Entrepreneur Sagar KC Shares Key Insights on Optimizing Email Marketing for E-Commerce Growth

Sagar KC, a well-known entrepreneur from Kathmandu, Nepal, and the founder of Emar Media, has carved out a reputation as an expert in email and SMS marketing. With a track record of helping over 50 e-commerce brands generate more than $10 million in revenue, Sagar has honed his skills in driving customer retention and increasing sales through powerful email marketing strategies. In a recent interview, he shared his expert insights on optimizing email marketing to boost business growth and enhance customer loyalty.

The Importance of Regular Account Audits

Sagar believes that account audits are essential for understanding performance and refining strategies. By consistently reviewing account health, businesses can break down key metrics and gain valuable insights into the customer journey from both a high-level and analytical perspective. This is particularly crucial during peak seasons like the holidays or Q4 when customer acquisition is at its height. “Audits should be done regularly, as things can slip through the cracks if not carefully monitored,” Sagar advises. “Taking a step back to review your strategy ensures that you're on the right track, especially as ad spend increases and competition intensifies.”

Focusing on List Growth

One of the most vital aspects of a successful email marketing strategy is list growth. Sagar highlights that businesses should prioritize building an email list through simple yet effective tools like pop-ups and forms. He recommends aiming for a conversion rate of 7-10% on forms and keeping them as simple as possible by using an email-only field. “The less friction there is in the sign-up process, the better,” he explains. “You can always ask for additional details, like first names or dates of birth, later on in the customer journey.”

Evaluating Email Flows and Content

For any e-commerce brand, flows play a critical role in nurturing customers through their journey. Sagar recommends using tools like Klaviyo to assess the performance of email flows against industry benchmarks. He stresses the importance of reviewing every flow and email within those flows to ensure that the right content is being delivered at each stage of the customer journey. Each flow and email should have a clear, singular purpose, such as moving a subscriber from a welcome series to a first-time purchase, and ultimately, to repeat purchasing.

Managing Discounts in Email Flows

While discounts can be an effective incentive, Sagar warns against over-relying on discounts in email flows. “Giving a discount at every action—whether a customer abandons their cart or makes a purchase—can lead to a dependence on discounts,” he cautions. “Instead, it’s important to diversify the incentives you offer, like introducing 'refer a friend' or 'subscribe and save' programs. This keeps the content fresh and prevents customers from expecting a discount every time.”

Campaign Variety and Creativity

Campaign creativity is key to keeping subscribers engaged. Sagar suggests mixing up content types, such as plain text, designed emails, long-form, and short-form messages. Additionally, he emphasizes the importance of mixing informational content with more fun or quirky messaging. “The best campaigns engage subscribers in various ways. It’s not all about pushing products; sometimes a lighthearted message or a fun campaign can go a long way in building a connection,” he says.

Segmenting Campaigns for Maximum Impact

Effective email marketing isn’t just about sending messages to everyone on the list. Sagar advocates for segmentation based on customer behavior. “Not all customers will convert in the same way,” he explains. “It’s important to segment campaigns so that you’re targeting the right customers at the right time.” By creating targeted segments, businesses can send tailored messages that encourage customers to move through their journey—whether it’s targeting high spenders or nurturing non-purchasers to complete their first transaction.

Preparing for Holiday Campaigns

As the holiday season approaches, Sagar advises businesses to segment their lists to reward loyal, high-spending customers, while also targeting those who haven’t made a purchase or are still early in their customer journey. “Holiday shoppers, especially those buying gifts, represent a unique opportunity for brands,” he notes. “It’s crucial to include past holiday purchasers in your campaign strategy. These customers are more likely to return for gift-related purchases, making them an invaluable segment for your holiday campaigns.”

Sagar’s approach to email marketing is centered around precision, creativity, and customer-centric strategies. By focusing on regular audits, growing your list effectively, managing email flows, diversifying campaign content, and segmenting your audience, businesses can maximize their email marketing ROI and foster long-term customer relationships.

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Crunchbase: Sagar KC