Klaviyo Email Marketing Course FREE - The Bible for eCommerce Brands | Updated 2024

Navigation Menu

- INTRO Complete FREE email marketing guide
- PHASE 1: THE FUNDAMENTALS
- Welcome Flow(s)
- Abandoned Cart Flow
- Post-Purchase Upsell
- Fulfilled Order Flow (first-time buyers)
- Browse Abandonment Flow
- Customer Winback Flow
- PHASE 2: ADD MORE FIREPOWER
- Introduce Email Campaigns
- Push Segments back to Facebook for Retargeting
- Introduce Data Enrichment Points
- Add UGC Flows to Automate Content Creation
- PHASE 3: OPTIMISATION & EXPERIENTIAL FLOWS
- Aggressively Test to Make Incremental Improvements
- Implement Experiential Email Flows
- Increase Campaign Frequency
- Develop Loyalty Program
- PUTTING IT ALL TOGETHER
- Key Moment Video Chapters
- Transcript

• Further Reading

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This complete FREE email marketing guide is the exact blueprint we follow with our own clients, and a great insight into our full online educational email marketing course.

If you set up all of the following steps, you’ll not only have an amazing customer journey across email & SMS (not limited to only the Klaviyo ESP either by the way) but you’ll also achieve the following objectives:

• Enhanced ROAS from Facebook/Instagram
• Qualitative research on autopilot
• Unlimited content marketing assets on autopilot with UGC
• At least 30% of your revenue from email marketing in your business (can fluctuate depending on ad spend)
  

This is because the way we approach email & retention in our organisation isn’t siloed to sales - it’s structured in a way that compliments the omnichannel experience and strengthens the performance of other departments in the business.

Email can never become compartmentalised and operating in a silo if you want to maximise its potential as a channel. This free email and SMS marketing guide will help you to maximise the success capabilities of multiple areas of the business which should be the end-goal for any marketer worth their salt.

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Phase 1: The Fundamentals

Let’s assume we’re starting with a blank slate and nothing has been done on email to date.

In this circumstance, you’ll want to start with setting up behavioural automations triggered by events customers take on your website.

Prioritising this basic automation will ensure the long-term return on investment (ROI) is as close to guaranteed as possible.

This is because the more traffic that goes to your website, the more these events are triggered.

Events are actions people take on your website such as:

• Subscribed to list
• Started checkout
• Viewed product
• Placed order
  

The first few flows (email automation) you should focus on are:

• Welcome Flow(s) based on data capture at pop-up (more on that later)
• Abandoned Cart Flow
• Post-Purchase Upsell
• Fulfilled Order Flow
• Browse Abandonment Flow
• Customer Winback Flow
  

If you were to do nothing else on email except set these up, you would have a robust set-up that should start generating profitable revenue on autopilot while simultaneously building your email list on autopilot.

Let’s delve a little deeper into each flow and the purpose behind each one.

1: Welcome Flow(s)

A customer visits your website for the first time and their attention is captured by a pop-up that asks for their email address in return for an incentivised offer (i.e. 10% off their first purchase).

This flow will proactively build your email list by collecting new subscriber information and simultaneously incentivise people to make their first purchase from your store.

Here’s an example of how the pop-up will look to first-time visitors:

The customer then receives a series of emails designed to nurture them over the course of roughly 5-7 days (it can be longer or shorter) that follows a basic framework like this:

• Deliver the coupon code to incentivise the first purchase
• Share the brand story and values
• Display best-selling products based on core categories
• Leverage social proof to reaffirm commitment to customer service/quality of product
  

If you want to get more sophisticated (as we do with our clients), you should start to leverage data points in your pop-up to put customers on personalised journeys so they’re more relevant.

This has the dual effect of populating segments inside the account on autopilot and collecting invaluable zero-party data that can be sent back to Facebook for retargeting efficiency.

2: Abandoned Cart Flow

Roughly 70-80% of customers across eCommerce stores abandon their carts and never complete the checkout process. This is a painful amount of lost revenue you’re leaving on the table.

An abandoned cart flow is set up to send reminders to customers to complete the checkout and incentivise them to make the sale.

You can combine abandoned cart emails with SMS reminders as well if you collect consent at the checkout process to double-up your reminders on both channels.

I like to send the first reminder 30 minutes post-abandonment with SMS and then after 1 hour via email.

It is crucial to separate out new VS returning customers in your abandoned cart flow so that if you’re using discount incentives for new customers, you’re not also sending these to returning ones too (as this will condition customers to simply abandon their carts every time they shop with you for a discount).

3: Post-Purchase Upsell

The post-purchase upsell/cross-sell has the ability to add 1-3% to your bottom line when executed correctly.

This sounds like a small amount, but over time it compounds to make a massive difference to most businesses YoY.

You simply pick a relevant offer that you believe will convert first-time buyers and set up an email automation to target them immediately post-purchase.

As an example: let’s say I buy a t-shirt and jeans from your store for $80. In the post-purchase upsell, you can follow up with “Don’t forget your briefs and socks for just $20 for the next 24 hours only - RRP: $40 for a $20 saving!”

The goal is to pick a highly profitable item/pairing that seems like a no-brainer for your customer to take you up on.

You can also keep this generic - i.e. spend another $50 and get $10 off for the next 24 hours. This also works well and can help claw back profits you’ve likely sunk into paid media channels to acquire these first-time buyers.

4: Fulfilled Order Flow (first-time buyers)

This is an extension of the post-purchase upsell, but the goal is to quickly move customers from the sense of buyers remorse to providing a strong onboarding experience where they are excited to receive the product and have a positive experience when using it.

Concepts to include in this flow:

• Eliminate buyers remorse
• Order delivery updates
• Product education
• Review request
• Customer-support check-in
• Migrate to social media
  

Providing a positive first experience when buying from your brand is crucial to ensuring a repeat purchase is made. Otherwise, you’re always going to have a retention bottleneck.

5: Browse Abandonment Flow

If somebody is on your list and returns to the website to view a product, they will trigger the Browse Abandonment Flow email(s) to try to pique their interest in order to shop again.

The Browse Abandonment Flow is a great revenue generator when set up correctly but Klaviyo’s default settings on this flow mean it has the potential to cause a negative customer experience.

Follow our Browse Abandonment tutorial to make sure you optimise this and it doesn’t saturate new customers with irrelevant emails from this flow: Browse Abandonment Flow Set-up in Klaviyo - Optimise revenue with these tweaks

6: Customer Winback Flow

The Customer Winback Flow is set up primarily for fast-moving consumer goods (FMCG) brands for customers who are about to churn.

The best way to set this flow up is to analyse your historical order data and see when customers tend to fall out of the purchase lifecycle.

Most consumable goods tend to be around the 60-90 day mark, so this tends to be the default flow settings for most brands who fall into this category.

If you sell more one-time purchases, this flow may be irrelevant to you but I still recommend setting it up to alleviate the pressure on sending out manual campaigns, as even for not frequently purchased items, customers can return to buy gifts for family and friends etc.

A note on setting up the winback flow: don’t go straight into a discount ladder. There is often no need to devalue your products after not hearing from a customer for a period of time.

First, remind them of the value proposition, and then try to initiate a two-way conversation from customer support.

Only if there is no response to these emails should you consider discounting.

Too many brands use discounting as the primary engagement strategy when in reality it should be the last resort.

Phase 1: Fundamentals Recap

Invest in setting up the core event-based email automation flows for your website to maximise ROI:

1. Welcome Flow with pop-up
2. Abandoned Cart Flow
3. Post-Purchase Upsell
4. Fulfilled Order Flow (first time)
5. Browse Abandonment Flow
6. Customer Winback Flow

Phase 2: Add More Firepower

Now that you have the cornerstone of email marketing set up, you should start to generate a significant increase in revenue. This is where things start to get fun.

At this stage of your business, you’ll want to start exploring additional avenues for not just revenue but also embrace some of the additional benefits email can provide to your other departments (primarily the paid media team and social media department).

In Phase 2, you’ll want to focus on implementing the following components:

• Introduce email campaigns if list size justifies an ROI
• Push segments back to Facebook for retargeting
• Introduce data enrichment points to progressive profile customers
• Add user-generated content flows to automate content creation for the social media team
  

Let’s expand on each component to amplify your email setup.

1: Introduce Email Campaigns

If you’ve been proactively building your email list and have a reasonable number of subscribers (anything over 500, depending on the size/stage of your business), it now makes sense to start introducing regular email campaigns to your database.

To begin with, keep it manageable: try to get into the habit of creating two (2) emails per month, and if it’s within your capabilities, increase this to once per week when you’re comfortable.

Unlike email automation, email campaigns can be arduous to keep on top of as each individual campaign requires a separate strategy and creative resource (it’s not “set and forget” as automation can be).

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However, despite this, email campaigns are an incredibly powerful way to reach thousands - if not millions for big brands - of subscribers practically instantaneously.

This can skyrocket revenue and as the cost is limited to what you pay for your email service provider (ESP), it’s probably one of the most cost-efficient ways to communicate with your audience and highest ROI marketing activities you can invest in with your business.

If you’re wondering what type of content to start sending them, then check out our 6 creative ways to use email campaigns in this article.

2: Push Segments back to Facebook for Retargeting

It’s at this stage that you’ll want to add a layer of sophistication into your email setup and synergistically work with other departments cross-channel. As a starting point, pushing custom audiences back to Facebook is a huge area of opportunity.

Your goal as an email marketer should be to improve cross-channel collaboration to improve the overall profitability of the business.

Being creative based on zero & first-party data to send back to the Ads team is included in your role, unless you’re only working for your own self-interest and not the brand.

3: Introduce Data Enrichment Points

You’ll now be at a stage where you should start integrating qualitative research into your emails to help with ongoing optimisation efforts and also understanding your customers more deeply.

A few places you can start with this include:

• Abandoned Cart: find out the reason somebody abandoned the sale (Price too high? Found an alternative? etc)
• Post-Purchase: collate the Net Promoter Score (NPS) to predict future growth and customer advocacy level
• Churn Risk: find out the reason customers have stopped buying from you
  

These insights can be collected by asking customers to fill out surveys within emails themself or where a single data point will suffice, you can simply ask them to click on a button within the email itself like so:

These link clicks and insights should be used to further segment your audience and create internal feedback loops for your front end dev and product marketing team.

4: Add UGC Flows to Automate Content Creation

Imagine having a repository of images flowing in from happy customers satisfied with your product.

Take it one step further: imagine an army of fans raving about your products and submitting thoughtful stories and experiences about your products that can be turned into blog posts across the website and create limitless assets for social media?

This is very achievable by setting up product-specific (or even generic) user-generated content flows like the following:

How to Create a User-Generated Content Flow with Klaviyo & Typeform

You should of course still have review request flows set up to complement these using software such as Okendo or Stamped.io which can integrate into Klaviyo or be sent natively through their platforms to collect more UGC on autopilot as well.

Phase 2: Firepower Recap

Let’s again revise our learnings from the second stage of our email marketing strategy.

• Introduce email campaigns
• Push segments back to Facebook for retargeting
• Introduce data enrichment points to progressively profile customers
• Add UGC flows to automate content creation
  

It’s time to move on to the final phase of our set-up for maximising success.

Phase 3: Optimisation & Experiential Flows

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The final phase of a robust email marketing infrastructure is about aggressively optimising the work that has previously been set up with a scientific approach to further enhancing results.

Additionally, this is where you can bring in less direct revenue-focused flows and what we call “experiential” marketing flows at Magnet Monster that aims to generate Word of Mouth (WoM) advocacy. 

Because experiential email concepts can’t always be measured efficiently within the ESP, we tend to implement this as the last step for brands really looking to gain a cutting edge on their competition and who have the maturity to invest heavily in the customer experience as a key differentiating factor from others in their industry.

However, for those that put the required effort into this element, the results are immensely powerful. Because it’s difficult to achieve and requires a strategic, well-mapped out customer journey, not many companies have the capabilities or talent to execute experiential email flows, leaving a gaping void of competitors where you can really stand out.

Here’s what you should focus on in Phase 3:

• Iterating on current email marketing set-up with aggressive testing to make incremental improvements
• Leverage collected data to add experiential email flows that generate WoM marketing
• Increase campaign frequency if deliverability is healthy and well received by customers
• Develop Loyalty Program if applicable to business
• Implement affiliate marketing/influencer recruitment system (highly advanced)
  

Let’s cover each in more detail.

1: Aggressively Test to Make Incremental Improvements

You should now be aggressively testing everything from headlines to creatives in order to make incremental improvements across your current email infrastructure, primarily focusing on the core automation flows that generate the majority of the revenue (abandoned cart & welcome flow being the main two).

Your goal should be to establish statistical significance on these A/B tests in order to move the needle across the established KPIs within the account.

Be sure to keep a log on the documented changes so you can refer back to learnings over time and be prudent to allow each test enough time to collect as much relevant data as possible to determine results.

2: Implement Experiential Email Flows

It’s now time to start adding in flows designed to enrich the customer experience in a way that can’t be directly attributed to revenue towards the email itself.

This includes some of the following flows:

• Birthday Flow (where you deliver them gifts on their birthday for high LTV customers - yes, this can be done via email notifications collaborating with the CX team)
• VIP Flow (rewarding customers for their loyalty/reaching a spending threshold or order frequency)
• Brand Ambassador Flow
  

The goal with these flows is to increase WoM marketing by delighting customers with surprises based on the data you’ve collected on them so far throughout email.

You may want to send a customer some Starbucks vouchers on their birthday if you know they love coffee; maybe even send them a bottle of wine? You absolutely can collect this data providing you’re committed to using it.

Imagine somebody receiving a bottle of wine with a handwritten note from the CEO on their birthday - how powerful could this be for your brand?! Sometimes the best things can’t be measured.

To get started with Experiential Flows, watch this short video for some ideas:

How to use notifications in Klaviyo to create amazing customer experiences

3: Increase Campaign Frequency

If you’re generating traction from regular email campaigns at this point, now is the time to experiment with upping the frequency and seeing if there isn’t a substantial adverse drop-off in performance.

When upping the frequency of campaigns, you need to maintain a watchful eye over the ratio of subscribers to unsubscribes in your list.

This is critical as if you’re losing more subscribers than you’re acquiring, then over time your email performance will tail off and hit a point of diminishing returns.

You should also strategically employ Holdout Testing as well to analyse the effectiveness of your additional campaigns to make prudent economic decisions about whether it’s a worthy investment from a CLV perspective.

If you’re meeting the above criteria and the campaigns are clearly having a positive effect on revenue, then it’s safe to say the increased frequency is having a positive net effect.

However, always be prudent not to milk your list - I’ve seen on many occasions the damage a batch-and-blast approach to email can cause if not in the right email marketers hands.

4: Develop Loyalty Program

A Loyalty Program is the icing on the cake once all the fundamentals are in place.

There are a lot of software considerations here but I’ve always found Loyalty Lion’s integration with Klaviyo to be robust and their support is on point.

When you set up your Loyalty Program, you’ll want to integrate Email Flows such as:

• Welcome to the Program
• Referral Flow
• Reward Available
• Monthly Points Reminder
• Birthday Reward
• Tier achieved (if there are levels to the program explaining the benefits of each once a consumer 
• Points Expiring
  

You can also use the loyalty program to encourage account registrations on site so that customers proactively start to log in and fill out their profiles, providing another source of quality data that can be used to personalise their experience.

A loyalty program can also be used in place of heavy discounting in campaigns while preserving margin as well. 

For example, you can set up double or even triple points rewards on certain days during email sends to incentivise people to spend a high Average Order Value (AOV) in return for future rewards (encouraging further repeat purchases).

Phase 3: Experiential Flows Recap

Once again, let’s recap our lessons we’ve learnt in this chapter.

• Implement an aggressive testing matrix to drive incremental improvements across your existing email marketing infrastructure
• Use data to personalise experiential flows (i.e. Birthday surprises)
• Increase campaign frequency if deliverability is health and well received by customers
• Develop Loyalty Program if applicable to business
  

Putting it all together: 14 Steps to Email Marketing Greatness

I’ve summarised each phase below into a 14-step process to create a truly awesome email marketing setup. 

Phase 1:

1. Welcome Flow with pop-up
2. Abandoned Cart Flow
3. Post-Purchase Upsell
4. Fulfilled Order Flow (first time)
5. Browse Abandonment Flow
6. Customer Winback Flow
   

Phase 2:

7. Introduce email campaigns
8. Push segments back to Facebook for retargeting
9. Introduce data enrichment points to progressively profile customers
10. Add UGC flows to automate content creation
    

Phase 3:

11. Implement an aggressive testing matrix to drive incremental improvements across your existing email marketing infrastructure
12. Use data to personalise experiential flows (i.e. Birthday surprises)
13. Increase campaign frequency if deliverability is healthy
14. Develop Loyalty Program if applicable to business
    
    

Of course, there are always additional flows and concepts which can fit in here and may be unique to your individual business, but these 14-steps are largely applicable to the overwhelming majority of brands and should still be followed to maximise results.

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FURTHER READING

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Unlocking Growth: The Power of Klaviyo Email Marketing & Retention Marketing Software

In today's hyper-competitive e-commerce landscape, the ability to connect with customers on a personal level is paramount. This is where Klaviyo, a leading email marketing and retention marketing software, comes into play. This 'Free Klaviyo course' article explores the significance of Klaviyo for full life-cycle retention marketing agencies and B2C/D2C e-commerce brands, emphasising how an online training course can be a game-changer for businesses.

The e-commerce industry has grown exponentially, driven by technological advancements and the global reach of the internet. Retention marketing, focusing on nurturing and engaging existing customers, has become a strategic imperative due to its cost-effectiveness compared to acquiring new customers.

Effective email marketing is at the heart of customer engagement. Klaviyo's robust features and seamless integration with e-commerce platforms set it apart. Its personalisation and segmentation capabilities enable highly tailored email campaigns. Automation simplifies marketing tasks, and advanced analytics provide insights for data-driven decisions.

A quality free Klaviyo training course is a strategic investment for businesses. It covers strategy development, hands-on software training, and real-world case studies, helping businesses unlock Klaviyo's full potential.

Success stories illustrate the software's impact. Businesses using Klaviyo have achieved remarkable results, increasing revenue and customer retention.

In our opinion, Klaviyo is the future of e-commerce marketing. By embracing Klaviyo and enrolling on a quality email marketing training course, businesses can boost revenue, customer loyalty, and competitiveness in the digital marketplace.
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Introduction: Unlocking the Power of Klaviyo Certification

Klaviyo certification is a valuable asset for email marketing professionals seeking to master this powerful email marketing platform. In this comprehensive guide, we explore the duration and benefits of Klaviyo certification, catering to email marketing agencies and D2C ecommerce brands. We also emphasize the importance of complementing certification with real-world expertise through free email and retention marketing guides and high-quality online Klaviyo courses.

In the ever-evolving landscape of digital marketing, email marketing remains a cornerstone for businesses to connect with their audience effectively. Among the myriad of email marketing platforms available, Klaviyo has emerged as a powerful choice for email marketing professionals. To harness the full potential of Klaviyo, many individuals and organisations seek Klaviyo certification to solidify their expertise. In this guide, we'll delve into the details of Klaviyo certification, its duration, and its significance for Klaviyo email marketing agencies and direct-to-consumer (D2C) ecommerce brands.

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The Crucial Role of Email Deliverability

Email deliverability is a critical aspect of email marketing for both agencies and Direct-to-Consumer (D2C) brands. Klaviyo's Email Deliverability Certificate is a valuable resource to achieve success in this area. Email marketing, with its personalised reach, remains a potent tool, but poor deliverability can lead to reduced engagement, damage to brand reputation, legal issues, wasted resources, and lost revenue.

The Klaviyo Email Deliverability Certificate program equips marketers with expertise, ensuring emails reach inboxes, improving campaign performance, reducing risks, boosting ROI, and providing a competitive advantage. However, to excel further, advanced knowledge is essential.

The comprehensive lesson offered in collaboration with Nick Koreck at 360Inbox goes beyond basic training. It covers advanced strategies, in-depth insights, troubleshooting skills, case studies, and continuous learning, helping marketers adapt to evolving deliverability best practices.

In conclusion, email deliverability is a cornerstone of email marketing success. Klaviyo's Email Deliverability Certificate is a great starting point, but true mastery requires advanced knowledge. Investing in deliverability is an investment in brand success, unlocking the full potential of email marketing campaigns, driving engagement, and delivering remarkable results for clients or D2C brands.

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Is Klaviyo Easy to Learn? A Comprehensive Guide for Email Marketers

In the world of digital marketing, email remains a potent tool, and Klaviyo is a powerful platform designed to elevate your email marketing game. This article explores the fundamentals of Klaviyo, helping both beginners and seasoned marketers navigate its features effectively.

We begin by introducing Klaviyo, highlighting its user-friendly interface, advanced automation capabilities, and integration with e-commerce platforms. Getting started with Klaviyo involves signing up, familiarising yourself with the dashboard, importing contacts, creating campaigns, setting up automation flows, and monitoring performance.

For beginners, Klaviyo's user-friendly interface and extensive learning resources make it an accessible choice. The platform offers drag-and-drop email builders, pre-made templates, and a visual workflow builder for automation. Klaviyo's Knowledge Base, webinars, workshops, community forums, and customer support ensure that users can learn at their own pace.

However, to unlock Klaviyo's full potential and maximise ROI, we recommend advanced training. Klaviyo Academy, an official training program, offers in-depth knowledge and hands-on experience for those looking to elevate their mastery of the platform.

In conclusion, Klaviyo is indeed easy to learn, particularly for beginners, thanks to its intuitive interface and ample learning resources. Whether you're new to email marketing or a seasoned pro, Klaviyo has something to offer. To delve deeper into Klaviyo's capabilities and advance your skills, consider enrolling in Klaviyo Academy.

To gain a comprehensive understanding of Klaviyo and discover how it can transform your email marketing efforts, read the full article here. Learn how to harness its features, enhance your marketing strategies, and access advanced training to supercharge your Klaviyo expertise.

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Are Klaviyo Courses Free? A Comprehensive Guide for New Email Marketing Agencies and D2C Ecommerce Brands

In the realm of email marketing, Klaviyo stands out as a popular choice for email marketing agencies and direct-to-consumer (D2C) ecommerce brands. This article delves into the question, "Are Klaviyo courses free?" It unveils the comprehensive educational resources Klaviyo offers to help users harness the platform's potential.

Klaviyo's Documentation Repository provides an invaluable starting point, offering a treasure trove of help documentation, video tutorials, FAQs, and a community forum—all free of charge. These resources cover the basics of Klaviyo and serve as essential tools for beginners.

For those seeking a deeper understanding of email marketing and Klaviyo's advanced features, the Klaviyo Academy comes into play. This online training platform offers a range of courses, from email marketing fundamentals to platform-specific training. While Klaviyo does provide some free Academy courses, more advanced content and certification programs come with a price tag.

Investing in advanced email marketing education is strongly encouraged. It helps users stay competitive in a saturated market, maximise ROI, and master the art of personalisation and automation. Certification can elevate one's credibility and open doors to new opportunities.

Choosing the right advanced email marketing course is vital. Consider factors like course content, instructor expertise, reviews, interactivity, support, and pricing when making your selection.

In conclusion, while Klaviyo offers valuable free resources to kickstart your email marketing journey, advanced education is crucial for achieving lasting success. Whether you opt for Klaviyo's paid resources or external courses, the knowledge gained will empower you to navigate the dynamic and highly competitive landscape of email marketing effectively.

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Unlocking Success: Klaviyo Email Marketing for Small Businesses

In the world of email marketing, Klaviyo stands out as a versatile tool suitable for businesses of all sizes, from small startups to enterprise-level corporations. This article explores why Klaviyo is an excellent choice for small businesses, highlighting its user-friendly features, automation capabilities, and seamless integration with Shopify, a popular e-commerce platform.

For small businesses, Klaviyo offers essential features like easy integration, personalisation, and robust reporting. It simplifies email marketing tasks, allowing businesses to connect with their audience effectively. As businesses grow, Klaviyo scales with them, offering advanced segmentation, A/B testing, and predictive analytics for larger enterprises.

The article also emphasizes the importance of training to maximise Klaviyo's potential. Proper training helps businesses efficiently utilise Klaviyo's features, leading to better ROI and fewer mistakes. Recommended training courses cover advanced email segmentation, A/B testing, personalisation, automation, and analytics.

To uncover the full potential of Klaviyo for your small business and learn how training can make a difference, dive into the complete article. Harness the power of Klaviyo to supercharge your email marketing efforts and drive business growth.

Read the full article to discover how Klaviyo can transform your small business's email marketing.

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Choosing the Best Digital Marketing Course for Email Marketing Specialists in the Klaviyo-Shopify Ecosystem

In today's digital landscape, mastering email marketing within the Klaviyo-Shopify ecosystem is essential for email marketing agencies, consultants, and D2C e-commerce brands. To choose the best digital marketing course, consider critical factors like course content, instructors' credentials, student reviews, practical assignments, flexibility, updates, and cost.

Introducing Monster Email Marketing Digital Marketing Training Course, a market-leading option that excels in all these aspects. Their course provides comprehensive coverage of Klaviyo and Shopify integration, advanced email marketing strategies, data analytics, and deliverability. Instructors are industry experts with certifications and teaching experience, backed by positive student testimonials.

What sets this course apart is its practical approach, featuring self-paced learning to accommodate busy schedules. Regular updates and a supportive community ensure you stay current in the ever-evolving digital marketing landscape. Upon completion, you’re going to be greatly enhancing your career or business credibility.

With competitive pricing and the potential for substantial ROI, Monster Email Digital Marketing Training Course offers an unbeatable opportunity to excel in email marketing within the Klaviyo-Shopify ecosystem. Don't miss the chance to elevate your email marketing skills and unlock new levels of success - enrol today and take the first step towards email marketing excellence.

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0:02 Hey everyone! Hope you are all well been a few days since I released our massive email marketing bible. I just want to say thank you for the response. Honestly being overwhelmed the amount of messages on LinkedIn, Slack and various other places.

I just couldn't imagine how popular this would be so thank you very much for everyone who's shared nice words all the eCommerce brand owners and marketers who are going to steal strategies and pass it off as their own for their own clients.

I really appreciate all the support I've had on this and yeah, just thank you honestly overwhelms didn't realize um how popular it would be so what I want to go over in this video is basically those three fundamental building blocks and how we approach

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0:50 every single client projects that we work on at Magnet Monster and just give you a high level overview of why we structure in this specific way how you can apply it to your own business. And basically just to get a really strong robust email marketing settle and explain the methodology behind why we set it up this way exactly.

So let's get straight into it and I'll expand a little bit on the article.

If you have any questions just post them in the comments below, you can message me on LinkedIn and I will also link to the article directly so you can see some of my expanded thoughts obviously.

It is quite high level some of this because there's just so much to cover but I'll try and chunk it down into these three faces and hopefully that will be enough to get most of you guys started.

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1:47: Okay, so just as a basic intro when we approach email marketing you don't want to be siloed inside the e-commerce company that you're working with and working for your own benefits. What I mean by this is you don't want to get greedy this is the number one fundamental mental block you need to get past you're not competing with Facebook ads Instagram paid search SEO.

You don't want to view yourself compartmentalized from these other departments your goal should be to complement the omni-channel experience and work in the best interests of the business.

And I say this to basically underline the importance of how we approach email and how you should be approaching it as well if you're doing it in the right way email is designed to harmoniously work with all these other channels for the benefits of the business.

So if you're looking for a guide that is going to just make you look good in the short term this is not for you this is not a methodology you would want to adopt this is for people who genuinely care about the overall business performance for profitability and are willing to work collaboratively with the other departments.

So with that being said let's get into the the meat and potatoes of the approach so when you start email marketing and you're an e-commerce brand you want to ultimately begin with the bare basic fundamentals and this is email automation

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3:18: why start with email automation because the long term or why is as close to as guaranteed as you can get whereas email campaigns are always manually going to be created and labor intensive and might not produce an ROI in the beginning.

So just as a basic basic distinction between the two of them email automation or triggered by events the customers take on your website.

For example, subscribe to list store to check out viewed product placed order and email campaigns or manual emails for example like you would send out on Black Friday sales promotions around key holidays gifting periods like Christmas you get the gist of things

So email automation is triggered automatically by events the customers take on your website email campaigns or what you will manually create based on specific ad talk promotions that you're running or general content that you just want to share with your audience so the first place you want to set up email automation is based off these basic behavioral events that customers take on your website.

You want your welcome flow so someone subscribes to the website for the first time want to find out why the visiting usually will incentivize them to make the first purchase with a coupon share your brand story.

Leverage some social proof in there as well personalized it based on the data that they give you in the pop-up we'll come back to that at some point. This is like very very crucial because it tells the story of your brand and this is going to be the highest opened email automation or flow that you will ever set up.

So it's very very important to always start with the welcome flow to make sure someone has a really strong introduction to your brand it also drives the majority of the revenue as well

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5:19: Abandoned cart flow is the next one most people are aware of this that you know roughly whatever statistic you want to pull out. 70 to 80 percent of shoppers these days especially on mobile will abandon their shopping cart and abandon cart is designed to send a series of automated emails to bring customers back and complete the sale so you want to use a blend of reminding them.

And usually some discounting as well if they're a new customer that replicates the same margin that you're giving away in the welcome flow. They're the two fundamentals. Even to go more granular of phase one, if you just had a welcome flow and abandoned cart set up, you'll get quite full with email.

So definitely get these set up get a pop-up set up that pushes people into the welcome flow, a great brand story. Incentivize someone to make the first purchase, overcome their objections that they may have and get an abandoned cart set up in place for people who start to check out but don't complete the sale.

That is absolutely crucial and is the bare minimum you should have set up on email another benefit of the welcome flow is that obviously it proactively builds your list by collecting subscribers through the pop-up on your website when they land

So that's another additional benefits now the next basic flows that you would want to set up that i still include within phase one or your post purchase up-sell your fulfilled order flow browser balance flow and customer win flow.

So let me expand on these a little bit post purchase up-sell customer places an order for the first time on your website now the chances are in order for them to place that first purchase you've sunk a lot into Facebook or Google ads or some type of paid media acquisition channel that customer might not necessarily be profitable on the first purchase.

You might be breaking even, you might even be losing money on that first purchase but you can make strategic decisions if you know the lifetime value over time may repay you based on that acquisition channel so a post purchase up-sell is basically

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7:44: designed to quickly increase the average order value or customer lifetime value of that customer by taking advantage of a time in the buyer's journey where they are generally really receptive to an additional offer.

We've done a lot of tests on this and it depends what you're selling what type of products. Obviously, if you were to sell sofas then this might not be the most relevant strategy for your business but if you were to sell consumables like makeup skincare and nutritional products then this tends to work really well.

So the post purchase upsell flow is...

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8:22: Someone makes an order for the first time and you're going to want to go in immediately post purchase with an additional up-sell/cross-sell. And the goal is to give them an offer that is just a no-brainer that makes sense that they can't refuse and that you're instantly able to increase the profitability of that customer.

So, let's say I'm shopping on a butchery website I buy some um a rack of lamb for example, and then post purchase immediately you're going to go and offer me some um type of dressing that goes with the lamb.

Some mint leaves and some extra lamb leg sticks or something like this just something uh really good price points that makes me think "Okay I should have just got that when I was on the website."

Another example clothing let's say for example I was shopping for set of jeans and then post purchase you go in and you say, "Hey, you know, don't forget - this matches up great with this style has a plain white T-Shirt rope 20 for the next 24 hours."

So you're going to want to pick a high margin product that complements what the customer just purchased. Again the goal is to increase the AOV, CLV, whatever you want to call it and maximize the profitability.

If the customer replaces the order for the first time and it's going to be very profitable because hopefully you'll be specifically picking complimentary products that make sense for the customer. It's logical and also has a great margin for you as well to claw back some of that ad spend.

Very very important flow and if you set this up correctly you can expect a conversion rate between 1.5 to 3 percent and you'll have to look for some commonalities in the data like what products typically bought together to strategically put this in place.

It can be a case of looking for the best highest ROI items because obviously there's a lot of planning that will go into this if you're a store with thousands of SKUs. So we've worked with brands as well that will basically just set up a pretty generic offer.

So for example spending over fifty dollars get 15 off for the next 24 hours that also works well this 1.5 to 3 uptake and conversion rate on this over time that compounds and adds a lot to the bottom line. So it's it's well worth doing and as I said over time this will massively increase the profitability 1.5 to 3 profitable revenue is a huge amount over the course of the year to most brands.

So, yeah, this is something crucial you'll want to get set up you can A/B test this as well. So I said in the beginning you can send this immediately you can also do an A/B test after seven days, maybe 30 days again. Sometimes, people want to try the products before they're confident to make a repeat purchase but generally speaking this is something we've set up for pretty much every client that we've worked with and has worked very very effective

So, post purchase up-sell slash troll cell great way to move the needle on profitability amalgamated into the post purchase up-sell flow. You could call it a fulfilled order flow so when a customer orders for the first time generally the buyer's remorse kicks in.

So you're going to want to overcome that. You're going to want to make sure the customer understands in the next few days when the product's going to be delivered how to use the products to get the most out of it

Check in through custom support to make sure that they're happy make sure that they don't need anything. They're not dissatisfied. Then, yeah, of course, going for a review request at the appropriate time and then match them with contents try and gear them up for a repeat purchase in the future.

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12:36: The browse abandonment flow - So very, very simple flow someone views a product on the websites there subscribe to the list this will trigger a series of automated emails or maybe just one will work fine just say, "Hey, you know we caught you looking at this, want to come back and take another look?"

Very very effective and simple flow the customer win-back flow. So again you will want to examine your data see when someone generally falls off the purchase life cycle and then you'll go in with a series of automated emails to try and win them back and the thing with win back is that you want to

As I said look at the data and take into account the general buying cycles of your stores so again just to use the soul for example it would make no sense to start to send a win back campaign after 60 days because nobody needs to replenish sofas within 60 days.

Whereas if you're selling consumable products like skin care supplements, whey protein, things like this then generally the time frame is a lot shorter before people fall off and stop buying all together. So you can have a bit more of an aggressive frequency.

Important to note with the win back is that you need to differentiate them between generalized sales campaigns as well. So, I see a lot of people going to win back and they just offer huge discounts straight away which doesn't make any sense because you've already probably been sending discounts through manual email campaigns.

So what's the difference between them? There's no point you need to structure the win back flow in a way that reaffirms the brand's values checks in on the course met to make sure that they're generally okay try and engage them in a conversation

And, then at the last opportunity offer a discount if necessary. But just using it as an excuse to send like twenty percent off and going deeper into printed discounts that files quite minimally effective.

So try and be a bit more creative with the win bar close stimulate conversation check in on the customer and try and engage them in a different way because the chances are you've probably sensed the same concepts in general email campaigns and there's been no response to them.

<Break time> I'm gonna take a little drink have a little breather, been speaking a lot

So let's recap phase one of the email marketing bible. Get your fundamentals in place on email automation. You want to take advantage of events that customers take on your website.

1. You want a welcome flow with a pop-up setup
2. You want an abandoned cart flow
3. You want a post purchase up-sell
4. You want a post purchase order flow/fulfilled order flow whatever you want to call it
5. You want to browse abandonment flow and
6. You want of course to win back flow

Six crucial email automations that pretty much <excuse me> every store can benefit from and should set up.

[Music] speaking a lot. Let's go to phase two just scroll down on the article so once you've got these fundamentals in place that is going to generate honestly a significant not huge amount a significant amount of revenue for your store if you were to just leave these fundamentals in place from phase one.

You would a really robust settle providing that you'd set them up correctly and you can probably you would see especially from an email automation perspective like it's the 80-20 rule. In fact, I would go as high to say 90 percent of your revenue no matter how advanced you get on automation will come from those six core flows.

It doesn't matter how sophisticated you get with additional flows. You're not going to drive as much revenue at least as you will from those flows.

So if your goal is just to maximize the revenue potential of the stores just focus on those six and then add layers of sophistication when you can't down line.

So okay, so let's assume you do get those set up. You're ready to move to the next phase you're thinking what can I do now to enhance the revenue but also improve the customer experience and start to leverage some of emails additional capabilities.

Going back to what I said in the beginning of this video: to improve the omni-channel customer experience. Help the face cards team, help the acquisition team, help the social media team sort of collaborate and bring these departments together that's what we're going to do in phase two.

So the first thing you will want to do is introduce email campaigns. Email campaigns again if you've got a sufficient amount of subscribers and if you're acquiring customers then I assume you will you are going to want to send content in there to these customers quite frequently.

You won't get into frequency too deeply on this topic but let's say for example, you're sending one campaign a week. You're going to want to start to send a blend of content sales inventory things you need to clear promotions, competitions qualitative research. You just don't want to start communicating with your customers over email on a weekly basis.

The reason you're going to want to do this is because obviously you need to stay top of mind you need to keep in touch with customers on all sorts of channels and email is just a very very cost-efficient profitable way of doing this. So definitely start to send out email campaigns once per week in my opinion is a safe starting point

It will generate more revenue, it'll get more traffic to the website it will keep, you more top of mind. It'll move the needle on retention, it will do a lot of things and everyone should be sending out frequent campaigns. The second thing you're going to want to do at this point is use email.

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19:24: To improve acquisition how does this work so basically what you're going to want to be doing is looking at the behavior of subscribers and then pushing these segments back to Facebook and Instagram for retargeting especially if you're using software like Klaviyo.

Which allows you to do this as an example you can start to create audiences of customers who've purchased at least once over all time, never engaged with an email in 60 days you want to re-target people who have abandoned the shopping cart

You want to push segments back from qualitative research that you've done on your customers so you find out the goals. Let's say for example, you're buying supplements and you find out someone wants to burn body fat you'll want to push these segments back to Facebook and Instagram to help improve retargeting

Especially with all the changes with iOS 14 it's very important to progressively profile customers collect this zero party data on them and then send it back to

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20:31: the arts team to improve return on ad spend marketing efficiency. So your goal, again if I go back to the beginning of this video is not just to increase the revenue through email.

Your goal is to harmoniously synergistically work with other departments and this is one of the ways you can improve the efficiency of the acquisition team is by pushing these custom segments back to Facebook and Instagram and allowing them to be more granular and specific with the targeting of customers on that channel.

So criminally underutilized by the ads team but also by the email team as well everyone should be doing this and if you're not you know to use the common phrase you're leaving money on the table a huge amount in fact.

The first point in phase two is introduce data enrichment points [Music] so this is where you will start to integrate qualitative research into your emails to help with ongoing optimization efforts and to understand your customers more deeply.

What do I mean by this? So, let's say for example someone abandons a cart - Send them an email finding out why was it? The price? Was it the shipping? Was it that they didn't feel confident the products would work? Did they find an alternative?

You're going to want to add these data enrichment points to find out this information from customers and try and collect as much as possible post purchase are you collecting the net promoter score? Are you finding out if the customer was happy with the products? Are you checking the reviews on them when someone's about to chair, have you found out why they've stopped buying from you?

In the win backflow as well, are you trying to proactively collect insights from customers to create these feedback loops to the relevant departments -whether it's the on-site dev team, product marketing, you should be aiming to create as many feedback loops as possible to improve other areas of the business so you can see now how it's all starting to tie together.

You've set up the basics for revenue from email and now your goal is to help other departments strengthen their performance as well.

You're creating the ecosystem and the data enrichments points are just very very important and a great way to do this on autopilot because you set it can be set and forgets like you put these research emails in an abandoned cart in a post purchase and sharing flow and then proactively collecting these data enrichment points over time just creating a great feedback loop.

The next phase is, not next phase, sorry the next portion of phase two is to add user generated content flows

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23:45: to automate content creation again this is another way that you can help the overall business strengthen its performance. So, imagine having a repository of images media, content assets, blog posts, videos, just going through to your social and content team on autopilot - this is plausible. It can't happen if you were to set up user generated content flows to collect these insights from customers.

So, let's say for example someone purchases from you typically people will go in with a review request yet this is important you know everyone needs to get things like these set up but take it one step further start to ask customers about their experience with the products get them to submit before and after photos. Ask them a series of questions encourage them to share this content on social and then create blog posts for you do video reviews.

you basically don't want to strategically put these flows in place to ask customers as much as possible about their experience shopping with your brand and your products and your goal is then to repurpose these content assets and strengthen the overall performance of the social media team.

Create more content assets for the for the brand social proof and again it's just another great feedback loop that you can leverage to improve the overall performance of the business via email. There's a lot of ways to set this up. So I have expanded on this in the article. I encourage you to go more into it because it can it can get quite intricate so I'll keep it quite high level for the sake of simplicity yeah so just to recap phase two

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25:45: you're going to want to introduce email campaigns with a moderate frequency for now start with one per week you're going to want to push those segments back to Facebook and Instagram for re-targeting you're going to want to introduce data enrichment points to create these feedback loops so you're improving go for areas of the business.

And the next thing you're going to want to do is add user-generated content flows to stop collating social proof <excuse me> blog posts, content assets, and basically just helping the whole other departments of the business.

Let's move on to phase three which I call optimal optimization and experiential flows. So, you've got your email infrastructure set up at this point. Now, it's time to invest in things that will generate words of mouth advocacy. So, things you can't necessarily measure in a quantitative way but will definitely still improve the business and i call these experiential flows so things that delight the customer and

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Adds value at each touch point of the journey but they can't necessarily be attributed to revenue or within tangible assets like blog posts and reviews as I was discussing before. So, in phase three, this is what you

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27:21: Should focus on number one aggressively test to make incremental improvements on what you've currently settled so this is where you should be doing a lot of A/B testing and trying to move the needle across your established KPIs and you want to document these changes to come to statistical significance assuming that you have enough data of people going through these flows etc.

As I've said before in the first two phases you really do have probably 90 percent in fact at this point 95 of what you need so it's about aggressively testing to move the needle and make small incremental improvements on that existing setup headlines, creatives. time of day - you know all the basic stuff. Basically, frequency on campaigns. I'm going to come to that in a minute but basically just testing aggressively on what you've already set up the second part is implementing

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28:27: experiential email flows so things like the birthday flow if you're collecting data on what's someone's favorite coffee or tiers which you can do then you're going to want to trigger notifications to customer experience team to then give your high value customers gifts on these specific days

If someone's a VIP customer, you're going to want to reward them for their of course, their loyalty and for receiving, for spending <sorry> a certain threshold with you over all time. Loads of creative ways to do this providing the collecting data proactively on your customers you will want to set up a brand ambassador flow so when someone starts

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29:09: To talk about you on social when they're a big advocate of your brand you will want to invite them to become a brand ambassador or influencer for you. Again, this could be automated and the goal with these flows is to increase word of mouth marketing by surprising the customers on special dates or data that you've collected on them. And then again just trying to really increase that words of marketing by making them brand ambassadors for you

The third thing you're going to want to do is gradually start to increase the campaign

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29:48: frequency so if you have been sending one campaign per month or per week you will gradually want to employ a scientific approach to increasing that frequency and then seeing <excuse me> the additional benefits that will give you from customer lifetime value perspective. The revenue over a period of time and one thing you can employ on this is holdout testing

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30:17: to see whether the effectiveness of this increased frequency is having a positive effect on your business over a period of time. And again I'll link to some articles and resources you can look at in the comments section because this can go quite in depth again. But, generally speaking if you can increase the frequency and you start to improve the revenue and lifetime value of customers then it's pretty effective way to move the needle again.

Obviously, you need things to talk about right so this will create more internal pressure in the business to create more content assets, promotions or various things to talk about because there's no point sending in an email from no point but you should be hopefully doing those things.

Anyway the last element

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31:09: is developing a loyalty program if it's applicable to your business. So, here you are going to want to leverage things like referrals. Referral flow welcoming someone to the program points rewards on certain days or in campaigns, birthday rewards. Encourage them to engage on social in rewards sorry and pretend for points have certain tiers.

I'm not going to go too in depth into what makes an effective loyalty program because it's just such a deep topic. It's also something that you couldn't cover sufficiently here within the time frame. So, basically just have these basic flows set up to again similar to your core automation in the beginning to just make sure the customers are participating in the program. They're aware of the additional benefits and also if they do our points allocated to them that they can use them and hopefully that will drive more repeat sales.

<The last drink of water before the recap>

Really hard to talk for 30 minutes straight i'm normally speaking to other people. So, let's put it all together that is the Email Marketing Bible - The 14 commandments, the 14 steps email marketers and greatness. <Some crazy construction work outside my building hopefully you can't hear that>. So, let's

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32:57: recap on them.

1. Phase one: Get your core automation in place welcome flow with pop-up abandoned cart flow, post purchase up-sell, fulfilled order flow, advancement flow and customer win back flow. If you do nothing else just get phase one set up
2. Phase two: Introduce email campaigns

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33:21: Push segments back to facebook for retargeting from the email service provider. Introduce data enrichment points to progressively profile customers more deeply and create those feedback loops. Add user-generated content flows to automate content creation and build social proof phase three implement an aggressive testing matrix to drive incremental improvements upon that email infrastructure once you've set up.

Use data that you've proactively collected from customers to create these experiential email flows. Increase the campaign frequency if the deliverability is healthy. So, if you have a good ratio of subscribers to unsubscribers and you're confident that you can continue scaling the email performance, then you can gradually increase increase the frequency.

3. And last but not least developing a loyalty program. If it's applicable to the business and making sure that those behavioral triggers again are set up in the same way that they are for phase one. So, when someone subscribes to the program create referral a rewards available etc.

Now, of course, there is additional flows and concepts that I've probably missed out here. But for the sake of this video, I'm going to wrap things up yet they are the 14 steps that we take with all of our clients and it's quite a linear process if you haven't got one you should start with the basics and then gradually move through the phases because it structures in a way to maximize the ROI based on priority to the business.

Hope that helps hope it's been useful because I'm out of breath now. I'm ready to retire for the day. If you have any questions just feel free to drop me a comment love to hear from you guys and also if you think I missed anything let me know I'd love to hear what you would include. I know there's been a few comments already I've heard on LinkedIn like "Were's the back in stock flow? Where's this blah blah blah?"

But I tried to keep it generalized so they will be applicable to all businesses. And some of the things that I missed out I did that purposely because I thought not every business needs them. But I think every business can benefit from these so yeah if you think I've missed anything out. you know please feel free to share and maybe we can make the new testament, the new email marketing bible together.

Cheers very much for listening and I will speak to you all soon. Thanks.

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