Recently, at the highly anticipated COSP Outdoor Exhibition Cross-Border E-Commerce Forum, Aurora SendCloud's email solutions expert Huang Zihang (Zack) delivered an insightful speech titled "The Independent Growth Engine: Leveraging Email Marketing to Build High-Value User Assets."In his presentation, Zack deeply analyzed the common growth challenges faced by overseas brands and systematically proposed a user-centric solution to build a brand’s private traffic pool, earning enthusiastic responses from the audience.
Growth difficulties for global brands
At the beginning of his speech, Zack pinpointed two core pain points for overseas brands:
1 Rising customer acquisition costs
As platform competition intensifies, advertising costs continue to increase, while the return on investment ( ROI ) for new customers keeps declining, making customer acquisition exponentially more difficult.
2 Inability to generate sustainable value
A large number of customers make a "one-time purchase" and then churn. Brands struggle to establish direct connections with them, resulting in low user loyalty and leaving repurchase to chance.
What is the solution?
How can brands break through this dilemma? Zack’s answer is to make the critical shift from a "traffic mindset" to a "user mindset" and build their own "private reservoir." This means brands need to transform one-time traffic from public platforms into reusable, low-cost, directly accessible private user assets through effective strategies, thereby establishing trust and creating new growth value.
Three steps to build your brand’s own audience
Zack elaborated on three key steps to build a brand’s "reservoir," forming a complete action guide:
1 Handshake - Convert visitors into subscribers
Zack shared various techniques to encourage customers to willingly provide their emails at key touchpoints. Whether through value-added package inserts (e.g., activating extended warranties) or smart instruction manuals (guiding users to access video tutorials) for platform sellers, or through incentive pop-ups (e.g., first-order discounts) and interactive engagements (e.g., lucky wheels) for independent站 sellers, the core principle is to offer clear value to users, converting them from anonymous visitors into engaged subscribers.
2 Conversation - Build relationships
Capturing emails is just the beginning; high-quality "Conversation" is the core of deepening brand relationships. Zack demonstrated how to tell brand stories through automated email sequences:
- Welcome Series: Go beyond discount codes by sharing the brand’s mission, founder’s story, and product craftsmanship to build emotional connections with new subscribers.
- Post-Purchase Care: Every successful delivery is an opportunity to strengthen the relationship. By sending clear logistics updates, product usage and maintenance guides, and sincere feedback requests, brands can establish a professional and reliable image while driving high-quality user-generated content ( UGC ).
3 Win Back- Awaken dormant customers
For the nearly 70% of abandoned online shopping carts, Zack shared a set of effective last-step strategies:
- 1 hour later: A friendly reminder to rule out technical issues.
- 24 hours later: Use social proof (e.g., positive reviews from existing customers) or low-stock alerts to create urgency.
- 48-72 hours later: Offer a limited-time discount as a final incentive to encourage purchase completion.
Why sending quality is the foundation of all strategy？
Zack cleverly used the "iceberg theory" to emphasize that the success of all marketing strategies relies on an unseen technical foundation. While 10% above the water represents marketing strategies (email design, copy, discounts), the hidden 90% below is the technical base that determines success—"sending quality," including delivery rates, inbox placement rates, IP reputation, domain warm-up , and email authentication (SPF/DKIM). He noted, "If emails land in the spam folder, even the best marketing efforts are wasted." As a professional email delivery service provider, Aurora SendCloud ensures brands’ global operations are safeguarded with excellent deliverability, globally deployed servers, and one-on-one expert support, guaranteeing every email lands in the inbox, not the spam folder.
Conclusion
At the end of his speech, Zack concluded, "Email is the lowest-cost, most stable 'special power." His presentation not only provided overseas brands with clear growth insights but also delivered a practical and actionable methodology. If you are facing similar growth challenges and wish to transform one-time platform traffic into a private growth engine for your brand, feel free to contact Aurora SendCloud for a personalized strategy consultation.
