5 essential Flows to boost your ecommerce revenue by up to 65%

as recommended by our Email Marketer, Natasha Jones

So, you want to maximise your revenue, increase repeat sales, and improve retention?It’s all about sending the right message, to the right person, at exactly the right time. Easier said than done, right? Not necessarily. Keep reading to see what you can do right now to your existing Klaviyo account to optimise your Flow Strategy.

‍Plus, we list a FREE 5-step Welcome Series Strategy that you can implement right now to connect with your customers with conversions in mind. With our winning formula of the right platform, data know-how and tight ecommerce integrations, we’ve helped our clients supercharge their email earnings. Sales generated by email now account for as much as 65% of our client's overall revenue (outside of Black Friday strategies).

We partner with Klaviyo to harness the power of email automation, segmentation, and personalisation, turning your customers from one-click-wonders into high-value, long-term brand advocates. Because if websites have replaced brick-and-mortar stores, emails are your new sales team. And it’s an increasingly rare example of marketing real estate where you have genuine autonomy. In a world where search engines and social media platforms switch up their algorithms faster than you can say ‘strategy,’ email marketing gives you a dependable return on investment without having to march to the beat of someone else’s code.

Meet our Email Marketing EXPERT

Natasha Jones

As a certified Klaviyo Gold Master, there’s not much our resident expert Natasha doesn’t know about effective email marketing. We asked Natasha to share five automated flows that promise to turn the tide for any ecommerce brand. Hi! I'm Natasha, and today my goal is to highlight to you some quick and easy flows that you can integrate into your email marketing strategy today, and give your Klaviyo account a much needed boost. As an Email Marketing Expert, some points seem obvious, but that's because I have viewed hundreds of Klaviyo accounts and can understand what works, and what doesn't, within a particular niche. It's important to think outside of the box! First things first, let’s clarify what we mean by email flows, as opposed to campaigns or transactional messages. Flows are a sequence of automated marketing emails that are triggered by a customer (or potential customer) taking a particular action. After the initial setup they’re essentially a passive product that, done right, will make you money even when you’re getting your beauty sleep. But let’s be clear - we’re not advocating pushy tactics or unethical practices here; there’s a reason ‘spam’ is a four-letter word. When it comes to exceptionally good email marketing, being customer-centric is crucial.And, of course, none of this is possible without a mailing list.Even without an email marketing strategy in place, brands of all ages and stages should constantly be building their lists via website pop-ups, banners, events, or purchases. A conversion rate of 10% from traffic to email subscribers is optimum. Anything above that, and you're already sitting on a gold mine. With me? Let’s take a look at my five essential flows that are guaranteed to increase your revenue from email automations, with immediate effect.

1. Welcome Series

Think of your welcome series as a virtual handshake with your new subscriber. They may or may not have a purchase history, but what we know for sure is that they’re interested in what you have to say. We recommend nurturing your subscribers with a flow containing at least 5 emails.Klaviyo allows you to filter out subscribers who make a purchase along the way, so your message stays targeted and relevant. Treat this crowd as though you were making friends at a party, or even pitching in the Dragon’s Den! Here is your FREE 5-part Welcome Series Strategy, tested and refined with over 300+ clients to increase revenue from this core flow. Email 1. Your first email must contain the hook you promised to receive the subscriber’s email, perhaps a discount code or early access link to a sale. Have the hook above the fold, with a dynamic link to reduce friction in the purchase process. It can be interesting to test discounts at this point, too. Email 2. Showcase your best-sellers, and what people love about them. Show pain points and how your product offers a solution. Now is the time to show your subscribers that you understand their needs. Email 3. Remind your subscribers that they have an active discount, but that it will expire soon. You can use tracking links here to record user preferences, maybe they only want to hear from you when you’re having a sale? Give them the option - it’s better than losing them to an unsubscribe. Email 4. Highlight user-generated content. Show your subscribers how different, healthier, or more exciting their life will be with your product, and back it up with real-life reviews from your existing customers. Remind them it’s their final chance to redeem their discount. It’s now or never! Email 5. Give your subscribers a nudge towards your social media channels if they aren’t committed to buying just yet.

2. Abandoned cart

You’ve probably heard of an ‘Abandoned Checkout’ flow before, but with a bit of nifty coding, it’s possible to go one step further, catching your customer at the cart with a little-known Add to Cart (ATC) metric. And getting in early pays off as, according to Shopify, nearly 70% of all online shopping carts are abandoned before reaching the checkout. We offer several services to help reduce that rate for our clients (such as simplifying the checkout process, building trust markers, or offering flexible payment options). Still, our cart abandonment flows have proven to outperform Abandoned Checkout flows, consistently ranking in the top 3 revenue flows that we create and implement for our clients. The key here is to keep things simple, offering up easy opportunities for subscribers to return to their cart and complete their purchase.At this point, subscribers usually build a cart to order later, so a gentle push can be all that’s required. Hold off on offering discounts until the 2nd or 3rd email.

3. Browse abandonment

Here at R360Growth, we’ve helped our clients recapture an additional 20% of ALL revenue from this single flow alone. But be careful how you set your triggers because, let’s face it, who hasn’t scrolled aimlessly through pages of products as you wait for the Succession ad break to end? Idle browsing is part of everyday life, and you should only make a move when you spot intent. Consider sending an email only after a customer has made a return visit to the product page or clicked through a certain number of links. We advise sharing further information or insight into the product that caught their eye – a blog post or a rave review may just do the trick.

4. Post-Purchase

We’ve said it before, and we’ll say it again, we believe it’s the post-purchase moments that are most pivotal for your brand. Because the moment a customer makes a purchase from you isn’t the end of their journey – it’s just the beginning. And according to Klaviyo, post-purchase open rates are almost 17% higher than the average email automation. We recommend building a post-purchase nurture sequence that says much more than a yawn come “Here’s what you ordered.” Instead, tell your customers more about your brand and products and why they’ve made the right decision to buy from you. This is also a good time to address possible customer queries before they crop up, so connect with your Customer Service Team to find their top ten FAQs and implement as many of the answers as possible into your post-purchase strategy.

5. Win-back Flow

Win-back emails are intended to kick start the conversation with those who have previously subscribed or purchased but have so far taken no action to come again. Win-back sequences can be sent months or even years after their initial touch point, but the exact timings will be specific to your product lifecycle. Consider: Showcasing new products, building excitement about upcoming promotions or launches, offering exclusive discounts and reinforcing ways in which they can reach your team.Alongside the flows covered above (plus practical messaging such as back-in-stock notifications, price drop alerts, and any other necessary transactional mail), we also recommend some additional feel-good sequences such as birthday and seasonal flows.SMS is also a valuable email teammate, alongside regular campaign-led content in editorial-style newsletters and bullet mail.More on those another time!If you’d like Natasha and the rest of the 360Growth team to give you a helping hand with your email marketing strategy, please go ahead and get in touch with us. We hear emails are a great way to start a conversation.

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