Founder and CEO of ReEngager
John is the founder of ReEngager, an ecommerce email marketing agency that helps online retailers increase their revenue by 10-15% by implementing advanced email marketing programs.
John has been featured in Forbes, Entrepreneur, SuperFast Business, Mindvalley Insights, and Marketing Optimization TV, as well as, featured as an email marketing guest expert on some of the top business podcasts online.
John has lived all over the world from Thailand to Colombia and has built up a popular email marketing podcast, The McMethod, with over 200,000 downloads.
15% Revenue Boost With The Right Email Follow Up Series
Tactic that has had the biggest impact on John’s success
Getting a revenue boost with the right email follow up series
Result if you follow the steps in John’s session
Better email sequences and triggers to maximize the value of your email list
Expert session snapshot
The quickest way would just be to look at what percentage of your revenue right now is generated via email. Even if it’s, you know, it’s only 5% or it’s 2% or 1%, or 0%, then I’d say that you’re definitely leaving some money on the table. But then you know to dive in deep, what would you really need to look at is the market that you’re in, and the business model and the products that you haven’t.
I’ll give an example, sort of explain that. Spoke to a company a while ago that sells baby cribs. Now, that’s all they sell. They don’t sell baby clothes, they don’t sell anything after that. They only sell baby cribs. So you think about how that you know, how that customer is going to be thinking, you know, let’s say via baby, or you know, I was married and you know, we found out that my wife was pregnant for example, we would then go looking for baby cribs.
I imagine at some point probably when it gets closer to the birth so you probably imagined that they were visiting this website or looking for baby cribs, maybe signing up to their email list probably a few months away from actually needing one. The thing is, if they aren’t buying one, I thought I’d buy one now from the you know from disguise company, they’re going to probably buy from another company.
And then once they’ve bought that, right, let’s say they don’t end up buying one. They just sort of you know, baby sleeps in bed with them by the time there. But it’s on the babies being born and you know, it’s been around for a while or whatever, they’re not going to need a baby crib anymore.
So you’ve got basically like a three month, six month, maybe a nine month window at which point you can make these sales. But after that they don’t have much opportunity to use email marketing, they just, they’re not selling anything else.
So once that window is paused, even if it’s one year, you know, it’s a whole year, once the windows process done, they’re not going to be able to sell anything more to them. So their email marketing potential is not as high as say a company that has been around for 10 years, has a database of 100,000 people and cannot email the crap out of that database that you know, to generate sales with them. You know, they’ve a much different opportunity because they’re gonna be able to make sales to customers from 10 years ago, was the baby group company isn’t?
Yeah. So this is definitely variety based on industry and product and I suppose the niche that you’re working in better sounds like email is a massive opportunity, specifically. I mean, in your case when you specialize in e commerce business. But what’s different about marketing for e commerce?
Well, I mean, it really helps to kind of think, you know, what are you comparing it with? If you’re talking to Andre Chaperon, who does storytelling and soap opera sequences and yeah, that’s really you know, if you’re trying to sell an information for like you’re doing a product launch, that stuff’s gonna be really relevant and it works really, really well.
But if you’re selling headphones via you know, Shopify, something you’re not gonna be out to have like a 12 email soap opera sequence that sells people on, why the headphones, just a pair of headphones. And yeah, you could do a little bit of that story marketing, but it’s not gonna work as well as setting up the head the way the whole business works, using emails to target people based on how they’re interacting with your business.
So instead of trying to tell stories and go really wordy because if I’m looking for headphones, I don’t really care about reading a ton of stuff about you know, the specific elements that went into the headphones that made it really special or anything like that, I’m gonna go look for a few recommendations and then violin.
And, you know, with an e commerce business, you much more, you know, it’s much more what you’re what you’re really looking at a lot more is splitting like basically finding buyer intent when someone visits the website and how they engage with it, and using emails to capture that buyer intent.
So for example, the classic example, a really easy example is cart abandonment. So someone visits the website, they add something to the cart, they go to the checkout, they start to pay, but they get distracted, they leave, you know. At that point that person is interested in making a purchase, otherwise, they wouldn’t have made it to the checkout, but they’ve left.
So now you can set up your email software so that it automatically shoots them an email and says, “Hey, you know, we noticed you had this in your cart, but you didn’t check out, you know, click here to finish before you know someone else gets it”. And so it’s a lot more. It’s a lot more of emails like that.
You know, I guess you call that, it’s called lifecycle marketing. Basically, that’s the sort of fancy term for it, which basically means you’re sending emails based on the stage in the lifecycle that someone’s in. And then you can still have some of the storytelling stuff on the front end when someone signs up.
And you’re nurturing them or they’re a new customer and you need to indoctrinate them into the brand. But the bulk of what you’re doing is going to be segmenting the database and sending emails based on you know, actions and different things that allow you to identify buyers.