It’s common marketing wisdom that it costs five times more to attract a new customer than it does to keep an old one. So it’s no wonder that email marketing, which speaks directly to customers already engaged with your brand, would return the highest ROI of any digital marketing channel. The fact is that if you have an email list and you’re not putting together some kind of eCommerce email marketing, you’re leaving converted customers on the table. The bigger that email list, the more extensive and sophisticated your email marketing campaign should be.
If you who have already dabbled in email marketing, maybe with a free service, but feel that you could be getting more out of your email blasts, you probably can. That’s why I want to shine the 1Digital Partner Spotlight on Klaviyo, our email marketing service of choice. Klaviyo is part bulk email creator and sender, and part analytics dashboard. It was created to help you get the most out of the emails you send. It does this by making it easy to create customer segments, build email flows, and track customer behavior.
The Klaviyo System
Klaviyo is an email marketing dashboard which can be used to both create and send email blasts, as well as track their success rates and make adjustments based on analytics. You can create an email from one of their premade templates by dragging and dropping your content into the email editor, or create your own email from scratch and upload an HTML file. The Klaviyo system was specifically created for eCommerce email marketing and currently integrates naturally with Shopify, Shopify Plus, BigCommerce, Magento, Volusion, and others. Klaviyo’s pricing is based on the number of contacts in your list. 250 contacts qualifies for a free plan. The price goes up as the total number of contacts goes up, until topping out at 150,000 contacts, at which point they request that you get in contact with their team for a custom rate. You can see those pricing levels right here.
One area where Klaviyo really sings is in segmenting your email marketing. By segmenting your email list you can target customers by qualities like what they buy, how much they spend, how they interact with your emails and more. Research has shown that segmented email campaigns see a 14.31% higher open rate and 100.95% higher click-through rate than non-segmented campaigns. Your segments will also update automatically so that you don’t have to allocate manpower to sorting new customers into old segments. You can even connect your customer segments with Facebook custom audiences which allows you to take the data you’ve worked to hone from your social media marketing and put it to work for email blasts or vice versa.
Email blasts aren’t the only tool in the eCommerce email marketing tool belt. In fact, triggered emails are often far more effective than an email marketing message sent en masse. That is if you build your drip campaigns correctly. Klaviyo allows users to build out email flows through intuitive visual drag and drop charts. Each branch allows you to build if-then relationships which make sure you’re triggered emails only go to the inboxes that they are most relevant to. This is particularly meaningful for eCommerce merchants who know how to set up a welcome email or an abandoned cart email for maximum effectiveness.
In order to put together an effective auto email flow, you’ll need to know how your customers are interacting with your site and with your digital marketing efforts. That’s why many marketing tools available today, including email service providers like Klaviyo, social media schedulers, and product recommendation engines, have all become part analytics dashboard as well. In Klaviyo’s case, the dashboard is a pretty intuitive way to track more than email engagement metrics. You can also check things like order fulfillments statuses and refund requests. These two worlds collide when tracking customers behavior. Knowing which customers buy most frequently, or spend the most when they do buy will help you sort them into segments. Accurately segmented customer groups allow for more targeted campaigns and higher ROI.
I have clients who make use of the whole suite of digital marketing channels. While they know that SEO and PPC are essential pieces of their strategy for growing their customer base, they also tell me most often how excited they are by the immediate and visible ROI that comes from email marketing campaigns. If you have questions about running a successful email marketing campaign, you can always talk to our team of digital marketing experts. You can also get in touch with our partners over at Klaviyo right here. Any eCommerce business that already relies on email marketing, or has a big enough list that they could make a dent, should be thinking beyond free services. 1Digital and Klaviyo can help you give your email campaigns the attention they deserve.
- Joe Chilson
- May 3, 2018