The Soaring CPA Problem

Hey, Emiel here!

Back with another edition of The Email Standard.

In today's newsletter, we are going to cover:

• The problem that every eCom brand is dealing with…

• My top link recommendations for you this week

• Email of the week

The Soaring CPA Problem

Let’s chat about a headache we're all too familiar with in the ecommerce space: the always increasing Cost Per Acquisition (CPA).

Trying to pull customers into our stores feels like an uphill battle that costs more than just an arm and a leg—it’s a full-blown budget buster.

Ecommerce brands are all in the same boat, dumping cash into paid ads.

Whether it's Meta, Google, or TikTok, it feels like we're just feeding the beast.

And let me tell you, it’s bleeding you dry.

Ad costs?

Through the roof.

It’s like you’re stuck on a carousel that just won’t stop spinning, and every round costs more than the last.

But here’s the kicker: after forking over a small fortune to get folks to your store, you’d expect them to rush to the checkout.

Nope.

Today's shoppers are like magpies—easily distracted by anything shiny and new.

You lure them in, and then poof, they're gone—maybe snagged by a competitor or just lost to the next browser tab.

And if you think catching them again is any easier, guess again.

It often means reopening your wallet, throwing more money at ads, and praying they'll stick to the landing this time.

It’s an endless, expensive loop, with CPA climbing and your margins shrinking.

Now, here's where the magic of email marketing comes into play.

It's not just another line item on your expense report; it's your lifeline.

Email marketing is the tool to break the vicious cycle of skyrocketing CPAs.

With a robust email strategy, you can nurture those first-time visitors, turning them into loyal customers without continuously paying to get them back.

Think about it: with email, you're building relationships on your turf.

You control the message, the timing, and most importantly, the budget.

It's about getting more from your existing traffic, not just burning cash for fleeting visits.

And that’s how you start turning what looks like a financial sinkhole into a sustainable, profitable strategy.

Let’s get smart with our budgets and make email marketing the hero of our CPA woes.

Enough with the ad madness—it’s time to invest in relationships that last.

Top Links of the Week

• This is how your Welcome Series flow should look like (link)

• A great book recommendation for eCom brand owners (link)

• DON’T make these 5 email marketing mistakes (link)

Email of the week

Watch Email Of The Week

Just wanted to showcase a recent hit we had with one of our designs for Honeydew Sleep.

Honestly, I think our team really knocked it out of the park with this one.

Why am I so pumped about it? Well, it starts with the headline. It's all about the allure of a good power nap—who doesn’t perk up at that?

Then, we dive into a neat little text block that connects the dots between taking that power nap and the necessity of a quality pillow, which is exactly what Honeydew offers.

Following that, we laid out three solid benefits of incorporating power naps into your daily grind.

We designed this section to really pop, giving each benefit plenty of room to breathe and catch the eye.

And here's the clincher: we bring it all back home to our products. Let's be real, you're not settling into that power nap on a subpar pillow, right?

This part is crucial because it ties the whole message together—showing off the value but making it clear how our pillows are part of that value equation.

The takeaway here is crystal clear: Always loop your value back to your products.

It’s great to provide value, but if folks don’t get how that connects to what you're selling, what's the point?

All in all, this campaign wasn’t just good—it was a smash hit.

How I Can Help

1. Check out my tweets, which goes in-depth on email marketing on a daily basis (link)

2. Check out my free YouTube videos, with in-depth videos on Klaviyo, specific flows, and much more (link)

3. Are you looking for ways to increase the revenue of your eCommerce brand? Book a call with me now and let’s discuss our Email & SMS Marketing services (link)

or, you can just reply to this email.

I reply to absolutely everybody who replies back to me.

See you next time!

Emiel from The Email Standard