Learn more about the email system that resulted in a significant revenue of $1.8M, with 32% of total revenue coming from email marketing and 81% from automated flows.

Glen and Dan dive deep into the Elite Seven: the seven-step email system working with Meta and Google Ads, a customized Klaviyo email flow system developed by Dan. The episode shows a case study of a client managed by Dan for almost three years, highlighting the performance of their email marketing strategies with the system over the last 30 days and how it can help your business succeed, too.

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0:00 The 7-Step Email System Working with Meta & Google Ads

6:53 Abandoned Browse stage

10:42 Welcome New and Return Customers

13:57 Winback

18:18 The length of the flow

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G'day everyone, Glenn from Solutions Aid again.

2

I'm with Dan Nickis, our

Facebook Klaviyo expert.

3

We are going to do a bit of

a deep dive into the Elite 7.

4

So this is Dan's customized

Klaviyo email flow.

5

he's got a case study of a client

that he's been managing for what,

6

Three years, two years now, Dan?

7

That's two and a half now.

8

That's two and a half years, And

he's going to go through, show you

9

the performance, I think the last

30 days, what you've been doing

10

and go in depth with the Elite

7 and how you build it all out.

11

Take it away, Dan.

12

Thanks for having me on again.

13

when we talk about flows, these are the

automated flows that we set up based

14

on the user's behavior when they come

to your website, and based on what

15

they actually do, what actions they

take, we put them into different flows.

16

this is the case study that

we're going to be using.

17

I'll just wait till that pops up for you.

18

So this is a client we've been

running email marketing for

19

the last two and a half years.

20

they're obviously very happy with it.

21

They're based out of the US.

22

and as you can see, probably things

that I want to make sure that

23

everyone's aware of is that we're

using the most up to date figures.

24

during Black Friday, Cyber Monday,

when stats always seem to appear

25

better than what they actually are.

26

Last 30 days, they've done 1.

27

8 million at total revenue.

28

this is a store that's

connected to Shopify.

29

of that we've attributed You

know, the 32 percent of their

30

revenues come from email marketing.

31

When you break that down, nearly

19 percent has come from campaigns

32

that we send out for them.

33

The one I don't want to concentrate on

today is this 81%, which is the flyer.

34

So this is the automated component,

but that's 81 percent of 599.

35

Correct.

36

Wow.

37

That's about 450 K.

38

It's a lot of money.

39

And This is automated.

40

So this, the reason that they

perform so well with the flows is

41

because it's super relevant to user.

42

So the user receives this email

after they've taken a certain action.

43

On the website after they've interacted

with your brand a certain way.

44

So when you receive this email and we've

got, I'll go through, some different

45

flows that we use based on these actions.

46

And I'll show you on my

actual brand's website.

47

What actions, can actually take

and I'll simulate it for you.

48

the great thing is that, we're always

trying to get the right message to

49

the right person at the right time.

50

Now, these are super relevant because,

as an example, the most basic one that

51

we all know about email marketing flows

is when someone adds to cart and abandons

52

the cart, we send them an email, it's

very relevant to them because what we do

53

is dynamically we put the product that

they had in their cart back in front

54

of them, or the products that they had

in their cart back in front of them,

55

and then we speak to them personally.

56

Sometimes we offer an incentive.

57

It's different stages during the

flow, but ultimately with one click

58

the person can go back to their cart.

59

So we see really super high open rates and

really high click through rates because

60

it's really relevant to that person.

61

It's not a surprise.

62

It's not an email campaign

that doesn't apply to them.

63

It's not something someone they

haven't heard from for a while.

64

It will hit them at a moment in

time when they have just left and

65

taken that action on your website.

66

So it's going to be You know, you've

just had a last touchpoint with them,

67

you're creating another touchpoint.

68

So it's not going to be this unknown

factor to them, which is why we

69

get such great results with it.

70

we've got a few different

things going on in this account.

71

But fundamentally, I want you to look

at what we call our Welcome Series here,

72

which is like our lead to our target, and

I'll take you through each one of those.

73

We've got an Abandoned Browse,

we've got an Abandoned Cart,

74

we've got an Abandoned Checkout.

75

We've then got post purchase retention,

then we also have, a wingback or

76

a honeymoon float for the people.

77

We also then have things like this

feathers one here is what we'll call

78

our cross sale up sale float as well.

79

So there's a lot going on there.

80

Don't be overwhelmed by it all, and I'll

take you through each of those different

81

steps as we move through this call.

82

But fundamentally, what I want

you to look at is the results

83

that we're getting from it.

84

we're looking at.

85

When people come to our

website and they haven't bought

86

anything, but they've signed up.

87

We're sending out 75, 000 emails,

we're getting 90 cents per recipient.

88

Now, that one has seen a drop off because

we introduced another one, but 68, 000.

89

Abandoned browser, like our window

shop, that's not taken through,

90

that's 128, 000, nearly 129, 000.

91

Abandoned car, 114, 000.

92

Abandoned checkout, nearly 81, 000.

93

we're talking big figures.

94

based on user behavior.

95

Now, when we're looking at all those,

keep that in mind, these are our

96

top ranking ones, and we can always

add different components to it.

97

But this is where this

is our starting point.

98

This is when we build out a new brand.

99

we take on a new client when we

build them out to start with.

100

This is the framework that they're

going to get to start with.

101

And then it depends on the brand as to

what direction we take other flows or

102

what other messaging we try to send out.

103

But this is not your campaigns.

104

Campaigns are separate to it, and

they also bring in revenue as well.

105

we'll start here, we call it the Elite 7.

106

We start with the Legionary Target.

107

So this is people who have

signed up to our list.

108

But haven't purchased.

109

So they've come to the website,

filled in a pop up or a sign up form,

110

either in your footer or wherever

it might be, but haven't purchased.

111

And this is this one here

that we're referring to.

112

So it's our fourth biggest revenue

generator for this client.

113

As an example, this is my brand's website.

114

people come, they go to the pop

up, after 10 seconds it pops up.

115

So we build out the sign up

forms or the pop ups for them.

116

Some have an incentive, some have

informational guides they give

117

out, some have free shipping.

118

Whatever it is that you offer, people

fill out the pop up, but they don't

119

purchase, they go into this flow.

120

That's this one here.

121

Really big generator.

122

It's got the highest volume

there because there is a lot of

123

people coming into this website.

124

The next part in the sequence

is abandoned browser.

125

So we'll call these window shoppers.

126

So these are people that

have come to your website.

127

They haven't taken any other action

except for come to your website

128

and looked at a product page.

129

We're not talking about

homepage or collection pages.

130

We're talking about people that

have looked at specific products.

131

Now we install some tracking on

your website through Klaviyo.

132

It's a bit of a script.

133

And what it does is it picks

up on this user's behaviour.

134

Who they are, what their email is.

135

What they've looked at similar to in

the way that your meta or Facebook

136

piece of works or your Google scripts

work to track people, track users

137

with cookies around your website.

138

So let's just say for example, I

come to here and I'm like, I'll have

139

to look at those and I get to this

page and I'm like, I got distracted.

140

I need to go and do something else.

141

Finish my lunch break or whatever

it might be and I leave the website.

142

We call that a window shopper.

143

They fall in to the abandoned

browse category here.

144

So that is one of our

top generating flows.

145

They've taken no more buying action.

146

All they've done is look at the product

and you can see because it's super

147

relevant to the person, the revenue

that it generates is huge because

148

we're taking them straight back to

that point in that buying journey that

149

they're on where they dropped out.

150

The next stage in it is abandoned car.

151

So this is a bit higher intent

than just looking at products.

152

They've actually put something in the car.

153

As an example,

154

I'll go to my cart up here.

155

If I've gone to the add to cart

page, which is You've got a

156

few things in your cart, mate.

157

I've got a few things in the cart.

158

I might have gone through and done it.

159

Basically, when someone adds to the

cart here, what happens is they're not

160

entering any of their personal details in.

161

Again, we track them.

162

Now, this is different to what most

people refer to as add to cart.

163

What they're actually referring

to is an abandoned checkout.

164

When someone adds to the cart, the

script fires, we pick them up there,

165

and you can see here, it's when

they've added to cart, it's another

166

high revenue generator for this brand.

167

And this is the same across the board.

168

We do see, these top 4 come

out always within the top 4 for

169

every brand that we run this for.

170

The order of these might vary slightly,

depending on the brand, but these are part

171

of that core 7 that we need to set up for

you, and, they always do generate revenue.

172

So that's your Abandoned Cart.

173

The next one is the Abandoned Checkout.

174

So when someone does go to the

checkout page and they do actually

175

enter in their details, that's

what we call Abandoned Checkout.

176

Now that is normally mistaken.

177

A lot of people by default

call that Abandoned Cart.

178

It's actually not.

179

This is when they've started the checkout.

180

We've already got our

Abandoned Cart there.

181

And again, it works on scripts.

182

Abandoned Checkout, people have actually

put their details into the checkout.

183

Again, we've got a lot more intent.

184

They're way up there in terms of,

the journey where they are, they're

185

almost across the finish line for us.

186

The other thing of note in here when

you're looking at these is we've got email

187

and we also have SMS attached to that.

188

So what we do is when we get

people to sign up, we'll also try

189

and get their cell phone details.

190

Then, during these flows,

we'll have an either or.

191

So either someone has consented

to email, but hasn't consented

192

to SMS, they'll get an email.

193

Initially, we might send them an

email, but for the second touch

194

point within that flow, we might say,

these guys have also given us their

195

permission or consent to send an SMS.

196

Let's not send them a second email.

197

Let's send them an SMS this time and

then we'll move our way through there.

198

So if we come back to here, the next stage

is we welcome new and returning customers.

199

This is often lost on people or

lost on brands that once they

200

feel that the race is over once

you've actually converted them.

201

This is where we see a lot of easy

wins, because it's easier to convert

202

an existing customer than it is

to try and convert a new customer.

203

So we've got in here our post

purchase retention, and that

204

generates revenue there for us,

205

So this triggers after

someone has placed an order.

206

there is, in the last 30 days, another

8, 000 worth of revenue generated

207

for this brand, for people that have

bought within that last 30 days.

208

And a lot of people are now,

why would they buy again?

209

You don't know if you don't ask.

210

So we'll ask them and that we

welcome them to the family.

211

We talk about the reviews.

212

We talk about other complimentary

products that we might have.

213

we're not talking about

upsell or cross sells here.

214

That comes, that's a different

stage of the equation.

215

But at this stage, we

just welcome them in.

216

And then during that flow, we'll tell

them a bit more about the brand story.

217

And then towards the end of it, we

can offer an incentive to get them

218

to come back and purchase again.

219

As a reward for being part of the family,

part of the tribe, a loyal customer.

220

How do you want to word

it within your brand?

221

The next stage is the cross sell upsell.

222

So this is generating

more repeat customers.

223

I'll preface this with saying this whole

system is designed, A, to convert leads

224

into customers, B, to convert those

customers into repeat customers, and

225

C, to reduce the time period between

purchases for those repeat customers.

226

we're looking at one time purchaser,

then a repeat purchaser, and

227

then a multiple repeat purchaser.

228

we're increasing that frequency

of purchase, but trying to reduce

229

the actual time between purchases.

230

overall, we're trying to increase

the lifetime value of those customers

231

through this email marketing system.

232

The cross sell upsells work exceptionally

well, and this is dependent on your brand.

233

but this brand does very well with cross

sell upsell, different products to them,

234

complementary products to their range.

235

someone might buy one thing, We know

that they didn't buy this other thing.

236

This is something that we

know converts really well.

237

It's quite often brought together.

238

We will show that to them.

239

We will show other items to them that

complement the original purchase.

240

And you can know, you can see that,

you would know that as a brand owner.

241

But when people buy product A,

they usually buy product B as well.

242

Or when people buy product A,

they might buy product B, C and D.

243

we can track that through

reports on the BackUnit website.

244

A lot of you probably do it on your

checkout already or on your cart.

245

Did you want to add this on, your upsell

based apps or plugins that you use on your

246

website or your cross sell based stuff,

We see them all the time on websites.

247

Frequently bought together,

this is what you can add in.

248

So we know what's happening there.

249

So we replicate that in, The flow

here in the automation series with

250

the cross sell upsellers, last

one that we do run is, a win back.

251

And this is for people that

have previously past customers

252

that become disengaged.

253

Again, our intention is

to get repeat customers.

254

once they've become disengaged

with us, we try to reintroduce them

255

and try to get them to reengage

and become a customer again.

256

If we can do this various ways, one

of the simplest ways is to offer

257

incentive to get them to come back.

258

A lot of brands balk at all, I don't

want to have to offer incentives to

259

get people to become repeat customers.

260

And the simple conversation that we

generally have with them is how much,

261

what's your acquisition on paid social

or Google to get a new customer?

262

let's pick a number out.

263

It cost me 50 to acquire a customer.

264

That's, average order value could be 150.

265

It cost me 50 to acquire a customer.

266

All right, the average order value is 150.

267

Offer them a 10 percent

discount to come back.

268

The 10 percent discount is 15.

269

And that's where sort of the lightbulb

moment goes off for a lot of brand owners.

270

They're like, I don't want to offer an

incentive, but I don't want to offer a

271

discount, but I'm happy to go out and

pay another 50 to acquire a new customer.

272

Why not just fork out 15 and you can

have a repeat customer come back.

273

You've already got that brand loyalty.

274

I've already got it.

275

You don't have to build

trust with them again.

276

You don't have to build

engagement with them again.

277

You don't have to convince them.

278

All you're trying to do

is just get them back.

279

And it's not always a sinister reason why

they haven't become a repeat purchaser.

280

You could just be.

281

Out of sight, out of mind, they might

just not need that product at the moment.

282

And I just need a reminder or potentially

an incentive like we just spoke about.

283

Then so your cost per acquisition on

getting that repeat purchase is 15.

284

So when we frame it like that,

a lot of brands come back and

285

say, yeah, I'm happy to do that.

286

so that's how we get them back.

287

And then we constantly.

288

This feeds a level of engagement with

them as well, so that when we send

289

campaigns out, we exclude people that

are in the current flows, because

290

they're getting really relevant

information about their customer journey.

291

Once they're out of these flows, they're

very engaged with us, and they'll start

292

receiving what we'll call our business

as usual campaigns or special offers or

293

events, campaign strategy that we have.

294

The other question we

quite often get asked is.

295

I don't want people in seven flows.

296

The simple answer is that they

can't possibly be in seven flows.

297

The way we designed these with

the rule base that we set up for

298

them is that when one door opens

for a flow, another one closes.

299

So that's an example of that.

300

Let's say you're in here and

you've signed into an opt in form.

301

You've been nowhere but the home page.

302

You'll end up in the lead free

target flow because you've

303

had never purchased anything.

304

You haven't never added anything

to cart, browse, checked out,

305

gone to the checkout, nothing.

306

And they're like, what if they then go

back, come back, we get them back to the

307

website and add something to the car.

308

Are they going to be in the leisurely

target flow as well as the abandoned car?

309

And the answer is no.

310

When one door opens for a flow, the door

for the flow that currently encloses

311

is probably the simplest way to put it.

312

it's conditional logic that if

they're in this sequence, then

313

they're removed from that sequence.

314

And so they're not getting

double ups, in other words.

315

Exactly.

316

Because the messaging is not right then.

317

Because talking to them at this level.

318

we're trying to build up the brand trust.

319

So we're talking about the background of

the band, the pillars of the brand, maybe

320

the unique selling propositions, about

the reviews, about our payment options,

321

all these different kinds of things.

322

So we're talking to them as

people that don't really know us.

323

If they've come to the cart, the content

in that email is specific about the

324

product that they added to the cart.

325

Yeah, it's not a generic one.

326

It's not a generic one.

327

So we're not trying to build so much,

brand awareness like we are here.

328

We're actually talking about the stage

and the customer journey they're in.

329

If they then do go on to purchase,

they'll receive a welcome email.

330

They'll be the door will

close to the abandoned car.

331

So it's all super relevant to them.

332

They're not getting bombarded with emails.

333

The length of the flows is the

other question we get asked.

334

how long is the leasery target flow?

335

How long is the abandoned car flow?

336

And the answer is as long as

it needs to be for your brand.

337

And the way we determine that is we

use a lot of data from our Google Ads.

338

account managers and we'll look

at that consideration window.

339

So from the time of the first impression

on an ad on Google the time of conversion.

340

So for my brand with GearBunch, I know

it takes on average about 16 times for

341

a person to first see an ad to convert.

342

That's a fairly good indicator of

how long it takes someone to make

343

in that consideration phase before

they decide to make a purchase.

344

To some brands who like high

end products, that can take.

345

In excess of 30 days because there might

be a lot of consideration that goes

346

into, we've got some that go up to 60.

347

There you go.

348

and for the 60, we would have flow series.

349

emails that run for 60 days.

350

Because during that 60 days,

during that consideration phase,

351

we want to be in contact with them.

352

And that's not an email every day for

60 days, but we want to be in regular

353

contact with them, creating touch points

and talking to them about why this is the

354

choice for them, why this product they

need, why this is the product they want,

355

what other people are saying about us.

356

Did you know we have

these payment options?

357

Did you know we'd make the products here?

358

Do you know we're a family owned business?

359

Do you know that we have I've

been in business for this long.

360

All of those things that go to

barriers that talk to barriers that

361

potential customers might have.

362

When they're trying to make

a decision about buying.

363

Alternatively, you could

have a product that has a

364

consideration phase of three days.

365

the flows are going to be

a hell of a lot shorter.

366

Least need to have the flows as long

as what the consideration phase is.

367

Because otherwise, if we go,

you've got a client, take 60 days

368

for them to make up their mind.

369

you know what?

370

Let's give them three days of

emails to try and convert them.

371

that doesn't make sense.

372

it's a long game there.

373

So we need to make the flows longer.

374

We need to talk to them for a longer time.

375

So you've got all that consideration.

376

it's the conversion lag

you're taking into account.

377

You've got these automated flows.

378

You've got, then you've also

got your normal newsletters.

379

You've got promotional emails

that you're sending out.

380

It's just a constant the system

that you're developing and depending

381

on, what event is happening here

or some sale is happening there.

382

And then there's new customer acquisition.

383

There's.

384

Retargeting.

385

There's like a whole

system and method going on.

386

Exactly.

387

products are back in stock,

new product releases, new

388

designs, new product features.

389

there's always something to talk about.

390

And we, especially with the

campaigns, whilst our flows

391

are very transactional based.

392

So it's based on actions and we're trying

to get them back into that buying process.

393

say they've abandoned the card

or they've been a window shopper.

394

They're abandoned the checkout.

395

The campaign should be more informational.

396

So we're trying to maintain

constant contact with them.

397

So we're trying to train the

users when they come into the

398

system that, Hey, you're going to

receive regular emails from us.

399

and what that does is it trains them to

look for our emails during the flows.

400

We actually show them how to put them

into their primary inbox instead of

401

they might be in their promotions

so that they're looking for them and

402

we're giving signals to the system.

403

Hey, this is email that they want.

404

we'll encourage them to reply to

emails at different stages of the

405

flows again so that it sends good

signals to the email service providers.

406

That content is relevant to this user.

407

In fact, not only have they opened and

clicked on it, they're replying to it.

408

So we want them to reply at

different stages of the flows.

409

And then when we do run an event, let's

say the easiest one to talk about is

410

Black Friday, Cyber Monday, by the time

we get to that event, these new users

411

have all been trained that they're

going to receive emails from us.

412

And in fact, a lot of the emails we sent

out during that time are informational

413

and helpful, like how to guides, or are

you having trouble with this, or we've got

414

this new product, this new release, it's

not always just trying to sell to them.

415

Then when we get to those big sale

periods, we've got this hyper engaged

416

list that we then go out to with this big

offer, or whatever it might be, for your

417

brand, and it's really well received,

because we're not just holding off, and

418

for three months we've sent nothing,

then all of a sudden we're trying to

419

blast, 100, 000 people out with emails.

420

I'm glad with your email service

provider and your users not looking

421

for it because they haven't heard

from you for quite some time.

422

So it's about this constant touch points.

423

I think we spoke about it in the last one.

424

We used to be a rule of 7, we needed 7

touch points with people and that's why

425

we changed our Facebook ad strategy.

426

The latest data is telling us anywhere

between 17 and 20 touchpoints to

427

develop that trust and convert someone.

428

this is just another part of

the system creating really

429

solid touchpoints with them.

430

Mate, that's good.

431

We have been rubbing on for

quite a while now, so we won't

432

bore our watchers any further.

433

But that was good, mate.

434

That was a really good in depth analysis.

435

yeah, like I said in our previous

seen results in these campaigns,

436

and they're quite stellar, so you're

doing a really good job there.

437

And if anyone's interested in getting

Dan to do an audit, to see if we're

438

getting You can squeeze any more

revenue out of any existing email flows.

439

If you're using cloud value, it

doesn't cost anything to do anything.

440

Dan will go in and he'll

have a look and go, yep.

441

if you're doing well, he'll say, yeah.

442

That's fine.

443

You don't need me.

444

Or he might say, Hey, yeah, there's

definitely opportunity there.

445

And I think you've, we've had

about four clients from solutions

446

out of onboarded recently.

447

they're going to be utilizing

your services the system as well.

448

So we should have some more case

studies to show people very soon.

449

Hopefully.

450

that'll be the key.

451

Thanks for your time.

452

catch you Next week, maybe.

453

See you.