Marketing Operators E054: From Product Drops to Post-Purchase Plays - Email Marketing with 'Email Is Not Dead' Author, Karly Craig
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Apr 8, 2025 Karly Craig, author of 'Email Is Not Dead' and CMO at No Days Wasted, shares powerful insights into email marketing's evolution. She emphasizes how many brands overlook automated marketing flows, particularly gain from welcoming and post-purchase strategies. Karly advocates for creativity in emails to enhance engagement and explores retention techniques that prioritize value over discounts. With practical advice on crafting anticipation for product drops, she highlights the importance of tailored messaging to drive conversion and customer loyalty.
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The Katana Education Challenge
- Mini Katana's main challenge was educating customers on the difference between full tang and partial tang katanas.
- This involved explaining the intended use cases for each type, addressing concerns about price, and building trust in the brand.
Extend Welcome Flows
- Build extensive welcome flows (3-4 months) to control the customer onboarding experience.
- Include elements like flash sales and personalized content within the flow.
Pattern Breakers
- Incorporate "pattern breakers" in welcome emails to keep content fresh and engaging.
- Examples include notes from the founder, flash sales, and personalized messages based on customer segments.