This podcast episode focuses on email marketing and how to use customer research to optimise it.

The guest, Hannah Lipschitz, has a background in copywriting and marketing and specializes in helping e-commerce brands develop their email marketing strategy. The key to getting customers to click is having the customer journey in mind when crafting emails. This means writing emails that are tailored toward what the customer wants to see, read, and buy.

Additionally, it is important to consider the intent of a subscriber when crafting emails; for example, those who opt-in for discounts may only be interested in receiving a discount code. It is also important not to rely solely on discounts as a way to attract customers. The speaker suggests pitching an 80/20 approach where 80% of content is normal and 20% is taking a risk by trying something wild.

They suggest setting up four main automations: a welcome sequence, a nurture sequence, an onboarding sequence, and a re-engagement sequence with the welcome sequence being particularly important as it sets the tone for the entire future relationship with subscribers.

Lastly, they advise against using jargon or proper case when writing emails as it should be written in a friendly and personable manner while building trust with subscribers through reviews, testimonials, and customer success stories. This podcast conversation discussed the importance of creating effective email flows for e-commerce brands.