Preview

Sup folks!

We're stoked to LYK that Danny (our co-founder here at Workspace6 and the guy who lives and breathes Klaviyo for many of our community members) is launching a fresh email-marketing newsletter.

	ZeeMail Pro-level email marketing tips that make you more money.
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Danny's not your typical email marketer. His secret sauce? Email Flow CRO. It's all about relentless split-testing and dialing in email flows until they hum like a fat and contented bumble bee. 🐝 (A very productive one.)

In each issue, he'll break down recent tests, why things shook out the way they did, and how you can apply the same tactics to your own flows.

Curious? We've got a sneak peek of one of his most-read articles below. In this one, he uncovers a costly glitch in a client's welcome flow—turns out their highest-performing emails were ghosting subscribers. 👇️

When I take on a new email automations client, I usually spend the first 30 days getting to know the account.

Spoiler alert: Flow logic means you can achieve the same thing in a LOT of ways. Figuring out why a client did something prior to my getting there sometimes takes a bit of time, but it's worth it. Today, we're cracking into Hey Bud's account.

Anyway, I start by building out a custom flow map for the client that looks like this when you zoom out:

While I'm mapping, I'm spot-checking emails, flow logic, filters, etc. Here's a list of some of the low hanging fruit I find that immediately improves the account:

🍏 Incorrect filters blocking email delivery
🍎 "Skip recently emailed profiles" enabled (usually I don't like to have this on for automated emails - I would rather skip a campaign than skip the triggered emails based upon behavior)
🍐 Dynamic sections setup improperly
- Eg. Almost all of you have an Abandoned Checkout flow
  - Most of you call it an Abandoned Cart flow
    - This is wrong
  - Most, when they find out they're missing the Abandoned Cart flow, duplicate the Checkout flow and use the Cart trigger but dynamic events for Checkout don't work with Cart
  - Most don't have the right events setup in those Cart emails because they're using the Checkout events
🍊 Emails saying they'll deliver a code but they don't
- This could be because they setup the dynamic code wrong
- Or they just forgot to include it in the email
🍋 Buttons that go nowhere because there's no link
- Happens more often than you'd think

This is just to name a few. But! The issue I recently found took the cake and it wasn't a user-error… it was a Klavioy error.

And it behooves each of you to scour your account for this, because when we fixed it we jacked the Welcome Flow revenue by 2.3X.

THE ERROR: CONDITIONAL SPLITS

If you're not familiar with how these things work, you ought to have a path leading off in two directions from a conditional split. In this case, the split was a 50/50 randomized traffic split. Instead, it had one path leading to an email, and even though for the time period in the screenshot it said that 1,247 profiles either passed through the split or were waiting in it, the following email showed ZERO recipients.

If this were at the top of the flow, it's likely that the Hey Bud team would have discovered it because the flow would have generated Sweet F.A. in terms of revenue. That's pretty noticeable.

Instead it was, quite insidiously, at the bottom.

In a welcome flow, two emails make the most revenue: