Reach Your Target Audience with Klaviyo Email Campaigns
Did you know, email is one of the most widely used forms of communication? In fact, 90.3% of Americans in the U.S. have an email account. Therefore, if you’re looking to connect with a wide audience, email marketing is an excellent place to start.
Here at Pinckney Marketing, we utilize the email marketing platform Klaviyo to create engaging campaigns that provide value to our client’s target audience.
Continue reading to learn how we create eye-catching campaigns through Klaviyo, as well as some examples to incorporate into your email marketing strategy.
Creating an Email Campaign
1. Upload a Target List
The first step to creating a campaign is compiling a list of contacts to send the emails to. Klaviyo makes this easy by allowing you to upload a contact list of previous customers, event attendees, prospects, etc. directly into their system.
You will first need to create this list in a spreadsheet platform and then upload it to Klaviyo – make sure it is in .CSV format and the header of the first column includes the word “email.” Add other columns of your choosing such as name, birthday, gender, and location to further organize your data.
2. Build Base Templates
Next, you will need to create base templates for the different types of campaigns you will be sending out.
Under the “Create Template” tab in Klaviyo you can build saved “blocks” of information that will be standard across all of your emails i.e. headers and footers featuring your company logo, contact information, social media handles, etc. Taking the time to create these blocks will allow you to quickly and easily send email campaigns in the future.
3. Write an Attention-Grabbing Subject Line
After selecting a template and your list of recipients, you will need the “subject line,” which is the main title of your email.
In order for people to feel compelled to open your email, the subject line needs to be noteworthy – it should make them want to click on the email to read more. For example, if you are promoting a sale or discount, the subject line should make that clear in an enthusiastic and creative manner. Depending on your brand’s voice, you could even insert a funny joke or pun to spark interest. However, if your brand is known for being formal or educational, it’s best to get straight to the point in the subject line.
4. Add Preview Text
Next, you will need to write the preview text, which compliments the subject line. If the subject is meant to catch attention, then the preview text is meant to inform the reader about what the email is about.
For example, if your brand is promoting an end of winter sale, your subject would be “LAST CHANCE – Winter Sale ending soon!”, while your preview text should tell a little more about what you are offering such as “Jackets, Coats, and Pants are 50% this week only.” Many customers decide whether or not they are going to click on the email based on the subject line and preview text, so the content needs to capture their interest.
5. Create the Campaign Content
Assuming you have already written and edited actual content for the email, you can continue on to this step. Have your creative team design the email using eye-catching design.The goal is to foster clear imagery that sparks curiosity and is easy for your subscribers to read. Short image blocks with a variety of graphics compel the reader to scroll to the end of the email. You can even get creative by adding gifs, or animated images, as well as infographics, photos of happy customers, and any other interesting content that you want to share!
You want to be sure that your email directs customers to more information, which is why it is vital that your email includes a call to action (CTA), such as “Buy Here” or “Click Here to Sign Up.” Once your email is finished, you can simply insert it into Klaviyo.
Here at Pinckney, our graphic design team creates visually appealing images and messages that when clicked on, direct customers to the brand’s website.
6. Send a Preview Email
After creating your email campaign, you will want to make sure it is perfect before sending it out to your audience. Any spelling or grammatical errors could completely discredit your brand.
Klaviyo has a feature that allows you to send test emails that show what the email content, subject line, and preview text will look like in your audience’s inbox. Send tests to yourself and your team for final edits. This way, you can be confident that your email is picture-perfect before sending it out to your customers.
7. Schedule or Send the Email
After you have completed any final edits and last minute touches, your campaign is finally ready to send to your subscribers. With Klaviyo, you can send the campaign immediately, or schedule it for a future date and time.
Many people don’t realize the importance of timing when sending out an email campaign – you have to catch your audience at the ideal time, otherwise your email will sit unopened in their inbox. We like to schedule most emails for Tuesday through Thursday at 10 A.M. since according to research, this is the best time for maximum views and engagement.
Email Campaign Ideas
So what occasions should you send emails to your customer segments? Here are some examples of different types of email campaigns.
1. Welcome New Subscribers
When a new customer subscribes to your campaigns it is always a good idea to send them a welcome email! In this email, show them what they can expect from working with you and thank them for connecting with your brand. We suggest giving them a special discount code to show your appreciation and make a good first impression!
2. Announce Promotions
Whenever your brand is running a promotion or sale, it’s beneficial to let your subscribers know! You would be surprised at how many companies don’t bother putting the word out there. Send out an email announcing the promotion and explaining what products are included in the sale. You could even send a reminder email just before the sale is about to end.
3. Tell Your Brand’s Story
Telling your brand story creates an emotional connection with your audience since it is how your customers will remember you. In your brand story, include information such as why you started your business, as well as your goals, passions, and background. Remember to keep it short and to the point since readers have reduced attention spans when browsing online.
4. Ongoing Newsletters
A weekly, monthly, or quarterly newsletter is an excellent way to keep your customers engaged and in the loop about what is happening with your business. Include information about new products and services, upcoming events, recently posted blogs, industry news, job postings, and so on.
Connect Your Brand to Your Target Audience
While you know that email campaigns are a highly effective way to engage with your customers and prospects, it’s important not to overdo it by sending too many emails, as this could drive customers to unsubscribe from your list. As a rule of thumb, try not to send more than 1-2 emails to the same subscribers per week. This way, your customers stay informed and connected to your brand without feeling like they are being bothered.
If you’re looking to improve your email marketing campaigns to engage your target audience, don’t hesitate to contact us to set up a free strategy session to discuss your goals.