On today’s episode, Kunle is joined by Chase Dimond, Partner at Structured Social. Chase is a leading eMail Marketer who has generated over $50 Million in attributable revenue from eMail marketing. He is always willing to share knowledge and educate, and this reflects in his large following on social media.

There are sweeping changes taking place in the marketing landscape as you read this. With privacy becoming better protected, the ability to “buy” revenue is diminishing. But there is one medium that allows you to connect with prospects on a personal level, and not depend on third parties. Yes, we are talking about eMail. In the age where customer retention could mean the difference between success and failure, eMail marketing is a stand-out performer.

Whether you are a small business or an 8-figure business, eMail marketing can help you convert leads and retain customers. Email allows you to segment your audiences and hit them at the right time with the right offer. With the host of powerful tools available to leverage email marketing, the possibilities are endless. But getting it right is easier said than done!

On today’s episode, Kunle and Chase get into the real nitty-gritties of what it takes to run successful eMail marketing campaigns. You will get to learn a ton about flows, campaigns, segmentation, split testing, list building, and tying it all together to drive revenue. Whether you are new to eMail marketing or a veteran, there are golden nuggets for you in this one!

Here is a summary of some of the most important points made,

• • Klaviyo offers robust segmentation and split testing tools for eCom businesses
  • Successful eMail marketing generates 20% of total revenue on average
  • Giveaways/sweepstakes have the highest conversion rate for opt-ins
  • Abandoned Checkout is very different from Abandoned Cart, and very neglected
  • Segmentation is critical to the success of eMail marketing campaigns
  • Your transactional emails should also be customised to reflect your brand

Covered Topics:

On today’s interview Kunle and Chase discuss,

• Structure of eMail marketing teams
• Why Klaviyo leads the eCom email segment
• Campaigns vs Flows vs Transactional emails
• 4 types of Abandonment flows
• Running Split Tests
• Campaign Best Practices
• Campaign Bucket Ideas
• Advice & Predictions

Timestamp:

• 10:20 – Chase’s journey:
  • How an illness made Chase a marketer early in life
  • Why eMail’s “intimate” approach appealed to Chase
  • Leading a team of 30 handing over 50 clients
• 15:30 – How are eMail marketing teams structured?
  • Every client gets a team of 5 with different roles
  • Different roles are Strategy, Design, Copy, Account manager & Developer
  • AMs have the highest number of clients upto 20
  • Strategist, Designer and Copywriters work with upto 8-10
• 18:00 – Why work with Klalviyo?
  • Mailchimp is like a “mom-and-pop” store
  • Klaviyo is focused on eCom
  • Their systems are on steroids
  • Robust segmentation and split testing
• 20:10 – eCom Platforms:
  • 90% of clients are on Shopify
  • 22:00 – Revenue Generation using eMail:
  • 20% of Revenue is the benchmark
  • eMail lags behind in TOFU spending
  • 25-35% of revenue for Fashion segment
• 26:00 – Strategy to collect eMails:
  • 3 types of Forms: Pop Ups, Flyouts, Embeds
  • Offer based collections convert between 5-10%
  • Giveaways/Sweepstakes convert >10%
• 31:30 – How good are Lead gen campaigns on Facebook:
  • Important to make people fill in their email
  • Automatically populated emails don’t work
• 33:00 – Campaigns vs Flows vs Transactional emails:
  • Campaign is a one-time send (think product launch/holiday offer)
  • Flow is someone on your list who gets a triggered eMail
  • Default emails (shipping info/order details)
• 34:40 – Top 3 Flows:
  • Welcome series for non-buyers – 4 eMails
  • Abandoned Checkout (not the same as Abandoned Cart)
  • Post-purchase
• 38:10 – The 4 types of Abandonment flows and when to use them
  • Site abandonment
  • Browser Abandonment
  • Abandoned Cart
  • Abandoned Checkout
• 43:00 – How brands use blogs
• 48:00 – Case Study – Nuggs
• 50:00 – Giving offers in checkout abandonment emails
• 53:00 – Running split tests
  • Random splits
  • AOV splits
• 54:50 – How well does Klaviyo report split tests?
  • Look at stats on individual email too
• 56:50 – Why post-purchase flows are super important (think repeat orders)
• 59:50 – Campaign best practices:
  • Start with 1/week
  • Monitor metrics (positive and negative engagements)
  • Check tickets complaining for too many emails
  • If open rates are 20%+, then send a 2nd email every week
  • Keep scaling till you get friction
  • Big brands send 3-5/week
• 62:10 – Segmentation:
  • Batch and blast does not work
  • The segments where you hit your average opens are the one to target
  • Klaviyo’s predictive analytics feature helps segment by gender
  • Examples: engaged, engaged-VIP, locations, customers, genders
• 65:50 – Profile enrichment:
  • Analysing purchase and browse data
  • Analyse links clicked on eMails
• 69:30 – Campaign Buckets:
  • Product Launches
  • Sales emails
  • Education
  • National Days
  • Social Proof
  • Community Feature
• 71:35 – List Metrics:
  • RPR (Revenue-per-recipient)
  • The value of eMail has been increasing
• 74:55 – Advice:
  • Make sure the transactional emails are on point and reflect the brand
  • Shopify plus users can move over some of their transactional emails to Klaviyo
• 75:45 – Predictions for eMail going forward:
  • Better data enrichment will improve segmentation
  • AMP to make interactive emails
  • Buy on eMail with one click

Takeaways:

• Klaviyo’s predictive analytics feature helps segmentation
• Benchmark of successful eMail marketing is 20% of total revenue
• Giveaways/sweepstakes have the highest conversion rate for opt-ins
• Post-purchase flows are critical drivers of repeat purchases
• Segmentation is critical to the success of eMail marketing campaigns
• Your transactional emails should also be customised to reflect your brand
• Shopify plus users can move over some of their transactional emails to Klaviyo

Links & Resources

• https://chasedimond.com/
• Chase on Instagram
• Klaviyo

Tweetable Quotes:

“Segmentation is the name of the game in eMail marketing.”

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