According to 2024 data from Klaviyo, the average revenue per recipient (RPR) across all flows is at $1.94; however, the top 10% of flows achieve a revenue per recipient (RPR) of $16.96. Whether you are at the average or in the top 10% is dependent on a lot of different factors, how you set up your email flows, the timing, segmentation, and much more. Here we go over 6 best practices to increase your email marketing:

Set up the Correct Flows

The first step is getting the flows you use right. Although many inexperienced marketers use a spray-and-pray approach, this can hinder your results and lead to bad domain health. When you start, you should focus on a few flows and optimize those as much as possible.

The 5 flows you should add to your email marketing are: Abandoned Cart Flow, Welcome Flow, Post Purchase Flow, Abandoned Browsing Flow, and Customer Winback Flow. Start with a basic setup and work your way up from there. We went over a simple structure, which anyone can use in another post regarding email marketing, you can read it here.

Audience Segmentation

Next, before you send out any emails you should segment your audience. The bare minimum you should do is segmentation by engagement. This means that the customers that engage more get more emails, while the people that don’t engage don’t get your emails. You could do this by dividing your customers based on their opened emails. For example:

• High Engagement: Opened an email in the last 30 days

• Medium Engagement: Opened an email between 30 and 60 days

• Low Engagement: Opened an email between 60 and 120 days

• No Engagement: Did not open an email in the last 120 days

This basic segmentation is useful for your email campaigns. This way you can send more content to your customers that are more engaged in your brand, and only the important promotions to the people that aren’t as interested.

Sending Times

Don’t spray and pray. A lot of email marketers believe the more emails you send the better the results you will get. By doing so, you will only harm your email deliverability and lose email subscribers. Treat your customer’s inbox how you would like yours to be treated.

Furthermore, you should test different times to send out your emails. Getting the timing of your email can make or break a conversion; you definitely don’t want to send out an email asking for a review before the product arrives. Yes, that happens.

A/B Testing

Once your campaign is live most of the hard work is done. Nonetheless, you should always test and optimize. Try out different traits such as subject lines, Call-to-Action's, copies, and sending times. This way you’ll eventually reach the top 10% and 8x your RPR.

In A/B testing there are 2 important things to keep in mind. First, you should always only test one aspect at a time, don’t change the copy, pictures, and timing of the email at the same time. This will only leave you unsure of what was the driving factor in the change of performance and waste your time. Then, you should test with a big enough sample size. Don’t choose a winner of the A/B Test simply because the first 20 samples yielded better results for either option. Be patient and your testing results will be more sustainable.

Good Email Structure

When creating your email, it is also important to keep in mind that design isn’t everything. While your email should be visually appealing you should keep in mind certain practices when working on your email. First, your Call-to-Action (CTA) should be visible, and the eyes of the recipient should be drawn to it when he/she is reading your campaign. There are 2 formats that you can use when designing your emails, to make sure that your CTA is in the correct position:

Furthermore, keep in mind that humans don’t always read from top to bottom. Instead, they tend to read the largest sentence first, followed by the second largest, then the third, and so on. This means that the most important message, your offer, should be the largest, whereas less important copy should be kept small, only for the interested recipients to read.

Do Your Research

Sometimes you might get stuck at a point where you are not sure how to design a certain campaign. In this case checking what your competition or any other brands are using can be greatly beneficial. We have 2 different approaches to combat creative roadblocks.

First, you should create an email account, where you simply subscribe to different email lists of brands that you like. Keep an eye on this account and check if you find something that inspires you or something that you could use in your campaigns.

Otherwise, you can use tools that scan emails of brands for you. This approach has the benefit that you can filter your search, hence you can search for specific brands or for specific goals. A software that we recommend, which has all the necessary features, is Milled. This tool allows you to check the email marketing of 200,000 different brands.

Implement these practices in your email marketing and increase your conversion rates and revenue per recipient. If you have any questions or need any assistance, feel free to contact us at: Info@eledia.co