3 Costly Klaviyo Mistakes You're Probably Making

Hey, Michael here.

We’re back with another edition of The DTC Letters.

In today's newsletter, we are going to go over the 3 most common and costly Klaviyo mistakes I see when auditing brands accounts.

Odds are if you’re a brand owner, you’re probably making a few if not all of these mistakes…

But the good news after reading this email you will be able to identify, implement, and generate more sales once you’ve fixed them.

Lets dive into each one

Mistake #1 - Using Smart Sending in Your Flows

Smart Sending is a default Klaviyo setting that is applied to any flow emails you create.

What smart sending does is it allows you to limit the number of emails, SMS messages, or push notifications someone can receive within a set period of time.

But here’s the thing, its likely blocking over 50% of your potentially recipients from seeing your highest revenue generating flow emails.

So when turned off:

• You'll send more flow emails out to your subscribers based on the actions they take on your site

  • Which equals more sales $$ since these are high intent based emails

• People won’t get spammed with flows if your flow filters are set up properly

  • Meaning people won’t be in multiple flows at once, ie. someone receives welcome email #1, goes to the site, and abandons their cart. They get pulled out of the welcome flow and placed in the abandon cart flow.

How To Fix This?

To see which emails have smart sending turned on, click into your flow and see which emails have little mail icon in the bottom left corner.

If you're lucky, then you won't see it there. If you're super lucky then you will see it and can thank me later for all the extra sales you are about to get from your flows.

To turn smart sending off

• Click into every email in every flow that has that icon we just went over.

• Then uncheck the "skip recently emailed profiles"

Mistake #2 - Having No Pop-Up or A Bad One

When it comes to generating up to 40% of your monthly revenue with you email marketing channel, actually collecting emails and growing your list is the fuel to the fire.

Here are 3 reasons why:

1. Your are essentially wasting 95%+ of your site traffic if you aren't capturing their email addresses

2. Your email capture forms fuel your highest revenue generating pre-purchase email flows

3. It also keeps your campaign results from stagnating since you are funneling new subscribers into your list and growing it MoM

How To Fix This?

Here is the exact method we use for our pop-ups. It's called the Trojan Horse pop-up and is focused on getting the customer bought in using a micro commitment:

Step 1. Yes/No Question
Step 2. Email Ask
Step 3. SMS Ask
Step 4. Show Code

Then for timing you can set it to display:

Mobile:

• When someone scrolls 80% of the page

• OR 10 seconds after page loads

Desktop:

• 12 seconds after page loads

• OR Exit intent

Mistake #3 - Not Actually Having An AB Cart Flow

By default, the “AB Cart Flow” in Klaviyo is actually an AB Checkout flow.

“Wait what do you mean?”

Each flow has a trigger and some triggers are custom and requires snippets of code on your site to track certain metrics.

The Abandoned Cart metric is one of those custom triggers.

So by default, Klaviyo makes your AB Cart flow trigger '“Checkout Started” which means you’re not emailing all 70% of the people who abandon their carts on the regular.

Very costly mistake. We’ve seen brands make an extra $30k/mo from fixing this one mistake alone

How To Fix This?

What you need to do is create a custom metric in Klaviyo to use a your new flow trigger.

Do this this, you’ll need to

• Add a snippet of code to your Shopify site (dw it’s super easy)

• Confirm the metric is firing once you’ve added to code

Here’s a guide directly from Klaviyo on how to do this step by step.

Email Idea of The Day

The “Decision Tree Visual” Email

Example Email #1
Example Email #2

This type of email is super engaging and fun for your subscribers to read.

It pulls at their curiosity to read and answer the questions to see what choice they end up getting.

When looping in your products, these emails allow your subscribers to learn about what might be best for them. Further education your subscribers on your product selection.

They also look nice so they read tends to check them out.

Today’s Helpful Links

• 3 Most Common Email Design Mistakes (And How to Fix Them)

• How to boost customer LTV through your brands email list

• A video going over exactly how we get results for our client

Reply to this email with any questions or content that you want covered in future newsletters.

Best,

Michael

PS - If you run an Ecom brand and want to have a 15 minute strategy session with me, book a call here »