Recap Discussion: [Strategy Session] Understand Email Deliverability

Hi Emily, 

Thanks for this re-cap. I missed the live video so have just caught up and have a few questions: 

I have a very small business (350 profiles) and have never really used email marketing. Most of these profiles are from when the business began (as we boomed and then.. pretty much flopped).

I used to send emails via Shopify, but in all honestly I haven’t sent an email since Black Friday 2023 and all of my emails with Shopify ended up in junk. 

I have transfered to Klaviyo to kickstart my email marketing, however I want to be REALLY cautious with my deliverability to build up a good reputation - hence watching this video! 

I was thinking of using data from recently purchased (although I have few orders) to build a segment and then gradually increase this with time.

What would be the best strategy to go about doing this in your opinion? 

I have also set up a branded sending domain - will this be linked in anyway to my Shopify emails? You spoke in this session about it being bad practice to go from sending few emails to 3 emails per week for example. I am worried if I start sending once per week as per my strategy, it will be damaging to my reputation as I previously sent none with Shopify. 

What would be your recommended number of emails to start with?

If you were in my position, what would you do? I have a 2024 goal of having consistent email marketing and we are already half way through May… eek! 

Would you suggest doing a re-engagement campaign in Shopify with a clear CTA to  re-confirm their consent/subscription or would this impact my sending domain since it is now linked to Klaviyo? 

Apologies for the lengthy message - any ideas, plans, help, tips or tricks would be greatly appreciated - thank you.