1. Flows
1.1. Retention
1.1.1. Thank you
1.1.1.1. Email 1: Simple header + long form thank you message + CTA
1.1.1.1.1. Alt Email 1: Plain text + Founder name
1.1.2. Win back
1.1.2.1. Email 1: Retargeting back to store
1.1.2.1.1. Email 2: Content + offer
1.1.3. Upsell
1.1.3.1. Email 1: Basic offer + Retargeting
1.1.3.1.1. Email 2: Better offer + FOMO
1.1.4. Sunset Unengaged
1.1.4.1. Email 1: Goodbye + Incentive
1.1.4.1.1. Email 2: Offer urgency + Unsubscribe CTA
1.2. Acquisition
1.2.1. Pop Up form
1.2.1.1. 3 second delay
1.2.1.1.1. '500 dollars off' giveaway incentive
1.2.2. Welcome flow
1.2.2.1. Email 1: brand introduction + offer to incentivise them to buy now + cta + benefits of product
1.2.2.1.1. Email 2: brand story + benefits of product + offer + CTA + as seen in section at the bottom
1.2.3. Abandon flows
1.2.3.1. Cart
1.2.3.1.1. Email 1 : retargeting ( just getting them to come back and complete order) eg.” Forgetting something?” then trigger emotion get them thinking about how the canoe would benefit their life + CTA (side not Make sure to leave space for dynamic displays which basically means space where i can put the product that was in their cart into the email)
1.2.3.2. Checkout
1.2.3.2.1. Email 1 : retargeting ( just getting them to come back and complete order) eg.” just a few clicks away” then trigger emotion get them thinking about how the canoe would benefit their life + CTA
1.2.3.3. Site
1.2.3.3.1. Email 1: product recommendations ( come at this from an angle of a helpful sales assistant ) + reviews + was seen in section at the bottom
1.2.3.4. Product
1.2.3.4.1. Email 1 : retargeting ( just getting them to come back and complete order) eg.” Forgetting something?” then trigger emotion get them thinking about how the canoe would benefit their life + CTA
2. Campaigns ( August 21st '22)
2.1. Campaign 1
2.1.1. Segment: High potential
2.1.1.1. Type: Sales
2.1.1.1.1. Offer - encourage them to explore more and how the canoe would be the perfect fit for that E.g subject line - “what's stopping you <name> ?”
2.2. Campaign 2
2.2.1. Segment: No purchase, engaged
2.2.1.1. Type: Content
2.2.1.1.1. Offer - education on what makes a good canoe and why “mycanoe” has all those qualities ( good use of storytelling would be ideal to make it more emotive) Eg subject line - “why are you limiting yourself <name> ?”
2.3. Campaign 3
2.3.1. Segment: Ordered SOLO/DUO, Previous loyal , Previous customer
2.3.1.1. Type: Content
2.3.1.1.1. Offer - talk about ways they might not be fully utilising their canoe hint at weight of panel , proper rowing equipment and stabilisation of the boat Eg subject line - “<name> Quick! Learn to fully use your canoe”
2.4. Campaign 4
2.4.1. Segment: Ordered SOLO/DUO, Previous loyal , Previous customer
2.4.1.1. Type: Sales
2.4.1.1.1. Offer - Promoting accessories with emotion provoking copy to get them to purchase Eg subject line - “make the most out of your canoe!”
2.5. Campaign 5
2.5.1. Segment: Previous loyal, Previous VIP
2.5.1.1. Type: Plain text
2.5.1.1.1. Offer - Just a plain text email with personalisation it is meant to seem as if it's from the founder of the company righting himself to thank them personally Eg subject line “this is for you <name>....”
2.6. Campaign 6
2.6.1. Segment: 60 day unengaged
2.6.1.1. Type: Content
2.6.1.1.1. Offer - why my canoe is better than the competitors Eg subject line - “not your average canoe brand… “
2.7. Campaign 7
2.7.1. Segment: No purchase, engaged
2.7.1.1. Type: Sales
2.7.1.1.1. Offer - Discount + FOMO Eg subject line - “You don't have much time left…..”
2.8. Campaign 8
2.8.1. Segment: High potential
2.8.1.1. Type: Sales
2.8.1.1.1. Offer - Limited time only deal Eg subject line - “let's make a deal…”
2.9. Campaign 9
2.9.1. Segment: 60 day unengaged
2.9.1.1. Type: Content
2.9.1.1.1. Offer - explaining how there is no risk to buying a canoe using emotive language Eg subject line - “why wouldn't you”
2.10. Campaign 10
2.10.1. Segment: Previous loyal
2.10.1.1. Type: Content
2.10.1.1.1. Offer - 3 golden rules of canoeing
2.11. Campaign 11
2.11.1. Segment: Ordered SOLO / DUO
2.11.1.1. Type: Sales
2.11.1.1.1. Offer - deal on accessories if they buy more than 1 Eg subject line - “you wont want to miss this”
2.12. Campaign 12
2.12.1. Segment: High potential
2.12.1.1. Type: Content
2.12.1.1.1. Offer - Talk about how the product could improve the environment overall Eg subject line - “the earth will thank you”
3. These will all be lopped and scheduled together within klaviyo to prevent spam!
4. Segmentation
4.1. High potential
4.1.1. Started checkout sequence
4.2. No purchase, engaged
4.3. Ordered SOLO
4.4. Ordered DUO
4.5. Previous loyal
4.5.1. Previous however revenue less than 1200
4.6. Previous VIP
4.6.1. Previous however revenue is AT LEAST 1200
4.7. 90 day unengaged
4.7.1. Last step before removal
4.8. 60 day unengaged
4.9. Previous customer, no recent order, engaged
4.9.1. No recent Order: 30 days