Deep Dive Wednesdays

🗣 Running a B2B and want to reach 33,441 DTC Brands? Start here…

Your competitors are winning with these email tactics – are you?

Happy Eid to everyone celebrating today around the world. If you’re not sure what it means, every year, we fast for 29-30 days (depending on the Moon), which is known as the month of Ramadan, and at the end of the 30 days, all the families come together and celebrate Eid, which is known as Eid-Ul-Fitr.

Last week, I promised y’all that I’d be diving a bit deeper into all things email marketing this Wednesday, and I’m writing this on Eid’s morning..had to keep my promise! And if you missed my last email on setting up abandoned cart manually (not checkout abandonment), you can read it here—highly recommend you do!

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Alright, let’s get into it..


Must have flows:

  1. Welcome Email Flow | Buyers Vs Non-buyers

  2. Browse Abandonment Flow | Buyers Vs Non-buyers

  3. Abandoned Cart Flow | Buyers Vs Non-buyers

  4. Checkout Abandonment Flow | Buyers Vs Non-buyers

  5. Post-Purchase Flow | Buyers Vs Non-buyers

Note: if you’re in charge of creating these flows, campaigns, segments, and lists, please name them in a way that’s easy to understand. And the more you keep it organised, the more easier it’s going to be. Make use of tags to access them a lot faster!

Welcome Email Flow | Buyers Vs Non-buyers

Who would enter this flow?

  • Pop-up subscribers | New & repeating customers

  • Website footer subscribers | New & repeating customers

  • You could obviously enable other ways to subscribe such as embedding the pop-up on a dedicated page, etc.

What are the emails you should send out in this flow?

Email 1: Founder’s email

  • If you’re offering 10% discount for example, I recommend the Founders to reach out thanking the subscribers, sharing their story in brief, setting expectations on what to expect further, and then sharing the welcome discount code with the new subscribers. It should be short and sweet.

  • Highly recommend sending a TEXT based email, and encouraging subscribers to reply to this email (you could ask a question), which sends a positive signal to the email service provider (ESP)

  • If it’s an existing customer, then it’s likely that they’re hunting discounts codes

  • If your code is WELCOME10 for example, you can still share it with this set of customers, but you should let each customer use it only once, so even if they haven’t used it previously, they’ll be able to use it this time

  • One more option is not to show the pop-up to your existing customers at all since you’d already have their data

Email 2: Brand story email

  • Use this opportunity to tell your brand's story

  • Highlight your origins, mission, values, and what sets you apart from competitors

  • This helps build an emotional connection with your subscribers

Email 3: Product or service highlights

  • Showcase your best-selling or flagship products, or give an overview of the services you offer

  • This can include highlighting features, benefits, and any unique selling propositions

Email 4: Educational content

  • Provide valuable content that educates your subscribers about your industry, products, or services

  • This could be tips, how-to guides, videos, blog posts, podcasts, Instagram reels, quizzes, etc.

  • This type of content helps to establish your brand as an authority in your field

Email 5: Social proof

  • Include testimonials, customer reviews, or case studies to build trust and credibility

  • Seeing positive feedback from other customers can significantly influence new subscribers' perceptions of your brand

  • I’ve mentioned before what the 3 types of reviews can be primarily:

    • Customers reviews

    • Established sources

    • User generated content (UGC)

Email 6: CTA

  • Alright, while you’ve been having subtle CTAs so far in the previous emails, this is the time you get a bit aggressive in terms of selling

  • You need to have a strong CTA because this would be the last email you send them in this flow

  • Not to worry, you can still email them via campaigns during holidays/offers and get them to buy if they haven’t converted yet

Here’s an excellent breakdown of Welcome Series for the brand Huel. This was done by Khaled Bashir. Highly recommend going through it!

Please note:

  • I figured, if I do a breakdown of all the 5 must-have flows in this email, it would get extremely lengthy, and a lot of y’all might find it overwhelming

  • What I’m going to do is, tomorrow, Monday, Tuesday, and Thursday, I’m going to dedicate the column—Ibrahim’s Nuggets, to the remaining 4 flows in the must-have flow series because I believe emails flows are low hanging fruits, and every single brand should utilise this machine of retaining customers

  • To ensure all of these 5 emails are easy to access, on Thursday’s email, I’ll provide the links to breakdowns of all the 5 email flows

  • This would also give you enough time to execute on the things I’ve shared today, and if you already have these emails set up, please split test (A/B test) your emails in order to improve your open rates and click-through rates

  • Next Wednesday, we’ll talk about all things Meta ads and how to make the most of the learning phase

  • You can split test a subject line and a maximum of 1 variable in the email content simultaneously

  • If you’re A/B testing 2 subject lines, you know which one’s the winner when one of the subject lines has significantly higher open rate

  • For instance, if you’ve tested 2 subject lines for a week and one of them has 65% open rate vs 30% open rate, you can declare the first one as the winner, and repeat this process by testing against a new subject line. Klaviyo (or other ESP tools) can help you with this as well

  • If you’re A/B testing a variable of an email content, you know which one’s the winner depending on the click-through rate (CTR)

  • But why should you test only one variable at a time? (Ex: entire content in the email is exactly the same, but just the copy is slightly different)

    • If you tested the copy and 1x image simultaneously, you wouldn’t really know which one actually contributed towards increasing the CTR—the copy or the image

Hope that was helpful. If you have any questions, feel free to ask here. And if you have any feedback for me, you could just reply to this email.

Thank you.

🗣 Running a B2B and want to reach 33,441 DTC Brands? Start here…