INSIGHT O3: Klaviyo - Audience Engagement

Managing your outreach flows is crucial to growth and sustained revenue for scaling brands - yet it’s often not as straightforward. Sending in volume might not necessarily mean a strong return on your Ad spend (ROAS), meaning a well-executed strategy and an effective way of measuring your marketing efforts is crucial.

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Here’s some steps from the Email segmenting experts here at The Base Connection to ensure your engage with your audience (effectively) over time:

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1: Managing data & effectively reporting:

Use your engagement report to review crucial metrics by your email domain. This pre-built template in Klaviyo helps you understand how your audience is engaging (in both a list or a segment).

Example: In your segment engagement report, you’ll have the ability to review how engaged your subscribers have been in terms of actions and unique characteristics. Using this tool and discovering a low level of engagement, you can then take action by: Creating new and highly targeted segments, changing the strategy of your campaign, or even adding in additional segment conditions to make this group more specific.

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2. Sending to highly engaged subscribers:

If you’re not building a dedicated strategy for your most engaged subscribers, you’re missing out! Most inbox providers (Gmail + Yahoo) have the ability to track how your recipients interact with inbound marketing emails, focusing on: Email bounce rate, Open Rate, Click Rate, & ‘Mark as Spam’ rate also.

By varying your sending cadence throughout the year, and building a robust outreach strategy, you’ll be in good place to avoid being penalised by the major inbox providers who will put your outreach emails into spam folders (if you continue sending to unengaged lists or segments).

For us, an organic balance is to start by focusing on building and maintaining regular communication with a ’90-day engaged’ list, and refine your strategy to maybe two outreach emails per year for your ‘main list’ - Again this is to be worked to a strategy that suits your business and KPI needs.

The main takeaway: Vary your sending cadence and volume to increase averages!

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3: Create email frequency segments

And finally! Your demographic will be inundated with emails from other businesses also, so it’s worth sitting down and asking yourself if you really need to be contacting them daily. This is where strategy ideation is important to build a calendar and roadmap for how often you send to your segments.

Think multi-platform also (SMS works even better when paired with a robust Email marketing strategy). Determine the type of campaign you want to send and the channel also.

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