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1. Post-purchase flow
What does your client need after they purchased something in your store? That is a really good question to ask yourself when brainstorming your email marketing strategy. A good post-purchase flow will anticipate any problems or questions your customer might have.
2. Pre-sale
When your brand launches a new product, it can never hurt to generate a lot of buzz even before the product is available. That way you can engage customers way before they actually receive their product, build anticipation, and also create a sense of scarcity. Email marketing is a perfect way to do all this.
3. Reviews and User Generated Content
User Generated Content (UCG) is extremely important to build trust with your online audience. People will be much, much more inclined to shop with you after having heard about other people’s positive experiences with your brand or product. This is why reviews are a must for your online store. In fact, reviews are so important that you will want to add them to your marketing emails as well. To do this, you need to connect your ESP with a review app. At Code, we regularly integrate Klaviyo with Reviews.io or JudgeMe, two powerful review tools that open up a range of options when combined with Klaviyo.
4. Loyalty program
Most apps that facilitate loyalty programs for your Shopify webshop (such as Loyalty Lion, Smile.io, or Growave) have an email option, but this is often very limited in terms of branding, layout and strategy. If you connect your loyalty app with Klaviyo you have many more options. Klaviyo can predict a customer’s next purchase, for example, based on their purchase pattern so far. This works especially well with products like razor blades and toothpaste and such, which people need to replace on a regular basis.
When Klaviyo tells you a customer buys a new shampoo bar every 6 months, you can send them an innocent-looking email about 7 days before they will buy again, reminding them of the amount of loyalty points in their account and suggesting what reward they might claim with it. The customer will be more likely to use any discount codes for their upcoming purchase, or do something else with their loyalty points when they are in your store to buy new shampoo.
5. Product quiz
Currently there is a trend in e-commerce to offer customers a more and more personalized shopping experience, even if it is online. This strategy is particularly suited to fashion, where sizes, shapes, colours and styles are all very personal. It also works brilliantly for a connoisseur audience buying products like books, coffee or wine.
A very useful tool for personalized shopping is offering visitors of your store an online decision aid or product quiz, with which customers can determine what product suits their personal needs, tastes and preferences best. Before they fill out the questionnaire, ask customers for their email address, so you can load their data into Klaviyo and send them the results of the quiz - which, incidentally,
creates another opt-in possibility, in addition to the opt-ins elsewhere on your site. With the data from the quiz, Klaviyo can also group customers according to their personal profile and send the various
segments personalized emails catering to a particular profile.
6. Subscriptions
The trend for subscription products is still going strong, and is an excellent way to keep customers coming back regularly. So if you have any products in your catalogue that people regularly need a replacement for, like coffee or infant formula or sun screen: consider setting up a subscription program to boost your Average Order Value
and improve your customer retention. Connecting your subscription app with your Email Service Provider can open up a lot of possibilities to get the most out of your subscriptions. At Code we prefer the subscription app Recharge for this: it plays very well with Klaviyo, and we saw some amazing results from the combination. Our client Kabrita grew their AOV by an incredible 200% when they launched their subscription program for baby and infant formula made from goat’s milk.
7. Facebook Lead Ad
As we already mentioned in the introduction to this e-book: online acquisition has become more and more expensive and less and less effective lately. Of course most e-commerce brands can’t really do away with online ads altogether - you need to source new customers to stay in business - so you will want to get the most of your expensive ads. This is where email marketing can make a big difference for your results: if you follow up on your ads with some well thought out email flows, the new visitors clicking on them are more likely to stick around.
If you use Klaviyo, you can make your ad campaigns a bit more effective by having Klaviyo instruct Facebook on which segments of visitors you are targeting. This works very well if you want to enrich your email list anddatabase. Think of targeting these three segments of your email list, for instance, with a tailored FB ad:
- Customers who bought something but didn’t subscribe to your emails: try to get them to subscribe via the FB ad.
- People who haven’t yet bought anything, but have shown interest in your store: have a raffle in which people can win a voucher, or offer new subscribers a free sample product (more about that option in the next paragraph!).
- People who don’t know your brand yet: get them to subscribe so you can introduce them to your brand.
Don’t overestimate the effects too much, though: with an online advertisement you usually get quantity instead of quality. Hence, it is best to purge your email list every once in a while to weed out the inactive subscribers via a sunset series.
8. Sample flow
Of course you can also use your FB Lead Ad to offer people a free sample of your product, to introduce them to your brand. This works best with people who have already shown interest in your brand, but haven’t bought anything yet. Hence, have Klaviyo feed Facebook that specific segment in your database. A heads up: if you don’t have that data or want to throw your net a bit wider, expect quite a lot of opportunists who order anything that has the word ‘free’ on it...
What emails do you send the sample-seekers after they hit ‘subscribe’?
9. QR flow
The final flow of this blog is something Code recently started experimenting with, and that we will certainly continue: using offline events to attract new leads! We tried this out for our client Naïf, a popular brand selling sunscreen for children, when they attended the Dutch Negenmaandenbeurs (‘Nine-months-trade-fair’, a big trade fair for mothers-to-be).
At the event, Naïf ran a promotion campaign where people could win prizes by using the scratch code on a flyer. On that flyer, they also put a QR code leading people to a page where they could enter their scratch code and some personal data, such as their email address.
An extra incentive for people to do this was Naïf’s promise that everyone, regardless of their code, could also order a free sample pack, to be delivered to their doorstep. This worked like a charm to expand their email list: in the month following the trade fair, it grew by a whopping 20%!
Interested?
Suppose you’re quite impressed by that 25 to 50% revenue we rake in for our clients, and you’re thinking of having Code do your email marketing.
You’re always welcome to have a sparring session about your email marketing. 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.
Rather do it yourself? Download our e-book with more explanation about the flows, examples, and inspiration.
