Post-Purchase Email Strategy with Roddy Smith from Andzen | Retention Over Acquisition скачать в хорошем качестве

Post-Purchase Email Strategy with Roddy Smith from Andzen | Retention Over Acquisition

Most Shopify brands are leaving thousands in email revenue on the table every month. Roddy Smith, General Manager at Andzen (Klaviyo Master Elite Partner), breaks down exactly where Shopify brands are leaving revenue on the table and how to fix it fast. Fresh off analyzing BFCM 2025 performance data across hundreds of merchants, Roddy reveals the shocking truth: the top 10% of email campaigns drove 7x more revenue per recipient than average. The difference? Not sending more emails. Sending smarter ones. What you'll learn in this email marketing master class: ✅ How to optimize abandoned cart flows (generates $3 per recipient, 10 to 12% conversion) ✅ Why email frequency without relevance kills performance ✅ The exact segmentation strategies that crushed BFCM 2024 ✅ How flows beat campaigns during peak season and why yours aren't optimized ✅ When to use SMS vs email for maximum ROI ✅ Post purchase email sequences that build lifetime value ✅ AI applications actually working in email marketing right now ✅ The 2 question post BFCM audit framework top brands use ✅ Where Shopify stores waste the most money with email strategy ✅ How to compare your performance against similar revenue brands Key benchmarks mentioned: ✅ Flows should drive 30 to 40% of total email revenue ✅ 4 to 6 campaigns per month optimal for most Shopify brands ✅ VIP segments respond to exclusivity over discounts ✅ 30 to 60 day lapsed customers are your win back goldmine Common questions answered: How often should I email my customers? What is abandoned cart flow optimization? How do I segment email lists for better performance? What are email marketing flows vs campaigns? How to increase email revenue for Shopify stores? What is Klaviyo benchmark data? How to do post BFCM email audit? Keywords: email marketing strategy, Klaviyo optimization, abandoned cart recovery, email segmentation, Shopify email marketing, ecommerce retention strategy, email flows vs campaigns, BFCM email performance, post purchase email sequence, SMS marketing strategy Timestamps: 0:00 Intro 1:45 BFCM Performance Analysis 5:20 Winning Segmentation Strategies 8:10 Email Frequency Reality 11:30 Costly Email Mistakes 15:00 Flows vs Campaigns 17:50 SMS Strategy 20:15 AI in Email Marketing 22:40 Where Brands Waste Money 24:30 Final Takeaways Transcript: BFCM Performance Drivers: Segmentation and timing drove revenue, not volume. Top 10% of campaigns generated 7x more revenue per recipient (Klaviyo benchmark). Flows converted higher than campaigns during peak season. Key segments: VIPs (respond to exclusivity), 30-60 day lapsed customers (win-back zone), and previous cart abandoners who ignored automated flows. Email Frequency Reality: No magic number exists. Frequency without relevance kills performance. Most brands perform well with 4-6 campaigns monthly. Real revenue comes from behavior-triggered flows (welcome series, abandoned cart, browse abandonment, post-purchase) because they're initiated by customer actions, making them inherently more relevant. Costly Mistakes: Not having proper abandoned cart flows (generates $3 per recipient, 10-12% conversion). Treating email like broadcast megaphone instead of conversation. Batch-and-blast is dead. Brands that segment and personalize see dramatically better performance. Use your data—talk to customers like humans, not email addresses. SMS Strategy: Post-purchase SMS should be transactional (order confirmed, shipped, delivered). SMS shines for VIP and loyalty programs. People hold SMS inbox in higher regard than email. Use strategically based on application and audience. Emerging Channels: WhatsApp and RCS rolling out via Klaviyo. Push notifications for app users (high engagement). Physical mail for high-value customers works surprisingly well. Platform strategy matters: TikTok for younger audiences, Instagram for millennials, Facebook for boomers. Email remains the only truly owned channel. Flow Optimization: Too many brands treat flows as "set it and forget it." If flows aren't driving 30-40% of revenue, something's wrong. Don't apply best practices broadly—what works for Brand A won't work for Brand B. Monthly monitoring essential. Andzen conducts 30-40 page audits covering data capture, engagement, deliverability, campaigns, flows, segmentation, loyalty, and SMS, comparing performance against similar GMV merchants. Realistic Timeline: 3-6 months for proper optimization. Now (post-BFCM) is ideal timing with fresh data and perspective. Post-BFCM Audit: Two basic questions: What was good? What was bad? Break down by funnel stage (SEO, paid, CRO, retention). Conduct immediately while fresh, revisit in January with clear head. Final Wisdom: Email is your only owned channel where you control destiny. Look at your flows. Compare performance against Klaviyo benchmarks for similar GMV cohort. Use data obsessively. Most brands over-rely on campaigns while underoptimizing their automated flows.