After working with countless stores making $100k+ each month, we’ve come to the conclusion that it’s not your niche that determines your success.
It’s how strategic and proactive you are with email campaigns.
Klaviyo is the most complete email marketing solution that you can find for Shopify. When leveraged correctly, the platform can boost your email revenue to around 18% – 30%.
The app also includes integrations with the best eCommerce tools, such as Privy, Yotpo, Aftership, and more.
In this blog post, we’ll dive into what it takes to create a $100k+ a month Klaviyo account and take your sales to the next level.
A Note About Revenue
At SellerFlows, we’ve noticed that a solid Klaviyo account typically represents around 15 – 30% of a store’s revenue. Sometimes even higher.
There’s a certain revenue threshold to get there. If your store is doing over 500K a month, you have a good chance that you could do $100,000 in sales with Klaviyo.
Here’s this table to give a better idea for revenue expectations:
The 9 Best Email Flows on Klaviyo
Klaviyo’s automation platform makes it easy to target your customers and schedule emails based on different situations. Here are the best types of flows on Klaviyo that bring sales:
Pre-Purchase Welcome Series
Once someone new signs up for your email list, you can start the customer relationship with a welcome series.
It’s a crucial part of the sales process since the prospect doesn’t know much about your products yet and needs more information.
Leads who sign up on your website are already showing their interest in your brand. You can use this stage to promote new products and communicate exciting announcements.
Welcome series emails typically deliver excellent results. The average welcome email has an open rate that’s 67% higher than standard email campaigns and has an 87% higher click-through rate as well.
Check out this great example from Riley:
As part of their welcome email, they offer a $25 off coupon to new subscribers for all orders above $150. It’s a great way to start a customer relationship on the right foot.
Abandon Cart Flow
Abandoned cart is when a customer leaves the cart without finishing their purchase. You can trigger certain popups that lead to a Klaviyo list when a users behavior shows they’re abandoning their cart.
When this happens, you can use Klaviyo to reach back to the customer via email and encourage them to finish their purchase. You have an array of choices, from sending a simple reminder to offering a discount.
Abandoned Checkout Flow For 3rd Party Checkout (Optional)
Many stores that are doing over $500,00+ each month are using post purchase upsell tools like Carthook or One-Click Upsell. Some stores also sell subscription products and need a tool like Recharge to process subscription payments. As of 2020, all of these apps require using an independent checkout (i.e. not Shopify checkout).
And since it’s an independent checkout, keep in mind that you’ll have to create a separate abandon checkout flow for customers that go into these checkouts. A simple solution is to just duplicate your current Shopify Abandon Checkout flow and swap out any conflicting logic.
Abandoned Checkout Flow
Cart abandonment is a major struggle for many eCommerce stores. Around 68% of shopping carts online don’t end with a purchase.
In other words, that’s almost ⅔ of your products that get abandoned at the last minute. If you don’t have a strategy in mind to recover your lost checkouts, that’s countless money that you’re leaving on the table.
Let’s say, for example, that you’re selling 5000 products a month with an average order value of $200. However, you’re also seeing 3000 abandoned carts.
That’s $600,000 worth of revenue that goes out the window each month!
A classic tactic to win back lost sales is to send checkout abandonment emails. When a customer doesn’t complete their purchase, you can follow up via email to encourage them to follow through.
Sending cart abandonment emails can do wonders for your sales. According to statistics:
- 40% of cart abandonment emails are opened
- 21% of users click on the checkout link
- 50% of people who clicked the checkout link end up making a purchase.
Need an example of what it looks like? Here’s how Everlane recovers lost sales when customers ditch their cart:
Notice how they’re not afraid to spice up their cart abandonment email with humor. It’s a creative way to get the customer’s attention without pushing the sale too hard.
Checkout Exit Intent
Another tactic that you can use with Klaviyo is leveraging exit-intent pop-ups during checkout.
For example, let’s say that it’s the visitor’s first time on your website. Just as they’re about to exit checkout without buying, you can offer them a 20% discount for a first purchase. Perks such as free shipping or same-day delivery can work as well.
Here’s an example of what an exit-intent pop-up looks like with Leesa:
Browse Abandonment Email
Whether you like it or not, most first-time visitors to your website won’t make a purchase. Around 92% of visitors aren’t ready to buy.
That’s a tough statistic to hear. No matter what you do to optimize your website, most visitors will never convert.
However, it’s not the end of the world.
There are many things in your control that you can do to maximize conversion, which include sending browse abandonment emails.
For example, let’s say a visitor views one of your products but doesn’t make a purchase. If you have their contact details, you can follow up via email with a special discount to invite them to buy.
Browse abandonment emails generate an excellent ROI. According to Klaviyo themselves:
- Browse abandonment emails have an average open rate of 52.79%
- They have an average click-through rate of 10.87%
- The average revenue per recipient is $1.25
Browse abandonment emails are an essential part of The Woolery’s email strategy. Below, they noticed that one visitor showed interest in one of their products, so they decided to reach back with the following email:
It’s ok if the recipient still doesn’t make a purchase right away. The more time they spend on your website, the more likely they’ll eventually convert.
Once the customer makes a purchase, you can send them post-purchase emails to gather their feedback. It will help you paint a better picture of their needs and understand how you can improve your service.
48% of an eCommerce store’s online sales come from only 8% of its customers. By creating a better online experience, post-purchase emails nurture the customer relationship and invite them back to your store for more.
Here’s how Bellroy collects customer feedback from customers once they make a purchase:
Outside of getting the customer’s thoughts about your product, another tactic you can use during the post-purchase stage is upselling.
Upselling consists of persuading customers to buy complementary items to their purchase. It’s a great way to deliver more value to the customer and win more sales.
You may have existing customers on your list who haven’t purchased in a while. In this case, you can reach back to them with targeted win-back flows.
It all goes down to figuring your average buyer cycle since most customers wait between purchases before buying again. Once they’ve passed the typical length of the buyer cycle, you can reach back with an email to win them back.
Here the type of emails that Ballard Designs sends when a new visitor window shops on their online store:
In this fun email, they’re giving the customer ten reasons to continue doing their shopping with them.
Ballard makes sure to highlight the benefits and include various resources such as blog posts and videos to educate the customer about their products.
Subscription upsell (optional)
As a bonus, you can use email to promote any subscription product during the post-purchase experience.
For example, let’s say that you’re a beauty brand that offers monthly bundles. If one customer buys some makeup from you, you can reach back again after 30 days to invite them to sign for your monthly subscription.
Thankfully, Klaviyo comes with subscription integrations such as Recharge to make this work.
5 Tactics for Running Your Email Campaigns Effectively
Here’s what you can do to optimize your email campaigns and generate the best results:
Have a Content Calendar
A content calendar is going to be essential to win at your email marketing campaigns.
With a content calendar, you’ll be able to keep track of your emails and make sure you stay consistent. You won’t have to worry about missing delivery dates, and your team will be much more productive in the long run.
Some of the best calendar tools that we recommend include:
Send Emails on a Weekly/Daily Basis
Consistency is key to engaging your audience and driving sales with email.
Think of it like a relationship with friends: if you’re not consistently keeping yourselves up-to-date or communicating, you risk losing them.
It’s the same thing with email marketing. Without frequently reaching out to customers with announcements and sales, they’ll forget about your brand in an instant.
Make Sure to Segment Your Emails
While being consistent matters, you can’t just blast email campaigns left and right with no strategy in mind. That’s just going to land yourself in the spam folder of leads and get yourself blacklisted.
Instead, you need to make sure that you’re sending the right message to the right person. That’s where segmentation comes in.
For example, demographics is something you can’t overlook. Data such as the customer’s age, gender, and location play a vital role in what kind of email you should send.
Once you collect this data from customers, you can run targeted sales every 6-8 weeks to specific segments.
Lastly, if a customer has completely stopped engaging with your emails no matter how hard you’ve tried to get them back, don’t be afraid to exclude them.
Split Testing Templates & Subject Lines
Another crucial factor to your success is A/B testing.
As an email marketer, you must be consistently testing new ways to engage your audience. Here are the three most important things you need to experiment during your campaigns:
- Subject lines: Optimizing your subject line is one of the best ways to increase your open rate. Make sure to test how different words, emojis, and offers in your line impact customers.
- Templates: Consider how customers are responding to the design of your emails. A simple change in templates can drastically improve your results.
- Send time: Lastly, test out to see which are the best times to send emails. For example, you can see if your response rate is higher during the morning or the afternoon.
Send Different Types of Campaigns
Lastly, your email campaigns need to be versatile.
Make sure that you’re engaging your audience with different types of emails throughout the customer relationship. Here are some examples of campaigns you can use:
- Company blog posts
- Customer testimonials on your products
- Brand announcements and updates
- Promotions and sales
Wrapping Things Up
There you have it! The main takeaway to get from this blog post is to adapt your email strategy to the customer’s behavior.
If they’re new to your brand, make sure to welcome them and educate them about your products. When a customer abandons their cart, you can follow up with them via email so they can finish their purchase.
Klaviyo is a great tool to add in your arsenal but can take time to figure out. At SellerFlows, we’ve helped many Shopify stores skyrocket their Klaviyo account to generate an extra 100K in revenue each month. Get a free email marketing audit today to learn more.