Introduction

• These are the Klaviyo dashboards of some of our clients, who are generating hundreds of thousands per month and sometimes near $1M/month just from their email campaigns to their list.

Why Email Campaigns?

• Campaigns are the one-off sends you will have to your list, and are what many people call ‘newsletters’ or ‘email blasts’.
• These should make up about 50% of your email revenue, so it is extremely important that we do this correctly.
• Email campaigns are extremely important for any brand, because they do the following things:
  • Drive revenue which is more obviously incremental than pre-purchase flows
  • Keep your hard-earned buyers engaged with the brand
  • Build the brand its status in the customer’s mind
• Let’s go into these one by one.

A Treatise on Incrementality…

What is Incrementality?

• Simply put, incrementality is asking: Had we not sent/published this email/ad/text/post, would these purchases have happened or not?
  • Many things can be attributed incorrectly or double-attributed in eCommerce. For example, both Facebook and the welcome series can claim credit for a purchase - but which one really drove the sale? Especially for our bigger clients, this is a continuous question to ask.
  • You’ll never get 100% clear data, but post-purchase emails and campaign emails are far more obviously incremental than other marketing communication we send customers.
• In a nutshell, when you see a lot of revenue attributed to an email campaign you can very accurately say to yourself “if I did not send that campaign, those sales would not have happened.”
• For our clients, I get excited when I see metrics like these in campaigns because it is definitely additional revenue.