Today we are bringing you a case study from Jonathan Zamora, an email marketing expert who was able to scale his client’s email revenue from scratch to $126 000/month using Klaviyo.
In this case study, we are analyzing the 5-step framework he used to create and scale his clients’ email marketing campaigns. Read along to learn about his framework and see how you can apply it to your website or online marketing business.
The Initial State of the Client
Before Jonathan started working on this client’s store, it was making $114 000 in total revenue and only had an abandoned cart and a custom thank you email sequence set up.
The client wasn't earning much from email marketing.
State After Implementing Email Marketing
The client decided to hire Jonathan and his team to take charge of the email marketing and this is what the account looked like after a couple of months. In a single month, the client was able to make $440 000 in total sales with 29% of that coming directly from Klaviyo.
Jonathan used a framework that had a combination of flows and campaigns to generate these results. Let’s go ahead and dive into his 5-step email marketing framework that he uses whenever he starts working with a client.
Step 1. Setting Up Automated Email Sequences
Jonathan starts by setting up automated email sequences for his clients. He organizes these sequences in 3 major series:
The Abandonment Series
The abandonment series includes 4 core emails which are:
The Welcome Series
This is the initial series of emails that are sent to the visitors who have filled in the email collection form for the first time. Email addresses in the welcome series are collected mainly from a pop-up that shows up on the website.
This series is important because it sends the initial emails to the subscribers which entices them to go back to the website. Once these subscribers go back to the website, the additional flows like abandonment flows are then triggered.
The Custom Thank You Series
This is the series where a lot of creative marketing and monetization strategies are applied for example sending upsell offers, discounts, and even collecting user-generated content from the customers.
The setup of this series depends on the brand’s overall strategy. This is the series that can help you drive lots of revenue by doing upsells.
Step 2. Starting the Email Cadence
The email cadence is the rhythm that you use to send emails. Jonathan doesn't start by firing a bunch of emails every day to a new email list. He prefers to start nice and easy and then gradually ascends to a higher frequency according to his clients’ KPIs.
The clients usually have varying KPIs like sending 4 or 5 emails per week. However, he usually starts by sending 2 to 3 emails per week because this gives him a good cadence and also the ability to pick up data. Once he has the initial data, he can then make email campaign decisions based on key metrics like the open rate and click-through rates.
Jonathan always aims to have a 20% open rate and a 1% click-through rate first. Once he meets these targets, he can then increase the email cadence to meet the client’s KPIs.
Step 3. Collecting Data
When it comes to collecting data, Jonathan focuses on the following:
The List Health
When you start sending out emails, there are always people that won’t resonate with the offers or the emails that you're putting out there. You want to make sure that you segment out some of those people that aren't opening emails.
One of the ways Jonathan does this is by looking at the people that are in different email providers like Gmail, AOL, or Yahoo. He figures out which people have low open rates or click-through rates and takes them out of the less engaging email sequences.
Doing this will increase the average opening rate which eventually helps in the deliverability of the emails.
Deliverability is the concept of how emails are placed in an inbox. The emails could be delivered in the main inbox, promotions inbox, or even the spam folder. The goal here is to have the emails delivered to the main inbox.
Getting your promotional emails to the main inbox requires you to have good open rates and click-through rates which lets you have a good reputation with the email providers.
Split Testing Offers on Winning Emails
Once Jonathan has figured out which emails have the best open rates and CTRs, what he does next is to split test different offers on those winning emails. He split tests with different offers like discounts, gift cards, upsells, buy 2 at the price of 1, and so on.
Once he finds the offer with the highest revenue after the split testing. He can go further ahead to use it in the email collection pop-ups on the site to grab more email subscribers.
He uses this technique also for clients whose aim is to increase the email submission rate on their websites. The email submission rate that this client wanted was 8%, but as you can see in the screenshot below, Jonathan was able to raise it higher to 13% using this technique.
Step 4. Ramping Up Campaigns and Flows if the KPIs Match
This is the actual scaling section of his framework. When he reaches a point whereby he has met all of his KPIs, he then aggressively increases the cadence of emails going out.
If he was sending out two email campaigns a week and he gets to the 20% open rate and 1% CTR, he then increases the numbers of the campaigns and flows. That’s how he gets the high revenue numbers.
However, at this point, he doesn't send only campaigns that are just flash sales or promotions. He makes sure that he sends compelling content for the audience too.
Step 5. Repeating Steps 3 & 4 to Get the Desired Results
This is where you need to collect more data by doing more split tests and then scaling the winning emails and offer combinations. It's all about looking at your data, optimizing, and ramping up the campaigns.
These are the 5 steps Jonathan uses to scale email marketing campaigns and as we have seen in this case study whereby he scaled the email revenues of his client from 0 to 126 000 in just 30 days.
In the last 90 days, his client generated $2 100 000 in sales and 27% of their overall revenue came directly from email marketing done by Jonathan with the same techniques explained in this article.
That's it for this article, we hope that you have enjoyed and learned something new from it. Make sure you check out other case study articles on our site to learn more online money-making skills that truly work.