Most email platforms charge you a monthly fee according to how many subscribers you have on your list, and this can become quite expensive as your list grows. If you are using your email marketing platform effectively though, the revenue it generates for your brand should make this subscription fee more than worth it.
For ecommerce brands, Klaviyo is the best platform choice, and most Klaviyo users see a 90x ROI on their subscriber fees!
Anna Skaroupka from Email by Design has put together five tips for you to ensure you maximise
the revenue you create from your email marketing strategy.
Follow these five tips to maximise the revenue you create from your email marketing strategy.
1. Use an effective opt-in strategy
An effective opt-in strategy allows you to grow your email list at a faster rate, and boost your first-time customer conversion rate too.
Test various opt-in offers to see which resonates best with your traffic. Some commonly used opt-in strategies include a dollar or percentage off discount, a free gift with purchase, and free shipping. A good opt-in rate to aim for is between 5-10%.
Your pop-up form should be clean in design with enticing copy, to encourage people to take the offer. Don’t try to collect too much information on the first page of your form as this will reduce the submission rate. Instead, use a secondary page of the form to collect extra information or SMS marketing consent.
Klaviyo forms allow you to choose which behaviours will trigger your opt-in offer to be shown. Make sure your form is only showing to potential first-time customers, and not showing to those who already exist in your database.
2. Automate your sales with flows
Make money while you sleep! Automated flows leverage your existing website traffic and customer database to improve your store’s revenue.
Head to the Klaviyo flow library and make sure you have these must-have flows turned on: Welcome Series, Abandoned Cart, Browse Abandonment, Post Purchase Thank You Flow, Back in Stock Flow, Winback Flow.
If your brand sells consumable goods, like skincare, food or candles, use the Replenishment flow to encourage customers to re-order from you. For fashion brands and other brands that mark down the price of their products regularly, the Pricedrop flow is an essential for you.
3. Craft a compelling campaign strategy
One of the most common mistakes I see brand owners make is that they are not sending enough campaigns. Worst still, is going months without sending any campaign and then sending a series of emails with a Black Friday offer. This creates distrust in your audience and causes large unsubscribe rates.
To achieve long term success, plan out your campaign strategy ahead of time. Choose how many emails you want to send and then stick to a regular sending pattern. Include a variety of offers and promotions, as well as value-add topics and angles.
Some campaign ideas that work all year around include New Arrivals, Sitewide Sale, Feature A Collection, Best Sellers, Founder Story, Feature Reviews, Product Bundles, Back In Stock, Last In Stock, Repurpose A Blog Post.
You can also check out Klaviyo Showcase and Milled.com for ideas on the campaign styles that other brands in your niche are using.
4. Split Test everything
Most email platforms allow you to easily split test your emails and forms to optimise their effectiveness. Some variables to test include: subject lines and preview text variations, email send times, having an offer versus no offer, the call-to-action button location and text, having a hero image versus no hero image, using plain text versus heavy design, and showing versus hiding product prices.
Every time you run a split test, review the results and use them to guide future decisions on your form and campaign design and specifics.
5. Personalise your emails
Personalised emails are more likely to be opened and clicked on. Try using the First Name field in the subject line or preview text at times. Also, include the First Name field at the start of the email copy.
Names aren’t the only form of personalisation available. Klaviyo allows you to use dynamic product feeds with personalised recommendations in campaigns, to show relevant products based on each customer’s viewing and order history.
For more information on how you can maximise your store’s revenue with email marketing,
contact Anna at Email by Design.