When is it time to bring in a CRM Consultant?

If ecommerce teams woke up and thought ‘I know, we need a CRM Consultant, let’s find one today’ then I’d be rich! Joking aside, it’s normally when something isn’t quite right, and often it’s not clear what that is.

Email revenue might be plateauing. Flows are firing but no longer improving (or perhaps not being looked at at all). Campaigns go out like clockwork, but performance isn’t what it was last year. Your segmentation… well, you’re not sure if it’s quite right or you’re over or under-targeting people.

Most in-house CRM teams are excellent at execution. After all, they know the brand super well. Where things get stuck is usually not the amount of effort, but perspective.

A CRM consultant typically becomes a useful person to call upon when:

• The team is too close to the work to see what’s missing

• Priorities are unclear or competing

• There’s no benchmark for “good” beyond your own account

• Strategy has become reactive rather than something intentional

It’s not about replacing the team, but rather it’s about clarity and a rational external perspective

What a consultant actually changes

It tends to be one or more of the following:

• Reframing lifecycle strategy

• Quickly identifying gaps in revenue opportunity

• Fixing segmentation, targeting and suppression logic

• Improving deliverability and sending strategy

• Helping prioritise what not to do

Often the biggest impact is simply knowing where not to focus. Because I’ve seen it all!

If you’re uncertain, or your CRM programme isn’t performing at the level it used to, then perhaps it’s time to chat.

What’s killing your deliverability (and how to fix it)

What’s in every Klaviyo account that causes you a headache? No, that’s not a Christmas cracker joke missing the punchline, but here it is: inactive profiles. Contacts who signed up months or years ago, never engaged and are still sitting on your list receiving every email you send. Not opening. Not clicking. Just… tanking your deliverability.

Why inactive profiles matter

Email service providers - Gmail, Outlook, Apple Mail and friends - use engagement signals to decide where your emails land. If a large proportion of your sends are going to people who consistently ignore them, those providers start treating your emails as less trustworthy. Over time, more of your emails go to spam (or worse, not delivered at all). Even for the engaged contacts who actually want to hear from you. The stuff of nightmares! I’ve seen it plenty of times - big brands and smaller brands too.

This is why deliverability isn't just technical, it’s a list management issue. And it compounds the longer it's ignored.

What counts as inactive?

There's no universal definition, and it depends on your send frequency and the nature of your business. But as a working rule, a contact who hasn't opened or clicked anything in the past 90 to 180 days, and shows no purchase or visit activity, is worth treating as inactive. In Klaviyo, you can build this segment precisely and exclude it from your main sends. Of course you need to have sent the recipient something in order for them to have had a chance at engaging!

The fix isn't just deleting everyone

A knee-jerk response is to purge inactive contacts entirely. Sometimes that's the right call (especially if you’ve crept into the next billing tier) but it's not always what you should do first, particularly if those contacts have purchase history or represent potential value. A proper approach involves a re-engagement sequence first: a small number of emails specifically designed to prompt a response, with a clear exit if they don't. Those who don't re-engage get suppressed rather than deleted, preserving the data while protecting your deliverability.

Alongside this, keeping an eye on your IP health and sender reputation in Klaviyo is important maintenance that often gets skipped. It's not glamorous, but it's foundational, because none of your other email work matters if emails aren't landing in the inbox. I normally pop a reminder in my calendar to have a look first thing on a Monday morning, or the morning after a big send.

If you're not sure what your inactive profile situation looks like, or whether your deliverability is where it should be, get in touch and I'll take a look.

What’s in a Klaviyo audit?

What's actually in a Klaviyo audit - and why it's something worth doing

I get asked this a lot. People aren't entirely sure what they're actually getting, and you’re placing a huge amount of trust in someone to do this (something I never take lightly!) So here's exactly what I look at when I audit a Klaviyo account, and why each bit matters.

First, your customers (and your prospects)

Before I look at a single email, I want to understand how your customers actually behave. That means digging into your database composition - who's buying, when they're buying again, and crucially, who isn't. Lifecycle performance tells you a lot about the health of your CRM programme, and I'm also looking at where there are growth opportunities sitting untapped within your existing base. With the Google algorithm changes and core updates of recent years, a lot of brands are sitting on audiences with lower intent than they used to have, and that needs a different approach.

Then, your Klaviyo setup

This is where I get properly into the platform. I'll look at every flow you have running. Not just whether they're technically set up correctly, but whether they're still doing the job they were built to do. Are you looking at the right triggering events from Shopify? Are they clashing? Sending too soon? Flows lose effectiveness over time, and most accounts have at some that are underperforming. I look at your campaigns alongside the flows, because the two need to work together rather than cannibalise each other.

Segmentation is usually where I find a lot to work with. Most brands are either over-segmenting (creating complexity that doesn't pay off) or under-segmenting (sending the same thing to everyone and wondering why engagement is dropping). I'll look at how your audiences are built and whether the targeting logic actually makes sense for where your customers are in their journey.

I'll also look at click-to-conversion. Getting someone to open and click is only half the story. If the email is working but the landing experience isn't, that's worth knowing. And we know we can’t trust opens any more…

And the stuff that keeps everything running properly

This is the less glamorous part of a Klaviyo audit, but it matters. I'll check your deliverability and IP health, your data quality and how inactive profiles are being managed, your processes and whether there are efficiencies to be found. I'll also look at personalisation opportunities, where a bit more relevance in the content could make a meaningful difference to your brand’s performance.

I'm Klaviyo certified and have audited accounts across a range of DTC and ecommerce brands, so I know what good looks like, and I know how to tell the difference between a quick fix and a structural problem.

If you've been meaning to get a proper look under the bonnet, get in touch and we can talk through what's involved.

Why You should Work with an Experienced Marketing Consultant

In the ever-evolving landscape of small business, navigating the complexities of marketing can be daunting. As a seasoned marketing consultant, I specialise in helping small businesses like yours thrive in a competitive market. Here are three compelling reasons why partnering with an experienced local marketing consultant can be a game-changer for your business.

1. Tailored Strategies for Your Unique Business Needs

No small businesses are the same. Each have their own set of challenges, goals, and target audience. One-size-fits-all cookie-cutter strategies aren’t going to yield the best results. By working with an experienced marketing consultant, you gain access to tailored strategies that are specifically designed to meet your business’s needs. At Just Keep It Local, I take the time to understand your business. From identifying your ideal customers to crafting personalised marketing campaigns, I want to lead you to sustainable growth and increased brand visibility.

2. Access to Proven Expertise and Insights

Marketing is not just about creativity; it’s also about understanding market trends, consumer behaviour, and using that data to make informed decisions. With years of experience in the marketing industry, I bring a wealth of knowledge and insights to the table. Whether you need help with digital marketing, social media strategy, or local advertising, my expertise ensures that your marketing efforts are both effective and efficient. This means you can avoid costly mistakes and focus on strategies that deliver real results.

3. Save Time and Resources

As a small business owner, you know your time is precious. Managing your marketing efforts on top of running your business can be overwhelming. Partnering with a marketing consultant allows you to delegate these critical tasks to a professional, freeing up your time to focus on what you do best—running your business. Investing in professional marketing support is an investment in your business’s future success.

At Just Keep It Local, I am committed to helping your business achieve its full potential through strategic and effective marketing solutions. Let’s work together to take your business to new heights (and give you back some time!) Book a call with me to learn more about how I can help your business succeed.

Why small businesses should start preparing for Q4 - now

Right then! As we edge closer to the final quarter of the year, it’s time to buckle up and get ready for what could be the most crucial period for sales and customer loyalty. For those of us selling lovely products, Q4 isn't just any old quarter—it's the golden chance to end the year with a bang. Here's why you should start prepping now and how it can help keep your customers coming back.

1. Make the Most of Increased Spending

Q4 is the time for major shopping bonanzas like Black Friday, Cyber Monday, and of course the festive season. Shoppers are generally in the mood to spend, actively hunting for the best bargains. By getting a head start, you can ensure your shelves are stocked, your promotions are planned, and your marketing is spot on to capture your customers when they have their wallets open.

2. Sort Out Your Stock

One of the biggest headaches during Q4 is managing stock. Running out of popular items can lead to missed sales and grumpy customers. Start crunching your sales data now to predict demand accurately. Early prep puts you on the front foot with suppliers to avoid last-minute panics and ensure everything arrives on time.

3. Delight Your Customers

The festive season brings with it high expectations. From quick delivery to a smooth shopping experience, small businesses need to go the extra mile. Preparing in advance means you can tweak your website, streamline the checkout process, and offer top-notch customer service. These improvements not only attract new customers but also keep your regulars smiling.

4. Plan Your Marketing Campaigns

Marketing is crucial during Q4. Early planning lets you craft campaigns that resonate with your audience. Use email marketing, social media, and paid ads to create a buzz around your products. Highlight what makes you unique and offer exclusive deals to your loyal customers. This strategic approach helps retain customers and bring in new ones.

5. Boost Customer Loyalty

Q4 is the perfect time to show your customers some love. Special discounts, personalised offers, and loyalty rewards can work wonders in building strong relationships. By prepping early, you can reward repeat purchases and encourage customers to pick your business over the competition.

6. Learn from the Past

Take a good look at your past Q4 performance. What went well? What didn't? Use these insights to inform your strategies for this year. Understanding past trends and customer behaviours lets you make savvy, data-driven decisions that enhance your sales and customer retention efforts.

7. Spruce Up Your Online Presence

A top-notch online presence is crucial for Q4 success. Start optimising your website for search engines, ensure your product descriptions are detailed and accurate, and update your visual content. A slick, user-friendly online store can significantly boost your conversion rates and keep customers coming back.

Why customer retention matters

Hello there, fellow small business owners! I wanted to share my wisdom around the vital importance of keeping hold of your customers. While attracting new faces is certainly exciting (especially if you’re putting spend behind your social media advertising), retaining your existing customers can work wonders for your business. Here are five solid reasons why focusing on retention is a very smart idea.

1. Save Some Pennies

Retaining Customers is More Cost-Effective than Acquiring New Ones

Did you know it can be up to five times more expensive¹ to attract a new customer than to keep an existing one? Astonishing, isn’t it? All those marketing campaigns, advertising costs, and sales efforts add up. By comparison, nurturing your current customers through loyalty schemes, personalised communication, and excellent service is much more cost-effective. Your budget will stretch much further.

2. Boost Your Revenue

Repeat Customers Spend More

Your loyal customers don’t just return—they tend to spend more as well. Studies indicate that increasing customer retention by just 5% can boost profits by anywhere between 25% and 95%² . These customers trust your business, appreciate your products, and are more likely to explore what else you have to offer. That translates into a reliable revenue stream. A real argument for looking after them.

3. Cultivate Loyalty

Satisfied Customers Become Brand Advocates

Happy customers are likely to recommend your business to friends and family, effectively becoming your brand advocates. Word-of-mouth referrals are incredibly valuable, especially for small businesses, as they build trust and credibility without the need for costly advertising³. By retaining customers and exceeding their expectations, you create a network of promoters who help spread the word about your business, driving organic growth. Oh, and you don’t have to pay for them. Win!

4. Gather Useful Insights

Existing Customers Provide Valuable Feedback

Your existing customers are a treasure trove of insights into whatever products and services you offer. They can tell you what’s working well and what might need a bit of improvement. By actively seeking out and acting on their feedback, you’ll know how to enhance the experience for them, which should drive your satisfaction and retention rates⁴. This continuous feedback loop ensures your business stays relevant and competitive in, let’s face it, is a crowded world, with everyone vying for your attention.

5. Gain that Competitive Edge

Strong Customer Relationships Set You Apart

Staying on the crowded market theme, your ability to maintain strong relationships with your customers can give you a significant advantage over those companies who don’t¹. A loyal customer base is less likely to be tempted away by competitors' offers, even if they’re cheaper. If you consistently provide value and excellent service, you build that trust and loyalty that competitors find hard to match. This competitive edge is crucial for you as a small business owner aiming to establish and maintain your market position.

So, there you have it! A laser sharp focus on customer retention isn’t just a wise strategy—it’s essential for sustainable growth and long-term success. By saving money, boosting revenue, fostering loyalty, gathering valuable insights, and gaining a competitive edge, small businesses can thrive in today’s challenging market. Make the concerted effort to invest in your current customers, and you’ll see your business flourish.

Sources

1. Harvard Business Review. "The Value of Keeping the Right Customers."

2. Forbes. "Customer Acquisition vs. Retention Costs: What You Need to Know."

3. Bain & Company. "Prescription for Cutting Costs."

4. Harvard Business School. "The Economics of E-Loyalty."