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.
Hi
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!
Log in to the Community
Use your Klaviyo credentials
Log in with Klaviyo
Use your Klaviyo credentials
Log in with KlaviyoEnter your E-mail address. We'll send you an e-mail with instructions to reset your password.