Podcast Summary: Built Online
Episode: Email Marketing Strategy for Online Sellers: Automations That Convert
Host: Cody McGuffie
Guest: Asad Kanaan
Date: September 22, 2025
Episode Overview
This episode of Built Online dives deep into the essentials of email marketing strategy for online sellers, with a practical focus on automations that increase conversions. Host Cody McGuffie and expert guest Asad Kanaan break down actionable tactics for e-commerce entrepreneurs—whether selling digital or physical products—covering everything from effective product page copy to must-have email sequences. Asad draws on years of hands-on experience, delivering both foundational tips and advanced segmentation tactics. The episode is packed with real-world examples, benchmarks, and mindset advice for new and growing store owners.
Key Discussion Points & Insights
1. Asad’s Background & Credibility
- Engineering roots to e-commerce: Asad transitioned from engineering to launching and later selling two Shopify stores (2018 & 2019).
- Core expertise: Paid traffic, persuasive copywriting, and email marketing.
- Clients: Works with diverse online businesses—e-commerce (Shopify, Etsy), digital product sellers (planners, courses, memberships), coaches, consultants, and SaaS.
Quote:
“I sold two of them actually over, over time. That was in 2018 and 2019.”
—Asad Kanaan (03:08)
2. Essential Product Page Elements
Before email: Optimize what visitors see first.
- Title: Should invoke emotion or spark curiosity.
- Images: Real-life product usage photos, not just static shots.
- Descriptions: Focus less on technical specs (e.g., % cotton) and more on feelings, benefits, or story behind the product.
- Storytelling: Give the buyer a story to tell when someone compliments their purchase.
Memorable Insight:
“A lot of time people don’t care about percentage cotton in the T shirt. What they care about is what would I feel when I put this on or what would someone see me wearing this shirt get the impression of…”
—Asad Kanaan (08:32)
Example:
For a humorous history T-Shirt, the copy should focus on the story and emotion behind the quote, not just material details.
3. The Role of Email Marketing in E-commerce
Types of Emails
- Automated Sequences:
- Abandoned cart: Send reminders (offer a discount only on 3rd email, not immediately).
- Welcome series: On first signup, highlight how the store benefits the customer (not the founder’s story).
- Post-purchase flow: Updates on order, reinforcement of relationship, and introductions to complementary products.
Asad’s advice on “About Us”:
“The about us section on any website shouldn’t really be about us, it should be about them, about our customers. We’re just saying it’s about us, but we’re here for you.”
—Asad Kanaan (13:14)
Importance of Voice & Segmentation
- Segment for relevance: If your store has niche segments (e.g., history buffs vs. space fans), set up different sequences for each to make customers feel seen.
- Generalist stores: Use a consistent voice (e.g., humor); for niche stores, tailor emails even further.
“It’s always good to have different buckets of the audiences within your email tool to be able to speak to them in their own language and their own interests.”
—Asad Kanaan (16:04)
4. The Must-Have E-commerce Automations
Essential sequences every online seller needs:
- Cart abandonment: Recaptures lost sales.
- Welcome flow: Engages new email subscribers and offers a first-purchase discount.
- Post-purchase: Fosters loyalty, informs about order status, and introduces new products to increase repeat purchase rate.
“The hardest part in E commerce is getting someone to pay you that first dollar. But once they do, you’ve overcome a big hurdle...It’s easier to resell to your customers.”
—Asad Kanaan (18:39)
Product Launch Notification:
- Email regulars when new items or collections become available to keep your brand top of mind.
5. Email Marketing Metrics for Beginners
- Open Rate:
- Target 20% or higher—30-40% considered excellent.
- Influenced by brand relationship and subject line quality.
“Anything above 20% is considered good. If you’re doing 30, 40%, that’s amazing.”
—Asad Kanaan (25:19)
- Click-Through Rate (CTR):
- 1-2% is a solid benchmark for e-commerce.
- Calculated based on those who open the email, not total sent.
Simple math example:
1,000 emails sent → 200 opened (20%) → ~4 clicks (2% CTR on opens).
6. Building a Subscriber List & Revenue Expectations
- Benchmarks: For every person on your list, you should aim for $1/month in revenue.
“You should be able to generate $1 per month on average.”
—Asad Kanaan (23:11)
- List growth: Use pop-ups offering discounts and be consistent in communication to convert leads into buyers.
7. Mindset & Foundational Business Advice
- It takes time: Expect a heavy workload upfront for future freedom.
- Relationships come before transactions.
- Ignore fear-based discouragement (“Don’t do it” advice).
- Responsible, intentional business ownership wins in the long-term.
“A lot of when I first started my own business I was looking to work less time and be able to make a living… it’s the opposite way.”
—Asad Kanaan (29:22)
“Anyone who’s responsible enough to own a business and anyone with good intentions... Do something that benefits others…”
—Asad Kanaan (33:14)
Notable Quotes & Moments
-
On the “hero” in your brand’s story:
“You are not the hero. The customer is the hero. You are the guide… They’re Luke Skywalker in Star Wars and you’re Yoda.”
—Cody McGuffie (21:55) -
Worst business advice received:
“Don’t do it.”
—Asad Kanaan (30:43) -
Where to connect with Asad:
“LinkedIn is a great place. They can check out my website funneledforward.com.”
—Asad Kanaan (34:18)
Timestamps for Key Segments
- Asad’s intro & story: [03:08]–[05:33]
- Core elements of effective product pages: [08:32]–[12:31]
- Copywriting for emotion & storytelling: [10:51]–[12:31]
- Transition to email marketing automations: [13:07]–[19:31]
- Segmentation & brand voice in automations: [14:38]–[16:51]
- Email automations checklist: [17:07]–[20:15]
- Performance benchmarks & metrics: [25:19]–[28:36]
- Rapid fire & business mindset: [28:55]–[34:12]
Takeaways for Online Sellers
- Don’t overlook your product page copy and imagery—story and emotion sell more than features.
- Cart abandonment, welcome series, and post-purchase automations are non-negotiable for efficient email marketing.
- Segment and personalize where possible for dramatically higher engagement and conversion.
- Aim for benchmarks: 20%+ open rate, 1-2% CTR, $1 per email subscriber per month.
- Email marketing is not a one-time setup—keep nurturing with regular campaigns, not just automations.
- Focus on delivering value and making the customer the “hero” in your email and site copy.
Connect with Asad:
- funneledforward.com
This summary omits all sponsor messages, introductions, and post-episode credits to focus exclusively on episode content and actionable insights.