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Email Growth Strategies
Email marketing has been around for a long time and despite claims of its decline, performance has proven that this channel still continues to serve as a key revenue driver for retailers today. Working with email service providers like Klaviyo, brands are able to test out what campaign approaches convert best, foster engagement and help grow their businesses. For this piece, our clients The Fish Society, Paxton & Whitfield, Balance Me, David Shuttle and Proviz have provided five email marketing strategies that they feel all retailers should implement to optimise their email performance.
Working with email service providers like Klaviyo, brands are able to test out what campaign approaches convert best, foster engagement and help grow their businesses.
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This type of email will help you engage with contacts who have not been to your site in quite some time. You can reactivate them by offering valuable content to entice visits to your website, thus prompting repeat purchases.
For a good winback series, Klaviyo’s top 50% send a median of 14 emails to re-engage clients. You can start by sending a series of around four or five emails and segment the lists by customers who’ve already made a purchase and those who haven’t.
Balance Me uses Klaviyo’s flows to inspire repeat purchases with replenishment emails to remind customers to stock up before they run out.
This type of winback email provides useful information for customers and these reminder emails help Balance Me increase customer lifetime value without being intrusive or having to push promotions. For customers looking for particular products, Balance Me also gives them the option to receive email reminders when their products are back in stock. This allows the brand to get in touch with the customers on their terms and based on their needs.
Balance Me is a beauty and wellness retailer on BigCommerce.
Behavioural data is one of the key factors retailers should track on their website and via email. A close look at the analytics can uncover important insights. This can start with an abandoned cart email series, which we would recommend any merchant add to their strategy and can end with analysing specific pages on your website.
Abandoned cart emails are very effective because the customers receiving them are already engaged and have a very high conversion probability. Having a closer look at the analytics helps you as a retailer surface opportunities to improve performance and your email strategy can then be adapted accordingly.
The team at Paxton & Whitfield have been diving into their analytics and one target audience that the brand identified were customers who abandoned their shopping carts.
Another way the brand uses email is by consistently measuring their Net Promoter Score (NPS) through email surveys and closely analysing the feedback each month. Through the NPS surveys, issues are quickly resolved leading to increased customer satisfaction.
Paxton & Whitfield is a cheesemonger with a rich heritage running on Shopware.
Customers expect personalised communication from the brands they interact with and buy from. As a brand, you can benefit from segmenting your target list to create relevant groups based on interests and behaviour.
By finding out more about your audience, you can then send them tailored content that will not only catch their attention, but also increase conversions. This will make it easier for you to set up automated email flows for customers to engage with and save you a lot of time and energy.
Bonus Tip: You can implement A/B testing of your subject line and messaging to find out what resonates with your audience.
Proviz Sports has focused on segmentation and targeting to create very specific customer groups. This allows them to send personalised content, which converts into revenue for them.
Instead of focusing on promotional campaigns, Proviz Sports has set up email types in automated sequences with individual goals and objectives, such as cross-selling or abandoned cart emails to name a few. Proviz Sports has also set up A/B testing to see what messaging the target audience prefers.
Proviz Sports is an award-winning sports retailer on Magento.
Retailers with a niche product or collectors’ items can benefit from their customers’ highly specialised taste and create specific campaign emails around the brands they sell.
Instead of an email series, these campaign emails are straight to the point and will inform clients what items are available and when new items are back in stock. You can even go so far as to see what types of emails they tend to open - New Products, Sales or Newsletters and reach out to each segment with their preferred email type.
The brand David Shuttle has a lot of unique gifts that it sells to customers who know exactly what they want to purchase.
In fact, David Shuttle’s customer base has distinct brand preferences and will more likely engage with an email if it focuses on specific jewellery, home or gift items or brand. David Shuttle knows its target audience well and recognises the opportunity of informing them when a collectors’ item is back in stock. There are certain key brands that drive revenue and the email campaigns and messaging are crafted around those.
David Shuttle is an ecommerce jewellery, home and gift retailer on Magento.
Now that we’ve covered these strategies, it’s time to go above and beyond - upgrading your emails with next level content. The main aim for retailers is to engage customers and improve customer lifetime value through strong content.
For example, retailers can leverage their brand story and brand values. They do this by building content around the company itself, as well as tutorials on their products and offering best practises which showcase their expertise in their industry. Although it is tempting to focus solely on new business and acquisition, you should try to resist because a new customer can cost up to 5x as much as an existing one. This means retention should be prioritised in your ecommerce strategy alongside acquisition.
The Fish Society saw a period of high growth during the pandemic. Their stance went from acquisition to a focus on retention and inspiring new customers to place a second or third order.
The brand also looked to entice customers with email campaigns around new products, recipes and promotions. These content heavy emails focused on the story behind the brand and offered customers added value beyond the purchase of fish - like sushi kits, which extend the customer experience from online to preparation at home.
The Fish Society is a leading online fishmonger on Shopware.
Email is still a very important part of the ecommerce marketer’s toolkit and can help drive various goals and metrics. A good place to start is with the five strategies we have outlined above.
We at GPMD have seen our clients implement these strategies with tremendous results. As a strategic partner, we have supported our retailers in achieving their ecommerce goals. To find out more about what results can be achieved, have a look at the Klaviyo Lookbook: Email Strategies for High Growth Brands to see how six GPMD clients mastered these strategies.
If you’d like to optimise your email strategy and have a look at what you can achieve with Klaviyo, why not book a demo with the Klaviyo team?
<a href="https://www.klaviyo.com/partner/signup?utm_source=0013o00002RpwGuAAJ&utm_medium=partner" class="button">Book a demo with Klaviyo</a>
