The Problem
Our client came to us while they were in the early stages of exploring email as a marketing channel for their products.
We began with running discovery calls to understand our client’s current ongoing marketing activities to find the touch points that can help us achieve success with a customer.
Next, our experts deep dived into our client’s day-to-day ops and business activities to create an action plan for their email marketing automation efforts.
Since our client had never explored marketing automation as a channel, we had to build out the entire system from scratch. And after a thorough discovery, we decided to target customers through 3 types of campaigns:
Next, we decided to automated flows based on the following criteria:
Once the flows were finalized, we appointed our in-house content and design team to create the emails based on the brand guidelines.
Once our team wrapped up the design and copy requirements, we deployed forms on the website to capture customer information.
Next, we decided to run a trust building exercise for our client. Sans referral or previous experience, visitors on a website have little reason to trust any brand.
Considering this, we wanted to build a relationship of trust with converted customers and deployed a ‘Welcome’ email series for new customers to onboard and familiarize them with the brand.
We noted that customers on our client’s website were adding products to the cart, however, they were not completing the purchasing and dropping off the website.
To solve this, we wanted to gently nudge the customers to make the purchase – and we did this through the ‘Abandoned Cart’ flow which sent a mail to the customer with a reminder and details of the product left in the cart.
We mined the existing contact base and all previous customers who had either purchased or communicated with our client to run a ‘Customer Winback’ flow for them, showcasing offers and current products lines to reignite previous customer relationships.
To deliver customized experiences to our client’s customers, we decided to segment customers based on user behavior and activity on the website. We wanted to deliver targeted campaigns to a curated roster of customers for the best user experience.
We deep dived into Google Analytics to acquire information such as sessions and geography, Hotjar to get heatmaps of website sections where a segment spent most of their time, to understand which users are actually visiting the website and how they interact with our client’s website.
Based on this data, we created the following segments:
Our implementation of Klaviyo’s marketing automation solution for the client resulted in significant revenue growth and customer engagement.