How to optimize your Klaviyo account in 90 minutes

Last week, something rare happened to me…

I got sick in the middle of summer.

Not just your average cough cough sneeze sneeze type of sickness. 

I’m talkin’ about “I don’t want to see or talk to anyone” level of ill.

Looking back, I probably shouldn’t have high fived that crazy Spanish dude during the World Cup final.

You know that feeling when your own country can’t kick a ball to save their lives, so you show up to the bar rooting for (read: hate watching) a team you know nothing about?

“COME AT ME JOSE”

Yup. That’s me.

Now that karma has caught up with me, I’m back this week with a banger.

I’ll show you how to optimize your Klaviyo account in 90 minutes AND cash in WITHOUT writing any new email campaigns. 

This is your action plan with the fate of the universe (or your brand… same thing) on the line.

The DTC gods have a spear pointed at you.

The apocalypse is coming.

Here’s what’s gonna happen…

We’re going to spend 30 minutes on segmentation.

30 minutes launching A/B tests.

30 minutes cashing in.

Let’s get into it…

STEP 1: Define Your Active Send Pool

If your deliverability metrics are shot, you want to start with a smaller audience, and work your way up.

Create a segment of subscribers who have engaged with your campaigns in the past 60 days.

Then 90 days. Then 120 days. Then 180 days. Expand your audience until your deliverability is fixed. 

In addition to your active send pool, you need to have a clear overview of your audience.

Below are lifecycle segments you should set up, depending on the type of business you run.

Non-subscription brand:

1. Active customers (have bought at least once in last 6 months)
2. One-time buyers
3. 2-4x buyers
4. VIP customers (5x + orders) 

Subscription brand:

1. Active subscribers
2. One-time buyers
3. Prospects
4. Winbacks

The goal is to move away from “monolithic” segmentation, and start thinking of your marketing in terms of funnels and the customer lifecycle. 

STEP 2: Launch 3-5 A/B tests

Most A/B testing is pointless if you don’t have enough data to reach stat significance. 

That said, assuming you do have enough transactional volume, here are a few touchpoints I’d prioritize:

1. Pop-up offer
2. Welcome series
3. Post-purchase offer
4. Cart abandonment

There are dozens of variables you could test. Focus on the ones that move the needle (like discounts vs no discounts), and avoid meaningless tests like subject lines or button colors.

For the pop-up, you could test a $ vs % based discount.

Cart abandonment email 1 could be a plain text vs design test.

Post-purchase email 1 could be a $10 store credit vs 10% discount. 

The bottom line is, you should always have tests running in the background.

STEP 3: Re-purpose old campaigns

With only half an hour left, there’s no point in creating new email campaigns.

At the end of the day, if you’re an average email marketer on LinkedIn, it probably takes you about 8 hours to write, design, and send an email campaign right?

… Right? 😏

Instead, what we’re gonna do is re-purpose non-promotional email sends. 

Pull up your Campaigns tab. Sort them by revenue generated. 

Take these same campaigns. Use the 4U’s formula to come up with new subject lines and my Great Leads skill to generate new hooks. 

Send them to the segments you created in step 1. Schedule them throughout the month.

“But won’t my customers notice?” 

Ha. 

The average person doesn’t even remember what they ate for breakfast. They sure as hell won’t remember an email campaign they received 2 months ago.

If you haven’t sent any emails lately, here’s a list of 43 non-promotional email campaigns to get you started.

What’s Next

Grab a coffee, set a time in your calendar, and use these 3 steps to optimize your Klaviyo (or any ESP) account in less than 90 minutes. 

Or if you want a professional to do it, hit me up and let’s talk.

Siim Pettai