Email Marketing for eCommerce - What’s Working Now on Klaviyo

We’ve got some juicy insider secrets to share with you. The Webtopia team have been in the trenches, testing and tweaking, to uncover what's really working now in email and Klaviyo marketing for ecommerce. 

Let's dive in and explore the tactics that are transforming ecommerce email campaigns into revenue-generating machines.

Image Source - Entrepreneur

Optimising Newsletter Campaigns

The Power of Visuals

Visuals are a game-changer in email marketing campaigns. Visual elements like banner images can significantly enhance user engagement by making your emails more appealing.

They grab attention, break up text, and make your message more memorable. So don't be afraid to get creative with your visuals.

A split test for a newsletter email with a banner image resulted in a 26% lift in click rate for the first test and a 23% lift for the second test.

Clear Call-to-Actions (CTAs)

Now, let's talk about CTAs. Incorporating clear and compelling CTAs within your emails can drive more clicks and conversions. 

Your CTA should be prominent, action-oriented, and irresistible to click. Use contrasting colors, bold text, and persuasive copy to make your CTA stand out. 

Place it strategically, like above the fold or after a key piece of information. And most importantly, make sure it's relevant to your email content and leads to a targeted landing page.

Personalisation Techniques

Personalisation is more than just using the recipient's name. It's about making your emails relevant and valuable to each individual. Using personalised content can boost engagement and conversion rates. 

Try segmenting your list based on interests, behavior, or demographics. Then, tailor your email content, offers, and recommendations to each segment. You can also use dynamic content blocks that change based on the recipient's profile or actions.

Ask a few extra questions at the popup stage after collecting email address, and use that data to customize your messaging over flows and campaigns.

Examples:
- What’s your biggest goal right now?
- What’s most important to you when choosing xx product?
Each question should have options to choose from.

A/B Testing

A/B testing is a powerful tool for optimizing your email marketing campaigns. Regularly conducting A/B tests on various elements of your emails, such as subject lines, images, and CTAs, can help identify what works best for your audience. 

Start with a hypothesis, then create two versions of your email with one variable changed. Send each version to a portion of your list, then measure the results. Use the insights to inform future campaigns and continuously improve your performance.

Enhancing Flows And Automations

Abandoned Cart Emails

Abandoned cart emails are a powerful tool in your ecommerce email marketing strategy. But are you making the most of them? Learn how adding strategic elements to your abandoned cart emails can dramatically improve click-through rates and purchases.

Strategic Button Placement: One simple change can make a big difference.  The key is to make it easy for recipients to take action. Placing buttons at the top of your emails captures immediate attention and prompts them to click through. Experiment with button placement, color, and copy to find what works best for your audience.
The addition of the button in abandoned cart emails also led to a higher open rate, indicating improved inboxing. So not only can a button boost click-throughs, but it can also improve your email deliverability.

Case Study: Adding a button at the top of abandoned cart emails resulted in a more than 200% lift in click-throughs and purchases for a client with a simple abandoned cart sequence. 

Segmenting Your Flows for better performance 

Another way to enhance your flow emails is by segmenting your audience. Tailoring your email content based on audience segments can lead to better performance and higher engagement rates. 

For example, you might segment based on the value of the abandoned cart, the products left behind, or the customer's purchase history. Then, craft targeted messages that speak directly to each segment's needs and interests. 

Marketing automation tools can be a game-changer for your ecommerce email marketing strategy. They allow you to streamline your efforts and improve efficiency, all 

Behavioural Triggers

Another way to leverage automation is through behavioral triggers. Using triggers to send timely and relevant emails based on customer actions can significantly boost engagement rates. 

The obvious example is an abandoned cart email or a browse abandonment email when someone views a product page but doesn't add to cart. But there are more advanced ways you can trigger personalised email flows.  

Tip: You can trigger personalized product recommendations based on a customer's browsing or purchase history - for instance if they have browsed more than 3 dresses you might send them an email with a collection of dresses. 

Maximising Open Rates

No matter how brilliant your email content is, it won't matter if no one opens your emails. Here are two techniques to ensure your emails are opened by recipients, increasing the chances of conversion.

Crafting Compelling Subject Lines

Your subject line is the gateway to your email. It's what convinces recipients to open and read your message. A well-crafted subject line is crucial for grabbing attention and encouraging opens. 

Keep it short and sweet, ideally under 60 characters. Use actionable language and personalisation to make it relevant to the recipient. 

Avoid spammy words like "free" or "guarantee" that could trigger spam filters. 

And don't be afraid to get creative - emojis, questions, and humor can all be effective tactics.

Optimal Send Times

When you send your emails can have a big impact on open rates. Testing different send times can help determine when your audience is most likely to engage with your emails. 

Tip: Consider factors like your audience's location, occupation, and behavior. 

For example, if you're targeting working professionals, sending during lunch hours or after work may be more effective than early morning. If you have a global audience, segment by time zone to ensure your emails arrive at the optimal time for each region.

Leveraging Transactional Emails

Transactional emails, like order confirmations and shipping notifications, are a golden opportunity to engage customers further. Here's how to make the most of them.

Order Confirmation Emails

Order confirmation emails have some of the highest open rates of any email type. They're expected and anticipated by customers. So why not use them to your advantage? 

Tip: Beyond the standard order details, consider adding personalized product recommendations, a discount code for their next purchase, or an invitation to join your loyalty program. These emails are also a great place to showcase your brand personality and build a stronger connection with customers.

Shipping Notifications

Shipping notification emails are another chance to engage customers when they're highly interested in your brand. These emails provide essential information about their order status, but they can do so much more.

Tip: You can also include product care instructions, a referral incentive, or even a request for feedback. 

Consider adding a tracking link so customers can easily check their order status. 

The key is to make these emails valuable and relevant to the customer's needs at that moment.

Conclusion

The key takeaway? Email marketing is still a powerhouse for driving ecommerce success. The email marketing landscape is always evolving. What works today might not be as effective tomorrow. That's why it's crucial to stay on top of the latest trends and continuously test and refine your approach.

So, keep experimenting, keep learning, and keep pushing the boundaries of what's possible with email marketing. Your bottom line will thank you for it!