Chris Orzechowski doesn't wear a watch. But that didn't stop him from writing copy for his 2016 luxury watch brand, Filippo his Loreti. This campaign made him his 18th largest Kickstarter campaign at the time, raising over $5 million in just 30 days.
His secret: Before he ever wrote a word, he bought a watch and became a customer he was trying to connect with. He learned what features to ask about, what benefits to look for, and how his purchases made him feel. He understood the journey, he understood sales, he understood the product, he understood the customer.
Chris Orzechowski: Where the two ends of email marketing meet.
Today, Orzechowski is one of the most sought-after email copywriters in the e-commerce world, but he's also an expert on the backend of email marketing. In less than 10 years, he has helped over 200 brands earn over $100 million in revenue through his email campaigns and automated email flows, and thousands of e-commerce brands. He has guided his owners to grow their businesses using his strategies.
His expertise revolves around connecting the front end (like products and copy) and the back end (like email lists and automation) of a business to work together. When his two objectives come together, his growth could be astronomical.
Backend: Revenue per subscriber and email automation
On average, brands earn about $2.80 in revenue for every dollar they spend on social media advertising. Not a bad result, but when you compare this to the average return on investment (ROI) of his email marketing of $36-40, you can understand why Chris Orzechowski focuses all his efforts on the latter.
“What I really like about email is that [it’s] It’s mostly free other than the monthly software fee,” he says. “but [also that] It's instant. “You can send an email and have money coming in within five minutes. It's great to hear that you're in control of your cash flow, your business, your future, your destiny.”
As much as it delivers instant results, email marketing is a long-term game that keeps customers, keeps the iron hot, and increases sales. Once you sell the front end, it should be a catalyst for developing the back end. Whether someone buys something or simply expresses interest, there's work to be done and money to be made. So while ROI is an overall metric, Orzechowski prefers to measure the health of a company's retention program in terms of monthly revenue per subscriber (RPS).
“largely [money] It's not made on the front end. Most of it is created on the backend,” he added. “So, if you ignore this, [metric] And lower revenue per subscriber means there may be immediate revenue opportunities within the backend of your business through retention programs. ”
The key word here is “opportunity”. A low RPS does not indicate a poor business, product, or customer list. Instead, tell them there's a hole in the bucket and you left the money on the table.
Chris Orzechowski's books: Zoom in and out while you sleep
Orzechowski has a simple solution to this backend problem. It's all about automating email sequences. Whether it's a post-purchase sequence to win customers back after they leave, or an abandoned cart sequence to remind them of their interest, automated email flows are simple integrations and tricks. It permanently closes holes you didn't even know existed.
(Chris Orzechowski's book Zoom in and out while you sleep Learn more about his 9 favorite automated email sequences that will instantly increase your RPS and ROI. It's only 100 pages and available on Amazon. )
“Build your abandonment sequence first,” he recommends. “The people who have expressed interest in buying are the ones who are getting the most attention and are the lowest-hanging fruit.”
The best thing about email automation is its long lifespan and low maintenance. Orzechowski says he built the automation for a client in 2017 and is still generating revenue seven years after the client paid for it. He talks about how over time his ROI increases exponentially.
For email senders who worry about “harassing” their customers with too many emails (a common and legitimate concern), multi-million dollar brands It's a brand because it doesn't share those concerns, Orzechowski points out. They don't just send out one newsletter a month. That's a lot of money. They say he sends several transfers a week, which equates to money in the bank.
“If we're successful, we might leave clues behind,” Orzechowski said.
Frontend: Email copywriting
Chris Orzechowski's other area of genius is, of course, copywriting. Tracking the success of something as subjective as writing seems more difficult than tracking something as objective as click-through rate. But Orzechowski says the two are inextricably linked.
“When it comes to copying, simply [saying]“What numbers and metrics are low that you think could be improved?” he says.
Often, the wrong metrics you're measuring reflect buyer resistance or hesitation. Good copywriting (combined with informed sequencing, of course) can tackle these challenges head-on.
“What's interesting is that most of the copy just makes big promises and then deals with the objections that get in the way of sales,” Orzechowski says. “[Copywriting is] just taking [the] It's the same conversation that would take place in a face-to-face, belly-to-belt scenario where we put words down on paper. That's what the best copywriters do best: they can capture the essence of a conversation better than anyone else. ”
This is also his go-to advice for the copywriters, coaches, and mentors he hires. The key is understanding the buyer's journey from discovery to hitting the “buy” button. Writing effective copy requires immersing yourself in their specific needs, questions, and concerns, just as Orzechowski did with record-breaking success for Filippo Loreti.
“People struggle because they never do that. They don't understand the context of that particular market. They don't understand how that market thinks because they're not that market,” says Orr. Rzechowski says. “You have to go out and actually be a customer. You have to be Daniel Day-Lewis. You have to be a method actor here.”
Olchovsky's latest book, moatwhich teaches founders about email, copywriting, customer acquisition offers, and everything else businesses need to grow and expand their brands.
Photo by Chris Orzechowski
