Backbone Blog

Your go-to resource for all things ecommerce email marketing – made for beginners & seasoned pros. Giving you step-by-step guides, strategies & tactics used by top brands to help you strategically and systematically drive more revenue from email marketing.

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Beginner's Guide

to E-Commerce Email Marketing

Kickstart your email campaigns, build email flows & drive revenue from email marketing.

Email Marketing

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Hundreds of insight-packed email marketing tips, ideas & strategies to generate higher ROI from your email marketing. What’re you waiting for?

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Marketing Glossary

There’s lots of industry jargon, but here are the basic terms & concepts you’ll need to know— explained.

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Humanized approach to all of our marketing - what real problems do real people face in their day, how do we make those things easier & explain it in ways they understand?

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Email Marketing Metrics: Unlocking the Power of Data to Drive Your Campaigns

Whether you're struggling with the intricacies of Klaviyo's built-in reporting, drowning in an ocean of dashboards, or simply seeking ways to turn your data into actionable strategies, you're in the right place. We're here to help you navigate the complexities of email marketing metrics and tap into the wealth of insights they offer.

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Email Marketing Analytics and Benchmarking: The Key to Unlocking Your Campaign's Potential

So you've started running email marketing campaigns, but now what? Most DTC brands just collect the data & measure the performance of their email campaigns. But that's not enough. Which email marketing metrics should you look at? How do you analyze your email metrics? What do you do with that data? And how will you actually adjust your strategy to consistently improve your performance over time? It's not what data you have, but how you use the data that will scale your email marketing performance.

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The 1-2 Punch: How to Combine Direct Mail & Email Marketing to Nurture, Convert & Retain Customers

Email and direct mail aren’t competitors; they’re complimentary channels in a smart ecommerce marketing portfolio. Together they can help nurture leads, convert customers and increase customer lifetime value.

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The Guide to Email Marketing KPIs: How to Measure and Optimize Your Email Campaigns

E-commerce brands often leave thousands of dollars of revenue on the table because they don't regularly review their performance & optimize their email marketing strategy based on their insights. Sometimes, something as simple as a different send time or a change in the email layout can create 15-20% more lift in revenue. Sometimes, your email marketing KPIs will help you identify new types of email marketing campaigns that your subscribers engage with more.

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The Ultimate Guide to Different Types of Email Marketing Campaigns

Email marketing is an incredibly important channel to master for any DTC e-commerce business. In fact, with the right approach, email marketing can contribute to a whopping 20-30% of your revenue. It's a great way to retain customers, drive conversions, increase repeat purchase rates, elevate customer lifetime value (LTV), get more customers hooked on subscription products and encourage them to splurge on higher average order values (AOV). But it can feel overwhelming with all of the different types of emails, from email campaigns to automated email flows, that you should have.

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Mastering the Art of Email Marketing: Best Practices for Success

With this guide, you'll be able to get from zero to launched & start driving revenue from email marketing. We'll break down the email marketing best practices, from planning your campaigns to analyzing the results.

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