Early on in my email marketing career I was clued into a little revenue-boosting hack that everyone ought to be using, and that is the email resend.

What started out as a pretty clunky attempt has blossomed into a razor sharp system that I employ for all my email clients and recommend that you do the same, because it can literally double your email marketing revenue and hits the 80/20 “don’t reinvent the wheel” sweetspot.

Think about it…

You create a beautiful email. And, anyone who makes emails for a living, whether you’re an email marketing professional or an eCommerce store owner, knows that the creation of an email is (or it ought to be) a labor of love.

So when this little beauty rolls off the production line and lo and behold, it actually makes money, you’re like, “Awesome! Now I have to do it again.”

But, what if “do it again” was a lot easier than you might think? There’s a simple way to do this via Campaigns, and another way to do it with your Flows and both of them work. For this blog post and in the following video, I talk about How to Setup Resends in Klaviyo Automations to Double Email Marketing Revenue.

If you’re looking for How to Setup Resends in Klaviyo Campaigns, that tutorial will be out soon. I’ve developed a way to set up your resends and a few clever segments so that you can schedule campaigns weeks in advance, including your resends. (As opposed to scheduling your first email, waiting until it’s been delivered, and then resending on the day. In effect, you’re able to batch your resends, which is brilliant.)

Early on in my email marketing career I was clued into a little revenue-boosting hack that everyone ought to be using, and that is the email resend.

What started out as a pretty clunky attempt has blossomed into a razor sharp system that I employ for all my email clients and recommend that you do the same, because it can literally double your email marketing revenue and hits the 80/20 “don’t reinvent the wheel” sweetspot.

The Email Automation Goal

What’s the goal here? Why are we focusing on automations? Because they run quite literally like clockwork.

You start a shop, you get opt-tins, or people abandon their cart or whatever. The bottom line is that people start lining up to go through your automation maze. This can be a super simple maze, or it can be a highly complex Rube Goldberg machine.

Whatever the case, with this influx of traffic, you have an automation system that responds to the triggers.

Trigger: Someone signs up for your Welcome Flow
Response: Send that someone Email #1 in the Welcome Flow

The number of emails in your Welcome Flow will ultimately determine how many people open, click and buy from your Welcome Flow. Hit the right notes and you’ll play a tune:

• Offer a discount
• Send the discount code
• Make a sale

Automation emails are the retention engine room of your online business. They’re the robotic butlers of your 24/7 store on the interwebs tending to the concerns of your patrons and assisting them with their purchases.

Are all robotic butlers created equal? No. That’s why I recommend a sort of Robotic Butler Bootcamp to turn your current iteration into something more akin to Alfred from Batman. (Or even, Batman playing the role of Alfred. #mindbender) You’ll know what I mean when you check out the course.

Chances are if you remain in business, your butler’s probably doing a reasonable job. So, why not clone him?

The eCommerce Conundrum

So, a lot of people get into eCommerce so they have more freedom. Time freedom, location freedom, financial freedom. You know: The Laptop Lifestyle, right?

If this is your goal, then you need to have your automation game on point. When it is, your automated emails (aka. Flows, Autoresponders, Sequences) act like an ATM got stuck in the “give cash” mode.

Not only that, everything gets better when this happens. Not just your email marketing stats. Everything.

• The Conversion Rate of your site goes up because people are signing up for your first-purchase discount and you’re delivering that discount via email.
• Because of that discount, AOV (average order value) goes up because people statistically spend more than they would ordinarily if something is discounted.
• Your customer lifetime value (CLV or LTV) increases because you’re hitting your customers at strategic points to encourage further purchases. 
• When you’ve got your referral program with automations setup, your referral rates obviously go up.
• Between this, and your AOV and your LTV increases, your CAC (customer acquisition cost) goes way down, giving you more money to spend on advertising… or a Mercedes.
• Obviously your bottom line gets bigger, and you and your accountant smile a lot more.
• Literally everything gets better when your automation system is established and constantly improving.

That’s the key. Constantly improving. I’ve got an Automation Optimization course that is hugely beneficial for anyone wanting to scale their operation, but to start, you need to actually set up your automation emails the right way.

So, how do you set this up? Let’s jump over to Klaviyo.

Klaviyo: The Gold Standard of Shopify Email Service Providers

I love Klaviyo. It’s clever. It’s robust. It can do pretty much everything you want it to do, besides act as a CRM. (Active Campaign is better for that, with all the functionality of Klaviyo from my understanding.)

I have many 7- and 8-figure clients on Shopify and almost every one of them is on Klaviyo. So, the way I figure it, if it’s good enough for them it’s probably good enough for you and me, right?

Want to grab a free trial? Click here.

Oh, and if you want to get my Total Email Automation Blueprint of Practically Every eCommerce Email Automation You’ll Likely Ever Need, Plus a Few More, then you can click right here.

As already stated, very few influencers and affiliates enter into these relationships so that they can feel like corporate shills. They do it because it helps them to keep the lights on, and many of them have strict ethical and moral standards that do not allow them to promote any products they don’t believe in.

Anyone who doesn’t have these standards for themselves probably isn’t very good at what they do, or they come with a huge list built on the back of a long time spent being genuine, and now they’ve flipped to a numbers-driven, quantity-over-quality approach to get while the gettin’s good.

The last thing these folks want or need to deal with is you shifting them to a lower commission tier so you can make more money, or delaying their payments. 

Many aspiring entrepreneurs establish early relationships with affiliates “writing checks that their butts can’t cash” so to speak. They offer massive commissions because they likely have no idea what the true cost of running their business is, or the real-life COGS of their products. Subsequently, they get a rude shock when they find out that every sale these early affiliates make is actually costing them money.

If you’re in a situation where you need to shift an affiliate down because you’ve finally done the “boring work” that no early entrepreneur wishes to do, which is find out how much it costs to do business, then my best advice is to be very up front and remember the relationship.

You’re about to ask someone to do the same amount of work and make less money. You’re effectively asking a long-standing employee to take a pay cut and that’s likely not going to go down well. 

Therefore, be humble, and give them the option to decline.

If you’re in a position where you now know your COGS and the cost of doing business, my suggestion is to create new lower percentage tiers to bring new blood in and water down the old blood. By this point, you can probably afford to go slightly in the hole with each sale from early, high-priced affiliates and make it up in your LTV.

It’s far better to keep your reputation as a good affiliate partner than to make a few extra bucks per sale on affiliates who, by their nature, tell people their opinion on things and who frequently collab with other affiliates you may wish to work with in the future.

Just leave it there. You’ll come back to it.

Next, you want to establish a Time Delay of one day and put it immediately after the first email. This is important because it gives recipients of Email #1 time to open the email, before they hit our upcoming conditional split.

I’d also recommend changing the name of your first email by putting an A suffix onto it. (Eg. Email #1 becomes Email #1A… this will come in handy once we get into deep analytics of Klaviyo and setting up fancy charts to tell you which flow emails are performing the best and which ones you need to take a look at – all at a glance.)

Next, you’re going to drag over a Conditional Split, to just after the one-day Time Delay.

Click on your Conditional Split to configure it, and here’s the configuration:

• • Based on What someone has done (or not done)
  • Person has Opened Email
  • At least once
  • Over all time

Finally, click that filter button circled in the picture.

From here, filtering opens up and here’s the configuration for that:

• Where: Message
• Equals: this is where you hop over to your opened editing tab of Email #1A

And you’re done!

Now you can repeat the process for all the other emails in the flow. This handy system maximizes your efforts, and it does so in a way that no one is going to be alienated.

The only people who are going to even receive Email #1B are those who didn’t see Email #1A. For them, it’s like that email didn’t exist.

Why and How This Strategy Works to Double Your Email Marketing Revenue

Let’s say you’ve got a Welcome Flow that’s a total of five emails deep, with no Resends.

If you get an average 30% open rate on each of those, you’ve shown the contents of that email to 300 out of every 1,0000 people who receive it, right?

Three of those people have the ability to take action on the contents of each of the emails. For the other 7,000 people, the email simply doesn’t exist.

So, by applying my Resend Method especially to the money making email flows, you nearly double the eyes on each of your original emails.

Let’s say you only get a 25% open rate for each of your resends. Twenty-five percent of the 7,000 leftover people is 1,750… That’s 1,750 more people who have now opened one of your emails. Multiply that by five emails… you get the idea.

It’s only work once. Set up the Resends in your flow the right way, and it will pay dividends, and the Automation side of your email marketing department will start to compete with your Campaigns side and that brings peace of mind like you wouldn’t believe.

That’s when you can go on a vacation. Schedule your campaigns and walk away knowing that your Flows are going to be kicking in consistent, trackable, historical revenue.

That’s golden.