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Unlock the Power of Email: How to Boost Your Deliverability and Sales

If you’re an eCommerce store owner, you’ve probably heard this before: email marketing is one of the best ways to drive sales. Why? Because email traffic is up to seven times more likely to convert than cold traffic from social media. And here’s the best part—email marketing doesn’t need a huge budget to get results.

But there’s one thing that could derail your efforts: email deliverability. If your emails are landing in spam folders, all that hard work building your list and crafting campaigns is going to waste. Let’s fix that. Here’s how to optimize your email deliverability and turn your list into a sales-generating machine.

Avoid the Spam Folder: Why Email Deliverability Is Everything

Imagine spending hours on an email campaign, hitting send, and… crickets. That’s what happens when your emails get flagged as spam. Even a solid list and a killer subject line won’t help if your emails aren’t landing in inboxes.

Deliverability is step one. Before you dive into advanced strategies, let’s make sure your emails are showing up where they need to be: front and center in your subscribers’ inboxes.

Keep Your Emails Safe: The DNS Authentication Must-Do

First things first: DNS authentication. I know it sounds technical, but stick with me—it’s important. 

Google and Yahoo have tightened their rules for bulk email senders, and if your DNS settings aren’t authenticated, your emails might not even make it to your audience.

Think of DNS authentication as a seal of approval for your emails. It tells inbox providers, “Hey, this is a legit email. Don’t block it.” Don’t worry, it’s not as scary as it sounds. 

We’ve created free training for Ecommerce store owners who need step-by-step help to get this done. You can get your free copy of the lessons HERE 

Segment Smarter: How to Target Engaged Subscribers

Let’s talk about your list. Not all subscribers are created equal. Some are opening and clicking every week, while others… haven’t engaged in months. This is where segmentation comes in.

Create two segments:

1. Engaged (60 Days): These are the rockstars who’ve opened or clicked an email in the past 60 days.
2. Not Engaged (60 Days): These folks haven’t opened or clicked in two months.

Here’s the trick: email your engaged segment every week. These subscribers are already warm, and keeping them engaged is key to driving sales and maintaining good deliverability.

Win Back Cold Subscribers with Re-Engagement Emails

Now, let’s talk about the “Not Engaged” group. Don’t ignore them! Send your best-performing emails to this segment once a month. This isn’t about spamming—it’s about reintroducing your brand and reminding them why they subscribed in the first place.

Every time you bring someone back into your engaged segment, your overall deliverability improves. And who knows? That re-engaged subscriber might just become your next big customer.

Don’t Blast Your List: Protect Your Deliverability Score

One of the biggest mistakes you can make is sending emails to your entire list indiscriminately. It’s tempting, I know, but it can tank your deliverability score.

Here’s a success story: an Inner Circle member was struggling with poor deliverability on Klaviyo. After following these steps—DNS authentication, segmentation, and re-engagement—their score jumped to perfect. The result? More of their emails reached inboxes, leading to higher engagement and sales.

Better Deliverability = More Sales: The Proof Is in the Numbers

When your deliverability improves, everything else gets better too—open rates, click-through rates, and, of course, sales. 

A healthy email list isn’t just about quantity; it’s about quality. 

And by following these steps, you’re building a list that works for you.

Start Today: Build an Email List That Sells

Here’s your action plan:

1. Authenticate your DNS settings.
2. Segment your list into engaged and not engaged.
3. Re-engage your cold subscribers with your best content.

Don’t overthink it—just get started. 

And if you want more support, join the Inner Circle for advanced email strategies and personalized coaching. Let’s make email your store’s secret weapon!

RELATED LINKS:

Get Our FREE Step-By-Step DNS Authentication Instructions & Checklist

https://thesocialsalesgirls.com/avoid-the-spam-folder-do-this-today-episode-200/

Become a Marketing First store owner.

https://thesocialsalesgirls.com/become-a-marketing-first-store-owner-episode-160/

What happens when you put Marketing First.

https://thesocialsalesgirls.com/what-happens-when-you-put-marketing-first-episode-198/

Double sales without spending more?

https://thesocialsalesgirls.com/double-sales-without-spending-more-episode-146/

New FREE Course

GROW YOUR SALES

(without breaking the bank)

Conversion School is a step by step process to grow your sales,
without spending a fortune on risky ad strategies, or discounting your products.

Works for Ecommerce stores at all stages.

Start getting consistent sales, and see significant sales growth every month.

New FREE Course

GROW YOUR SALES

(without breaking the bank)

Conversion School is a step by step process to grow your sales,
without spending a fortune on risky ad strategies, or discounting your products.

Works for Ecommerce stores at all stages.

Start getting consistent sales, and see significant sales growth every month.

or scroll down to get the highlights

7 Essential Steps to Make Your E-Commerce Site Conversion Ready

We’ve all been there. When sales slow down, our first instinct is to tweak our website, hoping to fix whatever’s stopping customers from hitting that “Buy” button. But often, we’re just tinkering in the wrong places.

The truth? A few foundational steps can make your e-commerce site much more effective at converting visitors into buyers. Whether you’re new to e-commerce or have been at it for years, these steps will help you feel confident that your site is ready to perform.

Let’s dive in.

1. Think Mobile First – Because Your Customers Already Do

Here’s a fact that might surprise you: 80% of your traffic probably comes from a mobile device. Sometimes, it’s even more—90% or 95% when I’m looking at a client’s GA4.

If your site isn’t optimized for mobile, you’re missing out on most of your potential sales. Think about how your homepage, product pages, landing pages, and checkout look and function on a phone. Is the layout clean and user-friendly? Are call-to-action buttons easy to find and tap?

Don’t just check the design—test it as part of your workflow. Before you publish any new content, make it a step to check it on mobile. This applies to emails too—ensure that CTAs in your emails are visible without scrolling.

2. Pop-Ups: Your Secret Weapon for Collecting Leads

Yes, pop-ups. Love them or hate them, they’re the #1 tool for collecting email leads that convert. Why? Traffic that comes to your site from an email is 2-7x more likely to make a purchase than cold traffic.

The key is to do pop-ups the right way:

• Set them to appear after 12 seconds on-site (not immediately).
• Make it easy to close the pop-up with a visible “X” or a “No, thanks” button.
• Offer something enticing, like a discount, free gift, or entry into a giveaway.

Remember, most people need to see a pop-up three times before they’ll sign up. Add a little tab at the bottom of your site so visitors can pull up the pop-up again later.

3. Is Your Homepage Doing Its Job in 5 Seconds?

When someone lands on your homepage, they should immediately know what you sell and whether it’s for them. “There’s no room for guessing in our world. Clarity is everything.”

Ask yourself:

• Can visitors identify what your store offers at a glance?
• Is your messaging straightforward and easy to read, especially on mobile?

Pro Tip: Test your homepage clarity by showing a screenshot to someone unfamiliar with your business—bonus points if they’re 12 years old. If they can’t tell what you sell or what to do next, it’s time for a refresh.

4. Guide Customers with Clear Call-to-Actions

Your homepage isn’t just about showing visitors what you sell—it’s also about telling them what to do next. A clear, specific call-to-action (CTA) makes all the difference.

Think about the one thing you want visitors to do first. Do you want them to shop your bestsellers? Explore new arrivals? Learn more about your products? Highlight this action with a prominent, well-placed button.

“What is the one thing you want people to do when they hit your site? Make it super clear.” CTAs reduce decision fatigue and help customers navigate your site with ease.

5. Turn Your Product Pages Into Sales Machines

Your product pages are your ultimate sales tool. They need to work hard to answer every possible question a customer might have.

Here’s what to include:

• Large, clear images from multiple angles (at least four per product).
• Details that address common customer questions (e.g., “Does it have pockets?” or size charts for clothing).
• Contextual images to show scale (like a quarter beside a piece of jewelry).

“Think about the questions customers would have before hitting ‘Add to Cart,’ and make sure your photos answer them.”

6. Shipping Costs Should Never Be a Mystery

One of the biggest reasons for abandoned carts? Hidden shipping fees. Customers shouldn’t have to add items to their cart just to find out how much shipping will cost.

Be upfront about your policies with a sticky bar at the top of your site. For example:

• Flat-rate shipping (e.g., “$9 shipping on all U.S. orders”).
• Free shipping thresholds (e.g., “Free shipping on orders over $75”).
• Clear notes for oversized or international shipping charges.

It doesn’t have to be free—it just has to be clear.

7. Trust is Everything: The Power of Reviews

Think about the last time you made a purchase online. Did you check the reviews first? Your customers do the same thing.

If you don’t have reviews, start collecting them ASAP. Automate this process by sending an email to customers after they purchase. You can even incentivize reviews for new businesses with a small offer, like a discount code or gift card.

“If somebody sees 100 five-star reviews, that’s way more powerful than if they only see one.” 

Display your reviews prominently on product pages to reassure hesitant buyers.

Keep It Simple and Consistent

These steps might seem basic, but they’re foundational to a high-converting e-commerce site. And remember, conversion optimization is an ongoing process. Over time, we make changes to our websites and don’t always go back to check how they look.

Make it a habit to review your site regularly, especially on mobile. Once you’ve nailed these basics, you’ll be in a much stronger position to turn your visitors into buyers—and boost your bottom line.

And remember, the most common reason store owners don’t hit their sales goals—whether it’s $1,000 a month or $1,000 a day—is simply not having enough traffic. The sales formula is straightforward:

Traffic x Conversion Rate = Number of Orders
Number of Orders x Average Order Value (AOV) = Sales

If you’re an Inner Circle member, take this a step further. Head to the “Get Set Up for Success” unit and work through these lessons:

• Website Essentials
• Brand and Homepage Audit
• Build a Product Page that Converts
• Simple SEO

With the right traffic, a conversion-ready site, and these tools, you’ll be well on your way to achieving your sales goals!

RELATED LINKS

How Kelly increased her conversion rate.
https://thesocialsalesgirls.com/how-kelly-increased-her-conversion-rate-episode-64/

Two Things You Must Remember
https://thesocialsalesgirls.com/two-things-you-must-remember-episode-234/

4 Steps To High-Converting Product Pages
https://thesocialsalesgirls.com/4-steps-to-high-converting-product-pages-episode-232/

The Thing Everyone Forgets About Conversion
https://thesocialsalesgirls.com/the-thing-everyone-forgets-about-conversion-episode-212/

New FREE Course

GROW YOUR SALES

(without breaking the bank)

Conversion School is a step by step process to grow your sales,
without spending a fortune on risky ad strategies, or discounting your products.

Works for Ecommerce stores at all stages.

Start getting consistent sales, and see significant sales growth every month.

New FREE Course

GROW YOUR SALES

(without breaking the bank)

Conversion School is a step by step process to grow your sales,
without spending a fortune on risky ad strategies, or discounting your products.

Works for Ecommerce stores at all stages.

Start getting consistent sales, and see significant sales growth every month.

or scroll down to get the highlights

Create High-Converting Product Pages: Expert Tips from Kate Tilbury

If you’re struggling to convert your site visitors into paying customers, then keep reading. Our brilliant Conversion Specialist, Kate Tilbury, has a knack for understanding what makes people click “buy” on a product page, and she’s sharing her expertise with us. Kate’s going to break down exactly how to create product pages that get visitors adding to cart. 

From Big Brands to Small Businesses: Kate’s Journey to Conversion Mastery

Originally from Canada, Kate now lives in the UK and has been working in e-commerce for over 20 years. She’s worked with some big-name brands and honed her skills in conversion optimization, but she didn’t stop there. In 2020, she decided to take the plunge and launch her own brand, Rowdy Kind, a line of sustainable bath products for kids. Kate grew Rowdy Kind to a six-figure business in just three years before selling it in 2023.

What’s even more amazing is that while she was building her own brand, she was also an active member of our Inner Circle community. She saw a gap in the training we were offering and decided to step up and help fill it. 

“Many e-commerce businesses spend a lot of time learning how to drive traffic through social media, ads, and email marketing, but they don’t spend nearly enough time optimizing what happens after someone lands on their site.” 

Sound familiar? It’s something I see all the time too.

You can have the best marketing strategy in the world, but if your product pages aren’t up to scratch, you’re leaving money on the table. That’s why Kate decided to create a new training module for our Inner Circle members focused entirely on optimizing product pages.

First Impressions Count: Make Your Product Pop with the Perfect Image

Let’s start with the basics—the very first thing your customers see: the main product image. This is the hero of your product page, and it’s got to make a great first impression. “People shop with their eyes,” Kate says. Your main image is what appears on your collection page, in Google Shopping results, in your emails—it’s everywhere!

So, how do you make it count? Kate recommends making sure the image is square, has a clean, plain background, and that the product is the star of the show. “Think about it like online dating,” she jokes. “You want to put your best foot forward and show off your product in the best possible light!”

Say What You Mean: Crafting Clear, Compelling Product Names

Next up is something that might seem simple but is often overlooked: your product names. You want to make sure your product names are clear and descriptive. Kate shared a funny story about a big brand that was getting terrible reviews on Amazon for a travel-sized toothpaste. The problem? They listed it as “Brand X, Flavor Y, 2 oz.” People thought they were getting a full-sized tube and were shocked when a tiny travel size arrived. As soon as they changed the name to “Travel Size Toothpaste,” the complaints stopped, and the positive reviews started pouring in.

So, take a look at your product names. Are they clear? Do they tell the customer exactly what they’re getting? Use customer-friendly language, not industry jargon, and always think from the buyer’s perspective.

More Than Meets the Eye: Using Secondary Images to Sell

Now, let’s talk about secondary images. It’s not just about showing off the front of your product. Kate emphasizes that more images equal higher conversions. “People want to know exactly what they’re getting,” she explains. “They need to see your product from different angles, understand its size, and get a feel for the texture or material.”

Think about it—if you’re shopping online and can’t pick up the product, you need as much visual information as possible to make an informed decision. Show different angles, close-ups, and even lifestyle shots to give your customers a full picture of what they’re buying. According to Kate, the sweet spot is about six images. Any more than that, and it might start to overwhelm your customers.

Words That Work: How to Write Product Descriptions That Convert

Your product description is your chance to really sell the benefits of your product. And here’s the key: focus on benefits, not just features. “Features are great, but what customers really want to know is how those features will benefit them,” Kate says.

Instead of saying, “This suitcase is 20 inches,” say, “This suitcase is the perfect carry-on size for hassle-free travel.” See the difference? One just states a fact, while the other speaks directly to the customer’s needs and desires. Keep your descriptions scannable—use bullet points and make them easy to read. Your customers should be able to glance at your product description and immediately understand why they need it.

Your Ultimate Product Page Checklist: Steps to Boost Conversions Today

Alright, so how do you put all this into action? Here’s a quick checklist based on Kate’s advice:

1. Main Image: Make sure it’s square, with a plain background, and that the product is the focal point.
2. Product Name: Keep it clear and descriptive. Use language your customers understand and that makes them immediately know what they’re getting.
3. Secondary Images: Aim for around six images that show the product from different angles and provide context on size and material.
4. Product Descriptions: Use bullet points to highlight the benefits, not just the features. Make it scannable and easy to read.

If this all feels a bit overwhelming, Kate suggests starting with your top-selling products. Focus on the 20% of your products that generate 80% of your sales. And if you’re gearing up for a big sales season like Q4, make sure your featured products for that period are optimized first. This way, you’re maximizing your ROI for your busiest sales periods.

Transform Your Sales with Simple Tweaks: Start Now

So, there you have it. Some simple, actionable steps you can take to start optimizing your product pages today. Remember, it’s all about making it as easy as possible for your customers to say “yes” and click that “buy” button. If you’re an Inner Circle member, be sure to check out Kate’s full training on this—it’s packed with even more insights and step-by-step instructions. And you can even book a session with Kate, she’s our newest expert coach!

RELATED LINKS:

Join The Inner Circle

https://classroom.thesocialsalesgirls.com/inner-circle-membership

Kate’s startup Ecommerce brand (Rowdy Kind — now sold)
https://www.rowdykind.com/

New FREE Course

GROW YOUR SALES

(without breaking the bank)

Conversion School is a step by step process to grow your sales,
without spending a fortune on risky ad strategies, or discounting your products.

Works for Ecommerce stores at all stages.

Start getting consistent sales, and see significant sales growth every month.

New FREE Course

GROW YOUR SALES

(without breaking the bank)

Conversion School is a step by step process to grow your sales,
without spending a fortune on risky ad strategies, or discounting your products.

Works for Ecommerce stores at all stages.

Start getting consistent sales, and see significant sales growth every month.

or scroll down to get the highlights

I get this question all the time: can artists and creatives really earn an amazing living by selling their products online? The answer is yes, and it’s actually never been easier. 

Today I’m talking with Diane Hill, a designer who has translated her gorgeous paintings and designs into some unexpected (and highly profitable) avenues. Diane has taken her business from zero to multi-six figures, and she’s sharing how she got there, one step at a time. I think it will change how you think about what is possible for you. 

From Art Student to Senior Designer

Diane started studying surface pattern design in England, with a focus on wallpaper. This led her to a placement (a type of long-term internship that occurs during the school year) with a hand-painted wallpaper company that she loved. The only problem was that Diane was pregnant, and after her first week at the new job she had a baby and had to withdraw.

She did, however, stay in touch with the company. They invited her to a party, and she turned up with a hand-painted cushion she had personalized for them. Two months later, she got a call asking if she’d like to do a one-off job, and she jumped at the opportunity.

After that commission, they asked her to work for them full-time. Diane felt like the luckiest girl in the world. Having a baby at a young age didn’t affect her career; it actually drove her to work even harder.

She stayed with the company for seven years and became their senior designer, hand-painting walls in luxury residences, yachts, and hotels all over the world. Then she had her second baby, and the commute—two hours each way—became too much.

But Diane felt she had more to give. She had learned these niche skills and wanted to share them with the world. 

Turning Walls Into Opportunities

During her baby’s 3-hour afternoon nap she would paint murals on the walls of her new home, some of which took a year to complete because of the detail. She asked a friend, a professional photographer, to photograph the murals. Diane built a Squarespace website herself – breastfeeding with one hand and the laptop in the other. Those professional images became her portfolio, and she shared them to her social media account.

Her first post on her private Facebook account blew up, getting shared 250 times. Diane was blown away by the response.

The Instagram Breakthrough

Diane’s BIG break came when someone at Vogue magazine spotted her work on social media, which led to a small feature in an edition with Victoria Beckham on the cover. The images were bold and bright, which she believes struck a chord with people.

So Diane started an Instagram account in addition to her Facebook, and grew very slowly. She  kept posting images each time she painted another wall of her home, and one day she received an inquiry.

It took a couple of years, but gradually things picked up. First, someone local asked her to paint a wall for £300, and she was thrilled. She took a photo, put it online, and another person came along a few months later. Diane put the price up, and that’s how it worked. It grew very slowly.

“I got where I am with really good video on Instagram…even though they were shaky, shadowy, terrible videos. It was the videos that really captured people’s attention.”

A Game-Changing Pivot

In a couple of years, she was back to painting in luxury Kensington and Mayfair townhouses, this time on her own terms, and booked out a year in advance. She was busy, but she was beginning to get tired. Realizing she couldn’t grow her business further because she was just one person, she pivoted to selling prints of her artwork. The shift to print on demand was a game-changer, allowing her to automate her processes and shifting the dynamic of her business completely.

Meaningful Impact, Explosive Growth

Diane was selling prints while still doing murals in 2020 when her second big break came. The Black Lives Matter movement had exploded online, and she could see that people were sitting at home, furious about what had happened. Diane, who is half Black,  decided to create something for charity.

She did it, thinking she could raise a few hundred pounds because, at that point, she was selling only a few prints a month. But her fundraiser went viral—her Instagram account grew from about 20,000 followers to 100,000 followers in a very short space of time.

She sold so many prints, she raised £14,000 ($17- $18k USD) for charity. The prints were priced at £35 each, so they were affordable. She kept it really simple: one size, free worldwide shipping, and a small profit margin.

After that, Diane got noticed by everyone, including her dream company Harlequin, who reached out to her about a licensing deal. Between that and the fundraiser, her revenue jumped from a few hundred to £10k per month.

“It’s about marketing, it’s about visibility, eyes on your work. You could be the best artist in the world, technically able, but if you don’t have the eyes on your work, and if you don’t have good marketing strategy, you’re never going anywhere.”

In hindsight, Diane feels that the key ingredient to her success was a sort of “fake-it-til-you-make-it” strategy.  She didn’t wait until she already had clients to put herself out there as a muralist, she painted her own walls and posted those. By positioning herself as a muralist for hire, she paved the way to becoming just that.

New Products, Broader Horizons

Diane paints on a special, hard-to-find silk paper, and her process videos are so captivating that followers began asking about her materials. Seeing an opportunity, Diane considered ordering paper and brushes in bulk from China to resell, but was nervous about the financial commitment.

She decided to test the waters with pre-orders, which did really well, so she used the money to buy more and did another set of pre-orders, which also sold out. Her starter brush kits and paper selection have grown to a big part of her total revenue.

The E-Book Evolution

Diane could see that the brushes and silk were really helping people, and she loved seeing her customers’ work with them. With the help of her sister, she started writing some blog posts on how to paint chinoiserie, always linking back to the brushes and the silk. While it was rewarding to help fellow artists, she knew she could make it bigger.

The downloadable pdf was born of this desire to give away serious, helpful information. Diane wanted to show exactly which brush and paint she used, how she blended, did the details, and even how to mount and frame the artwork. She wanted to talk about the history and put it all in a beautiful book rather than just a blog post.

Diane launched the e-book last November, pricing it at £25. She created urgency with a limited-time 30% discount. And it sold really well, thanks to an email marketing strategy and social media promotion. She was slightly apprehensive since it was her first e-book, but she sold about 500 copies in the first week. Diane received amazing reviews about how helpful it was.

Her second e-book also started with a blog post about her journey in building a six-figure art business. She created an Instagram post asking, “Want to know how I built a six-figure art business?” Using the ManyChat, Diane was able to send commenters the link to her blog post.

The response was overwhelming, with 5,000 comments on that one post. It was a no-brainer for Diane to turn this into an e-book.

This one was bigger, so she charged more and put significant effort into the marketing. Unlike her first e-book, where the marketing was minimal, she went all-in on this one. Within a matter of weeks, it became her most successful product launch.

What Diane loves about it is that it’s a digital product, so there’s no shipping involved, and it’s 100% profit. It sells her knowledge and genuinely helps people. And it’s highly scalable, because once created, it can be sold many times without additional production costs.

She says it has been game-changing to her bottom line.

Words of Wisdom for Aspiring Artists

Many artists don’t quite think of themselves as businesses. They see themselves with an artist mindset rather than a product business mindset. However, they need to do all the same things that a product business would do. Diane is a believer that all the marketing methods that any other business would use, artists need to use as well because they are selling a product. Diane has gained all of these tools from our course The Inner Circle (link) and applied them to her art business.

A few of her followers have expressed disappointment in Diane’s transition to selling digital products, feeling that she’s stepped out of her lane. What she wants every artist or anyone trying something different digitally to know is that those people will always be there. You have to use your data and look at the numbers to remind yourself that what you do is meaningful to people.

When people appreciate your product with their credit card, it means they see value in what you do. Diane keeps her focus on all the joy she’s putting out, and not on the tiny few who don’t like it.

From Passion to Profit: The Inspiring Journey of Diane Hill

Diane’s journey from a young artist studying surface pattern design in England to becoming a successful entrepreneur is truly inspiring. She leveraged social media for growth, transitioned from murals to prints, and expanded her business through smart marketing and new revenue streams. Her ability to adapt and innovate through the use of digital tools and platforms has allowed her to build a thriving six-figure art business. Her story is really a testament to the power of persistence, creativity, and strategic thinking. 

If you want to see Diane’s work or purchase any of her ebooks you can find them at www.dianehill.co.uk/ or on Instagram @dianehilldesign

RELATED LINKS:

Diane’s Website
www.dianehill.co.uk/

How Artist Camila Prada Gets Paid For Her Art

https://thesocialsalesgirls.com/how-camila-prada-finally-gets-paid-for-her-art-episode-5/

Makers And Designers: Formula For Growth

https://thesocialsalesgirls.com/makers-and-designers-formula-for-growth-episode-65/

Is It Time To Pivot? Here’s How You Know

https://thesocialsalesgirls.com/is-it-time-to-pivot-heres-how-you-know-episode-69/

New FREE Course

GROW YOUR SALES

(without breaking the bank)

Conversion School is a step by step process to grow your sales,
without spending a fortune on risky ad strategies, or discounting your products.

Works for Ecommerce stores at all stages.

Start getting consistent sales, and see significant sales growth every month.

New FREE Course

GROW YOUR SALES

(without breaking the bank)

Conversion School is a step by step process to grow your sales,
without spending a fortune on risky ad strategies, or discounting your products.

Works for Ecommerce stores at all stages.

Start getting consistent sales, and see significant sales growth every month.

or scroll down to get the highlights

The Secret to Selling Out Fast

Wouldn’t it be a dream come true if you could  launch a new product or collection, and have it sell out immediately? What if you could place a new inventory order with 100% confidence that your audience will buy it?

Inner Circle member Morgan Lane Tanner, owner of Foterra jewelry, has a strategy for that. Morgan is a long time eCommerce store owner who sells jewelry made from landscape photographs. Over the years, she’s perfected a method that gets her audience involved in her product launches. The result is that when it comes time to start selling, Morgan sells out. Fast.

Foterra Jewelry’s Scenic Route

Morgan’s journey began in Hawaii. Foterra Jewelry’s core customers are women who love the outdoors and feel a strong connection to nature. These are the people who find joy in carrying a piece of their favorite landscape with them wherever they go. 

The business initially thrived in Hawaii, attracting both tourists and locals who cherished their favorite spots. Now based in the Pacific Northwest, Foterra Jewelry continues to resonate with those who love hiking and have a deep connection to their local mountains and spending time in nature.

Morgan’s pieces allow her customers to take their “happy places” with them, and because of the originality and ingenuity of her concept, Morgan and her husband have built a successful business that supports them.

Blueprint for a Perfect Product Launch

Morgan is an artist, so her business has to balance her creative vision with what her customers will love. In order to avoid alienating her buyers, she has developed a clever strategy to both gauge their interest, and get them excited about new product offerings, before she launches something new.

Morgan often uses this technique when she’s stuck or unsure about how a new design will be received. Whereas with in-person selling, an artist can get valuable feedback from passersby, with online sales you often feel that you’re creating in vacuum. Morgan developed this strategy as a way to get online feedback before investing in creating or buying the product.

The pre-launch strategy starts with engaging the audience to gather their opinions.

The first time she did this, Morgan had been approached by a local nonprofit to design a piece for an Earth Day fundraiser. She wanted to do something special and unique, but was stuck on the design. After some research, she found two charms she loved – one with a wave design and one with a mountain design.

She created two graphics, each showcasing one of the charms, and posted them on Facebook and Instagram, asking followers to vote in the comments. Results were split evenly down the middle.

So she expanded the informal poll to her email list. She sent out a campaign saying, “Something’s coming, and I need your help. Choose which one.” Using a technique from an Inner Circle training, she used buttons to let customers vote. She included graphics of both charm designs, and subscribers could click on their favorite.

The email gathered valuable input but also had an unexpected benefit – it identified who was potentially interested in purchasing. 

Like with the social media poll, the votes in email were evenly split, so Morgan decided to go ahead with both designs. She created a couple of designs using the charms and moved forward with both options.

Next, she guessed that her customers would be delighted to find out if the design they voted for won, so she created a “reveal” Reel to showcase the winning designs. She then sent a similar email to her list, revealing the final charms.

Because people love to give their opinions, all of these organic posts and campaigns had great engagement (likes, comments, votes, etc), and customers appreciate being let in on the creative process. This was great for Morgan, because she reached a lot of her followers without spending a dime on ads.

The Launch Week Hustle

Morgan kept these activities up for a full week, starting on a Thursday and ending the following Wednesday, with the big reveal the day before the official launch. She could have posted even more and spent money on ads, but she chose to keep it organic.

On that Thursday, she teased the collection by showing a bit of the sample-making process through videos and reels. This got people excited as they saw the teasers two or three times before the launch.

When launch day arrived, Morgan sent out emails to her audience and posted on Instagram and Facebook, providing direct links to the new products. She followed her usual launch method, sending emails on the first day and a few days later to her engaged audience. She spent that week talking about the collection nonstop on social media, and contrary to what she might have thought, no one seemed to get tired of it.

By the end of the first two days, Thursday and Friday, she sold about $1,000 worth of the collection. By the middle of the next week, one of the styles was completely sold out.

She quickly ordered more charms to keep up with the demand. The collection was limited edition and lasted for about a week and a half, leaving only about five pieces of one style by the end.

Throughout this period, Morgan continuously posted and emailed her audience, and everyone remained excited. She made sales every day, and the constant communication made her customers feel a sense of ownership and excitement about the collection. 

One Focus, Big Results

Even though Morgan spent a good part of half the month focusing on this one launch, the impact on her sales was significant. If she had spread her efforts over multiple products, promoting different items each week, the results wouldn’t have been the same. She estimated that the focused campaign probably resulted in about a 50% increase in sales compared to a normal week. Selling that many of just one collection was more effective and easier, too, as she didn’t have to constantly switch gears and think about new things to promote.

Morgan found that having a clear focus made it simpler to come up with clever ways to talk about the product. She realized that she could have added more touches, like sending an email a couple of days before the launch, offering a sneak peek 24 hours early, which could have heightened anticipation even more.

Morgan’s biggest takeaway was recognizing the value of her audience’s feedback. Initially, she was nervous about bothering people, but she discovered that customers love being involved and offering their opinions. This interaction created a sense of fun and connection.

Morgan points out that none of her promotional content included her face. Despite this, her customers still felt very connected. She did one face-to-camera story during the launch, announcing that they were almost sold out, which added a personal touch without being overwhelming.

Morgan is now a true believer that engaging with your audience doesn’t have to be intimidating. Simple graphics created in Canva or straightforward posts can be just as effective.

You don’t need to dance on TikTok or share every aspect of your life; maintaining a genuine connection through simple, consistent communication is key.

Beyond New Products

What’s great about this strategy is that it isn’t just limited to new products. In fact Morgan is currently working on a spring sale and is in the pre-launch phase. She’s getting customers to comment to join the pre-launch list, allowing them to shop early. This technique involves getting people on an early bird list. This time, she’s incorporating the ManyChat app to collect emails as well. Without spending any money, she has so far received about 55 comments on one post (which translates to 55 organic emails in just three days).

Morgan says you can even use this launch technique to pull things out of the vault, such as past products, and relaunch them with a new pre-launch strategy. The core principle is building your audience, generating awareness, getting people to click through and engage with your site, and ultimately driving sales. She emphasizes that a pre-launch is essential for any kind of launch. It builds excitement and ensures that people are aware and engaged before the official announcement. She has even found that even those who miss the pre-launch still benefit from the overall buzz and engagement it creates. 

Making It Happen: Engage, Launch, Repeat

Morgan’s success confirms that customer interaction during the pre-launch phase is crucial for achieving sales success. While it’s a bit more work up front, once you see what resonates with your audience, it becomes much easier to create new content. Plus, you can always recycle the posts that performed well. So, it starts with a bit of work, but it becomes a lot easier over time, reducing the mental load as you go.

You can connect with Morgan and see her work at foterrajewelry.com or follow her on Instagram and Facebook @foterrajewelry

RELATED LINKS:

Check out Morgan’s website: www.foterra.com

Nicholas’s strategy to fund his launch with pre-orders will make you watch twice!

https://thesocialsalesgirls.com/nicholass-strategy-to-fund-his-launch-with-pre-orders-will-make-you-watch-twice/

What Happens When You Put Marketing First

https://thesocialsalesgirls.com/what-happens-when-you-put-marketing-first-episode-198/

Become A Marketing-First Store Owner

https://thesocialsalesgirls.com/become-a-marketing-first-store-owner-episode-160/

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