Ben | Utopian 💭

Email List Manager, Copywriter, and Deliverability Expert
Sharing how I'm helping ecommerce businesses improve engagement and increase revenue through email.

[Ben | Utopian 💭 @benhenken]

In June of this year I left my full time job in education to pursue a different challenge.

One as a freelance email marketer and copywriter.

Here's why I haven't talked about it... 🧵(short)

[Ben | Utopian 💭 @benhenken]

Email systems can get broken quick.

Having someone with outside eyes look over your account is essential...

Currently consulting for a brand whose email revenue dropped massively in the last 30 days.

Turns out their previous email guy broke two or three major flows.

[Ben | Utopian 💭 @benhenken]

Watching Chelsea lose brings me more joy than it should...

[Ben | Utopian 💭 @benhenken]

There's no one deliverability score that you can monitor.

But you can keep an eye on these stats:

Open and clicks (higher is better)

Bounces (need to stay under 2%, anything over 5% is a major red flag)

Spam complaint rates (1 in 1000 is the threshold)

[Ben | Utopian 💭 @benhenken]

Three tips to segment your list...

Identify your engaged audience (opens and clicks)

Identify your active subscribers (active on site)

Identify your customers vs your prospects.

[Ben | Utopian 💭 @benhenken]

Having a world-class skillset means almost nothing if you're not relatable.

But being relatable means almost nothing without a skillset.

[Ben | Utopian 💭 @benhenken]

I helped a client increase open rates, click through rates, rev/recip with simple segmentation.

And we generated an additional $10K without sending any more emails.

You don't need crazy segmentation. Just basic practices.

[Ben | Utopian 💭 @benhenken]

Sending image-only emails?

It's probably killing your deliverability.

Make sure your emails have at least 40% text.

[Ben | Utopian 💭 @benhenken]

There's so much data available to use in segmenting your audience and sending targeted email campaigns.

So why are you still blasting your entire list every time you send an email?

[Ben | Utopian 💭 @benhenken]

Either get out and use AI or get ready to be left behind.

[Ben | Utopian 💭 @benhenken]

Looking for more tips on email...

deliverability
segmentation
strategy
automation

Then sign up for my email list. I send three emails per week with actionable tips and what's working now.

Sign up here and grab my FREE Klaviyo segmentation mini-course

https://t.co/mSZ49Es89V

[Ben | Utopian 💭 @benhenken]

What's stopping you?

[Ben | Utopian 💭 @benhenken]

Your prospect doesn't care about your product.

They care about how your product can help solve their problem.

[Ben | Utopian 💭 @benhenken]

Segmentation doesn't have to be complicated.

Simple segmentation will work wonders.

[Ben | Utopian 💭 @benhenken]

Good morning to everyone with a plan for the week.

Let's go get it.

[Ben | Utopian 💭 @benhenken]

Value in email doesn't mean education.

Value can be inspiration or entertainment.

Think about the emails that you love to read...

What about those emails pulls you in every time?

[Ben | Utopian 💭 @benhenken]

Goldilocks segmentation...

Not enough...

Too much...

Just right!

If you have a smaller list, you don't need lots of segments.

But you can't have zero segments.

Find the goldilocks amount

[Ben | Utopian 💭 @benhenken]

Email marketing isn't dead.

It's saturated.

Which means there are opportunities for brands and companies that can find a way to stand out.

[Ben | Utopian 💭 @benhenken]

Stick to the rule of one when writing an email.

Write to ONE avatar

With ONE theme

And ONE main CTA

[Ben | Utopian 💭 @benhenken]

Getting deep into segmentation isn't necessary for every brand.

But basic segmentation should be a requirement.

[Ben | Utopian 💭 @benhenken]

I'm always amazed at how many brands, companies, newsletters, etc. that are still sending emails to my old college email account.

One that I haven't checked in years...