If you’re using Klaviyo… and have been following their sending guidelines to the tee… then you’re in desperate need of this flow.
Here’s why –
Klaviyo is doing EVERYTHING to make you send fewer emails.
(Remember what I said in previous lessons? Klaviyo is NOT your friend.)
~ Smart Sending
~ Reputation Repair
~ Exclude unengaged recipients (recommended)
The underlying message is the same:
“sENd LEsS eMAiLs”
But the funny thing?
This is a chicken-and-egg problem.
You send less emails >> Fewer profiles get your emails >> More profiles become “unengaged” >> You stop sending to these unengaged profiles >> You send even fewer emails
A downward spiral.
But if you can only remember ONE thing about email marketing –
More Emails = More Sales
GUARANTEED
So…
The question becomes:
How can you break out of the downward spiral Klaviyo put you in?
Ans:
Re-engagement Flow
**Lesson for business owner**
When it comes to Re-engagement Flow, 10 marketers will give you 11 variations.
Here is MY experience:
~ 3 to 4 emails max
(You don’t want to hammer a profile that’s not going to respond)
~ Clickbait subject line
(Yeah… I hate it when brands send clickbait subject lines. But this is a unique case. These prospects are 90% lost… and you need something powerful to snatch their attention)
~ Keep the emails short-ish
(In general, I don’t worry about my email length. But for re-engagement, you are typically better off on the short side)
~ Your goal is not to make a sale
(These are people who ignored you for 30, 60, 90 days. The chance of dead cold profiles turning into a red hot customer overnight is slim)
~ Your goal is to get an open or click
(Because an open or click will put the prospects back into your main mailing segment)
~ Whenever possible, ask for replies
(Real human reply is the holy grail for deliverability)
~ Give people your 2nd best offer
(The best offer is for VIP customers. The 2nd best offer allows you to “bribe” people back into your main segment)
~ Don’t stress over unsubscribe
(This is part of the game. Not everyone will want to stay in your world, and that’s FINE. Focus on increasing the LTV and leverage that to run more ads. Getting more people onto your list is a much better and healthier strategy than losing sleep over the unsubscribe rate)
To be continued…
– WYH