Email Marketing is the process of building a list of interested contacts, and sending them engaging content related to your products or services. Getting a website visitor to share their contact information with your brand can be difficult, but once you have gained their trust you will want to keep them engaged. In this blog we will discuss why you may not being seeing the results you were expecting with your email marketing efforts, and how Klaviyo’s vast library of tools and integrations can help you achieve those goals.
Database Maintenance
It is a common mistake for new email marketers to feel that they need to build a large list before sending any marketing emails. Some marketers feel that they should obtain a list by purchasing the contact information from a website that provides contact information without user consent. While these options may seem appealing to some, the truth is that the only thing worse than a small list is a large and uninterested list. Actively maintaining your database by leveraging Klaviyo’s advanced database management figures is a sure-fire way to ensure that your analytics data is accurate.
Unengaged Contacts
Unengaged contacts are those that are interested in your content, but do not find the specific information that you are sharing to be insightful or helpful. These unengaged contacts typically start off in your database as engaged contacts, viewing and interacting with your marketing efforts on a regular basis. Over time, their engagement dwindles and leaves them as contacts in your database that will negatively affect your reporting.
In order to win these contacts back, it is best to enter them into a re-engagement campaign that directly addresses the reasons why they are no longer interested in your emails. These types of campaigns are typically started with a simple yet personalized email that asks the contact what they are looking for more of in your communications to them. Allowing a contact to feel that your brand truly ares about their input is a great way to re-engage them.
Uninterested Contacts
We define uninterested contacts as those who are not interested in the content that you are sharing with them. They may have entered their information through a form in order to gain access to a specific piece of content that once viewed, is no longer relevant to them. These contacts will almost never open your emails, simply because they are not the right fit.
Typically, within three months of signing up for your newsletter these contacts will opt-out of your emails by unsubscribing. If these contacts do not unsubscribe, it is often best to move these contacts to an exclusionary list so that they do not continue receiving every email that you send. These contacts can good candidates for a yearly re-engagement campaign if they have shown any interest at all with your emails since the time they entered your database.
Content Creation
There are many reasons why your content is not resonating with your contacts, even if you feel that they are the appropriate audience for your emails. You must assess the reasons why they are not interacting with your email, and modify your strategy to meet them where they are.
Schedule and Subject Lines
One reason why contacts may not be interacting with your content is the day and time of your emails. If your target audience is young professionals, sending your emails at 9am on a Monday morning is a guaranteed way for them to be overlooked. If their eyes do land on your email, but their attention is not immediately grabbed, they may navigate away.
Subject lines are the very first thing that a contact sees when they receive your email. For them to open your email, you must convey to them that the information inside is worth reading and interacting with. This can be done by imagining that you are the contact receiving this email in your inbox.
Klaviyo’s simple and effective A/B testing feature allow email marketers to test the effectiveness of various subject lines by sending each subject to a pre-defined set of contacts. By stepping into your contact’s shoes, you will be able to imaginesubject lines that would grab their attention instead of only summarizing your email.
User Experience
If a user does open your email, but is immediately overwhelmed with a poor mobile experience, they will often navigate away from your content. Depending upon your target audience, up to 75% of your contacts may open your email on a mobile device.
To achieve a great mobile and desktop experience Klaviyo allows users to dictate how and if individual content blocks appear on desktop or mobile screens. By building your emails to display well on all screens, you ensure that your contacts are met with a wonderful experience from start to finish.
Content Value
It may be the case that a contact enters their information into your database and even interacts with the first emails that you send them. If the content that you are sending is not of value to them, you will find that their engagement will drop off significantly. Take time to assess what email content is resonating best with your contacts, and understand why that is.
Common content that is proven to resonate with customers are new product announcements, sales events, birthday coupons, and abandoned cart reminders. The content is the heart of your email, and if you do not emphasize on providing value, your subscribers will become uninterested.
Revitalizing Your Strategy With Klaviyo
Creating an email marketing strategy, executing that strategy, analyzing the results, and adjusting accordingly are the foundational building blocks of forming a relationship with your contacts. In order to position your brand well in the internet landscape, we recommend using Klaviyo for your email marketing needs. Having the tools that you need to succeed available at a moment’s notice will allow you to pivot away from strategies that are not yielding optimal results.
Growing Your Database in Klaviyo
It is true that over time a number of subscribers will determine that they are no longer interested in your content and unsubscribe from your emails. It is important to consistently be bringing in new contacts to grow your database. The most common way that contacts enter your database is through forms on your website.
Klaviyo has a strong collection of form and CTA tools that allow you to embed these features into your existing website. It is common for a brand to have a short form asking for only first name, last name, and email address in order to receive updates and special offers. Some brands additionally offer gated valuable content in exchange for a visitor’s contact information.
List Segmentation in Klaviyo
After you have built a contact database that you want to market to, you should consider segmenting your lists. This means that you divide your contact database into smaller lists in order to send more highly personalized content. Segmentation can be done natively inside Klaviyo by assessing click through rates, open rates, and time spent viewing an email.
Additionally, by using Klaviyo’s vast integration library, you will be able to sync external customer data directly into your Klaviyo contact database. This means that if a contact were to purchase boots from your Shopify or BigCommerce store, you could enter them into a segmented list for customers interested in boots. Using this information, you could infer that because they already purchased winter boots, they may be interested in rain boots for the rainy spring months. By collecting and integrating this type of data you are able to paint a clearer picture of who is in your database and what kind of content they are likely to engage with.
Personalization in Klaviyo
Making your contact feel heard and cared about is key to retaining an engaged list. By personalizing your emails with individual contact information your readers will feel directly addressed and more likely to interact with your email.
Klaviyo allows for contact information to be automatically populated in an email’s subject line, description, and content. By addressing your contact by name in the first sentence of your email, they will feel that the communication was sent specifically to them and not a large list. Taking advantage of these features in conjunction with segmentation is sure to provide your viewers with an experience that is tailored directly to them and their interests.
Flows in Klaviyo
When a new subscriber enters your database, you may want them to immediately receive a piece of content that confirms why they provided their contact information. While this could in theory be done manually, it is time-consuming and inefficient. By taking advantage of Klaviyo’s automated flows, this task can be done without any manual input.
The set of tools that Klaviyo has built to accomplish these automation tasks are referred to as flows. With workflows, you will be able to designate that when a new subscriber enters your database they receive an immediate welcome email. You can then designate additional actions based upon their engagement with the first email by leveraging conditional splits.
Suppose a contact immediately opened your welcome email and engaged with a CTA. Using this information you can set a value-based automation workflow within Klaviyo that will send a follow up email the next day. These workflows can additionally be triggered by other user actions such as making a purchase when used in conjunction with Klaviyo’s integrations.
If you would like to begin implementing Klaviyo flows in your current eCommerce strategy, read our blog on the subject, “Using Klaviyo Flows For eCommerce Automation”
Analytics in Klaviyo
As stated above, if you are not assessing the effectiveness of your email campaigns, then you will not be able to improve them in the future. Klaviyo offers a comprehensive analytics dashboard that allows email marketers to view in-depth statistics about who is opening what emails and when. By factoring this information into your segmented lists, workflows, subject lines, and content you can continuously improve your click through rates and conversion rates for years to come.
Conclusion
Does your email strategy need a jumpstart in the new year? Our team of Klaviyo experts will be able to assess your current email marketing strategy, and assist you in executing new tactics that will bring your results (and revenue) to the next level. Reach out to one of our eCommerce professionals through the contact form below to begin a partnership that will improve your email marketing results.
Email Marketing is the process of building a list of interested contacts, and sending them engaging content related to your products or services. Getting a website visitor to share their contact information with your brand can be difficult, but once you have gained their trust you will want to keep them engaged. In this blog we will discuss why you may not being seeing the results you were expecting with your email marketing efforts, and how Klaviyo’s vast library of tools and integrations can help you achieve those goals.
Amazon’s Impact on Global Supply Chains and Logistics
Amazon, the global e-commerce behemoth, has transformed not only the way consumers shop but also the intricacies of global supply chains and logistics. Since its inception in 1994, Amazon has grown from a small online bookstore to a trillion-dollar enterprise that has disrupted industries across the globe. Its influence extends far beyond retail, profoundly impacting supply chains, logistics, and even the environment. This article explores Amazon’s multifaceted impact on global supply chains and logistics, examining how the company has reshaped these industries and what this means for the future.
The Evolution of Amazon’s Supply Chain
Amazon’s supply chain is one of the most sophisticated in the world, characterized by its efficiency, speed, and scale. The company has invested heavily in technology and infrastructure to build a supply chain that can deliver millions of products to customers in a matter of hours or days. This rapid delivery is made possible by a vast network of fulfillment centers, sophisticated inventory management systems, and a logistics arm that rivals traditional carriers like FedEx and UPS.
One of the key innovations Amazon has introduced is its Fulfillment by Amazon (FBA) service. FBA allows third-party sellers to store their products in Amazon’s fulfillment centers, with Amazon handling the picking, packing, and shipping of these products. This service has not only made it easier for small businesses to reach a global audience but has also significantly increased the volume of goods flowing through Amazon’s supply chain. As a result, Amazon has become a central hub in the global supply chain, connecting manufacturers, suppliers, and customers across the world.
Disruption of Traditional Logistics
Amazon’s influence on logistics is equally profound. The company’s relentless focus on speed and efficiency has forced traditional logistics providers to rethink their strategies. In many cases, Amazon has bypassed traditional logistics networks entirely by building its own. Amazon Logistics, the company’s delivery arm, has grown rapidly in recent years, with a fleet of planes, trucks, and delivery vans that allow the company to control every aspect of the delivery process.
This vertical integration has enabled Amazon to offer services like same-day and two-hour delivery in many urban areas, setting a new standard for speed in the industry. Traditional logistics providers have struggled to keep up, leading to increased competition and innovation in the sector. For example, companies like FedEx and UPS have had to invest in new technology and infrastructure to remain competitive, while others have formed partnerships with Amazon to leverage its vast logistics network.
Amazon’s logistics network has also expanded globally, with the company establishing regional hubs and fulfillment centers in key markets around the world. This global expansion has allowed Amazon to offer faster and more reliable delivery services in regions where traditional logistics infrastructure is underdeveloped. In many cases, Amazon has played a role in building out this infrastructure, partnering with local logistics providers or investing in its own facilities.
Impact on Global Supply Chains
Amazon’s impact on global supply chains extends beyond logistics. The company’s demand for speed and efficiency has rippled through the entire supply chain, from manufacturers to suppliers to retailers. This has led to significant changes in how companies operate, with many adopting new technologies and strategies to keep up with Amazon’s pace.
One of the most significant changes is the increased reliance on automation and technology in supply chain management. Amazon has been at the forefront of this trend, investing heavily in robotics, artificial intelligence, and data analytics to optimize its supply chain operations. For example, the company’s use of robotics in its fulfillment centers has reduced the time it takes to pick and pack orders, while its AI-driven demand forecasting tools help ensure that the right products are always in stock.
This emphasis on technology has influenced other companies to follow suit, leading to a wave of digital transformation across the industry. Manufacturers and suppliers are increasingly using data analytics and AI to optimize their operations, while retailers are adopting new technologies like blockchain to improve transparency and traceability in their supply chains.
Another significant impact of Amazon on global supply chains is the shift towards a more customer-centric model. Amazon’s focus on the customer has forced companies to rethink their supply chain strategies, with many now prioritizing speed, convenience, and flexibility over cost. This has led to the adoption of new fulfillment models, such as just-in-time inventory and dropshipping, which allow companies to respond more quickly to changes in customer demand.
The globalization of Amazon’s supply chain has also had broader implications for international trade. By connecting sellers and buyers from different parts of the world, Amazon has made it easier for companies to access global markets. However, this has also led to increased competition, with companies now competing on a global scale. This has put pressure on manufacturers and suppliers to lower costs and improve efficiency, leading to changes in how goods are produced and distributed around the world.
Environmental and Social Implications
While Amazon’s impact on supply chains and logistics has been largely positive in terms of efficiency and convenience, it has also raised concerns about the environmental and social implications of its operations. The company’s emphasis on fast delivery and the constant movement of goods around the world has contributed to increased carbon emissions and environmental degradation. In response to these concerns, Amazon has committed to achieving net-zero carbon emissions by 2040 and has invested in initiatives like electric delivery vehicles and renewable energy projects.
However, critics argue that these efforts are not enough, and that Amazon’s business model is fundamentally unsustainable. The constant pressure to deliver goods faster and cheaper has led to concerns about the working conditions in Amazon’s fulfillment centers and the treatment of delivery drivers. Reports of long hours, high injury rates, and low wages have sparked protests and calls for better labor practices across the company’s global operations.
The Future of Supply Chains and Logistics
As Amazon continues to grow and evolve, its impact on global supply chains and logistics is likely to deepen. The company’s investments in technology and infrastructure will continue to set new standards for speed and efficiency, forcing other companies to innovate and adapt. At the same time, the environmental and social challenges associated with Amazon’s operations will require the company to rethink its approach to sustainability and labor practices.
In the future, we can expect to see more companies adopting Amazon-like supply chain strategies, with an emphasis on speed, technology, and customer-centricity. However, these changes will also require a greater focus on sustainability and ethical practices, as consumers and regulators increasingly demand more responsible business operations.
Conclusion
Amazon’s impact on global supply chains and logistics is undeniable. The company has reshaped the industry in its image, setting new standards for speed, efficiency, and customer service. While these changes have brought many benefits, they have also raised important questions about sustainability and labor practices. As the world’s largest online retailer, Amazon will continue to play a central role in the future of global supply chains and logistics, driving innovation and change across the industry.
