Catch The Replay
Nikki Elbaz walked us through the emails subscription sellers should be sending
Nikki Elbaz joined us to discuss the emails that pack the most punch when it comes to subscription selling, including examples of how brands are winning (and sometimes missing the mark).
Nikki is the copywriter behind emails for Shopify Plus, Resident Home, Four Sigmatic, and more. Previously the Head of Email for the Copyhackers Agency, her micro-agency helps SaaS and ecomm brands hit that elusive $1:$40 ROI.
The big takeaway from this session? Pretend to be a subscriber and audit what you're sending.
We had several ideas that came to us during the discussion. You may, too, as you listen along.
Be sure to catch the video replay on YouTube or listen to the audio version on your favorite podcast player.
Psst! She's got a free re-engagement email playbook you can grab on this page.
Session highlights (links go to YouTube)
Timestamps:
0:00 - Intro
4:36 - Nikki's journey to becoming email royalty
6:15 - Why subscription emails are so critical
8:24 - Why you shouldn’t reuse VIP emails for subscription emails
13:01 - Emails to send your subscribers and when
15:22 - Emails to send to non-subscribers
18:54 - Types of one-off campaigns to send
22:37 - What to send to product subscribers
27:12 - What to send to churned subscribers
29:55 - Auditing emails you send to customers who are not yet subscribers
30:00 - Not yet subscriber: post purchase nurture email audit
32:58 - Not yet subscriber: Replenishment email audit
36:41 - Not yet subscriber: One-off campaign email audit
40:45 - Auditing current subscriber emails
40:46 - Current subscriber: Initial order confirmation email audit
42:16 - Current subscriber: Upcoming orders email audit
50:54 - Tip: Don’t send an email with a dead-end
51:14 - Current subscriber: Shipping confirmation email audit
54:13 - Current subscriber: Delivery confirmation email audit
58:02 - Current subscriber: Perk email audit
59:45 - Churned subscribers: Cancellation email audit
1:03:05 - Churned subscribers: Feedback email audit
1:06:14 - Churned subscriber: Winback email audit
1:08:09 - Recap
1:10:44 - How to approach subscribers who continually delay subscription
1:13:24 - The difference between subscription and memberships and how that affects your email planning
1:15:40 - Audit your own email flows
1:22:54 - Where to find Nikki
p.s.
Sometimes success relies on more than just great copy
Combine copy and a super easy conversion flow behind the CTAs in your emails to make their experience with your brand a really positive one.
If you're new to Subscription Ecommerce Live, you may not be familiar with ARPU.
What we do in a nutshell:
Send super powerful shipping soon emails for Recharge merchants (Shopify + BigCommerce).
- Subscribers can add one-time purchases to their orders in 2 clicks, without having to login to an account.
- They can also delay orders in 2 or 3 clicks.
The extra details you'll love:
- These shipping soon emails can be customized to offer specific products or messaging based on the products a customer subscribes to, the renewal count, or both. Check out how you can send these highly relevant messages here.