1. Start with relevant content of value
Content is king and taking the time to invest in your own, unique content is an investment in the growth of your business.
2. Take the time to craft a “Thank You” email
An important email in your series should thank your customers for taking an interest in your business. Take this opportunity to tell your audience more about your business, why it was set up and what it is trying to achieve.
3. Clean your lists each fortnight
It’s important that you only send emails to people who want to receive them. Therefore it should be easy to unsubscribe and you should regularly clean your lists to remove anyone who has marked your emails as spam or not opened anything in 6 months. This in turn will increase your open rate and therefore reduce the likelihood that future emails will go into the dreaded Spam folder.
4. Keep an eye on your open rate
The open rate is the percentage of emails that are opened compared to the number of emails that are sent. You should aim for an open rate of 25-35%. The open rate depends on a number of factors including your subject line you have chosen as well as how interested your audience is in your brand.
5. Clean your lists to improve your open rate
Create a list of people on your list who have not opened an email in more than 6 months and whose email has bounced more than once. By removing these people from your send list you will be cleaning your list and in turn will increase your open rate.
6. Aim for a Bounce Rate of 2-3%
The email bounce rate is a percentage of emails that cannot reach a recipient's mailbox and are in turn redirected back to a sender. A high bounce rate will be a clear indication that you are using an out of date email list. Klaviyo tracks the bounce rate of every flow and campaign so keep an eye on these and stop sending emails to the addresses that bounce more than once.
7. Make unsubscribing easy
If someone doesn’t want to hear from you then it should be very easy for them to unsubscribe. In the UK, this is a legal requirement as part of GDPR. Every email you send should include a unsubscribe link and you should never send another email to those who have unsubscribed.
8. Aim for an unsubscribe rate of less than 0.25%
A high unsubscribe rate indicates that you’re either sending to those who do not wish to receive your marketing or you’re sending content that does not resonate with this audience. An increase in unsubscribes may signal to inbox providers that you are sending content that recipients do not wish to receive and therefore impact your deliverability.
9. Include a link to your FAQs
The lower the friction to getting their answers, the more likely your customers will convert. If you include a link to your FAQs page in each email you will reduce this friction and increase your conversion rate.
10. Use segments to find your most active customers
Klaviyo allows you to segment your audience based on their behavior. You can use this to find the people within your database who are the most engaged. Create segments to find individuals who have opened your emails more than once in the last 3 months and those who have visited your website more than once in the last 3 months. Exclude those who have placed an order and you have created a segment of the individuals who are most likely to convert but haven’t yet. You can then use the integrations section of Klaviyo to integrate with Facebook and create a custom audience which you can target with advertising.
11. Start your design with mobile
In 2021, over 80% of emails were opened on mobile devices. Therefore it is imperative that you design your emails with the mobile layout as the priority. As well as using the mobile preview option within Klaviyo, you should send the email to your own mobile device before setting the email as live.
12. Choose the right email frequency
On average, the best frequency for newsletters are no more than twice a week and at least once a month. The right frequency for you will depend on the quality of your content and the engagement of your audience. In fact, more and more consumers want to receive emails from brands. 61% of consumers want to see at least one email a week from brands they follow.
13. Send your welcome email immediately
Once you have set up your welcome email, ensure that it is sent immediately to anyone who has subscribed to it. Let subscribers know on the thank you page that the email has been sent and to check their spam folder. You can then follow up this initial email with an additional 3 emails in the 3 subsequent days via an automated flow.
In order to increase deliverability, you should verify your domain within Klaviyo. This will be your “dedicated sending domain” and will improve deliverability in the eyes of inbox providers since your sender email address will match the domain you're sending from.
15. Use your copy to connect with your audience
The tone of your emails should be appropriate for your brand and consistent across your campaigns and flows. Write in a natural, conversational way and don’t be afraid of using long copy in “your thank you” email to communicate your brand values. Your customers have made the decision to buy from your company so use the subsequent emails to reassure them that they made the right choice.
16. Craft your subject line
The subject line is a key component in achieving high open rates so spend the time to make sure it is creative enough to capture the attention of your audience. Come up with a few options and use the A/B testing feature of Klaviyo to find out which works best.
17. Set up an automated review request flow
Email is a great way to ask for customer reviews and can be set up so that the “review request” email is automatically sent shortly after their order arrives. This is the time that your customers are most likely to be willing to take the time to leave a (hopefully positive) review.
18. Tell your brand's story
Once a customer has made their first purchase from your store, you should set up the series of automated emails below that will be sent over the 10 days that follow. Each of these orders is an opportunity to communicate the values behind your brand and the story of how it came to be. Use this opportunity to connect with your customers on an emotional level so that they are more likely to make a repeat purchase and recommend your products or service to their friends:
- Order Confirmation
- Thank you email
- Has your order arrived?
- How did we do / Review Request
- A little gift from us
19. Try a double send strategy
The people on your list are no doubt as busy as the rest of us and your email may have arrived at the wrong time. You can create a segment of your list that hasn’t opened your email in 48hrs and resend the same email to those individuals at a different time of day.
A/B testing is a way for you to compare two (or more) versions of something to understand which one performs better. The form analytics section of Klaviyo allows you to measure how your sign up forms are performing at an aggregate or individual level. Create a few variations of your sign up form and keep an eye on the submit rate of each one to decide which is the best performing.