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The 7-Step Email System Working with Meta and Google Ads

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.

Learn more about the new Solutions 8 Digital Marketing Services here: https://sol8.com/digital-marketing-se...

Transcript

Glen: 00:00:11

G'day everyone, Glenn from Solutions Aid again.

: 00:00:12

I'm with Dan Nickis, our

Facebook Klaviyo expert.

: 00:00:16

We are going to do a bit of

a deep dive into the Elite 7.

: 00:00:20

So this is Dan's customized

Klaviyo email flow.

: 00:00:23

he's got a case study of a client

that he's been managing for what,

: 00:00:27

Three years, two years now, Dan?

: 00:00:29

That's two and a half now.

: 00:00:30

That's two and a half years, And

he's going to go through, show you

: 00:00:33

the performance, I think the last

30 days, what you've been doing

: 00:00:36

and go in depth with the Elite

7 and how you build it all out.

: 00:00:42

Take it away, Dan.

: 00:00:42

Thanks for having me on again.

: 00:00:44

when we talk about flows, these are the

automated flows that we set up based

: 00:00:47

on the user's behavior when they come

to your website, and based on what

: 00:00:51

they actually do, what actions they

take, we put them into different flows.

: 00:00:55

this is the case study that

we're going to be using.

: 00:00:58

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

: 00:01:00

So this is a client we've been

running email marketing for

: 00:01:03

the last two and a half years.

: 00:01:05

they're obviously very happy with it.

: 00:01:06

They're based out of the US.

: 00:01:08

and as you can see, probably things

that I want to make sure that

: 00:01:11

everyone's aware of is that we're

using the most up to date figures.

: 00:01:15

during Black Friday, Cyber Monday,

when stats always seem to appear

: 00:01:18

better than what they actually are.

: 00:01:19

Last 30 days, they've done 1.

: 00:01:21

8 million at total revenue.

: 00:01:23

this is a store that's

connected to Shopify.

: 00:01:26

of that we've attributed You

know, the 32 percent of their

: 00:01:29

revenues come from email marketing.

: 00:01:31

When you break that down, nearly

19 percent has come from campaigns

: 00:01:36

that we send out for them.

: 00:01:37

The one I don't want to concentrate on

today is this 81%, which is the flyer.

: 00:01:40

So this is the automated component,

but that's 81 percent of 599.

: 00:01:45

Correct.

: 00:01:46

Wow.

: 00:01:46

That's about 450 K.

: 00:01:48

It's a lot of money.

: 00:01:49

And This is automated.

: 00:01:50

So this, the reason that they

perform so well with the flows is

: 00:01:54

because it's super relevant to user.

: 00:01:58

So the user receives this email

after they've taken a certain action.

: 00:02:01

On the website after they've interacted

with your brand a certain way.

: 00:02:05

So when you receive this email and we've

got, I'll go through, some different

: 00:02:09

flows that we use based on these actions.

: 00:02:11

And I'll show you on my

actual brand's website.

: 00:02:14

What actions, can actually take

and I'll simulate it for you.

: 00:02:18

the great thing is that, we're always

trying to get the right message to

: 00:02:20

the right person at the right time.

: 00:02:21

Now, these are super relevant because,

as an example, the most basic one that

: 00:02:25

we all know about email marketing flows

is when someone adds to cart and abandons

: 00:02:29

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

very relevant to them because what we do

: 00:02:34

is dynamically we put the product that

they had in their cart back in front

: 00:02:37

of them, or the products that they had

in their cart back in front of them,

: 00:02:39

and then we speak to them personally.

: 00:02:42

Sometimes we offer an incentive.

: 00:02:44

It's different stages during the

flow, but ultimately with one click

: 00:02:47

the person can go back to their cart.

: 00:02:48

So we see really super high open rates and

really high click through rates because

: 00:02:53

it's really relevant to that person.

: 00:02:55

It's not a surprise.

: 00:02:56

It's not an email campaign

that doesn't apply to them.

: 00:02:59

It's not something someone they

haven't heard from for a while.

: 00:03:01

It will hit them at a moment in

time when they have just left and

: 00:03:05

taken that action on your website.

: 00:03:05

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

just had a last touchpoint with them,

: 00:03:11

you're creating another touchpoint.

: 00:03:12

So it's not going to be this unknown

factor to them, which is why we

: 00:03:15

get such great results with it.

: 00:03:16

we've got a few different

things going on in this account.

: 00:03:18

But fundamentally, I want you to look

at what we call our Welcome Series here,

: 00:03:23

which is like our lead to our target, and

I'll take you through each one of those.

: 00:03:26

We've got an Abandoned Browse,

we've got an Abandoned Cart,

: 00:03:29

we've got an Abandoned Checkout.

: 00:03:30

We've then got post purchase retention,

then we also have, a wingback or

: 00:03:35

a honeymoon float for the people.

: 00:03:39

We also then have things like this

feathers one here is what we'll call

: 00:03:42

our cross sale up sale float as well.

: 00:03:44

So there's a lot going on there.

: 00:03:46

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

take you through each of those different

: 00:03:49

steps as we move through this call.

: 00:03:52

But fundamentally, what I want

you to look at is the results

: 00:03:54

that we're getting from it.

: 00:03:56

we're looking at.

: 00:03:57

When people come to our

website and they haven't bought

: 00:03:59

anything, but they've signed up.

: 00:04:02

We're sending out 75, 000 emails,

we're getting 90 cents per recipient.

: 00:04:05

Now, that one has seen a drop off because

we introduced another one, but 68, 000.

: 00:04:10

Abandoned browser, like our window

shop, that's not taken through,

: 00:04:12

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

: 00:04:16

Abandoned car, 114, 000.

: 00:04:18

Abandoned checkout, nearly 81, 000.

: 00:04:20

we're talking big figures.

: 00:04:22

based on user behavior.

: 00:04:24

Now, when we're looking at all those,

keep that in mind, these are our

: 00:04:27

top ranking ones, and we can always

add different components to it.

: 00:04:30

But this is where this

is our starting point.

: 00:04:32

This is when we build out a new brand.

: 00:04:35

we take on a new client when we

build them out to start with.

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: 00:04:37

This is the framework that they're

going to get to start with.

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: 00:04:40

And then it depends on the brand as to

what direction we take other flows or

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: 00:04:43

what other messaging we try to send out.

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: 00:04:45

But this is not your campaigns.

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: 00:04:47

Campaigns are separate to it, and

they also bring in revenue as well.

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: 00:04:50

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

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: 00:04:52

We start with the Legionary Target.

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: 00:04:54

So this is people who have

signed up to our list.

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: 00:04:56

But haven't purchased.

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: 00:04:57

So they've come to the website,

filled in a pop up or a sign up form,

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either in your footer or wherever

it might be, but haven't purchased.

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: 00:05:03

And this is this one here

that we're referring to.

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So it's our fourth biggest revenue

generator for this client.

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

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people come, they go to the pop

up, after 10 seconds it pops up.

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So we build out the sign up

forms or the pop ups for them.

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Some have an incentive, some have

informational guides they give

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out, some have free shipping.

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Whatever it is that you offer, people

fill out the pop up, but they don't

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purchase, they go into this flow.

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That's this one here.

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Really big generator.

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It's got the highest volume

there because there is a lot of

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people coming into this website.

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The next part in the sequence

is abandoned browser.

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So we'll call these window shoppers.

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So these are people that

have come to your website.

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They haven't taken any other action

except for come to your website

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and looked at a product page.

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We're not talking about

homepage or collection pages.

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We're talking about people that

have looked at specific products.

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Now we install some tracking on

your website through Klaviyo.

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It's a bit of a script.

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And what it does is it picks

up on this user's behaviour.

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Who they are, what their email is.

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What they've looked at similar to in

the way that your meta or Facebook

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piece of works or your Google scripts

work to track people, track users

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with cookies around your website.

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: 00:06:07

So let's just say for example, I

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

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to look at those and I get to this

page and I'm like, I got distracted.

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I need to go and do something else.

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Finish my lunch break or whatever

it might be and I leave the website.

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We call that a window shopper.

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They fall in to the abandoned

browse category here.

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So that is one of our

top generating flows.

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They've taken no more buying action.

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All they've done is look at the product

and you can see because it's super

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relevant to the person, the revenue

that it generates is huge because

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we're taking them straight back to

that point in that buying journey that

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they're on where they dropped out.

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The next stage in it is abandoned car.

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So this is a bit higher intent

than just looking at products.

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They've actually put something in the car.

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As an example,

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I'll go to my cart up here.

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If I've gone to the add to cart

page, which is You've got a

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few things in your cart, mate.

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I've got a few things in the cart.

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I might have gone through and done it.

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Basically, when someone adds to the

cart here, what happens is they're not

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entering any of their personal details in.

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Again, we track them.

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Now, this is different to what most

people refer to as add to cart.

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What they're actually referring

to is an abandoned checkout.

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When someone adds to the cart, the

script fires, we pick them up there,

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and you can see here, it's when

they've added to cart, it's another

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high revenue generator for this brand.

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And this is the same across the board.

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We do see, these top 4 come

out always within the top 4 for

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every brand that we run this for.

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The order of these might vary slightly,

depending on the brand, but these are part

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of that core 7 that we need to set up for

you, and, they always do generate revenue.

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So that's your Abandoned Cart.

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The next one is the Abandoned Checkout.

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So when someone does go to the

checkout page and they do actually

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enter in their details, that's

what we call Abandoned Checkout.

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Now that is normally mistaken.

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A lot of people by default

call that Abandoned Cart.

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It's actually not.

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This is when they've started the checkout.

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We've already got our

Abandoned Cart there.

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And again, it works on scripts.

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Abandoned Checkout, people have actually

put their details into the checkout.

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Again, we've got a lot more intent.

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They're way up there in terms of,

the journey where they are, they're

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almost across the finish line for us.

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The other thing of note in here when

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

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and we also have SMS attached to that.

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So what we do is when we get

people to sign up, we'll also try

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and get their cell phone details.

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Then, during these flows,

we'll have an either or.

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So either someone has consented

to email, but hasn't consented

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to SMS, they'll get an email.

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Initially, we might send them an

email, but for the second touch

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point within that flow, we might say,

these guys have also given us their

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permission or consent to send an SMS.

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Let's not send them a second email.

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Let's send them an SMS this time and

then we'll move our way through there.

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So if we come back to here, the next stage

is we welcome new and returning customers.

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This is often lost on people or

lost on brands that once they

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feel that the race is over once

you've actually converted them.

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This is where we see a lot of easy

wins, because it's easier to convert

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an existing customer than it is

to try and convert a new customer.

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So we've got in here our post

purchase retention, and that

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generates revenue there for us,

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So this triggers after

someone has placed an order.

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there is, in the last 30 days, another

8, 000 worth of revenue generated

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for this brand, for people that have

bought within that last 30 days.

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And a lot of people are now,

why would they buy again?

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

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So we'll ask them and that we

welcome them to the family.

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We talk about the reviews.

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We talk about other complimentary

products that we might have.

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we're not talking about

upsell or cross sells here.

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That comes, that's a different

stage of the equation.

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But at this stage, we

just welcome them in.

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And then during that flow, we'll tell

them a bit more about the brand story.

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And then towards the end of it, we

can offer an incentive to get them

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to come back and purchase again.

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As a reward for being part of the family,

part of the tribe, a loyal customer.

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How do you want to word

it within your brand?

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The next stage is the cross sell upsell.

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So this is generating

more repeat customers.

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I'll preface this with saying this whole

system is designed, A, to convert leads

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into customers, B, to convert those

customers into repeat customers, and

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C, to reduce the time period between

purchases for those repeat customers.

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we're looking at one time purchaser,

then a repeat purchaser, and

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then a multiple repeat purchaser.

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we're increasing that frequency

of purchase, but trying to reduce

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the actual time between purchases.

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overall, we're trying to increase

the lifetime value of those customers

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through this email marketing system.

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The cross sell upsells work exceptionally

well, and this is dependent on your brand.

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but this brand does very well with cross

sell upsell, different products to them,

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complementary products to their range.

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someone might buy one thing, We know

that they didn't buy this other thing.

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This is something that we

know converts really well.

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It's quite often brought together.

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We will show that to them.

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We will show other items to them that

complement the original purchase.

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And you can know, you can see that,

you would know that as a brand owner.

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But when people buy product A,

they usually buy product B as well.

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Or when people buy product A,

they might buy product B, C and D.

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we can track that through

reports on the BackUnit website.

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A lot of you probably do it on your

checkout already or on your cart.

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Did you want to add this on, your upsell

based apps or plugins that you use on your

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website or your cross sell based stuff,

We see them all the time on websites.

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Frequently bought together,

this is what you can add in.

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So we know what's happening there.

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So we replicate that in, The flow

here in the automation series with

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the cross sell upsellers, last

one that we do run is, a win back.

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And this is for people that

have previously past customers

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that become disengaged.

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Again, our intention is

to get repeat customers.

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once they've become disengaged

with us, we try to reintroduce them

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and try to get them to reengage

and become a customer again.

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If we can do this various ways, one

of the simplest ways is to offer

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incentive to get them to come back.

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

want to have to offer incentives to

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get people to become repeat customers.

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And the simple conversation that we

generally have with them is how much,

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what's your acquisition on paid social

or Google to get a new customer?

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let's pick a number out.

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It cost me 50 to acquire a customer.

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That's, average order value could be 150.

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It cost me 50 to acquire a customer.

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All right, the average order value is 150.

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Offer them a 10 percent

discount to come back.

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The 10 percent discount is 15.

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And that's where sort of the lightbulb

moment goes off for a lot of brand owners.

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

incentive, but I don't want to offer a

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discount, but I'm happy to go out and

pay another 50 to acquire a new customer.

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Why not just fork out 15 and you can

have a repeat customer come back.

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You've already got that brand loyalty.

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I've already got it.

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You don't have to build

trust with them again.

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You don't have to build

engagement with them again.

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You don't have to convince them.

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All you're trying to do

is just get them back.

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And it's not always a sinister reason why

they haven't become a repeat purchaser.

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You could just be.

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Out of sight, out of mind, they might

just not need that product at the moment.

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And I just need a reminder or potentially

an incentive like we just spoke about.

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Then so your cost per acquisition on

getting that repeat purchase is 15.

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So when we frame it like that,

a lot of brands come back and

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

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so that's how we get them back.

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And then we constantly.

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This feeds a level of engagement with

them as well, so that when we send

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campaigns out, we exclude people that

are in the current flows, because

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they're getting really relevant

information about their customer journey.

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

very engaged with us, and they'll start

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receiving what we'll call our business

as usual campaigns or special offers or

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events, campaign strategy that we have.

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The other question we

quite often get asked is.

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I don't want people in seven flows.

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The simple answer is that they

can't possibly be in seven flows.

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The way we designed these with

the rule base that we set up for

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them is that when one door opens

for a flow, another one closes.

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So that's an example of that.

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Let's say you're in here and

you've signed into an opt in form.

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You've been nowhere but the home page.

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You'll end up in the lead free

target flow because you've

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had never purchased anything.

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You haven't never added anything

to cart, browse, checked out,

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gone to the checkout, nothing.

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And they're like, what if they then go

back, come back, we get them back to the

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website and add something to the car.

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Are they going to be in the leisurely

target flow as well as the abandoned car?

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And the answer is no.

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When one door opens for a flow, the door

for the flow that currently encloses

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is probably the simplest way to put it.

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it's conditional logic that if

they're in this sequence, then

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they're removed from that sequence.

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And so they're not getting

double ups, in other words.

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Exactly.

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Because the messaging is not right then.

317

: 00:14:35

Because talking to them at this level.

318

: 00:14:37

we're trying to build up the brand trust.

319

: 00:14:39

So we're talking about the background of

the band, the pillars of the brand, maybe

320

: 00:14:42

the unique selling propositions, about

the reviews, about our payment options,

321

: 00:14:45

all these different kinds of things.

322

: 00:14:47

So we're talking to them as

people that don't really know us.

323

: 00:14:49

If they've come to the cart, the content

in that email is specific about the

324

: 00:14:53

product that they added to the cart.

325

: 00:14:55

Yeah, it's not a generic one.

326

: 00:14:56

It's not a generic one.

327

: 00:14:58

So we're not trying to build so much,

brand awareness like we are here.

328

: 00:15:02

We're actually talking about the stage

and the customer journey they're in.

329

: 00:15:05

If they then do go on to purchase,

they'll receive a welcome email.

330

: 00:15:07

They'll be the door will

close to the abandoned car.

331

: 00:15:10

So it's all super relevant to them.

332

: 00:15:12

They're not getting bombarded with emails.

333

: 00:15:14

The length of the flows is the

The Google Ads Podcast

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The 7-Step Email System Working with Meta and Google Ads

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