Email Flows, Automations, or Whatever You Call Them...
The Copywriter Column #112
One of my teammates approached me a week or so ago and asked if I had any recommended resources for developing email flows.
Of course, I do. I’m a hoarder of every digital file on the internet (at least it feels like it). So I consulted my database to see what I could drum up for her.
Readwise Reader is my preferred tool for stashing articles, PDFs, tweets, videos, and pretty much anything else. The browser extension makes it dead simple to save items, create tags, highlight interesting tidbits, and take notes.
(And no, that’s not an affiliate link and they’re paying me $0.00 to write this – I genuinely love their tool).
I digress…
This teammate of mine is a fairly strong copywriter, so I was less concerned about recommending resources about how to write email flows (or automations or whatever), and more focused on helping her understand how to strategize email flows and how they fit into the overall customer journey.
Bear in mind, we’re in the eCommerce niche and primarily write for DTC brands, so the resources I recommend are geared toward that end. Turns out, Klaviyo is “king” when it comes to top-tier knowledge pieces.
Klaviyo Academy Resources
Automate the Customer Journey w/ Flows (Academy)
Best Practices for Flows (Academy)
Recommended: “Anatomy of” courses (e.g. Welcome, Browse, Cart, Post Purchase, etc.)
Additional Klaviyo Resources
How SMS Marketing Speeds Up Time to Purchase
Why I recommend this: Some brands overlook the power of SMS automations. This article demonstrates why you need to work them into your flow strategies.
Why I recommend this: A/B testing inside of flows is the easiest thing ever and too many brands miss this opportunity. Not only can these test improve your flows, they can inform your campaign strategy too!
Miscellaneous Articles
Abandoned Cart Examples: Strategies to Re-Engage Shoppers (via DesignModo)
Start with the “Why People Abandon Their Carts” section and go from there.
What are some of your favorite flow resources?
Drop them in the comment section below! I’d love to add them to my stockpile.
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