Ando's

Tips for More Ecommerce Sales from A Klaviyo Marketing Agency

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Intro

When it comes to ecommerce, email marketing is proven to be a worthwhile investment. Four billion people check their inboxes at least once per day, and Statista predicts email marketing revenue to increase 65% over the next 4 years. That’s a lot you’re missing out on if you’re putting little to no effort into your email marketing.

So if you’re one of those ecommerce store owners who’s not optimized their email marketing yet, listen up. This article will change your mind on its importance and also show you how to implement effective techniques.

In this guide, I’ll give you an understanding of how effective email marketing can be for ecommerce stores. Then we’ll look at actions you can take to elevate your Klaviyo email marketing.

Yes, we’ll look specifically at how to use Klaviyo with Shopify, but all of what we’ll cover can be applied to whatever software you use.

Are you ready to become more intentional with email marketing on Klaviyo? Read on!

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Essentials for Email Marketing with Klaviyo

Automated flows beat campaigns every time.
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Stay true to your brand. Use tools like Chat GPT to help you write copy, but ALWAYS bring it back to your tone of voice and stay consistent with your messaging.
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More personalisation = more clicks = more sales. Create customer segments and speak directly to them. Make the most of Klaviyo’s extensive list of personalizations.
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Content must be valuable to your audience. There’s two ways to know what’s truly valuable. Research & testing.
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Keep your list tidy. Remove inactive subscribers to avoid spam complaints. Do this quarterly (at least).
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Optimize for mobile.
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1 Clear CTA per email.
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Report & adapt. Ask for feedback.

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The Power of Klaviyo Email Marketing for Shopify Stores

1. Driving Sales and Building Customer Loyalty: In the dynamic landscape of e-commerce, email marketing (especially Klaviyo email marketing) stands out as a formidable tool for driving sales and fostering lasting customer loyalty. Unlike other marketing channels, emails offer a direct and personalized connection with your audience. And the best part is that they’re not intrusive! People should be opting in to see your emails and they can simply unsubscribe when they no longer want to receive them. This means they’re a lot ‘warmer’ and therefore way more likely to buy than someone seeing your ads. Now the flip side to this is that you have to get people to subscribe in the first place, and always have to be delivering quality content so they don’t leave you. 😢

By leveraging an effective Klaviyo email marketing strategy, businesses build huge lists of ‘warm customers’ and create a loyal customer base that becomes an invaluable asset in the competitive e-commerce sphere.

2. Personalized and Targeted Emails Make a Difference: The era of generic, one-size-fits-all emails is long gone. In today's competitive market, consumers crave personalization and relevance (klaviyo is great for this). Personalized and targeted emails, tailored to individual preferences and behaviors, make a substantial impact on engagement and conversion rates. When customers receive messages that resonate with their interests, past purchases, or browsing history, they are more likely to open, click, and ultimately make a purchase.

I need to state, I’m not affiliated with Klaviyo in any way, but Klaviyo’s email marketing platform is great for this! The ability to craft personalized emails that speak directly to your audience's needs is almost endless with their flows and triggers. And Klaviyo’s seamless integration with Shopify almost makes it a no-brainer if that’s what your store is built on.

3. Email Marketing Complements Other Marketing Strategies: While email marketing shines on its own, its true power is realized when it complements other marketing strategies. It acts as a linchpin in the broader marketing ecosystem, enhancing the overall customer experience. For instance, a well-coordinated email campaign can amplify the impact of social media initiatives and increase your customer lifetime value by reminding them to purchase more frequently. Of course, your messaging should be synchronized across all channels to create a cohesive brand narrative. Email marketing, when strategically interwoven with other strategies, becomes a force multiplier for your overall marketing efforts.

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Things I do as a Klaviyo Marketing Agency

First, take a look at these stats 👇

A conversion is someone taking the desired action in your email. As you can see, people are more likely to take action from an automated email compared to an email campaign. Why? Because it’s more valuable to them. It speaks specifically to their stage in the customer journey. Infact, the more personalized your emails and your flows, the more clicks you’ll get, therefore the more sales.

How can you leverage Klaviyo to significantly enhance the personalization of your emails? Begin by constructing targeted email flows tailored to specific customer segments. Here are five essential flows to kickstart your personalization journey:

Back-in-stock: Put a user-friendly form on your Shopify site that seamlessly captures the emails of interested shoppers browsing an out-of-stock product. By doing so, you can initiate a series of targeted email notifications, keeping these potential customers informed about the product's availability status and ensuring they receive an update when it returns to stock. Pro tip - mention exclusivity, it’s not going to be back in stock forever!
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Welcome: Extend a warm greeting to new subscribers when they join your newsletter. 🤗 Initiate a genuine conversation to encourage replies, as increased engagement directly impacts your email deliverability—minimizing the likelihood of being marked as spam by Google and other email clients.
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Abandoned cart - When a potential customer adds items to their cart but doesn't complete the purchase, seize the opportunity to remind them of the incredible benefits your product offers. Send at least one abandoned cart reminder, addressing any concerns or reasons that may have deterred them from making the initial purchase.
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Win-back: Reconnect with customers who haven't made a purchase in a while. Not only are they missing out on the remarkable experiences your products provide, but your business is also losing potential sales and a chance to increase Customer Lifetime Value (CLV). Remind them of the value your brand brings to their lives.
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VIP: Recognize the significance of the 20% of customers who contribute to 80% of your revenue (the 80/20 rule). Show appreciation for their loyalty by crafting thoughtful, relationship-building emails. Avoid the frustration of your VIP customers seeing new customers receive discounts while they pay full price. Instead, reward them and acknowledge their loyalty through personalized messages when they reach significant milestones.

To research or to test? The answer lies in a combination of both, I believe. Conduct thorough research within the constraints of your budget, especially when entering a new market. Comprehensive research, though often valuable, may not always be feasible for many e-commerce businesses operating on tighter budgets. However, you've already accomplished the significant feat of building an e-commerce business, showcasing your practical prowess.

Leverage your common sense to jot down assumptions about your target audience, particularly focusing on how they prefer to be communicated with—keeping in mind that overt sales tactics might not resonate well. Boil down your observations into 2 or 3 key messages, and then put them to the test through A/B testing. Continuously iterate and refine your messaging strategy. Once you've mastered the messaging, delve into testing other elements such as imagery, email length, send times, and even nuances like button color. This iterative approach ensures your marketing efforts stay dynamic and continually optimized for maximum impact.

As the proud owner and operator of a Shopify store, it's likely that you spend a considerable amount of time behind your computer, checking emails on desktop. However, the reality is that majority of people—55%, to be precise—open emails on their mobiles. What does this mean for you? It underscores the importance of optimizing your email designs for mobile viewing.

Ensure that you meticulously review how your emails appear on mobile devices during the design phase. Avoid the pitfalls of filling your emails with content that takes ages to load on mobile data. By prioritizing a mobile-friendly design, you're not just adapting to the preferences of the majority but also ensuring that your messages are accessible and engaging for a broader audience.

Now this is a really simple step where a lot of people fail. Only have one call to action per email. Period.

Maintaining a tidy database is crucial. Periodically, take the time to sift through your contacts, aiming to remove unengaged subscribers at least once per quarter. This practice isn't just about cleanliness; it's a strategic move to prevent uninterested contacts from marking your emails as spam.

Why does it matter? Well, Google sets a threshold—less than 0.3% of your sent messages should be marked as spam. Falling short could lead to repercussions, such as your emails being flagged or, halted altogether.

Also, if you're sending more than 5,000 emails a day, make sure to include an easy one-click unsubscribe button. It's a good practice and helps people opt out if they want to.

The most exciting part of my email marketing routine? It's not just about looking at reports—it's about diving into what's working and fixing what needs a little love. But, let's be real, this isn't about reports for show-and-tell; it's about making moves. If emails aren't getting opened, I turn into a bit of a detective. Is it the subject lines? Or maybe the timing? Whatever it is, I tweak and test until we've improved.

Start big. Tackle the main messages and flow structure. Then, get into the nitty-gritty, like picking the perfect button color.

And another tactic: I ask my subscribers for feedback. Who better to tell us what's working or not than the folks receiving the emails, right? So, I create a Google form and include it in the email. Remember, It’ll be the only CTA in that email! One per email.

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Conclusion

We've delved into the essentials of Klaviyo email marketing, exploring strategies and execution tactics to elevate your email marketing to the next level. Crafting personalized & valuable content and utilizing automated flows would be the two biggest things I would like you to take away from this short read, if nothing else. These tactics paired with A/B tests will surely set you up for an increased return on investment from your email marketing.

My focus is to drive more sales for Shopify businesses like yours. So, if you still have questions, need something explained further, or want me to execute this for you, then jump on a free 45 minute consultation call here.

Also, if you’d like to learn how I grew my clients email list to 1,222 in less than 3 months, email me “Email list growth.” ando.fuller@gmail.com