{"id":3180,"date":"2020-10-27T19:42:25","date_gmt":"2020-10-27T18:42:25","guid":{"rendered":"https:\/\/lowgravitysolutions.com\/?p=3180"},"modified":"2023-04-19T08:44:30","modified_gmt":"2023-04-19T06:44:30","slug":"email-marketing-klaviyo-abandoned-cart","status":"publish","type":"post","link":"https:\/\/lowgravitysolutions.com\/email-marketing-klaviyo-abandoned-cart","title":{"rendered":"Email Marketing Case Study: Klaviyo Abandoned Cart Sequence recovers $15,300 in two weeks ($18,584 total!)"},"content":{"rendered":"
[et_pb_section fb_built=”1″ admin_label=”section” _builder_version=”4.16″ custom_padding=”0px|||||” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_row admin_label=”row” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” custom_margin=”|auto|32px|auto||” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||” theme_builder_area=”post_content”][et_pb_text admin_label=”Intro text” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” custom_padding=”|||3px||” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n
Low Gravity Solutions (LGS) was hired to start the email marketing program for one of the largest [musical] drum sellers and distributors in the U.S. They have a thriving retail location, tons of website traffic and sales, and are integrated with other 3rd party marketplaces. Despite all of this, they had no formal email marketing plan except for an abandoned cart email. In this 2-week case study, you’re going to see how we switched email platforms to Klaviyo and:<\/p>\n
You can see that even though you’re doing almost everything right, things can still get drastically better when you put your trust in the right hands.<\/p>\n
[\/et_pb_text][et_pb_image src=”https:\/\/lowgravitysolutions.com\/wp-content\/uploads\/2020\/10\/Flow-overview.png” alt=”Klaviyo flow overview” title_text=”Klaviyo flow overview” admin_label=”Image – Klaviyo dashboard overview” _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ disabled_on=”on|on|on” _builder_version=”4.16″ _module_preset=”default” disabled=”on” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”1_2″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text admin_label=”Table of contents” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” custom_padding=”|||6px|false|false” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n
[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text admin_label=”Table of contents” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” custom_padding=”|||6px|false|false” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n
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[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”row” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||” theme_builder_area=”post_content”][et_pb_text admin_label=”Email marketing before LGS” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n
This client knows the power and value of collecting email addresses and had been doing it for multiple years. They were using MailChimp and even had a few segmentations in their audience for better targeting. However, they weren’t really using the account correctly, and because they are so high volume, they regularly exceeded MailChimp’s API capabilities and could not connect their e-commerce store. The owner would contact his list around the holidays for sales events, and he would email his local segment whenever there were special events.<\/p>\n
But there was no strategy, no schedule, and no automations. To make it worse, because the integration with Magento never worked (their e-commerce platform), they couldn’t track sales from those one-off campaigns or have any idea of what, or anything, was working.<\/p>\n
To their credit, they were using the built-in Magento abandoned cart functionality. They stuck to a pretty generic template, repeating the same email for 3 days after the platform detected an abandoned cart. This abandoned cart still managed to recover $4,800 per month over a 44 month period, with an abandoned cart recovery rate of 1% over that same period. So, those are the benchmarks Low Gravity Solutions needs to beat.<\/p>\n
[\/et_pb_text][et_pb_image src=”https:\/\/lowgravitysolutions.com\/wp-content\/uploads\/2020\/10\/Magento-Lifetime-Abandoned-Cart-e1603820280589.png” alt=”Magento Lifetime Abandoned Cart” title_text=”Magento Lifetime Abandoned Cart” admin_label=”Image – Magento abandoned cart” _builder_version=”4.16″ _module_preset=”default” width=”60%” module_alignment=”center” custom_padding=”16px||16px||true|false” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_image][et_pb_text admin_label=”Email marketing with LGS” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n
Before we could get to the abandoned cart sequences, we first needed to transfer off of MailChimp and get on a more reliable, better-performing e-commerce email platform. That meant transferring his entire MailChimp account over to Klaviyo<\/a> and integrating it with Magento. As soon as that was done, we immediately started building out the most important e-commerce automation (or Flow<\/em> as Klaviyo calls it): the abandoned cart series<\/em>.<\/p>\n <\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/lowgravitysolutions.com\/wp-content\/uploads\/2020\/10\/Klaviyo-AB-Testing.png” alt=”Klaviyo AB Testing” title_text=”Klaviyo AB Testing” admin_label=”Image – A\/B testing” _builder_version=”4.16″ _module_preset=”default” custom_padding=”16px||16px||true|false” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_image][et_pb_text admin_label=”A\/B testing” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}” theme_builder_area=”post_content”]Klaviyo has amazing built-in A\/B, split testing capabilities so we wanted to test our strategy against theirs. As I mentioned earlier, they used the same email template for all 3 emails in their sequence. Not only that, but they were quite generic, had no voice or personality, didn’t connect with the clients, and had a very long disclaimer apologizing if they received this email by accident or because of a technical glitch. We recreated these emails exactly in all of the “A” versions.<\/p>\n We went in and created magic with the B-versions by analyzing their customers and creating an ideal customer avatar<\/em>, stripped the Ben Stein monotone voice, adjusted for today’s financial and pandemic climate, were not apologetic for them receiving the email, and most of all, we removed the 10% coupon for coming back and completing their purchase. “WHAT?! Remove an incentive?!”<\/em> Yes.<\/p>\nA\/B testing and giving life to the emails<\/h3>\n
Split-testing results and more refinement<\/h3>\n