Lifecycle Email Marketing with Klaviyo

This is a continuation from Klaviyo eCommerce Segmentation. You can learn more about Klaviyo in my review here.

Custom Email Automation Series

If you’re doing a ton of Facebook Ad Spend, then the above image might look familiar to you. It follows a very similar sort of cycle — Top of Funnel, Middle of Funnel and Bottom of Funnel. Other labels in Facebook including Cold, Warm, Hot.

Klaviyo allows you to automate an email for each touchpoint with each event as a trigger, allowing you to develop a stronger customer relationship.

You can start by focusing on the part of your funnel that’s leaking. It might be that you’re getting a ton of emails but not converting them. You might tweak your copy, product pricing, add social proof, try different creatives, and see if that moves the needle.

Or it can be that customers only buy once and never come back. So the focus should be on driving repeat purchases. It’s always cheaper to convert existing customers rather than chasing after new ones.

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