The Ultimate Klaviyo Email and SMS Marketing Guide: Breaking Down the Funnel

hey what's going on my name is Max and today I'm just going to bring you first YouTube video uh the e-commerce guide to clavio email and SMS marketing kind of just a brief overview of the funnel for e-commerce and utilizing email and SMS to convert in the background back end to create 40 to 60 of your Revenue so as you can see here just a quick screenshot of a 30-day period where attributed Revenue was 54 you can see um The increased Revenue numbers and this was before Black Friday so yeah let's go ahead and get straight into it again my name is Max uh agency is well copy and we work with e-commerce brands that do over 50k a month and we guarantee to generate 50k to 100K extra per month so all right let's get straight into it so again I've been inside over 50 e-commerce brands at this point and I've helped generate over 12 million um so yeah typical eCommerce funnel uh of course top of the funnel is you have social media and you've paid ads so you're buying Facebook obviously Zuckerberg is charging very high prices these days um so it's more important than ever to have your back-end systems converting high so again top of the funnel you get a bunch of people going in and they go down and obviously make money in Ascend I have this pretty much as just getting one-time buyers to be multi-time buyers so if you look at this graph again awareness paid ads and organic media it's very rare to have somebody just visit your site once and purchase on the spot like think about it do you ever just view um view a site view an ad you're scrolling Tick Tock Instagram whatever you're doing and just buy right on the spot no it's just it's people have conversion Windows it takes time to make a decision especially if you sell a high ticket product you really need to nurture these people overcome their objections and build up trust and how that happens is consideration email and SMS you get more information it takes some time and people get updated on what you guys are doing and how you defer over email and SMS and then conversions this is where you um you can get a lot of people just by telling them about your brand but sometimes people are going to need discounts and targeted campaigns again that happens with email and SMS there's no other you can't do that with social media really um and then loyalty retention is where you're sending targeted campaigns towards People based on their past purchases sending messages um showing your appreciation to them and again that's email and SMS three quarters of the funnel of the basic e-commerce funnel is email and SMS yet brands are still overlooking email and SMS not giving it the attention it deserves only 10 of their revenues coming from it which is just crazy should be 30 Revenue minimum if you're a higher ticket product it should be even more but again base thing that you're probably doing if you're an econ brand over is you're getting site traffic and you convert them through back-end systems those are really the two things that's how you're gonna generate money as an e-commerce brand and so how do you get site traffic to actually convert so say you're spending all this money on ads social media ads um everybody that views your site is so precious because every single day um the price of acquiring these customers side viewers is getting more expensive and more expensive so you need a killer lead capture system so uh the stereotypical thing to mention here is pop-up forms and yeah some people are against pop-up forms for some reason I don't know I love pop-up forms because I get discounts but they're also the most effective in getting people's attention and driving traffic again like I touched on earlier do you ever click on an Instagram ad and buy right away no uh people visiting the cider leads they've already shown interest and so you need their information they're going to be super easy to then convert down the line because again they clicked your ad they're interested in your products you need to capture their information you need to be utilizing pop-ups your business is going to suffer immensely without them just because your competitors are going to be using pop-up forms converting 10 percent of site viewers into subscribers so like I kind of just mentioned a good pop-up that's going to convert eight to twelve percent of site viewers into email subscribers roughly half of that five to six percent into SMS subscribers so say you're bringing 100 000 people to your website a month your list is going to grow by about eight thousand to twelve thousand per month take away some subscribes it's growing by the same amount unsubscribes I meant and but most brands however see two to three percent email click-through rate for a couple reasons their offer sucks um if you're doing like a five percent offer why are you doing that and then also you just don't have the time to test a bunch of different things you need to test offers you need to test um timing and all these sort of things that really just make it stand out and make people like make people pay attention to you need to give people a reason to pay attention to you so here's an example of one of my clients what we did um 14. 3 email conversion and um 129 000 people on their site that month and so 18 500 more people on their site and usually fifty percent of people that join the email list at least are going to buy from you at some point so you can imagine that's a lot that's a lot of purchases and so you can see how that can transform a business and it's a lot easier than you think so here's kind of the clavio base pop-up that they do um it's not very good usually this is going to get you two percent click rate that's where a lot of Brands go wrong they kind of just take this and run with it you really shouldn't be doing that because again if you have a two percent form if you get that to eight percent you're gonna Forex your email Revenue in the long run that's 4X more people joining your list and then turn four x more people you can sell to so mess around with different copy different designs experiments such as doing 10 off versus like five dollars off free shipping a free if you have a small item a little accessory you can say free blank with any order enter for a chance to win this a free something or receive free course if you have some sort of course and then also with triggers that's another thing that usually is the first thing I'm testing page load uh scroll percentage exit intent when somebody's about to leave the page you can fire pop-up right there and then you can have like kind of the steps in the order of what you ask them from email to SMS all these different things you should be testing a bunch of different variations of each one mix and matching mix and matching and most brands don't do this when it's really it's not going to be right away where you can get a form from two percent to ten percent you're gonna go from two you mess around with this maybe you get it to 2. 5 you mess around with something down here gets it to 3.

5 you try something else it goes down to three they try a new thing and now it's at five percent and then it's a constant thing that you need to be testing which a lot of Brands just don't have the time for now you guys all probably know email campaigns that's kind of what people think of when they think of emails um so yeah now that you have people's information you can send them emails so email campaigns are the broadcast towards your list mostly you don't want to send to your whole entire list because there's going to be a lot of people who join uh enter fake emails and all these things um maybe uh they switch their email address or maybe they just don't open your emails maybe you're just ending in spam so they're not even seeing it so you're just sending these people emails but they're not opening it so you need to really be segmenting your list I'll get into that in a bit but you want to mix an educational content promotional content so varying from Memorial Day sale like right now it's Memorial Day weekend for me uh mixing a Memorial Day sale but you also want to have nurture content where it's like here's our blog post here's how you can use these products things like that you want to start at one per week if you aren't sending any campaigns start at one to two and then ramp up to three to four per week that's kind of The Sweet Spot there and for inspiration you go to reallygoodemails. com that's my favorite for inspiration is what it looks like here like I said segment segment segment this is uh mixing up your list and the people you're sending to so this is my main engage segment that I send all the campaigns to engage last 120 days make sure they're not suppressed they've opened an email at least once in the last 120 days and they've clicked an email at least once in the last 120 days that's the main one that I'm gonna send to the most amount of people again you don't have to have the clicked email um but it's or so it's if somebody has opened the email or clicked because sometimes when somebody clicks an email clavio doesn't trigger that they open it so you're just gonna get those last few people who kind of slip through the cracks list of some campaign ideas holiday sales customer testimonials how to use seasonal bestsellers mythbuster you can get really creative with this um like for example one brand that I'm working with um you know the Little Mermaid just released and it's a feminine brand so one of the campaigns we're releasing is a Mermaid The Little Mermaid inspired collection and so it's just something that you can keep up with pop culture things like that um and get creative keep your list engaged and you know they love that the most important side of emails is the flow and the automation so automated messages or flows and these are targeting uh customer awareness levels and you're tailoring content towards objections and recommended products based on their activity so you have things like the welcome flow browse abandon flow abandon cart flow post purchase flow win backflow all of more videos on these in the future but essentially when somebody does an action it's going to trigger automated messages maybe you have four or five emails following somebody say they add a product to their cart and then they leave you want to be able to send the messages for example this one um where you're triggering four hours to 30 minutes after saying hey you left something in your cart and you should buy it because you've got it because people get busy things like that um most brands set and forget their flows but these need to constantly be updated you see right here there's just a test going on between the difference in time if you look at this this is waiting four hours after somebody abandons checkout this one's waiting 20 minutes 6. 5 placed order rate four percent placed order rate so you can see the difference that even just send times have on your performance and email performance so you need to constantly be testing things like that so that's really on a wide lens that's all that e-commerce email and email and SMS marketing is you have you have an outside Source bringing traffic to the site you capture them like how I outlined at the beginning you send them campaigns targeted campaigns and then you send them flows that's really all it is and it's just about micro optimizing these things testing seeing what works only hitting people who care about what you're sending them and so that's kind of what we specialize in so the metrics to shoot for um like I said uh this is for something that you can reference um I kind of went over these through the video pop-up form click-through rate you want to shoot for eight to twelve percent don't stop until you get there because if you're not getting there you're only getting four percent and competitors doing 12 they're going to be getting all the prospects and in turn all the revenue email open rates 40 to 50 if you're anywhere below you likely have deliverability issues and again I can help you with deliverability issues helping you recover that email clickgrids one to two percent if your open rates are in the 40s but your click rates are lower than one percent then that's telling you that your email content isn't good enough people are engaging with it so that tells you you need to fix that an SMS click rates eight to ten percent that's what you want to shoot for that's how you know that SMS messages are interesting and you have an active list and then campaign Revenue versus flow Revenue a lot of brands have this I've seen everything from flow Revenue being 95 to campaign Revenue being 95 you want roughly 50 50.