11/23/2021
We started working with an early growth stage Australian supplement brand this Fall on some basic email flows. In the first 30 days of implementation, we've already seen a 26% lift in revenue.
The long-term flows haven't taken effect yet, so we'll only see this number rise, especially once we start sending segmented email campaigns to their subscribers.
The screenshot is the dashboard of our client's Klaviyo account. Klaviyo is the go-to email service provider (ESP) we recommend for all of our clients.
If you're new to email or need tips on building a more compelling email strategy, we've compiled the following points below for building an effective email ecosystem:
1. A high converting popup to build your list.
There needs to be an incentive for someone to give you their email (10-20% off, BOGO, Free Shipping, $__ off, enter a giveaway). So test offers and popup designs until you have a minimum 2-3% opt-in rate. Ideally, you'd like to see 8-12%, but it depends on your specific brand and what offer you can incentive visitors.
2. A congruent email design template reflecting your brand's style.
You should use this design template for all emails. One of the biggest mistakes we see when auditing email accounts is the lack of email design congruency. Customers should recognize your email at first glance and know it's from your brand. After all, people only tend to spend 2 -3 seconds with an email on average, so make sure the design and messaging are straightforward. Also, avoid using colors and styles different from your brand's style guide.
3. Start with email flows before sending campaigns.
Email flows are an automated series of emails based on triggers. In contrast, campaigns are a one-time email send to a particular list.
The core three flows you need are Welcome Series, Abandoned Cart, and Post Purchase flows. Ideally, you should have 6+ flows in your email ecosystem, but these three are where you should start.
4. Once you have about 500-1,000 subscribers (depending on your brand), start sending segmented email campaigns.
Do not send email blasts to your entire list - this is a big 'no no' for email marketing. Segment by behavior or engagement (leads, purchasers, VIP customers, specific product purchasers, etc.). Sending to particular segments of your list allows for a more personalized and effective email strategy.
Learn more here: www.newrevenuemedia.com
