The Playfair Team behind Digital Marketing Pro attended Klaviyo's EMEA Partner Day and came back buzzing...

Klaviyo's EMEA Partner Day was full of insights and inspiration

They were of course keen to showcase their future features and get us all excited, but it was also a day to re-visit why email marketing is so important...

The founder of a fellow agency on-stage quite rightly stated that many tell him 'email is dead', yet he - and we - still see it thriving!

Why?

☝️First-party data - that's why.

Owning your customer data (as opposed to third-party data based in ad platforms) is so valuable, in a world where privacy is paramount, and tracking is difficult.

Having a user's name and email address means you can talk to them DIRECTLY - you can literally have a conversation - via email.

But email marketing doesn't need to be hands-on, with staff dedicated to typing out emails at a computer! Automation is key. Which is why we love and recommend Klaviyo.

Fuly automated emails in the form of flows and campaigns can be sent whenever someone provides their details. These emails can of course be 'designed up' to look professional and impactful.

Email marketing activity generally sits in the Middle (MOF) and Bottom (BOF) of your marketing funnel (for an overview of the funnels check out the free class from our Succeed with Digital Advertising Course):

➡️ MOF if a user has provided their email address, based on their interest in your product or service.

➡️ BOF if a user has provided their details in the shopping/payment process, but didn't complete payment.

Whether you use Klaviyo, or a similar tool, here's how you need to be taking advantage of your leads' and customers' first-party data:

⌨️ Give users a reason to give your their details

This should be obvious - often people will give if they get something in return. If you want to obtain user data, offer them something like a discount off their first order, or your top-notch newsletter (like Digital Marketing Pro!😜)

🔒 Provide confidence around their sensitive data

People are more and more privacy focused. Make sure that you're clearly stating that you'll only use their information to communicate directly with them and their data won't be shared with others.

🪧Hate popups? Doesn't matter. They work.

Just a quick search on Google will tell you that popups - love them or hate them - WORK. Not only to obtain customer data in a signup form, but to promote products and directly drive sales. Don't be subtle!

🗣️ Open up the direct conversation as soon as possible

As soon as a user gives you their information, acknowledge it. Send an email, likely with a thank you within 30 minutes.

⚙️ Set up your automations

Email 'Flows' allow you to create a number of emails to send at specific times after a user is added to your list. They can also be based on actions, for instance if a user adds to cart but does not complete checkout, you can have an email waiting to entice them back to purchase.

🧑🏻‍🤝‍🧑🏻 Create a dialogue

The 'Welcome Flow' (a series of emails that are sent after a user initially signs up) is often used to welcome them to your list, tell your story, provide confidence. Here's your opportunity to really showcase your brand.

🍰 Segment for really specific content

Depending on what users do on your site (sign up, purchase, add to cart, even unsibscribe), you can dial in your message specific to those users, such as:

• Setting up a flow that increasingly tries to convince an unengaged user to revisit your site

• Tailoring better deals to more loyal customers

• Sending a campaign that offers an accessory for the product that a customer has recently bought.

💌 Provide better service

Create a post-purchase flow, where you can ask questions about the customer experience, what was good or what could be better.

Here's an opportunity to gain reviews and testimonials also, to use on your site and in your advertising for future growth.

📲 Explore SMS

There's potential to get even closer to your customer with SMS. It might not be for all businesses, but some service-based businesses see excellent engagement through sending messages to customers. More about SMS in a future post 😉!

Explore the possibilities of email marketing - it's very much alive and kicking!

🔗Get Started with Klaviyo

🔗Get support from email marketing experts