Growing a business requires different strategies at different stages of your growth. But one thing that must remain consistent and high-quality as you evolve: your customer experience. Hear from Megan Whitman, chief digital officer of Kopari to hear about the different and changing ways this beauty brand has leveraged Klaviyo to increase revenue and boost customer satisfaction during the various growth stages of their business.
Despite packaging delays and a launch email misfire, Megan used Klaviyo to grow one of the first beauty supply ecommerce stores. When a Klaviyo survey revealed that customers wanted to try products in-store and a deal with Sephora was inked, Megan used Klaviyo to provide needed purchase statistics. She used Klaviyo as the firm's CRM and connected it to their customer service team so that agents could access campaign emails that inspired queries.
They also used Klaviyo to set up direct mail segments and track their success through Klaviyo.
After a very popular coconut deodorant, which at $14 was less than half the brand's average $30 price point, dropped average cart value significantly, Kopari initiated customer feedback queries. In fact, telephone queries are now constant.
Personalization has become Kopari's engine for growth, and Klaviyo is used to customize forms and web experiences (through UTM links).
Next steps include personalized content blocks, additional flows based on recency, frequency and spending habits and pushing data into other technology partners to align messaging.
Director of Sales
Magento, an Adobe company (@magento)
The online retail landscape is undergoing a metamorphosis as merchants explore a variety of emerging technology trends to try and stay ahead of ever-shifting buyer expectations of what defines a great online shopping experience. Join Jim Gillon, director of sales at Magento, an Adobe company, as he looks at how emerging technologies including artificial intelligence (AI), machine learning (ML), augmented reality (AR), virtual reality (VR), personalization, advanced data insights, and more are enabling leading online merchants to stay ahead of the innovation curve and delight their customers with engaging experiences across their owned marketing channels.
Jim began by discussing the anticipated growth trends for ecommerce, comparing photos from his dining room table filled with received packages verses two lone shopping bags from less and less frequent mall trips. Then he moved onto statistics:
After discussing new ecommerce technologies, like virtualization and the progressive web, he warned that fifty percent of Fortune 500 companies have disappeared in the last twenty years, mostly because they failed to evolve their sales models to reflect shifting commerce models.
Trends to watch for, according to Jim, include redesigning the retail experience to support seamless omnichannel journeys. Eg, mobile traffic is now 60% of online traffic, and 32% of online purchases were picked up in-store in the last 30 days. Also, convenience and personalization are increasingly important with 80% of surveyed consumers wanting personal service in-store and online but only 52% of retailers score themselves as providing moderate or high personalization. Further, 40% of online retail will be transacted on marketplaces by 2020 and 25% received a subscription box in the last month (mostly millennials, ages 18-29).
Finally, data is driving ecommerce with 75% of businesses using AI in one or more commerce applications and 58% of retail leaders stating that analytics have significantly improved their competitive position.
Senior Product Manager, Klaviyo
Boston Convention and Exhibition Center
One of the best ways to grow your business is to build a marketing automation strategy that makes money while you sleep. Klaviyo Flows allow you to create automated touch points across the entire customer journey—ensuring you’re consistently engaging your customers with personalized, relevant messages. Don’t miss our resident Flow expert teach you strategies guaranteed to help grow your business.
"Make Money While You Sleep" sounds like a pretty click-baity, if not downright spammy title, but Alexandra opened with statistics showing how flows outperform campaigns, including having average open rates that are 1558% higher.
She then presented a slide of two dozen flows she contended were all important to develop the customer relationship, just as you would nurture a friendship, when most people create four flows and stop there.
Here are Alexandra's tips on a flow-by-flow and topic basis.
Add a branch for customers versus prospects at the top and then tie back into the main flow.
Add a split so that only high-value carts get discounts to better maintain margins.
Add a location split to offer free shipping domestically and a discount if international to control shipping costs.
Provide category splits for your top categories to tailor copy just to that topic and send general subject lines and copy to everyone for whom no specific category split has been created. This tactic should be used for many flows.
Also, Alexandra urged the audience to use data science by using the lifecycle touchpoint from the Klaviyo library, noting that one customer sent a flow with 9 emails and still got a 32% Open Rate on the ninth email.
Predicted Customer Lifetime Value and Predicted Gender also enable much more targeted flows.
She underscored the importance of continuing to test. Even if you just send to a small sample set an email that reflects an untried idea, you will statistically grow revenue by testing. For example, optimize your series length by testing adding an additional email or two while monitoring engagement.
Finally, Alexandra recommended tagging profiles with first purchase date. One flow tags each profile with the specific date of the initial purchase, then a second flow follows up with specific content to celebrate the anniversary of the first purchase. Depending on how many years are involved and whether additional purchases have taken place since, the content and discount change.
Another example of tagging profiles includes adding categories to target initial purchases, continued purchases and categories abandoned altogether. Flows can also tag customers into particular loyalty tiers: customers who have purchase X times, X+Y times, etc.
To design a flow, consider your goals, triggers, customer personas and benchmarks for open rates, clicks and conversions.
Besides smart sending, tagging recipients as "in flow" (and then running a separate flow to remove the tag) will prevent a prospect from receiving too many emails.
Tom McClintock is the owner and founder of Relationship Martech.