Strategies for Driving Revenue Growth with Email Marketing in 2024

Eric James Eden: 0:59

All right, all right, all right. Welcome to today's episode. Our guest today is Andri. He is the CEO of Floium, an email marketing and e-commerce agency, and he's going to share with us some stories today about great work that he has done. Welcome to the show, thanks for joining us.

Andriy Boychuk: 1:20

Thank you, Eric, for introduction and thank you for having me on the show.

Eric James Eden: 1:25

Coming to us live from the New York City area today. Thanks, thanks for being here. Why don't we jump right in, go ahead and share with us a story about some of the marketing that you've done, that you're most proud of?

Andriy Boychuk: 1:40

Sure. So on top of my mind that we did email marketing for a brand called Lolo. For the last three or four years we've been doing email marketing for them, but the most successful thing that we did for them is to recreate a series of new newsletters called Lady of the Month and in this series we tell customers story in the email format. So when we get started with this idea, it was just hey, let's collect some stories from our customers. We send a simple email asking your customers if they want to share their story and this brand so you understand sells bras for ladies with smaller chest and there's different reasons why they need them. Some had the cancer and some have other injuries, so they have like very impactful stories. So at first it wasn't extremely successful, but after we got the first story and we published the first story through newsletter, the brand started to receive a lot of responses to their inbox thanking them, thanking them for sharing this person's story because they work so connected with the brand and product of the story. And after that, for stories that we publish, we get flooded requests to share the customer story in the other newsletter. So that's why we come up with a strategy to do it on a monthly basis and call it Lady of the Month. Fast forward six months or so. This project becomes so successful that the brand owner, the CEO of this brand, ask us if we can help him to create a section on his website where all those stories were teased. So, first of all, it was higher connection between like customer brand and the product, more brand awareness and, of course, higher return on investment for any marketing effort that we were doing.

Eric James Eden: 3:55

So I keep hearing, as I talk to other marketing executives like yourself, the power of including customers in your marketing, in this case, doing it in a very powerful way where customers are sharing a impactful story. It creates that connection that you are mentioning versus marketers just using brand buzzwords or tech buzzwords to talk about their products to try to get people excited. The best way to get people excited is to have other customers talk about their experience and their story and why they're using the product, and so it makes sense to me that they achieve that sort of connection. And getting people to open up and tell a story that, for the reason you said, might be emotional sometimes, is the key to then inspiring other people to step forward and share their stories. But even across industries, I see that if you can get a couple customers to share their story and start creating that connection, then the floodgates can open up right.

Andriy Boychuk: 5:13

Yeah, and it's easier to ask for another reviews for another stories when you already have that first, one or second review.

Eric James Eden: 5:25

That's right, and so what was the impact overall of this? Obviously, the client loved it because they got such a great response from their customers and they wanted to expand it and put it on their website, if the regular email had close to five, six click rate in the email.

Andriy Boychuk: 5:43

Five, six percent. This kind of newsletter was exceeding 15% on regular basis. Triple the click rate. But also this kind of email was getting replies and for email marketing as replies are also extremely important because if people replying to your marketing messages, it sends signals to Yahoo, gmail and other inbox provider that hey, they care. And this is the best in-game room that you can have from email marketing.

Eric James Eden: 6:18

That's great, so this is a great story. I appreciate you sharing that. What advice, broadly, do you give your clients about email marketing that you could share with other marketers? Listening In 2024, here we are. Marketing has been around for 20, 25 years now. What advice would you give marketers about getting the best result from email marketing in today's market?

Andriy Boychuk: 6:46

So in the past I was giving some generic advice, but now, after February 1st 2024, you need to know what you're doing. Why? Because Yahoo and email have get stricter rules sending rules to get into people's inboxes. So now you need to have some technical knowledge how to send those emails to your customers so it's not anymore about blasting. Now you need to clean up your lists properly. You need to do segmentation properly. You need to set up your sending domain properly. You need to do the specific changes on your hosting domains. Why? Because if only three people out of a thousand report that you are spamming them, you're in big trouble.

Eric James Eden: 7:41

So this change just happened less about a month ago. So you're saying it's a very impactful change because the market shares that these providers have right?

Andriy Boychuk: 7:53

Yes, there is, and do you think other providers are going to?

Eric James Eden: 7:55

follow suit.

Andriy Boychuk: 7:58

I'm not sure it might, but somebody like Outlook, they for years. They have much stricter rules in Gmail or Yahoo. But if you check, if we check any of our clients, majority of their emails are from Gmail, from Google. So it's important to set up those tech to do the technical changes properly. So you are getting to people's inboxes on Gmail and Yahoo and even now, when I check my spam folder, the big brands who I received them emails in the past. Right now they're going to my spam folder and I engage with those emails in the past, but now they just going straight to my spam folder.

Eric James Eden: 8:45

So it's. Things are evolving. So what are the top things that people have to do to not get in big trouble, like you said?

Andriy Boychuk: 8:55

So first you need to set up your domain properly. I'm not that guy so I cannot tell you exactly what to do, but if you need to, there's some domain protocols you need to set up that you are. You need to confirm that you are sending that email so that there needs to be some changes on your domain hosting. On our website and on our YouTube we have those tutorials in details what to do. So this is number one. Number two you need to clean up your list regularly. People who are not engaging with your email unsubscribed them. Do not send them emails anymore because you will be in trouble. And number three do not hide unsubscribe option. It needs to be very clear and visible for people to be able to unsubscribe.

Eric James Eden: 9:51

Make sense. Yeah, these are things that are unreasonable for marketers to do, and they should do these things to make sure they continue to get good results from email marketing. So awesome. If people want to learn more, they can go to your website. I'll link to it here in the show notes so people can easily just click on it and get there. I encourage everyone to share this episode with your friends. We've had some great advice here about advanced email marketing strategies and how email marketing is evolving things you have to do to win going forward. So thank you for that and thank you for being with us today and sharing these insights with the audience. Request everyone to rate, review and subscribe so we can continue to have great guests like this on the show and Andre.