Structured is a full service performance marketing firm. We have one goal - that is to be a growth company. What does it mean to be a growth oriented company? We’re on the mission to build a company culture that drives and inspires growth for our team, our clients and the company. Growth isn’t only about tangible results and charts that show increasing numbers each year, growth at Structured is also about a mindset of continuous improvement, perseverance in the face of failure, the desire to learn and improve, embracing and chasing after challenges. At Structured the goal is to grow in a profitable and sustainable manner with a focus on the long-term. Structured has successfully grown over the last 6 years from a small team of 2 into a team of over 70 people while having acquired multiple companies and scaled many clients into thriving 9 figure companies.
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Top Ecommerce Email Marketer & Agency Owner | We’ve sent over 1 billion emails for our clients resulting in $200+ million in email attributable revenue.
Here are 7 storytelling techniques you can leverage in your copywriting & marketing: (bookmark this)
It’s been gratifying to bring Incompass to Structured and I’m so thankful for my team’s openness to new experiences and especially for Jake Schmidt ‘s support. ❤️ All in the name of building a strong #culture setting ambitious #goals together and embracing #clear-candid-kind #feedback to help each other learn and grow. 🚀 Anyone curious to hear how we are using Incompass, I’m happy to chat!
We love hearing how clients use Incompass to drive their culture forward and we love it even more when our clients are as thoughtful about building culture as Structured is. It's been so great to be a small part in the Structured story, witnessing how Andrea Evans intentionally builds culture in a remote environement. Read more on our site here: https://lnkd.in/enuS_r7n #performancemanagement #360assessment #companyculture Jessie Stettin Jessica DeVlieger Peter Fader Deniz Beser Asuka Nakahara Daniel McCarthy Alperen KARAVELIOGLU Erke Canbazoğlu Nazmican Dikmen Işılay Yunusoğlu Murtaza Bulut
Most marketers celebrate a 40% email open rate. Here's why that "success" might be killing your deliverability. You've been there. You send out a campaign, see that 40% open rate, and pop the champagne. But what about the other 60%? Those unopened emails aren't just sitting there harmlessly. They're actively hurting your future campaigns. We've seen this countless times across the 50+ e-commerce accounts we manage. 𝗛𝗲𝗿𝗲'𝘀 𝘄𝗵𝗮𝘁'𝘀 𝗿𝗲𝗮𝗹𝗹𝘆 𝗵𝗮𝗽𝗽𝗲𝗻𝗶𝗻𝗴: 1. You're sending to your entire list, hoping for engagement. 2. A portion of your list consistently opens. Great. 3. But a large chunk never does. Ever. 4. You keep sending to everyone, thinking "maybe next time." 5. Inbox providers notice this pattern of low engagement. 6. Your overall deliverability starts to tank. 7. Even your engaged subscribers stop seeing your emails. It's like throwing a party and inviting 100 people, but only 40 show up. And you keep inviting all 100 to every party. Eventually, people (and inbox providers) will stop taking your invitations seriously. 𝗛𝗲𝗿𝗲'𝘀 𝘁𝗵𝗲 𝘄𝗮𝗸𝗲-𝘂𝗽 𝗰𝗮𝗹𝗹 𝘄𝗲 𝗮𝗹𝗹 𝗻𝗲𝗲𝗱: 𝗢𝗽𝗲𝗻 𝗿𝗮𝘁𝗲𝘀 𝗱𝗼𝗻'𝘁 𝗺𝗮𝘁𝘁𝗲𝗿 𝗶𝗳 𝘆𝗼𝘂'𝗿𝗲 𝗯𝘂𝗿𝗻𝗶𝗻𝗴 𝘁𝗵𝗿𝗼𝘂𝗴𝗵 𝘆𝗼𝘂𝗿 𝗹𝗶𝘀𝘁 𝘁𝗼 𝗴𝗲𝘁 𝘁𝗵𝗲𝗺. So we made a radical change for our clients: • We segment lists by engagement (30, 60, 90 days). • Only send regular campaigns to the engaged segment. • Send occasional re-engagement campaigns to the rest. • Ruthlessly clean lists of long-term non-responders. The result? Initial open rates might drop. Scary, right? But then magic happens: • Deliverability skyrockets • Click-through rates often double • Revenue per email sent typically increases by 30-40% We send fewer emails but make more money for our clients. Do this and you’ll see much more success
Q4 is never the ideal time to make a vendor or partner switch but sometimes it's necessary and often can be an impactful decision in order to still influence business results before the end of the year. Here is how we go about making it smooth and successful for new clients that join during this critical period! 👇
Driving Growth for our Clients & Team | Serving DTC Ecommerce Brands with Email, SMS, Paid Media & Creative Strategy
As we are onboarding clients during Q4 I've been giving this topic a lot of thought. Here's a peek at how we handle the challenge at Structured -> 𝗦𝘁𝗿𝗶𝗸𝗶𝗻𝗴 𝘁𝗵𝗲 𝗣𝗲𝗿𝗳𝗲𝗰𝘁 𝗕𝗮𝗹𝗮𝗻𝗰𝗲: 𝗠𝗲𝗲𝘁𝗶𝗻𝗴 𝗖𝗹𝗶𝗲𝗻𝘁 𝗨𝗿𝗴𝗲𝗻𝗰𝘆 𝘄𝗶𝘁𝗵 𝗔𝗴𝗲𝗻𝗰𝘆 𝗘𝘅𝗰𝗲𝗹𝗹𝗲𝗻𝗰𝗲 In agency-client relationships, a recurring challenge we often face is navigating the inherent tension between what clients need and what we, as an agency, require to deliver on those needs effectively. Take, for example, onboarding. Many clients are eager to jump in right away, expecting immediate results—a sentiment we completely understand. However, as the agency team, we know that a thorough onboarding process is critical to laying the groundwork for success. Without it, we risk misalignment, missed expectations, and ultimately, less effective outcomes. So, how do we strike the balance? 𝟭) 𝗧𝗿𝗮𝗻𝘀𝗽𝗮𝗿𝗲𝗻𝗰𝘆 – This applies both to our clients and our internal team. For clients, it means setting clear expectations and explaining why certain steps and timeframes are essential for reaching their goals. For our team, it means giving as much advance notice as possible on upcoming projects and client needs. When the team feels informed and included from the start, they’re ready to hit the ground running with purpose and focus. 𝟮) 𝗘𝗳𝗳𝗶𝗰𝗶𝗲𝗻𝗰𝘆 𝘄𝗶𝘁𝗵𝗼𝘂𝘁 𝗖𝗼𝗺𝗽𝗿𝗼𝗺𝗶𝘀𝗲 – Streamline onboarding to focus on the essentials, keeping things efficient while still building a solid foundation. We’re in that perfect agency size sweet spot: big enough to have solid resources and processes, but still small and nimble enough to flex our approach for each client. We get the benefits of both worlds, so we can keep things efficient while still customizing our on-boarding and servicing of a client. 𝟯) 𝗖𝗼𝗹𝗹𝗮𝗯𝗼𝗿𝗮𝘁𝗶𝘃𝗲 𝗥𝗼𝗮𝗱𝗺𝗮𝗽𝘀 – With the groundwork laid early, we can focus on both immediate wins and longer-term objectives. We keep our sales process super streamlined and kick things off with a thorough audit. By the time a client signs on, we’ve already set aside the right resources, mapped out an initial strategy, and the team is ready and excited to dive in. It’s our way of aligning what we need with our clients’ eagerness to get moving fast. Ultimately, the key to successful partnerships lies in how we operate behind the scenes. By setting up efficient processes and preparing well in advance, we create the conditions that let our clients onboard quickly without sacrificing quality. Our team is always ready to dive in, balancing the client’s urgency with our commitment to delivering flawlessly. It’s this internal alignment that allows us to keep things moving fast while staying focused on what matters most: getting results from day one.
These emails we designed for Outstanding Foods, Inc are giving us Halloween vibes and their snacks make the perfect (great for you and delicious!) treat to give out tonight! Drop a comment with what you or yours are dressing up as today! (Did you see the doggie basketball player costume video? 😂 )
𝗪𝗵𝘆 𝘄𝗲 𝘀𝘁𝗼𝗽𝗽𝗲𝗱 𝗼𝗯𝘀𝗲𝘀𝘀𝗶𝗻𝗴 𝗼𝘃𝗲𝗿 𝘂𝗻𝘀𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲𝘀 (𝗮𝗻𝗱 𝘄𝗵𝗮𝘁 𝘄𝗲 𝘁𝗿𝗮𝗰𝗸 𝗶𝗻𝘀𝘁𝗲𝗮𝗱) Please stop obsessing over unsubscribe rates. You're killing your email revenue (and we can prove it). 👇 Our agency has managed 50+ email accounts, and I see this mistake everywhere: Marketers panicking over a 0.5% unsubscribe rate. But here’s the truth: 𝗬𝗼𝘂𝗿 𝗳𝗲𝗮𝗿 𝗼𝗳 𝘂𝗻𝘀𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲𝘀 𝗶𝘀 𝗰𝗼𝘀𝘁𝗶𝗻𝗴 𝘆𝗼𝘂 𝘀𝗮𝗹𝗲𝘀. Let me explain: You craft the perfect email. Agonize over every word. Hit send. And then... 50 people unsubscribe. Panic sets in. You start second-guessing everything. "Maybe we should email less?" "Are we being too salesy?" "Should we water down our content?" 🛑 STOP. Here's what you're missing: While you're fretting over those 50 unsubscribes, you're ignoring the 5,000 people who opened, clicked, and maybe even bought. We had a client slash their email frequency in half because of unsubscribe fears. Their unsubscribe rate dropped by 0.2%. Their revenue dropped by 30%. Here's the reality: Unsubscribes are a natural part of email marketing. They're actually GOOD for your list health. So what should you track instead? - Engagement rate: (Opens + Clicks) / Total Sent - Revenue per email: Total Revenue / Number of Emails Sent - List growth rate: New Subscribers - (Unsubscribes + Bounces) Here's what we do for our clients: - Segment by engagement (30, 60, 90 days) - Email engaged subscribers more frequently - Create re-engagement campaigns for the rest - Clean our list of long-term non-responders 𝗧𝗵𝗲 𝗿𝗲𝘀𝘂𝗹𝘁? Higher deliverability= more engaged subscribers = more revenue. One client saw a 40% increase in email revenue within 90 days of implementing this strategy. Stop fearing unsubscribes. Start focusing on engaging your true fans.
The 3 lessons from our Christmas in July sale that will transform our Q4. 𝗪𝗲 𝘁𝘂𝗿𝗻𝗲𝗱 𝗮 𝗳𝗮𝗶𝗹𝗲𝗱 𝗖𝗵𝗿𝗶𝘀𝘁𝗺𝗮𝘀 𝗶𝗻 𝗝𝘂𝗹𝘆 𝘀𝗮𝗹𝗲 𝗶𝗻𝘁𝗼 𝗮 𝗤𝟰 𝗴𝗮𝗺𝗲 𝗽𝗹𝗮𝗻. 𝗛𝗲𝗿𝗲'𝘀 𝗵𝗼𝘄 𝘄𝗲'𝗿𝗲 𝗴𝗼𝗶𝗻𝗴 𝘁𝗼 𝗰𝗿𝘂𝘀𝗵 𝗕𝗹𝗮𝗰𝗸 𝗙𝗿𝗶𝗱𝗮𝘆 (𝘄𝗶𝘁𝗵𝗼𝘂𝘁 𝘁𝗮𝗻𝗸𝗶𝗻𝗴 𝗼𝘂𝗿 𝗥𝗢𝗔𝗦): A few months ago, we ran a Christmas in July sale for our baby bamboo apparel client. The goal? New customer acquisition at less than $27 CAC. The result? A complete flop on Google Ads. We spent $250/day on a dedicated P-max campaign. Got 14 conversions. And a CPA that made our client's eyes water. Most agencies would bury this failure and move on. But here's the thing: Failures are just expensive lessons in disguise. So we dug deep. Analyzed every click, every impression, every conversion (or lack thereof). And we uncovered 3 game-changing insights that will transform our Q4 strategy: 𝗧𝗶𝗺𝗶𝗻𝗴 𝗶𝘀 𝗲𝘃𝗲𝗿𝘆𝘁𝗵𝗶𝗻𝗴. We learned that our audience needs more than a week to warm up to a big sale. For Black Friday, we're starting our campaigns 3 weeks early. 𝗦𝗲𝗴𝗺𝗲𝗻𝘁𝗮𝘁𝗶𝗼𝗻 𝗯𝗲𝗮𝘁𝘀 𝗯𝗿𝗼𝗮𝗱 𝘁𝗮𝗿𝗴𝗲𝘁𝗶𝗻𝗴. Our one-size-fits-all approach flopped. For Q4, we're creating hyper-specific segments based on past purchase behavior and site engagement. 𝗩𝗮𝗹𝘂𝗲 𝗽𝗿𝗼𝗽𝗼𝘀𝗶𝘁𝗶𝗼𝗻 𝘁𝗿𝘂𝗺𝗽𝘀 𝗱𝗶𝘀𝗰𝗼𝘂𝗻𝘁𝘀. 30% off wasn't enough. We're revamping our messaging to focus on the long-term value of our products, not just the sale price. But here's the kicker… We've implemented these changes in our evergreen campaigns and have seen: • 15% increase in ROAS • 22% decrease in CPA • 8% lift in average order value And we're just getting started.
𝗪𝗵𝘆 𝘄𝗲'𝗿𝗲 𝗻𝗼𝘁 𝗮𝗳𝗿𝗮𝗶𝗱 𝗼𝗳 𝘀𝗲𝗻𝗱𝗶𝗻𝗴 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀 𝘁𝗼 𝗔𝗺𝗮𝘇𝗼𝗻 (𝗮𝗻𝗱 𝘄𝗵𝘆 𝘆𝗼𝘂 𝘀𝗵𝗼𝘂𝗹𝗱𝗻'𝘁 𝗯𝗲 𝗲𝗶𝘁𝗵𝗲𝗿) Most e-commerce brands would rather die than send customers to Amazon. 𝗛𝗲𝗿𝗲'𝘀 𝘄𝗵𝘆 𝘁𝗵𝗲𝘆'𝗿𝗲 𝘄𝗿𝗼𝗻𝗴: You've spent months (maybe years) building your brand. Your website is perfect. Your checkout process is streamlined. And yet... customers aren't buying. Why? Because they don't trust you yet. We faced this exact problem with our mobility aid client. Their welcome flow was good, but conversion rates were stuck. The reality is that for some customers, your brand isn't enough. They need the safety net of a platform they know. That's when we had a controversial idea: What if we embraced Amazon instead of fighting it? 𝗛𝗲𝗿𝗲'𝘀 𝘄𝗵𝗮𝘁 𝘄𝗲 𝗱𝗶𝗱: 1. Added Amazon as an option in our welcome flow 2. Placed it strategically as the last email 3. Positioned it as a convenience, not a desperation move 4. Maintained higher prices on Amazon to protect margins 5. Used Amazon sales to retarget for direct website purchases 𝗧𝗵𝗲 𝗿𝗲𝘀𝘂𝗹𝘁𝘀 𝘀𝗵𝗼𝗰𝗸𝗲𝗱 𝘂𝘀: • 15% increase in overall welcome flow revenue • 5% of customers bought on Amazon who wouldn't have otherwise • 3% of Amazon buyers came back to our site for their next purchase 𝗕𝘂𝘁 𝗵𝗲𝗿𝗲'𝘀 𝘁𝗵𝗲 𝗸𝗶𝗰𝗸𝗲𝗿: By embracing Amazon, we actually strengthened our brand's perceived value. Customers thought: "If they're confident enough to send me to Amazon, they must be the real deal." 𝗧𝗵𝗲 𝗹𝗲𝘀𝘀𝗼𝗻? Don't let pride get in the way of profit. Meet your customers where they're comfortable.
Another week down and another round of game-changing insights to keep you ahead of the curve! Whether you’re looking to boost revenue or tap into new networking tools, this edition of Structured Insights has you covered.
𝗪𝗲 𝗮𝗱𝗱𝗲𝗱 $𝟮𝟱𝗸 𝘁𝗼 𝗮 𝗰𝗹𝗶𝗲𝗻𝘁'𝘀 𝘄𝗲𝗹𝗰𝗼𝗺𝗲 𝘀𝗲𝗿𝗶𝗲𝘀 Without adding a single email: When we first looked at the welcome series for our client, Journey Health & Lifestyle, it was functional… But that's about it. Generic designs. Repetitive messaging. Missed opportunities at every turn. For a brand selling mobility aids to seniors, every lost sale meant someone struggling unnecessarily with their independence. We knew we had to do better. So the team huddled up. We pored over data, customer feedback, and industry best practices. And then it hit us: 𝗪𝗲 𝗱𝗶𝗱𝗻'𝘁 𝗻𝗲𝗲𝗱 𝗺𝗼𝗿𝗲 𝗲𝗺𝗮𝗶𝗹𝘀. 𝗪𝗲 𝗻𝗲𝗲𝗱𝗲𝗱 𝘀𝗺𝗮𝗿𝘁𝗲𝗿 𝗲𝗺𝗮𝗶𝗹𝘀. Here's how we transformed their welcome series: 𝗥𝗲𝗱𝗲𝘀𝗶𝗴𝗻𝗲𝗱 𝘄𝗶𝘁𝗵 𝗲𝗺𝗽𝗮𝘁𝗵𝘆. Before: Generic layouts that screamed "marketing email" After: Tailored designs that spoke directly to seniors' needs and concerns 𝗜𝗺𝗽𝗹𝗲𝗺𝗲𝗻𝘁𝗲𝗱 𝘀𝗺𝗮𝗿𝘁 𝗿𝗲𝘀𝗲𝗻𝗱𝘀 Result: $8k additional revenue from people who missed the first email 𝗦𝗲𝗴𝗺𝗲𝗻𝘁𝗲𝗱 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰𝗮𝗹𝗹𝘆 Strategy: Values → Problems Solved → Best Sellers → USPs → Urgency 𝗔𝗱𝗱𝗲𝗱 𝘀𝗼𝗰𝗶𝗮𝗹 𝗽𝗿𝗼𝗼𝗳 𝗮𝗻𝗱 𝗳𝗶𝗻𝗮𝗻𝗰𝗶𝗻𝗴 𝗼𝗽𝘁𝗶𝗼𝗻𝘀 Impact: Doubled purchase order rate from 0.2% to 0.44% 𝗘𝘅𝗽𝗮𝗻𝗱𝗲𝗱 𝘁𝗼 𝗺𝘂𝗹𝘁𝗶-𝗰𝗵𝗮𝗻𝗻𝗲𝗹 We added Amazon as an option for gift card holders and hesitant buyers 𝗧𝗵𝗲 𝗿𝗲𝘀𝘂𝗹𝘁 𝗳𝗼𝗿 𝗮𝗹𝗹 𝘁𝗵𝗶𝘀? A 50% revenue boost without a single new email. More importantly, more seniors getting the mobility aids they desperately needed.