I've Sent Over 1 Billion Ecommerce Emails (these are the moneymakers)

0:00I've sent over a billion marketing emails. And this is across over 300 unique brands showing up in their customers' inboxes. [music] When you've worked with that much volume, you pretty much tested every type of email there is. Some emails will only work for specific [music] brands and offers, but there are a few emails that you can run for every single brand and it prints every single time. Those are the emails that I pay attention to. And over the years, there are a handful that [music] I keep coming back to. So, I've packed six of my favorites to share with you in this video. I'll pull up the actual

0:27emails and why they convert so that you can steal them for yourself. Now, there are 29 of these concepts and I literally do not share this publicly. This is only available in my private community, which has over 350 members. This is because I don't want the whole world to know about them. So, you're getting in on a little secret here. If you want to join this community, then link's going to be below. But, the first email that we are going to be talking about is the store credit email. This is how the email looks right here. It does not look like anything crazy. It's not this crazy,

0:53super sexy designed email. It's an email right here that looks like it's coming from some sort of automated system. It says, "Account email, max@wellcopy.net. Credited to account, $17.63. Expiration date, 11:59 November 22nd, 2024." And you can see it just how long [clears throat] we've been running this for. And all it is is it says, "Hey, you've got store credit, which is about

1:14to expire for good. Here's your account. Here's your accrued credit. Use your store credit now." This was a recent AB test running a regular 20% off offer versus the store credit offer. 10 orders versus one. 9.4% clicks versus 4.7. The subject line saying store credit, 56% versus 20% off, 44%. Best performing email of 2025 for this brand being store

1:35credit was this one right here. Hopefully, you've seen enough proof that this email ramps. Why does it perform so well? Well, everybody has seen the basic 10% or 20% off. And the problem with that is that it's been seen a million times. It's not custom to the customer and it lacks the psychological conversion effect that gets people to buy. Whereas, the store credit email, right here, looks like it's custom to the user because it has this specific amount and it's using the account name, which is just a variable inside your email platform. It stands out because nobody does it and it plays into the

2:05psychological effect of loss aversion. When you say you've credit inside of your account and it's expiring, it feels like somebody is going into your bank account and taking away $17.63 or whatever amount you do. And so, that holds a lot more weight than being like, "Hey, place an order, pay us and we'll give you 10% off." That's why this works so well. And so, how to make this work so well is make it look like it's automated from a store, give it a specific dollar and cent amount that looks random and it's literally just a discount code. You set this up in Shopify, it's just like if you did $20

2:37off, but you just set the amount as $17.63 or whatever you want to do. You could do $4.42 if you're a low AOV brand. It doesn't matter. What matters is the psychological effect telling somebody has store credit has. So, try this out, works every time. Now, let's get to the next email. And the next email is in a category that you probably send a million of, but there's one wrong way to

2:58go about this and there's one right way. This is the testimonial email. Before you click off, it's not just some basic testimonial email. The best kind of testimonial email that you can send is the long testimonial customer story email. This is what it looks like right here. You can see this is just one super long passionate testimonial and that's

3:16pretty much what the whole email is. Now, when people see just three testimonials that are super short, snappy and they don't have any depth to them, they just gloss right over it. They don't know if it's real or fake, there's no emotional sort of connection, there's no talking through pain points or anything. However, if you use one long-form passionate testimonial, this signals so many things. First of all, this is real. Second of all, somebody

3:39went out of their day to write all this. This must mean that this product is good. It takes you through the whole journey of the problem and the solution and how the product got them there. Like in this testimonial, you go through this person's journey trying to find an organic soap, but they couldn't get a good one, and so they always went back to the chemical ones. But then they finally came across this brand right here, and that is why this works so well. You get the ups and downs, you get the full tension, and it just gets people to convert at a much higher rate

4:11than any other basic testimonial email. Now, you may think, are customers actually going to read this all? Yes. Long-form emails typically don't convert as well as short and snappy ones, but for whatever reason, based on the numbers, the longer-form testimonials just end up working and standing out more. So, the next time you're putting together a testimonial campaign, consider using this. Now, let's go to email number three. It's going to be another sale and promotion sort of email, but it's similar to the first one where it's not your basic 10% off. Cuz as we discussed before, basic sales don't stand out, they don't grab the customer's attention, they don't feel

4:41custom to them. So, that's where we bring in email number three, which is the order lottery email. Now, let's take a look at this email. The subject line says, "Your order might be on us." So, that's going to get everybody's attention and be like, "What do you mean? I could get a free order?" And yes, it's hey Jenny, "I've got exciting news. Just for fun, we're going to randomly choose three orders within the next 24 hours to get a full refund. We want to bless some of you. We'll be sending you an email if you win. Shop now." A 10% 20% off is cool and all, but

5:10in reality on most orders, that's just a few dollars, and that doesn't make a massive impact for somebody. But the potential of getting your full order for free rather than a measly 10% off is just much more enticing. So, the chance of getting your whole order for free gets responses from people. The other bonus is that if somebody wins, they're going to be upset if they only spent like $20. So, a lot of times you'll see people spend a lot more because they might get their order for free. And the added little cherry on top is this seems like a nice thing from the brand. Like

5:4010% or 20% off is salesy. It seems like, "Ah, this brand is just trying to get sales off of me." But if you frame it around the lines like, "Hey, like we want to give back to you. Here's a chance to get your order for free." Then, people are like, "Oh, wow. This brand is super nice, and I like what they're doing here." And so, it stands out in that way as well. All these factors mixed together is just why this performs so well. Now, for this order lottery, and then also for the store credit email, check the legalities of this within your state, and

6:06double-check, and do your own research. If you're liking this so far, I have the full 29 best-performing concepts of all time. I'm only sharing six of them with you. It's available inside my email marketing mastery community. You can see right here, we have 350 members. And I actually have a live call with everybody in 54 minutes. You can see we have two live calls every single week. Ask questions directly with me inside the classroom in just one of these right here. You have the best-performing emails of all time. You have custom AI tools right here, like this custom Claude skill, only exclusive in this community. You get new templates coming

6:35out every single month, community to ask questions 24/7, and access to my DMs to hit me up with questions whenever you want. If that's interesting to you, then the link's going to be below to join. Now, let's go on to email number four, which this time, it's not a campaign. This is going to be an automated flow email. And it's a basic flow email that everybody has, which is the cart abandonment flow. However, there's one way that you can make your cart abandon email just absolutely destroy any other

7:00cart abandonment email you put together. And so, that's what this is, and the concept right here is literally just this headline of your order is ready to ship, and using that as your subject line as well. That is the greatest-performing abandonment concept that you can do. Here is an AB test of using just the subject line, your order's ready to be

7:19shipped, versus your cart is waiting. Look at the difference in click rates caused by that, and the different psychology that it has. Then also, the conversion rate increase right there. Here's another example right here. Look at the difference in click rate by having your order's ready to ship compared to forgetting something. And you can see right here the increase in performance. And then also, right here, the increase in conversion rate. It's just a different psychology when you say your order is ready to ship. Most abandonment emails say something like "Forgetting something?" {question mark} or "Your cart is waiting for you." But, that doesn't work because, first of all,

7:50every brand does that. Second of all, you're pretty much reminding the customer that they purposefully left that order behind. When you say "Forgetting something?" it implies that like you have to go back and it's all this work to go start up something. Like you forget a jacket at home. That's like the what you think of in your head is like I forgot something. Ah, it's going

8:08to be so much work for me to go back it. Yeah, yeah, yeah. So, that's why we want to play with commitment bias and inertia. An object in motion tends to stay in motion. You need to make it seem like the customer is already there. They've pretty much already made it. It's just one tiny little piece away. So, when you say your order is ready to ship, it seems like there's a dude in a warehouse with a clipboard just waiting for your final signature. It's like we already got everything. Like no more work on your end. Like your order's ready to ship. So, it just carries a

8:33different psychology where it's this person already made it this far. Like finish it up rather than "Forgetting something?" Hey, restart the process over here. So, literally just that is what I'm talking about here. This is also just a great abandonment email where you have the dynamic section way up at the top of the email so that it catches the person's attention. You have the "Your order's ready to ship" headline. You have some icons here as well with risk reversals for people and then just a ton of great education here on the brand in the product. And so, these little things added up are what make this the best performing

9:05abandonment email that you can do and the best performing concept that you can do. Now, for this next email, we're going to go back to another campaign concept. So, this is a campaign that anybody can send if you are a more high-end brand or maybe you're a little bit more expensive than your competitors. Always a concept that I love to send and that is the our stuff isn't cheap and admitting it straight up that we are not the cheapest option and you can go ahead and find other cheaper options on the market and address that straight up. Cuz that is usually the biggest objection that you get if you're

9:35a brand that costs a little bit more money than competitors. It's literally just it's too expensive. And so what we want to do is we want to use that to our advantage. You change the psychology of it. Cuz when people just look at price, they'll always find there's another option. But there is a reason why you are priced the way you are. And so all you're going to do is you're going to explain that. So here's a creatine brand here that says, "Our creatine isn't cheap." You see it is $39 for this small bag. And then you explain, "Hey, we could make it cheaper. You know what? If

10:02you want us to have a cheaper creatine, let's do it. But then we'd have to make some cuts to the product like losing out on 100% solubility, 100% pure, bloat free, no water retention, and side effect free. And then also, yeah, we could lower costs by skipping out on outside testing which prove the safety of our products. We could absolutely do that. But no, all of our products are third-party tested. And even we provide a certificate of analysis for every single purchase. And so essentially what you're doing is you're explaining why your product is a higher price and why it is worth it into a positive. You

10:32don't cut corners and there's a reason why your product is priced the way it is. If people want the best, they've got to pay the [snorts] best. Like how at my agency Well Copy, we're email, SMS, and retention agency, we're not the cheapest on the market. You could absolutely get somebody for a third of our price. But if you go work with somebody cheap, you're going to get a ton of juniors, you don't get the proven brands that we've worked with and actively work with. You don't get this level of

10:53creatives that we're able to produce. You don't have these case studies that we're able to generate. We are not the cheapest on the market and we tell people that straight up. Yes, go get a cheaper option. But they're going to [ __ ] things up. They're going to cause you frustration. you're going to end up coming back to us. If you are a brand who wants the best of the best, then book a call to work with us. Link as well is going to be below. But that's the same thing that I tell brands when

11:14they're considering working with us. That's how that psychology works for this email. So now let's go to our last email, which is going to be another flow email. So this is going to be an automated email. And again, it's not some special flow that we're sending. This is within the post purchase flow. After somebody buys from you, what do you send them? And one of the best performing emails that you could have is this immediate founder text-based thank you message with a PS upsell or cross-sell. I've tested all sorts of different variations of post-purchase emails. Ones that are branded, ones that are hard cross-sells or upsells, ones

11:45that are designed, ones that don't do any cross-selling or upselling, waiting a day. And what I've found through vigorous testing is that no matter what, across the board, immediately after somebody buys, do not have any time delay, you send this plain text-based email that looks like it's coming from a real person and it's from the founder. So you can see right here, the sender name says the founder's name, so it feels like a friend is reaching out. I just took a leap in this brand to try out this random brand on the internet and immediately I'm getting reached out by a real person. That's why this does

12:13so well. So you reach out from a real person, knowledge the thanks right here, like this is a leap of trust, you give a little bit of brand background that also highlights how your products are made and what separates them. So right here is just like, "Hey, obsessed with finding clean, effective supplements that don't contain any fillers and shortcuts." And that really helps with removing buyer's remorse. And it's just a friendly thing to reach out. But really the secret sauce here is in the PS. It is scientifically proven that people read PS sections more than any other part of any email. People just read this. And so they get warmed up,

12:45they get buttered up, and then you have a PS section which does the upsell where it says, "PS, while you wait on your order, this is my favorite supplement by far to pair with what you just ordered. I guarantee it will multiply your results." Any sort of PS where even if you're just like, "Hey, place another order here." Like, "Hey, if you're not done yet, then you can continue shopping here." That's because a lot of people when they buy a product from a store, they were kind of thinking about buying another item. They were like, "Should I get this other thing?" Then they end up not doing it. Sometimes seeing this is

13:11their extra little oomph to be like, "Ah, screw it. Yeah, I'll go do it." And so by you buttering them up with this personal message right here from a real person, from the founder, making them feel good about their order, right hook, hitting with that PS section that everybody is reading, that's how this works so well. And that's why I recommend every single brand has this and why I push for all of our brands to have this implemented. And those are the six emails right here that I have shared for this video. Now again, I've sent over a billion emails and these are six of the ones that have stuck with me the

13:40most. I've given you these emails and they can operate as templates, so take them and use them. Now once you start implementing that, now you're probably going to have some other questions, such as where do these emails fit across your whole entire email strategy? Because you've still got to decide what people receive when they first join your list. What do you send for people after they buy and outside of these emails? How do you bring customers back? All that sort of stuff. And I address that all in this next video. So, see you in the next

14:01video and appreciate you watching. Peace.