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Double Your Email Marketing Revenue in Klaviyo with Automation Resends


How to Double Email Marketing Revenue in Klaviyo with Automation Resends

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.

how to double email marketing revenue in klaviyo with automation resends

Catch the Video Walk-Thru

When I Take On A New Client

For most eCommerce businesses, if email marketing is taken seriously at all (and you’d be surprised how infrequently that is the case) most of the email marketing revenue generated comes from Campaigns, or one-off emails, sent out anywhere from once to three times a week.

This is all well and good, but campaigns are labor intensive, as I’ve said and they generally only get you one shot of revenue. (For anyone wanting to supercharge your efforts in Campaigns, there’s an article you need to read, coming soon.)

If you want to make any more money, you need to create a brand new campaign.

This is why I prefer to start on automations, provided the Campaigns are already at least humming along. (If they’re not, we start there.) But as long as Campaigns are already being sent and revenue is being appropriately generated, I move on to automations.

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?

Clone the butler?

Correct. We’re cloning the butler. Realistically your butler can only reach 20-30% of your incoming traffic anyway. That’s the average open rate. So, what would you do if you had a storefront in the real world and you had such an amount of foot traffic that your butler on duty could only talk to 20-30% of them?

You’d probably hire another butler. (Or, teach your butler how to be better at their job.)

“But, Danny isn’t that what Email #2 and #3 are for?”

Mmmmmm, no – not really. Why?

Because Email #2 is for your customer’s next interaction with your brand. The Email #2 butler ought to have a different personality and mannerisms than the Email #1 butler. Why? Because you’re catching people at different stages of the sales funnel called “knowing you”. 

You need to speak to the occasion.

So, let’s rewind. It’s Email #1 butler time. You’ve got 100 people in the storefront and your butler’s opening line is something like, “Thanks for stopping by!” (This would be Email #1’s subject line, for those of you who aren’t following my butler analogy.)

I don’t know about you, but I wouldn’t resonate with that too much. I’d probably look askance at your butler and give a cursory smile or just pretend to be looking around or stare off into space. Bottom line, I don’t want to talk to that butler.

So, what if we cloned Email #1 butler and taught him (or her) a different opening line for everyone who doesn’t want to be thanked simply for showing up. Something like, “Hey! Want a discount?”

That’s my kind of butler. I’m talking to that butler.

Same butler, just a different opening line. All of a sudden you’ve got one butler covering 30% of your visitors and another butler covering another 30% of your visitors simply for offering a different opening line and guess what? You’ve doubled your revenue for Email #1.

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.

Getting Started in Klaviyo Flows

To start, we’re going to be dealing with automations, and in Klaviyo they’re called Flows.

These babies alway start with some sort of trigger, which you’ll set up yourself and which isn’t in the scope of this article. But, briefly the key components of your flow starting look like this:

  1. A trigger starts the flow
  2. You might include a time delay so that your emails don’t send immediately without any chance for someone to filter themselves out
  3. Finally, you send an email, or two, or three thousand.

Now, I don’t recommend setting up resends for every single flow in eCommerce, but for those of you who got my Total Email Automation Blueprint of Practically Every eCommerce Email Automation You’ll Likely Ever Need, Plus a Few More, I make a note of the ones I do recommend resends for and the ones I don’t.

So, to kick this off right, assuming you’ve already got some emails established, you need to open up the editing of your email in a new tab. (You don’t have to, but this makes it easy.) Hold down Ctrl or Cmd and left-click the Edit button once you’ve selected your email.

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

So, here we are in the open tab of Email #1A…

Find in the URL the unique Message code sandwiched between two lashes, with “message” on the left and “content” on the right. That’s the code you need to copy…

…and paste into your equals field, whereupon it will likely change the name to the name of Email #1A.

What does this language mean?

Suppose Jenny gets Email #1A. Jenny then goes into a holding pattern for a day. Whereupon she is entered into a Conditional Split and the bots determine which side Jenny should go down.

Bots: “Did Jenny open Email #1?

If the answer is Yes, then she goes down the Yes path. If the answer is No, she goes down the No path.

And this is where our Resend comes in. Clone your Email #1…

  1. Drag your cloned email down into the No field
  2. Rename your cloned email to something like Email #1B
  3. Change your subject line of Email #1B to a reasonable enough degree that you think it might appeal to the people who glossed over Email #1A’s subject line. I like to throw in first name syntaxes, emojis, symbols, etc.

Finally, drag a new Time Delay in between your reconnection node and Email #2 in your flow, and set it for one day.

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.