Key Questions to Improve Ecommerce Email Copy

An ecommerce company recently approached my team to do an email audit as they were facing challenges with low open and click-through rates. After analyzing their email account, here are our main recommendations to revive their email marketing channel: 1. Strategic Email Segmentation: Currently, your emails lack personal relevance due to a one-size-fits-all approach. This is a crucial area to address. Action Plan: Implement segmentation based on purchase history, engagement levels, browsing behavior, and demographic information. 2. Personalized Content Creation: Generic content won't cut it. Your audience needs to feel that each email is crafted for them. Action Plan: Develop emails specifically tailored to the different segments. This includes curated product recommendations, personalized offers, and content that aligns with their interests. 3. Subject Line A/B Testing: Your current subject lines aren't doing their job. You need to be implementing ongoing A/B subject line tests, as this is low-hanging fruit to improve your open rates. Action Plan: Regularly test different subject line styles and formats to identify what resonates best with each segment. Keep track of the metrics to inform future campaigns. 4. Mobile Optimization: A significant portion of your audience reads emails on mobile devices. Neglecting this is causing a decrease in your email engagement rates. Action Plan: Ensure all emails are responsive and visually appealing on various screen sizes. Test your emails on multiple devices before sending them out. Additional Campaign Strategies We Recommend: - Launch a Monthly Newsletter: This should include new arrivals, style guides, and user-generated content. It’s an excellent way to keep your brand in the minds of your customers. - Seasonal Campaign Integration: Tailor your campaigns to align with holidays and seasons. This approach can significantly boost engagement and sales during key periods. - Re-Engagement Campaigns: Specifically target subscribers who haven't interacted with your brand recently. Offer them unique incentives to rekindle their interest. Next steps: 1. If you found this helpful, please leave a comment and let me know. 2. If you own/run/work at an Ecommerce company doing at least $1 million in annual revenue, message me so my team can audit your email channel to see if there's a good fit for working together.

I was asked this question on a podcast recently: “Do cold emails still work in 2025?” My honest answer: Email as a channel has a very low ROI right now because of all the noise. Even genuinely useful emails don’t get opened simply because no one wants to sift through 100+ unreads everyday. So does that mean email is over? Not quite. At Leadle, we’ve found email still works when paired with LinkedIn. Especially when reaching out to execs and C-levels, the response rates go up significantly with a multi-channel approach. So, how do you ensure your emails manage to grab the most precious thing in today’s digital world - ATTENTION? Here’s a list of prompts we run through at Leadle to ensure the copy is tight, relevant, and worth the reader’s time: #1: "Would I reply to this if I had zero context about the sender?" If the answer is no, it’s not the market. It’s the message. Write for the coldest possible reader. #2: "Is my opener about me or them?" If your first line says “I help…” or “We are…” start over. No one cares until they feel seen. #3: "Can I say the same thing in half the words?" Short wins. Because attention spans lose. #4: "Am I asking for too much too soon?" No one agrees to a 30-min call with a stranger out of the blue. Start with low-friction asks like: “Do you think this is worth looking into for your team?” #5: "Do I sound like a template?" Personalization ≠ {first name} or any signal with 0 context. Mention a recent campaign, role change, or metric they posted that’s relevant to your offering. #6: "Does this message surface a gap between their current state and ideal state?" If not - why would they change? Outbound should surface problems they didn’t know they had (yet). #7: "Have I earned the right to pitch yet?" Build context → create relevance → then make the ask. Earn. The. CTA. #8: "Is this message hyper-relevant to this specific ICP?" One-size-fits-all = zero-size-fits-any. Get narrower. Speak to their role, stage, and priorities. #9: "Would this message still work if it were sent to a competitor?" If yes - it’s too generic. Make it only make sense for them. #10: "What would make me respond to this message?" Put yourself in their shoes. Time-starved, inbox-bombarded, context-poor. 10/10? Then and only then hit send. 🙂 Cold emails work when the purpose behind them is simple: → Does it make them curious and want to learn more?  → Does it make them see themselves in the message as clearly as possible? Done right, good copy doesn’t just get noticed, it gets conversations started.  What would you add to this? #outbound #coldemailtips #coldemails 

Most ecom brands treat email like a megaphone. Blast the list. Talk about the product. Hope someone buys. Then they wonder why open rates tank and revenue flatlines. Here's what changed when we started generating 35%+ of our revenue from email: We stopped writing emails about us. And started writing emails about them. Make it about the reader. Every sentence should feel like it's talking to one person. Not "we're excited to announce" — nobody cares about your excitement. Instead: "You've been asking for this" or "Here's what this means for you." The word "you" is the most powerful word in email marketing. Use it relentlessly. Respect the lazy brain. Your customer isn't sitting down to read your email like a book. They're scanning it between meetings, on the toilet, waiting in line. One sentence per paragraph. Lots of breathing room. White space everywhere. If your email looks like effort, it's getting archived before the second line. People committed to reading a book. Nobody's committed to reading your email. They're still deciding whether to keep going with every single line. Sell the outcome, not the spec sheet. Nobody buys a 20-megapixel camera. They buy the ability to capture moments that look incredible. There's a simple bridge that fixes this: "so you can." Take any feature, add "so you can," and you'll naturally land on the benefit. That's what people actually pay for. One email. One ask. Don't ask them to follow your Instagram, check out three collections, AND shop the sale. Give them one thing to do. Make the decision binary — yes or no. When you give people multiple options, they choose the easiest one: close the email. Give them a reason to justify the purchase. People buy on emotion. But they need logic to feel okay about it. Every sale needs a "why now." Black Friday. Anniversary. End of season. Doesn't matter what it is — just give them something to point to. It's the same reason someone says "well, I would've spent that on coffee this week anyway." They already want it. You're just giving their rational brain permission to say yes. Understand that every piece has one job. This is where most brands get it wrong. They try to sell the product inside the email. The email isn't the closer. It's the opener. Your subject line has one job: get the open. Create enough curiosity that they can't ignore it. Your body copy has one job: get the click. Build desire, spark curiosity, but don't try to close the deal. Your landing page has one job: get the sale. That's where the heavy lifting happens. Subject line sells the open. Body sells the click. Page sells the product. When you try to do all three in the email, you do none of them well. Simple? Yes. Easy? Not even close. But every brand generating serious revenue from email is running these same principles. The difference is how well they execute them. Start here. Master the basics. The "advanced" stuff is just these fundamentals done better.

Want to increase your email conversions? Here’s the trick—address objections before your subscribers even have them. Instead of leaving them thinking, “But what about ___?”, you can step in and say, “You might be wondering ___, here’s your answer.” That builds trust. It keeps people hooked. And ultimately, it removes any barriers between your subscriber and their decision to buy. Friction = sales killer. Here are 3 quick ways to crush objections with email: Know the concerns: What makes your readers hesitate? Could be price, value, or maybe delivery times. Know them well. Have the answers ready: Simple and clear. Use social proof, FAQs, or even a money-back guarantee to back you up. Weave them into your emails: Let it flow naturally. You’re having a conversation, not pitching hard. Make it part of your story. Example: You’re running an abandoned cart email for a clothing brand. Instead of just saying “Come back and buy,” include a line like, “Worried it won’t fit? No stress, we’ve got free returns!” Anticipate their worries before they ask. Watch your engagement and sales skyrocket. #emailmarketing #saas #ecommerce #coachingbusiness #klaviyo #copywriting #ecom

Miss one of these 6 steps - you lose the sale. Every sale follows the same journey. Inbox → Open → Read → Click → Trust → Buy. Copywriting works at every single step of it. Let’s know how This is Copywriting Series - Part 6 Step 1 - The journey starts in the inbox. Q. What's the primary goal of email copy? One very important goal - just get them to click. Not to explain everything. Not to impress them. Just make them curious enough to want more. Think of your email like a knock on the door. Your only job is to get them to open it. What happens inside - that's the landing page's job. Step 2 - They have to open it. To see your offer. Q. What part of the email determines whether it gets opened? The subject line. Nothing else. In 2 seconds, your reader decides whether to open or delete. A great subject line is the difference between your email being read or ignored forever. Step 3 - They clicked. Now they're on your landing page. Q. Why should landing pages remove navigation bars and footnotes? What are these 2 terms? Navigation bar = the clickable menu at the top. Footnotes = the extra links at the bottom. Imagine walking into a shop to buy one thing. But there are 10 other doors inside - each pulling you somewhere else. You get confused. You leave without buying. That's what a navigation bar does to your visitor. One page. One goal. One action. Remove everything that competes with that. Step 4 - They're reading. Formatting matters. Q. What's the benefit of bold text in email copy? Most people don't read. They scan. Their eyes jump around, looking for what's relevant to them. Bold text says- "this part matters." Use it on your key benefit, your offer, or your CTA. Use it on one or two things only, the things you really need them to see. Step 5 - They're almost convinced. Don't make them search for how to take action. Q. When should you repeat the CTA on a landing page? CTA = Call To Action. The button that says "Buy Now" or "Sign Up." Repeat it at least twice: → Once at the top - for people already ready to act → Once at the bottom - for people who needed to read everything first Simple logic: don't make a ready buyer scroll all the way up just to click a button. Step 6 - They're interested. But they don't trust you yet. Q. What section on a landing page builds trust with new visitors? Social proof. New visitors don't know you. So show them that other people already do. → Real customer reviews → Star ratings with numbers → Logos of brands you've worked with → A stat that shows scale ("Trusted by 25,000+ users") Because People trust people Inbox → Open → Read → Stay → Click → Trust → Buy. That's the journey. Every step needs the right words. & That's copywriting. Save this if you're learning. P.S- Which of these 6 steps is your weakest right now? Part 7 coming soon.

Copywriting is the not-so-secret weapon that can skyrocket your email marketing. Here's how to master the art AND science of conversion copywriting. 1. Sell the sizzle, not the steak Get people excited about more than just your product. Sell them on the ideal future outcome or the transformative experience. If you want a bigger sales outcome, help them see the bigger picture. 2. Follow the Rule of One Focus on ONE thing in your copy. People are busy. They only have the time and patience for one product, one idea, or one solution. You can cover as many variations as you want, as long as you do it one at a time. 3. Make your offer irresistible The perceived value should always feel significantly higher than the price. Customers should feel like geniuses for taking your offer, or fools for passing them up. 4. Hit 'em HARD with your opener Your subject line gets them to open. Your intro gets them to keep reading. Make it interesting, intriguing, and specific if you want to earn their attention. 5. Emphasize your unique selling proposition I love this quote: "If we're all thinking alike, then somebody's not really thinking." Highlight what makes you different and better than alternatives to stand out in a crowded market. 6. Write like you speak Be conversational, not coercive. Your marketing emails should feel like a note from their best friend, not a pitch from a traveling salesman. 7. Focus on benefits, not features Customers aren't wooed by specs and materials. They're more interested in hearing how your product improves their life, solves their problems, or makes them feel better. 8. Talk to ONE person Write as if you're speaking to a single reader. It feels uncomfortable at first, but it's the best way to create a personal connection that resonates. 9. Never let a good story go to waste The human brain is hard-wired to fall in love with a good story. It's how we've been communicating for eons. If you have a choice between impressive facts and an engaging story, go with the story every. single. time. 10. Create genuine urgency or scarcity Give people a reason to act NOW. Without a compelling reason to take the next step today, the vast majority of people are going to hit "delete" and move on. Remember, great copy isn't just about selling—it's about connecting. It's about understanding your audience's desires, fears, and motivations, then speaking directly to those emotions. Master these rules, and you'll see your email performance soar. Your open rates will climb, your click-through rates will skyrocket, and most importantly, your revenue will grow. But only if you take this checklist and use it as a scorecard for every new email you send. Can't wait to hear how it goes!

Stop creating content from scratch, use your FAQs The best email content for ecommerce isn't what you think it is. It's hiding in plain sight: your FAQ section. Why? Because FAQs are literally questions your customers are already asking. Here's how to turn your FAQs into high-converting email campaigns: The "Did You Know?" Series Take your most common product question and turn it into an educational email. This positions you as helpful, not just promotional. The Myth-Buster Address misconceptions about your product category. The How-To Guide Turn your "how do I use this?" questions into step-by-step tutorials. Show, don't just tell. The Comparison Email Use questions about product differences to create comparison emails that overcome objections before they arise. The Testimonial Spotlight Take questions about results and pair them with customer testimonials that directly address those concerns. The beauty of this approach? The content already exists The questions are validated You're answering real customer concerns