Email Course Book

Common
misconceptions.
Dispelling the myths about emails.
“Email is dead”.
- 4 billion users worldwide growing by 3% a year.
- 95% of consumers check emails daily.
- 60% of people aged 25+ prefer email as a means of
communication.
“The more I send the more I make”.

- Clients often push us to send more but this is not the case.
- Over-sending leads churn, spam and risks sender reputation.
- Massive diminishing returns, energy is much better used elsewhere.
Dispelling the myths about emails.
“Email is set and forget”.
- Email flows need to be updated 1 to 4 times a year.
- Frequent monitoring is needed to ensure metrics align.
“There’s too much complexity I’d rather have someone else do it”.
- Email is actually a very simple system once you understand the basics.
- Out of the hundreds of variables that you can optimise for only 10% are
relevant.
“Highly aesthetic emails convert better”.
- Design is important but over complicating this will hurt click throughs.
Important things to
note.
Subject lines > content.
Just like how the best YouTubers think about the thumbnail before the video, you
should think about the subject line before the content.
The maths of why subject line matters
Control variables: 10000 Sends and 10% of those that open clicks and 30% converts
10% open rate = 1000 opens / 100 clicks / 30 conversions
20% open rate = 2000 opens / 200 clicks / 60 conversions
It's easier to double the open rate than to double the click through rate!
- Takes less time
- Less brain power

Conversions above all.
Just like in Facebook ads you optimise everything around ROAS, it’s the
same in email.
Not saying other metrics are not important but if you’re email is not
converting into $ sales then why bother.
It’s important to keep your team accountable to the % revenue

generated.
If revenue falls then diagnose further into the root cause.
Metric meaning.
Open rate: affected by subject line, preview text, sender name & profile
picture. Other variables, segmentation, time of day & deliverability.
Click rate: affected by offering of the email and clarity of the messaging.
Conversion rate: affected by the intent of the clicks & conversion rate of the
landing page.
Deliverability: affected by sender reputation, spam rate, bounce rate &
email content.
Spam rate & churn rate: affected by sending frequency, relevance of
content & segment.
Order in which to focus your attention.
1. Check your deliverability.
2. Revive deliverability if dead.
3. Build out all flows in the recommended order.
4. Monitor metrics.
5. Send out test campaigns to narrow segment.
6. Expand segment.
7. Scale up frequency.
8. Test and repeat cycle.
Klaviyo setup &
metric installation.
1.Create an Klaviyo account.
If you are not already using Klaviyo as your email marketing platform of choice,
I highly recommend you make the switch, migration literally takes less than 10
minutes.
By far it is the best platform specialised for e-commerce & Shopify businesses.
If you’re an agency, you will need to also create an account as you can host
your client flow templates within your internal account.
Sign up/ Log in to Klavyio here.

2. Set up the integration.
3. Import/ Migrate your list. *Optional*
4. Metric installation.
1. Install default JavaScript.
2. Install product page JavaScript.
3. Install Added To Cart JavaScript.
5. Add Team Members
Co-founders/ C-Suite: Admin
Any other team members keep as Managers.
Don’t bother having any other roles, most likely people will need to play
a diverse role.
Welcome series.
General Structure.
Trigger: subscribes to [MAIN_LIST].
Filters: people who placed order 0 times since
starting the flow.
Length: 3 emails with 1 booster.
Email 1: Brand introduction + Offer.
Email 2: Brand story/ values/ benefits + Offer.
Email 3: Cross-pollination + Offer.

Booster
Email 1 Content + Examples.
Simple banner + Offer + CTA.
Purpose convey the offer asap,

reduce barrier to purchase. This
email should be simple and easy to
create.
You can take several approaches to

this email design, you can also use
it as an opportunity to introduce the
brand and products.
The purpose is to convert first time

buyers and welcome the subscriber
to the list.
Highest revenue email in this flow.

Booster Demo
Email 2 Content
Great email to further tell the brand story, vision and founding story.
Introduce the key benefits of your products and don’t forget to remind them of the core offer.
You can also include some social proof factors to build authority and trust with the reader.
Email 3 Content
This email is all about helping you expand your reach and
achieving omnipresence with your list.
The intention of this email is to redirect traffic to your social

media pages, Instagram, Facebook and YouTube algorithms
love traffic from 3rd party sources.
The key here and the mistake I see people making is having
multiple CTAs to different channels. Focus on ONE only.
If your Instagram is the strongest asset go with that, if it’s

YouTube or TikTok use that.
The structure can be super simple:
[BANNER]
[CTA] // linked to the relevant channel.

Let’s build.
Abandon Checkout
series.
General Structure.
Trigger: When someone Checkout Started.
Filters: people who placed order 0 times since
starting the flow AND has not been in flow in the
last 7 days.
Length: 3-4 emails
Email 1: Retargeting.
Email 2: Come back reminder + trust factors.
Email 3: Come back reminder + Offer (optional).

Simple header + dynamic segment + CTA.
Purpose is to retarget the customer and

encourage the purpose, keep this simple The dynamic segment will be
inserted here. The dynamic
and sweet.
segment is created in Klaviyo
This email should be sent 30 min to 4 so when designing the
hours after the event is triggered. graphics you don’t need to
include it.
If your store has a low AOV (<$50) start https://help.klaviyo.com/hc/en-us/articles/360032871031-
How-to-Build-Dynamic-Blocks-in-a-Flow-Email
closer to the 30 min range.
//code to specify the data source
If your store has a med AOV ( $50 - $100) event.extra.line_items
start between 1-2 hours range. //code to pull product name

{{ item.product.title }}
If your store has a high AOV you can Quantity: {{ item.quantity|floatformat:0 }} — Total: {%
currency_format item.line_price|floatformat:2 %}
extend it to 3-4 hour range.
//code to pull image
{% if item.product.variant.images.0.src %}
Low AOV rely on impulse where as high {{item.product.variant.images.0.src}}{%else%}
AOV requires a bigger decision. {{item.product.images.0.src|missing_product_image}}{%endif%}
//code to redirect to checkout

Highest revenue email in this flow. {{ organization.url|trim_slash
}}/products/{{ item.product.handle }}
Email 2 Content
This email is a simple follow up to the previous. Use social proof to build some
trust with the potential buyer.
Customer journey/ psychology.

Email 3 Content
This is where you can get slightly cheeky, if they
haven’t converted it could be a value/ price
objection.
2 options:
- No offer, straight up reminder email.

- With offer incentive + preps for future
laddering.
You can see this catches out A HUGE majority of

abandoned checkouts 7% in the 3rd email.
Total this flow recovers 15-25%.
*OPTIONAL* email 4 slightly bigger discount/

different offer positioning.
Dynamic segment he
This is called ‘Laddering’, the people that
already purchased will never see this they will
be filtered out of the flow.
Hack.
Save email 1 as a template so you don’t need to recreate the dynamic

segment everytime.
Abandon Cart series.
General Structure.
Trigger: When someone Added To Cart.
Filters: Copy the screenshot to the right, be sure
the logic gates are set to AND.
Length: 2-3 emails.
Email 2: Follow up, core benefits/ *OPTIONAL*

offer.
Simple header + dynamic segment

+ CTA.
Purpose is to retarget the customer

and encourage the purpose, keep The dynamic segment will be
inserted here. The dynamic
this simple and sweet.
segment is created in Klaviyo
so when designing the
Highest revenue email in this flow. graphics you don’t need to
include it.
Structure:
https://help.klaviyo.com/hc/en-us/articles/360032871031-
[HEADER] How-to-Build-Dynamic-Blocks-in-a-Flow-Email
[Dynamic Segment]
You’ll notice this slide is taken
directly from the Checkout series
[CTA] slide. Because these two are pretty
much interchangeable.
NOTE: the dynamic segment set up

is different.
Email 2 Content
This email is a simple follow up to the previous. You’ll want to focus on the benefits of the brand and
the products. Here most likely the customer still needs a bit more education on the utility of your
products.
Center the copy on how the products benefit the consumer as opposed to centering it on things that
make the brand appear good.
[HEADER]
[Dynamic Segment]
[CTA]
[Educational Segment]
Hack.

segment everytime.
Include an offer in email 2/3 to nudge the purchasing decision.
In email 3 if you choose to have it, you can introduce some urgency
about stock levels etc.
Abandon Product series.
General Structure.
Trigger: When someone Viewed Product
Length: 2 emails.
Email 2: Follow up, core benefits & urgency

Email 1 Content + Examples. If you’re a single product
brand you don’t need
dynamic elements.
And if you’re a super

Simple header + dynamic segment high AOV store brand
+ CTA. you should encourage
customers to reach out
Purpose is to retarget the customer to connect, this will
and encourage the purpose, keep convert much better.
this simple and sweet.
The dynamic segment will be
With these flows the idea is to move inserted here. The dynamic
them to the purchase stage or at segment is created in Klaviyo
least move them along to the next so when designing the
step of the funnel. Which in this graphics you don’t need to
include it.
case is add to cart.
https://help.klaviyo.com/hc/en-us/articles/360032871031-
Highest revenue email in this flow. How-to-Build-Dynamic-Blocks-in-a-Flow-Email
NOTE: the dynamic segment is different

between the flows as the event it needs
to pull the images from is different.
Email 2 Content
This email is a simple follow up to the previous. You’ll want to focus on the benefits of the
brand and the products. Here most likely the customer still needs a bit more education on
the utility of your products.
Email 2 is also a great place to implement some FOMO and urgency. An angle to do this
would be to hint at ‘low stock levels’.

Hack.

segment everytime.
Include an offer in email 2 to nudge the purchasing decision, ensure

that the offer isn’t any greater than that offered in the later series.
Abandon Site series.
General Structure.
Trigger: When someone Active on Site.
Length: 1 email.
Simple banner + CTA.
The idea is to not be too direct

about the fact that they’ve been on
the website.
Send this email from the

perspective of the hopeful shop
assistant approaching the customer.
No need to over complicate this

email.
If you sell many SKUs then you’ll

want to include a dynamic display
of your best sellers collections?
Customer thank you
series.
General Structure.
Trigger: Placed order
Filters: Copy the screenshot to the right,

be sure the logic gates are set to AND.
Length: 3 emails + 1 alternative.
Email 1: Thank you email (split).

DELAY: ensure the delay is long enough
for the customer to receive the product.
Email 2: Cross pollination/ Education.

Email 3: Leave a review.
Simple header + long form thank you note +

CTA.
Purpose is to thank the customer for their

purchase, not to sell anything. The CTA can
be to direct traffic to social media or some
sort of FAQ.
Email 1.1 Content
Simple header + long form thank you note +

CTA.
Purpose is to thank the customer for their

purchase, not to sell anything. The CTA can
be to direct traffic to social media or some
sort of FAQ.
This is sent to people who are repeat

purchasers.
So, you want to alter the messaging slightly

or even use a plain text email from the
founder.
Email 2 Content + Examples
The second email is designed to educate and

cross-pollinate.
- The education aspect of it would be to

include content giving instruction on
the purchase or direct traffic to FAQ
pages.
- On the cross pollination aspect of it
would be driving traffic to your most
popular social media channel. This way
you increase the number of
touchpoints you have with your
customer.
Email 3 Content + Examples
Ask for a review asap.
The longer you wait the less warm the

customer becomes, also all sorts of issues
could arise over time as all products break in
the long-run.
Ensure the delay is long enough for the order

to be actually delivered.
Customer win back
series.
General Structure.
Trigger: Placed order

Length: 2-3 emails.
DELAY: set the delay to the 2x average

buying cycle.
Email 1: Come back reminder.
Email 2: Offer.
Email 3: Urgency of offer.
Simpler banner and some copy asking the

reader to come check out what they’ve
missed out on.
And then have multiple CTAs to a dynamic

display of the products they’ve missed/ best
sellers.
Email 2 Content
This email is a simple display of core product

offerings and a simple discount to attract the
customer back into purchasing.
Example offers/ discounts include:
- Free next day shipping

- Buy X get Y free
- Free product with every purchase
- $X off your entire order
- X% off your entire order
Email 3 Content (Optional)
Goal of email 3 is to add some urgency to the offer.

You can include a countdown timer that starts counting down from the
moment the email is opened/ sent using http://countdownmail.com/.
Aesthetic wise it will be very similar to email 2.

Customer upsell series.
General Structure.
Trigger: Fulfilled Order.

Length: 2 emails.
DELAY: set the delay to the 50% of

average buying cycle as this is NOT a re-
up flow.
Email 1: Check these out! *Optional* Offer.
Email 2: Offer incentive.

Email 1 Content
I generally like to include a discount here

simply because you’re trying to extend the
lifetime value of an existing customer.
Which means that any revenue from this

person has pretty much negligible acquisition
costs associated so it doesn’t hurt to give up
some upside for that extra nudge.
Email 2 Content
Goal of email 2 is to add some

urgency to the offer presented in
Email 1 or introduce an offer if not
offered in email 1.
You can include a countdown timer
that starts counting down from the
moment the email is opened/ sent
using http://countdownmail.com/.
Sunset unengaged
series.
General Structure.
Trigger: Joins Unengaged Segment.

Length: 2 emails.
Email 1: Good bye email + offer

incentive.
Email 2: Offer urgency + unsubscribe

option.
Mark as unengaged.
Email 1 Content + Example.
There are generally two ways you can go with the sunset series.
Plain text vs Designed.

Email 2 Content.
Here you can introduce an offer in

this email as a parting gift.
The offer here can be a pretty big
offer since retaining the customer
is extremely valuable.
Unengaged Segment configuration
Once iOS 15 kicks in I will change this definition.

Plain text vs Designed
emails.
Pros & cons of plain text emails.
Pros:
- Higher readability.
- Quick turnaround time, instant implementation.
- Ideal for building relationships with customers as when done right it’s very
personal.
- Lightweight, easier to bypass spam filters.
Cons:
- Not as effective at conveying visual products.

- Offers don’t stand out as much.
(I’m a huge fan)

Pros & cons of designed emails.
Pros:
- Ideal for conveying offer immediately.
- Communicates visual products effectively (fashion niche).
- High readability.
Cons:
- Clearly a marketing piece, doesn’t feel personal.

- Takes time to create.
- Overloading the email with graphics risks spam filters.
Use cases of plain text emails:
General rule of thumb for flows:
“Would it be better to have a real person (support) reach out compared to
automation?”
E.g. customer thank you, sunset unengaged, abandon checkout (for super high
AOV stores).
For campaigns:
Use sparingly or in situations where you don’t have the time to put together
creatives. General split would be 80/20 or 90/10.
Truth.
Most brands avoid plain text emails.
Because they think their list will perceive it as a “lack of effort” or won’t
respond to it.
Name of the game = pattern breaking.
Plain text is one of the least utilised strategies.

Sales campaign.
Sales campaign structure.
This campaign type is the most revenue generating campaign but use
sparingly.
The best structure for this type of campaign is a simple banner and call
to action.
The banner needs to convey the offer:
- Without the user needing to scroll.

- Communicate the offer in the first 3 seconds.
Offer structuring.
This is where I see most brands go wrong.
Offer creation is SO important to the success of your sale.
Completely separate video.
Please don’t run a sale without watching that video.

Campaign
Examples.
These campaigns
are super effective
at injecting the
business with a
surge of cash.
Announcement
campaign.
Announcement campaign structure.
Send these to announce an offer, collection or product.
It’s always good to prime your list for anything big that’s about to come.
Structure can be super simple:
Banner + CTA
Or if you’re announcing products then you can include educational

content about the new product.
Campaign
Examples.
These campaigns
will aid launch
campaigns and
sales campaigns.
Holiday campaign.
Holiday campaign structure.
Two types of holidays:
Invention: holidays that are totally made up. “International friendship
day” or “National bagel day”.
Convention: holidays that are traditionally celebrated. 4th of July,

Christmas, Easter etc.
https://nationaltoday.com/category/world/
Campaign
Examples.
Holidays are a
great excuse to run
promotions.
Content campaign.
Content campaign structure.
These can be good for education and building up some rapport with
your list.
Remember to drive traffic to high performing content.
E.g. if a video on YouTube is one that you want to rank then drive traffic
to that.
But never link to external websites, always place the content/ embed it
on your website and drive traffic to that so it becomes recorded on your
pixels.
Campaign
Examples.
Two & Four day
double down strategy
Two day double down strategy
Useful for 48 hour flash sales or quick launches.
Day 1:
2 emails, 1 in the morning and 1 booster campaign later in the afternoon or early
evening.
Sale/ launch starts.
Day 2:
2 emails, 1 in the morning and 1 booster campaign later in the evening.
The evening email should utilise a lot more urgency and scarcity to encourage
conversion prior to the launch/ sale event ending in the subject line. You can also
implement a countdown timer whilst keeping the rest of the content the same.
Four day double down strategy
Useful for slightly prolonged promotional periods and large scale launches.
Prior to launching (Day 0) you can send a non-sales email to prime the list for what’s
about to come also, this works especially well for both promotions and launches.
Day 1:
evening.
Day 2:
2 emails, 1 in the morning and 1 booster campaign later that afternoon/ evening.
Talk about the offer this email but also stress product benefits.
Day 3:
2 emails, 1 in the morning and 1 booster campaign later in the afternoon or

early evening.
Include social proof in this email, leveraging reviews and UGC.
Day 4:
This is the day is going to be centred around urgency and pushing for the
sale.
Two & Four day
Day 1:
evening.
Day 2:
Day 1:
evening.
Day 2:
Day 3:

early evening.
Day 4:
sale.
Two & Four day
Day 1:
evening.
Day 2:
Day 1:
evening.
Day 2:
Day 3:

early evening.
Day 4:
sale.
How to communicate email
designs to graphics team.
Copywriting structure.
Campaign name:
Date & time:
Sender name:
Subject line:
Preview text:
Content:
All of this will be in the description, feel free to just copy it into a word doc and use it as a template.
Content communication
Example: {content_type} : “insert_copy”
E.g.
Banner: “20% Sale Site Wide! 24
Hours Only”
CTA: “Order Now”
Reviews: “Copy relevant reviews
here”
Authority: “As Seen On. BBC LOGO,
Yahoo LOGO etc.”
Best practices.
1. Give your graphics team creative control.
2. Speed > perfection.
3. Minimal revisions if possible to achieve speed.
How to communicate email
designs to graphics team.
Copywriting structure.
Campaign name:
Date & time:
Sender name:
Subject line:
Preview text:
Content:
All of this will be in the description, feel free to just copy it into a word doc and use it as a template.
Content communication
Example: {content_type} : “insert_copy”
E.g.
Banner: “20% Sale Site Wide! 24
Hours Only”
CTA: “Order Now”
Reviews: “Copy relevant reviews
here”
Authority: “As Seen On. BBC LOGO,
Yahoo LOGO etc.”
Best practices.
1. Give your graphics team creative control.
2. Speed > perfection.
3. Minimal revisions if possible to achieve speed.
Email copy masterclass
Disclaimer: I’m not a world class copywriter.
… the good news is you don’t need to be either!

This video is just my understanding of copywriting specifically pertaining to e-
commerce email marketing.
1. Keep it simple.
2. Only a very small portion of your list actually reads anything past
the banner text.
3. Focus on communicating the offer.
4. Sell the click not the product.
5. Understand what stage of the customer journey the segment is in
(particularly relevant for flows).
6. Subject lines > Content!!!
7. Turnaround time above all.
How to write each email module.
Banner: here you want to keep the messaging simple. Communicate the offer
and the main motif of the email. Don’t over complicate this part as the text will
be embedded in the graphics itself.
Reviews: when it comes to reviews you can just copy and paste reviews from
your store, however I would correct any spelling and grammar mistakes. Try to be
selective with the ones you use.
If you know shipping time is a common objection you may choose one that says
“it was totally worth the wait”.
Or if you need to use the item for an extended period of time to see results you
may opt to use one that is along the lines of “I really felt the difference on day
12.”
Countdown timer:
https://countdownmail.com/
I will do a separate tutorial on how to implement this within emails.

Body copy: when writing the body copy I would focus on selling the click, use
this to convey longer form messages. If you find that you are trying to convey a
message that you want to be read then consider sending it as a plain text email.
Product display: this is a dynamic segment so you won’t need to write any copy
for this but I will create a module on how to set these up.
You want to use these segments to feature relevant products or when launching
new products and collections.
Authority factors: there’s only 2 ways to write copy for this…
“As seen on:”
“Featured in:”
“Our customers:”
After the copy you want to add a compilation of logos or photos of featured
publications, celebrity clients etc.
Discount codes: again only really a few ways you can word this.
“Apply code: {CODE} at checkout”
“Use code: {CODE}”

Guarantee: when writing the guarantee make it as bullet proof as possible, sell the
benefits/ transformation rather than features.
8 Rules To A Bullet-proof E-commerce Guarantee
1. Start with “100% unconditional money back guarantee” or some permutation of

that.
2. Sell the benefits/ transformation of your product NOT the features.
3. Integrate your USPs in the wording of your guarantee.
4. Personalise your guarantee.
5. Give the longest guarantee possible.
6. Demonstrate that getting a refund/ returns are easy and hassle-free.
7. Assure that there is no small text or hidden terms.
8. Name your guarantee.
Credits where credit is due I learnt this from Ray Edwards’ book “How to write copy
that sells”
High converting pop up
tutorial
High converting forms… 3 simple truths.
Good offer = crazy conversions

High traffic quality = leads with high buying intent

Optimising for mobile & desktop separately = killer results

Uncomplicating forms
● Offer
● Behavior
● Aesthetic
Offer
● No offer = can work if you have extreme brand loyalty, exclusivity or
scarcity.
● Info-product = can work super well but most brands don’t put in too
much thought.
● Discount offers = can be fixed or percentage, fixed for high AOV, %
for low AOV.
● Free shipping = works incredibly well if you are international or
that’s a common obj.
● Free item = works well, can frame as “bundle upgrades” etc.
● Giveaway = Highest converting generally but brings slightly lower
quality leads.
Behaviour: mobile
Mobile traffic generally accounts for 80% of traffic for the avg store so I’d
pay more attention here.
Mistake = loading immediately
- Increases bounce rate

- Lack of interest
- Lower quality leads
Best practice: slight delay of 20% to 50% scroll or 6 to 10 seconds delay.

Behaviour: desktop
Equally important as desktop leads generally have a slightly higher
conversion rate (doesn’t apply all the time).
Mistake = loading immediately
- Increases bounce rate

- Lack of interest
- Lower quality leads
Best practice: exit intent.

Other Behaviour Settings
● 5 to 14 day re show delay
● Don’t show to existing Klaviyo profiles
● Exclude cart and checkout URLs
Aesthetic
Copywise, less is more. Imagine you’re designing an email banner.
Communicate the offer, keep it simple.
Here’s an examples from e-commerce titans.

Email optimisation decision
framework
Metric interrelations
Every single metric is related to one another, understanding the relationship between them is the first stage to
figuring out how to optimise your emails.
Emails
- Open rate
- Click rate
- Conversion rate
- Unsub rate
Miscellaneous:
- Traffic quality
- Lead quality
- Offer quality
- Site conversion rate
The miscellaneous variable are more abstract, having an understanding of them will help you optimise your
emails.
Email metrics and definitions
Open rate
Click rate
Click through rate (Not the same as click rate)
Conversion rate
Unsub rate
Less quantifiable metrics to understand:
Traffic quality
Lead quality
Offer quality
Open rate is related to click rate, more people open, more people click.
2 types of click rates:
Number of clicks/ number of opens
Number of clicks/ number of sends
More clicks = more conversions.
Slightly more complicated than that.
Click intent matters too! Favour direct response when you’re trying to generate sales.
Conversion rate depends on the offer and the conversion rate of the site or landing
page you’re driving the traffic to.
A terrible offer will lead to a low to average conversion rate as the intent of the clicks
will be low.
A great offer will be able to convert on a low to average converting landing page.
Decision framework: emails
When optimising emails you first want to look at the $ amount of revenue it’s
generating.
Is it where it needs to be?
No? What seems to be the issue?
Good click rate but no/ low revenue = change the offer or landing page
Good conversion rate but low clicks = change the subject line, segment or preview
text
Terrible open no matter what = check your deliverability and go through the
deliverability modules.
Decision framework: flows
Optimise from top down.
Generally the deeper you go into flow the lower the conversion rate will be.
Common mistake: optimising the final emails of the flow, instead focus on high
impact emails first.
When to extend a flow?
If the final email still converts 3-5%+… time to expand!

Decision framework: forms
When it comes to forms there’s 3 factors to play with. In descending order of

magnitude:
● Offer
● Behavior
● Aesthetic
Common mistake: people split test aesthetics rigorously when it’s actually the offer
that’s the problem.
Start with the offer, work your way down.

Decision framework: general principals
“Test wide and narrow down.” ~ Boyuan
The way I like to visualise optimisation in anything advertising related is like trying
to find the desired state in an array.
The best way is to perform “binary search” until you find the the most optimal way.
Test polar opposite ends of the spectrum and then narrow down.
Conducting split tests: flows
Demo
Conducting split tests:
campaigns
Demo
Conducting split tests: forms
Demo
Conducting split tests:
segments
Demo
The Evergreen Black Friday
the black friday strat that’s guaranteed to crush
What the timeline looks like...
Black Month Announcement Email
2x weekly campaigns
➡➡➡ until Black Week
➡ Black Week Daily campaigns
➡ Black Friday Two campaigns (AM + PM)
➡ Black Friday Weekend Daily campaigns
➡ Cyber Monday Two campaigns (AM + PM)
➡ Cyber Monday Extended Daily Campaigns
➡ Relax😴 *Timeline excludes booster campaigns

Don’t be shocked!
The biggest objection I get from founders is, “This is too much”...
Yes, that’s why we need to be strategic about things!
But the truth is, every brand that absolutely KILLS during this period does this.
Consumer inboxes will be quite crowded during these times so you need to send
more to stand out.
“The squeaky wheel gets the grease.”

3 steps to avoiding high unsub rates....
1. Create a Black Friday Opt in/ out list…

2. Boost campaigns tactically (still works even after iOS15, just less accurate)
3. Exclude people who made a purchase during this period
Offer is king
Have 2 Offers, one for Black Month and One for Black Week!
Black Month Offer could be the an evergreen offer if you use one or the welcome
offer
And the Black Week Offer is the heavy one.
This is one that you KNOW converts.

What segments to send?
Highly Engaged - Whatever you define it as (if you can afford it you should extend
it a little😉)
Black Friday Opt In - Target people who opt in for every email
Existing customers
Winback opportunities - customers who haven’t placed order in X days
VIP - high value customers/ repeat purchasers
Whole list - for specific announcement emails
*note: don’t necessarily need to target all of these at once
Clear expectations🛒
● Your revenue will be THROUGH the roof.

● You engagement for the email (Open & Click) may decrease slowly as you go
deeper into Black Month, as long as metrics don’t fall to far then it’s to be
expected.
● This is not a long term strategy that you should repeat every month, we only
use this once a year for Black Friday, majority of other promos follow shorter
double down strategies.
How to never land in spam.
When to use this protocol
Please only perform this check for accounts that is consistently getting a 10% or
below open rate even after proper segmentation.
If for example the account has been sending campaigns to the whole list have a 5-
15% open can be expected.
Generally, softwares like Klaviyo are pretty good at maintaining sender reputation
so after proper segmentation you can quite consistently achieve above 20-25%
open rates with good engagement.
If you land in spam you might as well not send emails.
Klaviyo has its own way of ensuring deliverability but that’s largely out of your control.
However, there are steps that you should take in order to maintain your sender reputation, ensuring
your account is of best practice.
Tools you’ll need:

- Glockapps
- Google MX Checker
- Warmup Inbox
Step 1: complete Glock test
Ensure deliverability email is delivering to:
(In rough order of importance)
● Gmail (most important)

● iCloud/ Apple mail
● Yahoo
● Hotmail/ Outlook
● Aol (if you’re demographic is 30+)
Yandex, anything in .in or .ru isn’t important

Step 1a: analyze Glock test
If you’re landing in spam in Gmail then most likely your sender rep is super poor.
If you’re in promo tab most of the time it’s not good but the domain is not a
complete write-off.
In the case that you’re in spam for gmail most likely you’re in spam for others too
in which case I recommend buying a new domain and warming it up properly.
The new domain could be:
www.shop{{domain}}.com etc.
Step 2: Install DMARC, DKIM and SPF.
Instead of me listing the steps here is a click by click guide on what you need to
do to enable this.
https://www.loom.com/share/7d68ce7447f9495286f3ef1cbacda4cf
Step 3: Sign up to Warmup Inbox and complete setup
Please ensure you do this as an indication for good sender reputation is having a
healthy amount of incoming emails.
Step 4: sign up to 10 newsletters
Any newsletters will do.
Keep your inbox clean with filters.

Step 5: wait 1 week
You want to wait some time to give it some buffer room.
(2 to 4 weeks if it’s a new domain)

Step 6: Glock Apps
Do another Glock Test! Check results!

Step 7: Warm Up On Klaviyo
Set up flows first.
Monitor open rates.
Campaign 1: Highly engaged 60 or existing customers & website engagers
Campaign 2: Highly engaged 90
Campaign 3: Highly Engaged 120
Eventually you can test whole list if metrics align

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Common

“The more I send the more I make”.

The maths of why subject line matters

10% open rate = 1000 opens / 100 clicks / 30 conversions

20% open rate = 2000 opens / 200 clicks / 60 conversions

- Takes less time

- Less brain power

It’s important to keep your team accountable to the % revenue

Sign up/ Log in to Klavyio here.

Length: 3 emails with 1 booster.

Email 1: Brand introduction + Offer.

Email 2: Brand story/ values/ benefits + Offer.

Email 3: Cross-pollination + Offer.

Simple banner + Offer + CTA.

Purpose convey the offer asap,

You can take several approaches to

The purpose is to convert first time

Highest revenue email in this flow.

The intention of this email is to redirect traffic to your social

If your Instagram is the strongest asset go with that, if it’s

The structure can be super simple:

[CTA] // linked to the relevant channel.

Length: 3-4 emails

Email 2: Come back reminder + trust factors.

Email 3: Come back reminder + Offer (optional).

Simple header + dynamic segment + CTA.

Purpose is to retarget the customer and

start between 1-2 hours range. //code to pull product name

//code to redirect to checkout

Customer journey/ psychology.

- No offer, straight up reminder email.

You can see this catches out A HUGE majority of

Total this flow recovers 15-25%.

*OPTIONAL* email 4 slightly bigger discount/

Save email 1 as a template so you don’t need to recreate the dynamic

Length: 2-3 emails.

Email 2: Follow up, core benefits/ *OPTIONAL*

Simple header + dynamic segment

Purpose is to retarget the customer

NOTE: the dynamic segment set up

Customer journey/ psychology.

Save email 1 as a template so you don’t need to recreate the dynamic

Include an offer in email 2/3 to nudge the purchasing decision.

Email 2: Follow up, core benefits & urgency

And if you’re a super

NOTE: the dynamic segment is different

Customer journey/ psychology.

Save email 1 as a template so you don’t need to recreate the dynamic

Include an offer in email 2 to nudge the purchasing decision, ensure

Simple banner + CTA.

The idea is to not be too direct

Send this email from the

No need to over complicate this

If you sell many SKUs then you’ll

Filters: Copy the screenshot to the right,

Email 1: Thank you email (split).

Email 2: Cross pollination/ Education.

Simple header + long form thank you note +

OPTIONAL email 4 slightly bigger discount/

Email 2: Follow up, core benefits/ OPTIONAL

Email 1: Check these out! Optional Offer.