Hi Charm! Can you tell us who you are and what you do?

Hi! I'm Charm and I’m an email & SMS marketing specialist with expertise in Klaviyo. I’m currently based in Sydney and have been working in the industry for almost three years. 

I'm privileged to have worked and collaborated with several digital marketing agencies, serving ecommerce businesses globally. My main focus is on creating engaging and targeted email and SMS campaigns that drive conversions for the brand.

What's your expertise? 

Which tools do you regularly use (Klaviyo, SMS, WhatsApp, Meta advertising, etc.)? Which one of these is your favourite and why?

Number one on my list is Klaviyo. I love how granular the platform allows me to be when creating segments, which is extremely helpful for retargeting campaigns. 

The flexibility of the tools for creating advanced email series is also a key feature for our team. This enables us to take a more personalised approach when communicating with our subscribers. The more data we gather, the more targeted we can be. 

As for SMS Bump, the platform is intuitive and easy to set up. While there are still some limitations when it comes to its features, I believe the company is continuously innovating its app to make it a more powerful tool for SMS marketing.

What was your favourite ecommerce project you worked on recently?

Let me tell you about my favourite ecommerce project: the EHPLabs brand. When I first started working on this project, I saw it as an opportunity to make a real difference. While the brand had a powerful marketing team, I could see that there was a lot of untapped potential in their email marketing.

I started by creating a robust email marketing strategy, starting with the basic email series. I knew that email campaigns were already working well, but we needed to strike a balance between campaigns and series. I revamped the basic email series and created conditional splits wherever relevant to make a more personalised customer journey for our subscribers.

Next, I cleaned the email list by merging all the relevant lists into one, while ensuring that we were suppressing inactive subscribers. Having one source of truth was crucial for us to get a clear picture of our subscriber base.

After implementing these new strategies for just one month, we almost doubled our email marketing revenue, outperforming our BFCM month. It was a remarkable achievement, and it proved that with the right strategy and execution, we could take EHPLabs' email marketing to the next level.

As an email and SMS marketing service provider, I always aim to see opportunities where others see challenges. With a data-driven approach and a relentless focus on customer engagement, I’m confident that we can help brands like EHPLabs achieve their full potential.

Which ecommerce messaging trends do you think will emerge in 2023?

As an email marketer, I have come to realise that messaging always varies from brand to brand. Every brand has its own unique style, and it's important to ensure that the messaging is tailored to the brand's target market. While AI is becoming increasingly popular, it's crucial to remember that it's the brand's voice that matters most.

In today's ecommerce landscape, retention-focused strategies have become increasingly important. Brands that focus on building loyalty and trust within their target market are seeing long-term benefits for their business. 

By prioritising retention over sales, brands can create more meaningful and lasting connections with their customers.

While there are always new strategies emerging in the field, it's important to remember that the old ones can still be effective. The key is knowing when to apply a specific strategy to achieve the desired results.

As an email marketer, I believe in staying up-to-date with the latest trends and developments in the field. However, I also believe that the most effective strategies are the ones that are tailored to the unique needs and goals of each brand. 

By focusing on creating personalised and targeted messaging, brands can build stronger relationships with their customers and achieve greater long-term success.