Seven Tips for a Solid Email Marketing Strategy with Klaviyo Email Marketing

Even in today’s world of influencers, social media campaigns, geo-targeted push notifications, and more, the good old-fashioned email remains the marketing vehicle with the highest ROI. Read on to learn how to develop and implement a solid email marketing strategy with these Top 7 Tips for Success with Klaviyo Email Marketing.

Your customers aren’t all the same, of course, so the emails that you send to them shouldn’t all be the same either. Since you don’t have to print and mail letters the way they did 50 years ago, it’s very easy and very effective to target the emails to different segments of your customer base.

Hopefully, you have a good customer relationship management database with lots of information about each customer. This makes it easy to pull out demographics such as age and gender. Or you can target emails based on your relationship with each customer or prospective customer.

Frequent shoppers shouldn’t be getting the same emails as lookie-loos! People respond to emails that feel personal, so you should make sure that yours are.

People decide pretty quickly whether an email is worth opening or not, so you usually only have a few seconds to get their attention. The pressure is on!

We suggested above that all of your email marketing efforts should be targeted so that customers feel as though you’re writing just to them. This means that you can use subject/title lines that are far more specific – and therefore far more intriguing – than just “Spring Sale,” for instance. Think about it.

If you’re a college student and Spring Break is around the corner, are you more likely to open an email with a subject line of “Spring Sale” or one that promises the “Best Beachwear Bargains”?

You should be doing the same thing with your preview text as well, if your email client lets you (and most do, so contact us if you’d like to learn more). You generally have about 50 characters to grab the customer’s attention, just like you do with the subject line.

Emails are meant to be a quick read. Most people have way more of them than they really want, anyhow, so even with a great subject line and preview text, you’ll be lucky to get much more than a minute or so.

Say what you need to say up front, and say it concisely. This is not necessarily as easy as it sounds.

“I didn’t have time to write you a short letter, so I wrote you a long one.” – Mark Twain

People decide pretty quickly whether an email is worth opening or not, so you usually only have a few seconds to get their attention. The pressure is on!

Too much of a good thing is still too much. If your customers feel as though their inboxes are being flooded, they’ll unsubscribe pretty quickly. Also, you want them to feel as though the emails they get from you are more special than spammy.

It’s not easy to set a hard-and-fast rule for how often you should send emails, but the feedback that you get from your customers should help you make the necessary adjustments. You can also invite customers to specify on their email signup forms how often they’d like to hear from you.

If they still end up unsubscribing, you have a couple of options to try to keep them. You can include a preference selection on the unsubscribe form; if emails twice a week feel like too much, maybe they’d be okay with twice a month and you can give them the option to drop down to that.

You can also offer an email digest, which is a compilation of daily/weekly emails all collated into one email that goes out at their chosen frequency. This way, they’re not overwhelmed but they don’t miss sales or special announcements either.

This is a corollary to “don’t overwhelm.” You want your email message to lead up to one single, compelling call to action. If you give your customers lots of choices about what to click, each one will be diluted and they’ll probably just delete and forget about it.

Everything in your email should lead up to one call to action that a customer just won’t be able to resist.

Who would ever say no to more people seeing their emails? Probably not you, right? If you’ve written an email that really appeals to your target customer, there’s a pretty good chance it will appeal to their friends as well. They may even want to share it, and you should make it super easy for them to do this.

Make sure that your marketing emails feature social sharing buttons (again, don’t overwhelm; choose the most relevant ones for your industry and your customers) and an email forwarding option. You can even create and embed a tweet-generating widget.

This includes email clients on smartphones, tablets, and computers, to start with. It also needs to include text-to-speech apps, which some people use for convenience while they are driving and some people use because of vision impairments.

Putting together an email template and text that works on all platforms has a lot of moving pieces. Did you know, for instance, that Microsoft Outlook won’t show background images?

Outlook has about 7% market share, so this means that if you send out an email that relies on a carefully chosen background image to make its point, 1 in 12 of your readers won’t get it. Working with an email marketing platform that does all of this for you can save both you and your customers quite a bit of hassle.