Ready Set Grow Series: Apt2B | Klaviyo Ecommerce Marketing

Summary

The script discusses an effective follow-up strategy using Clay vo, which involves sending a factory tour video and engaging emails after customers receive fabric swatches. The process includes a two-email sequence: the first focuses on brand engagement and introduces a discount offer, while the second serves as a reminder that the discount is about to expire. Timing is crucial, with the first email sent five days post-shipment to ensure swatches have been received. This approach has yielded positive results, with ongoing tweaks to optimize timing for maximum engagement.

Takeaways

• 📦 The company has a follow-up flow set up in Clay vo for customers who order swatches.
• 📅 After receiving their swatches, customers receive a follow-up email a few days later.
• 🤝 The email aims to re-engage customers with the brand and address any questions they might have.
• 🏭 A factory tour video snippet is included to pique interest and show transparency about the production process.
• 🔄 The follow-up process involves two main touches to avoid being overly invasive.
• 💰 The first email includes a discount offer to encourage further engagement with the brand.
• 📅 The second email serves as a reminder that the discount is about to expire, prompting action.
• 🛒 Both emails are designed to drive interest in the brand and excitement about the customer's purchase.
• 🕒 Timing is crucial in the follow-up process; emails are sent at optimal times post-receipt of swatches.
• 🛠 The company has tested and tweaked the follow-up flow to find the best timing for engagement.
• 📈 They have found a 'sweet spot' in the timing of the follow-up emails for maximum customer response.

Q & A

What is the primary purpose of the follow-up email flow mentioned in the script?

The primary purpose of the follow-up email flow is to engage customers after they have received their fabric swatches, answer any questions they might have, and reintroduce them to the brand with a focus on a discount offer.

How does the company use video content in their follow-up strategy?

The company includes a snippet of their factory tour video in the follow-up emails to make the communication more engaging and to give customers an interesting look into their operations.

What is the structure of the follow-up email flow?

The follow-up email flow consists of two emails. The first one focuses on engaging the customer and introducing a discount offer, while the second one serves as a reminder that the discount is about to expire.

How does the company avoid being overly invasive with their follow-up emails?

The company limits the follow-up emails to two, which helps to strike a balance between engagement and not overwhelming the customer.

What promotional strategy is used in conjunction with the fabric swatches?

A discount offer is included with the fabric swatches, which is then followed up with in the first email of the flow.

How does the company determine the timing for their follow-up emails?

The company has tested different timings and found that sending the first follow-up email five days after the order is fulfilled, considering two-day shipping, works best for their customers.

What platform does the company use for their website and email flow integration?

The company uses the Shopify platform for their website, which integrates well with Clay vo for the email flow.

What is the company's approach to testing the effectiveness of their follow-up email flow?

The company focuses on timing as the most important aspect, testing various days to find the optimal time to send follow-up emails after the order is fulfilled.

What is the company's goal with the second email in the follow-up flow?

The goal of the second email is to remind customers that their discount is about to expire, prompting them to take action before the offer ends.

How does the company measure the success of their follow-up email flow?

The company measures success by monitoring customer engagement and the results from both emails in the flow, looking for positive responses and conversions.

What adjustments has the company made to their follow-up email flow based on testing?

The company has tweaked the timing of the emails based on testing to ensure they are sent at the most effective time after the order is fulfilled and the swatches are received.