Email Marketing Mastery: Advanced Tactics for Ecommerce Growth

Hey everyone, Austin Dandridge here. I’m looking forward to sharing some insights from the most recent episode of The Marketing Factor with you.

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Now, let’s get into the latest episode.

Cobble Hill's Senior Email Strategist Shae Fascenda brings her expertise from working with brands to this episode focused on email marketing excellence. In this conversation, Shae shares why your brand should be planning holiday campaigns months in advance and how SMS is revolutionizing customer engagement for ecommerce brands.

Watch the full episode at the bottom of this newsletter, or read on for five highlights from our conversation!

Start Planning Black Friday in March

The best brands use spring and summer sales as testing grounds for their holiday strategies. By analyzing what works during Memorial Day, Mother's Day, and 4th of July campaigns, you'll have a battle-tested toolkit ready for November.

SMS is Non-Negotiable

With a 98% open rate, SMS puts your brand alongside friends and family in customers' message feeds. The data is clear: adding SMS to your marketing mix can double revenue for many brands. As Shae puts it, "If you don't have it, get it. If you have it, use it more."

Keep Your Text Messages Simple

The most effective SMS marketing feels like a text from a friend: brief, personal, and to the point. Skip the long paragraphs and editorial images – quick messages with clear CTAs consistently outperform more complex approaches.

Segmentation is More Important Than Volume

Resist the temptation to blast every email to your entire list. Strategic segmentation based on customer behavior ensures your emails actually reach inboxes instead of spam folders. Quality engagement beats quantity every time.

Your Deliverability Score is Everything

The most overlooked metric in email marketing is where your messages actually land. Before worrying about open rates or click-throughs, ensure your deliverability fundamentals are solid. As Shae notes, "That's where your emails are landing. And that is a huge miss that a lot of clients sometimes aren't taking a look at."

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