#97 Andriy Boychuk from Flowium: Using Email Marketing to Boost Customer Loyalty

This month our focus has been on the best email marketing practices. Keeping in tune with the theme, we’ve got an exciting episode for you. Join our founder, Daniel Budai, in conversation with Andriy Boychuk, founder of Flowium.

Who better to talk about customer retention and loyalty strategies, than two email marketing experts that are captains of their leading email marketing agencies.

In this episode Daniel and Andriy will uncover:

✔️ Andriy’s email marketing venture

✔️ Best marketing practices for e-commerce businesses

✔️ Effective strategies for customer retention

Andriy’s email marketing venture

Originally from Ukraine, Andriy’s journey began with running a website for Ukrainian immigrants. His curiosity to find innovative and cost-efficient ways to promote this blog landed him in his early experiments with email marketing. Most of his early knowledge came from listening to podcasts.

After spending three years as an engineer in a tech company, Andriy realized that he wasn’t passionate about his job. Determined to find where his passion lies, he quit and began to explore the opportunities that Upwork had to offer. He soon realized the untapped potential in email marketing and dove right in, to focus on providing these services for all kinds of businesses and professionals.

Enamored by the result-oriented, and data-driven approach used in email marketing for e-commerce businesses, Andriy found his niche. Starting as a solopreneur charging on an hourly basis, he experimented with various payment models and structures, before landing on starting an agency with a retainership customer model.

Flowium is now a full-scale email marketing agency with over 40 employees. Similar to Budai Media, they offer specialized email marketing campaigns and strategies to e-commerce businesses across the globe.

Best marketing practices for e-commerce businesses

Having worked closely with various e-commerce entrepreneurs, both Daniel and Andriy are here to share their two cents on marketing practices that can help e-commerce businesses succeed.

We asked Andriy if there is any piece of advice he’d like to give e-commerce businesses.

Here’s what he had to share:

“A lot of business owners try to act as marketing directors, but they have so many more responsibilities. Having a project manager for all their marketing can help provide direction and help agencies align with the company goals because we can deliver, but we need to know what the needs of the company are.”

As an e-commerce expert, Andriy has rightfully identified how customer loyalty programs help boost sales and increase customer lifetime value. However, email marketing is just one part of this strategy, a marketing director helps enforce an overall strategy ensuring that landing pages, SEO practices, and advertisements all align with the email campaigns.

In order to succeed, e-commerce businesses need to outline their goals and objectives.

Effective strategies for customer retention

Running an email marketing agency, one of the most common questions we get is about customer conversion and retention.

“Businesses want us to focus on converting those one-time buyers to two-time buyers, two-time buyers to three buyers, and so on to continue increasing the lifetime value of the customers. One of the most effective retention strategies to do so is a customer loyalty program.”

After conducting a case study analyzing 25,000 email subscribers, Andriy found that loyalty members spent $400 on average, whereas regular customers spent only $90. His experiment revealed that the lifetime value of loyalty members was 4X more than that of regular customers.

This observation has led him to focus on enhancing customer loyalty programs through email marketing. Loyalty software like Smile enables businesses to track loyalty points. E-commerce businesses can then segment their customers to personalize email campaigns giving marketing a more targeted and goal-oriented approach.

Email marketing is all about understanding your customers. Loyalty programs allow you to incentivize them as you learn more about them. To know more about best practices for email marketing do check out our previous podcasts, and case studies. On that note, we’d like to bring this episode to a close.

Thank you for listening! We come out with new episodes every Thursday, so stay tuned!

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