Buyer Acquisition: If the Math Doesn't Work, Your Advertising Doesn't Work

Whether you’re a new entrepreneur trying to win over your first ten customers or a seasoned veteran acquiring your 10,000th, customer acquisition never stops being relevant.
But for many business owners, sales can be unpredictable and gaining new customers can feel like a game of chance. 
If you want to grow your business consistently and profitably, you need to think of customer acquisition not as an outcome but as a process—one that considers how you can systematically acquire new customers, the cost to get them through your door, and how much money each one will spend with your business.
Table of contents

What is customer acquisition?
Calculating customer acquisition cost (CAC)
Paid advertising
Influencer sponsorships
Email marketing
Referral programs
Traditional advertising
Search engine optimization
Create an online audience

What is customer acquisition?
What is customer acquisition?
Customer acquisition is the process of finding and persuading prospective customers to buy from your business in a way that is both measurable and repeatable—not random.
Customer acquisition happens in stages, which are often visualized as a customer acquisition funnel:

The customer acquisition funnel visualizes the journey a potential customer takes. 
Marketers and entrepreneurs often discuss the funnel in three main stages:

Top of the funnel (awareness). At this stage, your goal is to generate awareness and leads amongst your target audience. Typically, you’ll focus on a large, broad audience that may be interested in your company’s brand or products but without a definite intent to buy. A baby brand may use the hashtag #nurserydesign on Instagram to expose its posts and products to those looking to decorate their nursery. 
Middle of the funnel (consideration). Prospective customers that move from the top of the funnel to the middle have usually taken an action that shows they are considering a purchase, such as signing up for an email list or following your brand on social media. It is now up to you to convince them to become customers. 
Bottom of the funnel (purchase). This is the final stage a prospect goes through before they convert into a customer. Usually, they have taken some action that indicates a strong intent to buy, whether it’s adding a product to their cart or signing up for a free trial. Businesses will often send incentives, like a discount code, at this stage in order to convert prospects who are close to making the decision to buy.

There are many different ways a business can go about finding and converting these new customers, especially online. With digital marketing, it has become easier to track exactly how your business acquires new customers, discover and test new marketing tactics, and scale those that work.
How do you calculate customer acquisition cost (CAC)? 
Almost every new customer comes with a cost that can be calculated based on the marketing effort put forth to acquire them.
In order to know whether your customer acquisition efforts are working, you will need to understand how to calculate your customer acquisition cost (CAC).
Your customer acquisition cost is the cost of marketing divided by the number of new customers acquired.
For example, say your Instagram page brings in 50 customers a month and you spend $500 creating content. Your customer acquisition cost would be $10:
Marketing Spend ($500) / New Customers ($50) = CAC ($10 per customer)
The reason businesses calculate their customer acquisition cost is to understand if their marketing approach is profitable. Using the above example, if each customer is spending $50 on average on their first purchase from your business and your gross margin on each order is 50%, your profit would be $15 on each order.
Average Order Value ($50) x Gross Margin (50%) – Customer Acquisition Cost ($10) = Profit ($15)
For brands with a higher customer lifetime value, it may even make business sense for their customer acquisition cost to not be profitable on the first purchase. If your customer data tells you that the customers you acquire will likely continue buying from your brand after their initial purchase, you may be able to afford to spend more to acquire each new customer.
By using Google Analytics, Shopify Reports, and other tracking/reporting tools, it’s possible to know your customer acquisition cost for each marketing initiative. Experimenting with different customer acquisition strategies, and attributing the results, is the key to unlocking new ways to grow your business.
Let’s explore some of the customer acquisition strategies you can use to grow your business and how to prioritize them. 
7 customer acquisition strategies (and how to use them) 
1. Use paid advertising 
One of the most common ways to acquire new customers is through online advertising. The reason many ecommerce brands turn to Facebook, Google, and other platforms to run ads is that they provide extensive measurement tools that allow you to optimize your ads and get the most out of your budget.
When it comes to online advertising, Facebook Ads and Google Ads are among the biggest providers for paid traffic. But almost every other social platform, marketplace, or search engine you can think of offers the option to buy ads, so deciding which one to use is a matter of understanding who your customer is and where they spend their time online.

Makeup brand Glossier uses social media ads to find customers online.

Although each paid advertising platform has its particularities, they mainly all charge for user impressions (how many times your ad is seen), using a metric called CPMs (cost per one thousand impressions).
They also usually allow advertisers to choose who they want to target, based on demographics, interests, and other traits. By using these targeting parameters provided by an online advertising platform, you can narrow in on prospective customers and acquire them through paid ads. 

Fast growth. If you’re looking to rapidly scale your business, some would argue the quickest way to do it is by paying for traffic. Your business is guaranteed to get exposure, and with the right strategy and optimization techniques, businesses have been able to quickly increase their budget to acquire customers rapidly. 
Targeting abilities. One of the great advantages of paid ads is the ability to choose exactly who your ads are shown to. With Facebook Ads, for example, you can use Interest and Behavior targeting to reach practically any unique niche based on user behavior on the platform. 

Potential pitfalls

Expensive. There is an ongoing discussion about the rising CPM costs year-over-year of popular online ad platforms like Facebook, due to algorithm changes and competition. While it’s still possible to acquire customers profitably, brands may need to work on improving their website conversion rate, customer retention, and average order value to offset the rising costs of advertising.
Learning curve. Running paid ads isn’t rocket science, but the intricacies of the platform might be enough to intimidate those without experience. Luckily, we have free video courses that cover both the basics of ad platforms like Facebook and Google, as well as blog posts that get into the details of optimizing and scaling your campaigns. 

Good for

Businesses with a budget. Most advertising platforms don’t require upfront payments or minimum spends to access their audiences, but that doesn’t mean they’re cheap. Being successful at paid ads requires testing different creative variations, audiences, and overall strategy in order to be profitable, so those who have some money to invest in marketing will benefit long term. 
Businesses with creative assets. One of the key factors to success with paid ads is having the right creative that can attract new customers to your business. If your brand has an archive of photos, videos, and copy that can successfully introduce new people to your product and convert them into paying customers, you might want to consider putting some money behind them. 

2. Negotiate influencer sponsorships 
If you have a marketing budget, one of the quickest ways to get your product or brand in front of a relevant audience is by paying someone with an online following to promote it for you. Influencer marketing (through Instagrammers, YouTubers, bloggers, etc.) has become a popular form of online advertising, even rivaling referrals from real-life friends, according to a survey done by Twitter.
The success of influencer marketing involves finding the right influencers to promote your product. The challenge is identifying those who have an active, engaged following that would be interested in your product, as well as the creative ability to produce content that reflects well on your brand.


Brand awareness. With hundreds of thousands or even millions of followers, working with large influencers can bring people into your customer acquisition funnel through brand awareness. With influencer marketing, you are not only paying to acquire new customers but also to have your product exposed to a wider audience so that when they are in the market for your particular product, it is top of mind. 
Niche targeting. A micro-influencer, which is typically someone with a smaller, more dedicated following, can give businesses with niche products immediate access to a relevant online audience. These micro-influencers typically cost less to work with and have better engagement metrics, which means your sponsored content is more likely to get noticed by their followers and lead to a higher conversion rate of customers. 

Potential pitfalls 

Tracking ROI. One of the shortcomings of using influencers as a paid marketing channel is the lack of extensive tracking that most social platforms have for sponsorships. While paid advertising platforms can track those who view or click on your ads, most influencer posts need to be tracked through UTM links, discount codes, and other creative mechanisms. Without intentionally tracking them, you run the risk of not knowing whether a sponsorship produced sales or not.
Upfront payments. There are various platforms and experts that can connect your brand or business with influencers who will promote your product. Most of the time, a creator will ask for an upfront payment in the form of money or a product donation. This protects influencers against potential scammers but can be risky for businesses since there is no guarantee the influencer will help you acquire customers. Creating a commission-based payment structure, solidifying your agreement with a contract, or using an escrow service can help mitigate this risk.

Good for 

Products that require demonstration. Say you have a new, innovative product that the average consumer isn’t familiar with. A simple photo advertisement might not be enough to drum up prospective customers. By working with an influencer, you can have them test out, demo, or provide validation for your product that can be shared online to help convince prospective customers. 
Trendy brands or products. Oftentimes influencers are looked up to for their ability to discover new products or trends, whether it be in fashion, food, or technology. If your business or brand has that “cool” factor, approaching an influencer with the opportunity to advertise your product might be more appealing, as it helps them keep their audience engaged, making it a worthwhile partnership on both sides. 

3. Build an email list 
Lead generation is often the first step to customer acquisition. Generating leads involves collecting information from potential customers in order to nurture them or retarget them with ads to eventually convert them into a customer. Most first-time visitors to your site probably won’t buy on the spot, after all.
Collecting email addresses is seen as one of the best lead generation investments for customer acquisition because of the revenue that email marketing produces for businesses. According to Campaign Monitor, 59% of marketers surveyed see the most ROI from email.
There are plenty of ways to build an email list, from driving paid traffic to a page with an email capture form to offering a welcome discount on your website for new subscribers. Once your email list is built, you can run email campaigns and set up automated emails to send targeted messages to your list through email marketing services like Omnisend or Klaviyo. These emails can be personalized and triggered based on behavioral data to help you turn leads into customers.

A landing page created by Harry’s to collect emails from prospective customers before launching their business.


Recurring revenue. One of the biggest benefits to building an email list is that it gives you the ability to market to customers over a long period of time, extending the lifetime value of each customer acquired. Once the email is collected, you can set up email automation to continue engaging the customer and recommending new products. 
Customer data. Aside from nurturing prospective customers, an email list can also help you find new prospects using “lookalike audiences.” Lookalike audiences are a tool provided by advertising platforms like Facebook and Google, where an advertiser can upload a CSV of emails they collected to find users who “look like” the business’ existing leads.

Potential pitfalls 

Delivery rates. As spam filters become more sophisticated, getting your emails delivered to someone’s inbox has become increasingly difficult for brands, with an estimated over 50% of emails considered spam. Personalizing your email communications and following best practices when it comes to email design can help improve the deliverability of your campaigns.
Low-quality emails. Although a large email list sounds great, quality always overrides quantity. Although some email acquisition tactics may be working, it is important to analyze the conversion rate from each email source to make sure you are acquiring quality leads. One way to decrease your email marketing costs is by regularly cleaning your list of those who haven’t opened an email from you in a long time, otherwise known as your “unengaged list.” 

Good for

Businesses with multiple/consumable products. If your product is consumable, and therefore needs to be replenished (like coffee), or if you have a line of complementary products (like clothing), email can become your biggest source of recurring revenue. If your business has a full collection of products that you can continue to introduce to customers, you can maximize your return on investment by keeping in touch with them via email and creating strong repeat purchase habits. 
New product launches. If you’re still in the product development stage of creating your business, collecting emails can help you prepare for a successful launch. One famous example of building a pre-launch email list is the story of Harry’s, a men’s grooming brand that collected close to 100,000 emails in one week. A waiting list helps put those who are genuinely interested in purchasing your product onto a list and builds suspense around being first in line for something new. 

4. Start a referral program 
A personal recommendation from someone you know goes a long way. Research from Nielson has shown that word-of-mouth referrals are one of the most influential forms of marketing. People trust those they know, so when a friend tells them to check out a new product or brand, they listen.
In order to use referrals as a new customer acquisition strategy, it is up to the business owner to make it easier for those loyal customers to recruit their friends.
This can be achieved by setting up a referral program in which your existing customers are rewarded each time they get someone new to purchase from your business. Apps like Referral Candy, Loyalty Lion, and all offer ways to encourage customers to refer friends through marketing emails, discounts, and incentives for both the customer and their new recruit. 

Vanity Planet’s referral program encourages customers to refer friends to receive points.


Low cost. Since personal referrals are so effective, using a referral program is usually seen as a low-cost form of new customer acquisition. The fees associated with setting up a program include a subscription to a referral program app and the discounts given to the new customers who are recruited. 

Repeat purchases. Often when a customer refers a friend, they are rewarded with a small perk, like a discount code off their next purchase. This creates the added benefit of encouraging repeat purchases from existing customers—an extra boost in revenue that can help make your referral program even more profitable. 

Customer loyalty. According to a study published by several prominent business school professors, referred customers are 18% less likely to churn than non-referred customers and 25% more likely to spend more over their lifetime with your brand. These numbers show that referral programs bring in customers that are more loyal and profitable for your business. 

Potential pitfalls 

Low engagement. While you might be excited to launch your referral program, there is no guarantee your customers will share that same enthusiasm and want to participate. If your customers haven’t received good service from your business or aren’t in love with your products enough to recommend them, a referral program might not be the right customer acquisition channel for you.

Organization and tracking. Since referral programs can involve creating customer rewards, tracking who has referred customers, and even loyalty points for each customer, staying organized is an essential part of making the program run smoothly. This is why many businesses use an app to organize their entire referral program. If you’re thinking of keeping track of referrals manually, you may run into issues that could frustrate customers. 

Good for 

Businesses with existing customers. It goes without saying that to run a successful referral program, a business needs to have an existing customer base to work with. If you have a low number of existing customers, their referrals may not even cover the cost of setting up a referral program.

Businesses with loyal customers. While every business wants to have loyal, engaged customers who would love to share your products with their friends, not all are strategically designed to do this. Having good customer service, quick delivery, and easy returns all help create more loyal customers who are willing to refer their friends. 

5. Running traditional ads 
It turns out that digital marketing hasn’t completely killed old-school advertising, like print media and direct mail, to acquire new customers.

Research published by MarketingSherpa shows consumer trust in traditional media trumps most digital channels.

With the ubiquity of display ads, digital marketing efforts have become easier for consumers to ignore or opt out of through ad blockers. Traditional media, from small scale efforts like printed flyers to billboards and even TV ads, can be a good way to diversify your customer acquisition channels to reach a new, targeted audience.
At the same time, technology has made significant improvements to both the costs and accessibility of traditional advertising methods for small businesses. There are now apps like Touchcard that can connect to your online store and use customer data to send out physical postcards to your leads or customers. 

Subway ad designed for Icon by THINX with an online discount code as the call to action to track sales from this campaign.


Decreasing costs. According to AdAge, the cost to advertise on the biggest TV shows is decreasing. While the prices for a commercial on the top 10 programs are far outside the budget of most businesses, some research suggests TV advertising CPMs are as low as $2.26. If your goal is to reach as many people as possible for the lowest cost, the broad and massive reach of TV ads might make economic sense for your brand.

Consumer trust. The trust that consumers have in digital ads has increased over time, especially as more well-known brands begin running online campaigns. However, print and TV ads still top the charts when it comes to advertising channels that consumers trust most, according to a US study published by MarketingSherpa. 

Potential pitfalls 

Tracking. The flipside of having such a broad reach with traditional advertising is the lack of precision tracking that exists with digital channels. When running a print or TV campaign, it is likely not possible to always know the precise ROI from a campaign, since those who view or take action after seeing your ads aren’t “cookied” like they are when they visit your website directly. However, some digital-first brands like Icon above have demonstrated how integrating a first-purchase discount code into their subway ads can help track customer acquisition from these campaigns. 

Upfront investment. The budget commitment and lack of flexibility inherent to traditional advertising are often seen as risky. Digital, programmatic advertising allows businesses to pivot and reinvest based on real-time results from their campaigns, and learn what works on a smaller scale budget. If you haven’t tested your marketing message in a more flexible environment first, the upfront investment of traditional media could leave you with disappointing results.

Good for

Local businesses. With traditional advertising bearing a heavy upfront fee, efficiencies in these channels might be found with local print, TV, and radio ads. If your business can only ship to a specific state or is designed for a local audience, like celebrating a city’s sports team, advertising in local media can reward you with low-cost reach while still being highly targeted. 

Businesses with high-priced products. Average order value plays a significant role when it comes to high-priced media. Companies like Endy and Casper are known for investing in out-of-home advertising on public transportation to sell their mattresses, which often cost over $1,000. If your order value is high and your profit margins strong, the risk of spending on big-budget traditional ads can be offset by the need for fewer purchases to be profitable. 

6. Search engine optimization 
When looking for a product or service, many consumers begin their search with Google. Creating website content that helps your brand show up in Google search results for relevant queries is known as SEO, or search engine optimization.
Doing keyword research and implementing your findings into a content strategy for your website pages and blog can help you climb Google’s rankings, bringing you search traffic filled with potential customers to your website.

Inkbox ranks first for “temporary tattoos,” a term that has over 30,000 monthly searches. You can imagine the passive, intentional traffic this generates for their website every day.

Passive, organic traffic. Every second, over 40,000 queries are entered into Google’s search engine, making it the most visited website on the internet. If you can optimize your website and content toward this goal, you can capture a small percentage of those searching for products in your niche and successfully acquire them as customers. 

Evergreen. SEO is often referred to as a source of “evergreen” traffic, since content created and posted months or even years ago, can continue to rank on the first page of Google and drive traffic to your site. A good piece of evergreen content can bring your website new traffic without the need to continuously pay for every new visitor. 

Potential pitfalls 

Slow growth. If you want to show up first on Google’s search results, you can pay with Google Ads to be the first sponsored link visitors see. However, if you are aiming to show up organically on the first page, it can often take time and patience for Google to recognize your website as an authoritative source.

Competition. Even though the term “temporary tattoos” has over 30,000 monthly searches, Google displays over 237 million results for the term. Certain niches are highly competitive when it comes to search rankings, which can make ranking on the first page more difficult. Tools like Ubersuggest and Ahrefs can help you understand the level of competition for different search queries and keywords and provide ideas for less competitive alternatives. 

Good for

Those willing to play the long game. SEO done right is a measurable and reliable source of organic traffic, but being successful requires a consistent effort and constant learning. The Google algorithm is prone to change and staying on top of the latest strategies on both the technical and creative side of SEO is essential to making this channel work.

Content creators. While SEO may seem quite technical, it is widely known that the quality of a website’s content to satisfy searchers plays a critical role in its ability to rank in Google search results. The ability to write well and come up with creative content ideas that align with your keyword research can help rank your content above the competition.

7. Creating an online audience 
With social media and its many platforms like Facebook, Instagram, YouTube, and Twitch, individuals have been able to attract huge online followings of potential customers. Companies like Sand Cloud and Gymshark have cultivated Instagram followings in the hundreds of thousands and even millions, becoming influencers themselves.

Digging By the Knowledge: Shopify Capital's Impact on Enterprise Development

There’s no magic formula for business success. And success is different from one business to the next.
But we’ve always had a hunch that having access to the right amount of funding is an important part of the equation. Big or small, just starting out or profitable for a while, every business can benefit from funding to expand their operations.
The problem: most businesses have trouble getting enough financing. This lack of funding adversely affects business growth, particularly among women and minority-owned companies.
We launched Shopify Capital with the aim of addressing this problem. We wanted to help Shopify businesses grow by reducing barriers and making funding fast, simple, and integrated with Shopify. Did it work?
We wanted to find out. So we ran a study to explore the performance of Shopify merchants who received funding through Shopify Capital.
The results were impressive—and we have the data to back it up.
Five years of funding made easy
Since 2016, Shopify Capital has made over $2 billion available to thousands of Shopify merchants, with accessible funding amounts as low as $200 and as high as $2 million.
Five years into providing capital to Shopify businesses, we thought it was time to ask our data scientists: Does the funding provided through Shopify Capital actually help merchants grow?
We won’t keep you in suspense: it has.

Shopify Capital linked to accelerated business growth
So what did the data tell us about the overall impact of Shopify Capital for the entrepreneurs who received funds?

We looked at all the data on merchants who had accepted the first round of funding through Shopify Capital, going back to January 2019. From there, we compared them to another group of merchants who had the same characteristics but did not have access to Shopify Capital.
The impressive results came as no surprise.

We found that Shopify Capital positively impacts merchants’ growth and sales. Shops that received funding through Shopify Capital on average experienced 36% higher sales1 in the following six months compared to their peers.
These funds helped entrepreneurs successfully undertake growth-related activities such as hiring staff, buying inventory, or paying for marketing campaigns—all of which can lead to long-term business success. Below are just some ways we’ve heard business owners use their funds for growth.

But the real proof is in our merchants’ own experiences.
Alison Ables, owner of Los Angeles–based Prelude & Dawn, is a shining example of growth achieved through Shopify Capital. After just two rounds of funding through Shopify Capital, Alison moved Prelude & Dawn into a new retail space, which helped double the business’ revenue.

“I started borrowing a little bit from Shopify Capital, and that first amount allowed me to get better, and more inventory, which resulted in higher annual revenue,” Alison says.
Over the years, she borrowed additional funding and further improved her entire store, hired staff, and paid for marketing, all of which spurred even more growth.

Creating real business impact
We’ve always provided tools and support to help make merchants successful. But it’s through Shopify Capital that we offer an accessible path to funding.

Alison can speak to that accessibility, “There’s no personal credit check. … It’s just your store’s performance. That was what mattered to me, because I didn’t have a personal credit score to get the amount of funding that I needed,” she says.

The process to request funding from Shopify Capital is simple. There’s no hoop-jumping, and funds can be spent however the merchant deems necessary. “You can click on your dashboard and indicate, ‘Hey, I want to borrow $8,000.’ You request the amount, and within days, it’s in your account,” Alison says. “With that influx of cash, you can hire someone new to work at your shop the next week if you want.”

Alison has relied on Shopify Capital several times over the past five years to expand her business, adding new products and catalyzing sales growth in the process.
“I first used Shopify Capital in 2017,” she says. “It was a small amount, but it took me from only being a vintage shop to wholesaling and selling new products.”
Alison believes you have to spend money to make money, and this proactive mindset has allowed her to expand her business and create a more sustainable operation, with the help of Shopify Capital. “I can spend where I need to grow,” she says.

Removing barriers to growth

Numbers only tell one side of a story when it comes to sales. It’s conversations with business owners like Alison that give the other side.

We hear about the complexities around trying to secure traditional financing, and the restrictions that come with some funding options. Including requirements that take equity from the business to get backing from other lenders.

Translation: When you remove obstacles and restrictions around funding and make it accessible to all, you get the right conditions for success.
Alison says it better than we could. “A lot of people don’t like the idea of borrowing money,” she says. “It can be nerve racking. But I feel like, overall, it’s been incredibly beneficial. Through Shopify Capital, I ended up growing even more than I ever expected. I doubled my revenue.”
Navigating uncertainty

Shopify Capital funding was also helpful to many merchants during the uncertainty of the COVID-19 pandemic.

Alison, for example, used some of her funding to cover advertising costs at the beginning of the pandemic. When the world moved online, Prelude & Dawn, which was primarily a bricks-and-mortar operation, was able to pivot quickly to an omnichannel model. Alison continued to grow her presence on social media platforms like Facebook and Instagram with the funding.
It was a move that paid dividends, as it brought in new web traffic for Prelude & Dawn’s online store.
But Alison didn’t stop there. “The next thing I know, I spent some money on influencers and Instagram,” she says. “This move helped me get through the pandemic. In fact, it helped me grow—despite COVID.”
Funding that works for business owners
There’s no hidden secret we uncovered during our research. Instead, the data and conversations with business owners show what’s important: When you make funding accessible, reduce the paperwork, and let entrepreneurs spend their capital however they need to grow their business—that can lead to success, growth, and long-term sustainability.
Learn more about Shopify Capital

1The statistic is based on the geometric average of merchants’ six months’ cumulative GMV after taking the first round of Shopify Capital. Propensity score matching was used for pairing of the groups. The study makes further assumptions including equality of access to external funding and similar market trends in the US and Canada.

E-mail Advertising Metrics: How one can Measure the Well being of Your Campaigns

Drafting an email campaign is the first of many steps when thinking about your email marketing strategy. One of the most important steps is how to measure the success of your campaign and how to use this data to improve the next email you send to your customers. In this blog we’ll highlight the top five metrics to measure and why they are important.
Top five metrics to measure
1. Deliverability rate
Deliverability rate shows the percentage of sent emails successfully delivered to a recipient. This metric is one of the first tracked once an email has been sent. If you have a high deliverability rate that means your list of emails is valid and your email is in your customer’s inbox. But if you start to see that your delivery rate is dropping this could mean you’ve been blocked. 
Aim for: 99%If your delivery rate is 97% or less, then audit how you collect your email addresses. Learn more about building an email list. 
2. Open rate
Open rate is the percentage of recipients who opened your email. This metric is driven by strong brand awareness or subject lines. 
Aim for: 20%There are many ways to improve the open rate of your email by A/B testing the time of send or different subject lines. 
3. Click-through rate (CTR)
Click-through rate is the percentage of those who opened your email and clicked through to it. This evaluates two metrics in one, the number of people who opened the email and the number of clicks. Many use this metric to measure the overall success of the campaign. 
Aim for: 3.5% Ensuring the content you are creating is relevant to your audience will set you up for success. Along with sending an email at the right time, one strong call to action that includes an incentive (i.e discount) and mobile optimization are a few other tips.
4. Conversion rate
The conversion rate of an email is the percentage of subscribers who performed a specific action (i.e., a purchase). This is one of the most important metrics of an email campaign since it usually is the overall goal. 
Aim for: 2% or more There are a variety of ways to improve your conversion rate like adding a discount to your subject line, mobile responsive design, and a clear CTA that makes it easy for your readers to know where to perform the specific action you want them to take.
5. Unsubscribe rate
An unsubscribe rate is the percentage of users who opted out of a subscriber list after an email campaign was sent. 
Aim for: 0.5% or less To keep this metric low you can test your email frequency and keep content digestible and relevant. When we talk about email frequency we are referring to the number of times you email your subscribers. They don’t want to hear from you every day, so it is important to build this into your strategy right from the start. This goes hand in hand with relevancy and digestibility.
Now that you have a list of metrics to measure it’s important to know where to find them. If you are using Shopify Email, tracking is automatically enabled and the campaign report shows the following directly in the admin: 

The delivery rate
How many subscribers unsubscribed
Click-through rate 
How many times the email was reported as spam
How many unique visitors your store had from the email
How many times a visit to your store from the email resulted in items being added to the cart
How many orders were placed by customers visiting your store from the email
The dollar amount in sales made from visits to your store from the email

Although we encourage you to keep your open tracking enabled, you can always update your settings by learning more here. Remember to always analyze your email campaign results and adjust accordingly. This will make you an email marketing expert in no time.

7 Best Dropshipping Suppliers in Switzerland

Dropshipping can be a great way to enter the eCommerce market without taking on a significant risk by holding inventory before you start selling. Once you have established which niche you would want to target, pick the country you want to operate in and partner with the best suppliers to drive your business to success. […]

Avaza Chat is a New Process-Targeted Enterprise Chat App for Extra Productive Groups

DOUGLAS, Isle of Man,
July 20, 2021 ( –

Today, Avaza — a Gartner best-rated category leader — announced the launch of its team chat and collaboration tool: Avaza Chat. 
For the first time, task discussions are part of each team’s unified chat inbox — which makes Avaza a truly unified project management and collaboration platform.
Avaza Chat features a lightweight design that’s inspired by modern social media apps.
Now, remote workers can have more productive conversations than ever before. And the timing couldn’t be more important.
Remote work tools have exploded in popularity as businesses and employees around the globe have been forced to adapt to the COVID landscape.
Many new remote workers have discovered that there are exciting benefits to working from home, including improved flexibility and reduced business costs.
However, it’s become clear that employees often feel frustrated with traditional enterprise chat apps, which typically feature an unintuitive design and complex threads — so they often switch to simple social apps, like WhatsApp.
Avaza Chat packs all the features that small and medium-sized businesses need to enable company-wide collaboration into one familiar, friendly, and intuitive chat app.

Unified inbox for team and task discussions — an all-in-one project management platform that lists conversations for each task and team in one unified inbox.

Simple, flexible conversations — private and group chats that live in separate tabs and get ordered by their last update — just like most social apps.

Clean, simple quotes — Avaza Chat replaces messy chat threads with WhatsApp-style comment quotes to keep conversations flowing.

Files and text formatting — full support for images, videos, documents, and user mentions enable employees to collaborate as a team, or while tackling any task.

In-chat task management — a chat message can mention a task, or even turn into a task, and teams can access project resources inside Avaza Chat (coming soon).

Confidential chats — private channels keep sensitive topics like company financials, strategy, and human resources hidden from non-members.

Total device flexibility — Avaza Chat works on almost any smartphone, tablet or computer, with iOS and Android apps — and no device or phone number restrictions.

Avaza gives teams one platform for any conversation so they can drive projects forward faster, streamline their communication stack, and draw a clear line between business and social media.
Tim Kremer, co-founder of Avaza, explained, “We see new opportunities to improve on the current generation of team chat software. Avaza Chat breaks ground by offering seamless collaboration between teams and external contacts and enhancing productivity with ‘task discussions.’ We believe that task discussions will become the new standard for work chat platforms.”
About Avaza
Avaza, founded in 2014, is a unified business platform that enables users to collaborate on projects, schedule resources, track time, manage expenses and invoice customers. Avaza has 50,000+ customers in 150+ countries.
Avaza was recognised as the best-rated product of 2020 by Gartner’s team in six categories.
Avaza Chat integrates seamlessly into Avaza, so any conversation about work will be linked to the relevant project and task and can be found again in the future whenever it’s needed.
Anyone can create a free Avaza account today and start using Avaza Chat and the unified Avaza work management suite in their organization.
Press Contact:

Source: Avaza Limited

Cooleaf Welcomes Frank Tumminia to Advisory Board

July 20, 2021 ( –

Cooleaf, the leading employee experience platform for high-performing teams, is pleased to announce the addition of Frank Tumminia, VP of Sales at QGenda, to its Advisory Board. An accomplished sales leader with proven experience scaling revenue, Frank will be working directly with Cooleaf’s Sales Team to help develop sales practices and processes for growth and recruitment.
“We’re very excited to have Frank join Cooleaf’s Advisory Board,” said John Duisberg, Cooleaf’s Co-Founder. “Frank’s depth of experience and innovative mindset are a natural fit for our team. He’s joining at a pivotal moment as we prepare for a period of dramatic scaling, and Frank’s expertise will be invaluable to Cooleaf as we grow.”
About Frank
Frank has over 18 years of sales and revenue generation experience and a proven track record of leading fast-growing teams. As VP of Sales at QGenda, he helped scale the organization from two to 60+ team members and shifted the sales focus from a transactional, mid-market approach into an enterprise account-based market focus, contributing to a market capitalization of over $1B. He has been recognized for his business and revenue success at QGenda by the Atlanta Chapter of the American Association of Inside Sales Professionals, named one of Metro Atlanta’s most promising professionals by JDRF’s The One Group, and elected to the Board of the Technology Association of GA, Sales Leadership Society.
“I have been impressed with Cooleaf’s leadership and their ability to stay ahead of emerging workplace trends to deliver innovative solutions to their customers. Cooleaf taps into a critical need for organizations who are struggling to create a unified company experience in today’s digital-first world,” said Frank Tumminia. “This is an especially exciting time to be joining the company as they are focused on an intense growth phase. I look forward to bringing my experience and perspective to the board and working with Cooleaf’s Sales Team to define their scaling game plan.”
About Cooleaf
Cooleaf is the leading solution for companies looking to drive extraordinary experiences for their employees, customers, and prospects. Through Cooleaf’s platform, forward-thinking brands are empowered to listen to sentiment and signals through pulse surveys and SaaS platform integrations, take action to engage stakeholders through recognition, incentives, and virtual experiences and glean data insights through a powerful suite of analytics tools. Currently, Cooleaf works with top workplaces across the globe, including Shipt, Synovus, Jackson & Coker, and SalesLoft. Visit to learn more.
Melissa Perry, Senior Marketing Manager at Cooleaf

Source: Cooleaf

Alpaca Social Housing Communities Rockets Previous 10-Million Member Mark

July 20, 2021 ( –

Alpaca, an online apartment rental company, celebrates a milestone this week in reaching 10 million global members in their Facebook housing communities. Alpaca manages over 1,000 Facebook housing groups in 35 different countries, with 4.3 million members in the USA across 133 different cities alone, making it the largest housing player on social media.
Renters looking for apartments can join Alpaca’s online housing communities to make apartment hunting easier and faster. Users can post requests for specific housing needs or search for offers posted by other community members. They can also look for valuable first-hand information for a particular neighborhood or city. The Alpaca team uses machine learning and human oversight to keep the community free from spam and scam.
Members of the Alpaca housing community also have a direct line to Alpaca’s virtual assistant Alex. Alex is free, easy to use, and filters through thousands of listings to share curated recommendations based on user preferences. Alex helps users become smart renters by providing insights based on market analytics. By connecting with Alex, users can search for their next home with ease and convenience. 
Alpaca was founded by a group of friends who have collectively moved countless times, across eight countries. As the creators of Alex and the world’s largest rental-focused social community, Alpaca’s goal is to ease the whole process of apartment hunting, starting with connecting landlords with renters.
If you have any questions about this release, please don’t hesitate to get in touch.Contact Sebastian Illing at

Source: Alpaca Technology Gives Funds-Pleasant PR for Small Companies

July 20, 2021 ( – continues to be a leader in press release distribution in 2021, helping small businesses reach new audiences and conduct effective public relations on a budget.
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Seamless Rain Gutters Inc. Declares Launch of New Web site

July 20, 2021 ( –

Seamless Rain Gutters Inc. announced today the launch of their new website that is now focused on an enriched user experience, SEO-imbedded content, and an intuitive path that captivates users. The redesign was awarded to StraightFire Marketing in San Diego, CA who developed a clean and responsive modern design, simplified usability, and functionality. 

“Seamless Rain Gutters Inc. was founded by my uncle, Tom Ruocco in 1968,” explains Steve Ruocco, CEO. “Today, we continue to serve all of San Diego County with the same high standards he established. Customized rain gutter and downspout products, personalized care, dependable service, outstanding efficiency, and total peace of mind for both residential and commercial properties.”

For anyone shopping online for a rain gutter service company, they will be captured by the professionalism of this new website that includes clear pictures of their products, large color samples, and a long list of services including rain gutter repair.

“Making a well-informed decision about your rain gutters is something we want to make easier for any property owner in San Diego. Our new website highlights every reason more consumers are turning to us for their rain gutter needs. The links to some of the highest quality businesses we associate with, our star rating with the BBB, and dozens of positive customer reviews will make the decision a no-brainer,” remarks Ruocco.

Seamless has achieved its goal of a more streamlined, functional, and engaging user experience at

About Seamless Rain Gutters, IncSeamless Rain Gutters Inc. has been awarded the prestigious title of Top 100 Longest Accredited Businesses throughout San Diego County. They are fully licensed and carry full coverage for Worker’s Compensation, General Liability, and Commercial Auto Insurance.

Source: Seamless Rain Gutters Inc.

JEA Senior Residing Broadcasts COVID-19 Vaccine Mandate for Group Members

July 20, 2021 ( –

JEA Senior Living (JEA), a leading senior care provider, announced today that it will be mandating the COVID-19 vaccination for all of its team members (employees) over the coming months. This is in an effort to protect JEA’s residents, essential workers, resident families, and the healthcare partners at each of their communities across the country.

This news comes just days after the American College of Physicians (ACP) released their journal on “The Case for Mandating COVID-19 Vaccines for Health Care Workers”. This journal details and compares the risks, morbidity, and mortality of COVID-19 relative to Influenza.

The table below, pulled from this journal shows the stark contrast between the two diseases and the importance of vaccinating against COVID-19. JEA Senior Living and their staff have been following enhanced safety protocols since March 2020. With the release of the vaccines and prioritization of healthcare personnel, their earliest COVID-19 vaccinations were in December of 2020.

“The protection of our residents and team members is paramount. After careful consideration, we have made the decision to make COVID-19 Vaccination a mandatory requirement for all of our team members who are a part of the JEA Family, barring any exemption due to religion, pre-existing conditions, applicable State laws, and ownership group preference,” shared Chris Belford, Chief Executive Officer, for JEA Senior Living.

Belford continued, “Over the past year, COVID-19 has challenged our industry in new and complicated ways. However, thanks to our diligent team members who have already received the COVID-19 vaccine series, and their adherence to our enhanced safety protocols, our residents have experienced safety and security in each of our communities. We believe that mandating the vaccine for all healthcare workers is a vital step towards ending COVID-19. Choosing to work in healthcare means choosing to do the very best for the patients/residents/clients that you are serving. Keeping them safe from infection is critical to the process of healthcare, especially when working with seniors and those with pre-existing conditions.”

Effective August 1st, all new team members of JEA Senior Living must receive their first COVID-19 vaccine dose within 30-days of hire. Current personnel will be given until September 1st to receive their first vaccine dose. Those with pre-existing health conditions (requires physician approval), or religious exemption must complete a waiver to be considered exempt from this policy.

With COVID-19 cases on the rise yet again, many new cases are from unvaccinated individuals and those who have been infected with one of the COVID-19 variants. 

Angie Fleenor, Vice President of Clinical Services, JEA Senior Living, had this to share about the COVID-19 variants and their impact on a vaccine mandate, “These variants are quick to spread and may lead to an increase of COVID-19 cases, resulting in more hospitalizations and deaths. Thankfully, we know that the vaccines are safe and effective against COVID-19 and its variants. And for those who have held off receiving the vaccine for fear of side effects and safety, over 317 million vaccine doses have been administered in the last six months, with few experiencing mild side effects, while most have no side effects. We believe this is yet another vote of confidence towards our decision to mandate the vaccine for our team members.”

Please contact Missy Day ( for more information. 

About JEA Senior Living

JEA Senior Living is a premier, progressive senior living management company with over 35 years of experience, currently operating over 40 communities in more than 18 states across the U.S.

With services ranging from independent living, assisted living, and even specialized memory care, JEA’s community care teams manage all levels of care, allowing their residents to age in place. Their approach of honoring aging provides resident families with peace of mind and instills confidence in entrusting their loved one’s care.

Source: JEA Senior Living