New Tools to Get Timely & Targeted with Triggered Emails
When it comes to email marketing, quality over quantity is an important principle to guide both how you grow your email list as well as how you ramp up your email sending. Being mindful of how many emails you’re firing to the average customer or subscriber can make or break your marketing strategy overtime.
Following the launch of Klaviyo’s new visual flow builder, marketers now have new tools available to gain more control over how and when automated emails send.
Let’s dive into two key ways you can level up your automation and get more timely and targeted with triggered emails.
Send-by-Timezone For Flow Emails
With campaign sending in Klaviyo, there has always been an option to schedule a campaign and make sure all recipients get your email at the same set time in their local timezone. With this new option available in Klaviyo’s Flow Builder, there is a new way to maximize engagement with automated emails.
How important is it to control what time an email hits a recipient’s inbox? We analyzed over 20K emails sent to over a billion email addresses last month to answer this question. The data verifies that yes, getting the timing right for your audience can absolutely lead to stronger engagement.
Determining the best time to schedule different emails in a behavior-triggered series often requires iterative testing and optimization. Whether you decide to follow industry best practices, or go against the grain, experimentation is the best way to get it right. If you have high performing emails that are not yet sending by timezone, you can add a random split to your flow series and start testing this new strategy today.
Restrict Sending to Certain Days of the Week
Having control over when a given email will send means more than just optimizing the time of day. Managing the frequency and cadence of your sending is just as important.
For scheduled campaign sends, you can manually choose the right day for each campaign. Building out an marketing calendar on a weekly or monthly basis can help you plan ahead and develop a sending cadence your subscribers will come to know and expect.
An automated email flow, by nature, will be set in motion anytime someone takes the triggering action. This doesn’t mean you can’t establish rules around how and when your automated emails will send. Klaviyo now supports a way to restrict flow emails to only send on specific days of the week.
Let’s say you want to limit your scheduled campaigns to Tuesday and Thursday mornings. All other weekdays, and weekends, are then open for triggered emails to take priority. For certain automated flows — think Abandoned Cart reminders, or others that come at a critical stage in the customer lifecycle — you may want a first email to send at a specific time point regardless of what day of the week it is. For other flows, or follow up emails in a series, you can establish the general cadence between each one but choose to restrict them so they only send on Monday, Wednesday, and Friday afternoons. If Email #3 is supposed to send after 10 days, but Day 10 is a Sunday, we’ll just delay the send one day further until Monday at the time you set.
By strategically setting your delays between automated emails, and restricting sending to certain days of the week, you can begin to weave flow emails into an existing campaign calendar. You can also avoid sending emails when your audience is unlikely to open and engage. If you know that you see a general drop in open rates on Saturdays and Sundays, you can make sure any email scheduled to send over the weekend will instead wait until Monday.
Along with the ability to localize flow email sending by recipient timezone, you can now feel more confident than ever building out a robust email marketing strategy coordinating timely sending across scheduled campaigns and triggered flows.