Amanda Facelle Varellas

Working alongside Lauren and her team has been incredible. Their email and SMS expertise has had a tremendous impact on our revenue and number of subscription trials. Thanks to them, we achieved an outstanding YoY growth of over 250% in subscriptions attributed to both email and SMS. Their contribution has been remarkable.

Help identify bottlenecks, opportunities for optimization, and areas where automation can be enhanced to deliver a better subscriber experience. This audit helps ensure that email marketing efforts are well-structured, targeted, and aligned with the brand's goals, ultimately leading to higher conversion rates and customer satisfaction.

Perform a comprehensive analysis of the automated email sequences and workflows to assess the effectiveness and efficiency of the current program 

Review of flow triggers that includes the events, timing, etc. 

Examine personalization tactics and segmentation strategies

Review email content, design, and branding

Evaluation of email delivery, open rates, click-through rates, and conversion rates

Analyze email delivery rates and potential deliverability issues

2. Deep-dive into the list to analyze current customer behavior and how they interact with emails and flows

Gain a deeper understanding of the email subscribers and their preferences/shopping behavior 

3. Identify areas for improvement and optimization 

Provide actionable recommendations and suggestions for enhancing the program's performance

Propose enhancements for the timing, triggers, and segmentation strategies, plus more for the current flows 

Offer suggestions for enhancing email templates and content of the current flows (copy and creative recommendations) and provide learnings for ongoing optimization across content strategy, creative and copy

Share recommendations for additional flows that are not already set up to help improve the email marketing program 

Provide insights and recommendations for audience-centric email marketing to create more targeted and effective email flows/campaigns

Scope of Work
 
Overview
Help identify bottlenecks, opportunities for optimization, and areas where automation can be enhanced to deliver a better subscriber experience. This audit helps ensure that email marketing efforts are well-structured, targeted, and aligned with the brand's goals, ultimately leading to higher conversion rates and customer satisfaction.

Perform a comprehensive analysis of the automated email sequences and workflows to assess the effectiveness and efficiency of the current program 
Review of flow triggers that includes the events, timing, etc. 
Examine personalization tactics and segmentation strategies
Review email content, design, and branding
Evaluation of email delivery, open rates, click-through rates, and conversion rates
Analyze email delivery rates and potential deliverability issues
2. Deep-dive into the list to analyze current customer behavior and how they interact with emails and flows
Gain a deeper understanding of the email subscribers and their preferences/shopping behavior 
3. Identify areas for improvement and optimization 

 
Deliverables 
Provide actionable recommendations and suggestions for enhancing the program's performance
Propose enhancements for the timing, triggers, and segmentation strategies, plus more for the current flows 
Offer suggestions for enhancing email templates and content of the current flows (copy and creative recommendations) and provide learnings for ongoing optimization across content strategy, creative and copy
Share recommendations for additional flows that are not already set up to help improve the email marketing program 
Provide insights and recommendations for audience-centric email marketing to create more targeted and effective email flows/campaigns

Email Marketing Audit

Develop a welcome series that introduces the new subscriber to the brand by sharing the brand story, value props, product information, press/reviews, follow us on social, plus more.

Increase brand credibility: chance to make a good first impression with new subscribers 

Set the tone: reinforce the benefits of being subscribed to the list

Storytelling: emphasize brand value props and how you differ from competitors

Product education: showcase your products and introduce product categories 

Strategy, brief creation, copy/creative, execution, and reporting for all emails

Create a high-level strategy with content ideas for brand approval

Setup, test, and send campaigns in Klaviyo 

Welcome Series 
Develop a welcome series that introduces the new subscriber to the brand by sharing the brand story, value props, product information, press/reviews, follow us on social, plus more.

Objective
Increase brand credibility: chance to make a good first impression with new subscribers 
Set the tone: reinforce the benefits of being subscribed to the list
Storytelling: emphasize brand value props and how you differ from competitors
Product education: showcase your products and introduce product categories 
Strategy, brief creation, copy/creative, execution, and reporting for all emails
Create a high-level strategy with content ideas for brand approval
Work on copy and creative (optional)
Setup, test, and send campaigns in Klaviyo 
Ongoing reporting

Welcome Series

Create a post-purchase strategy that boosts conversions, retains customers and drives repeat purchases. Customers will be broken into segments based on what they purchased and other key information we have about them. 

Reviews/referrals/social: encourage customers to follow/post on social, write reviews, and refer friends

Repeat purchasers/product recommendations (cross-sell): series of emails that suggest complementary products and make recommendations based on what similar customers bought next

Data analysis + high-level segmentation strategy 

Will provide costs for execution once strategy is complete 

Post-Purchase Strategy 
Create a post-purchase strategy that boosts conversions, retains customers and drives repeat purchases. Customers will be broken into segments based on what they purchased and other key information we have about them. 

Objective
Thank you + welcome
Reviews/referrals/social: encourage customers to follow/post on social, write reviews, and refer friends
Repeat purchasers/product recommendations (cross-sell): series of emails that suggest complementary products and make recommendations based on what similar customers bought next

Deliverables
Data analysis + high-level segmentation strategy 
Will provide costs for execution once strategy is complete

Post-Purchase Strategy

Strategy, execution, and reporting for weekly email campaigns each month 

Monthly Campaign Calendar Planning: develop and maintain campaign strategy/content calendar 

Campaign Briefs creative brief development 

Strategy, execution, and reporting for w campaigns each month 

Reporting/Analysis: set up weekly and monthly reporting structure 

Use the data and reporting to help make recommendations to optimize the email program on an ongoing basis

Recommendations may be outside of the scope and will be priced out accordingly 

 Ongoing strategy for onsite acquisition 

Campaign Emails
Strategy, execution, and reporting for weekly email campaigns each month 
Monthly Campaign Calendar Planning: develop and maintain campaign strategy/content calendar 
Campaign Briefs creative brief development 
Copy and creative development (optional)
Strategy, execution, and reporting for w campaigns each month 
Reporting/Analysis: set up weekly and monthly reporting structure 

Strategy Adjustment + Recommendations 
Use the data and reporting to help make recommendations to optimize the email program on an ongoing basis
Recommendations may be outside of the scope and will be priced out accordingly 

Acquisition Strategy 
 Ongoing strategy for onsite acquisition

Monthly Email Retainer

All of these abandonment flows aims to re-engage and convert users who have taken action on the website but abandoned without making a purchase. These emails are designed to recapture the attention and interest of these users, encouraging them to take desired actions such as making a purchase, signing up for a newsletter, or completing a registration.

Follow-up email sent to customers who started checkout but left the site without purchasing to help remind the customer to come back and finish checking out. 

Follow-up email sent to customers who have added items to their cart but left the site without starting checkout or purchasing. The goal is to help remind the customer what they left in their cart and to come back to purchase 

Follow-up email sent to customers who have browsed items but left the site without adding to cart or purchasing. This helps remind the customer what they were browsing to come back and make a purchase.

Follow-up email sent to customers who have browsed a category page but did not click on a PDP. This helps remind the customer to come back and continue shopping.

The deliverables for the above include strategy, brief creation, execution, copy/creative, and reporting for all triggered emails

Create high-level strategy with content ideas for brand approval

All of these abandonment flows aims to re-engage and convert users who have taken action on the website but abandoned without making a purchase. These emails are designed to recapture the attention and interest of these users, encouraging them to take desired actions such as making a purchase, signing up for a newsletter, or completing a registration.

Abandoned Checkout 
Follow-up email sent to customers who started checkout but left the site without purchasing to help remind the customer to come back and finish checking out. 

Abandoned Cart
Follow-up email sent to customers who have added items to their cart but left the site without starting checkout or purchasing. The goal is to help remind the customer what they left in their cart and to come back to purchase 

Browse Abandonment (Product)
Follow-up email sent to customers who have browsed items but left the site without adding to cart or purchasing. This helps remind the customer what they were browsing to come back and make a purchase.

Browse Abandonment (Category)
Follow-up email sent to customers who have browsed a category page but did not click on a PDP. This helps remind the customer to come back and continue shopping.

The deliverables for the above include strategy, brief creation, execution, copy/creative, and reporting for all triggered emails
Create high-level strategy with content ideas for brand approval
Copy and creative development (optional)
Setup, test, and send campaigns in Klaviyo 
Ongoing reporting