💰Why Your Store Loses Customers

Hello Sellouts!

I’m finally back in New York and damn it feels good to be back.

Fall weather is in full effect so I took myself on an upstate road trip to pick some apples and seen the trees turn color.

This week’s episode is all about email capture – a somewhat basic step for ecommerce stores but I could count on my hand the small number of advertisers I’ve worked with who have it as part of their paid media strategy.

I want to explore this topic in more detail in future episodes but for today, let’s go over the basics.

Luke

Let’s face it: almost no one buys the first time they see your ad

So instead of chasing every visitor with a "buy now" message, why not focus on building a future pipeline of sales?

Email capture is how you do it.

When you capture an email, you’re doing more than just adding a contact to your list.

You’re securing the ability to keep that potential customer engaged.

And unlike a one-off sale, which might make you feel good for the day, an email allows you to nurture long-term trust.

In fact, email marketing consistently delivers one of the highest ROIs in ecommerce.

But no one really talks about it.

Whether you’ve got 500 subscribers or 50,000, every email is a 1:1 letter to someone who was once interested in what you have to sell.

Without email capture, you’re banking everything in the hope that someone will see your ad and buy now.

Spoiler: that’s rarely how it works.

In fact it’s a guaranteed way to never stop pouring money into ads.

So if you’re not capturing emails, stop what you’re doing and start today.

Here’s how.

How to Capture Emails Like a Pro (Without Relying on Discounts)

Let’s talk tactics.

Capturing emails isn’t complicated, but most brands get it wrong.

That pop-up that says, “Sign up for updates?” Nobody cares about your updates.

You need to offer something people actually want.

Here are a few of my favorite strategies that work:

• Free Gift with Purchase

  • Instead of cutting into your margins with a discount, offer a free gift when someone makes a purchase and signs up for your email list.

  • It doesn’t have to be extravagant – just something that feels valuable. A small item or an exclusive product sample work wonders.

  • People love free stuff, and this is an easy way to make them feel like they’re getting something extra.

  • The best thing is gifting free product will cost you much less than giving away a discount.

• Exclusive Giveaways

  • Everyone loves the thrill of winning something.

  • Set up a monthly or quarterly giveaway where customers enter just by signing up for your email list.

  • Offer something desirable – a best-seller, a product bundle, or early access to new releases.

  • The chance to win is a powerful motivator to join your list.

• VIP Access

  • Create exclusivity by offering email subscribers first dibs on product launches, limited editions, or special offers.

  • Make them feel like insiders.

  • When people think they’re getting something no one else has access to, they’re far more likely to sign up.

• Content That Adds Value

  • Not all incentives need to be product-based.

  • Offer a free guide, tutorial, or resource that’s directly relevant to your audience.

  • Example: If you sell fitness gear, offer a downloadable workout plan.

  • People will gladly trade their email for something valuable and actionable.

What Happens After the Signup?

Congrats! You’ve captured their email!

But now, the real work begins.

Your first email is crucial. It sets the tone for your entire relationship with that subscriber.

Here’s how to make sure it hits the mark:

1. Deliver on Your Promise
   If you offered a free gift, guide, or giveaway entry, make sure that’s the focus of your first email. Make the email simple, straight to the point, so the customer gets what they signed up for.

2. Tell Your Story
   Use your second email to share the story behind your brand. People connect with stories, not products. Tell them why your brand exists, what you stand for, and why they should care. Remember, emails are not about you.

3. Provide Value Before You Sell
   Don’t hit them with a hard sell right away, instead, focus on offering value whether it’s a helpful tip, a product recommendation, or insider knowledge.

4. Nurture the Relationship
   A single welcome email isn’t enough. Create a sequence of emails that gradually introduces your products, shares testimonials, and continues to provide value.

5. Scarcity Offer
   If the customer hasn’t made a purchase, now is your time to offer them a limited offer to drive purchase intent. It could be the last chance on the free gift or a timed discount.

Once the customer goes through this welcome sequence, they go back into the wider list for general campaign sends.

Playing The Long Game

Look, I get it. Sales are exciting.

But if you’re only focused on immediate conversions, you’re playing the short game.

Email capture sets you up for long-term success.

It gives you a direct line to your customers and allows you to build a relationship that leads to consistent, repeat sales.

So next time you’re running an ad campaign, ask yourself: “How can I get their email?”

Because once you’ve got that, you’re no longer hoping for a sale, you’ve got a direct customer relationship.

Remember, it’s cheaper to capture an email today than to pay for another ad tomorrow.

See you next Monday,

Luke

P.S. It's worth adding email sign-ups as a conversion event on Meta or Google buuuuut that’s a conversion for a future episode. To receive that guide, make sure you’re subscribed.

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