GoBros has increased the revenue from its email marketing channel with a fully optimized automated flows strategy that multiplied the revenue through this channel by eight.
The result after optimization
Go Bros, a Minnesota brand that sells socks for different outdoor activities from different brands at the best prices on the internet. They sell their products only online, without any physical store.
They contacted Webmefy because they were looking for a Klaviyo expert to help with a technical issue with their Back in stock flow and Shopify theme, as well as optimize their automated flows strategies to increase their revenue.
Because they were using Klaviyo, but stream revenue was only 1% of their revenue, we offered to help them by auditing their enabled stream strategies and optimizing them to improve their results.
We started by auditing what they had implemented in each activated flow. From there we began to take as a reference the tone with which they used to communicate with their clients to integrate it into a new strategy optimized with the CRO methodology, to convert each email flow into transactional ones.
We define all the flows we need to create to impact your customers during their journey in your online store to encourage them to convert. After this, we deploy a roadmap with tactics to reach the goal and execute them month by month to increase flow performance.
How Webmefy has helped Go Bros' email marketing strategy
We optimize the content and apply the CRO strategy within the structure of the emails to make the emails from the automatic flows more transactional in order to convert more. Personalization was a key strategy to improve flow performance.
We focus on "abandoned cart flows". We define according to the customer journey, each step that the customer takes until converting. So we determined the 3 purchase intention flows and implemented different strategies in each one to encourage them to complete their purchase:
- Browse abandoned
- abandoned car
- Abandoned payment
Optimization of main flows and creation of important flows
Within the flows, we define certain rules to segment some specific customers and give them an incentive to help them complete their purchase. That is, for someone who has abandoned their cart with an amount of +$100, we send them an email with a special discount to encourage them to complete their order.
Adding customer reviews was another key strategy that has helped recover browsing flows and abandoned carts, it is a way to boost customer decision making by showing the satisfaction of other customers.
Retention and activation strategies
We reinforce the retention strategy with certain flows that show how the brand values its customers and humanizes the brand.
We created some flow strategies to reactivate and re-engage database customers who were inactive, also for those who do not wish to receive communications from the brand, we created a sequence flow to give one last call to be part of the list. , then if they did not show interest, they were filtered as deleted. The goal is to constantly keep the database updated and clean and work with those who are really interested in the brand. This has helped increase engaged profiles.
We made integrations between Klaviyo and third-party platforms to create automated flows to continue reaching customers. For example, integration of the "Júzgame" platform: reaching out to those customers who left negative reviews to try to solve their problem and try to build their loyalty and give them the opportunity for a new satisfactory experience.
Additionally, we worked on integrating the script into your Shopify theme to implement the "back in stock" button, in order to configure the back-to-stock flow to implement a strategy that segments VIP customers to alert them first and keep them informed when they subscribed to any out-of-stock product, so the brand would stop losing sales.
After optimizing the strategy and content of the flows, we have increased income from flows by 800%. When we started, stream revenue was 1% for the brand and now it's 9%. Today Klaviyo represents 42% of the total sales of its online store.
Not just revenue, but we have helped increase average order value (AOV), which is a great KPI to understand that customers are investing more in the brand and their carts are bigger.
We have improved the opening rate of flows. In some flows we do work on A/B testing on subject lines to select the best content that attracts users' attention by optimizing the call to action. Due to this optimization, the flows are working automatically and are a key strategy that complements each email campaign sent from the brand.