G'day everyone, Glenn from Solutions Aid again. I'm with Dan Nickis, our Facebook Klaviyo expert. We are going to do a bit of a deep dive into the Elite 7. So this is Dan's customized Klaviyo email flow. he's got a case study of a client that he's been managing for what, Three years, two years now, Dan? That's two and a half now. That's two and a half years, And he's going to go through, show you the performance, I think the last 30 days, what you've been doing and go in depth with the Elite 7 and how you build it all out. Take it away, Dan. Thanks for having me on again. when we talk about flows, these are the automated flows that we set up based on the user's behavior when they come to your website, and based on what they actually do, what actions they take, we put them into different flows. this is the case study that we're going to be using. I'll just wait till that pops up for you. So this is a client we've been running email marketing for the last two and a half years. they're obviously very happy with it. They're based out of the US. and as you can see, probably things that I want to make sure that everyone's aware of is that we're using the most up to date figures. during Black Friday, Cyber Monday, when stats always seem to appear better than what they actually are. Last 30 days, they've done 1. 8 million at total revenue. this is a store that's connected to Shopify. of that we've attributed You know, the 32 percent of their revenues come from email marketing. When you break that down, nearly 19 percent has come from campaigns that we send out for them. The one I don't want to concentrate on today is this 81%, which is the flyer. So this is the automated component, but that's 81 percent of 599. Correct. Wow. That's about 450 K. It's a lot of money. And This is automated. So this, the reason that they perform so well with the flows is because it's super relevant to user. So the user receives this email after they've taken a certain action. On the website after they've interacted with your brand a certain way. So when you receive this email and we've got, I'll go through, some different flows that we use based on these actions. And I'll show you on my actual brand's website. What actions, can actually take and I'll simulate it for you. the great thing is that, we're always trying to get the right message to the right person at the right time. Now, these are super relevant because, as an example, the most basic one that we all know about email marketing flows is when someone adds to cart and abandons the cart, we send them an email, it's very relevant to them because what we do is dynamically we put the product that they had in their cart back in front of them, or the products that they had in their cart back in front of them, and then we speak to them personally. Sometimes we offer an incentive. It's different stages during the flow, but ultimately with one click the person can go back to their cart. So we see really super high open rates and really high click through rates because it's really relevant to that person. It's not a surprise. It's not an email campaign that doesn't apply to them. It's not something someone they haven't heard from for a while. It will hit them at a moment in time when they have just left and taken that action on your website. So it's going to be You know, you've just had a last touchpoint with them, you're creating another touchpoint. So it's not going to be this unknown factor to them, which is why we get such great results with it. we've got a few different things going on in this account. But fundamentally, I want you to look at what we call our Welcome Series here, which is like our lead to our target, and I'll take you through each one of those. We've got an Abandoned Browse, we've got an Abandoned Cart, we've got an Abandoned Checkout. We've then got post purchase retention, then we also have, a wingback or a honeymoon float for the people. We also then have things like this feathers one here is what we'll call our cross sale up sale float as well. So there's a lot going on there. Don't be overwhelmed by it all, and I'll take you through each of those different steps as we move through this call. But fundamentally, what I want you to look at is the results that we're getting from it. we're looking at. When people come to our website and they haven't bought anything, but they've signed up. We're sending out 75, 000 emails, we're getting 90 cents per recipient. Now, that one has seen a drop off because we introduced another one, but 68, 000. Abandoned browser, like our window shop, that's not taken through, that's 128, 000, nearly 129, 000. Abandoned car, 114, 000. Abandoned checkout, nearly 81, 000. we're talking big figures. based on user behavior. Now, when we're looking at all those, keep that in mind, these are our top ranking ones, and we can always add different components to it. But this is where this is our starting point. This is when we build out a new brand. we take on a new client when we build them out to start with. This is the framework that they're going to get to start with. And then it depends on the brand as to what direction we take other flows or what other messaging we try to send out. But this is not your campaigns. Campaigns are separate to it, and they also bring in revenue as well. we'll start here, we call it the Elite 7. We start with the Legionary Target. So this is people who have signed up to our list. But haven't purchased. So they've come to the website, filled in a pop up or a sign up form, either in your footer or wherever it might be, but haven't purchased. And this is this one here that we're referring to. So it's our fourth biggest revenue generator for this client. As an example, this is my brand's website. people come, they go to the pop up, after 10 seconds it pops up. So we build out the sign up forms or the pop ups for them. Some have an incentive, some have informational guides they give out, some have free shipping. Whatever it is that you offer, people fill out the pop up, but they don't purchase, they go into this flow. That's this one here. Really big generator. It's got the highest volume there because there is a lot of people coming into this website. The next part in the sequence is abandoned browser. So we'll call these window shoppers. So these are people that have come to your website. They haven't taken any other action except for come to your website and looked at a product page. We're not talking about homepage or collection pages. We're talking about people that have looked at specific products. Now we install some tracking on your website through Klaviyo. It's a bit of a script. And what it does is it picks up on this user's behaviour. Who they are, what their email is. What they've looked at similar to in the way that your meta or Facebook piece of works or your Google scripts work to track people, track users with cookies around your website. So let's just say for example, I come to here and I'm like, I'll have to look at those and I get to this page and I'm like, I got distracted. I need to go and do something else. Finish my lunch break or whatever it might be and I leave the website. We call that a window shopper. They fall in to the abandoned browse category here. So that is one of our top generating flows. They've taken no more buying action. All they've done is look at the product and you can see because it's super relevant to the person, the revenue that it generates is huge because we're taking them straight back to that point in that buying journey that they're on where they dropped out. The next stage in it is abandoned car. So this is a bit higher intent than just looking at products. They've actually put something in the car. As an example, I'll go to my cart up here. If I've gone to the add to cart page, which is You've got a few things in your cart, mate. I've got a few things in the cart. I might have gone through and done it. Basically, when someone adds to the cart here, what happens is they're not entering any of their personal details in. Again, we track them. Now, this is different to what most people refer to as add to cart. What they're actually referring to is an abandoned checkout. When someone adds to the cart, the script fires, we pick them up there, and you can see here, it's when they've added to cart, it's another high revenue generator for this brand. And this is the same across the board. We do see, these top 4 come out always within the top 4 for every brand that we run this for. The order of these might vary slightly, depending on the brand, but these are part of that core 7 that we need to set up for you, and, they always do generate revenue. So that's your Abandoned Cart. The next one is the Abandoned Checkout. So when someone does go to the checkout page and they do actually enter in their details, that's what we call Abandoned Checkout. Now that is normally mistaken. A lot of people by default call that Abandoned Cart. It's actually not. This is when they've started the checkout. We've already got our Abandoned Cart there. And again, it works on scripts. Abandoned Checkout, people have actually put their details into the checkout. Again, we've got a lot more intent. They're way up there in terms of, the journey where they are, they're almost across the finish line for us. The other thing of note in here when you're looking at these is we've got email and we also have SMS attached to that. So what we do is when we get people to sign up, we'll also try and get their cell phone details. Then, during these flows, we'll have an either or. So either someone has consented to email, but hasn't consented to SMS, they'll get an email. Initially, we might send them an email, but for the second touch point within that flow, we might say, these guys have also given us their permission or consent to send an SMS. Let's not send them a second email. Let's send them an SMS this time and then we'll move our way through there. So if we come back to here, the next stage is we welcome new and returning customers. This is often lost on people or lost on brands that once they feel that the race is over once you've actually converted them. This is where we see a lot of easy wins, because it's easier to convert an existing customer than it is to try and convert a new customer. So we've got in here our post purchase retention, and that generates revenue there for us, So this triggers after someone has placed an order. there is, in the last 30 days, another 8, 000 worth of revenue generated for this brand, for people that have bought within that last 30 days. And a lot of people are now, why would they buy again? You don't know if you don't ask. So we'll ask them and that we welcome them to the family. We talk about the reviews. We talk about other complimentary products that we might have. we're not talking about upsell or cross sells here. That comes, that's a different stage of the equation. But at this stage, we just welcome them in. And then during that flow, we'll tell them a bit more about the brand story. And then towards the end of it, we can offer an incentive to get them to come back and purchase again. As a reward for being part of the family, part of the tribe, a loyal customer. How do you want to word it within your brand? The next stage is the cross sell upsell. So this is generating more repeat customers. I'll preface this with saying this whole system is designed, A, to convert leads into customers, B, to convert those customers into repeat customers, and C, to reduce the time period between purchases for those repeat customers. we're looking at one time purchaser, then a repeat purchaser, and then a multiple repeat purchaser. we're increasing that frequency of purchase, but trying to reduce the actual time between purchases. overall, we're trying to increase the lifetime value of those customers through this email marketing system. The cross sell upsells work exceptionally well, and this is dependent on your brand. but this brand does very well with cross sell upsell, different products to them, complementary products to their range. someone might buy one thing, We know that they didn't buy this other thing. This is something that we know converts really well. It's quite often brought together. We will show that to them. We will show other items to them that complement the original purchase. And you can know, you can see that, you would know that as a brand owner. But when people buy product A, they usually buy product B as well. Or when people buy product A, they might buy product B, C and D. we can track that through reports on the BackUnit website. A lot of you probably do it on your checkout already or on your cart. Did you want to add this on, your upsell based apps or plugins that you use on your website or your cross sell based stuff, We see them all the time on websites. Frequently bought together, this is what you can add in. So we know what's happening there. So we replicate that in, The flow here in the automation series with the cross sell upsellers, last one that we do run is, a win back. And this is for people that have previously past customers that become disengaged. Again, our intention is to get repeat customers. once they've become disengaged with us, we try to reintroduce them and try to get them to reengage and become a customer again. If we can do this various ways, one of the simplest ways is to offer incentive to get them to come back. A lot of brands balk at all, I don't want to have to offer incentives to get people to become repeat customers. And the simple conversation that we generally have with them is how much, what's your acquisition on paid social or Google to get a new customer? let's pick a number out. It cost me 50 to acquire a customer. That's, average order value could be 150. It cost me 50 to acquire a customer. All right, the average order value is 150. Offer them a 10 percent discount to come back. The 10 percent discount is 15. And that's where sort of the lightbulb moment goes off for a lot of brand owners. They're like, I don't want to offer an incentive, but I don't want to offer a discount, but I'm happy to go out and pay another 50 to acquire a new customer. Why not just fork out 15 and you can have a repeat customer come back. You've already got that brand loyalty. I've already got it. You don't have to build trust with them again. You don't have to build engagement with them again. You don't have to convince them. All you're trying to do is just get them back. And it's not always a sinister reason why they haven't become a repeat purchaser. You could just be. Out of sight, out of mind, they might just not need that product at the moment. And I just need a reminder or potentially an incentive like we just spoke about. Then so your cost per acquisition on getting that repeat purchase is 15. So when we frame it like that, a lot of brands come back and say, yeah, I'm happy to do that. so that's how we get them back. And then we constantly. This feeds a level of engagement with them as well, so that when we send campaigns out, we exclude people that are in the current flows, because they're getting really relevant information about their customer journey. Once they're out of these flows, they're very engaged with us, and they'll start receiving what we'll call our business as usual campaigns or special offers or events, campaign strategy that we have. The other question we quite often get asked is. I don't want people in seven flows. The simple answer is that they can't possibly be in seven flows. The way we designed these with the rule base that we set up for them is that when one door opens for a flow, another one closes. So that's an example of that. Let's say you're in here and you've signed into an opt in form. You've been nowhere but the home page. You'll end up in the lead free target flow because you've had never purchased anything. You haven't never added anything to cart, browse, checked out, gone to the checkout, nothing. And they're like, what if they then go back, come back, we get them back to the website and add something to the car. Are they going to be in the leisurely target flow as well as the abandoned car? And the answer is no. When one door opens for a flow, the door for the flow that currently encloses is probably the simplest way to put it. it's conditional logic that if they're in this sequence, then they're removed from that sequence. And so they're not getting double ups, in other words. Exactly. Because the messaging is not right then. Because talking to them at this level. we're trying to build up the brand trust. So we're talking about the background of the band, the pillars of the brand, maybe the unique selling propositions, about the reviews, about our payment options, all these different kinds of things. So we're talking to them as people that don't really know us. If they've come to the cart, the content in that email is specific about the product that they added to the cart. Yeah, it's not a generic one. It's not a generic one. So we're not trying to build so much, brand awareness like we are here. We're actually talking about the stage and the customer journey they're in. If they then do go on to purchase, they'll receive a welcome email. They'll be the door will close to the abandoned car. So it's all super relevant to them. They're not getting bombarded with emails. The length of the flows is the other question we get asked. how long is the leasery target flow? How long is the abandoned car flow? And the answer is as long as it needs to be for your brand. And the way we determine that is we use a lot of data from our Google Ads. account managers and we'll look at that consideration window. So from the time of the first impression on an ad on Google the time of conversion. So for my brand with GearBunch, I know it takes on average about 16 times for a person to first see an ad to convert. That's a fairly good indicator of how long it takes someone to make in that consideration phase before they decide to make a purchase. To some brands who like high end products, that can take. In excess of 30 days because there might be a lot of consideration that goes into, we've got some that go up to 60. There you go. and for the 60, we would have flow series. emails that run for 60 days. Because during that 60 days, during that consideration phase, we want to be in contact with them. And that's not an email every day for 60 days, but we want to be in regular contact with them, creating touch points and talking to them about why this is the choice for them, why this product they need, why this is the product they want, what other people are saying about us. Did you know we have these payment options? Did you know we'd make the products here? Do you know we're a family owned business? Do you know that we have I've been in business for this long. All of those things that go to barriers that talk to barriers that potential customers might have. When they're trying to make a decision about buying. Alternatively, you could have a product that has a consideration phase of three days. the flows are going to be a hell of a lot shorter. Least need to have the flows as long as what the consideration phase is. Because otherwise, if we go, you've got a client, take 60 days for them to make up their mind. you know what? Let's give them three days of emails to try and convert them. that doesn't make sense. it's a long game there. So we need to make the flows longer. We need to talk to them for a longer time. So you've got all that consideration. it's the conversion lag you're taking into account. You've got these automated flows. You've got, then you've also got your normal newsletters. You've got promotional emails that you're sending out. It's just a constant the system that you're developing and depending on, what event is happening here or some sale is happening there. And then there's new customer acquisition. There's. Retargeting. There's like a whole system and method going on. Exactly. products are back in stock, new product releases, new designs, new product features. there's always something to talk about. And we, especially with the campaigns, whilst our flows are very transactional based. So it's based on actions and we're trying to get them back into that buying process. say they've abandoned the card or they've been a window shopper. They're abandoned the checkout. The campaign should be more informational. So we're trying to maintain constant contact with them. So we're trying to train the users when they come into the system that, Hey, you're going to receive regular emails from us. and what that does is it trains them to look for our emails during the flows. We actually show them how to put them into their primary inbox instead of they might be in their promotions so that they're looking for them and we're giving signals to the system. Hey, this is email that they want. we'll encourage them to reply to emails at different stages of the flows again so that it sends good signals to the email service providers. That content is relevant to this user. In fact, not only have they opened and clicked on it, they're replying to it. So we want them to reply at different stages of the flows. And then when we do run an event, let's say the easiest one to talk about is Black Friday, Cyber Monday, by the time we get to that event, these new users have all been trained that they're going to receive emails from us. And in fact, a lot of the emails we sent out during that time are informational and helpful, like how to guides, or are you having trouble with this, or we've got this new product, this new release, it's not always just trying to sell to them. Then when we get to those big sale periods, we've got this hyper engaged list that we then go out to with this big offer, or whatever it might be, for your brand, and it's really well received, because we're not just holding off, and for three months we've sent nothing, then all of a sudden we're trying to blast, 100, 000 people out with emails. I'm glad with your email service provider and your users not looking for it because they haven't heard from you for quite some time. So it's about this constant touch points. I think we spoke about it in the last one. We used to be a rule of 7, we needed 7 touch points with people and that's why we changed our Facebook ad strategy. The latest data is telling us anywhere between 17 and 20 touchpoints to develop that trust and convert someone. this is just another part of the system creating really solid touchpoints with them. Mate, that's good. We have been rubbing on for quite a while now, so we won't bore our watchers any further. But that was good, mate. That was a really good in depth analysis. yeah, like I said in our previous seen results in these campaigns, and they're quite stellar, so you're doing a really good job there. And if anyone's interested in getting Dan to do an audit, to see if we're getting You can squeeze any more revenue out of any existing email flows. If you're using cloud value, it doesn't cost anything to do anything. Dan will go in and he'll have a look and go, yep. if you're doing well, he'll say, yeah. That's fine. You don't need me. Or he might say, Hey, yeah, there's definitely opportunity there. And I think you've, we've had about four clients from solutions out of onboarded recently. they're going to be utilizing your services the system as well. So we should have some more case studies to show people very soon. Hopefully. that'll be the key. Thanks for your time. catch you Next week, maybe. See you.