Is there a way to audit our account and identify what’s changed leading to reduced performance overall?
I’ve considered attribution changes and how we’re not emailing as frequently, but I want to be able analyze this with more intelligence.
A year ago, our email performance was good, and it’s become poor over the last 6 months or so. I want to understand more about this. We’re still earning ~15% - ~20% of 30 days sales via email, but we earned considerably higher conversions previously.
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Reduced Performance
Best answer by retention
Hi
I would definitely start with what
Also, if you are currently working with Klaviyo Partner, you can also ask them to run an “Executive Business Report” for you that can also provide more historical report history and a high level view of all the Campaign/Flow performance in the last 24 months.
If you have access to Marketing Analytics, I would also look at how your various RFM groups are changing over time. Or the cohort analysis to see how each “cohort” of customers in the past performed relative to the new ones.
Perhaps there is some fatigue or decline of your more active and engaged customers. Or perhaps, you’re not growing enough new customers at the same rate as before. This one is harder to pin down, but perhaps your new customers/prospects aren’t as ideal (or have the same brand affinity) as your previous higher performing customers in the past.
Hope this helps!
+27Hi
The first thing I’d recommend in this situation would be to visit your Deliverability tab and check on your open/click/bounce rates. Are people still interacting with your emails at a high level when you send them, and have your bounces remained relatively low (under 1%)? If not, this could be a deliverability issue. If your emails are bouncing more often, it means that fewer of them are reaching the recipients’ inboxes, and they don’t have a chance to engage with your brand.
Are you seeing low bounce rates, but also low open rates? That suggests that you might be marketing towards too wide of an audience, and you’ll want to exclude unengaged recipients from future sends. The benefit of this would be that sending emails to people who are more likely to open them will not only increase your open rates, but will also tell inboxes that you’re a good sender, and your recipients want to engage with your content. This will make your emails less likely to land in the spam/promotions tab.
How much A/B testing are you doing? If your open rates are solid, but they’re not translating to high click rates, that means that people are looking at your emails, but aren’t feeling compelled to visit your website. If this is the case, you’ll want to A/B test hero images, CTA buttons, types of discounts you may be offering, products you’re featuring, and general email design, to see which types of content result in a higher click rate. Make note of that, and adjust your email content in the future, once you’re aware of what’s more successful.
Finally, are you still gaining subscribers at the same rate? Naturally, over time, some subscribers will become disengaged, or unsubscribe, so it’s important to check and see if your forms are still performing at a high level, whether people are subscribing at checkout, and if any other tools you use to collect subscribers are still up and running!
Let me know if I can answer questions about any of the above. Happy to do so!
+62Hi
I would definitely start with what
Also, if you are currently working with Klaviyo Partner, you can also ask them to run an “Executive Business Report” for you that can also provide more historical report history and a high level view of all the Campaign/Flow performance in the last 24 months.
If you have access to Marketing Analytics, I would also look at how your various RFM groups are changing over time. Or the cohort analysis to see how each “cohort” of customers in the past performed relative to the new ones.
Perhaps there is some fatigue or decline of your more active and engaged customers. Or perhaps, you’re not growing enough new customers at the same rate as before. This one is harder to pin down, but perhaps your new customers/prospects aren’t as ideal (or have the same brand affinity) as your previous higher performing customers in the past.
Hope this helps!
Great insights and thank you both. It seems that we need to clean our lists, but also Joseph, you bring us something really important to consider -- we aren’t acquiring new customers at the same rate as previously. We understand the reason for this since we shifted away from a low-value offer that was dropping our AOV and more. Admittedly, A/B testing is not something we do consistently.
Deliverability score is a 56 currently.
Metrics. Rate Recommended
| Open rate | 29.5% | greater than 33.0% |
| Click rate | 0.29% | greater than 1.20% |
| Bounce rate | 1.44% | less than 1.00% |
| Unsubscribe rate | 0.10% | less than 0.30% |
| Spam complaint rate | 0.005% | less than 0.01% |
+27That makes sense,
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