Key Steps in the Auditing Process:
Flow Structure Evaluation: Examining the layout and structure of existing flows, including welcome series, abandoned cart sequences, post-purchase follow-ups, and re-engagement campaigns. This involved assessing the sequence of emails, timing, and content relevancy at each stage of the customer journey.
Content Relevance and Quality Check: Reviewing the content of emails within the flows to ensure they align with the brand’s voice, convey clear messaging, and provide value to recipients. Assessing the visual appeal, call-to-action effectiveness, and personalization elements incorporated within the emails.
Performance Analysis: Analyzing performance metrics such as open rates, click-through rates, conversion rates, and overall engagement for each flow. Identifying underperforming emails or stages within the flows that need improvement or optimization.
Segmentation and Targeting: Evaluating the segmentation strategies utilized within the flows to target specific audience segments. Assessing the effectiveness of segmentation in delivering personalized content and offers to different customer groups.
Automation Settings and Triggers: Reviewing the triggers and automation settings to ensure they are properly configured and activated at appropriate touchpoints in the customer journey. Identifying any potential gaps or inconsistencies in the automation setup.
Based on the audit findings, I devised a strategy to enhance the existing Klaviyo flows. This strategy included:
In general, email marketing generates $40 for every dollar spent – making it the highest ROI for e-commerce brands.
Do you feel like your online store is not making enough out of email marketing? I will review your email strategy, setup, and metrics and look for places to tweak and improve your approach.