Best Practices For Ecommerce Messaging

Messaging clarity is a hard thing to master as a Product Marketer. But there's another thing that's even harder. Messaging prioritisation. When a product has a massive footprint, it's tempting to flood prospects with a barrage of value propositions. But "more" isn't always "clear". More messages increases the cognitive load on the buyer's end. They struggle to frame a memorable pitch in their heads. Apple understands this well. When I opened a mac on display at an electronics store a week ago, it prompted me with a little advert on why I would love the machine. The messaging didnt involve convoluted specs. Nor did it convey any fancy over-the-top marketing shpeal with big words like "Revolutionize". It had 6 top buying factors, written in plain English with an option to learn more. That made the pitch succinct and memorable. ❌ "5.5K mAh or 58 Whr". ✅ "Go upto 22 hours unplugged." ❌ "Unparalleled top-notch security". ✅ "TouchID keeps you protected." ❌ "The all-in-one machine" ✅ 6 easy-to-read reasons to buy. Message prioritisation starts by understanding the hierarchy of user needs. A few ways to uncover the messages that will likely resonate the most: 1. Ask customers about their buying factors. - What sold you on our product? - What was your old solution missing? - What capabilities are essential to you? 2. Inspect churn reasons. - Why do good-fit customers leave? - Have we fixed those problems now? - What was a frequent deal breaker? 3. Track usage data & reviews. - What capability is used by most users? - What capability is used most frequently? - What aspects do our customers praise? Triangulating the most valuable (and ideally, differentiated) capabilities and product aspects helps prioritise the messages you want to front load at the moment of purchase. -- How do you prioritise your messaging?

I've been an eCommerce email marketer for 18 years. 7 of those years have been leading a Klaviyo Elite Agency. If I had to train a retention strategist new to the game, these are the top 5 things I'd teach them to make them a top 1% marketer. 1. Deliverability 🏗️ Your strategy counts for nothing if your subscribers don't read your emails. Think of deliverability as the raw materials that go into building a house. Without them, everything will collapse. You should understand email authentication (SPF, DKIM, DMARC) as well as how to set up a custom sending domain, along with when it makes sense to use a Dedicated vs Shared IP. Once these fundamentals are in place, you need to diligently track signals using monitoring tools (Postmaster) as well as ISP-level engagement to make sure your messages are being delivered. 2. Customer Journey Mapping 🗺️ Before you create email strategy, you need to understand eCommerce as it pertains to the customer journey. Learn about traffic, conversion rates, and retargeting strategies. Only once you grasp the fundamentals of these components and how they are all intrinsically tied together are you qualified to propose a strategy to a brand. 3. Unit Economics 🏦 Discounting and misaligned financial strategies are where eComm brands go to die. The truth is that you will be ahead of 99% of marketers in the space if you understand COGS, shipping fees, and basic P&L literacy. There is nothing more off-putting to brand owners than blanket strategies proposed to them that don't understand this aspect of their brand. 4. Cohort Analysis 📊 This ties in to 2 & 3 on this list. You need to deeply understand when customers come back to buy as well as when they churn to time your campaigns and automation accordingly. It's also critical to know when to consider other channels to bring customers back as the likelihood is they'll churn over email after a certain period of time. 5. Segmentation 📈 Even though automation is important, campaigns are the biggest lever we can pull to drive incremental revenue. And segmentation is the underpinning skill to master that determines the uplift you're able to generate. Go too broad, you'll destroy deliverability. Too narrow, and you'll needlessly increase production costs and reduce ROI. This is an ongoing component to master that requires constant tweaking and monitoring. Luckily, if you master the business skills outlined in steps 2-4, you'll be much more in tune on who to send each campaign to and at what time than most marketers. _________________ What did I miss from the above and what would you also include? #emailmarketing #ecommerce #klaviyo

Most online stores stop talking to their customers after they buy something. Big mistake. The best brands don’t just get customers. They keep them. Here’s a simple, effective post purchase email flow that actually works: • Day of purchase → "You're in!" (Welcome them, confirm they made a great choice, and let them know what to expect) • 1 days after purchase → "How to get the most out of [product]" (Help them avoid buyer’s remorse by showing how to use it properly) • 2 days after purchase → "How others are enjoying the [product]" (Help them spark ideas on how to best use the product) • 4 days after purchase → "Quick tip to make [product] work better" (Solve common friction points before they happen) • 6 days after purchase → "Here's what most people miss about [product]" (Share an insider tip that makes them feel special) • 8 days after purchase → "The results you should see by now" (Set expectations + build confidence) • 10 days after purchase → "Ready to level up your [product] game?" (Introduce complementary products naturally) • 12 days after purchase → "Did you discover this [product] feature yet?" (Keep them engaged + showcase advanced uses) • 14 days after purchase → "Are you loving it?" (Check in. If they’re happy, ask for a review. If not, offer help) • 16 days after purchase →"A quick note from our founder" (Build connection + share your mission) • 18 days after purchase → "Join the [brand] community" (Invite them to your social channels or VIP group) • 21 days after purchase → "You're part of the 1% who..." (Make them feel special + introduce loyalty program) • 24 days after purchase → "Your next favorite thing is waiting..." (Recommend something they’ll love based on what they bought) Most brands forget about their customers after the sale. The best brands don’t. The key? Each email solves a problem or adds value. No random "check out our sale" messages. They focus on them, nurture them, and work towards the 2nd sale. Because the 2nd sale is where you profit. That’s why they win.

I've generated nearly 9-figures in revenue through SMS Marketing for brands. Here's everything I've learned 👇 1. Avoid sending nurture content. No one wants a 3-paragraph life lesson on text. These messages get the highest unsubscribes in my experience. Save that for your blog or your email list. Use SMS strictly for important messages: – New drops – Low stock alerts – Restocks – Flash sales 2. You don’t need complex SMS systems. The exact SMS setup that generated $500k/mo for a client: We sent an average of 1.5 sms campaigns per week. And we had these simple automations:  – Welcome flow: 3 texts – Site abandon: 1 text – Browse abandon: 1 text – Cart abandon: 1 text – Checkout abandon: 1 text – Winback: 2 texts – Back-in-stock: 2 texts That’s literally it. Don't get overwhelmed, a little bit goes a long ways with sms. 3. SMS is NOT email. You can get away with 4–5 emails a week. With SMS I prefer a max of 2 per week. It’s more intrusive, more expensive, and more risky. If you are scaling hard on acquisition and new traffic, I'm cool with sending daily texts to your non-buyers. But be really careful with your buyer segments. Send to them less often and only on important events. 4. Your texts should be boring as hell Avoid including images, emojis, and long messages Texts with images cost 3x more than without... and they never generate 3x the revenue to justify the increase costs. Keep every message under 160 characters. If you go over 160 characters, you’re charged twice as much. Avoid emojis. They take up 30–50 characters each, eating up your already small amount of character space. With all these restrictions, your messages should be pretty plain. But these plain messages will deliver you the best ROI. 5. Send times – Avoid early mornings (before 10am) – Avoid late nights (after 7:30pm) – Midday (11am–2pm) and post-work (5–6pm) hit best – Flash sale final calls work great at 6:30–7pm Every list is different, but in general these hold true. 6. Pop-up forms need to be done right Don’t ask for phone + email on the same step... that's viewed as too much work for the customer and they will close out of the form. Split your steps. Ask for email first. Then ask for the phone number with copy, “finish signing up with text to activate your discount” Do NOT push for “get SMS-exclusive deals”... The first one feels required. The second one feels optional and will get much lower opt-ins.. Big difference. 7. You don’t need to hyper-segment SMS. There’s no spam folder or deliverability to worry about like you do with email. Just blast your sms list and exclude dead weight (people who haven’t been active on site or clicked in sms in 12 months+). Keep it simple and you'll print.. Final thought: SMS works best when it’s simple. Don't overcomplicate it. Less sends, less segmentation, and only send stuff when it's important. Just tell them what’s dropping and give them the damn link.

The highest ROI marketing message isn't a clever campaign. It's simply recommending the right product at the right time. Most ecommerce brands rely on basic "customers also bought" algorithms that miss the crucial element: timing. We recently analyzed purchasing patterns for a home goods brand and discovered: - Customers who bought sheets had an 82% likelihood of buying pillowcases...but not for 27 days - Customers who bought dining tables looked for chairs within 72 hours - Customers who bought rugs didn't look for furniture until 45+ days later By aligning their cross-sell flows with these natural buying windows, they saw: - 47% higher click rates - 28% higher conversion rates - 18% increase in average order value The key wasn't better creative, copy, or subject lines. It was simply respecting the natural progression of the customer's buying journey. Timing isn't just a factor in cross-selling. It's THE factor. Is your cross-sell strategy based on data or assumptions? #Ecommerce #MarketingAnalytics

"We built an amazing product. Why isn't anyone buying it?" This question haunts founders more than any other. The answer usually isn't about the product—it's about the messaging. When I audit struggling startups, I consistently find they're talking about features instead of benefits, themselves instead of their customers, and what their product does instead of what their users need. I'll use Upwork as our example throughout this post—a platform that transformed how it speaks to customers by focusing on outcomes rather than features. Ready to make the pivot? Think of your messaging as a house with a strong foundation and clear structure: The Messaging House Framework 1. Start with prospect pain points (the foundation)  → What's no longer working for your customers?  → What are they struggling with daily?  → What's costing them time, money or peace of mind? Example: "I run through dozens of freelancers for every project. I'm struggling with reliability and trust in my workforce." 2. Articulate desired outcomes (the first floor)  → What's their desired arrival point?  → What do they want to accomplish?  → What would success look like to them? Example: "I want to build my business. I wish I could get access to freelancers I can count on." 3. Address concerns proactively (the walls)  → What makes this change difficult?  → What objections will they have?  → What do they need reassurance about? Example: "How long does it take? Are they any good? Can they work on a project basis?" 4. Deliver key messages & proof points (the roof)  → How does your product help achieve their desired outcome?  → What specific evidence proves your claims?  → What social proof can you provide? Example: "Select and hire vetted freelancers in minutes without complex contracts for project or continuous work." 5. Frame it all with a benefit-led statement (the chimney)  → A clear, concise statement that ties everything together  → Focuses on benefits, not features  → Speaks directly to their desired outcome Example: “Build your business with vetted freelancers" The most successful startups I work with don't just build this messaging house—they live in it. And use the language of their customers in their messaging. Every team member can articulate these elements, ensuring consistent communication across all touchpoints. When was the last time you reviewed your messaging framework? Does it speak to features or benefits? Share your thoughts below 👇 ♻️ Found this helpful? Repost to share with your network.  ⚡ Want more content like this? Hit follow Maya Moufarek.

This is what 7-figure ecommerce brands do... That 6-figure brands don't: They don't just sell - they scale by design. And it's all down to the focus they put into their infrastructure. They invest early in identity, intent and retention... until that foundation starts to compound. Here are a few behaviors I've noticed that set these brands apart: 1. They capture identity early ↳ Smart capture moments from the first visit ↳ Exit flows that surface intent ↳ Landing pages that map to both source and behavior 2. They track buyer vs. browser behavior ↳ Scroll depth, time on site, return frequency ↳ Key signals like add-to-cart or size filtering ↳ All synced into first-party tools 3. They prioritize their attention ↳ Lead scoring in real time ↳ LTv-based VIP lists ↳ Triggered flows based on value and timing 4. They communicate based on intent ↳ High-intent paths fast-tracked ↳ Educational journeys for newer visitors ↳ Smarter, not louder 5. They treat retention like a sales channel ↳ Automated churn recovery ↳ Personalized winback messages ↳ Alerts tied to risk signals 6. They align offers to persona, not just product ↳ Persona-driven bundles and copy ↳ Campaigns mapped to need, not SKU ↳ Use Opensend-style personas to shift messaging 7. They unify identity across channels ↳ Resolution across web, email and ads ↳ Device-to-person continuity ↳ Clean syncs across Klaviyo, Meta, Postscript and more 8. They scale systems, not just spend ↳ Behavior informs every channel ↳ Traffic turns into signal ↳ Automation does the heavy lifting These aren't hacks. They're fundamentals most brands skip in the early stages, until it costs them. At Opensend, we've designed things to fit into what you're already doing, Without starting from scratch. Just a way to bring clarity and scale to your growth, With identity quietly doing the heavy lifting underneath. 📌 Save this if you're planning your next phase. Follow me, Francesco Gatti, for more on ecommerce growth.

More messages don’t drive more results. Better timing does. ⸻ Research shows: Contextual, behavior-based timing can increase conversion by 2–3x Over-messaging leads to higher unsubscribe rates and lower engagement Clients are significantly more responsive to messages aligned with intent ⸻ In sexual wellness, timing is even more sensitive. Because engagement is: Private Intent-driven Situational ⸻ Sending more messages creates: Fatigue Annoyance Disengagement ⸻ Sending the right message at the right time creates: Relevance Trust Action ⸻ High-performing brands optimize for timing: Triggered emails Behavior-based notifications Lifecycle-based communication Context-aware outreach ⸻ There is also a psychological effect. When timing feels right, clients: Feel understood Engage more Convert faster ⸻ Another key factor is respect. Good timing respects attention. Poor timing consumes it. ⸻ At V For Vibes, communication is not about volume. It is about precision. Because in this category, relevance wins. And relevance is driven by timing. #SexTech #MarketingStrategy #Ecommerce #ConsumerBehavior #CustomerExperience

Last week I was talking to the founder of a baseball apparel brand, who was doing north of $1m PER EMAIL CAMPAIGN; which was both a reminder to me, and at large, to make sure not to sleep on email. If you’re in the world of e-commerce / consumer you know the stat that email is your “highest ROI channel,” yet it still surprises me how many brands are wildly under-optimized on their email and SMS channels. As someone who has gone through the often painstaking effort of setting up various flows and send logic (if a customer abandons cart, send this email after X hours), I get it. It can seem overwhelming and a near full-time job to just get email working. One of the challenges of a catch-all email provider (think Mailchimp) is that it’s great at sending email, but not optimized for the needs of an e-commerce brand. That’s where I like a platform like Omnisend. Here are a few things they do that make it easier for you to get running on both email and SMS: - Pre-built flows: you don’t need to design these from scratch as they have flows, templates and logic to work from. - Smart segmentation: Not everyone on your list should get the same email. You’ve got people who’ve bought once, people who buy every month, and people who haven’t opened an email in a year. With Omnisend, you can build segments based on behavior (opened, clicked, purchased), location, spend, and more, so you’re sending the right message to the right group. I made the mistake of blasting campaigns to my entire list early on…which was not helpful. - SMS fully integrated: so you can send email + sms campaigns seamlessly, without switching providers - Popups and exit intent: if you’re spending to drive traffic to your site, you’re hurting yourself by not capturing and building as big an email list as you can. Doing so requires testing a bunch of different styles and offers (immediate popup, exit intent, sticky) as well as different offers. Once again having one click ways to test this out is awesome. Also their pricing is better than what some other providers offer and they have an industry-leading $68 ROI. #marketing #emailmarketing #omnisendpartner