At Webmefy we work with the most powerful tools to help you complete the digital leap of your company and for this, a fundamental step is Klaviyo, the professional mail marketing application that analyzes the behavior of your customers on your website . With this software you can create personalized newsletters based on that behavior, which exponentially increases the chances of success. However, there is a word that gives newsletters nightmares… That is none other than the word “SPAM”.
Because SPAM is to newsletters what kryptonite is to Superman or holy water to vampires. You have to try to avoid it by all means, but the truth is that this is often not easy, because users are reluctant to receive this type of communication and end up marking it as SPAM. What can we do to avoid this?
Traditionally there has been a belief that the massive bombardment of electronic correspondence was a successful path to success. However, experience has shown that this is quite far from reality and that what it provokes in the receiver is a strong rejection. There is no specific solution, but Klaviyo has gone to work to ensure that your emails avoid that dreaded folder.
With this tool we have access to a multitude of data regarding the interaction of our clients with our newsletters : opening rate, click rate, unsubscribes, bounces, marked as SPAM, etc. Therefore, our job will be to analyze all this data to find out which emails work better and which ones do worse.
We also have to know how the algorithm behaves that email servers like Gmail or Yahoo follow, since each one has its own characteristics. In this sense, so much progress has been made that these algorithms are capable of analyzing by themselves the interaction of customers with our emails. If this interaction is reduced and spaced out over time, it is very likely that these emails will fall into the SPAM folder, since the algorithm will interpret that they are no longer relevant.
1. Review the subscription process
We must be clear about where each email address that we have on our list comes from. If we know how each of them has arrived, we will be much closer to the goal of being relevant to the recipients, since we will be able to focus a different campaign for each user profile . If he has specifically registered to receive the newsletter or if he has subscribed when formalizing a purchase. Each profile is different and we must know them all.
2. An updated email list
It is useless to send emails to users who have ceased to be interested in our online store. For this reason, regular cleaning is necessary on this email list . If you have never done one, you should update it every fifteen days and, if you consider that you have it updated, you can reduce the frequency. The objective is to focus our strategy towards those users who really show interest in our activity.
3. Identify engaged customers
Once you've done a good clean on your email list, it's time to locate those who interact the most with our communications . This is a simple task, since Klaviyo gives us very powerful reports from which it is easy to extract this information. The ideal is to compose a segment of compromised profiles , since it is very likely that these will open our email, which will also contribute to the algorithm of their mail manager recognizing us as a sender of real interest.
If a user has opened one of our emails in the last 30 days, we will consider them a compromised user. Obviously, this will greatly reduce the size of our list, but it will ensure that we focus our forces in the right direction. We will soon realize that the opening rate of our emails increases.
4. Pay attention to metrics
Klaviyo offers a large amount of information and it is our responsibility to analyze it in depth to draw the best conclusions. This takes a lot of time and probably won't pay off in the short term, but it does work in the long run. Reaching an open rate of 25% or more is an ambitious goal that will help us attract new customers.
5. Make content adjustments
If you've been doing all this work for three or four weeks and you're starting to see results in open rates or unique clicks, you're already on the right track. At this point you have to analyze which emails have worked better and which ones worse , to adjust them little by little. This is the best way for your client to feel identified with your brand.
6. Whitelabel (white label) in your emails
Adding some CNAME records to your hosting provider can be very helpful in some cases as it adds an extra layer of domain authentication. This layer tells ISPs that these emails are authentic and trustworthy.
If you are interested in starting to work with Klaviyo, you can do it from here.
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