Back From Leads to Loyal Customers: Lauren Moreno on Smarter Ecommerce Marketing
Tell us a little about yourself and what you do.
I’m the founder and CEO of 624 Agency. We help retail, ecommerce and designer brands transform fragmented marketing efforts into an organic growth engine to push past sales plateaus, increase profitability and scale their businesses.
How did you get into marketing, CRO, email marketing, or your specific field?
I led sales and marketing for a designer jewelry brand for 10 years – where I really got to experience all aspects of growing a brand. In this role I led our email marketing efforts for both wholesale and retail, managed our Shopify site, acted as art director and oversaw a team of 30 sales reps. It was this experience that fueled my passion to start my own business helping other small brands grow. I started 624 Agency to do just that. And while my job is to manage the entire agency, I’m still closely involved in our email marketing projects – as that’s a channel I’m particularly passionate about. It’s such a great revenue driver!
What types of businesses or clients do you usually work with?
We work with designer brands in the ecommerce or retail space. If you aren’t trying to discount your way to brand loyalty, chances are we’re a good fit.
What’s one marketing tactic you think is underrated right now?
Email flows. They maybe aren’t underrated, but they certainly don’t get the attention they deserve. Well built, continually optimized flows can bring in significant dollars (think 50% of email revenue). Too many brands are missing out on this because they don’t have these flows set up, or they set them up once and then forgot about them. One of my absolute favorite flows is an abandoned browse flow. It’s low hanging fruit if you aren’t already running one.
What are the most common mistakes you see businesses make when trying to convert website visitors into leads or customers?
Most mistakes stem from not accurately mapping the journey from lead to customer, which leads to too many or too few touchpoints. It’s true that it takes 8-12 touches to convert a customer, but that’s across all channels, not one. You need to understand the buyer journey so you know where they are interacting with your brand so you don’t overwhelm them. On the flip side, you also don’t want to be too shy about outreach once they’ve opted in.
What’s your approach to turning a new lead into a customer after they subscribe?
A well thought out welcome flow is critical. I’m partial to a 5-part welcome flow, because you have the opportunity to build brand trust, educate the lead on your product and show social proof. It isn’t just about pushing your welcome offer (although that’s a part of this flow, too).
What marketing trend or change do you think businesses should pay attention to over the next 1–2 years?
I think we’re going to see a desire for content and marketing to feel more human in response to all of the AI created content out there. Your brand can stand apart now by putting your people front and center – show us your founder, your team, your customers. Tell us what really goes on behind the scenes, and write copy like you’re talking to a friend.
If you could give our readers one actionable marketing tip they could implement today, what would it be?
Create one single source of truth for all of your marketing across channels. I’m a fan of a single calendar and what I call a companion deck – with a slide for every key campaign. These tools are critical for sharing with agency partners and across your team so everyone stays on the same page and your marketing is not only seamless but also strategic.
