Since the news broke in June 2021 that Apple would block third-party cookies, brands have been forced to rethink their approach to customer email personalization. CRM and Ecommerce Managers can no longer understand a customer by simply taking a proverbial stroll through their browser history. Cookies may be going away, but personalization is here to stay.
Klaviyo makes it exceptionally easy to send targeted messages to your customers to build brand loyalty and brand community, and help you get the right message, to the right person, at the right time. Creating these personalized email campaigns is key to building an engaged customer base that returns for a second and third time.
This piece has been guest written by Blend Commerce’s Email Marketing Strategist Carmen with insights from PAASE Digital's Commercial Director Andy, to help you get the best out of your flows.
We’ll cover:
Any DTC brand worth their salt should be trying to implement personalization tactics to engage and retain customers. After all, 78% of customers admitted they’d be more likely to make repeat purchases from brands that personalize. The days of broad marketing are numbered. Customers want personalized brand experiences that tap into their needs, interests and values. However, if you’re still in any doubt about investing time in Klaviyo personalization, here’s a few good reasons to...
Even the most basic personalization tactics (such as adding the recipient's first name to emails) can increase open rates by 3% compared to emails which don’t greet the customer by name.
We already mentioned that customers are much more likely to buy again from brands that personalize. In addition to this, customers who received personalized flows are 78% more likely to recommend your brand to friends and family.
According to data from Campaign Monitor, segmented email campaigns can increase repeat revenue by a staggering 760%. Try starting small, for instance if you are a DTC food brand, try segmenting by preferred tastes and flavours.
Before you create personalization flows for SMS and email, you need to have a fantastic strategy in place to collect data in order to target customers. We invited Blend Commerce's Email Specialist, Carmen to share her top tips:
Creating personalized sign-up experiences is a reliable and effective way for DTC brands to start their personalization strategy. Klaviyo’s Multi-Step Signup Forms allow you to collect detailed customer-first data, like first names, birthdays, personal preferences, or interests to help you provide a highly personalized experience to your customers.
Multi-Step forms make it easy to collect consent for multiple marketing channels while learning about your subscribers without intimidating visitors with chunky forms.
Blend Commerce’s client Bariatric Fusion has created a seamless sign-up experience that is used to get to know the customer's unique goals, collect email consent and recommend personalized products all in one pop-up.
Octane Ai’s store quizzes enable brands to get to know each person who visits the online store and ask them questions about their goals, interests, and pain points. Recommend personalised products, to the right person, for the right reason, based on each visitor's unique answers. All while collecting and storing data at each and every step. These properties are pulled through into Klaviyo as a customer completes the Octane onsite quiz and each property will be present due to a selected answer in each step of the quiz.
This data can then be used to further segment and personalize your email flows based on each customer's unique profile properties.
Andy Rixon, Commerical Director at PAASE Agency, also believes quizzes are the way to go to drive home personalization. He says,
Andy continues, "After the quiz completion, consumers receive personalised product recommendations in an automated email which has led to over 100,000 new subscribers in the database, a 89.57% completion rate, an additional 10% to email revenue and that one automation equates to 2.5% of overall revenue per month.”
As with all email flows, segmentation is essential. But specifically with Welcome Flows, you need to understand where your customers are in their journey. Segmentation will increase their customer experience, increase their personalisation, and find areas of your store that they perhaps didn’t know existed. We have more from Blend Commerce below.
Start by segmenting customers by their source. It's all very good and well to know they’ve signed up, but knowing where they’ve signed up from, will give you a unique insight into how different customers interact with your store after the sign-up process.
For example, by segmenting your Welcome Flow based on whether a customer signed up from a discount offer vs a customer who signed up through your newsletter form, you’ll be able to target the messaging to those two different customer types, as well as differentiate a customer who is truly here for your brand, or a customer, who really just wanted the discount and is more likely to unsubscribe in the near future.
You can also use your flows to segment your subscribers based on their unique quiz data, and direct customers who haven't completed the quiz to do so. By segmenting customers based on their preferences, interests and goals, you can tailor the messaging on each flow path to be specific to them, giving them personalized product recommendations if they haven't purchased before, or cross-selling complementary products based on their preferences and previous purchase history.
If your brand hasn't implemented a quiz yet, never fear, Klaviyo allows you to gather personalized data about your customers, right within your flows. Simply ask your customers in an email to tell you what they’re looking for we've done for our client here.
You can then use this information to segment your Welcome Flows, Abandoned Cart Flows and Winback Flows and give each subscriber a tailored and personalized email experience, which is sure to delight and engage your customers.
Andy at PAASE Agency believes that interaction-led segmentation is key to the success of personalization. Andy says,
He continues, "You can personalize further via dynamic content. This means we can change the look and content of an email based on the information we already know about them. Are they always buying yellow products? Make the emails more yellow. Sounds simple but it’s these small extras which make a difference.”
To wrap up this piece, we want to spotlight the importance of personalizing your subject lines for Klaviyo success. After all, even with the best email creative in the world, if the customer doesn’t open your email it won’t yield results.
Here are Jordan Bourchier-Lee from Klaviyo’s top tips:
30-40 characters is the sweet spot. Add any more characters than this and it might be cut off on mobile. If you have extra things to say, make use of the pre-header function.
Segmentation is your best friend here. You want to be able to speak to your customer like a friend, but first you need to understand them. In the example above, Plants for Planet knew from an onsite quiz that Robert wanted to learn how to repot his plants, and they learnt from his purchasing history that green is his preferred color when buying pots, so they were able to personalize based on this.
Remember, the number one point of a catchy subject line is to get the customer to open it, so anything you can do to awaken their curiosity will reap rewards.
Our mission is to help DTC brands grow and scale with products specifically designed to increase repurchase rates, subscription customers and subscription retention.
