Klaviyo Email Marketing Tutorial For Beginners (FULL SETUP)

0:00Hey there, I'm Max and last month I helped generate over $9 million just from email marketing for my e-commerce brand partners. And in this video, I'm going to be giving you a full beginners course on how to set up email marketing for your e-commerce store and doing a deep dive into Claio as the email marketing platform. Whether you're launching a new store and just getting started or you're scaling an existing store, email marketing is an absolute non-negotiable. It is your retention engine. It is your silent salesman and

0:26it's your highest ROI marketing channel. Email marketing is pennies compared to Facebook ads. In email marketing, you get to target people who already know, like, and trust you. That's why it is the highest ROI platform on the planet. Now, in the next few minutes, I'm going to walk you through everything you need to know to get started with Clavio email marketing, which is the go-to platform for e-commerce email marketing and how to set it up the right way. Now, why should you really be focusing on email in 2025 and 2026? I see brands that spend six figure a month on ads but still struggle to make a profit. Why is

0:55that? It is because they are neglecting their backend, which is with email and SMS, which is how you educate wary site visitors into actual buyers. And it's how you turn one-time buyers into multi-time buyers. And the brands that we're working with are generating an average of 30 to 50% of their total e-commerce revenue just from the email channel. And if your email channel isn't doing at least 20%, then you're leaving some revenue on the table cuz this stuff scales. So, let's just zoom out a second. Imagine you're a skincare brand and this person has seen so many skincare brands. They're seeing an average of 170 different ads every

1:25single day, but they happen to click one of your ads and go to your website. With all the options off there, do you think they are just going to buy the first time they visit your site? Probably not. But imagine if we have a pop-up form which gives them an enticing offer and an engaging layout and we're able to get their email address and stand out from competitors by educating them and inspiring them to take action about our brand. Cuz the truth is, if somebody doesn't buy on your website right away, that's okay, cuz email is going to give us multiple chances to actually get them

1:50to buy. And unlike ads, email isn't limited by any sort of algorithm changes, and it's not at risk of Zuckerberg raising prices whenever he wants. Email is your owned channel. You control the messaging, the timing, the segmenting, all the follow-up, and you don't got to worry about anything. So, all right, enough with that. Let's get tactical. For setting up your email marketing, I don't recommend you use any other platform besides Clavio. I'm not paid to say this or anything. Claio is just the best when it's specifically for e-commerce. Don't overthink this. You could look at all these other options, but at some point if you reach a certain

2:21level of scale with your business, you're going to be switching to Claio. So, just start with Claio. Now, setting up Claio is super easy. Literally just go to claio.com and all you have to do is enter your website, sign up for an account. If you're using Shopify, just add the Claio app. Just like that. Boom. You got Claio set up. So, this is what Claio looks like on the inside. I just have a dummy account here. So you can see that there's no revenue coming in, but everything that you need to get your account set up, if you just go to home and then account alerts right here in

2:47the onboarding checklist, which it'll show for a new account. All you have to do is go through those steps. It's going to have you set up a brand and email. It's going to have you set up all the requirements like demark, which is just like advanced stuff, but they walk you through it step by step. So I don't want to waste too much time going through this because their documents and everything inside your Clavia once you go to this home screen, it's going to be there for you to complete. So once we have all those basics set up, we can actually creating some of our email

3:11infrastructure. Now there are a couple main aspects of email marketing that we need to cover. One of them is going to be your signup forms. So exactly how you get people onto your email list. We need to talk about our flows which are going to be the automated emails which are going to trigger after a customer does a specific action on your website such as abandons a cart. And then we also have campaigns which are the onetime emails that you're blasting out to the list like a Memorial Day sale. So that's everything that we're going to go over today. So, if we start off here, we can

3:38see campaigns, which is this is what houses the one-time emails that you're sending out to the list. And then you have flows right over here. So, the automated emails, you have reviews if you do reviews with Claio. You have the signup forms right here. So, think like pop-up forms to getting email addresses. There's just like growth strategies, so like information, but I don't really touch that. Then you have audience. So, you have lists and segments. And then you have profiles. So profiles right here is what's going to be all of your

4:05email addresses that you've collected. Then list and segments are just different ways for you to segment people. Then we have different forms of content such as our templates, images and brand. And of course we have analytics. Once you have numbers coming in, you can look at the different dashboards and metrics that Clavio has to offer. But we're just going to start off with the bare minimum and we are going to talk about signup forms. This is the most important thing that you need to set up when you're starting off with email marketing is getting people to actually join your email list. So, if we click on to sign up forms right here,

4:32you can see that I have different templates right here inside this dummy account. So, to create a new form, you need to make sure you're able to add forms to your website just like this. If you click on right here, it'll walk you through steps on making sure that you have on-site tracking on your account, which allows you to be able to actually have your sign up. If you have Shopify, this should already be connected for you, but you have to make sure you have that. And then we can actually create our forms right here. So, Claio gives us a ton of different templates that we can

4:56go off of for our different forms. They actually just added spin to win. So if you want to do spin to wins, that's something that you can do. You can also have multiple steps to gather somebody's phone number or whatever you want. My favorite template is this one right here. Just nice and simple. Grow your email and SMS list. So if we go right here, we can name it test video. And then you're going to put in the list that you want these people to join. So I do newsletter. And then SMS subscribers, they're going to join the SMS subscribers newsletter. Once we create form, it is just going to upload right

5:25into here. And boom. This is our signup form builder. We have the different steps up here. So, we have the teaser, which is going to be this little box here, which you can adjust to different things however you want. You can actually delete this if you want. And then you have the different steps like the email optin and then the SMS optin

5:40and then the success page right here. The first thing that I'm going to do though is start it off here on the left side. If you click into styles, you can adjust the popup such as the size of it, what sort of a it is, whether it's full page or a flyyout, something like that,

5:53or just like a plain popup like this. the different sizes, what sort of images you want. Maybe you don't want an image and you just want it to be this background color, background image, all this sort of stuff you can update. And then you can also do targeting and behavior right here, which is going to be how is this form actually firing. So, typically for forms, what I like to do is just do a time delay. So, typically I like to do just like 4 seconds after somebody loads their page, we're going to use this pop-up form. We don't want to fire it instantly cuz the person

6:19hasn't even seen any information about your website. But we don't want to wait 30 seconds because most people that are visiting your website are only going to be there for 5 to 10 seconds. So we want to make sure we're getting as many people as possible without firing that form instantly. So I like to just do 4 seconds. Remove this scroll. Remove the exit intent cuz sometimes that can fire improperly. And right here we have it at 4 seconds. And then right here after visitor closes the form, don't show this form again after 5 days. Display on both mobile and desktop. If you just want to

6:46make it mobile exclusive or desktop exclusive, then you can also do that. And then click outside form to close, you can cancel that. Just essentially forces somebody to click this X button rather than clicking outside this form and it'll close that form. So there's the display. You can change the targeting if you want automatically. It's just not going to show to anybody who's already on your email list. But you could have it show to anybody, whatever you want here. You can also change if you only want the pop-up to show on certain parts of your page. But I'd just keep it simple just with what it already is. And now we can kind of

7:13adjust this form for what we want. We have a desktop form and then we have mobile right here. Ideally, I like to make separate forms for mobile and desktop. So, in this instance right here, we're going to have this form be our mobile form cuz that's what 80% of people are going to view. So, I'm going to change the targeting right here to just be mobile. So, right here with this form, maybe I want to make it a little bit taller. Change the minimum height to something like a,000. And then we can

7:38see it gets a lot bigger right here. Limited time. I could say usually a wording that I see work best with uh pop-up forms is you've got 10% off. So rather than saying take XYZ discount, if you say you've got psychologically it feels like the customer already has that discount and by closing out they lose that discount. So I'd probably do something like this. Change the size to be a little bit bigger and then remove all other copy because any extra copy that you add is going to increase the likelihood that they close out of the

8:06form. So you can say you've got 10% off. You can change these buttons and make them bigger. Just play around with it and have some fun. This is a form that I typically like to do. I make this full page. We say, "Take 10% off your first order or you've got 10% off your first order." Big button right here. Claim 10% off. Kind of advanced. What I did is I made a button with a white background that says, "No thanks. I'll pay it full price." And so that person is forced to click that button and be like, "No, I don't want this discount." And then it

8:31goes to SMS and we say, "Finish signing up for 10% off. Claim now or no thanks. I'll pay it full price." And then the success page just start shopping right here. And that's my favorite layout, but do whatever you want and test it out. So that's a little bit on signup forms and how you can grow your list. You can just turn those live, create a mobile version, create a desktop version. So

8:48now you have people joining the list. Now we need to set up our email automations. So a flow like the welcome flow, which is going to fire whenever somebody joins our email list. Somebody signs up for that pop-up form. What emails are we going to send them? We're going to want the welcome flow. And at minimum, we're going to also want the checkout abandoned flow. Somebody goes to checkout and then leaves, we're going to want the cart abandoned flow and then maybe a post-purchase flow. There are all sorts of other more advanced flows that you can do and I have other videos on my channel breaking those down. But

9:13for now, we're just going to start with kind of like those base ones that we want to get live. So to set up flows, all we want to do is go to flows right here. And then what you can do is you can create flow and Clavio actually has a ton of different templates that you can use to start out or you can build your own. In this case, we can actually use one of those templates. So let's start off with the welcome flow for email and SMS. So I'd probably do something like this, like the welcome series standard. We can just do this for email and then have it trigger when

9:40somebody joins the newsletter list which is what is connected to our pop-up form. Use template and then it is going to fire this up for us so that we can create our emails. So right here we can see the trigger is somebody joins the newsletter list right here. They have us sending an email right off the bat. Thanks for signing up. Waiting a couple days and then another email and then waiting 4 days and then doing a check out our bests sellers. So this is what

10:02the flow builder looks like right here. What we have is this flow of events and then you have these different actions that you can add. So if I want to add another email, I can slop this in right here and then set up another email just by clicking onto this and then selecting a template if I want to do one and choosing all my settings, email subject line, preview text, everything right there. Typically for the welcome series, what we want to do in this first email is remind them of the discount and give

10:26them a little bit of brand information. So here is like a designed welcome flow example. If you wanted to do like three emails, you could see welcome to this brand. Take 10% off your order with welcome 10 and then a button. You have a sub headline with some body copy and then list some bestsellers right here and product categories. Follow that up

10:44with a our story email just like this. Um breaking down the story including pictures of the brand founders and some other images and then like your brand mission statement and don't forget to use this discount code because it's expiring soon. And then listing out some selling points right here. And you can see using those templates how this could be done for an example brand right here like this jewelry brand. Just applying the branding, putting in the different images. You can see how professional and effective this is. So this is inside of Figma, which is a design tool for graphic design. And all that we do is we

11:14design these emails. And then if we wanted to bring these into Clavia, what we would do is use this slice feature and slice up our different parts of the email. Making sure to not do too big image slices because that's going to be super large size. usually about 500 in height right here and then export as an image and then upload those sections

11:32back into Clavio. That's a bit advanced. We don't need to talk about that right now. If we go into Clavio, what we could do is we could just create plain emails just based off of the templates that Claio gives us. So, if we go into edit right here, we can see there's uh different images. And this is what the email builder looks like. You can insert images right here just by clicking replace, add like a branded picture, information about the brand. You can just edit copy right inside of here inside of Claio. Edit the size and everything is right here. It's pretty straightforward, but you can add in

12:02anything you want inside of Clavio like your buttons. You can change the sizes of all of them. You can even add product sections where it's actually pulling products from your store as long as you have it connected correctly. You have social media links right here. Everything is just listed out for you. And then you can delete whatever you want kind of up here by deleting these sections. If you want to have a look at what it looks like on mobile, then you have that right there. Then boom, you can adjust and create your emails. Put your subject lines in here like welcome to brand, whatever your brand is. And

12:29then preview text uh is going to be what shows up under the subject line with something like we're so happy to have you. Here's your discount. And then the person has to open to receive their discount. And then we can wait however long we want. I typically like to do just one day for example, just right here. 1 day to then hit them with the next message and then one day for the email after that. Clavio has a template right here. I usually like to do a brand story email as the next one here. So, we can go in here and type up some information about the brand story, add

13:00any images that you want, and then for the last email, doing something like why we stand out and kind of a last chance on your discount. That's a super quick, easy, and simple welcome flow that you can implement. Now, the next flow we want to talk about is something like the abandoned checkout flow. If somebody goes to checkout and then doesn't complete their purchase, again, we can create a flow template inside of Clavio just by looking up the checkout abandon or actually Clavio calls it a cart abandon. So, we can go into the flows right here and browse by gold, prevent lost sales, and look at these different

13:29flows that they have set up. So, we have abandoned cart reminders. We have two kind of like main ones right here. We have one that's added to cart trigger and then one that's an abandoned cart reminder. But, if we click onto this, we can see that the trigger is checkout started. So, Clavio actually has a big mistake here cuz this is actually abandoned checkout. So, that's what I'm going to name this and then we're going to create this. But typically, we're going to want again the welcome flow, the checkout abandon are the two main flows that we want. Then we also have cart abandon, browse abandoned, if

13:54somebody views a product and then leaves. Then we want post purchase once somebody buys a product thanking them for their order. And then something like a win back flow if somebody bought 6 months ago reminding them to come back and buy from us. So that's the flow side of things. The last thing we kind of want to touch on is the campaigns, which the campaigns are the onetime emails that you're sending out to the list. So that's what the majority of these emails, which we see in my inbox, are going to be like this restock alert from this brand. This is something that's not going to be automated. This is something

14:22that's set in stone. So we have this as an example. Free stake is back from ButcherBox right here. And we can see this is the email that they did. These are the sort of emails that come from campaigns. And so with campaigns, once we're in this tab, we can just create a campaign. We could say restock. We can have it an email, SMS, or whatever we want. We click continue. And then we have the audience. So this is where all of our lists and segments are going to come up. So we can see our lists and

14:45then we can see our different segments. So typically we just want to be sending emails to our engaged segments, which this is a segment which I can show you how to set up. It's essentially anybody who has opened our emails cuz we don't want to send emails to people who don't want to receive our emails. We just want to send them to engaged people. So I'm going to click engage 60. You can see on this list there are 2,300 people. So that's how many people we're going to be sending to. So we click on to next. And then we have different templates that we can use. We have the subject line and

15:10the preview text. So let's say this was a restock. And then I could say something like restock new favorites as the subject line and then preview text. These went fast last time. Dot dot dot. And that could be the subject line and preview text. And now we could actually get to creating the email and designing it. We can go to email library right here if we wanted to use some of their templates and try to edit based on their templates or we could start from scratch just like this and go back into this email builder which typically this works just fine. Just have a logo right here

15:42of your logo and then you can drop in like a text box right here and then write whatever you want for the email. Then you can edit right in here and then you can also add your buttons. So say you write some copy uh maybe we want to include an image right here. We write some copy on whatever we want and then shop now right here. Then once we're all set, we can go. Looks like it lost my subject line and preview text. But once we're all ready to go, I'll just fill this in right here. Then you click on next. You can see everything kind of

16:08summed up for you. And then you can schedule your email or send it right here. And it's really just that simple. So to create those segments, all we want to do is go to audience list and segments. We can create our segments, the different parts of our list that we want to send to. And this is what the segment builder looks like. is where you can get all sorts of data about our customers. So I could create an engaged 60 days list right here. And what I would do is I would choose the conditions what somebody has done. And then we choose the metric. So in this

16:35case I want to do somebody has opened email at least once in the past 60 days. And if I create the segment then it's going to start finding people in this segment. And then it's just going to show up right here. And you can even click right here and look at how many people have done that. You can see all these other segments that I have. So, persons placed order in the past 36 hours. We can see people who have viewed

16:56a product but they've placed no orders. Unengaged people, so people who have received at least five emails but they've opened email zero times and they've clicked email zero times. People who have bounced in the past 10 days. All sorts of different stuff you can do with your segments. Typically, the main segment that we're going to want to send to is the engaged 60 days. Now, I want to highlight a couple videos on my channel which will help answer a lot

17:16more of your questions if you have them. This is an 8 hour free course going over like a lot of the strategy for Claio and email marketing which is a ton of value and so I'd recommend that if you're kind of starting from nothing. If you want to learn about all the email flows that I talked about and the strategy behind them and templates behind all the automations then there's this video right here. If you want to see me actually write emails and design them here's a 47minute video of me writing three emails for Gym Shark and then designing them and then uploading them to Claio for them to be sent. There's

17:43also email marketing segments. So the main segments there's this video here. You get the point. If there's anything you're confused about, then there's tons of stuff right here. Literally everything that you need can be found for free on my channel. So, that wraps it up with this video. Hope you got some value and let me know if you have any specific questions or anything that you can't find on my channel and I'll make make some videos on that. Thank you so much and I'll see you in the next