Is email still worth investing in? - Steve Goodall

I can give you a short answer, which is yes, but that makes for very boring articles, so… let me explain why it is vital for you to have an effective email campaign.

If you could boost your sales revenue by 38% without spending a single cent on ad spend, would you do it?

We recently completed a study with 5 of our clients who ran e-commerce websites and to our surprise has no email marketing or cart abandonment campaign set up.

Our initial research showed a mind-blowing 79% of carts were never completed, which means they are paying to drive vistos to their website and losing 79% of them at the checkout, thankfully they are using our social media PPC services so apparently they could afford it! 😉

Like any marketing, it is only effective when you know the ‘Why’

Why are they leaving? Sadly our clients didn’t any extensive data, but we found these interesting statistics from Statista – If you are not on their email list, get on it today, it is awesome

No alt text provided for this image

So we felt comfortable to assume that the primary reason visitors abandoned their carts were the shipping cost ( this was backed up when we looked at where visitors left.) We also had 2 of the clients require a full account to be made before a purchase was allowed.

Once we started running the abanded cart campaign the results even surprised us.

51% open rate increased to over 80% over the 21 day period. What the infographic doesn’t show is what the 51% open rate really means. With the proper tracking we start to gain massive insights into visitors behavior, we start to understand how to reach these visitors, why they aren’t finishing their purchased, the volume of data was staggering.

Next, we found the click-thru rate, was high as well, we focused on the 2 main reasons people abandon carts from Statista graph.

  • Shipping cost
  • Having to make an account before checkout

So we focused on dealing with those reasons initially in our email outreach. This is an important lesson any business can learn, Barrier to entry. The lower the barrier, meaning the less information you need the easier it will be for your prospect to engage with you.

This means learning the power of re-targeting, display marketing and so forth. So many times we worry about a thing like a name, email and phone number when if we use re-targeting correctly we can reach them again at minimal cost while branding brand loyalty.

The click-thru is what floored us, Since creating the infographic our results have increased to over 50% click-thru rate for the clients in our test program.

This we account directly to understand the ‘why’, why they didn’t complete their purchase. This click-thru showed us that, they already loved our client’s products, they just needed those extra boxes ticked, like free shipping.

They now arrive back on the site, another key tip here is to ensure you can re-target these return shoppers.

This is our second chance shoppers.

The results for this were amazing. 38% completed their purchase on the first visit back.

This resulted in the overall performance of a 27% increase in sales.

This is the point I want to make.

Every business owner should ask themselves how much it would cost this in lead generation to increase their sales by 27%, now compares the fractions of a cent each visitor’s cost to return to the site and check out.

We all struggle to make email campaigns, that struggle is further amplified due to the worry we have if our campaigns will be effective.

One of the big surprises our clients have, when they see our 21-day email campaign, is how simple it is, we don’t use fancy graphics in the emails and this brings me to my final point.

How to create an effective email campaign.

You need 2 things:

  1. Consistency
  2. Connection


Emailing a prospect or visitors one time isn’t going to cut it. When we install our 21-day system, our very next step is a 365 campaign.

We create campaigns for the entire year, this allows us to drop into the campaign one time events and other reason to email the client. Again always have a reason to contact them.

We found great success in emailing our lists about a new youtube video and asking them for their feedback. When you have your lists segmented correctly, it allows you to ask for their feedback in areas you know they will have an opinion. This is such a strong brand-building technique.

here is the short of it, if you are not in front of your audience on a regular basis, your competition is, and that is a plain and simple fact.


Please for the love of all that is holy, stop with the newsletter. Your content and reason for contacting them have to be relevant. The longer your email the less chance they have of reading it. This also means you have no way of really knowing how much of it they are reading, without loading boatloads of links. Get them off the email and onto content. This reminds me, get a heat map for your site.

Keep it simple. Remember when you email a friend, how much detail do you put in there, the email is usually just a simple comment, and a link or a phone number.

Making the connection in the email is the difference between them opening your next email or unsubscribing.

Normally at this point, the internet guru will talk to you about delivering massive value all the time. NO, stop it!

Your list isn’t dumb, they know you are trying to sell them. That deluge of value starts to lose meaning.

Changing up the content, between, events, videos, social posts, articles, etc, keeps you being able to not just keep dumping info on them but getting them to engage.

Our test was interesting, our clients are adding lost sales at almost no cost, but simply getting the consistency and connect right.

Here are the results, if you would like my help in getting your email campaigns set up and getting out 21 days and our 365 campaigns setup and running in your business reach out to me. My cell is 702-482-7190.