eCommerce email sequence deep dive series: Primer (0 of 10)
Now that you know how to build sequences on Klaviyo, we're now going to take a deeper look at what goes into the emails.
Research First
Start with research. Always.
You need to get to know the company, products, and people you're writing for—aka Voice-of-Customer (VoC) data. Get VoC data from:
Company and product information (description)
Product reviews. Click here to read my post on review mining.
Support tickets/chat transcripts
f you can chat with customers (especially the VIPs), do it.
Rule of One
One Reader: Write as if you're writing to one person.
One Idea: One topic. Don't talk about a sale, events, new products, etc. in one email. Pick one topic and stick to it.
One Offer: Don't confuse the reader with too many offers.
One CTA: Ask the reader to do one thing. Don't ask them to buy, RSVP for live shopping, and join your VIP list in one email.
Brand Voice & Style
You'll write according to the brand style and VoC data. This can go from informal and fun to middle-of-the-road to formal and luxurious.
Length
Your sequences can be as long or as short as needed. Think of this as telling a story—don't cut corners, but don't put in fillers either.
From
The FROM line is one of the most important elements of any successful email.
For eCommerce businesses, the FROM name is usually the business name. Try testing out "NAME from BUSINESS" (i.e., Kat from EmailScience) to see if makes a difference in open rates for more personal emails. Try this in your "Meet our CEO" email.
eCommerce Email Copy
Now that you have your research notes, have your Rule of One sorted out, and understand the brand's voice, next you outline what you need to write. From the Subject line, Preview, Header, Body Copy, and CTA(s)
Depending on the brand and the purpose of the email, sometimes it's simple. Sometimes more robust. Samples:
Robust/Long-form: Athletic Brewing and Roman
New Series
For the next 10 days, I'm doing a deep dive into what goes into the email copy of the top 10 essential eCommerce sequences. I'm excited to share them with you—I hope you find them useful.
Questions?
DM me @heykatgarcia
