The Email Echo Strategy: How to Revive 80% of Your Lost Customers
Summary
Most brands leave money on the table by only marketing to active email subscribers. Drew Sanocki breaks down the "Email Echo" strategy—how to mirror successful email campaigns in direct mail to reach the 80% who aren’t opening your emails.
Transcript
I call it the email echo strategy. So this strategy goes back to when you and I were in this business of buying big busted brands, and we'd go into these brands and we'd salivate because we'd see like 5 million former customers in their CRM and we're like, oh my God, we can go to town on this list.
And then we would set a couple filters and we're like, okay, how many of those people? This very rich audience, the audience that knows my brand and knows my product. How many have opened an email in the last 60 days or 90 days or 180 days? And more often than not, you find out it's like 10%, you know, ten, maybe 20 if it's a hot brand.
Happened at Auto Anything, happened at Karma Loop. And so the challenge all of a sudden is like, how do you reach the other 80% that are not opening my email? You know, they've either never subscribed, unsubscribed or are not opening. And so we naturally leaned in direct mail. So we take whatever was working in our email program and we'd echo it into a direct mail program.