#24 - The Little Things

Ever seen ants move a dead bug before?

Or even a burger chunk dropped at a cafe.

It’s interesting. They’re tiny, but yet can lift 10 - 50x their body weight.

And even though each step they take is little, the bug/food ends up in their home all the same.

The same connection occurred to me - what differentiates the 7 figure brands vs the 8/9 figure ones? (I mean, they’re all successful already)

My answer? 
The little things.
The small 0.1% - 0.5% bumps do add up quick.

That’s what I hope to be covering in today’s newsletter :)

1) Figuring Out Optimal Send Times

And no, this is not based on gut feel or ‘I thinks’.

I recently audited an account where the client had a welcome flow that was sending email 2 at 5PM 48 hours later.

No a/b testing was done apart from the fact that they felt that customers would be home at 5PM.

Not the best idea.

What we typically do is we set flow emails to trigger 24 - 48 hours after the first, without a specific time because we know that the prospect has shown that they’ll open emails then (eg: they signed up for the welcome pop up then).

Additionally, for our campaigns, we comb through Shopify data and identify peak buying hours, and send our campaigns one hour before, allowing us to ride the wave and maximize conversions.

Finally (and of course the usual disclaimers of this differs from brand to brand, make sure to test it yourself.etc), through our 269 a/b tests we’ve ran in Feb, we’ve solidified our hypothesis that afternoon is still the best sending time (set this up with Klaviyo’s Smart Send Time feature).

Even a 0.1% conversion lift is going to add up, especially if you’re doing numbers.

2) Reviews are Key to Higher Click Rates

If your customers love your product, flaunt it.

I don’t mean this in a bad way, but people are sheep.

Often times, they just want to be led, whether through recommendations by their friends, an influencer video, or even a old fashioned review by some stranger on the internet.

Assuming your conversion rates stay constant, a higher click rate = more revenue.

(btw, these reviews bumped click rate up by 0.07 - 0.2%)

p.s. slot them in the middle of the body copy, ideally with a mix of raving ones & a sprinkle of ‘neutral’ sounding ones.

Another possible 0.1% win.

3) Raising Your List Utilization

List utilization is our team’s fancy way of saying - how many subscribers are you hitting out of your total active profiles.

We typically want to sit at anywhere from 50 - 60%, but we’ve had clients fight us on this, because metrics look good for 30% list utilization for L60 days.

The problem is, if you don’t expand list utilization, the other 70% will sit unengaged, leading to more defecting customers, and profiles you’ll have to suppress, on top of the potential revenue lost.

It’s a fine line though, be careful about expanding list utilization too quickly, as that will lead to deliverability taking a hit.

But at the end of the day, another small win in incremental revenue.

And that’s a wrap!

There’s a million and one different tactics we deploy to get these incremental wins for our clients (all learnt through working with 500+ brands and generating $329M+ in revenue)

What I hope to achieve with today’s newsletter, is a little reminder (sorry for the pun) that the small things matter, and that they do add up.

If you’re looking for a retention marketing partner to help you grow sustainably and stack up those small incremental wins, look no further (just reach out!).

Otherwise, thank you for reading once again, and have a great weekend.