Which products should go in your emails?
Your best seller isn't always the best product for an email. Three short lists show which products belong in which send.
The Wizel Team
Email marketing strategist · · 2 min read
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Picking products for an email often comes down to habit: the hero product goes in every send, plus whatever's new. That leaves money on the table, because different products do different jobs. Some win first orders. Some sell well at full price. Some only move when they're on sale.
Three lists worth pulling
3 lists
top sellers by revenue, top first-order products and top full-price sellers
- Top sellers by revenue. Your proven products. They suit sends to your whole engaged list, and restock emails.
- Top first-order products. What new customers choose when they buy for the first time. These are your strongest products for welcome emails and for subscribers who haven't bought yet.
- Top full-price sellers. Products people buy without a code. Feature these when you want revenue without giving margin away.
Lay the three lists side by side. A product that shows up on all three is a safe lead for almost any send. A product that only appears when it's discounted is a sale-day product, not an everyday one.
Match the product to the person
The same product can be right for one segment and wrong for another. Someone who bought a starter kit last month doesn't need the starter kit again. They need the refill or the next step up. Someone who has never bought needs the product most first-time buyers choose, because it has already proven it can win over a stranger.
Ask what job the product is doing in this email: winning a first order, earning a second one or clearing stock. Then pick from the list that does that job.
Watch for products that only sell on discount
If a product's sales jump every time there's a code and flatten in between, putting it at the top of every email teaches customers to wait. Check what share of each product's orders used a discount before you make it a regular lead.
Ask your own numbers in Wizel
With Klaviyo connected, the Wizel chat pulls each list for you:
- “What are my top 20 products by revenue?”
- “What products do first-time customers buy most?”
- “Which products are most dependent on discounts?”
Frequently asked questions
Should my best seller be in every email?
No. It's a strong default for your engaged list, but repeat buyers have often bought it already. Rotate in products that suit each email's job, like first-order favourites for new subscribers and refills for past buyers.
How many products should one email feature?
One clear lead product and a few supporting ones is easier to take in than a grid of twenty. If the email has one job, every product in it should serve that job.
How do I find my best entry product?
Look at first orders only: which products appear most often, and which of them lead to a second purchase. The second check matters, because a cheap entry product that never leads anywhere may not be worth pushing.
