If there’s any question that a strong understanding of industry-leading software plus the ability to leverage that software is critical to the success of full-service email marketing agencies, you only need to look to Essence of Email to see the proof in action.
With more than 200 clients in the United States and Australia and 60% year-over-year growth, founder Xiaohui “X” Wang and his team of 30 employees lean on 5 key software platforms to improve clients’ conversion rate optimization metrics.
Software No. 1: Building Audiences
Essence of Email relies on Klaviyo as its primary marketing platform specifically for their email channel. With a laser focus on the needs of e-commerce brands and a product-first approach, Klaviyo helps Essence of Email’s clients build audiences and drives repeat purchases to increase customer lifetime values.
Peter Mann, CEO of Oransi, said the HEPA air purifier company’s email marketing results have been “fantastic” after partnering with Essence of Email and leveraging Klaviyo’s marketing automation and email platform software.
“From the high-quality design that matches our brand to connecting with our customers, we have seen much better results over the big marketing companies we had worked with previously,” Mann said. “by utilizing all the effective features Klaviyo has to offer, our email marketing was elevated to the next level.”
Andrew St. Hilaire, owner and president of SwingSetMall, echoed Mann’s praise, pointing to Essence of Email and Klaviyo as important partners in the success of the playground company’s email marketing efforts.
“We have been doing regular email campaigns in Klaviyo and it’s breathed new life into our email flows — all at a great return,” he said. “Everything looks professional and their team is quick and easy to work with.”
Built for e-commerce marketers to realize their retention strategies, Klaviyo has become an integral part of Essence of Email’s retention marketing services work. t
Software No. 2: Driving Subscriber List Growth
Successfully growing subscriber lists depends heavily on having great ways to initially capture contacts. To set up effective lead-capture campaigns, Essence of Email partners with Privy, which offers an integrated suite of web conversion and email marketing tools — including website features that drive lead generation.
“Essence of Email helped us create attractive popups that helped us increase mailing list subscribers and minimize drop-off rates,” said Veronica Hernandez, digital marketing director at BariatricPal. “They also helped us determine the best discount offers for attracting subscribers.”
Perhaps the most beneficial aspect of Privy is its simplicity and ease of use, all of which come without sacrificing functionality. This makes it a great tool for subject matter experts to get up and running quickly with capturing — rather than losing — leads.
Software No. 3: Maximizing Conversions
All the website visitors in the world don’t automatically translate to revenue — conversions are a must. By incorporating intelligence lead captures, personalized website messaging and audience analytics, conversion platform JustUno supports Essence of Email’s efforts to maximize clients’ website conversions into sales.
JustUno’s logic builder for its onsite targeting suite is just one feature that highlights how deep its functionality is. The builder is flexible and covers many different combinations of default and custom criteria. Plus, JustUno regularly rolls out new, innovative updates.
Ultimately, JustUno’s capabilities help Essence of Email clients to drive lead captures and onsite conversions following email campaigns.
“Essence of Email and JustUno helps us keep our list growing with relevant subscribers,” said 2 Hounds Design President Alisha Navarro.
Software No. 4: Getting the Most Out of SMS
Leaning into the power of SMS messaging is proving to be a smart marketing investment. A very personal channel that allows brands to really connect with customers, SMS is showing strong performance.
Essence of Email incorporates PostScript’s services, which connect well with Shopify and several other apps in a typical merchant’s tech stack. Intuitive and straightforward, PostScript also handles SMS compliance considerations seamlessly.
Though Essence of Email is still in beta testing with PostScript and a handful of clients, the company still ranks PostScript among its top 5 key software platforms — reflecting a positive future for the partnership.
Software No. 5: Pushing Notifications
All marketers know the pain of abandoned carts … if only there was a way to reach out to these potential customers with a gentle nudge to finish their purchase. For Essence of Email, this is when PushOwl enters the picture.
By offering another sub-channel for marketing communication with clients, PushOwl effectively drives conversions, especially on mobile. Simple to use and produces results without heavy investment, one of the biggest perks of PushOwl is that clients can quickly be up and running with it.
Veronica Hernandez said BariatricPal has seen the benefits of Essence of Email’s relationship with PushOwl “to ensure that (Essence of Email) is up on the latest offerings and abilities of the platform,” which has translated to better performance for BariatricPal across a variety of devices.
Building the Right Stack
With 118% average client ROI and a founder who is an official email expert at EcommerceFuel forum, an exclusive community for verified seven figure-plus store owners, Essence of Email is a great example of a company that leverages its stack well — to the benefit of not only its clients, but also its own bottom line.