How to Use Klaviyo for Shopify (...$157,094 per Month From Email)
We’ve generated millions in revenue for entrepreneurs over the past six years by combining e-commerce with “unbelievably optimized” retention marketing. And in large part,?we do it?through Klaviyo following the simple formula I’ll share below…
Why Klaviyo Is the Best (Not Sponsored)
While there are some cheaper alternatives, the customizability, intuitive interface, and straightforward A/B split testing makes?Klaviyo?my pick, and unlike other platforms it's explicitly designed for Shopify.
I will go over each section that we use to consistently?boost Shopify revenue by 20-40% every single month:
Getting Started
Getting started is easy, just install the Klaviyo app via the Shopify app store and follow the steps there.
If you're using something like Active Campaign or MailChimp, don't just copy and paste your list to Klaviyo & start sending.
You will need a careful migration process since you have to warm up the new Klaviyo account - if you just start blasting your email list it will raise red flags and can easily harm your sender reputation dooming all your future emails for the spam folder.
Make sure to choose a good sender email; this will be the first thing people see, so it should make sense and be linked to your primary domain.
I recommend having a no-reply address as well as one potentially linked to your customer support for emails you want replies to, such as order confirmations
Segmenting Your Lists (& Why It’s Essential)
For the most effective email marketing (and to avoid annoying your customers), list segmentation is essential. There will be fundamental differences in your customer base that require different messaging.?
Think about how a petcare brand should only send dog toy related emails to dog owners and would want to very much avoid sending those to goldfish owners.
One of the best distinctions is segmenting based on?subscribers who haven't purchased and purchasing customers.?
A brand introduction and education campaign is fantastic for converting new subscribers into first-time purchasers but is?unnecessary and possibly annoying?to existing customers.?
Optimizing Email Collection (Signup Forms)
Step one will be improving your email collection with a tailored signup form.
Every customer should see this, so make sure it looks as cohesive and professional as the rest of your site.?A good start would be to match your site:?
The goal is to make these as non-intrusive as possible, and that's done with?1.?proper timing?(so shoppers don't get bombarded with popups as soon as they hit your site),?2.?and with the offer...
Just like in any ad, the offer will have the most determining effect &?shoppers are much more likely to give their email if they receive something fun and valuable in return.?
For the best results, a unique offer that is ‘more valuable' than the standard 10% off offer will get dramatically more sign ups...?Remember the average email subscriber is worth $47.
Note:?For discount codes, give the code instantly within the popup form.?A?common mistake?I see is sending the discount to the customer's inbox which causes loads of unnecessary buyer friction, because now the shopper has to leave their session and come back.
Campaign Frameworks
Campaigns will be where you spend most of your time in Klaviyo and are the revenue-driving backbone.
These are the emails that come to mind when you think about email marketing; new product launches, holiday specials, and newsletters
With campaigns, the real secret is figuring out what your list reacts well to so it's not a guessing game each time you go to send a new one.
The way to do this is to get very creative with your A/B testing?and test different overall email concepts, for example:
It's important to understand what type of emails your list loves because unlike other emails there's no predetermined structure.
Ex.?With an abandoned cart flow, the concept will always be the same:?
Whereas with a campaign:
With time you'll find a winning campaign formula that will give you a structure to effortlessly sell & build loyalty each time.
The 4 Golden Email Content & Copy Rules
Always think value over selling?- Selling is ok, but you can only do that so long before it gets annoying... Giving value in every email makes people look forward to receiving them
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Ex. sending interesting tutorials, news, or educational emails correlated to your niche - something you would be interested in seeing.?
Loyalty?- The best emails build a relationship with the brand, product, or founder.
Give a reason why?- Build a respectful relationship by giving a clear and logical reason why you're messaging a customer.?Ex.?instead of “here's a discount,” “we’re sending you this discount because of XYZ.”
Keep it quality over quantity?- email is a long-term game, and sending just a few too many can end that customer relationship.
To Customize or Not: Email Flows
Setting up custom flows in Klaviyo is key for success, not only do they account for loads of revenue if done correctly, but...
they're also a largely untapped opportunity to differentiate your brand where it usually wouldn't be expected.?
Ex.?An order confirmation email is usually just a boring order number and ‘Thank You' which isn't doing anything for your brand, and?if done poorly, can actually cause buyers remorse...
OR?
You could take the opportunity to turn it into an awesome, customized multi-email flow that?gets customers excited and affirms their buying decision?by educating them on the brand story and product plus in the process you can increase $AOV with a well-tested upsell.
Every flow you can think of,?from welcome series to abandoned cart flows should be fully utilized because the returns on branding and revenue are exponential.
Deliverability and List Hygiene
For excellent email marketing that skyrockets your revenue, it's important to actually reach your customers instead of landing in their promotions tab or, worse, the spam folder…
It's ideal to 'clean' your list?every 1-2 months?and remove contacts with the following:?
If you don't do this, mail providers like Gmail will take note of bounced and unresponsive recipients and are more likely to mislabel your emails as promotions and spam.?
Constant Iteration, Improvement, and A/B Testing
One of the reasons we get such incredible results for the brands we work with is our constant and systematic A/B split testing.?
Killer success in email is similar to the math statistic that if you?increase $1 by 1% every day for a year, you'll have nearly $38;?a 3678% percent gain.?
You can get these sorts of crazy numbers from Klaviyo but to do this, you must be optimizing, improving, and sending every single day.?
It's not something that is 'one and done' or that you give a nod to it, but rather a deliberate continual process done in a systematic way,
Remember?to only test on a?small sample?of your so you don't need to exclude too many people from your final winning version,?and to?only test one variable at a time?
A few basic A/B tests:
Getting Data From UTM Tagging
Klaviyo allows you to “tag” button links with a special tracking code within your sent emails.?
Doing this gives you great insights into how customers interact with your emails, allowing you to make better improvements and have data to support that.
Planning a Campaign Calendar, Expecting an Email (& the Damage of Forgetting)
The last step for great long-term success with Klaviyo is to plan a campaign calendar in advance and schedule campaigns to go out on those dates.?
A calendar and scheduled campaigns will keep you on top of your game, because to hit these amazing numbers it's vital to stay consistent and top of mind with subscribers.?
In fact, forgetting to send certain emails can hurt your brand…
Ex.?Many shoppers wait all year for an awesome black Friday deal, and if you fail to reach out to them about this, not only will they go to a competitor, but you will also lose that relevancy and goodwill with them.?
Similar to how?it looks really bad if a brand focusing on eco, and environment-conscious products fails to send out a campaign on earth-day...
Ecommerce?Marketing Isn't Solo
I hope you enjoyed this basic tutorial. If you’re feeling overwhelmed and would like us to walk through in much more depth how we can specifically use these steps to grow your business this year with not only email but also SMS, I would suggest?booking a complimentary consultation call with me.?
Whether you want to consider?an agency to master this for you?or do it yourself, I urge you just to get started because the #1 mistake I see is people getting paralyzed and leaving this incredible revenue and profit driver untapped.?
YouTube's #1 Expert in B2B Lead Generation & Cold Email Outreach. Helping business owners install AI lead gen machines to get clients on autopilot. Founder @ Otter PR
7 个月Great post! Just followed!