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Best Practices From Top-Performing Brands

Customer Advocacy: Turning Fans Into Brand Promoters

Brand of the week 🌟

Top Read 📚 🤩

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Best Practices From Top-Performing Brands

The fastest-growing brands on Klaviyo are seeing over 240% annual growth in Klaviyo-attributed value (KAV). Here’s what these brands are doing to drive those results—and how you can do the same. All the data and strategies mentioned below are researched by the Klaviyo. 

If You Aren't Using Sms, Start Now

Quickly grow your owned marketing revenue by launching SMS, and sending weekly SMS campaigns. Launch a pop-up form targeted to your email subscribers encouraging them to join your SMS list. Set up an SMS welcome series and send at least one campaign per week.

1. Launch pop-up forms targeting email subscribers to join your SMS list.

2. Implement SMS consent collection:

• Use click-to-text for mobile forms.

• Collect at checkout across platforms (e.g., Shopify, BigCommerce).

• Utilize Facebook Lead Ads to gather contacts for Klaviyo.

1. Set up an SMS-only welcome series with virtual contact cards to reduce unsubscribe rates.

2. Actively send at least 2 SMS flows, focusing on personalized messages. Prioritize the following flows:

• Welcome series

• Abandoned cart

• Order confirmation

• Back-in-stock

• Price Drop

1. Aim for 4 SMS campaigns monthly, maintaining a 7% click rate.

2. Segment SMS sends for increased engagement, targeting 2-3 per week.

3. Maximize your SMS revenue now!"

Grow Your List(S)

The bigger your audience, the more revenue you can bring in. You should have at least two sign-up forms live, but don't stop there. Encourage your email subscribers to join your SMS list, build a VIP audience, and add consent at check-out to get started. Use forms to grow your list and your first-party database so you can segment even further.

To maximize revenue, implement multiple sign-up forms on your website, encouraging subscribers to join your SMS list, VIP audience, and collecting consent at checkout. Employ these strategies:

1. Launch at least two on-site forms, including pop-ups and embedded forms.

2. Maintain a monthly submit rate > 3.0%.

3. Collect consent at checkout.

For entrepreneurs:

• Utilize exit intent pop-ups and footer forms.

• Collect email consent during checkout.

• Sync subscriber lists with Meta and Google for lookalike audiences.

For small businesses:

• Experiment with homepage sign-up forms, pop-up timing, content, and targeting.

• A/B test fly-out forms for cross-sell opportunities.

• Optimize forms with Klaviyo AI for display time.

For enterprise brands:

• Use UTM targeting and quizzes for personalized form experiences.

• Prioritize forms for progressive profiling and omnichannel personalization.

• Personalize further with Klaviyo's API for embedded forms and site banners.

Segment Your Campaigns

Segmentation increases click rates, order rates, and deliverability. Your active profiles are the most important part of your list. Active profiles are subscribers who have engaged in the last 180 days. Keep that part of your list growing, and active, with segmentation. Creating more segments helps you increase your campaign volume by sending smaller, more targeted campaigns to specific audiences.

Segmentation is essential for increasing click rates, order rates, and deliverability by targeting active profiles, and subscribers engaged within the last 180 days.

Segmentation Checklist:

• Send 3/4 of campaigns to segments rather than lists.

• Utilize 8 or more unique segments per month.

• Employ tiered engagement or RFM segmentation strategies.

Best Practices & Priorities:

1. For email, maintain a good sender reputation for inbox placement.

2. For SMS, segment and engage the most active subscribers frequently.

3. Personalize messages across channels for higher engagement.

For Entrepreneurs:

• Focus on fully engaged audience segments to maximize reach.

• Build loyalty with VIP customers by fostering personal relationships and offering incentives like early access, discounts, or surveys for feedback and preferences.

Drive More Revenue With Campaigns

Across channels, top-performing brands send at least 12 campaigns per month across email and

SMS. You can drive more growth with even just one campaign per week, and easily increase campaign

volume with segmentation. Campaigns with an element of urgency work best, like product launches and limited-time offers. Gut-check your campaigns

by asking. "Would I want to receive this?"

Multi-Channel Campaigns:

• Top brands typically execute at least 12 campaigns monthly across various channels.

• Even one campaign per week can spur growth; segmentation can increase campaign volume.

• Urgent elements like product launches drive better results.

• Gauge campaign effectiveness by considering recipient's perspective.

Campaign Checklist:

• 2 weekly email campaigns to engaged segments.

• Additional segmented email campaigns (~12 monthly).

• Monitor and maintain high engagement:

  • Email: 47% open rate, 2.15% click rate, 0.41% order rate.

  • SMS: Aim for a 7% click rate.

Best Practices:

1. Snackable Content Campaigns:

   1. Short, engaging blog posts providing value.

   2. Encourage interaction beyond product promotion.

   3. Frequency: 1-2 emails/month; adapt promotion channels based on engagement.

2. Traffic-Driving Events Campaigns:

   1. Promote novelty or urgency without discounts.

   2. Diversify marketing tactics to boost AOV and LTV.

   3. Frequency: 2+ messages/month; test email vs. SMS effectiveness.

3. Product Promotion Campaigns:

   1. Regularly promote products or categories.

   2. Aim for consistency in weekly promotion.

   3. Use segmentation to target interested audiences.

Add More Automated Flows

Flows drive the most revenue per recipient (RPR)

because they send automatically based on someone's behavior. One secret to flows is more flows, not necessarily complex flows. Maximize flow revenue by adding more automations across the customer journey. Start with welcome flows for email and SMS, browse and cart abandonment, post-purchase, win-back, sunset, and VIP flows.

Flows, driven by automated behavior-based triggers, yield high Revenue per Recipient (RPR). Expanding flow quantity, rather than complexity, maximizes revenue.

Maximize revenue through multiple automated flows across the customer journey, including welcome, abandonment recovery, post-purchase, win-back, sunset, and VIP flows.

Checklist for Automated Flows:

• Target a 2.6% average flow order rate.

• Maintain a flow bounce rate below 0.35%.

Flow Launch Priorities:

• Entrepreneurs: Initiate 2-4 flows to capture and convert traffic.

• Small Businesses: Deploy 7 common flows, including welcome, abandoned cart, browse abandonment, win-back, review request, post-purchase, and back-in-stock.

• Enterprise Brands: Implement 10 or more flows, focusing on integrations such as loyalty programs and price drop alerts, alongside core flows.

Best Practices & Strategic Guidance:

• Treat flow strategy as a nurture program to enhance Lifetime Value (LTV).

• Automate timely and targeted touchpoints to strengthen consumer relationships, mirroring in-store interactions.

Customer Journey:

1. Discover: Welcome series flow for strategic lead captures.

2. Convert: Browse abandonment flow for browsing without purchase.

3. Convert: Cart abandonment and checkout abandonment flows for incomplete orders.

4. Engage: Post-purchase flow for customer education and product usage tips.

5. Engage: Review request flow upon order delivery.

6. Nurture: Predictive analytics-driven flow before and after predicted purchase dates for cross-sell and up-sell.

7. Nurture: Win-back flow for retention offers after 180 days without ordering.

Priority Checklist for Accelerated Growth

FOR ENTREPRENEURS:

1. Expand acquisition methods through on-site forms and ad audience integrations.

2. Set up key flows to nurture leads towards first purchases.

3. Establish a weekly campaign schedule to drive sustained engagement.

4. Monitor and analyze subscriber growth metrics for continuous improvement.

FOR SMALL BUSINESSES:

1. Invest in end-to-end lifecycle marketing automation for incremental revenue.

2. Utilize segmentation for personalized omnichannel experiences.

3. A/B test content within campaigns and forms to optimize engagement.

4. Monitor industry benchmarks to ensure competitive performance and adjust strategies accordingly.

FOR ENTERPRISE BRANDS:

1. Identify underperforming areas in the customer journey for optimization.

2. Invest in deep segmentation and personalization across channels.

3. Engage in active A/B testing for subject lines, CTAs, content, and timing.

4. Implement advanced analytics to track customer behavior and preferences for targeted marketing.

5. Collaborate cross-functionally to align marketing strategies with broader business objectives.

Customer Advocacy: Turning Fans Into Brand Promoters

Building Brand Loyalty through Customer Advocacy Marketing

In today's world, where consumer expectations are soaring and brand loyalty is harder to come by, innovative solutions are key. Enter customer advocacy marketing, a strategy fueled by first-party data insights and customer sentiments. 🚀

What is Customer Advocacy? 

Customer advocacy marketing aims to transform customers into enthusiastic brand promoters. Unlike traditional metrics like Net Promoter Score (NPS), which gauge intent, advocacy marketing delves deeper. It measures both customer sentiment and their actions in support of the brand. 💬

How Does Advocacy Drive Loyalty? 

By tapping into the wealth of data provided by customers themselves, brands gain invaluable insights into loyalty levels. Analyzing customer advocacy activities unveils where they stand in the loyalty journey. It identifies the most valuable customers—those who not only buy but actively advocate for the brand—while pinpointing areas for improvement in the customer experience. With this knowledge, brands can effectively personalize experiences, tailor campaigns, and nurture relationships. 📊

Benefits of Customer Advocacy for Retailers:

1. Enhanced Customer Value: Brand advocates boast higher customer lifetime value (CLTV) and engagement rates, unlocking revenue potential within the existing customer base. 💰

2. Improved Acquisition: Advocacy marketing relies on word-of-mouth referrals, leading to a 10-30% increase in new customer acquisition rates. 📈

3. Organic Growth: With loyal customers doubling as brand promoters, marketing expenses decrease, driving higher organic growth rates. 🌱

The Six Stages of Customer Loyalty:

1. Awareness: Introducing the brand to potential customers through trusted sources. 👀

2. Research: Gathering information where positive reviews and recommendations play a pivotal role. 📚

3. First-Time Customer: Converting a one-time buyer into a repeat shopper with exceptional product quality and customer experience. 🛍️

4. Repeat Customer: Establishing trust and reliability through consistent positive experiences. 💼

5. Client: Transitioning from repeat purchases to routine patronage, solidifying loyalty. 🛒

6. Advocate: Reaching the pinnacle of loyalty, where customers actively promote the brand to their networks. 📣

Reimagine Loyalty with Advocacy Marketing: Building an advocacy marketing strategy fosters brand loyalty and drives sustainable growth. By prioritizing exceptional customer experiences and leveraging customer advocacy, brands lay the groundwork for lasting success. 💡

Customer advocacy marketing emerges as a game-changer in the quest for loyalty, shaping the future of brand-consumer relationships. 🌟

Brand of the Week ✨

Eat Happy Kitchen

\

Meet Anna Vocino, the founder of Eat Happy Kitchen, 🌟. She's all about delicious food that's organic, high-quality, and free of added sugar. 🍽️ Anna herself follows a low-carb diet and has authored two best-selling cookbooks, aptly named Eat Happy and Eat Happy Too.

In 2002, Anna received a diagnosis of Celiac Disease, inspiring her to embark on a mission: crafting tasty, gluten-free, sugar-free, and grain-free versions of beloved comfort foods. Today, her culinary repertoire boasts over 300 recipes across her cookbooks, with hundreds more on her blog (annavocino.com). And now, with the release of Marinara Meals, there are even more delights to savor.

Beyond the kitchen, Anna is a co-host of "The Fitness Confidential" podcast with celebrity trainer Vinnie Tortorich. But that's not all—she's also an actor, comedian, voiceover artist, and podcaster. 🎙️ Anna warmly invites you to join her private Facebook Group, where you can access recipes, receive extra guidance, and find empowering support.

Step into Anna's world of passion and flavor—welcome to Eat Happy Kitchen! 🥳

Top Reads📚

Our Home Accelerates Growth with Strategic Acquisition of Sonoma Creamery ~ 3 May 2024, PR Newswire

ButcherBox Acquires Truffle Shuffle ~  2 May 2024 PR Newswire

The Simply Good Foods Company to Acquire Only What You Need (OWYN) ~ 29 April  2024 Reuter

Williams-Sonoma to pay $3.2M for violating FTC’s Made in USA order ~ 1 May 2024,  Retail Dive

Exclusive: General Mills explores sale of $2 billion-plus yogurt business in North America, sources say  ~ 30 April 2024 Reuters

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