Kieren Quarmby Founder at Digital Vikings
I worked with George to take a deep dive into our email strategies, campaigns and analytics for our D2C eCommerce company. George did a phenomenal job and we came out the other end of our time together in a much healthier position.
Client: Digital Vikings
Industry: Fashion apparel
List Size: 70,000
ESP: Klaviyo
Six-figures of leaking revenue recovered in a little over 5 minutes.
Our fashion industry client saw a decent but not exceptional 18% owned revenue in Klaviyo email marketing (adding up to mid-six figures annually in email revenue). However, we immediately noticed something was off because these revenue gains were predominantly email campaigns. Very little revenue was coming in through automated flows. In our experience, the revenue split should’ve been close to 50/50. So what we saw was highly irregular for an apparel brand.
We began investigating. What we found was shocking.
For every automated email our client sent, they were sending 30 campaign emails. But a quick look at the profitability of our emails showed our flows were vastly outperforming our campaigns. Something wasn’t working the way our client intended.
For a total of 169K flow emails over the last 365 days.
Topping at $5.72 per recipient for the first cart abandonment email.
… What was the issue?
Flow emails were not delivering because every single flow email had smart sending on. Smart sending is a default feature of Klaviyo that prevents subscribers from receiving a new email if they’ve received another email from the sender within the last 16 hours. And our client was sending a campaign email almost every day of the month, which prevented flow emails from being sent.
An amazing 27768 sends were skipped on just the first cart abandonment email alone – which, as you may recall, was earning our apparel brand an exceptional $5.72 per recipient. Of course, many emails were skipped because customers completed their purchase before receiving the abandoned cart email (which caused them to fail the flow’s filters). But the vast majority, north of 90%, was skipped because of smart-sending rules.
This little technical oversight in their content strategy caused our client to miss out on serious revenue. The revenue we recovered in an instant by making the flow’s sending rules compatible with our client’s one-email-a-day sending strategy.
The savvy reader has already realized that our 5-minute “smart sending fix” had a much bigger impact than what we just covered. Because the same sending rules were blocking the cart abandonment flow’s subsequent emails, too. Let alone the other majorly profitable flows of our client we immediately put back to work.
If we sum up these gains, we likely increased our client’s projected revenues (and profit margins) for the coming year by multiple-six figures. And with very little work too.
The truth is, working harder is not always the answer, especially when it comes to clever email techniques and automation.
We know every trick in the book to help your email marketing program (and your marketing staff) to work smarter, not harder. Allow us to show you, just like we did for Digital Vikings apparel brand. Just like we do for every single one of our clients (not just fashion companies, either).
Getting started is easy. We’ll have a short, no-obligation call to meet each other. If we’re not a good fit for whatever reason, we will refer you to an agency that can serve you better than we could. If we are, we’ll start with a quick audit of your email program. And if you’re thrilled with the results of that audit (experience shows you will be), we’ll sign you up for a monthly retainer and start implementation right away.
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profits?