Question 1

What is email marketing actually for in an ecommerce store?

Accepted Answer

Email is your owned sales channel. Ads rent attention; email keeps it. For most ecommerce brands it should drive 25 to 40 percent of total revenue through a mix of automated flows and weekly campaigns, at a fraction of the cost of paid media.

Question 2

How much revenue should email be driving for my store?

Accepted Answer

A healthy Klaviyo account contributes 25 to 40 percent of total store revenue. If you are under 15 percent, the gap is usually a mix of missing flows, thin campaign cadence and poor list health, all of which are fixable inside a quarter.

Question 3

How quickly will I see results from a proper email program?

Accepted Answer

Most stores see a meaningful lift inside the first 30 days once the core flows are live and campaigns start going out weekly. Compounding gains come as segmentation, sign-up forms and deliverability improve over the next 60 to 90 days.

Question 4

What results should I realistically expect in the first 90 days?

Accepted Answer

Expect the essential flows contributing double-digit percent of revenue by day 30, a lifted campaign click and conversion rate by day 60, and total email revenue share climbing 5 to 15 points by day 90. Bigger jumps come from bigger starting gaps.

Question 5

Why do you recommend Klaviyo over Mailchimp or Omnisend?

Accepted Answer

Klaviyo is built for ecommerce data. It reads product, order and browse events natively, has the strongest segmentation engine, and its deliverability is consistently better than the generalist tools. For a serious ecommerce brand it pays for itself quickly.

Question 6

Do I have to be on Klaviyo to work with In-box?

Accepted Answer

It is where we do our best work, but no. If you are on Mailchimp, Omnisend, Attentive or another platform we will handle the migration end to end as part of onboarding, including flows, segments, templates and historical data.

Question 7

How long does a Klaviyo migration take?

Accepted Answer

A typical Shopify to Klaviyo migration takes two to three weeks. That covers list import with consent status preserved, the core flows rebuilt, brand templates, segmentation, deliverability set-up and side-by-side testing before we cut over.

Question 8

Does Klaviyo integrate with my Shopify or WooCommerce store?

Accepted Answer

Yes. Klaviyo has a native two-way Shopify integration and supports WooCommerce, BigCommerce and Magento. Product, cart, checkout and order data all flow in automatically, which is what powers the segmentation and flows.

Question 9

Which email flows does every ecommerce store need?

Accepted Answer

At minimum: welcome, browse abandonment, cart abandonment, checkout abandonment, post-purchase, winback and a VIP flow. Together these are usually 20 to 30 percent of total email revenue and run in the background without more work from you.

Question 10

How many emails should the abandoned cart flow have?

Accepted Answer

Three is the sweet spot. Send the first around one hour after abandonment while intent is hot, the second at 24 hours with social proof or a reason to come back, and the third at 48 to 72 hours if you use an offer. More than three usually just annoys people.

Question 11

How is browse abandonment different from cart abandonment?

Accepted Answer

Browse abandonment triggers when someone views a product but does not add to cart. Cart abandonment triggers when they add to cart and leave. Browse converts less, so keep it lighter and product-focused, and reserve any incentives for cart and checkout.

Question 12

Should the welcome flow include a discount?

Accepted Answer

If you offer a sign-up incentive on your form, the welcome flow delivers it. If not, use welcome to introduce the brand, hero products and social proof. Discounts train some buyers to wait, so higher-margin brands often skip them in favour of a stronger brand story.

Question 13

What is a post-purchase flow for and how long should it run?

Accepted Answer

It thanks the buyer, sets expectations for delivery, asks for a review at the right moment, and gently moves them toward a second purchase. Run it over the two to four weeks after the order, timed around the actual product experience, not just the order date.

Question 14

How often should I send email campaigns?

Accepted Answer

One to two campaigns a week is the right range for most ecommerce brands. Fewer and you leave revenue on the table; more and unsubscribes and spam complaints climb. Cadence should track your buying cycle, not an arbitrary calendar.

Question 15

Will sending more emails burn out my list?

Accepted Answer

Not if you segment properly. Send full-frequency to your engaged 90-day segment and reduce cadence for less engaged profiles. Fatigue almost always comes from sending the same message to everyone, not from volume itself.

Question 16

How do I write subject lines that actually get opened?

Accepted Answer

Keep them under 50 characters, lead with a specific benefit or curiosity gap, and skip the marketing clichés. Preview text should extend the subject line, not repeat it. Test two options on every send and let the winners inform the next month.

Question 17

Is a Black Friday plan different from the rest of the year?

Accepted Answer

Yes. Warm the list in October, tease the offer a week out, run a tight three to five email BFCM sequence with clear urgency, then follow up with a Cyber Monday and last-chance send. Segment hard so buyers do not keep getting sale emails after they order.

Question 18

Why are my emails landing in the promotions or spam tab?

Accepted Answer

Usually a mix of unauthenticated sending domain, poor engagement, image-heavy templates and a stale list. Fixing SPF, DKIM and DMARC, sunsetting cold profiles and tightening your engaged segment fixes it faster than any subject-line change.

Question 19

What are SPF, DKIM and DMARC and do I need all three?

Accepted Answer

They are DNS records that prove your emails really come from you. SPF and DKIM authenticate the send, DMARC tells inbox providers what to do if a message fails. Gmail and Yahoo now require all three for anyone sending more than 5,000 emails a day.

Question 20

Should I remove people who never open my emails?

Accepted Answer

Yes, but gradually. Run a winback flow first, then sunset profiles that have not opened or clicked in 90 to 180 days. A smaller engaged list beats a big cold one every time because inbox providers reward engagement rates, not raw volume.

Question 21

How do I grow my list without buying it?

Accepted Answer

Never buy a list, it will destroy deliverability. Grow with well-designed sign-up forms on your site, an incentive tied to first order, and post-purchase opt-in. A good on-site form should convert 3 to 6 percent of visitors, well above the 1 percent industry average.

Question 22

How do I know if my sender reputation is healthy?

Accepted Answer

Watch three numbers weekly: open rate above 30 percent on engaged segments, spam complaint rate under 0.1 percent, and bounce rate under 1 percent. Google Postmaster Tools and Klaviyo's deliverability dashboard show it directly.

Question 23

Should I add SMS as a channel or stick with email?

Accepted Answer

Add SMS once email is running well. It is not a replacement, it is a complement. SMS wins for time-sensitive moments like abandoned checkout, back-in-stock, drops and BFCM. Email keeps carrying the storytelling, cadence and margin.

Question 24

How is SMS different from email in strategy?

Accepted Answer

Shorter, sharper, and much more expensive per send, so it has to earn its place. Keep it under 160 characters, one clear call to action, and reserve it for messages that genuinely benefit from being read in the next few minutes rather than the next day.

Question 25

Is it legal to send SMS marketing in New Zealand and Australia?

Accepted Answer

Yes, with proper consent. In New Zealand the Unsolicited Electronic Messages Act requires clear consent, sender identification and an unsubscribe path. Australia's Spam Act is similar. We set up compliant collection and unsubscribes as part of any SMS build.

Question 26

What size brand do you work with?

Accepted Answer

Growing ecommerce brands ready to treat email and SMS as a real revenue channel, typically doing at least NZ$50k a month in store revenue. Below that the biggest wins usually come from the store itself, not the email program.

Question 27

How involved do I need to be week to week?

Accepted Answer

As little as you want. We plan the calendar, write, design, send and report. Most clients spend under an hour a week reviewing next week's calendar and approving campaigns. You stay in charge of brand voice and offer decisions.

Question 28

What is included in the free account audit?

Accepted Answer

A deep review of your Klaviyo account: flow coverage and performance, deliverability set-up, list health, segmentation, sign-up forms, campaign cadence and missed revenue, plus a clear plan to fix the biggest gaps. No obligation, no pitch deck.

Question 29

How do you charge and are there lock-in contracts?

Accepted Answer

Flat monthly retainer scoped to your account and calendar, month to month. No lock-in and no percentage of revenue models. You get a dedicated strategist, copywriter and designer for that fee.

Email marketing, answered

Getting started

Klaviyo & platforms

Flows & automation

Campaigns & strategy

Deliverability & list health

SMS

Working with In-box

Ready to grow your email revenue?