over the last 6 years, I've
0:41generated over $50 million in revenue
0:44for some of the fastest growing brands
0:47in the world. And I got to say, there
0:49are a lot of people these days who are
0:51jumping into email marketing, retention
0:53marketing, life cycle marketing. And I
0:55think they've got great intentions, but
0:57a lot of the things that you'll see on
1:00Twitter, on YouTube are tactics. They're
1:02not really strategies or concepts. So in
1:05this video, I just wanted to shoot a
1:08quick yapping-style video as if I were
1:10talking to my younger self. This video
1:13is not for beginners. This is for people
1:15who either run a brand, have a team that
1:17is running their retention marketing, or
1:20they're looking to hire this in-house in
1:21order to scale up retention and life
1:23cycle. I'm going to be walking through
1:2510 pillar concepts that if you focus
1:28just on these 10 things, you will
1:30generate 30 to 50% of all your future
1:34revenue from email, SMS, and list growth
1:36marketing. Number one, obsess over list
1:39growth. List growth is the fuel of your
1:40email marketing, hands down. There are
1:42too many brands out there who are
1:43looking to gamify this. They're trying
1:46to buy lists from aggregators. They're
1:49trying hacky ways of finding additional
1:51emails to potentially spam. And while
1:54that might have worked in 2016-2018,
1:57that does not work in 2026. The only
2:00people you should be emailing are people
2:02who actually know who you are and have
2:04been on your website. And believe it or
2:06not, those little pop-up flyouts that
2:09you see on the home page and product
2:11page of some of the most popular
2:12e-commerce brands, that welcome pop-up
2:15is responsible for over 80% of all net
2:19new list growth. Crazy, I know. What you
2:21probably don't know is in these welcome
2:23pop-ups, the way that the technology is
2:25going with a lot of the new pop-up
2:27providers that are out there, is you can
2:29religiously test your offers, your copy,
2:32your design, your creative, even dynamic
2:35welcome flows that follow up those
2:36pop-ups to give rich, unique experiences
2:39to customers that not only drives email
2:42list growth through the roof, but also
2:44increases the likelihood of a customer
2:46purchasing within the first 7 days of
2:48coming to your brand's website. If
2:50you're not testing your welcome pop-ups
2:52and acquisition offers on a monthly
2:54basis, you need to start today. Two,
2:56offer over everything. So, I actually
2:59got my start in the world of e-commerce
3:01with copywriting. Back when I was in
3:03college, I started reading all of these
3:05books from some of the greats. The
3:07Ogilvys, the Halberts, the Blighs, and I
3:10fell in love with direct response. But
3:11when it comes to email marketing, copy
3:13does not trump all. The biggest driver
3:16of a high-converting email is the offer.
3:19I don't care who you are or what you
3:21sell, but I guarantee you I could create
3:23and launch the highest converting email
3:25campaign in your history by simply
3:28saying two words, everything free. If we
3:31created a campaign where it just said
3:33everything free with a call to action
3:35underneath, and all the products on your
3:37website were free for 10 minutes, that
3:39would be, obviously, the highest
3:41converting campaign ever, because the
3:43offer is ludicrous. It's ridiculous. But
3:45to understand and start getting in the
3:47mindset of what makes a good offer, you
3:50need to jump to what is a 12 out of 10
3:53offer and then walk yourself back to
3:56reality of what makes sense from a
3:59margin profile. What can we legitimately
4:01do? So, when you're thinking about your
4:03email campaigns, always start with the
4:05offer and then backfill your way into
4:08the content, the copy, and the creative.
4:10Because if you do it like that, your
4:12campaigns are going to have a stronger
4:13foundation and you'll start seeing some
4:15of your highest performing campaigns to
4:17date. Three, mutually exclusive
4:19segmentation. Whenever you see those
4:21brands or agencies with millions of
4:23segments, all these crazy flows with,
4:26you know, trees that have branches on
4:28branches on branches, you really don't
4:30need that. It's more for show than
4:32anything. But one thing you've got to be
4:33sure is when you create your
4:35segmentation, you need to have buckets
4:38of customers that do not cross with each
4:40other. Because if they do, you really
4:42can't read the data. You can't get any
4:44real insights from it. For example, most
4:47email marketers tend to do segmentation
4:49in this way. They'll create some kind of
4:51criteria of what an engage user is based
4:54on opens, clicks, browsing the website,
4:57you name it. Then, they'll create
4:59buckets of customers based on the time
5:01frame that they did those actions. So,
5:03let's say 30-day engaged, 90-day
5:05engaged, and 180-day engaged. The
5:08thought process behind those segments is
5:09perfect. It's actually what we do at
5:11retention. But where we deviate is
5:14making sure that each of those buckets
5:17do not cross with each other. Most
5:19marketers will set it to where the
5:2130-day engaged bucket is someone who has
5:23engaged from the first day to the 30th
5:26day. So, rather than having these unique
5:28buckets of customers, somebody who has
5:32engaged in the last 180 days also lives
5:35in the segment of the 90-day bucket and
5:37the 30-day bucket. Which when it comes
5:40to execution, that's okay. All the email
5:42service providers like Clavio and
5:44Omnisend and SendLane, they deduplicate
5:47so it's not like you're sending multiple
5:49campaigns through like three times to
5:50customers, right? But from a tracking
5:53perspective, checking out the
5:54engagement, the revenue per recipient
5:57levels, the fluctuations of people
5:59jumping from one bucket to another
6:01bucket month over month, those are the
6:03insights you can't get when your
6:05segmentation is not mutually exclusive.
6:08So, when you create your segments,
6:10however you decide to do it for your
6:11brand, just make sure your segments
6:13don't overlap. Number four, send more
6:16emails. Sending more emails is one of
6:18the easiest, lowest hanging fruit things
6:20you can do today to meaningfully
6:23increase the revenue you're getting from
6:24email marketing every single month.
6:26Sending more emails is the instant
6:29meaningful way that you could start
6:30driving incrementally valuable revenue
6:33from your email marketing program. The
6:35biggest pushback that I get is they're
6:37worried about spamming their customers.
6:39Nobody wants to be that annoying brand
6:40that is just spamming someone infinitely
6:43into the Earth until the day that they
6:45feel like they have to DM the Better
6:46Business Bureau. But everybody grossly
6:49overestimates just how much you need to
6:51email or text somebody before they truly
6:54get annoyed and want to flag you for
6:56spam. Right now, I'm working with a
6:58brand where we're sending over 50 emails
7:00a month. And you might be thinking, how
7:01can you send that many and not get
7:04people just knocking at your door trying
7:06to like burn you down for how much
7:07you're spamming. But the only thing you
7:09need to do is three things. One, segment
7:13properly. Make sure you're watching how
7:15engagement is fluctuating week over
7:17week, adding in exclusions for recent
7:19purchasers, so you're not spamming them.
7:21Second, look at your unsubscribe rates.
7:23The easiest way to know is checking your
7:25soft stats. One of those being
7:27unsubscribes. But in a lot of reporting
7:29platforms, you can actually look at what
7:30the unsubscribe rate is per segment. And
7:32the third is spam rate. This is where a
7:34prospect actively deems your email spam.
7:37They click the three toggle buttons in
7:39Yahoo or Gmail and flag you for spam.
7:41When you see spam go up, that is
7:43actually more risky than your
7:45unsubscribe rate going up. Reason being,
7:47if you get enough spams from customers,
7:50the Outlooks, Yahoos, and Gmails of the
7:52world will punish you at an IP
7:54reputation level and an inbox reputation
7:57level. But again, I don't say this to
7:58scare you. I just say this because now
8:01that you know this, you have a
8:03directional indicator through your
8:05unsubscribe rate and your spam rate to
8:07make sure that when you're sending
8:09higher volumes of email, you simply know
8:12where to look, what to measure, and feel
8:14confident sending more emails without
8:16worrying. Five, upsell first, cross-sell
8:19second. At my agency, we actually
8:21specialize working with what we call
8:23category-rich brands. So, think home
8:25goods, travel, and after running
8:27thousands of tests and looking at dozens
8:30and dozens of product journeys and
8:32cohort charts, I can tell you that it is
8:34far more lucrative to upsell rather than
8:38cross-sell. If you're a knife company
8:40and you sell knives and aprons and pans,
8:43if someone buys a knife, give them more
8:46knives. Then, if they don't convert, try
8:48to get them on aprons. Try to get them
8:50on pans. On average, customers are 70%
8:53more likely to buy more of the thing
8:55they already bought than they are
8:57crossing the chasm into a new unique
9:00product line. Give customers more of
9:02what they want. Always remember, give
9:04them more before you give them
9:05different. Six, study your product
9:08journeys and cohorts. Now, this is a bit
9:10more advanced, but in the day and age we
9:12live in with Claude code and Codex and
9:14Replit, you can easily vibe code
9:16yourself your own tool to chart out the
9:19product journeys of your brand. Product
9:21journeys typically look something like
9:23this. You see where a lot of your
9:25customers are starting with hero product
9:27A and then tracking what their second
9:30order is. Do they buy more of product A?
9:33Do some go into product B? Or which ones
9:36are going into product C. This helps you
9:38craft the post-purchase experience of
9:40your brand in email and SMS to try and
9:43maximize the LTV of every single
9:45customer that comes to your site. Cohort
9:48tables show you how much money you're
9:50making from your customers every single
9:53month as more people come, they return,
9:56and they buy more. For example, let's
9:59say you have a huge promotion in January
10:01where you offered 30% off your most
10:05popular products. And let's just say you
10:07had a thousand people in January order.
10:09You want to track those 1,000 customers
10:12to say, "Okay, which ones came back? How
10:14much did they spend? What is the time
10:17frame between those orders?" And
10:19ultimately, at what month did we break
10:22even or even better, profit? Cohort
10:24tables are your number one tool to find
10:27out what your customers are actually
10:28worth and how to get more value out of
10:30them over time, hands down. Seven,
10:33demographic is greater than engagement
10:35tactics. I've looked under the hood of
10:37hundreds of e-commerce brands and I can
10:39tell you some of these brands are just
10:41flat out lucky because their customers
10:44just happen to be way more engaged in
10:46their emails than another brand that
10:48actually might even have a better email
10:50marketing program. For example, in the
10:52past, I used to work with a giveaway
10:54brand and their entire business model
10:56revolves around giving away a $250,000
11:00rig, a truck, a tractor, and a trailer
11:03every six to eight weeks. And all
11:06customers had to do was simply buy their
11:08merchandise. That brand had an amazing
11:11demographic of customers for two
11:13reasons. One, the products that they
11:15were giving away attracted blue-collar
11:17workers. That created this cascading
11:19effect where any email that we sent out
11:21to them not only got high engagement and
11:24high conversion, we never had to worry
11:27about unsubscribes or spams going
11:29through the roof. Second was the nature
11:30of their business model. Because all of
11:32their customers were just waiting for
11:34the next giveaway and trying to figure
11:36out ways that they could increase their
11:38entries, we were able to gamify all of
11:40their emails and send a ridiculous
11:43volume of them because customers
11:45literally wanted to see the emails. More
11:48emails meant more chances for entries.
11:50So, when I say that a brand lux into a
11:52good demographic, I'm simply saying, if
11:55you're a brand owner or you're on the
11:56marketing team of a brand, don't take it
11:58to heart. Number nine, gamify the inbox.
12:01With everything that's happening in the
12:03world of email marketing, with Gmail
12:05rolling out so many new AI features and
12:08iOS updates coming left and right making
12:10it more and more impossible for
12:12marketers to track what people are doing
12:14with their emails, you've got to gamify
12:16the inbox. Whether it's in your flows or
12:18your campaigns, you need to start
12:19sending emails that aren't necessarily
12:22geared for engagement or conversion,
12:24more so just trying to get people to do
12:27and take specific actions to show email
12:30providers you're not only a reputable
12:31sender, but people actually enjoy
12:33opening and reading and engaging in your
12:35emails. One way you can do this today is
12:38incorporating a founder plain text email
12:40in your welcome flow and asking
12:42customers to respond to it by clicking
12:44reply. You've got to remember, you're
12:46catering to Gmail, to Outlook, to Yahoo.
12:49If they see more customers opening,
12:52clicking, replying to, adding you to
12:55their favorites, staying on your emails
12:57longer, these are a handful of millions
12:59of signals that these email providers
13:02look at to see is this person reputable
13:04and are they sending good things? I
13:06guarantee you, over the long tail, you
13:08will see better engagement and better
13:10soft stats. You will be better off than
13:13any other brand who is simply trying to
13:15send emails just to get quick sales.
13:17Number 10, heavy on prospects, light on
13:19customers. The golden window of
13:21converting a new email subscriber is
13:23within the first 30 days of them jumping
13:26on your email list. In that period of
13:28time, you want to have as many
13:30pre-purchase automations and evergreen
13:33campaigns sending to them in that 30
13:36days. Customers, on the other hand, are
13:38a bit different. These are people who
13:39are bought in. They've literally put
13:41down their credit card and giving you
13:42money for better for worse. So, you need
13:45to take it easier on them. What I'm
13:46trying to get across is you need to
13:48hammer prospects who have not purchased
13:51from you and treat your customers like
13:53royalty. If they've just recently bought
13:55from you, they probably don't need to
13:57hear from you for the next little bit.
13:59And if you're a brand that is on
14:01subscription, that is even more
14:03important to exclude active subscribers
14:05because the more you send notifications
14:08and updates to people who are already
14:10buying your stuff, you're just giving
14:12them more of a reason to stop. Go heavy
14:14on prospects, go light on customers.
14:17Those are the 10 retention marketing
14:18tips that I wish I could tell my younger
14:20self. If you're a brand owner, marketer,
14:22or any email marketer who is working
14:24with a brand right now, go ahead,
14:26implement at least three to four of
14:28these tips, and I guarantee you you'll
14:30be much better off than you were before
14:32you watch this video. Future me here. I
14:34totally forgot to shoot the bonus that I
14:36promised you at the beginning of this
14:37video, so I'm giving it to you now. If
14:39you're a brand that's doing over 500,000
14:41a month in top-line Shopify sales, I
14:43will personally do a full retention
14:45audit for you for free. I'll take 3 days
14:48and jump into Klaviyo, Shopify,
14:50Postscript, Attentive, every single
14:52platform that you use to run your
14:54retention marketing. I'll do a deep dive
14:56of your retention marketing to pinpoint
14:57all the golden nuggets and low-hanging
14:59fruit that you could take advantage of
15:01that you're not doing now. And I'll do
15:02it for free. All you got to do is go to
15:04the retention.com or click the link in
15:06the description, book a time, and then
15:08we'll chat. Appreciate the time. See you
15:10in the next one.

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