In this episode of Mastering eCommerce Marketing, host Eitan Koter welcomes Nikita Vakhrushev, the Founder/CEO of ASPEKT, a digital agency specializing in email marketing for DTC brands. Nikita brings a wealth of experience in helping brands build stronger connections with their customers through targeted email and SMS campaigns.

Eitan and Nikita get into some essential topics around email marketing today, covering how to get emails delivered, keep audiences engaged, and make email a dependable revenue driver. Nikita shares his approach to deliverability, walking through what it takes to get emails into inboxes — from SPF records and DMARC setup to domain warmups. They also talk about the challenge of keeping email lists active year-round to make sure brands are top of mind when key shopping times like Black Friday roll around.

Nikita also explains his approach to finding the right balance between promotional and value-driven content in email campaigns, plus the importance of A/B testing to see what resonates with audiences. He shares how SMS can complement email marketing, especially for products with lower price points where a quick, simple message drives conversions.

For brands looking to grow their email list, Nikita suggests a mix of strategies, from website pop-ups to lead generation through social channels. Finally, Nikita talks about how AI tools like ChatGPT help his team generate fresh ideas and create content that engages customers effectively.

Whether you’re a seasoned marketer or just looking to get more out of email, Nikita’s practical approach to email and SMS offers some solid takeaways for today’s fast-paced eCommerce world.

Website: https://www.vimmi.net 

Email us: [email protected] 

Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ 

Talk to us on Social:

LinkedIn Eitan Koter: https://www.linkedin.com/in/eitankoter/ 

LinkedIn Vimmi: https://il.linkedin.com/company/vimmi 

YouTube: https://www.youtube.com/@VimmiCommunications 

Guest: Nikita Vakhrushev, the Founder/CEO of ASPEKT

LinkedIn: https://www.linkedin.com/in/nikita-v/ 

ASPEKT: https://aspektagency.com/ 

LinkedIn ASPEKT: https://www.linkedin.com/company/aspektagency/ 

Watch the full Youtube video here:

https://youtu.be/2pMf_DyQiSA

Takeaways:

• Email marketing has evolved significantly over the years.
• Technical setup is crucial for email deliverability.
• Personalization and segmentation are key to effective email campaigns.
• A/B testing is essential to understand what works best.
• Maintaining engagement with your email list is vital for success.
• Email should be a mix of content and promotions, ideally 70/30.
• SMS marketing serves as a complementary channel to email.
• Automation can capture free impressions and revenue.
• AI can assist in content generation and idea brainstorming.
• Growing your email list is a continuous process that requires strategy.

Chapters

00:00 Introduction to Email Marketing Evolution

02:49 The Current State of Email Marketing

05:55 The Importance of Email Over Paid Ads

09:06 Testing and Learning in Email Campaigns

12:08 Balancing Content and Promotions

15:04 Growing Your Email List

18:04 Acquisition vs. Retention Strategies

20:56 Integrating SMS with Email Marketing

24:10 The Role of AI in Email Marketing

26:53 Personalization in Email Campaigns

30:12 Final Tips for Email Marketers