Marketing automation with Klaviyo: boost conversion with more than 20% by Linda Blijenberg
3 reasons why e-mailmarketing is a must
1. High conversion
Every entrepreneur knows this already, but it cannot hurt to stress it once more: e-mailmarketing continues to be the best-converting type of marketing for your business. And to kick in another open door: yes, everybody is on Facebook, but even more people use e-mail. What is more, if your company has someone’s e-mail address, it means this person gave it to you. This customer already knows your brand. It won’t be cold calling, like in a Facebook ad.
High conversion is not the only advantage, because e-mailmarketing is also a marketing channel that you own yourself. Bob: “E-mail is owned marketing: it is constant, predictable, you have control over it. When you advertise on Facebook or Google you basically throw a lot of money over the hedge and then pray the sales will come. You have no access to the algorithm, and have no choice but to accept any change of terms they roll out.”
Case in point: Apple’s recent iOS 14 release, which makes successful advertising on Facebook a lot more difficult. Because of this privacy update visitors with an Apple device are much harder to track, which has a negative effect on your ROAS (Return On Ad Spend). Bob: “It’s going to be a real challenge to achieve a healthy return. Will you still be able to reach your revenue targets? One way of ensuring this is to scale up your e-mailmarketing.”
And finally advantage number 3: e-mailmarketing is still the cheapest form of marketing available.
E-mailmarketing with Klaviyo & Code (and Midge)
For all those reasons, at Code we strongly believe in e-mailmarketing. And since the Shopify-MailChimp divorce in May 2019 (while we’re on that topic: could it be the argument was really about MailChimp preparing to move into storefronts as well?) we swear by Klaviyo to achieve the best results.
Why? Because Klaviyo enables you to monitor the behaviour of the people receiving your e-mails in great detail. With that information you can start tweaking to improve your conversion rate. What kind of e-mails do you send your customers? How long should they be, and should they have images or not? What could you change about the Subject line to boost open & clickthrough rates? In what segments should you divide your customerbase to further personalise your e-mails?
Klaviyo also integrates seamlessly with Shopify and other Shopify apps that we love to work with at Code, such as Loyalty Lion and a few customer review apps.
Klaviyo is like Shopify in the sense that it is so userfriendly that anyone can start working with it – but if you really want to make a splash with your e-mailmarketing you can’t ignore Code. Because at Code we have got a secret weapon: Midge, our Head Klaviyo. Since 2019 he refines and improves e-mails on a daily basis, until he has found the best-converting combination for our clients. Hence, Midge knows all the viable strategies and benchmarks, knows what works for which clients and which line of business, and has the technical knowledge to customize Klaviyo to fit your needs as a brand. And not without success! Thanks to his efforts Code quickly became the first (and so far only) Platinum Klaviyo Partner in the EU.
Code is Platinum Klaviyo Partner
You don’t become Platinum Partner for nothing. It means we help a lot of clients and that those accounts are relatively healthy, meaning our e-mails are relatively rarely seen as spam – which indicates that our e-mails are opened and read relatively often. As a Platinum Partner we can also offer our clients a few nice extra’s, such as a quarterly growth report for our clients, early access to new features, and our own Channel Success Manager at Klaviyo who makes sure we can help our clients even better.
Results with Klaviyo
What can you expect in terms of results, as our client? Midge: “Our most successful accounts receive about 40 to 50 % of their total revenue from e-mailmarketing with Klaviyo. These are brands such as Eline Rosina, POM Amsterdam, Fascino and Veloretti. The average is a bit lower, but still, a conversion rate of 20% is feasible for practically all brands.”
Bob adds: “We also see how our clients save money by rolling out one-off sales actions through Klaviyo. It could also have been done by building a whole flow in Shopify, but that is usually a lot more complicated and expensive and it doesn’t communicate as well with customers.” He mentions the examples of Sneakin, which launched a sneaker raffle this month and used Klaviyo for registration, drawing of lots, and follow-up; and Veloretti, which opened a pre-order option for the launch of their very first electrical bike.
Code’s Klaviyo package in 4 steps
Suppose you’re quite impressed by that 20 to 50% revenue we rake in for our clients, and you’re thinking of having Code do your e-mailmarketing. What can you expect of our Klaviyo package?
One thing we can guarantee is that we will work very closely with our client. Because we know how important brand consistency is, we make sure to use your own branding and tone-of-voice, the content and images you and your employees deliver to us. Depending on your wishes, budget and situation, we’ll determine a viable strategy and get to work. Throughout it all we check in with you regularly and constantly keep communication lines open, so you always know where we are in the process.
Below, Midge lines out what you can expect in terms of practical, day-to-day steps:
Step 1: Onboarding
“We start by opening an account, and importing the database from your previous e-mail program. Then we implement the three best-converting e-mail flows:
- a welcoming sequence for new customers
- an abandoned-checkout reminder (this will retrieve about 10% of abandoned carts)
- a back-in-stock notification.
Subsequently, we will A/B-test them for a while: what is the best timing, subject line, content? Should we use a header image or not? A formal or informal tone-of-voice? Should we exclude certain customer segments from certain e-mail flows?”
Step 2: Expanding and finetuning
“After onboarding, every month we will have a look at how to further improve existing flows, and which new flows and campaigns to set up. If necessary we create new customer segments, for instance to reach a very specific audience for a campaign. Each adjustment and each new e-mail flow is of course tested, in line with a brand’s strategy.
The longer we’re working with your e-mails, the better we can predict customer behaviour: when you see a customer buying deodorant four times a year, for example, it’s smart to send them an e-mail just before their next purchase – for instance about the amount of loyalty points they have built up, and how they can use those to buy a new tube of their favourite product.”
Step 3: Cleaning up your e-mail list
“What we often do is removing inactive customers from your e-mail list. We send them an e-mail asking if they still want to receive e-mails from your brand, and if we don’t get a positive reaction we remove the address from the list. Clients often have to get used to this a bit, because quite often they have patiently gathered these e-mail adresses over years of time, and it feels as if they’re throwing away a valuable asset. But trust me, it’s rewarded in various ways: your lists are shorter, which lowers costs; open- and clickthrough rates will increase because all the inactive recipients are cut out, which convinces Google to not mark your e-mails as spam as quickly; and your revenue from e-mailmarketing will increase.”
Step 4: Feedbackloop with your webshop
“When a client is successful with Klaviyo, it often comes with adjustments to their Shopify webshop as well. The client grows, starts thinking about new features and campaigns for their webshop – like offering subscriptions – and to communicate those to their customers they use Klaviyo. This in turn leads to more growth, and the process repeats itself. It works together beautifully.”
Interested? Let’s talk!
Are you already a client of Code’s? In that case you’re always welcome to have a sparring session about your e-mailmarketing. We can tell you all about cost, the kind of results that are feasible for your business, and how we propose to execute any specific requests you have.
If you aren’t a client of ours yet, but you do run a Shopify webshop: don’t hesitate to contact us! Give us a call, send an e-mail or drop by in Delft or Amsterdam. We’re happy to get to know you and your business!