How to Sell More Digital Products with email - Teacher: Damon Didier

Hello, useful content creators. We don't have any trailer intro this week. I'm teaching a class and we have a big project out in the field, but what we do have is an excellent conversation with Damon Didier, and he's going to teach us how to sell more digital products with email.

He takes us through his email marketing process and his main tool, Klaviyo, and he tells us the exact process he uses to sell digital products, including how to make the least annoying. popups. It's real practical. It's real nitty gritty. And I know it will be helpful to anyone who wants to start to gather emails and use email marketing to sell any digital product.

Let's make useful content. 

Hello and welcome to the useful content. Podcast. And today we have a new teacher in the useful content classroom. Damon Didier. Hi, Damon.

Hey, Jim, how are you doing today?

Doing well, doing well out here in Trinidad and Tobago. I'm sure I'm not as cool as you out in the U S

No way. I'd much rather be there right now. It's, uh, I'm in Dallas, Texas, gloomy, cold weather. I'd love to be on the beach right now. Pina Colada out there.

though. We all, I mean, as much as I am near to beaches, I don't get there often because always doing some type of work. Um, and I know that your particular work is in e commerce and email, but could you please share with the people what you do and how you help your clients make useful content?

Sure. Uh, thanks a lot today for having me here today. So my agency, uh, when it e commerce, we help, uh, e commerce brands, when it e commerce and the way we do it is through, uh, retention marketing, primarily through email, SMS rewards and, uh, loyalty and reviews and what, what we know and what we do applies in the email world. To all kinds of businesses far beyond e commerce. So my goal today is to give out some of the secret sauce of what we do, uh, to help our clients. And a lot of it just starts at the basics, which, um, to kind of give away my first secret is if you're not doing email marketing yet, get started now, uh, you know, the, The stories of the death of email are largely exaggerated.

And today we help companies do, uh, well over a hundred thousand dollars a month in email marketing, uh, alone, just sales right there. And there's a lot of things from. How do you get a permission based, uh, permission to actually email people to the right type of messaging and how to properly present that all the way through integrating your reviews, loyalty programs, SMS, uh, into a strategy, uh, that helps, uh, our customers win

Right. So I know email marketing has been a thing for a long time. An email has email itself has been a thing for a long time. You know, Why would someone want to email market in the first place? Because it seems that they could just do the regular thing, use referrals and send out emails when necessary.

Why is this a thing at all?

perfect, you know, on the most basic level, um, email marketing, it still works. So if you're not doing it, it's an easy way to just get into people's inboxes and get them to move. Uh, On a more, uh, higher level right now, everybody out there, I'm sure has seen, you know, if you do any kind of advertising online, the cost per acquisition has been rising. So when it comes to Google ads, meta ads, tick tock, whatever the price is going up and there doesn't seem to be any into this. So who better to market to than your existing clients? So we have a saying that is, uh, that retention is the new acquisition, which means how do we, how do we increase the RFM, the recency, frequency and monetary value of the people that we're already talking to.

And so on a, on a fundamental level, what this means is we probably heard the term out there of third party cookies and Google's all against it. And this year they're going to be, They're already starting to like stop and ban 30 party cookies. Well, email is a first party data source or even a zero party.

Some people call it, which means. You've given me permission to email to you or market to you. And with that unique identifier of the email, not only can I send you emails, but now I can identify you when you come back to my site. Next time I can, uh, take that email and put it into Google or meta. And remarket to you and have you come back and we can uniquely identify that person's journey from start to finish, uh, because of that information.

So, uh, the most fundamental level is the basic one, just a chance for you to get in front of people's faces to help drive a conversion, a lead or a sale. But even at a deeper, deeper level, it is a permission for us to start keeping an eye on them and seeing their journey so we can make better journeys for them and understand exactly what they're doing.

So you're saying that email allows you to build this kind of. long term relationship with potential clients. And I guess even after you make a sale, then you still can continue to talk with them in order to ensure that the customer lifetime value is maximized. That's what you're saying.

Gmail. You said it way better than I did. Absolutely. That that's exactly it. At the end of the day, uh, you can use the email of course, to get that first sale, but what happens after that? And it's the retaining and getting them to come back again is the. Is the secret sauce. So, you know, maybe you've got some good customers that buy from you a couple of times a year. How do you get them to buy three, four times a year and ultimately through email, you know, in our world, we do a welcome series, right? So when you first sign up, you get a couple of emails, usually starts with an offer, a special offer with a time constraint on it. Uh, you give them a couple of days, usually two day time constraint to get that done. Um, then we have an abandoned browse or abandoned cart email that If you're in the process of the funnel, but haven't gotten down there to the conversion yet, well, we're going to email you again and nurture you along to conclusion. Then after the sale, we thank you. And then we were setting up the next sale.

So we're talking about tracking information and then we're saying, Hey. Maybe we'll cross sell to you and you bought product day, but product B goes really great with product day. Why don't you come back and check out product B? And then, um, we have a thing called a win back flow. So we know usually when your next purchase is supposed to happen. So we'll send an email right before that purchase is supposed to happen to entice that purchase and get you to come on back again. And then we do other things like, uh, like a sunset flow. So if it's been like Eight months since somebody has engaged with an email or been to your website. We can identify them, give them an offer to come back to our site, or if they don't respond in a few days, just take them off the list, clean that list up a little bit and help increase our deliverability.

So there's a whole, uh, you know, a slew of, of different emails and strategy we have an entire life cycle of a client.

Okay. That's great and it's a great lead into what we're going to focus on today, which is talking about. Uh, how businesses can use these email strategies to, to, to win more and to get more clients to win more. And what is the future of email moving forward? Cause email has changed. I know you, uh, started like change to digital marketing probably all the way back in 2009 and, um, and you would have built out the business from there.

Uh, could you tell me what has been the main thing that caused you to focus on email in particular?

Uh, e excellent question. Uh, Jimma. Yeah, actually I started in 2008, so I need to update my resume. I'm actually at 16 years this year. So back in 2008, things were different. So, uh, the, on the biggest game in this, uh, show in the, in the game was MailChimp. MailChimp was amazing. It was, uh, what Ben Chestnut started it.

And he famously said, I don't invest in salespeople, I invest in engineers. And so they had the most forward, uh, looking emails. From the start. I loved it because we could do a lot of really great things as a one man show and multiply our efforts. Right? So for a lot of your listeners out there that are slow solopreneurs and I have small teams, email gives the impression of many people, but just really just creating something one time. So back in the, when I started with MailChimp, I was the director of marketing for a publicly traded company here. And, you know, like all companies, we had a very small marketing budget. So I had to do a lot with very little fast forward to about eight years ago. Um, I, I was the, uh, VP of e comm for a company out here in Dallas.

It was brought me out here and part of our bag of tricks to grow the company. We actually 10 X it in two years from 500, 000 to 5 million. Was at the time Klaviyo. So I've been using Klaviyo now for about seven and a half years. And, uh, if you haven't heard of it out there, um, I don't blame you. It's kind of a secret, um, a secret weapon here in the e commerce space, but it really can be used for any kind of, uh, a vertical and what I love about, uh, but Klaviyo and e commerce email marketing is you're kind of like, every time you send an email out your, your butts on the line, you can see in black and white, did I hit my metric where the opens there.

Was the click rate there. And did it create a sale? Because at the end of the day, I might have a beautiful email that had hours and hours of strategy, and we pontificated over it, all that. But if there's a big goose egg for the sales. None of that matters. So, uh, to me, we're a performance based agency. Um, and, uh, it's, it's a great way to like, you know, go out there and actually give marketing a good name because we have to make them perform.

So I guess the big question is how can you ensure that you don't get that zero or the zero responses, zero sales, and that big, big goose egg when you send out the emails, so let's talk about how a business can start to strategize and set up their email to win at e commerce, where does one start?

Somebody comes to you, they say, Hey, Listen, I want to start using email. I love referrals as we're going well, but I think we want to expand into trying to keeping and retaining these customers to increase our sales. What is the first thing that you tell someone they must do?

Perfect. Absolutely. The first step is just to start. And how do you start? So don't hide the fact that you're collecting emails. You need to absolutely 100 percent be front and center on the webpage and you should make a pop up. Now, I talked to many business owners who say, I don't like pop ups, they're annoying or whatever.

I get it. As a business owner, you might be annoyed by it on your own site. However, I am telling you for sure, and I've got the numbers to prove it. Clients and new customers that come to your site are willing to trade. Some personal information like their email in return for something of value. So that could be a discount, uh, with a limited time offer.

Like I mentioned a moment ago, that could be a free PDF. That's proprietary and unique information. It could be any number of things, but it has to be a value because you are asking me somebody to trade private information in return for something else. So the first step is get started at the pop up and it needs to be a pop up. Right in the middle of the screen, front and center. You also want to add an embedded one somewhere on your site too. So if someone skips over the original, um, pop up, they have a place to go, but that is number one. Number two is, is then to create a welcome series. Those are the best performers. Uh, we usually do a minimum of three emails in the welcome series.

I do not recommend doing a 20 email welcome series. I've seen that before. Not worth it. Just do a three email welcome series. And here's the, here's the recipe that we do for all of our clients. Number one is you fulfill the promise of the pop up. If it's a free PDF download, provide the free PDF. If it's a discount, give the discount code. Do not, do not put that information in the pop up. Make them go to the email to get it because that helps deliverability. They're having to go to their email, Click on your email and open your email, which tells Gmail, Yahoo, whoever that you're a trusted source of email sense. The second one email is usually like an about us giving your story of your brand, giving a story of you. And then the third one is generally UGC, some sort of reviews. You've gotten a podcast. You've been on something like that, that helps gain trust with a client to show them that you're a legitimate business. Just doing step one, the pop up, Step two, those three emails, you'll be well ahead of it. And even if you don't have a whole strategy behind it, just collecting all of that information will, will provide you the opportunity down the road in the future to do a more built out marketing process with email.

this, that's, this is interesting. I didn't know there was a formula for this by the way. So I'm happy to kind of hear that there is a way you're supposed to do it. I recently started my email and we did a welcome sequence. But it wasn't that.

That's okay.

It wasn't that. But, but, but let me ask, let me ask though.

I've heard people talk about like for welcome sequences as well to do like, uh, a mini course or like some kind of, uh, training via email. Is that something that's viable as well, depending on the industry? Can, could that work as well?

So here's the thing, anything can work. So, you know, what we take as our posture is we've got, what we found is our best practices, But we always test it against our client. So rarely do we have a new client that doesn't have anything. They already have their welcome series that they love. So we AB tests and a 50 50 split against them, our method to show them that we can beat them.

And if they've got any great ideas, we bring them over. As far as doing like a training series, the ultimate goal is you've got to gain trust. You're not an Amazon. You're not a walmart. com. The, the biggest concern a client has. Is can I trust this person? So whatever it takes for you to gain that trust is what you've got to do in those email series.

And, um, a couple of quick, like, uh, nuggets of information. What we have found is within the first six days of signup, you can send that person about any number of emails you want without a meaningful drop off in unsubscribes. So a lot of times people might send one email right now, then another one in three days, and then the next one in four. Send them that series in quick succession. Send the first one immediately. Send the second one in 24 hours or less. Send the third one in 24 hours after that, because ultimately that person put yourself in their shoes. They've hit your site. They're excited about something. They've gone on there and given you their information.

They're super excited. Now they're hoping to get something of meaning. They get that first email and either it's a hit or it's a miss. So then, okay, maybe let's say it's a miss. They didn't get what they wanted from that email. So they go back to your site, they're looking around, but they don't make a decision yet. What are you doing to get them back on there? Their, their intent is going to start going down like this over time. And then they're just like a goldfish. They're going to be onto something else. They're going to be, you know, looking for the next big thing. It's important that your messaging is there and that you're trying multiple things out to find that button to hit that button to get them to take the next step with you.

All right. Okay. So you're, you're describing to me that I guess, uh, what would cause that? Is it novelty? Is it like something being new that would cause people to say, well, I can really stomach these and let me know your stomach. Let me say, I'm excited about, uh, these emails. Cause maybe you've given them some piece of helpful content.

Maybe it was a download. Maybe like you mentioned, it was a discount and you said earlier to don't Ever put the discount of what you're giving to them in the pop up. You want them to go to the email to collect it. Is there any, uh, way or any way you have to structure that email presented in order for it to be most effective?

Yes, totally. So if you kind of answer like what you're saying, the first part of that is just imagine the last thing that you bought online and maybe it was out of necessity or maybe it was out of want. And a lot of my clients work on once not needs. So a want decays really quickly. So it's important that. You know, if the person does not make that decision in the heat of the moment on your website, that you are, you're finding the right messaging to nurture them along towards it. So that's that first part. Now, how does the DNA of an email look really simple? You need to trust your customers and you need to give them what they want with the least amount of cognitive load possible. So what does that mean? Above the fold, just like we talk about on website design, CRO for websites or conversion rate optimization. You want to put the offer above the fold of your mobile device or on your desktop. It has to work on both. It needs to be dark mode ready so that if it does come at night and your phone's in dark mode, it still looks good.

So you make sure you have a background and not a transparent background. You want to make sure above the fold, it is an image. That aligns with your brand, a very big, bold and punchy headline with probably six words or less. And then a call to action button right there to get what they want. It is, and people overthink this. People think they need to have a whole paragraph to talk them into it. They do not. You go to a website, abc. com. They say, Hey, 10 percent off, click my email, click here. You go to your email. Fantastic. You open up your mobile device. There's abc. com email. You look at it. And in the area of the screen, it says, here is your welcome.

You're welcome. 10 percent off code. Use code. Welcome 10 shop now. And then you can even say, yeah, I would say shop now or shop bestsellers, because maybe sometimes people don't know exactly what to look for. And they might get, um, uh, analysis paralysis by analysis. Shop bestsellers, boom, right to your bestsellers page.

They have the code. If you can embed the code in the URL even better. So it's already applied to their first purchase. And then there they go. You're trying to get it super fast to get to the, uh, to the first, uh, the first purchase and get them moving along. So, uh, on all emails, our DNA at our company, and I recommend this for everybody is you give them what the subject line promises above the

fold immediately.

If they want to go below beneath that and scroll up. Fantastic. Write your little paragraph. Then we always do secondary and tertiary messages. If they're really engaged with the brand, they can go all the way down and go deep, but make sure you deliver the promise above the fold of the top.

Is there any difference in engagements from text based versus image 

based? Oh yeah, totally. So, uh, first things first on, on image based, you got to have some text in the email. So there's a, a real thing called text and image, uh, HTML ratio. So you want to make sure that there is text Some text, even in a graphically heavy email. So here's the deal on text overall, using text based emails is a genius idea, but do not overdo it. So the idea is, is if you're sending out, let's say six emails a month, I would probably send out a text based email once a month or once every other month. It's a great way to hyper, hyper personalize an email from the founder to say, Hey, Um, you know, Damon, I, I saw you on the site. I noticed you didn't purchase lately.

Here's a special code just for you. Thanks a lot. Sincerely, Damon, uh, when it e commerce something like that is great and they do perform overall better than an image based email. However, if they're your go to and you do them all the time. Forget it. And I'm getting a lot of these emails that are super huge on text based. I don't think those work. Um, they might work if you're giving out proprietary information and you've got deeply engaged readers. But for most of us out there, we don't have time for that. Respect your people's time. Get to the point, get it up, get it done, move on.

Right. And so what kind of images are the best type of images to start off your email with? Is there a certain thing that works better than another thing?

So I always recommend testing, but, uh, we recently tested for a coffee brand we work with where we had the main image was, uh, two women drinking coffee, looking at each other and like a cafe, and then another image of one of those women looking right at the camera, which one do you think did better?

Um, because of my video experience, I would assume that as the one looking at the 

Exactly. It did. Yep. Now, was it like. Night and day, like a hundred percent difference. No, but a two to 3 percent higher click rate because the woman's looking at the camera, that's meaningful and adds up to real dollars,

And so it's probably because of the, the, I guess the human component of that is like you're having a conversation or really talking with someone, even though it's just an email. You think that might be the reason?

a hundred percent. People are always looking for connection. And, uh, in this particular situation, it worked, we tested it. It worked this time. It may not work next time. And if we use that type of strategy too often, it'll probably end up, you know, kind of petering out again. So, you know, this kind of comes back to what I'm hearing a lot about AI. Which is a lot of people can't afford photography. So, you know, they're looking towards AI to say, Hey. I have my coffee. I don't want to hire a model and a photographer. Then how can I use AI to create an image with my product in there? And, you know, mid there's mid journey and some other ones out there.

They're not quite there yet, but I do believe we're very close to being at the cusp of having AI. Being able to generate some of those images based upon a text prompt with your physical product in there.

Yeah, I think that's a big thing. I think like right, right now, just, just recently I was talking to one of my friends and he is a graphic designer and he has begun to integrate AI images into his designs for clients. So me being someone, my, my. Company does photography. That's one of the services we do.

And I could clearly see when something is AI now, but it's getting better. So for example, Sora was launched recently, and I know you've heard about Sora and what it's been doing. And even though it's not really in the public as yet, I could see that becoming something that people use more and more often as it stands right now.

Is there any preference between actually getting real human beings Or getting AI generated, uh, images, or there's no real data on which thing people prefer that hits their inbox.

So I think it's a fallacy to believe that AI can do this stuff for you today. Um, you know, if you've used chat GPT, I'm sure most people out there listening have, uh, you know, it's good, but that. You instantly hit a wall eventually, where you're like, oh, yeah, it's kind of like when you first had Siri or Google assistant, you're all excited about it.

And then you're like, oh, you're asking Siri, like, what time is it? And then Siri, you know, um, set a reminder, but all of a sudden you say, Hey, Siri, you know, who was the president last year? And Siri blows up and you're like, Wait, like there's definite walls. AI is there too. So your friend doing graphic design, I believe that's where AI is going to be for the foreseeable future, which is a professional uses AI as a tool. To become an even better designer and a photographer can then take beautiful photography and then use AI to now enhance the image, the background in ways that were unimaginable before. But I, I don't see the day in like the next year or two where it will be convincing enough that, uh, we're there. And I, and I will say this to take a step back for, in thinking about the listeners, I do think they're great tools. If you're a solopreneur, I think you should totally be checking these things out right now, especially on the copywriting side, because. If you run out of ideas, if you just need that little push, it's a great way to get started, but it is an awful way. If you think you're going to do it all by itself, you have to curate it. You have to read it, read it. You have to make sure there's no hallucinations before you put it out there to people.

That's a good little section there about AI. I think I want to move on to something else. And this might be an interesting one for you to talk about. Let's talk about the anatomy. Of the least annoying pop up possible. Sure. Um, you know, and what that might look like, because you mentioned earlier that people are often annoyed, they go to a site and then this pop up just fills up the screen and they, you know, they have to find the X and somebody makes the X in the corner obscure and they like, where is this thing?

And it is just a, it's something which is a mess. So we know that it converts, but what can you do with the pop up to make it convert even better? Let's get the anatomy of that in your 

Absolutely. So, uh, let's start with KPIs. So, uh, every industry is different, but we generally shoot for a minimum of 3%. So 3 percent of people who hit the site. Sign up for the pop up form. So that's like a minimum expectation. Uh, That is per what per month.

uh, you know, yeah, whatever timeframe per day, per month, per week, per year.

So we look for a 3 percent conversion rate on it. So, um, all right, here's all the bag of tricks. One is, uh, if you're, if you're web, if your mail program can do this and Klaviyo can, you want to make a mobile version and a desktop version. So depending on the device, You have a different pop up, uh, you want to pop up in the center.

You want to make it. So if you click around it and not in that little box, it automatically closes it out and doesn't appear again for 90 days or more. Uh, you want to make sure that the X in the corner is up there. Do not put in there. No, thank you. Just don't do that. People are smart enough to know if they click off of it or click the X it's going to go away. Don't put the no thank you. It automatically tanks your numbers. So don't do that.

Um, 

What is that? What is it? What does it know? What does it know? Thank you. I think I know what it means, but explain what that 

so so a lot of it's big in e comm. So you're like, Oh, save 20 percent on your next purchase. Or your first purchase. And then, um, it says like, you know, the little offer, then it's got the email box and beneath it, it says, no, thank you. I don't want to save money. So first off you're treating your customers like they're idiots.

Like everyone wants to save money. I hate that. Um, and, and also, again, people know they can click the X, they can click off of it. Just remove that altogether. All right. So, uh, that's a couple of things there. Uh, the next one is I'm gonna give you, I'm gonna give you my super secret. So stuff people pay hundreds of dollars for.

So here we go. Uh, for desktop, you want to add an image. Um, you want to add an image, uh, likely on the right side. And on the left side, you have your copy and then only ask for email. Don't ask for first name or anything else. I know you want to know their waist size, their gender, their birthday, their name, and their email.

But everything you ask decreases the conversion rate. Just ask for the email. You can get all that information later on some other way. So just do that. Um, here's my, my big, my biggie do not. It doesn't work if you don't have a discount, this only works if you have a discount. So, um, if you're doing like a, um, uh, A PDF or something I could download. Just make sure you're giving away something that is proprietary that you have a hard time giving away. So like right now, me giving away all this free information right now is a little bit painful for me. So if any of my customers listen to this, they're going to be like, ah, ah. Um, so that's the level of pain you should be feeling.

And because here's what it is. Do not tell them the percentage of discount. To me, 5 percent off. Might be a lot as the business owner, but to you, 5 percent might sound like a crappy amount to be getting my email for. So keep it a secret. Instead say you've unlocked an exclusive discount, provide your email for the discount amount. That, buy every single time. Every one of our pop ups that has beaten every other clients, a pop up when they give a percentage, the email will tell you the percentage, but by then the customer has gone to their email opened and probably already clicked on the email, which is what our ultimate goal is right now from an email perspective is that so, um, so that is the deal there, the, uh, The other thing, okay.

Two more things. So number two is on the mobile side is if you have, you want to do an image and you want to make it tall versus wide. So you want to do a box that's like that with an image at the top, but don't make the image too big. It has to be small. And then on mobile. You might want to try to grab the phone number first, instead of the email, because people are on their mobile device.

And so that is a better way to get engaged with them. And then you do like a multi segment, um, uh, box where the first one asks for mobile, second one asks for email. And then the third one says, all right, check your inbox or your text message for your offer. So there you go.

So are you saying that when people are on, on mobile phones, that they're more likely to enter more information? That's what you're saying. Cause you're asking for three different things 

So what I'm saying, so the first box is going to ask your mobile device. No, what I'm actually saying is people on a mobile device are more likely to enter their mobile number, their SMS number than they are an email overall. And to me, the mobile number for that first sale is more meaningful. In our research, uh, we see that when you provide your SMS number versus an email, the chance of them closing is higher.

Then if they just provide an email only, however, the longterm customer lifetime value CLV is higher with email, but if I can get that tech, that phone number, that's even better. And in fact, in Klaviyo, we break it up in multiple steps because you have to have an email to get into Klaviyo. So we do that in step two, but you don't know there's a step two until you've already entered your phone number and go from there.

Okay, so you, they put in the, they enter their phone number and they, Submit it. You get that. You send them a text thread. And in that text thread, then they have another link 

to no, no, no, no. That's too hard. No, no, no. Just imagine the pop up box and your, your mobile number hit submit. Then the box changes and says, thanks a lot for that. And, um, what's your email and just put your email and hit submit. Then you go to the success message all in the pop up and the success message will say, you know, enter Y to, uh, to subscribe and, you know, uh, check your spam folder for the email many times on the mobile side, because The SMS number is so valuable is we recommend offering additional things of value to people.

So give me your email for this. And then the next one says, Oh, when an additional discount, give us your SMS as well, and we'll give you an additional discount. You can use conjunction with that email address. So just a couple of tricks, all that said. Start simple, just get it going, get the image on there.

A woman looking at the camera, a man looking at the cameras. Fantastic. Using your product is a lifestyle imagery. Fantastic. Just get the email and just get done with it. Then when you're ready, you can layer on the SMS and go for all that stuff.

what I suggested before would have been terrible for your conversion. It's just too much. I am just thinking about this, like one click, then two clicks. Then I mean, the more pieces you put together, the more likely the bridges to break down somewhere along the line. Oh, that's really, really good stuff.

And I know people will appreciate hearing some of these secrets. Um, that you've been sharing.

There's no painful, but I'm joking. Of course. I mean, frankly, when I talk to clients, I tell them all of that. And, you know, in, in my world. I have no problem freely giving out information. I'm not selling the information. I'm just selling the work that goes into actually making all this happen.

Because on our, you know, this talk right now, it sounds simple, but it's hard for a solopreneur or a small business owner to find the time to really lock this in and all my clients come to me because they don't have the time. They see the value in it. But they don't have the time to execute properly.

And last thing I want you to answer is, let's just suppose somebody is, and I don't know how they would do this. Let's just suppose they have a e commerce store or they're selling something on Spotify or some other e commerce site. But they're not into collecting emails. They're just doing it like some by like content and people go straight to the store.

Um, how can somebody integrate an email strategy along with the content that they're making in order to drive sales?

Perfect. So, uh, first off you, you definitely want to figure out a way to attempt to collect emails. We talked about the pop up, but let's talk about like a site that has blogs or something. So on that blog page. Think about who's going to that blog page, even on an e com site. It might be a different person than what's hitting the front page of your website from a Google ad. So what are, what are they interested in? Maybe getting notifications about your next blog post, or if you've got a health blog or something, then would you like to get health tips delivered to your inbox? You know, that is the call to action on the pop up in the blog itself. We always embed in the blog and email signup.

And again, it's talking to who that customer is in that blog. Again, we'll use, use health. Hey, uh, for health tips like this delivered to your inbox, just give your email address here. Don't ask for too much. If you're on a Shopify site, if you're on big commerce, WooCommerce, whatever, then, uh, in the checkout process, there's a little box in there.

That you can click to subscribe to email marketing messages. Um, every major e commerce platform can harvest those emails at checkout, but it's important that you're properly setting up your email client to bring them into your, your ESP, your email service provider, Klaviyo, MailChimp, whatever, so that you can, you can act on those and do all that. At that point, what is the customer expecting? They're just expecting a thank you email for the purchase. They're expecting order detail email, and probably an idea of the amount of time it's going to take for the product to be delivered to them. So it's important to tie all those things in there and get it all kind of working together in a mesh so that you're properly messaging them and nurturing them along the way.

That's wonderful. This has been really great stuff, Damon. This has been really insightful, really great stuff. Great for me. And I know great for the people who are listening. If someone were to, uh, want to contact you about email marketing and e commerce, how could they do that? How can they find you 

Perfect. It's easy. My company is called win at e commerce. So it's all spelled out. W I N A T e commerce. com. Um, if you click the contact us button, it's probably me going to be responding back to you. I'm just like you out there. I'm a small business owner myself. So, um, you know, the, the goal is, and the reason I call the company win is it's fun to win, but it's way more fun to win together.

So we'd love to help you all win and, uh, and win together.

Excellent. Excellent. So thank you so much for joining us on the useful content podcast. Thank you so much, Damon, for sharing all of your insights about email and e commerce. Thank you so much students for tuning in. Useful content classroom dismissed and we're clear. 

Boom. 

All right. I'm going to try something new, right?

I'm going to try something new. Can you give a final tip, a post conversation tip, one, one like succinct thing, and this is going to be left in, this is like 

afterwards. 

that, uh, I haven't mentioned before.

Anything at all that you think is important, maybe something you've not mentioned before,

All right, give me a second. I got to think of something good here. Um, okay. Yeah. Uh, perfect. Should I go at any time?

Go 

ahead. 

Oh, yeah. Okay. I thought you 

be, this part is not going to be, edited. We're just going to be 

talking. 

Edit and post no matter what you do. The biggest thing you can do in the email marketing world is to start now. And remember, email is time-based, so if you forget to send it in a month, that's a problem. So use ai, use tools and don't let perfect get in the way of good enough. Just get those emails out, start at one or two a month, and then scale as your people.

Click and open.

Excellent. Excellent. Thanks. Thanks, D man. 

All right. Great. Good stuff. Good stuff.

That was fun. I like that.