Building powerful email campaigns: A deep dive with Brian Becker

In the latest episode of Click To Buy, we had the pleasure of chatting with Brian Becker, the co-founder of FlowCandy. FlowCandy is a lifecycle marketing agency that specializes in Klaviyo for e-commerce brands. Brian shared a wealth of knowledge about driving email marketing success, from the fundamentals of growing your email list to advanced strategies using AI tools. Here are the five biggest takeaways from our conversation.

Who is Brian Becker?

Brian Becker is the co-founder of FlowCandy, a lifecycle marketing agency that helps e-commerce brands maximize their email marketing efforts using Klaviyo. With extensive experience in design, marketing, email, SMS, branding, customer journey, and content creation, Brian brings a holistic approach to helping brands succeed. He is also the co-host of the podcast Why Brands Work, which decodes the tactics and strategies behind successful brands.

Email marketing mastery with Brian Becker:

To get the full episode, listen in via Spotify or watch the video version on YouTube:

1. Grow your traffic to grow your email list

One of the best ways to grow your email list is to drive quality traffic to your site. There's no silver bullet or quick hack; it's about generating genuine interest in your brand.

"The best way to grow your email list is to grow your traffic at the end of the day. Quality traffic leads to quality subscribers," Brian advises.

How to drive more traffic:

1. Enhance your ads: Create compelling ads that target your ideal audience.

2. Boost organic social media: Post regularly and engage with your followers to drive organic traffic.

3. Optimize your website: Ensure your site is user-friendly and attractive to visitors.

4. Test and refine pop-ups: Use creative and engaging pop-ups to capture email addresses.

2. Create compelling content pillars

Developing strong content pillars is crucial for a cohesive and effective email marketing strategy.

"Campaign strategy is something that is so hard to get right," says Brian."But when you do get it right, it is just an absolute superpower."

How to create content pillars:

1. Identify key themes: Determine the main topics your audience cares about.

2. Mix content types: Include educational emails, promotional content, and industry news.

3. Stay consistent: Regularly send emails based on your established pillars.

4. Analyze and adjust: Continuously review the performance of your content and make necessary adjustments.

3. Utilize Klaviyo’s Templated Flows

For those new to Klaviyo, leveraging the platform’s tools, templates, and features can save time and deliver effective results.

"Use the templated flows that Klaviyo already has. It’s about having it running and learning the platform," advises Brian.

How to get started with Klaviyo:

1. Set up basics: Start with essential flows like welcome series, abandoned checkout, and post-purchase series.

2. Customize templates: Adjust templates to reflect your brand’s voice and style.

3. Get hands-on: Spend time learning and experimenting with Klaviyo’s features.

4. Monitor performance: Track the results and tweak the flows as needed.

4. Leverage Klaviyo’s AI Tools

Advanced users should take advantage of Klaviyo’s AI tools to streamline their workflows and enhance segmentation.

"The AI tools from Klaviyo can save you a ton of time. You can describe what you need, and it builds out the flows for you," Brian emphasizes.

How to try Klaviyo's AI features:

1. Explore AI features: Familiarize yourself with Klaviyo’s AI capabilities.

2. Use AI for segmentation: Let AI help you create and refine customer segments.

3. Automate flows: Utilize AI to automate complex email flows.

4. Stay updated: Keep up with new AI developments and updates from Klaviyo.

5. Document Your Email Strategy

Having a documented email marketing strategy is essential to ensure consistency and effectiveness!

"If there's one thing I would recommend, it's actually documenting a strategy. Know where customers are moving through the journey," stresses Brian.

How to document your email strategy:

1. Map the customer journey: Identify every touchpoint a customer has with your brand.

2. Create a strategy document: Outline your email marketing goals, tactics, and metrics.

3. Regular reviews: Periodically review and update your strategy document.

4. Train your team: Ensure everyone involved understands the strategy and their role in executing it.

Brian's Click-Worthy Tip: Marketing fundamentals

Brian’s top tip is to focus on marketing fundamentals. Understand your customer’s pain points and craft your messaging to resonate deeply with them. This approach should be consistent across all your marketing efforts.

"How do you take the product and really drill down into how you talk about it to your customers that you're able to resonate with them? That's the click-worthy thing," says Brian.

Final Thoughts

Our conversation with Brian Becker was packed with valuable insights for anyone looking to elevate their email marketing game. Whether you're new to Klaviyo or an advanced user, there's something here for everyone. Remember, the key to success is focusing on quality, understanding your audience, and continually refining your strategy.