#11 - Email's 7 Infinity Stones

Now I know, before you blast me in the comments, that there are only 6 infinity stones 😂

I’m a huge Marvel fan, so I was pretty extremely excited when I came up with this title.

What I wanna do for this series is walk you through the most crucial email flows you can set-up to position your brand for success.

Some of them might be ‘basic’, but I’ve seen so many 6 - 8 figure brands neglect them. It’ll be a 7 part series (I’ll get Miles/Mira to chime in as well), so buckle in.

New Customer Acquisition (NCA) Flow

This is also known as the welcome flow, which your customers get when they sign up to a newsletter through either a pop-up or embedded form.

The goal is simple - to welcome new subscribers into your email/SMS channels, and fulfilling whatever was promised on the form.

This is where you’ll introduce your brand and its best sellers, as well as look to convert them from window shoppers to customers.

Key Considerations When Building This Flow

• Existing subscriber base in Klaviyo (Customers vs Non-Purchasers)

• Repeat customer purchase % (are my products repeat purchases like make-up, or once off like mattresses)

• Identifying best selling products

• Typical average order value (AOV)

• Traffic driven to site

Addressing Key Considerations Above

1) Existing subscriber base in Klaviyo (Customers vs Non-Purchasers)

If a large % of your existing subscribers are already customers, consider creating a conditional split for new customers vs returning.

Humans are wired to recognition, and something as simple as this has help to raise our client repeat order rates after the second email.

2) Low repeat customer purchase % (<20%)

If your products are one-off purchases, you’ll want to make the most of your NCA flows.

Consider giving discounts (& increasing it over time), a hard cut off date (to drive urgency), along with highlighting best sellers (to make your customers not have to think).

Also, make sure to highlight your discount code and ensure that your CTA is above the fold.

3) High ticket (what’s your AOV)

If you’re selling more expensive products, a standard discount is typically not going to cut it (it cheapens your brand and products).

Consider focusing on the brand value, educational aspects as well as giving value through content. Make them excited to join the tribe, and turn them into loyal repeat purchasers.

4) Traffic driven to the site

Email and traffic (whether META/Google/TT.etc) are incredibly interdependent on each other.

A dip in traffic is going to directly impact the number of emails collected. However, if you’re seeing a dip in emails with no change in traffic, consider re-visiting your pop-up offer.

Your NCA flow should be sitting at the top in terms of revenue brought in vs other flows.

Best Practices / Examples

• Make sure your 1st email goes out immediately with whatever that was promised in the pop-up

• Double opt in can be turned off if you have low bounce rates (<0.8%), or running with a new Klaviyo account

• Your subject lines should be brand related & personalized (if possible)

What to include in educational emails

1) About the brand - CEO/team/mission/values/charities you’re supporting (cruelty free, environmentally friendly.etc)

2) About the product - why us vs competitors, behind the scenes, specs of the products

3) New product releases

4) Additional perks for signing up to other lists (think SMS, app, loyalty program)

What to include in social proof emails

1) UGC (customer video testimonials/photo reviews, IG/META [FB] content)

2) On-site reviews (you might even want to look for bad ones and poke fun at them/do objection handling)

What to include in upsell emails

1) Always hard sell your best sellers (your customers don’t want to think, just present the solution)

2) Don’t give too many options (leads to choice paralysis)

3) Discount reminders and urgency (fulfilling what you promise in your popup, and introducing urgency to induce action)

How our NCA flow would look like

E1: Discount code focus
E2: View our collections + discount reminder
E3: Show reviews from websites + discount reminder
E4: Highlight 2 best selling items (plus a different offer)
E5: Follow us on social media

And that’s a wrap! 

1 down, 6 more to go.

Hopefully that wasn’t too much to digest.

If you have any questions, feel free to send it my way and I’ll do my best to respond (I apologize in advance if I’m unable to - we’re onboarding quite a bit of clients).

Have a great weekend.