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It’s been a while since I sent a newsletter out, but with Q4 less than a month away, I wanted to share some insights into what I’ve been up to and some tips to help guide your strategy for the holiday season.

If you’re new to this newsletter, you’re probably receiving this email since you opted in to receive my e-commerce guide on how to build an eight figure brand.

Today’s newsletter is a continuation of a topic we discussed back in May, and there’s plenty more to talk about.

But first, if you’re curious about what I’ve been up to since the last newsletter from back in June, here are a few updates:

1. Recently achieved Platinum status as a Klaviyo partner

2. Signed five new 8 figure and 9 figure brands as clients

3. For my own brand, I launched Meta ads after relying primarily on Google ads (I’m also looking to hire a Google ads partner to manage our ads if anyone is interested and has the right experience)

4. We’re also putting more effort into TikTok Shop for Q4 by ramping up outreach and scheduling daily lives

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Now let’s get right into how you can get “really good” at Klaviyo and improve your retention strategy.

1. Implement Klaviyo’s Advanced Analytics

One of the best new features Klaviyo has released recently is Advanced Analytics.

Klaviyo’s Advanced Analytics allows brands to make better decisions by deeply understanding their customers’ behavior. In particular, Advanced Analytics covers the following:

1. RFM analysis

2. Email funnel analysis

3. Customer lifetime value analysis

4. Post-purchase journey data

I’ve covered the first three points above in the past; however, the post-purchase journey is enhanced in particular by Advanced Analytics by providing the following data:

1. Identifying specific products bought in the same cart, allowing you to promote and bundle products together to increase the average order value

2. Identifying products typically purchased in the next order, allowing you to optimize post-purchase flows and driving a higher customer LTV

3. Identifying the timing between orders

Using this data can improve the performance of your post-purchase sequence to upsell and cross-sell the appropriate products and drive a higher customer LTV.

Please note that Advanced Analytics is only available by working with a Klaviyo Partner. If, after reading this newsletter, you’re interested in trying it out for your brand, feel free to reply back to this email or schedule a call, and we can help you get set up.

2.Optimize the timing and messaging of your flows based on subscriber behavior

Use the following data to optimize your flows:

1. Average time between orders based on product purchased

2. Repurchase rate by product

3. Product journey through the first three to five orders

Use tools like Klaviyo Advanced Analytics and Lifetimely, which provides customer behavior data and LTV projections, including a cohort analysis to understand your subscribers’ post-purchase journey.

Study your repeat purchase rate by product.

1. Determine which products have the highest repeat purchase rate

2. Determine the timing between the first, second, and third orders

3. Determine the product journey and sequence of purchases of each product

With this critical information, you're now in position to tailor your post-purchase flows to:

1. Promote the appropriate products with the highest likelihood of repeat purchases

2. Find the appropriate timing for each email in each flow

3. Sequence the order of the offers in your emails by matching them to your customers' product journey

3. Build a comprehensive post-purchase follow-up

The post-purchase sequence is one of the most ignored flows, but it is the key to generating repeat purchases and improving customer LTV.

Here's how brands can optimize their post-purchase emails to maximize retention:

1. Create excitement for delivery of the order and keep the customers engaged

2. Provide educational content on how to use the product

3. Ask for reviews and feedback once the order is delivered

4. Offer tailored product recommendations to upsell and cross-sell

5. Offer exclusive discounts or promotions to encourage repeat purchases that are tailored based on customers' purchase history

4. Improve your landing pages

One of the best ways to improve the performance of your emails is by driving traffic to optimized landing pages.

Typically, what’s working on cold traffic on the front-end will work just as well with emails.

By increasing the conversion rate with an optimized landing page such as an advertorial or hybrid page, you can squeeze more juice out of your campaigns.

So, instead of driving traffic to a product or collection page, use tailored landing pages that convert more email traffic into customers.

I’ll be back with more retention analysis and Meta ads breakdowns for you next week.

Talk soon,

Sharad

@pmktg00

Next Steps

If you own or operate an e-commerce brand generating at least $1,000,000 in annual revenue, feel free to book a call with me to discuss how we can improve your ad creatives, landing pages, and email/SMS marketing strategy.

To further enhance your e-commerce and marketing skills, you may be interested in signing up for one of the options below:

1. Learn branded direct response copywriting and how to create high converting cold traffic funnels here.

2. Learn how to write advertorials here.