It's hard to know where to start when it comes to email marketing. You want to make a great first impression with your customers, but you don't want to seem too sales-y or spammy. Thinking about how to structure your flows can be overwhelming. There are so many things to think about - from the design of your email, to the copy, to the timing of your send. And if you're not careful, you can easily end up annoying your best customers and driving them away. Where do you even start?
It’s time to help more customers through the journey that sets you apart from other brands. From just welcoming prospective customers to your brand and enticing them to make a first purchase, to onboarding them to your product for the first time to encourage a repeat purchase. There can be a lot of nuance to the type of content they can receive, the timing of it all, and how it can actually help your business grow without more time consuming customer service.
Here’s the 3 email flows we recommend getting started with ASAP:
Checkout abandonment (not to be confused with cart abandonment!)
Checkout abandonment occurs when someone has started the checkout process and has passed checkout step 1 where their email address was entered, but then didn't complete their purchase or step 2. Most likely scenario for checkout abandonment is unexpected costs before finishing their order, like Shipping, taxes, or the length of shipping times. I worry about the one-page checkout impacts on merchants being able to collect emails for this essential flow. A Checkout abandonment email sequence is a series of emails that are sent out to customers who have abandoned the checkout process in order to encourage them to finish their purchase. The main difference between cart abandonment and checkout abandonment is that in cart abandonment, the user has only added items to the shopping cart but hasn’t initiated the checkout process (and they're ALREADY on your email list) whereas with checkout abandonment, the user has proceeded towards buying something but hasn’t finished it and may have potentially provided their email and marketing consent for the very first time.
Most importantly, Checkout abandonment means this customer had a HIGHER purchasing intent that a cart abandoner.
4 things to keep in mind for Checkout abandonment flows:
- Send timely notifications – Make sure to send out your notification as soon as possible after someone abandons their cart - preferably within 15 minutes, no more than 3-4 hours. Doing so will help create urgency and remind customers that they left something in their cart that could benefit them.
- Provide personalized product recommendations – Encourage purchases by featuring related products or discounts in your notifications that could further enhance the customer’s journey and get them closer to completing their purchase. Don't leave generic products in this email, ensure they are complementary to the product viewed or in the cart.
- Use targeted messaging – Get personal by using targeted messaging such as personalized product recommendations or special discounts based on past interactions with the website/company - this will help add value & engage customers throughout their shopping experience.
- Re-position the offer – Likely, users abandoned because of shipping costs or taxes. Try repositioning the offer with highlighting products like AfterPay or Free Shipping or 30 day money-back guarantee.
Product onboarding flow
Different from your signup flow, It is important to understand the key ways in which your customers interact with your products and set them up for success when using them so they will be repeat purchasers. One of the best tools for achieving this is Product Onboarding Flow inside Klaviyo. It allows you to create a personalized onboarding sequence that helps customers become aware of and take advantage of all the features and benefits your product offers. This is especially useful for wellness brands on Shopify, as they are able to showcase their unique offerings in a digestible format that speaks directly to beginner topics that help keep customers out of your CX teams inbox, all the way to nurturing more habitual patterns than enable a repeat purchase behavior.
A great example of this is the onboarding sequence that Athletic Greens provides when you become a first time customer, particularly when you signup with their bundle. The first email is delivered spookily accurate to when the product shows up on your doorstep. The content essentially is built to habitualize the product usage. Helping target customers biggest issues that cause refund requests, returns, or churn like taste, texture, spoilage, making it a routine, and
Product Onboarding Flow inside Klaviyo will help you create a customized experience for customers while providing them with valuable information about your product. Here are five key benefits of creating a Product Onboarding Sequence:
- Generate awareness – By giving users an introduction to your product, you can quickly generate positive awareness about what makes it stand out from the competition and how it can be used to solve their problems or make life easier.
- Introduce features – Product Onboarding Flow inside Klaviyo can help you introduce users to important features such as payment options and discounts, so they’re more likely to use them when interacting with your business.
- Demonstrate value – You can easily demonstrate how much value users get from using your product by showing them exactly what features are available and how they can take advantage of each one.
- Engage customers – You can use interactive elements like surveys, polls, quizzes and more within the onboarding process to keep customers engaged while they learn more about your product.
- Build trust - By providing helpful information and taking time to answer questions throughout the onboarding process, you can build trust between yourself and potential customers - leading to increased loyalty and longer-term relationships over time.
Brand ambassador program signup and nurture
Creating a Brand Ambassador Program Signup and Nuture Flow inside Klaviyo provides several key advantages, such as:
- Generate interest – Allow users to discover why becoming an ambassador for your brand is beneficial by highlighting the rewards involved in doing so. Showcase special discounts, exclusive offers or access to special events/products that they can only receive through signing up.
- Utilize incentives – Offer attractive incentives such as cashback rewards, gift cards, promotional items or exclusive products to get people motivated about becoming an ambassador for your business.
- Engage customers – Linking to interactive elements like surveys, polls and quizzes within the onboarding process, you can keep customers engaged while they learn more about what being an ambassador entails.
- Measure success – By measuring metrics such as engagement rates or conversion rates you can evaluate how successful your program has been over time - allowing you optimize it based on what works and what doesn't work well for your business/customers.
- Build relationships - Use nurturing emails, chats or calls during the onboarding process regarding any questions users might have about becoming an ambassador, helping create long-term customer relationships and building trust between yourself and potential ambassadors - leading to increased loyalty and more future interactions with your business over time
- BONUS, have a pol of talent to mine content and collaborate in the future.
10 most important things to consider when working with your first flows
- Craft effective subject lines – Lean on ambiguity to create curiosity and tension. When you create attention-grabbing where you want to know MORE, that's when click rates skyrocket.
- Create personalized content – Personalizing each email with customer data such as name, past purchases and product preferences will help encourage customers to complete their purchase. You can also leverage Klaviyo conditional blocks to create specific content served based on conditions, like cart sizes of the past, or links they have clicked on previously.
- Put your CTA (Call to Action) within the first 600 pixels to maximize your click-through rates, and reduce readers getting lost in your content.
- Keep each email focus on one call to action - don't stuff each email with links to multiple different task models or asks of your customers.
- Add visuals but keep them simple – Eye-catching visuals like videos, GIFs or images can be used to capture customer attention and promote engagement with your emails.
- Include an incentive – Offering incentives such as free shipping or promotional codes will provide customers with an extra push to complete their purchase.
- Measure performance – Keep track of metrics like open rate, click rate and conversion rate to ensure your email campaigns are performing well over time.
Is your head spinning yet?
That’s why we make the Klaviyo KickStart service for our emerging brand owners who know how powerful email can be for their business, but just don’t have the time to execute properly.
Imagine being able to sit back and watch as your customer engagement skyrocket and revenue increase without having to do extra work or think twice about it! Let us take away all the stress from writing campaigns and flows that engage customers.
Instead focus on what matters most - growing the business itself!
We'll help you create beautiful emails that look great on any device, and we'll give you templates and tips for writing amazing copy that will get your customers excited about hearing from you. Plus, we'll show you when is the best time to send your emails so that they always reach your readers' inboxes.
If you're looking for help with the blocks you have on making email your no-fail revenue driver, we're now booking spots for our most requested service Klaviyo Kickstart.
That's why we're offering only ONE space per month for Klaviyo Kickstart, our newest service that includes:
- 3 flows of automated emails designed, written, and deployed for you
- Re-usable templates to start sending on-brand campaigns with ease
- Strategic list building tactic
- Targeted segments for your campaign sends
- Strategic copywriting to help with open rates and click rates
- and more