Improve your marketing metrics

The successful deliveries metric is the total count and percentage of your emails that are delivered to your subscribers. To increase successful deliveries, you can:

• Clean your list
  Clean your list by creating a segment of unengaged profiles and exclude it from the majority of your campaign sends.
• Create a soft bounce segment
  Proactively remove soft bounces to boost your deliverability performance. Klaviyo automatically suppresses profiles that soft bounce 7 consecutive times; however, each time an email bounces, your deliverability is affected. Create a segment that identifies chronic soft bounces. When building out your segment, include anyone with at least 4 bounced emails in the last 90 days and who is not suppressed.
• Adjust sending frequency
  Keep a regular sending cadence with your subscribers, especially those who are most engaged. Avoid sending too many campaigns over a short amount of time to the same recipients, it can overwhelm your subscribers and increase the likelihood of them unsubscribing or marking your emails as spam. Make adjustments as needed to gain consistency and maintain a healthy sending frequency.

Example: Bola's Baked Goods has been seeing a decrease in successful deliveries and a high bounce rate. They create a soft bounce segment to avoid sending to profiles that have had 4 emails bounce in the last 90 days. They now send fewer emails to these profiles that are likely to bounce. They improve their successful deliveries and as a result, their overall deliverability.

Open rate is the rate at which your customers open your emails and is thus a prominent measure of engagement. To increase open rate, you can:

• Enhance your subject lines
  Grab your recipient's attention and encourage them to click to read your email content. Craft compelling and personalized subject lines that connect with your audience and promote opens. Tease an incentive, add your recipient's name, or emphasize your call-to-action so your user is more compelled to open your message.
• Target your engaged segment
  Send to an engaged segment of profiles who have recently interacted with your content and are likely to continue to do so. Target this engaged segment with content relevant to them. This is a great way to improve deliverability as well.
• Adjust sending frequency
  Keep a regular sending cadence with your subscribers, especially those who are most engaged. Avoid sending too many campaigns over a short amount of time to the same recipients, it can overwhelm your subscribers and increase the likelihood of them unsubscribing or marking your emails as spam. Make adjustments as needed to gain consistency and maintain a healthy sending frequency.

Example: Bola's Baked Goods sees that unique opens are down, and thus fewer people are seeing their messages. After looking at their sending history, they realize that they've been sending twice as many emails as they were in the previous 90-day period. They adjust their sending frequency to send fewer messages to this audience. Their subscribers seem happy with this revised frequency as the Bola's Baked Goods team sees an increased open rate.

Click rate is the percentage of people who click a link in your email out of the people who receive your email. To increase click rate, you can:

• Optimize your CTA
  Craft one main, compelling call-to-action (CTA) for each marketing message. Optimize the placement and positioning by moving it up higher in your message, and at the forefront of someone’s attention. Ensure that it works well on mobile, is prominent in your design, and includes text that makes them want to click (e.g., action verbs like “Shop now,” “Get started,” “Learn how,” etc.).
• Include incentives
  Target your audience with incentives tailored specifically to them. Strategically use sales, free shipping, or other incentives that don’t cut too much into your profits that will encourage your recipients to click to your site.
• Ensure your content is accessible
  Test that your messages work properly on all platforms and are accessible across devices and email inboxes, like Gmail and Outlook. Ensure that all recipients are able to open, click, and progress through your marketing journey as intended.‍

Example: Bola's Baked Goods recently launched a new product targeting their most engaged subscribers with a special offer. Despite targeting this highly engaged segment and seeing high open rates, they are struggling with poor click rates. Investigating the reason behind the poor performance they found that their CTA was hard to see against their background image. Moving forward, they ensure that all future campaigns have a prominent CTA visible within their email content.

Conversion rate measures how often subscribers become customers. To increase conversion rate, you can:

• Evaluate the performance of other KPIs
  Increase successful deliveries, open rates, and click rates to bring more engaged users to your site. When you improve these metrics, you are more likely to also improve conversion rates, as you’ll drive more people to your site to purchase.
• Improve the checkout experience
  Evaluate your checkout experience from your customer’s perspective. Identify any points at which you might be losing their attention or making it difficult to complete their purchase. Avoid changing the checkout experience for repeat buyers who prefer familiarity as they engage with you on an ongoing basis.
• Leverage flows
  Use Klaviyo flows to re-engage your potential customers. Add an abandoned cart flow to remind users of items that were left in their cart. Use a browse abandonment flow to send targeted messages to site visitors who didn't quite make it through to purchase.

Example: Bola's Baked Goods has started using SMS to target VIP customers. They see high click rates as a result of their compelling marketing copy, but are struggling to see conversions. They evaluate the issue from their customer's perspective and find that the mobile version of their site is a poor user experience. Users visiting their site from their phones have a hard time completing their purchase and are abandoning the process. Bola's Baked Good's improves their mobile checkout experience and sees major improvements.

Form submit rate measures how often site visitors submit a sign-up form on your website. To increase form submit rate, you can:

• Improve copy
  Adjust the language in your forms to be more compelling, especially your call-to-action. Give your CTA a compelling label such as “join the club” or “become a VIP” to foster a sense of belonging and encourage submission.
• A/B test content
  Test different versions of your forms to discover what resonates most with your audience. Make small changes between 2 different forms to test one difference at a time. Consider changing the language or incentive. Update your sign-up experience based on your findings and drive more submissions.
• Clarify what site visitors are signing up for
  Make it clear to your potential customers what they can expect from your messages and allow them to choose what type of messages they’ll receive. Use multi-step forms if you are asking them to sign up for SMS. SMS is a new channel to most, this will ensure that it does not detract from your ability to capture a subscriber’s email.‍

Example: Bola's Baked Goods is in the process of building their list, but aren't experiencing the list growth they want. They have great web traffic and their sign-up forms are appearing to a lot of users, but they have a low form submit rate. They decide to A/B test the content of their sign-up forms to see what copy best compels website viewers to fill out their forms. After a month of testing, they see that their new form variation performs much better than the original. They take these learnings and make updates to their sign-up forms.

Revenue is a measure of your company’s profit, including your owned revenue in Klaviyo as well as revenue gained via channels not directly in your control. To increase revenue, you can:

• Target an engaged segment
  Send to an engaged segment of profiles that will likely continue to interact with your content. Target this engaged segment with content relevant to them. This is a great way to improve deliverability and ensure that you direct your marketing spend towards those more likely to purchase.
• Leverage flows
  Implement flows to re-engage your potential customers. Build upsell or cross-sell flows to encourage a second, potentially high-value, purchase. Add a repeat purchase nurture series flow to leverage predictive analytics about someone to determine their expected date of next purchase and deliver targeted messaging when that date arrives.
• Introduce a loyalty program
  Identify and nurture a solid group of loyal customers. Use clever branding and segmentation to create a VIP experience that encourages repeat purchases. Capture reviews from your VIP customers and position them across your marketing promotion as advocates for your brand. Empower your most loyal customers to encourage others to convert.

Example: Bola's Baked Goods has seen great success from their KPIs across the whole customer journey, but they are not quite happy with their average order value. They want to maximize the effectiveness of their marketing and decide to leverage flows. They build an upsell flow to target customers who purchased recently and encourage them to make an additional purchase, positioning a more expensive product. After the flow has had some time to run, they see an improvement in their average order value as a result of this automation.