How We Helped Signet Sunday Sell 1,200 Quarter Zips In 2 Hours
A Proven Email Marketing Strategy That Builds Brand Equity & A Loyal Customer Base
A Strategy Also Used For…
Who Am I
I'm Angus, founder of Mktg Emails.
We work with over 120 ecommerce stores and audited 1000s of others in the last 2 years.
I've been working in Klaviyo accounts since 2019, and have sent hundreds of thousands of emails to ecommerce customers in my time.
We have a unique approach to email marketing, one that is built on the principles of engaging as many subscribers as humanly possible, and manufacturing demand for our products.
In this video, I'm going to cover both the campaign and flow strategy we used to help Signet Sunday sell over 1200 quarter zips in the first 2 hours of launching.
This strategy will work best if:
  • You want to build an army of loyal customers who LOVE your brand
  • Your currently send emails, but most of the time they're about your products
  • You get poor engagement on your emails (less than 40% open rates, less than 1% click rates)
  • You're making over $30K/month through other marketing channels
  • You want to reduce CPA, increase LTV & AOV
  • AND You HATE leaving money on the table
In the next 15 min I'm going to dissect the entire strategy we used to help Signet Sunday sell over 1200 of their brand new Quarter Zip in less than 24 hours
For most, this change in strategy could singlehandedly add 20% to your top line. And I assume that's worth 30 mins.
Some context
The client
Miles is a content creator who has taken social media by storm over the last year.
He makes satirical content about being a "finance bro" who lives in London. He's built a following of nearly 1M across platforms.
We had a call, and he told me his plans to launch his own brand, Signet Sunday.
We created a strategy that allowed him to sell over 1200 quarter zips in less than 24 hours.
And I'm going to unpack the entire thing.
Why You Should Read This
The Four Things That Kill Ecom Stores
  1. High cost per acquisition
  1. Poor retention
  1. Competition
  1. Poor cash flow
How this strategy will help solve #1 - High CPA
A good email marketing strategy will allow you to convert more traffic, without having to increase your ad spend.
In which scenario are you more likely to make a sale?
This then snowballs into the mere exposure effect
Engaging content = more engagement = more exposure = more sales
How this strategy helps solve #2 - Poor Retention
If your subscribers LOVE your content
You are going to have higher retention
This is because your new customer is going to continue to engage with your content
Which then snowballs back into the mere exposure effect
How this strategy will help solve #3 - Competition
This is simple
Better content than your competitors = you get more engagement from your target market.
Engagement is a Zero-Sum game
If we're getting engagement, our competitors are getting less.
If our competitors are getting engagement, we're probably getting less.
Scroll Stopping Emails
If you produce content of high enough quality, you will get to a point where people open each and every one of your email notifications.
Regardless of the subject line, regardless of what they're doing.
We've built a reputation that our content is so good, that it's worth reading.
Only then you get to a point where you actually start demanding attention whenever you like, and you can start taking engagement away from other typical engagement zappers
How this strategy solves #4 - Poor Cash Flow
When you have quality content, you can capture attention whenever you like.
This means you can then manufacture demand for new products.
Not only will you make more sales day-to-day, but when it comes time to launching new collections and products, you'll get results like this
People simply love your brand, and it reflects in a significant improvement in cash flow.
Take these two brands
Most stores are in 1 of 3 boats
1. Founders Managing Their Emails
  • Spending 15 minutes throwing campaigns together last minute to just tick off the task
  • No time to monitor deliverability, and no time to test/update flows
  • Getting alright results (probably around 15-20% attribution, 25% in a good month. Still very shy of the 30-40% mark).
This was the difference for one client of ours. The founder was able to spend more time on the business, than juggling tasks like email, and we were able to implement systems that skyrocketed their attributed revenue.
Having founders spend time in the weeds of Klaviyo is not beneficial for a company, and quite frankly costs a lot of money.
2. Reliance On Junior Marketer
  • Spending too much time/money on flashy designs
  • Attributing 15-25% of revenue (leaving 10-15% on the table)
  • Usually makes systems extremely complex which then negatively impacts results
3. A Sh*tty Agency
  • Agency reaches out at a convenient time
  • Hire them to get email off your plate
  • 95% of agencies have 0-4 clients and limited experience
  • They try to force sales from the list so you keep paying their bill, and they end up having detrimental long term effect on the business
  • they build poor foundations (flows, deliverability)
  • they put a heavy emphasis on product centric/sales focused emails to try get short term results
  • they end up annoying your list, not building loyalty, and churning subscribers
  • and they charge you a stupid amount of money for your trouble
And you know what they about building homes on sand…
The Opportunity For Brands RIGHT NOW
Simon Beard Recently Sold Culture Kings For $600M
This is what he had to say
Marketing is changing
Over the last decade, marketing has become extremely copycat/saturated
Nearly ever brand does the same thing
Every time a new FB trend pops up, brands swarm to it.
But it's the brands that are being different and authentic that are winning.
This is a chance for brands who are willing to STAND OUT and get creative, to heavily scale at lower costs.
The exact process we used
Capitalise on what's hot 🔥
When something is firing, add fuel to the fire.
Miles was cooking on social media, with each post going more viral than the last.
But, it was going to be far too risky to rely solely on social media algorithms to help us launch, so we needed to pivot to something we owned (which was proven right, as on launch day one of the videos performed extremely poorly).
So we used social media to funnel people to the email list.
This would allow us to capture data of our target audience, and be able to contact them via email whenever we like.
So even if the algorithms didn't favour us, Miles was shadow banned, or even if somehow his accounts got banned, we had our email list.
Create Great Content
Once someone is on your list, you have two goals.
Landing in the inbox, and creating great content.
If your domain is setup correctly from the start, you shoudn't really have any inbox/spam folder issues so just focus on creating great content!
What is great content?
This is content that;
  • Entertains
  • Informs
  • Inspires
  • Or engages in any way
Don't create bad content
What is bad content?
Content that is;
  • boring
  • only serving the brand
  • always about your products
  • provided 0 incentive for someone to open and read
'Incentive' can be basic
This doesn't mean you actually need to provide some sort of financial or discount based incentive.
Purely teaching someone something cool, or writing a funny email is incentive.
This is engaging.
When you send an email, you're asking someone to read your content. This is an offer.
In return for their engagement, you need to provide them something that they'll enjoy.
Otherwise, they will not take you up on that offer in the future.
An Example of Miles' Content

Instagram

miles on Instagram: "I’m NEVER doing this again (I most definitely will) @signetsunday looking 😮‍💨😍"

31K likes, 94 comments - m.ilesMarch 4, 2024 on : "I’m NEVER doing this again (I most definitely will) @signetsunday looking 😮‍💨😍"

We had to emulate this
We designed and sent a total of just 5 campaigns in 8 weeks leading into the launch.
In an ideal world, this would have been more like 8.
But we were working heavily with Miles to ensure these were on brand, and he was extremely time pressed while juggling his job at the time, and all the other areas of creating and launching a new brand.
For this launch to be effective, we needed to perfectly emulate his brand voice early on, so we could win the same level of engagement on Email as he had on Instagram/TikTok.
Why not the typical "3 per week?"
Many Email Marketers would make the mistake here of diving into the typical 3 emails per week, but we went for quality > quantity.
Sure, usually you can do both.
But before you've even launched a product, you need to be extremely careful not to overdo your pre-launch hype, otherwise you risk sounding repetitive and killing the excitement of the launch.
We broke nearly every rule
  1. We sent to the entire list every single time, not just engaged segment (don't worry, we were monitoring deliverability the entire time. Remember, these were all extremely new subscribers).
  1. We didn't follow typical email design rules
  1. We didn't follow typical copywriting structures
  1. We didn't use flashy designs
We just sent emails that were on brand and entertaining. That's all people care about. Being entertained.

Email 1

This actually took a long time to put together. Everything needed to emulate Miles' social media content, to align with his brand identity. Witty, satirical and funny. Since everyone was new to the list, they were incentivised to open the email for information on the new products. Then, we provided them with humorous content. A good trade and one that will have them coming back. We sent this email in 3 batches (as it was our first email) to ensure we weren't burning our new domain.

Email 2

We had some delays between email 1 & 2 due to some issues with stock. We weren't sure when it was going to arrive after some manufacturing issues. So we decided to not follow up with any emails until we had a date locked in. This allowed email 2 to be; Funny/Satirical Provide an actual date We knew we would get high engagement after the first email, so we didn't want to waste this by providing no tangible progress/updates on the shipment. The results speak for themselves!

Email 3

It was clear by now that; our domain was healthy and we were landing in the inbox and that majority of the list were going to open our next email regardless of what the subject line is People were bought in, and they just wanted to hear more. Usually, you'd opt to send 3x per week as a brand. But the suspense and sporadic sending in a circumstance like this actually works in your favour. Each and every email was going to be a banger, we had nothing to sell in the meantime, so there was no point overdoing it. This email was purely used to drive in the date of the launch, and featured a countdown timer. Slightly lower open rates here, but still great nonetheless.

Email 4

This was the "24 hours to go" email. All we wanted to do was; remind them of the time provide size chart so people could prepare provide shipping locations finish with something funny to stay on brand

Email 5

The most simple of them all. Provide the password for early access, then get out of there. Just shooting for clicks. Over 9,000 clicks to the site…

The thought process
We had finite time, wanted to maintain excitement, and didn't want to annoy our subscribers.
Miles needed to ensure he continued to produce quality social media content, and funnel people onto the list.
We needed to ensure that;
  • the first two emails were entertaining and on brand
  • the next two hyped up the launch date and ensured people were ready
  • and that deliverability was on POINT, so that everyone would receive the launch email as intended
We also needed to ensure that the launch email was extremely simple.
For these, you just want to make sure that people know where to click.
Don't overdo your launch email. Keep it simple.
We didn't need to overcomplicate it
Miles had the rapport on social media.
The first two emails generated extremely high engagement (80%+ open rates)
We were at a point of "scroll stopping emails"
No matter what someone was doing, when they saw our notification, they'd open.
We just needed to maintain suspense until launch day, and not sacrifice any engagement.
By sending MORE emails in this scenario, you risk losing peoples focus as it becomes a bit overdone.
We reached an optimal point of marketing where we;
  1. Engaged
  1. Provided Value
  1. Built loyalty
  1. Made money
Making sure you land in the inbox
I have a full guide on this:

www.monetiseme.com.au

Free Email Deliverability Guide

This 10 step checklist will help you prevent & save your marketing emails from the dreaded folder that shall not be named...

How You Can Use This System For Your Store
I've created a full product launch guide for ecom stores to launch their own products with;

www.monetiseme.com.au

Free Ecommerce Product Launch Guide

Here are the EXACT 7 steps we routinely follow when launching new products/collections (that has helped generate over $6,000,000 in revenue).

How You Can Implement This ASAP
This is a big opportunity for the right brands to really build rapport with a large segment of their market.
Creative, unique, and custom strategies are helping winning brands stand out.
Think of every brand you know that is KILLING it at the moment.
They've most likely gone against the grain in some way.
So it's in your best interest to act on this as soon as you can, in order to protect;
  • Your customer loyalty
  • Your profit margins
  • Your market share
  • Your brand perception
We'll help you kickstart this process ASAP.
Book A Free Audit + Action Plan
We're offering free audits + action plans for ecom stores looking to take their email marketing to the next level.
We'll analyse your current situation live on the call, and put together a custom action plan for you.
We used to charge upwards of $500 for these action plans, as they are extremely detailed and many stores see significant increases in revenue from our findings alone.
Book a call using the calendar below, we just need 10-15 minutes of your time to learn a bit about your business & get view access to your email account.
This is not a sales call, I'm not a salesman. But to be fully transparent, if we believe you're a good fit, we'll also outline how we operate and present you with some offers to consider while we put together your action plan.
Book a call below to secure your spot while these plans are still free, and I'll chat to you soon!

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EMAIL ME: angus@mktgemails.comPHONE: +61 431 192 224This scope call is designed for us to dive into your current situation and analyse whether we're a good fit.Use the calendar function on the right to book a call that suits you. Don't worry, you can always reschedule.Please do NOT book a call with

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