Stop 4 of 8 · Weekly
Klaviyo from what sold
Four flows and next month's campaigns written from last month's sales table, with a rule about what a subject line may promise.
Flows that know what sold
Omar's Klaviyo account has a welcome series he wrote in 2022 and three flows a template switched on. None of them know what sold last month. The margin table from stop 2 does, and that table is what the copy should come out of, because a flow built on your best margin beats a flow built on your loudest photo.
Four flows carry a store this size.
Welcome, two emails. What the brand is for, then the one handle that most often turns into a first purchase. Stop 2 told you which handle that is.
Abandoned cart, two emails. The item, the fit answer for that item from the size chart, the returns line from the policy file. No discount in the first email, because a store that discounts on hour two teaches people to abandon.
Post-purchase, two emails. Care instructions from the glossary, then the handle most often bought second by people who bought this one.
Win-back, one email. Customers whose last order is more than 120 days old, built around something they have not bought yet.
Copy per email, not per campaign
Ask for the whole email, not a theme: subject, preview text, body under 120 words, one call to action, and the segment conditions. A campaign brief is a thing Omar then has to write. Seven finished emails he edits is a thing he can send on Thursday.
What a subject line must not promise
It may promise what is already true in Shopify: a code he created, stock he can see in the inventory export, the shipping threshold in the policy file. It may not promise a delivery date, a restock date, or any price or discount percentage that no code exists for. The number in the subject line comes from Omar, quoted as he wrote it, never worked out from the retail price.
Try this
[paste the top 20 handles from your stop 2 table, with units, net revenue and return rate] Write the four Klaviyo flows for my store using only these products: welcome (2 emails), abandoned cart (2), post-purchase (2), win-back (1). For each email give me subject line, preview text, body under 120 words, one call to action, and the segment conditions in the form Klaviyo asks for. Use the voice and the policy from this Project. Name no discount, price or delivery date anywhere. After each email, tell me which handle you chose and why that one.
Here is the promo I actually created in Shopify: [paste the code, the discount and the end date]. Give me eight subject lines under 45 characters. Four may name the offer exactly as I wrote it. Four must sell the product with no offer at all. No exclamation marks, no all caps, no delivery or restock promise. Then tell me which two you would send and what each one is betting on.
[upload the Klaviyo campaign and flow export for last month] Rank campaigns and flows by revenue per recipient, then by unsubscribe rate. Tell me which subject line pattern earned the most and which one cost me the most subscribers. Then draft next month's four campaign subject lines in the winning pattern, for the products in the sales table I gave you.