I have two goals for this email. One is admittedly selfish. The other, not so much.
Here’s the story:
I signed a new client last week, and I haven’t even written a single word of copy for them yet.
Why?
Well, upon diving into their Klaviyo account, I noticed a metric fvckton of issues that are, quite frankly, much more important than sending emails right now. Not only will fixing these issues make our emails more profitable, but many of them are foundational issues that will only help in the long run.
So, I wanted to list out all the mistakes I’ve noticed in the past few days.
I’m doing this as both a reminder to myself and as a warning to you.
Alright, let’s rumble…
1. New leads aren’t considered “consented” to receive emails by Klaviyo (because of the use of third-party forms that weren’t set up correctly). The good news is, we can still send these folks emails. The bad news is…
2. When testing one of these third-party forms this week, my first email landed in spam. I checked into the sender and domain reputation of the brand, and everything looked good. My suspicion is that the email landed in spam because of my lack of “consent” status (again, according to Klaviyo and an API glitch).
Related to these first two problems is…
3. New leads aren’t being added to a list in Klaviyo. (Klaviyo’s list and segment features are almost identical, but there are subtle differences between them. And Klaviyo likes when everyone subscribed to your email is also subscribed to a list in your account. This could be another reason the first email landed in spam.)
4. The list utilization rate is an abysmal 0.3%. This means, out of all the subscribed and “active” people on our list, only 0.3% of them receive an email across a 30-day timespan. This means that I’ll have to implement something similar to an IP Warmup strategy — starting with a tiny number (around 100-200 subscribers) and doubling the number of people who receive a broadcast email each day. Why do I have to do this? Well, sending to around ~200 people per month to ~30k people per month would crucify our deliverability, results, and put it in a bad spot with Klaviyo.
5. There’s no rhyme or reason for why many people are on our list. Some joined recently, but others might’ve joined years ago. It’s going to be tough to separate the true engaged from the true unengaged because of the lack of email sends, and the length some members have been on the list (without receiving emails). This is sumtin’ I’ll tackle with the IP Warmup strategy, but it sure does make my job a lot harder in the meantime.
6. Their Klaviyo account only generates around 3-4% of their monthly revenue via Klaviyo. Most of my client accounts generate well over 30% (with a few over 60%) of their monthly revenue with Klaviyo.
7. They haven’t sent any broadcast emails in Klaviyo in years. This is another tough circumstance I’m going to have to hurdle.
Those are the 7 biggest problems I noticed in the last few days of investigating this account.
And you know what’s funny? You can avoid almost all of these problems by simply sending more emails to your list. However, it won’t be as easy for myself, because a lot of the damage has already been done by their lack of sending even somewhat regular emails to their list.
Besides these 7 major problems, there are a few other tasks I have to do before I even sit down to write copy:
* I have to recreate several forms in Klaviyo, so we use Klaviyo forms instead of a third-party app. But I also have to work with a new dev to make sure these are implemented in the correct spots, send pertinent info to the CRM, and don’t interrupt the automations already set up.
* I have to create a whole bunch of different lists and segments, so I can implement my IP Warmup strategy effectively. (This is gonna take more time than you may think, but the good news is, once it’s set up, I won’t have to worry much about it anymore.)
* I need to export and re-import the entire list with consent status, if a given contact should have it.
And I may be missing an item or two.
Anyway, that’s what I’ve been up to the last couple of days since onboarding this client.
Moral of the story?
This is the benefit of working with a professional email copywriter. Yes, I’m damn good at writing persuasive copy. But I also understand the ins and outs of software, can notice mistakes, and implement a plan of action that works both in the short term and the long term.
ChatGPT could never.
Anywho: If you need someone like me to check out your email marketing strategy and software (while also writing and implementing infectious copy that makes your piggy bank fat), book a call.
John
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