Issue 137: 2.3x Revenue Increase 📈 from a Single, Stupid Fix. 🤦‍♂️

Here’s something to ponder: Did you know more people are killed annually by vending machines than by sharks? AND YET, Discovery isn’t about to release a week long documentary festival called:

SNACK 🍫 WEEK

Same goes for coconuts falling on your head and people killing themselves when they’re trying to take a good selfie on a cliff. 😳 Think about THAT as you’re digesting this issue.

| TWEET OF THE WEEK

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

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.

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 Klaviyo 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.

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| QUICK SHOTS

• @EyeforRetail_ Friction kills sales. An open fridge will sell 50%+ more than a closed door fridge.

• @RobertFreundLaw Kardashian supplement brand Lemme is being investigated by a class action firm over claims that the gummies can make your vagina smell and taste better.

• @C_Shelefontiuk One of our accounts had a super fancy/expensive/aesthetically pleasing home page design We ran user tests + surveys to see what people thought of it Almost everyone said the same thing: It was very distracting So we tested changing the design to static & saw a 10% bump in CR

• @binghott Comments can impact ad performance, so this new AI comment summary on ads can be devastating for ads and brands that attract negative comments.

• Cherene Aubert The worst use case for a/b testing is minor aesthetic tweaks that stem from internal debates. Don’t optimize for who’s right or wrong. Maximize for incremental growth with bigger, high-impact swings.

| HERE FOR THE MEMES

| AND IN OTHER NEWS…

| GET LINKED

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| STAT ATTACK 👊

| THE OUTRO

CHAMPAGNE CORKS, y’all. They account for over double the amount of deaths than sharks in a year. 🦈 vs 🍾 

I think Hollywood needs to know about these threats, cause most of what’s in cinemas these days is hysterically overblown trash about the “dangers” of the humble and less-deadly-than-a-coconut SHARK.

✌️

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