How to make over $1.2 Million in One Year With Email Marketing

We’ve talked a lot about e-commerce tools and software. But how do you actually use them? Today, I’m going to show you how to use Klaviyo and OptinMonster to make a ton of revenue for your e-commerce business.?

Let’s get into how we generated over $1.2 million in one year with email marketing for our client in hair and beauty e-commerce.?

Where did it all begin??

December 2020. Our client came to us with a clear request: increase their store revenue.?

While they were generating decent revenue from Facebook and Instagram, only 11% of their total store revenue came from Klaviyo email marketing.?

Within our first year of working together, we increased our client’s email marketing revenue to 30% of their total store revenue. This amounted to $1,259,851.?

How? Let’s talk flows, campaigns, and popups.?

Flows?

Email flows are essential to every successful email marketing strategy.?

Flows are triggered by a customer action, e.g. when a site visitor abandons their cart or makes a purchase. These allow e-commerce owners to upsell, maintain post-purchase communication, and capture lost conversions.?

When setting up email flows, make sure that you have these 5 Fundamentals:?

• Pop Up Welcome Flow - For people who have signed up to your email list via pop ups.?
• New Customer Flow - Triggered by a customer purchase. This flow has one of the highest open rates, so make sure that your copy and design are top-notch.?
• Returning Customer Flow - Triggered by repeat purchases. The Returning Customer Flow is a great opportunity to express your gratitude to your customer, make them feel appreciated, and provide the incentive to buy more, leave a review, and/or talk about your brand on social media.?
• Abandoned Cart ?- Usually three emails reminding a customer that they left something in their cart. The first is often a simple reminder, the second and third may offer discounts or other buyer incentives.?

Klaviyo personalizes this flow with ‘dynamic blocks’. These blocks will show the item that the customer left in their cart.?

• Browse Abandonment - This flow operates on the same principle as the Abandoned Cart flow. It is triggered when a customer looks at a particular item but leaves the store without adding it to their cart.?

When done well, email flows start making revenue for your store almost immediately.?

In December 2020, our client made 2% of their total store revenue from email flows. In January 2021, just one month after working together, our email flows made up 16% of their total store revenue, amounting to over $74,000 in just 30 days.?

Talk about results!?

Believe me when I say you need flows!

Pop Up Optimization?

Remember that pop up flow I was talking about? Surprisingly, I’ve met a lot of e-commerce owners who are scared of pop ups.

I get it. We’ve all visited a store with pop up after pop up. It’s annoying.?

Like flows, you just need to know how to use pop ups properly.?

Begin by enabling e-commerce settings in Google Analytics. These will tell you how long your users spend on your e-commerce store website.?

Next, calculate the average time customers spend on your website, excluding time spent on checkout pages. Have your pop up appear a second or two before they leave.?

You know how much I love Klaviyo. Use that tool for all your emails. But for pop ups, I highly recommend OptinMonster. Its pop ups tend to have a higher conversion rate than Klaviyo pop ups, it has loads of pop up options, and its software is super easy to use.?

One of my favorite features of OptinMonster is its exit-intent pop ups. These track mouse activity to detect when your customers are about to leave.

If you’re unsure about pop ups, start with exit-intent pop ups. When a visitor is about to leave, what have you got to lose by implementing a pop up? You’ll see the results, trust me.?

Pop ups are fundamental to conversion rate optimization. They grow your email list, increase conversions, and generate more revenue for your store.?

Campaigns

We pretty much followed our standard procedure for email campaigns.

Why?

Because it works.?

Email campaigns are sent at the e-commerce owners discretion and can be divided into four categories:

• Trust - Social proof emails, such as customer reviews
• Promos - Product promotions
• Content - Long form emails on subjects relevant to the e-commerce store?
• Sales - Sales announcements and reminders

For now, let’s just look at sales campaigns. (I’ll get into the other three another time, I promise.)

For every sales event, we sent out four emails: the pre-announcement, grand opening on sales day, a reminder of the sale two days later, and an urgency email two days following that.?

This structure works super well for our clients, but campaigns do vary from store to store. Some clients don’t really run sales - it all depends on your offer and what kind of incentives you want to provide.?

Just remember: campaigns are as essential as flows. That brand-customer communication builds trust, legitimacy, and retains your customers. As I always say, repeat customers are more valuable than new customers.?

Campaigns made up over $400,000 of our client’s total store revenue within our first year of working together.?

They work.

If you’d like to read more about this particular client, feel free to check out their full case study .

I love this one, not just because it shows how email marketing can make a ton of money (I mean, that helps), but it’s the perfect example of how important it is to keep things simple.?

If you’re gonna take anything from this, let it be: simple scales, fancy fails.

Work with your data and e-commerce software. They’re there to help you! Keep your emails clear, straightforward, and simple. Your customers will thank you for it.?

Do you have any email marketing tips that I’ve missed? I’d love to hear them. Leave them in the comments or drop me a DM or email if you like! I’m always happy to hear from you.