45 Days Is All It Takes

Author

Max Sturtevant
March 26, 2024

Turbo Charge Any Account in 30-60 Days

Hello email squad.

Max here back with the Inbox Newsletter.

Today I wanted to get a bit tactical.

I’ll be sharing exactly what we do in the first 60 days upon partnering with a new account.

This way, you can apply the same process to your account.

We use the ACE framework (ChatGPT helped me come up with this cool acronym about a year and a half ago).

Feel free to use it yourself.

Analyze (Days 0-3)

The Analyze phase is all about understanding the customer, the brand, and then the account (current state of email).

These are the questions you want to ask in regards to each category:

Customer

What are their interests?

What messaging resonates with them the most?

Where else are they buying?

Brand

What is the voice?

What are the preferences on branding and design?

What are the USPs and how do they differ from competitors?

Account

What are the strong suits in Klaviyo?

Where are the lowest hanging fruits?

What is the campaign content?

What flows are live?

From there, you should have a good understanding of where you stand.

We like to set a 60-Day Success Roadmap, creating an entire schedule of what action items will be complete and on what day.

This allows us to really dial in our priorities.

Typically we will map everything out as something similar to:

  • Pop-up form day 3

  • Campaign calendar day 7

  • Welcome flow day 7

  • First campaign send day 10

  • All flows, 8-9 different triggers with 40-60 emails within them, completed by Day 28 (each being individually sent over starting on day 7)

  • Etc

If you want to know what kind of flows we set up you can check out this video.

After you understand the brand, the customer, the account, and have your roadmap build out, you’re ready to create.

Create (Days 3-30)

The Create phase is now all about acting upon our roadmap.

It can be a bit hectic since there’s a ton going on.

We typically have 40-60 emails in our flows and these are all build out in the first couple weeks.

This is on top of starting with 3-4 campaigns per week.

But it’s important to get things in as fast as possible so you can get things live and start testing.

Our internal process goes as follows:

  1. Account Manager writes email

  2. Designer designs email

  3. Account Manager reviews email (revisions if needed)

  4. Senior Account Manager reviews email (revisions if needed)

  5. Client reviews email (revisions if needed)

  6. Klaviyo tech uploads email to Klaviyo and sends previews to Account Manager and Senior Account Manager for quality checks

  7. Account Manager schedules or activates email

We want to make sure we’re doing this in batches of at least 3 emails to improve efficiency.

This process allows for ample eyes on the email, thorough quality checks, and high quality.

In this phase we’ll also be setting up some initial tests in the flows and some base tests on campaigns.

Things like send time, send day, base email styles, etc.

This will help us get some info to go off of in the Elevate phase.

Elevate (Days 30+)

This is the final ongoing stage.

Elevate is all about management and optimization.

Now that all the pop-up forms and flow emails are built out, we can add to them and optimize them.

We ran some base tests in the Create Phase, but we want to build on them and add more advanced tests.

Things like the actual content in the emails, the styles of copy, the product splits, etc

While this is going on, we’d be continuing to execute on campaigns and building upon the data we continue to gather.

Here’s what reporting we do:

  • Daily status updates

  • Weekly progress reports and stat updates

  • Monthly stat deep dives

By having these reviews baked into our processes, we’re forced to notice the trends in the success of campaigns.

With these reviews, you can notice what kind of emails perform the best and what don’t.

Then, apply those learnings to future emails.

To take it a step further, you want to take your winning campaigns and add them BACK into your base flows.

Just adapt them to the use case… such as welcome, abandoned cart, post-purchase etc

A “How To Use” email can easily be adapted into a post-purchase email.

A “Testimonials” email can easily be adapted to a welcome flow email.

A “Satisfaction Guarantee” email can easily be adapted to an abandonment email.

And so on.

In-House Email Extension Team

Ongoing consulting for the whole ecom store is just part of the Elevate phase.

We are the unlimited access email team to any brand we work with.

Want to bring on a new software partnership for a Shopify App? We’ll build out all the emails free of charge.

We’ve also been in and are actively in successful ecom brands of every level, so we have a good feel for when opportunities come about for all areas of the brand.

That’s the added bonus that goes beyond email and can really make a difference in a brand’s longevity.

Email Inspiration Of The Day

Brand:
Rael

Near perfect Browse Abandon email by Rael.

For one, look at how high up the dynamic product section is in the email.

I see too many abandonment emails that have the dynamic product way too low in the email.

If it’s too low, the customer has to scroll to see it (and not all will).

The dynamic product at the TOP of the email will grab their attention and make them much more likely to advance.

Another great feature is having further products to shop underneath. Maybe the person doesn’t like the product they viewed, no problem. With this they’re able to find something else that catches their eye.

The only knock I’d have would be that the free shipping section is a bit too low.

We want to add shipping and risk reversal a bit higher in the email.

Top Variation
Product section contained products featured by category

Bottom Variation
Product section contained individual products with direct shop now buttons

Notes
Massive win here for this client.

We found that in this instance it’s better to show specific products in the email rather than linking to collections.

This is going to vary based on the email and the client.

But these customers seem to enjoy getting items recommended to them rather than browsing for themself…

Something to note and test for yourself!

Appreciate you reading this through!

Reply to this email if you have any questions or further content you want covered.

Cheers,

Max