September 18, 2023

What Makes A Successful Klaviyo Strategy?

by Alon Abraham

What Makes A Successful Klaviyo Strategy?

When NALA approached us, we knew that with a brand as compelling as theirs, the right marketing automation tool could amplify their story manifold. Enter Klaviyo - the powerhouse of email marketing. Together, we set up critical flows that have become instrumental in NALA's online success:

  • Welcome series to warmly greet new subscribers.
  • Abandoned flows, targeting checkout, cart, and browser drop-offs.
  • Post-purchase, thank-you and review request emails, reinforcing brand loyalty.
  • Back-in-stock alerts to keep their eager audience informed.
  • Upsell and cross-sell flows, capitalising on the brand's diverse product range.
  • Churn prevention and winback strategies to retain valuable customers.
  • SMS flows, tapping into the immediacy of mobile communication.

At any one time, we have over 20 flows live all with 1-10 emails and sequences each. That’s about 80 individual emails. 

But, our journey with NALA wasn’t just about setting and forgetting. We continually adapt and iterate. Every month, our team digs deep into the data, either introducing a new flow based on emerging needs or refining current flows for maximum impact. This agility extends to our campaigns too, evolving based on the calendar, new product launches, and real-time events. Campaigns are critical not just for sales but also for awareness and brand building and therefore sending a handful of targeted emails per week and month is optimal. 

A Deep Dive into A/B Testing

One of our core strategies that has truly driven success for NALA is our commitment to A/B testing. By regularly experimenting with various elements like subject lines, imagery, and copy, we aren’t just sending emails; we’re sending optimised communications that resonate.

Every month sees a deep dive into the metrics. Based on this data, decisions aren’t made on gut feelings but solid numbers and patterns. From there, we decide on new flows or optimisation strategies for existing ones. This iterative approach ensures that NALA’s marketing strategy is always ahead of the curve.

Mastering Segmentation

We also understand that not all subscribers are the same. Segmenting NALA's database allows us to send personalised content to different audience subsets, increasing relevance, engagement, and, ultimately, conversions. By understanding subscriber behaviour, preferences, and purchase history, we ensure that every message is not just heard, but also felt.

The Impressive Numbers

The result? A whopping 32% of all NALA's sales are driven by Klaviyo, with email flows accounting for an impressive 72% of this revenue. Ad-hoc campaigns make up the balance, while SMS campaigns, though in their nascent stage, already contribute 4% to the overall revenue.

While these numbers are impressive, it's essential to recognise that email marketing doesn't operate in a silo. The confluence of NALA's outstanding brand ethos, top-tier products, buzzing influencer engagement, and exceptional website experience meant that our email campaigns could truly shine.