Michael Mills

Frequent sales train customers to wait for discounts

High open rates are a vanity metric

While they can indicate performance

Purchase and revenue metrics are more crucial

Overly focused email segments are inefficient

Often leading to micromanagement and draining resources

Unless you have over 150k subscribers

Stick to best practice customer segmentation

The top 5 essential Shopify Skills are:

1. Copywriting
2. Content creation
3. Ad management
4. Conversion rate optimization
5. Analytics competency

In the mind of your customer

The most valuable emails provide information that helps solve their problems

If you want to increase open rates, help them solve their issues

Don't depend exclusively on email flows

While automation is powerful, it's also important to send manual, timely updates and announcements

People want to feel there's a real, active presence behind your company

Don't bother with email marketing

If you don't have a high-converting opt-in pop-up

An empty email list means no one will read your emails

4 high ROI email marketing A/B tests:

1. Subject lines
2. Discount offers
3. Welcome flow (first three emails)
4. Email capture form

These tests can yield high returns on resources invested

After a potential customer clicks on your content

They want to feel confident they've landed in the right place

Using the right colors for your main funnel buttons makes it easier for customers to navigate and complete their purchase

Having clean data is essential

With analytics platforms

It's crucial to ensure they're properly configured and filtered

You can hire someone on Upwork to set it up correctly for your industry

When creating digital content

It's good to keep in mind

What’s working is working for a reason

Testing new ideas is great, but it’s tough to constantly reinvent the wheel

Especially when you’re competing with an entire community

Stress or frustration after failure motivates us to learn more quickly

If you use ChatGPT frequently

Try asking it to roast you

Afterward, request a list of your strengths and areas for growth

This can offer unique insights about yourself in a fun and reflective way

We found success with ads not by copying direct competitors

But by identifying strategies used by brands outside our niche and testing them within our own

5 reasons why buying an e-commerce email list is bad:

- Most people on the list are uninterested in what you are selling
- They may mark your emails as spam
- It may be illegal in your country
- Your email deliverability will drop
- You have to pay for it

5 key A/B tests to help grow your eCommerce store:

- Main landing page
- At least three new ad creatives
- Product pricing
- Email capture popup
- Welcome flow (first three emails)

The minimum email setup for any Shopify store:

- Welcome flow: Email 1 and 2
- Abandoned cart/checkout: Email 1 and 2
- Browse abandonment: Email 1
- Sunset flow: Email 1

These are your most basic and highest revenue-generating emails

The #1 content killer:

If your prospect doesn't connect with the headline

They won't engage with the rest of your content

Getting the headline right can mean the difference between success and failure

5 quick steps to start your ecommerce store:

1. Test Facebook ad creatives with a $50 budget per ad
2. Use a fast, simple Shopify theme
3. Set up basic email flows
4. Hire a virtual assistant for customer service and basic tasks
5. Set up proper tracking and analytics

Don't send emails to Shopify customers from a "no-reply" email address

Using a no-reply email discourages engagement, which negatively impacts deliverability

When customers reply, it sends a positive signal to email platforms, helping improve overall deliverability

4 important reasons why the quality of your email list matters more than its size:

- Higher open rates improve deliverability
- Unengaged subscribers rarely make purchases
- Inactive recipients harm your deliverability
- Unwanted emails frustrate disinterested customers

Shopify email marketing unsubscribes are fantastic!

They remove unengaged subscribers from your list

Improving your email deliverability

Don’t have enough time to A/B test all your email flows?

Focus on testing your "high-value" emails

List your top 5 highest-revenue emails and test those

Five common Klaviyo email account pitfalls

1. Missing an "added to cart" flow
2. Not enough emails in the welcome flow
3. Poor email deliverability
4. Low popup conversion rate
5. Sending to low-engagement customers