During peak periods, Klaviyo drives nearly $60 million in attributed value per hour.
With Black Friday and Cyber Monday (BFCM) just four months away, now is the critical time to start preparing your Klaviyo email campaigns. But competition is fierce, and consumers are savvy. In an environment where inboxes are saturated with promotions, adopting a proactive and strategic approach to email marketing can set your brand apart.
Starting your preparations early ensures your campaigns are well-optimised, your sender reputation remains robust, and each message you send is impactful, reaches the inbox, and engages your audience.
Build Your Sender Reputation Now
During BFCM, competition for consumer attention is fierce. Despite crafting brilliant subject lines and irresistible offers, your efforts are wasted if your emails don't reach the inbox.
A common pitfall is blasting the entire subscriber list multiple times in an attempt to re-engage price-sensitive shoppers. Without proper preparation, this can lead to your messages being marked as spam, severely damaging your sender reputation. Refining your email marketing strategy as BFCM approaches is critical. Successful campaigns are built on two key areas: your infrastructure and recipient interaction.
Here's how to ensure your infrastructure is rock-solid:
Optimise Your Infrastructure
- IP Address: Think of your IP address as your email’s home address. A dedicated IP address helps build a consistent sender reputation. Shared IP addresses are like sharing a home with unreliable roommates—someone else's poor behaviour can tarnish your reputation.
- Sending Domain: Your sending domain should be consistent and recognisable. Using subdomains specifically for email marketing can safeguard the reputation of your main domain, ensuring that your brand remains trusted and familiar.
- Authentication Records: SPF, DKIM, and DMARC are your email's ID badges. These protocols verify that you are who you say you are, helping to prevent spoofing and phishing attacks. Think of these as high-security measures that reassure inbox providers of your email’s legitimacy.
Analyse Customer Engagement
After sending out your emails, inbox providers meticulously analyse every interaction:
- Monitor Metrics: Opens, clicks, and spam reports are more than just numbers—they're direct feedback from your audience. High engagement rates signal to providers that your emails are valuable, helping to maintain a strong sender reputation.
- Avoid Spam Traps: Falling into a spam trap can severely damage your sender reputation. Regularly clean your list and use double opt-in methods to ensure genuine engagement. Avoid purchasing lists at all cost as they often contain spam traps and uninterested recipients.
- Tailor Messaging: Personalised content based on recipient behaviour is a game-changer. During BFCM 2023, emails personalised with dynamic content saw a 17% increase in click rates and a 40% boost in conversion rates. Yet, only 22% of marketing messages sent by Klaviyo customers during BFCM were personalised, this highlights a significant opportunity to stand out by leveraging personalised messaging.
- Customer Retention and Loyalty: Customer loyalty is invaluable. Nearly half (47%) of all purchases from Klaviyo customers during BFCM 2023 were made by repeat purchasers. This statistic highlights the importance of nurturing your existing customer base with engaging and relevant email content. Repeat customers not only provide a steady revenue stream but also enhance your brand’s reputation through word-of-mouth.
- Test and Optimise; The months leading up to BFCM provide a valuable window to test and optimise your email campaigns. Experiment with different subject lines, content, and offers to identify what resonates most with your audience. Use this time to fine-tune your email marketing strategy, ensuring that your emails are as effective as possible when the big shopping days arrive.
- Collect More First- and Zero-Party Data: Gathering first- and zero-party data is crucial for understanding your audience and tailoring your communications. First-party data includes information customers share with you directly, such as purchase history and preferences. Zero-party data encompasses insights customers intentionally share, like survey responses and preference choices. The more data you collect, the better you can segment and personalise your email campaigns over the BFCM period.
Growth Bite: Klaviyo's data has found that Halloween is a good time to ramp up collecting data.
- Segment and Personalise: Developing hyper segments and personalised email campaigns is a game-changer. By understanding the specific interests and behaviours of your audience, you can create targeted emails that are more likely to be opened and clicked. Personalised emails not only enhance customer engagement but also foster a stronger connection with your subscribers.
Discover how R360 Growth can fuel sustainable profitability and long-term success with a robust loyalty strategy. Connect with us at hi@r360growth.com or via our online form here.
We look forward to exploring growth opportunities with you.
Check out our case study: Accelerating Growth: Balance Me's 86.7% YoY Surge in Klaviyo-Attributed BFCM Revenue for 2023
Your journey. Our expertise.
