Category: Performance Marketing

Want an email marketer who actually moves your numbers?

Here is the thing. Great email is not about pretty templates. It is about a clear goal, clean data, and a tight test loop that compounds wins.

If you set the job up right, email becomes a reliable profit engine you can read and improve week after week.

Here’s What You Need to Know

Strong email performance comes from three things. A focused outcome you can measure, a simple data foundation that ties clicks to revenue, and a cadence of tests that answer real questions.

Hire for that system, not just a portfolio. You want someone who can set targets, run experiments, and report back in plain English.

Why This Actually Matters

Acquisition is harder and more expensive for everyone. Owned channels give you control and margin when ad costs swing and tracking gets messy.

Email lets you turn attention into repeat revenue. But only if your marketer is working from a clear brief and connected data, not vibes and vanity metrics.

How to Make This Work for You

1. Define the outcome before you post the job

   • Pick one primary KPI for the first 90 days, for example revenue from email, revenue per recipient, or qualified leads from email.
   • Add two guardrails, like unsubscribe rate and deliverability, so growth does not burn the list.
   • Write the target state in one sentence. Example, we want a weekly report that ties sends and flows to revenue with clear next tests.

2. Write a sharp brief and score candidates the same way

   • Share your ICP, current offers, seasonality, and two recent campaigns with results. Ask for a one page plan for the first 30 days.
   • Score on lifecycle coverage, test design, and measurement. Look for a simple learning agenda, not buzzwords.
   • Ask for one sample email and one triggered flow outline. Keep the assignment short and paid.

3. Get your data house in order

   • Standardize UTM tags and naming. Every send and flow should be traceable to sessions and conversions.
   • Track key events that matter to your funnel, like viewed product, added to cart, started checkout, purchased, or booked a demo.
   • Clean the list. Remove hard bounces, suppress inactive segments, and confirm consent settings.

4. Launch a 30 day test plan

   • Set up the money flows first. Welcome, cart or form abandonment, browse or content follow up, post purchase or post signup nurture.
   • Run simple A B tests. Subject line clarity, offer framing, call to action placement, send time, and segment.
   • Write a learning agenda with three questions. For example, which offer creates more qualified pipeline, what subject style lifts clicks, which segment buys without discounts.

5. Make creative that sells, not just looks good

   • Talk to one person. Lead with the problem and the promise. Keep one clear call to action.
   • Use mobile first layouts. Big headline, scannable copy, tappable buttons, fast loading images.
   • Match message to landing. If the email sells the bundle, the page should sell the bundle.

6. Read the numbers weekly and act

   • Use a one page report. What we sent, what we learned, what we will test next.
   • Find the bottleneck. If opens are fine and clicks are low, fix hook and offer. If clicks are good and revenue is flat, fix landing and pricing.
   • Protect the list. If unsubscribes or spam complaints rise, slow cadence, tighten targeting, and improve value.

What to Watch For

• Deliverability Soft and hard bounces, spam complaints, inbox placement. If bounces or complaints climb, reduce frequency, prune inactive contacts, and warm up sends with engaged segments.
• Engagement Open rate and click rate by segment and by template. If opens drop, test subject clarity and from name. If clicks lag, tighten the message and simplify the layout.
• Conversion Revenue per send, revenue per recipient, and conversion rate from email traffic. If traffic is strong and revenue is weak, fix landing page relevance and load time.
• List health New subscribers, activation rate for new signups, churn from unsubscribes. If growth outpaces activation, improve welcome flow and first to second touch content.
• Attribution sanity Compare email attributed revenue to site wide orders with email traffic present. Look for trends over exact numbers and keep the model consistent week to week.

Your Next Move

Write a one page hiring brief today. Define the primary KPI, the guardrails, the first four flows to build, and the reporting cadence. Then run a paid trial project with your top candidate and judge them on learning speed and clarity.

Want to Go Deeper?

Create a simple glossary for your team so everyone speaks the same language. Define your events, UTM tags, primary KPI, guardrails, reporting format, and test log. It sounds basic, but it is the fastest way to turn email into a steady growth channel.

What if the cheapest growth move is already on your site

You pay for the click. The win is what happens after it. Want to know the secret? Small, focused changes to the post click experience often beat bigger media tweaks.

Think about it this way. If the same traffic buys a little more often, every channel looks better overnight.

Here is What You Need to Know

Conversion work is not a redesign. It is a simple loop. Measure the journey, find the bottleneck that matters, run one clear test, then read and iterate.

When acquisition costs rise and audiences get pricier, improving the rate at which visitors act is the lever that compounds across every channel.

Why This Actually Matters

Clicks keep getting more expensive and attention is spread across more places. You cannot always buy your way out. But you can make every visit count.

Here is the thing. A higher conversion rate lowers cost per acquisition, stretches your budget, and gives you room to scale without wrecking profit. It also makes future traffic work harder, because the same budget now creates more customers and more data to learn from.

How to Make This Work for You

1. Get a clean baseline first

• Pick one primary conversion. Purchase, lead submit, booked demo, you choose. Define it clearly.
• Check tracking accuracy. Events fire once, values are correct, no gaps across devices.
• Segment the baseline. New vs returning, mobile vs desktop, paid vs organic. You will spot different problems fast.

2. Map the journey like a funnel

List the steps from click to confirmation. Landing, product or offer view, add to cart or form start, checkout or form complete.

Now note the rate for each step. The biggest drop with meaningful traffic is your highest leverage place to focus.

3. Prioritize with impact and effort in mind

• Go after high traffic pages first. Your hero landing page, your top category, your lead form.
• Pick fixes that are fast to try. Clear headline, simpler form, stronger call to action, faster load, upfront shipping and price info, social proof near the decision.
• Save heavy lifts for later. New templates, new flows, big content rewrites can wait until you bank the quick wins.

4. Design tests you can read

• One change per test when possible. If you bundle many changes, you will not know what drove the result.
• Define the success metric before you start. Conversion rate, revenue per session, or lead quality, pick one primary and a couple of guardrails like bounce and average order value.
• Run long enough for stable results. Look for a steady gap over several days and enough conversions that a small swing will not flip the outcome.

5. Match message to intent

• Align the headline and offer with the promise that drove the click. If the ad or listing said free shipping, say it early on the page.
• Speak to the visitor you have. First timers need clarity and proof. Returning visitors want speed and reassurance.

6. Remove friction that quietly kills intent

• Make the primary action obvious above the fold and again lower on the page.
• Cut any form field you do not truly need. Hint at why you ask for each field to build trust.
• Show total price clarity early. Shipping, fees, delivery window, and return policy reduce anxiety.
• Speed matters. Compress media, delay non essential scripts, and keep the first interaction snappy.

7. Capture value even when they are not ready

• Offer a gentle email or SMS capture with clear value. Early access, helpful guide, or a first order perk.
• Follow up with a thoughtful sequence. Remind, educate, and address questions that block the purchase.

What to Watch For

• Conversion rate. The share of sessions that complete your main action. Track by device and traffic type to spot where to focus next.
• Cost per acquisition. Media spend divided by conversions. As the rate improves, this should drop.
• Revenue per session. The cleanest way to see if changes are truly adding value beyond just more clicks on a button.
• Step rates in the journey. Add to cart rate, checkout start rate, checkout completion rate, or form start to submit rate. This shows exactly where visitors stall.
• Average order value and margin. A lift that comes only from deep discounts may hurt profit. Watch the balance.
• Sample size and variance. Make sure your change is real, not noise. If results flip day to day, keep running.

Your Next Move

Pick your top landing page by traffic and run one clear test this week. Make the value prop and primary action crystal clear above the fold, or remove one friction point in the form. Set the metric, launch, and give it time to settle. Then decide if it goes sitewide or if you iterate again.

Want to Go Deeper?

Look for practical guides on split testing, user research interviews, and writing for clarity. A short round of five user sessions and a simple experiment plan can save weeks of guessing. Bottom line, keep the loop tight and the learning steady.

Feeling spread thin across channels?

Running growth across search, social, email, and content can feel like spinning plates. The secret is a simple system that connects goals, measurement, and testing so every channel earns its keep.

Let us turn that job description energy into a repeatable plan you can run this quarter.

Heres What You Need to Know

Growth comes from three things working in sync. Clear targets, clean measurement, and a tight test loop.

You win when every channel has a job, your data rolls up to one scorecard, and you ship small tests every week.

Why This Actually Matters

Customer acquisition costs are up and attention is scattered. Algorithms reward consistent signals and strong offers, not random bursts of spend.

So if you want predictable revenue, you need clarity on the few levers that move your model and a way to prove what is truly incremental.

How to Make This Work for You

1. Build a simple KPI ladder that ties to profit

• Start with a north star like monthly revenue or contribution margin. Pick one.
• Add guardrails. Blended MER target, payback window, and a minimum conversion rate by device.
• Set channel level goals that ladder up. Examples. CPA or ROAS targets, reach or view rate for awareness.
• Track leading indicators you can move daily. Click through rate, cost per click, add to cart rate, landing page speed and scroll depth.

The bottom line. Every metric should roll into money made or money saved.

2. Clean up measurement and make analysis boring

• Map events from first impression to repeat order. Keep the event names simple and consistent.
• Use one source of truth for reporting and a weekly scorecard. Include spend, traffic, conversion, revenue, and MER.
• Tag every link the same way so you can trust channel splits and creative level results.
• Run A B testing for site and creative. Pre define the primary metric and the stop rule so you avoid test drift.

Here is the thing. If your tagging is messy, your decisions will be guesswork.

3. Give each channel a clear job and a test you can run this week

• Search. Capture demand. Start with exact and phrase on top intent terms and route to the highest intent page. Test one new query theme and one new ad angle.
• Shopping and marketplaces. Win the shelf. Keep feeds clean, titles readable, and images clear. Test price points or bundles on a small set of SKUs.
• Social and creator. Create demand. Lead with problem solution hooks and social proof. Test three hooks on the same product promise.
• Email and SMS. Print profit. Set up a basic lifecycle. Welcome, browse, cart, post purchase, winback. Test subject lines and send time before you touch design.
• Content and SEO. Compound. Publish a helpful guide that answers buyer questions and link it to a product path. Measure assisted conversions not just traffic.

Want to know the secret? One clear job per channel makes budget shifts obvious.

4. Turn creative into a system not a scramble

• Write a simple message map. Audience problem, product promise, proof to back it up.
• Build ads and pages with three parts. Hook, benefit, proof. Then remix formats by channel.
• Run weekly concept sprints. Two new concepts, one iteration of a winner, and one wild card.
• Save learnings in a living playbook. Keep what works and cut what does not.

Trust me, consistent creative beats occasional genius.

5. Fix the conversion path before you scale spend

• Find the top five drop off points. Home to product, product to cart, cart to checkout, and checkout steps.
• Remove friction. Speed, clarity of price and shipping, trust badges, and simple returns.
• Strengthen the offer. Bundles, quantity breaks, or a clear first order perk. Keep it honest.
• Run A B tests you can read in a week. Headlines, hero images, and button copy move fast.

The key takeaway. A small lift in conversion rate makes every channel cheaper.

6. Allocate budget with rules not vibes

• Try a 70 20 10 split. Proven winners, scaling bets, and new experiments. Adjust weekly based on blended results.
• Use guardrails. Stop loss on underperformers, scale winners with step ups, and set a cap on learning budget.
• Report two ways. Blended business results and channel reported performance. Make calls with both views.

Picture this scenario. Your blended MER holds while one channel spikes. You shift budget without tanking the week.

What to Watch For

• MER. Revenue divided by total marketing spend. Use this as the weekly truth for healthy growth.
• CAC and payback. Cost to acquire a customer and days to break even. Faster payback gives you more shots on goal.
• ROAS. Channel reported return on ad spend. Helpful for direction, but confirm with blended results and cohort views.
• CTR and CPC. Click through rate and cost per click. Rising CPC with flat CTR usually means weak relevance or tired creative.
• CVR and AOV. Conversion rate and average order value. Small gains here often beat big changes in targeting.
• LTV by cohort. Value over time for first time buyers from each channel or offer. Use it to justify higher CAC when the payback is real.
• Incrementality checks. Geo splits, holdouts, or phased launches to see what would have happened anyway.

Your Next Move

This week, build a one page scorecard and pick two tests. One creative test and one conversion test. Lock the goal, metric, and stop rule for each. Then meet for 20 minutes every week to review and reallocate budget based on what the scorecard says.

Want to Go Deeper?

Look up guides on cohort analysis, creative strategy sprints, and test design basics. Even a simple sample size calculator and a template for tagging links will make your next month a lot smoother.