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Gymshark is a British fitness clothing and accessories brand started in 2012 by Ben Francis and Lewis Morgan when they were 19 years old. In August 2020, US private equity firm General Atlantic purchased a 21% stake in the company, taking the valuation of the company in excess of £1 billion. [Source: Wikipedia]

High end brands don’t go around offering 20% off or coupon codes. Here are a couple options in those scenarios.

Membership Club

Membership clubs can feel even more exclusive associated with an already exclusive brand experience. You can offer a permanent 5% off, free upgraded shipping options or early access to new releases.

Free Gift with Purchase

To make this work, the free gift needs to be exclusive and something that the customer can’t get otherwise. Someone who does this really well is Hoonigan. Last year around Black Friday they had a promotion where every order that day received a free lapel pin. The lapel pin was one of their brand cars, but they didn’t tell you which car was going to be on which day. It changed every day, so you just had to always watch and check it. If you wanted that pin, that just became an easy excuse to place an order. This strategy also improved their email open rates.

I consider a successful welcome series around five emails plus a shadow newsletter.

What’s a shadow newsletter?

Let’s say you’ve been operating for two years. You’ve sent out a lot of newsletters, have great social posts or you have a lot of blog posts. Go back through your content library and pick the top 10-15. Then you schedule them to go out every week after that welcome series ends.

To the recipient, this looks like a fresh newsletter, but it really isn’t. The advantage here is that after your welcome series you have weeks of email content. Weeks of building a relationship and staying top of mind. At the end of that shadow newsletter flow you could do another discount offer that expires.

A solid welcome series

  1. Thanks for joining our list, so glad you’re here
  2. Story of how we got started
  3. If you need help at this step, Story Brand gives a great framework to get started.
  4. Social proofs, stories, quotes and reviews from customers
  5. Common questions about the product
  6. Sale or coupon code for the product that lasts 48 hours
  7. Reminder to use the coupon code that expires

If at any point they purchase, remove them from the series. If they don’t purchase, then you can say “Hey, saw you didn’t make the purchase. That’s okay. Do you mind if we put you on our newsletter? If not, here’s the link to unsubscribe.” I promise you, this email will probably have the lowest unsubscribe rate of anything you send. If they don’t unsubscribe, great, that will kick them into the shadow newsletter flow.

It keeps you top of mind and at the bottom of the emails you can always include “PS If you’re ready to buy, here’s a link.”

Pro tip: Always mention that if they have questions, they can just hit reply. It is so important in the relationship building journey.

Recently, Shopify added a tool showing store PageSpeeds, so we have been having even more people reach out worried about this one. Let me be clear, PageSpeed is NOT a good way to measure speed of a store. For example, on my podcast, we ran a page speed test for Gymshark. They scored a six on mobile! A store with a PageSpeed score of six has an obscene amount of cash on hand and is extremely successful by all measures.

There are bigger fish to fry in your business, where you can see more return on your money and energy instead of worrying about PageSpeed. If you put together better email sequences, that’ll get you ten times as much money as lowering your PageSpeed score by a second.

A good and fast site doesn’t hurt. A slow site doesn’t help. I don’t think it is the be all, end all, that it’s been made out to be. Just don’t over-prioritize it at the expense of other higher ROI activities.

Rule of thumb: If your homepage is less than five megs and loads in less than three seconds that’s great!

I anticipate that everything will be happening way earlier this year. People are at home and shopping online vs retail. Shipping is at its peak and there are already delays within the logistical process. Think about your production, inventory and shipping times as we approach the season.

A good target is to start November 1st.

Week 1: dry run your Black Friday cyber week sale for your VIP customers
Week 2: expand the sale to a broader audience
Week 3: tease the sale to your who email list
Week 4: run your sale again

Overall you’ll run your Black Friday sale multiple times in November, but you are doing it through email segmentation.

Klaviyo email automation tip: Decrease the time between your browse abandonment and abandoned cart email sequences. Fire those out a lot faster so that they get it quick and then your abandoned cart sequence will kick into gear.

These tips are just a quick highlight. You can purchase my full Black Friday guide here.

The most important thing you need to consider is how clear it is for the customer that they have taken an action. They clicked and something happened. If I'm drunk, have an eye closed with no glasses on, is it abundantly obvious that an action has occurred when I click add to cart?

The cart options:

  • Cart page: a static landing page
  • Cart drawer: 25% of the screen slides out
  • Modal cart: a pop up in the middle of the page
  • Mini cart: widget that pops out from your cart icon

My preference is a cart page. It’s a clean experience, static and the customer gets directed to the page as confirmation. In Shopify, you can test out each type of cart week to week and see what does best, but in terms of pure conversion rate, a cart page wins.

A cart drawer can be superior based on pure aesthetics. It pops out as confirmation and the customer can continue shopping if they want.

Pro tip: For any of the non cart page options, the customer will need to have an additional step and click to check out. Instead of using the phrase “go to cart” use “go to checkout”.

Shopify theme developer Paul Reda is a collector of Minor League Baseball (MiLB) t-shirts, and has for years hoped MiLB would move to Shopify. And then they did, but they didn't consult him, and now he has mixed feelings about it. Anyway, let's try to buy some Isotopes shirts together. (Paul accidentally filmed his side with a potato. Accidents happen. Sorry!)

A spicy website teardown of Chicago condiment institution Marconi Foods

Watch an ecommerce expert spend $50 on socks in this exciting screencast.

Founded in 2013, Bombas is an apparel brand that originally sold socks and began selling T-shirts in 2019. For every item purchased, a clothing item is donated to a homeless shelter or homelessness-related charity.