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OUR GUIDE TO EMAIL MAREKTING

Email marketing is a powerful tool for e-commerce businesses - it allows your brand to reach a large audience at a relatively low cost, allows for highly personalised content, and helps you build personal relationships with your customer base. With seamless integrations with Shopify, Klaviyo is designed specifically for e-commerce businesses and is our go-to recommendation for clients. 

Successful email marketing involves several essential elements to ensure engagement, drive conversions, and build customer loyalty. Here are our top tips for email marketing:

SET UP AUTOMATED FLOWS

Make the most of Klaviyo's automated flow feature and create a series of pre and post purchase automated emails. Start with these three:

A Welcome Series: Create a welcome series to greet new subscribers. Introduce them to your brand, highlight best-selling products, and offer a first-time purchase discount.

Abandoned Cart Emails: Set up a sequence to remind customers of the items left in their cart. Include product images, a link back to the cart, and possibly a discount to encourage completion.

Post-Purchase Emails: Send order confirmations, shipping updates, and requests for reviews. Follow up with personalised product recommendations based on their purchase.

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BE CLEAR & CONSISTENT WITH YOUR BRANDING

Use your brand colours, logo, fonts and other visual elements to reinforce brand identity. Always sit your logo at the very top of your email campaign and use Klaviyo's header bar to include three linked pages below the logo 'Shop New In', 'About' and 'Contact' are popular choices - this could also be a good opportunity to link your blog if you have one.

Maintain a consistent tone of voice across your email campaigns and mirror this in your flow emails too.

The best way to maintain consistency with your email marketing is to create two or three campaign templates that you alternate between - create one product focused template and another for more lifestyle/blog style content.

LEAD WITH IMAGERY

Most readers will expect you to lead your email campaign with strong visuals - either a lifestyle image or better still, a gif. Moving images are particularly attention grabbing and are more likely to leave your subscribers scrolling for more!

WRITE ATTENTION-GRABBING SUBJECT AND PREVIEW LINES

This is the first bit of copy your subscriber will see in their inbox and will make or break the success of your email flow or campaign. You want your subscriber to be intrigued by the email so make sure that the copy is succinct and a little mysterious.

An example might be:

Here's a little sneak peek at our new collection...

Launching soon, stay tuned.

THE COPY VS IMAGERY CONUNDRUM

Find an image/copy ratio that works for your brand. You want your emails to be short and snappy, but to also effectively communicate your message and create a connection with the customer. Make sure to break up text with subtitles and imagery and if you have lot's more to say use a button labelled 'read more' to take your readers through to a relating blog post - this allows those who want to read more to do so, whilst still keeping those after a short read/scroll engaged.

ALWAYS INCLUDE A CALL TO ACTION (CTA)

This is where the conversion happens! Be sure to include a CTA or two in every email, this should be effectively labelled to ensure a seamless customer journey, for example:

TEST YOUR EMAIL

When you think you're finished with your email campaign, always head to 'preview and test'. You can preview your email in both desktop and mobile view, and send a test email to as many addresses as you like (we recommend sending the test to more than one team member - it's always helpful to have another set of eyes). Be sure to proofread and triple check your CTA links before you schedule or send your email.