The Secret to Making Klaviyo Email Pop-Ups Work

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G'day everyone in YouTube land, Glenn

from Solutions 8 and here I am with,

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Dan Nickis, our Facebook Cloveo expert.

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this is, another video in our

continuing episodes of strategies

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using the new strategies that

we've got with Facebook and Cloveo.

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Dan's going to do a bit of

a deep dive into Klaviyo.

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we have spoken about Facebook.

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This is going to be a particular strategy

that we'll be utilizing for our clients.

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My understanding, Dan, is we've got

At this early stage of the process is

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about five solutions, these strategies

are all going to be implemented with

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these campaigns and these accounts.

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Dan's going to talk us through a strategy

in particular that he uses for Klaviyo,

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where he has the importance of pop ups.

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How it captures the information and how

we can funnel those people, depending on

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what, options they place in the pop up.

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this is speaking with you previously, Dan,

this is a really powerful tool inside.

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this really allows you deliver

hyper segmented conversations and

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information to people, depending

on what they put in this form.

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Yeah.

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100%.

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we all know the importance

of generating new leads.

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We can't just keep going back to the

same people over and over again for years

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and then you need to generate new leads.

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And a real effective way

to do that is pop up.

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So either love them or hate them.

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Some people call them sign up

forms, newsletter captures.

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Fundamentally, whether you

like them or not, they work.

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Now, on average, we see about

a 5 percent conversion rate.

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So for every 100 people that come to your

website, about 5 people sign up for it.

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That's an industry standard,

in the middle of the road.

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Conversion, right?

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For a pop you get a thousand

people, you're getting 50 new leads.

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we want to qualify them

a little bit better.

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So instead of what everyone else

does and they'll put up a pop up

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that says here's 10 percent off or

here's free shipping or Do you want

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to find out about our latest releases?

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Sign up here.

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And then we just lump them all together.

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with a lot of brands, and my brand as

well, I do this as well with Gearbunch,

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is that if a brand has a wide range

of products, or it has products that

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solve specific solutions, like numerous

different products that solve very

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different solutions, that provide

solutions to different problems,

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sorry, or they satisfy different wants

and needs, you need to segment them.

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Now, we want to segment

them from the start.

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As soon as they come in, we want them to

be receiving the most relevant information

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that we can get in front of them.

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It's that right message, right

person, right place, right time.

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because if we do that, they're more likely

to be engaged with us, open the emails,

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click on the emails, sends good signals

back to our email service providers.

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But not only that, the end user is

getting information that they want.

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It's not irrelevant to them.

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So this is a client we manage who

have products that help relieve pain.

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But fundamentally, this is their pop up.

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So we're in the back end of their account.

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This is their pop up.

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people come here with very

specific problems that they have

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in relation to their health.

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The three most common collections

that they have are people that have

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back pain, foot and leg, so lower

limb pain, and hand pain, or others.

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when you look at their products, you can

broadly divide them up into back, foot and

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leg, hand, or other pain relief products.

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Some are a bit more holistic,

some are a bit more general.

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for not more common pain problems.

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So we want to know from the start exactly

what it is that they've that's bought

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them to this client's website for.

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We want to know what content is

delivered to them so that they're

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getting relevant information about

the products that are on offer.

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So what we do is we have these radio

buttons that we've added in here.

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When someone clicks on it,

selects back and then clicks on.

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Yes, I want 10 percent off.

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So it's just a generic offer.

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It's nothing.

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out of the ordinary.

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They click on that.

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They go through to it.

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We add a custom tag to them.

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They get a custom property

attached to their profile.

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Then what we do is instead of them

going into a flow and let's say they

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nominate, they have back pain, they

go into a flow that then talks about

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products that relieve hand pain.

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It's quite possible someone might

have both, but generally they're

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looking to solve one particular

problem when they come to the website.

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A hand relief Hand pain relief

product is not relevant to the

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person with back pain, usually.

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We split up the automated flow.

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So when someone's added to the newsletter,

which means they're filling that sign

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up form, we have a conditional split.

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I pain in contained hand.

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Yes, then they'll go down the channel

here that addresses all of the products.

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Or talks to all of the products

that relieve hand pain.

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If the answer is no, we'll then ask

another question of the conditional split.

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Does the pain contain foot and leg?

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Yes, same deal.

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They'll go down the foot

and leg pain channel.

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it'll then ask the

conditional split question.

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You get the idea.

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eventually, we've got four specific

channels where we can go to others.

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And they're fairly deep.

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We have about five emails in each,

but instead of having five generic

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emails, we've got five specific

emails for each of those pain types.

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Another example of where this

is useful is another client

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we have that has pet products.

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Their pet products are

divided up into dog and cat.

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They parrots, any of

those sort of things.

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It's dog and cats.

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So we ask them, I have dog, cat or

both because people can have both.

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Again, same deal.

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Once they click on here and they

submit their details, they then have

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custom property attached to them.

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We then talk to them.

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Do you have a dog?

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Yes.

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No.

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All right.

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You get in here.

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Or do you have both?

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You'll get a combination of

cat and dog products in here.

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You'll get cat only down this

channel, dog only down this channel.

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This is then really relevant when

we have new products coming out.

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And this is the same

in all of these cases.

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But let's say we've got a new

trending dog product that's come out.

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If a person's indicated to us that they

don't have a dog, they only have a cat.

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the chances that they're being interested

in it are pretty slim because they've

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already told us they don't have a dog.

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They've only got a cat.

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They don't have both.

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We would segment and only send that new

dog related product to the people that

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said, I've got a dog or I've got both.

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If we send it to the cat people,

there is a high chance that

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they will not be interested.

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In fact, they could mark us as spam

or they can unsubscribe, which is not

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what we want because we have other

good information that we can send to

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them on the subject or the pet that

they've already told us that they have.

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Same applies for pain.

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The other way to do this as well is

we take it a step back and we use

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quizzes on my website to generate

leads by helping people navigate

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through our range of products.

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fundamentally we have a

big range of products.

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We've got lots of different

leggings or bottoms that we've got.

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We can sell.

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We've got sports bras.

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We've got new arrivals.

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And then we just have a range

of different, sometimes crazy.

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Sometimes I can't believe we sell them

designs on there, but they do sell.

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so how do we get people

to navigate around?

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They come to the home page

and they're just confused.

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there's different like we can put

a lot of information on each page,

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but fundamentally we can't address

: 3000

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It's just not possible.

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So we have a quiz and when they

click on the quiz will come through.

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Who are the leggings for?

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Women.

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Custom property added.

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What size do you normally wear?

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Adult sizes or plus sizes?

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Adult size.

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Custom tag added.

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Running or cardio, yoga, pilates,

strength training, a bit of everything.

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Let's go with running or cardio.

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Do you like plain, fun and

exciting or all of them?

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We'll go fun and exciting.

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Every time they click on one of

these, a custom property is being

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tagged onto them and that information

is passing through to Cladio.

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I want to have a look

at the floral designs.

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That's what interests me.

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I might pick.

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Skulls as well.

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I want to pick more than one.

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And what length am I looking for?

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Long, mid calf or short?

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I'm going to go long.

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And do I want pockets?

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I don't need them.

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Enter in your email

and guess what happens?

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We segment you, we then put you into the

flows, we talk about here's your results.

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It's going to show me some results on the

page, but it like personalized for me.

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So we've got some skulls.

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We've got some floral based stuff.

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We can look at it there,

or we can start again.

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We can add them all to the cart.

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That's great on the website.

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But what's happening in the back end is

they're also being added to the website.

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Different segments and at different

channels within the flow based on

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what they've told us that they wanted.

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If they're only interested in plus size,

they're not going to be shown and probably

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feel pretty shitty about themselves.

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an extra small product that's

only available an extra small.

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I don't want to convince them

this is the product that they want

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because I don't have it in that size.

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Conversely, if I've got a man coming

in because we sell men's leggings,

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I'm not going to show them women's

leggings at the same, it just

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is not what they're looking for.

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So it's all about relevancy,

that right product at the

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right time to the right person.

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And that's the way that we work it.

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and from all my understanding is

that clients that you're currently

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building out the solutions.

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You're doing something

very similar to this.

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You're doing hyper segmentation

depending on, like with your pop ups.

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I don't know if you haven't done

a quiz yet, but I'm presuming that

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eventually you get down that track.

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yeah, so because it's only a new

service with, solutions, I everyone

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that we've had is either in the build

out stage or even their first month.

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We only really kicked this off

at the beginning of the year.

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So they're either in that build out,

which takes us, two to four weeks to do,

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depending on the city of the build out.

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And now we're just moving

into that next stage.

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And as we move along, that's when we

start layering and all these extras.

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So just to clarify that too, when you

first take on a client, it takes you

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between two and four weeks to build

everything out because it's very involved.

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So at a minimum, we'll create seven flows.

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And what you can see is that each of those

flows has between 5 to 7 emails in it.

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So we're looking at anywhere from

35 to 50 emails that have to get

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built out to go into these flows.

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These aren't just flows where we're

like, Oh, hey, come back to your cart.

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You left something in it.

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Here's one email to remind you.

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They're all brand centric too.

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They're all relevant to the brand.

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Yeah, Their tone of voice, their fonts.

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Their brand colors, their brand logos.

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we don't just talk about, Hey, come back.

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You left something in the car.

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It is a discount.

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that is boring.

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That's not the motivator for every person.

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That's not the reason why

every person hasn't bought.

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It might not be, I want to save

myself 10 percent or I want to get

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10 off or I want free shipping.

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Yeah, sure.

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They motivate some

people, but not everyone.

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It might be, they just don't

know enough about the brand.

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We haven't generated enough

credit, enough trust with them.

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So we'll talk about unique

selling propositions about.

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The products that we have.

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Why is this better than other

products that are out there?

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We'll talk about the

background of the brand.

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We'll talk about payment options.

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We'll talk about social proof.

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We'll show you all the reviews we have.

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We'll tell you how long

we've been in business for.

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We'll have backgrounds about, Oh,

here's our production facility.

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Here's us.

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Sending something out is

another happy customer.

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So all those things that create touch

points that are different motivators

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for people at different stages of that

buyer's and creates trust as well.

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especially if you have just only had

that one touch point with someone

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and they've landed on your page

and they're like, you know what?

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I will fill in this because I need to find

some products to help with my back pain.

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It might be the first time

they've ever been to your website.

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Now, the chances of them converting on

a product that might be, let's say 200

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on a first touch point are pretty slim.

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They're going to have around.

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They're going to find a

few things out about you.

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They want to know how

many reviews you got.

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what's your warranty?

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What's your guarantee with this product?

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where do you ship to?

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How long is shipping take?

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Yeah, where are you guys based?

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Are you an Australian based company?

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Are you US?

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Are you Canada?

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Are you Europe?

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All these different things that

people consider before they

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actually get their credit card

out and give you their details.

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That's what we address during the flows.

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It's not just a matter

of, Hey, you forgot this?

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Come back and buy it.

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We'll give you a discount.

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Yep.

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Education.

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Education and building up the

brand awareness and trust.

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Do that with all those touch points and

you do that once and then we go back to

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that it's easier to convert that existing

customer again and again than it is to try

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and convert someone new the first time.

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100%.

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If we do it the first time, it takes

less convincing times 2, 3, 4, 5, 6.

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I've got some clients on Gearbunch

that have purchased 50 plus times.

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and that's what helps you when you

get inconsistencies in performance

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as well as the green loyalty.

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yeah, you've had to over the

years by, talking to them in

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the way that relates to them.

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yeah, so it's super powerful.

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The other added bonus to these is that

these segments that you're creating, let's

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say we custom tag someone with back pain.

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Yeah.

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Guess what I do with that segment?

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I push them as a custom audience through

to Facebook Ads Manager, and we will

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put back related pain relief products

in front of that person, because they've

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already told us they've got back pain.

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people don't come to social media

to find a solution to their problem,

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but they come to social media

knowing what their problems are.

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All of a sudden, a solution pops up

again in front of them, and it's,

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Already asked who they're filling

the pop up for on the website.

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Now, all of a sudden we're on Facebook

and we're showing them more products.

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guys are probably to start with

your perception is they're bigger

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than what you are because now on

Facebook and oh my God, I'm seeing

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them here as well or on Instagram.

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I'm getting the emails that are

showing me these products as well.

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And if I go to Google and I search for

them as a Solutions Aid client, I'm

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going to pop up there as well on an ad.

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So we've got this omnipresence everywhere.

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So that again builds trust because,

rightly or wrongly, when people see us

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everywhere online and they feel like

they can't go anywhere online without

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seeing us, they don't know the nuances of

your being retargeted or remarketed to.

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They just think that you're an

exceptionally large company with a

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really good marketing strategy behind it.

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And they, everywhere they go, we are.

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I think everyone's saying the same things.

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I don't know that it's

tailored just to them.

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Nice.

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You like that one?

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I do, mate.

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It's very good.

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even though knew you were doing

it, it was still very good.

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I'm glad.

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Thank you, Dan.

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This was going to be a

short one anyway, today.

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we just wanted To drill

into a specific thing.

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we want to pick a particular, facet of the

services that Dan's doing with Facebook

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and Clavio, pick it out, chunk it up.

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Give you a highlight.

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Let you know that these are

the options that are available.

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This is the strategy that's being

employed and I'll go one step further and

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backbone on what you're talking about.

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: 00:13:47

Once you have an audience that's

over a thousand, we can then

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: 00:13:49

import that same Clavio audience

into a remarketing list and do it.

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: 00:13:53

display or YouTube remarketing.

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: 00:13:55

a tag in your feeds that is just

for the back paying products.

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: 00:13:58

That's right.

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: 00:14:00

Yep.

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: 00:14:00

yeah, very cool.

333

: 00:14:01

Very cool.

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: 00:14:02

Great strategy.

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: 00:14:02

we'll have something for

everyone next week as well.

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: 00:14:05

Thanks for watching.

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: 00:14:06

again, if anyone is interested, wants

to get an audit, want Stan to have

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: 00:14:10

a look at, their Facebook accounts.

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: 00:14:12

Wants to have a look at the Clavio,

their email, it's all completely free.

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: 00:14:16

Solutions Aid is doing this

as a service offering for all

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: 00:14:19

existing and new clients as well.

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: 00:14:21

So if you've got any inquiries or you're

interested, feel free to reach out.

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: 00:14:24

Looking forward to chatting with

anyone who wants a bit of a hand.

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: 00:14:27

Thanks, Dan.

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: 00:14:27

All right,