Guide: Increase repeat customers using email

Guide

How to increase repeat customers with email with Chase Dimond

Founder, Boundless Labs

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Contents Page 3

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3 types of email 3 types of offer form Popups Flyouts

3 flows for LTV 7 segment examples 10 campaign examples 9 extra tricks

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3 must-have core flows

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3 types of email

Accquiring emails

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2

Campaign

Flow

X

3

$

Transaction

One-time send to a group.

Triggered when a certain behavior occurs.

Similar to flows, but for after people purchase.

e.g. holiday blasts or promotional sends.

e.g. abanonded cart or a welcome series.

e.g order confirmation or shipping confirmation.

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3 types of offer form

Accquiring emails

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%

?

?

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2

3

Sign up

Coupon

Enter to win

CVR 1%

CVR 5%

CVR 10%

Immediate email.

Easy to track.

Immediate revenue.

Easy to track.

Slow revenue.

Harder to track.

e.g. signup to join our mailing list to hear latest news (no offer).

e.g. signup to join our mailing list and receive a coupon for 10% off.

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.

A coupon form is easy to track effectiveness, as CVR is quick to see.

Have to wait until draw ends before you calculate CVR and effectiveness.

Test this first.

Test this next.

Test this last.

Figures based on benchmarks from 500M signups.

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Popups

Accquiring emails

A

2B

Exit intent

Delayed

Do this on desktop.

Do this on mobile.

Only display when a visitor has read the page’s content.

Only display when a visitor has read the page’s content.

e.g. when visitor moves their mouse offscreen about to leave.

e.g. when a visitor has scrolled most of the way down a page.

Customers are more receptive at this moment.

Only show the popup when the visitor has scrolled down 60-75%.

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Flyouts

Accquiring emails

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Ask a question

Order matters

Use flyouts for registered users to get more information.

1st - Ask for email

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.

2nd - Ask for phone number

This can even be in the same form, but one after the other.

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3 must-have core flows Signup

Welcome This is the first messaging your potential customers will read, so it’s extremely important.

Abandoned

Abandoned Checkout 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.

Bought

Post-purchase Show appreciation to your customers by saying “thank you”.

You also want them to give feedback, and get them involved in your community.

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Must-have flows

2

1

Brand story, benefits of shopping with us

Welcome, thank you, discount code

3 Social proof, popular products

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1

Community, follow on social

Welcome series

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Must-have flows

1 Reminder, show items, show trust, reviews, testimonals

2 Reminder, educate on company values

2

Abandoned checkout

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Must-have flows

3 Request for review, follow on social

1 Thank you, validate their decision, how to use product

2 Request for review

3

Postpurchase

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3 flows to increase LTV Bought

Cross-sell 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 Treat your best customers like VIPs. Use RFM to decide who to target here: R: Recency F: Frequency M: Monetary spend

Buys often

Repeat purchasers Use a flow to predict when a customer is next likely to buy.

Email them an encouragement at the right time.

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Flows for LTV

1 Related cases

2 Related goods

1

Crosssell

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Flows for LTV

1 Discount

2 Discount reminder

3 Discount reminder

2

VIP customers

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Must-have flows

3

1

Discount

Discount

4 Discount reminder

2 Discount reminder

3

Repeat purchasers

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7 Segment examples Here’s some essential segments you should setup in your Klaviyo account.

Recently engaged

Abandoned cart

VIPs

All purchasers

Assumed gender

Specific product

Geographical area 15

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.

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Segment examples

VIP customers e.g. spent $$$ recently.

These customers are incredibly valuable.

Alternatively, Audiens builds and monitors essential segments automatically.

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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.

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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.

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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.

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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.

Alternatively, Audiens builds and monitors essential segments automatically.

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Segment examples

Geographical area 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.

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10 Campaign examples Start with one campaign per week and work up to five.

Leverage your different segments and diversify your content.

Product launch

Influencer partnership

Holidays and seasons

Special offers

Social proof

Giveaways

Bundles

Gifting

Current events

Team focussed 23

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.

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Campaign examples

Holidays and seasons Use fixed calendar dates to pre-plan your promotional content.

You can even use fun days like National Pizza Day .

🍕

Special offers Chase created artificial scarcity with these three offers.

The bigger discounts were limited to only 20 customers.

The lowest discounts were open to another 30.

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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!

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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.

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Campaign examples

Current events This email was ready for whichever team won.

It released as soon as the game ended and picked up tens of thousands of dollars.

Team focussed This really humanizes your brand.

The more you can peel back the layers and introduce your team, the better.

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9 Extra Tricks 1. Big idea

2. Rule of one

3. Write like you

People buy big ideas, not products.

Don’t focus on too many things at once.

Read your copy out loud.

Your copy should reflect this.

Sell one thing / idea / topic / problem / solution.

Be exciting, interesting, timeless and relevant.

If it doesn’t sound like you, rewrite it.

4. Talk to a person

5. Be irresistable

You’re not talking a crowd.

Individuals read your copy.

The perceived value should be greater than the price.

Use “you” language, don’t generalize. Show personality.

Make it easier to say “yes” than “no”.

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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.

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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.

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Extra Tricks

8. Custom properties

Use your site’s header tactically 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.

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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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Want more?

Watch the webinar replay audiens.com/learn/chase-dimond-webinar + Includes 10 minutes of bonus Q&A

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