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

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