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🗣In this episode of the Dropship Unlocked Podcast, hosts Lewis Smith and James Eardley welcome Greg Zakowicz from Omnisend.com, an expert in enhancing ecommerce through tailored email marketing strategies. 

Greg shares his journey and insights on how to effectively boost Shopify sales using email marketing.

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Links and Resources Mentioned:

Pick up a copy of Lewis’ book: https://htabook.com 

Get Shopify for £1 a month for 3 months: https://www.dropshipunlocked.com/shopify 

Get a free trial with a professional phone line: https://www.dropshipunlocked.com/circle 

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Key Takeaways:

★ Importance of Email Marketing: Email marketing is crucial for driving traffic and boosting engagement in ecommerce. It helps in retaining customers and enhancing their shopping experience.

★ Personalization and Automation: Leveraging customer data for personalised marketing strategies is key. Automating emails and consistently testing strategies can significantly improve results.

★ Effective Email Formatting: Proper email formatting, including compelling copy, attractive layout, and consistent branding, is essential for maximising the impact of email campaigns.

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Topics Discussed:
In the "Dropship Unlocked Podcast Episode 82," Greg Zakowicz from Omnisend discusses the importance of email marketing for e-commerce businesses, emphasising its role in building customer relationships and generating high ROIs. He shares insights on email automation, particularly abandoned cart emails, and the benefits of integrating SMS marketing into email marketing strategies. With over 20 years of experience, Zakowicz stresses the significance of creating effective email campaigns, optimising automations, and focusing on conversions. He encourages marketers to take action, learn from industry statistics, and collect email addresses and mobile numbers for maximum impact.

• 00:00:00 In this section, Greg Zakowicz from Omnisend shares his expertise on email marketing for e-commerce businesses. With over 20 years of experience, he emphasises the importance of email marketing in today's e-commerce landscape. He discusses how even beginners can harness the power of email marketing to connect with their audience and turn casual browsers into loyal customers. Greg provides insights on building a successful email marketing strategy, setting up campaigns for maximum impact, and the evolution of email marketing over the years. As a leading expert in email marketing, Greg's insights aim to reshape how e-commerce businesses engage with their customers.

• 00:05:00 In this section, Greg Zakowicz discusses his role in educating e-commerce merchants on effective email and SMS marketing strategies through the platform Omnis. He emphasises the misconception that good marketing must be expensive and introduces Omnis as a customer-centric, affordable alternative. Zakowicz highlights the importance of email marketing for e-commerce businesses by explaining that it is a first-party opt-in channel, allowing businesses to build customer relationships, have more cost control, and consistently perform better than other marketing channels with higher ROIs.

• 00:10:00 In this section, Greg Zakowicz discusses the importance of email automation for e-commerce brands in increasing sales and reducing reliance on scheduled campaigns. He emphasises that automation is easy to set up and pre-built email templates are available to help get started. Last year, 41% of email orders through Omnisend came from automated messages, which accounted for only 2% of sends. Therefore, automations are a significant opportunity for brands to increase revenue. Greg advises starting with abandoned cart, welcome, and browse abandonment messages, as they drive the most revenue and can also reduce retargeting costs. These messages perform extremely well and can bring customers back to the site for a fraction of the cost of retargeting ads.

• 00:15:00 In this section, Greg Zakowicz discusses the importance of email automations for e-commerce businesses and specifically focuses on abandoned cart emails. He emphasises that automations require less time and effort but can yield a significant return. Zakowicz suggests starting with three essential abandoned cart emails: welcome, browse abandonment, and cart abandonment. For cart abandonment emails, he recommends sending at least one message and offers a discount as a value proposition. He suggests testing the number of messages and timing to optimise conversions. While some businesses may use up to seven messages, Zakowicz notes that performance may decline over time, but the drop-off should not be drastic.

• 00:20:00 In this section, Greg Zakowicz discusses the importance of optimising email marketing automations for maximum impact. He explains that small adjustments, such as timing and content, can significantly affect conversion rates. Zakowicz suggests analysing customer behavior and intent to determine the most effective automations. He also emphasises the importance of enhancing customer connections through email marketing and encourages marketers to focus on high-converting automations like shopping cart abandonment messages. According to Zakowicz, these messages convert at a rate of 2.87%, making them a valuable tool for leaving no money on the table. While there is no one-size-fits-all email marketing playbook, he recommends starting with baselines and testing for improvement.

• 00:25:00 In this section, he emphasises the importance of taking action in email marketing, even if it's not perfect. He suggests benchmarking against industry statistics and yourself to improve. Regarding collecting email addresses and mobile numbers, Zakowicz recommends making mobile numbers optional and using a one-step sign-up form to avoid consumer frustration. He also advises focusing on selling in the welcome message instead of brand storytelling. Zakowicz's playbook for a welcome message includes offering a discount, introducing products, using social proof, and having a clear call-to-action.

• 00:30:00 In this section, the discussion revolves around crafting effective email marketing campaigns, specifically focusing on the first welcome email and abandoned cart messages. Zakowicz emphasises the importance of being commercial in the first welcome email, as people have already shown interest by signing up for a discount or incentive. He suggests using brand voice and images while introducing products and calls to action. For abandoned cart messages, Zakowicz recommends starting with one message, adding on as you go, and using a sense of urgency to encourage purchases. He also introduces the concept of browse abandonment emails, which fill in the gaps between the welcome message and product abandonment messages. For most brands, one to two messages in a browse abandonment series is sufficient. Zakowicz concludes by mentioning the optional collection of mobile numbers for SMS marketing, highlighting its benefits as a first-party, opt-in channel.

• 00:35:00 In this section, Greg Zakowicz discusses the benefits of integrating SMS marketing into email marketing strategies. He explains that while email is still the primary first-party opt-in channel, SMS can offer affinity with the brand and complement email marketing. Unsubscribing from email doesn't mean losing a customer entirely, as their mobile number can still be used for targeted promotional messages. Automations for SMS perform exceptionally well, with conversion rates more than double that of campaign messages. Omnisend, a cost-effective email marketing tool, is recommended for its ease of use, integration with Shopify, robust segmentation, and customisable templates.

• 00:40:00 In this section, Greg Zakowicz discusses the value of email marketing for e-commerce success and shares insights on integrating email with other communication channels like SMS and push notifications. He emphasises the importance of creating a conversation with customers instead of just sending campaigns. Zakowicz also mentions that he has recorded additional content for podcast members and encourages listeners to implement his strategies for transforming their e-commerce game. The episode covers the applicability of the business model outside the UK market, acknowledging the opportunities but also the complexities that come with international expansion. Zakowicz advises ensuring sufficient demand and adequate suppliers in the target market before expanding.

• 00:45:00 In this section, Greg Zakowicz discusses the importance of choosing a winning niche in email marketing, which is extensively covered in their masterclass program. He explains that the same criteria for assessing market size, competitor presence, and validation can be applied to markets outside of the UK. The concept is called the "home turf advantage," which refers to the size of the market, and it can be used in other countries as well. The podcast also features a recent review from a listener named JJ, expressing gratitude for the valuable insights shared in the videos. The hosts encourage listeners to share the podcast with those who might benefit from it and offer a shout-out to those who leave a favorable review. The episode concludes with a reminder to subscribe for more strategies and success stories and a teaser for upcoming insights on the next episode.

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