Talking about your email marketing system is boring.
But do you realize that nothing — NOTHING — produces a higher ROI than a compelling and well-timed email campaign?
But do you realize that your email system is potentially the most important part of that funnel?
If you are not using your email management tool properly, you are literally leaving hundreds of thousands of dollars (in some cases, millions) on the table.
Here are four critical parts of a well-tuned email marketing system:
1. “Pre-purchase” Nurture Flow
Let’s talk about how you need to treat your digital customers just like real people.
Nobody buys a product from a stranger.
They buy from someone they know and trust.
Say you convert 3 to 5% of your site traffic.
That means that over 95% of your visitors are not coming back to buy.
You need to acquire as many of these as you can so you can nurture them into customers.
Remember: Build a relationship first. Then sell.
Once you collect email addresses, you need to have an expertly structured and sequenced automated email flow that will:
A. Cultivate a relationship.
Indoctrinate potential customers to your brand with well-crafted emails that truly speak to them and their interests or needs.
B. Gradually move to selling.
Your sales sequence should sell from three different, proven psychological angles. (Book a free strategy session and we can help you with that and more.)
If you can’t close the deal, what’s the point?
You want to gradually increase the urgency and make sure potential buyers realize they need your product because it is going to improve or simplify their life.
2. Abandonment Flows
A stunning 70% of ecommerce shoppers abandon their carts.
Maybe they got interrupted, maybe they didn’t have their credit card with them, or maybe they want to shop around a bit before committing.
Whatever the reason, in most cases it’s not because they don’t want your product.
That’s right. They still want your product.
So why are you letting them get away so easily?
If a shopper puts an item in their cart and then disappears, your email system should be ready to fire off an automated email flow that entices them to come back and complete their purchase.
And you’ll want this email flow to be in sync with the customer.
For example, first-time customers and repeat buyers will probably respond differently to certain discounts and incentives – so you need to be smart about your messaging.
3. Manual Campaigns
These are the traditional monthly or weekly emails that most businesses send to try to spark interest and lure customers back to their site.
If nothing else, you probably already do this.
Unfortunately, if you’re like most of the companies I see, you are botching it up with bad sequencing and unrefined segmentation.
Manual campaigns should be artfully layered on top of your automated flows and used for more seasonal, or time-specific campaigns.
Think product launches, Black Friday and Father’s Day sales.
[NOTE: When done right, your automated flows should be adding an additional 10-20% in revenue per month. Half of your email revenue should come from automated flows and the other half from manual campaigns. Watch a quick breakdown of how this should work here.]
To make sure you are sending the right message to the right customer, your email tool should let you build customer segments based on things like total purchase volume, specific products purchased, and past engagement with earlier emails.
For example, maybe you just want to email customers who have spent more than $500 on your site in the past year or those who live in a certain geographic area.
Don’t treat your email campaigns as one-size-fits-all because rarely, if ever, will that work.
Build case-specific messaging that is personalized and people will buy.
4. Post-Purchase Flows
These are the real moneymaker when it comes to customer emails.
And yet, for some reason, everyone gets them wrong.
The key is once again properly segmenting your customers and tailoring messaging that resonates with them.
Some popular and smart ways to segment out your buyers:
- By what product they purchased
- By lifecycle stage (First purchase, second purchase, etc.)
- By engagement (How often do they open the emails you send them? What offers made them “click” and shop?)
Not all customers are the same and they shouldn’t be treated the same.
Know who your most and least engaged customers are, and market to them accordingly.
Think your email system setup is the best you can do?
I’m positive it’s not and you could be converting more site visitors into buyers by properly leveraging a tool like Klaviyo.
At Blue Stout, we have clients that see close to 50% of their total (multi-million dollar) revenues come solely from smart email outreach.
And 25% of that total revenue is coming from automated — yes, that’s right, AUTOMATED — flows.
If you’re not there yet, it’s time to do better.
We can help you maximize the value of an email system like Klaviyo and boost your revenue quickly. Book a free strategy session with us today so we can discuss the correct configuration of email flows for your brand, customers and market.