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- 58% Increase in retention
Normally, I just give straight tips on this newsletter, but this week I wanted to give those tips with a real-life example.
In This Email You Will Find:
58% Increase in retention
Monthly Tech Focus
Resources to help with your email marketing
58% Increase in retention
Just so you know that I am not making numbers up, here is a look at the retention rate increase:
Now, some important caveats:
Customer retention, as displayed in Klaviyo, measures the repeat orders from those who are in the klaviyo database, and does not take into account the entire store. So while the repeat order rate of the store is sitting at 20%, we are speaking specifically in relation to the email database.
Another caveat, this number is influenced by email AND the quality of the audience that we are getting. My partner is currently running ads for this client, which means we have much better and more qualified customers coming into the Klaviyo account to work with. Without that, our retention rate would be much lower.
Lastly, these guys have a great product. No amount of email marketing is going to convince someone to buy a second time if their product sucks and someone doesn’t want to make that second order.
I say this because there is soooooo much bull**** out there when it comes to screenshots and false attribution that I really want to both set myself apart, but also let you know what you should be looking at when evaluating claims like ‘we added 200k in monthly revenue to this store’ when in fact, they are just talking about for example attributed revenue. I can name 3 well-known email marketers who do this on a daily. I will write a whole different post about this later.
So, here is how we influence things on our end.
Step 1 - We increased the first-time order rate
We ensured that every piece of communication our non-customers received had a discount code in it.
Seeing as though 80% of email marketing revenue (roughly) comes from those who have already placed an order once, we wanted to get as much product into our customers’ hands to then allow us to have a bigger portion of the audience to play with when it came to upselling and cross-selling.
Step 2 - Post-purchase sequences
This is where the magic happens.
Based on what the person purchased, we created different sequences of emails that did the following:
Educated them on the product they bought
Encouraged a repeat order of that product
Highlighted products that complement the product itself
Let me give you an example:
If I bought a supplement that is designed to improve my mood… like alcohol (kidding… sort of)… the sequence would look something like this:
Email 1 - This email should come out immediately. This email is thanking the reader for their purchase and providing details around when the package will arrive, think dynamic shipping links.
Email 2 - This email will come out roughly around when the reader’s order has been delivered. Depending on your shipping platform, you should be able to see when this has actually happened and can trigger an automation upon delivery. From there, we then start talking about how long it will take to see benefits, educate around how many days a week they should take this supplement and when they can expect to see mood changes.
Email 3 - We encourage continued use of the supplement. The more they use it, the more value they will get and the easier time we will have upselling. Keep in mind that every email here is designed to speak specifically to the product that was ordered. We are speaking directly to what the customer has bought. In this email, we also try and highlight other products in our catalogue that speak to the pain point the customer showed us they had through their purchase. ‘You are trying to improve your mood… well… a healthy gut biome is part of that… here is a product that supports healthy gut bacteria’
Email 4 - Depending on how long someone should take to get through their first purchase, we then time this email as though it were a replenishment opportunity. For example, ‘you should be close to finishing your first order of XYZ…. It’s time to stock up.’
Email 5 - Now we want to add filters to these emails that prevent someone from receiving them if they order again. If they have not ordered, now is our chance to both cross-sell and upsell in a similar fashion to how we have already done previously, but more aggressively. You can also try to interlace offers if you are sending this email to first-time customers only. A really cool tip is to figure out the AVG time between first and second order, and the moment that AVG time passes is when you start introducing offers to bring people back into the fold.
That is how you do it! Curated paths based on the purchase with specific messaging related to that business you are in!
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Monthly Tech Focus
Aimerce continues to be our go-to software when it comes to tracking users that Klaviyo cannot reveal.
How does this work?
Klaviyo’s pixel runs out after a certain time, meaning that up to 40% of those in the your Klaviyo database, when they do things on your site, are not being tracked by Klaviyo. What that means is that up to 40% of your abandoned cart emails and abandoned checkout emails are not being sent, which means a massive drop in potential revenue.
Aimerce steps in to fix that by installing a pixel that tracks your audience for longer and more accurately. Their pitch is that they can increase your flow revenue by up to 10%… and we have seen this play out with our clients. At the moment, we have about 10 different businesses using this tool, and even after the software fees, we are seeing a positive ROI.
If you are an e-commerce business, they are worth checking out.
Click here to check them out.
Disclaimer - this is a sponsored post, however, I can vouch for the results they have gotten for our clients.
My Referral Program
Resources to help with your email marketing
Check out some of the guides I put together:
Master outline of every flow of an e-commerce business needs: click here
ChatGPT prompts for 6 automations: click here
Editable design files that you can copy and paste for your own business/agency: click here
Make more profit with your next email sale: click here
My strategy for making money as a consultant: click here
639 different swipe files for email and sign-up forms: click here
Thanks for tuning in!
Cheers,
Gavin