How to increase repeat customers with email
Contents
Accquiring emails
3 types of email
Campaign Flow Transaction
One-time send to a group. e.g. holiday blasts or promotional sends.
Triggered when a certain behavior occurs. e.g. abanonded cart or a welcome series.
Similar to flows, but for after people purchase. e.g order confirmation or shipping confirmation.
Accquiring emails
3 types of offer form
Sign up Coupon Enter to win
CVR 1%
Immediate email.
Easy to track.
e.g. signup to join our mailing list to hear latest news (no offer).
CVR 5%
Immediate revenue.
Easy to track.
e.g. signup to join our mailing list and receive a coupon for 10% off.
CVR 10%
Slow revenue.
Harder to track.
e.g. signup to join our mailing list and you’ll be entered to win a free product of ours.
A basic signup form doesn’t get many submissions.
Test this first.
A coupon form is easy to track effectiveness, as CVR is quick to see.
Test this next.
Have to wait until draw ends before you calculate CVR and effectiveness.
Test this last.
Figures based on benchmarks from 500M signups.
Accquiring emails Popups
2A B
Exit intent Delayed
Do this on desktop.
Only display when a visitor has read the page’s content.
e.g. when visitor moves their mouse offscreen about to leave.
Customers are more receptive at this moment.
Do this on mobile.
Only display when a visitor has read the page’s content.
e.g. when a visitor has scrolled most of the way down a page.
Only show the popup when the visitor has scrolled down 60-75%.
Accquiring emails Flyouts


Ask a question
Use flyouts for registered users to get more information.
e.g. ask which category they’re interested in, their gender or who they’re shopping for etc.
-
-
More success has been found asking for details in this order.
can even be in the same form, but one after the other.
3 must-have core flows
Abandoned
BoughtSignup
Welcome Abandoned Checkout Post-purchase
This is the first messaging your potential customers will read, so it’s extremely important.
Not to be confused with ‘abandoned cart’.
Visiting the checkout is after adding items to cart, so if a potential customer visited the checkout, they had a high intention of buying.
Show appreciation to your customers by saying “thank you”.
You also want them to give feedback, and get them involved in your community.
















3 flows to increase LTV
Cross-sell
Buys oftenBought
It’s easier and cheaper to sell to an existing customer. Promote products to customers who recently bought a related product from you.
High RFM
VIPs Repeat purchasers
Treat your best customers like VIPs. Use RFM to decide who to target here: R: Recency F: Frequency
M: Monetary spend
Use a flow to predict when a customer is next likely to buy. Email them an encouragement at the right time.













Recently engaged
7 Segment examples
Here’s some essential segments you should setup in your Klaviyo account.
All purchasers
product
Segment examples
Recently engaged
e.g. engaged in the last 30, 60 or 90 days. 30 days will have higher conversions, but leave a lot of customers on the table.
Alternatively, Audiens builds and monitors essential segments automatically.

Segment examples e.g. spent $$$ recently. These customers are incredibly valuable.
VIP customers
Alternatively, Audiens builds and monitors essential segments automatically.

Segment examples
All purchasers
e.g. all customers who’ve bought at least once. When you have a message for everyone.
Alternatively, Audiens builds and monitors essential segments automatically.

Segment examples
Specific product
e.g. customers who’ve bought a specific product. To target with a cross-sell or promote a product they haven’t yet bought.
Alternatively, Audiens builds and monitors essential segments automatically.

Segment examples
Abandoned cart
e.g. customers who’ve addded products to their cart, but left before reaching the checkout.
To remind customers before they buy elsewhere.
Alternatively, Audiens builds and monitors essential segments automatically.

Segment examples

Assumed gender
e.g. customers who have declared their gender or are likely a gender based on their behavior.
To recommend other products they may like.
It’s knowing you know nothing.
If you know you know nothing, you’re in a good place.
You know you’re not the customer. You don’t know what they You can now shine a light.
You reach for data.
If you had just received data, you might disagree or ignore
If you agree you don’t know how your customer thinks, you’ll use data to
Alternatively, Audiens builds and monitors essential segments automatically.
Segment examples
Geographical area
the light.
e.g. customers who are in a particular geographical area. To suggest geographically -relevant products, or what other customers are looking at nearby.
Alternatively, Audiens builds and monitors essential segments automatically.

Giveaways
10 Campaign examples
Start with one campaign per week and work up to five. Leverage your different segments and diversify your content.
Influencer partnership
and seasons
offers
proof
Campaign examples
Product launch

People love the latest, greatest and best. Your latest product is great to encourage a first or repeat purchase.

Influencer partnership
Curate your content around what they like to keep the messaging genuine.
Campaign examples
and seasons
Special offers
Use fixed calendar dates to pre-plan your promotional content.
can even use
like
Chase created artificial scarcity with these three offers.

The bigger discounts were limited to only

The lowest
were
Campaign examples
Educational and social proof
Here, Chase showed the evolution of the wallet through the years.

Telling a story, or showing how it’s used by others in the community can inspire your customers.
Giveaways
There’s two types: solo and joint giveaways.
Solo giveaways are where you give your own product away.

Joint giveaways are where you partner with a complimentary brand that isn’t competing with you to give something bigger away.
These will be either massively successful or unsuccesful. Test!
Campaign examples
Bundles
Gifting
A great way to increase AOV. Want to avoid giving a discount code that could end up on a discount site?

Suggest a bundle of products that go well together and apply an auto-discount if bought together.
Just because a product has a low repurchase rate, doesn’t mean it’s unloved.
For hero products that are bought infrequently, suggest gifting options.

Campaign examples


Current events
Team focussed
This email was ready for whichever team won. It released as soon as the game ended and picked up tens of thousands of dollars.
This really humanizes your brand. The more you can peel back the layers and introduce your team, the better.
buy big ideas, not products. Your copy should reflect this.
exciting, interesting, timeless and relevant.
9 Extra Tricks
focus on too many things at once.
one thing / idea / topic / problem / solution.
not talking a crowd.
read your copy.
“you” language, don’t
Show personality.
your copy
loud.
it doesn’t sound like you, rewrite it.
perceived value should be greater than the price.
it easier to say “yes” than “no”.
Extra Tricks
6. Recycle top content
Keep an eye on what’s performing well
Chase noticed some of his educational emails were bringing unexpectedly high revenue. He took these emails and recycled them into a new evergreen sequence.

Extra Tricks
7. Advanced email popups
Use EOD to your advantage
Target those with an expected order date in the next two weeks.


You can show a popup just for them, to help nudge that sale.
Plus, these codes don’t need to be unique to each customer. The numbers on the end make it look unique, thus making it less likey to end up on coupon websites.
Extra Tricks
Use your site’s header tactically

8. Custom properties
Anyone who clicks a header category can be given a custom property in Klaviyo of that category. Create a flow where you email them suggested products in that category a few hours later if they didn’t buy.



Extra Tricks 9. AMP: Accelerated Mobile Pages
Use AMP to beef up your pages
AMP allows you to speed up mobile pages for more engaging, interactive and actionable email experiences. You could include expandable content and product carousels directly inside an email.


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