5 Advanced Klaviyo Flows for Every DTC Brand
Updated: June 25, 2020
by BROCKTON CONWELL
CEO at Kintsugi Digital
CEO at Kintsugi Digital
"Building automation to capture customers who you know are feeling good about your brand in the moment becomes an easy LTV multiplier."
|
|
TABLE OF CONTENTS
|
|
First of all—and as a disclaimer—this article isn't about basic email automation (Welcome Series, Cart Abandonment, etc.) and is by no means a comprehensive list of Klaviyo flows.
However, the five flows below are some of the more uncommonly set up automations that can have meaning impact on increasing revenue by facilitating repeat purchasing.
If you're not familiar with Klaviyo, it's an Email Service Provide (ESP) built specially with eCommerce in mind. We almost exclusively use Klaviyo with Kintsugi Digital clients and recommend it not only because of the incredible features—but also based on the smooth, direct integrations with Shopify, Yotpo, and more.
If you've gotten a point with your email strategy where you've built out all the typical automations and are looking for additional opportunities to maximize the value of the tool, consider adding these additional flows to the mix. Most are focused on providing a more personalized experience that hits a previous customers inbox with timing and messaging most likely to trigger another purchase.
Building automation to capture customers who you know are feeling good about your brand in the moment becomes an easy Customer Lifetime Value (LTV) multiplier.
Basically—when your customers are feeling good, it's a good time to ask for more 💸!
However, the five flows below are some of the more uncommonly set up automations that can have meaning impact on increasing revenue by facilitating repeat purchasing.
If you're not familiar with Klaviyo, it's an Email Service Provide (ESP) built specially with eCommerce in mind. We almost exclusively use Klaviyo with Kintsugi Digital clients and recommend it not only because of the incredible features—but also based on the smooth, direct integrations with Shopify, Yotpo, and more.
If you've gotten a point with your email strategy where you've built out all the typical automations and are looking for additional opportunities to maximize the value of the tool, consider adding these additional flows to the mix. Most are focused on providing a more personalized experience that hits a previous customers inbox with timing and messaging most likely to trigger another purchase.
Building automation to capture customers who you know are feeling good about your brand in the moment becomes an easy Customer Lifetime Value (LTV) multiplier.
Basically—when your customers are feeling good, it's a good time to ask for more 💸!
1. Cross-sell to customers who leave 5-Star Reviews
If you're using a review tool like Yotpo to request reviews and display them on product pages, this one is a no brainer.
There is likely no better time to ask a customer for more money than after they just told you your product is amazing! ⭐️⭐️⭐️⭐️⭐️
Let's take a look at an example of how this plays out...
For a supplement brand we work—they sell protein powder, pre-workout, and some accessories and apparel.
Protein was 70% of their revenue.
Especially for a store selling consumable products, this is a perfect way to get customers who came to the store for one item into the habit of buying multiple items.
After all—the customers who loved the protein are likely to be the most interested in the pre-workout as well. Cha-ching. 🙌
If you're using a review tool like Yotpo to request reviews and display them on product pages, this one is a no brainer.
There is likely no better time to ask a customer for more money than after they just told you your product is amazing! ⭐️⭐️⭐️⭐️⭐️
Let's take a look at an example of how this plays out...
For a supplement brand we work—they sell protein powder, pre-workout, and some accessories and apparel.
Protein was 70% of their revenue.
- Trigger: Customers who leave a great review on the protein, but have never purchased pre-workout.
- Message: Offered a 25% discount on the top-selling flavor of pre-workout.
Especially for a store selling consumable products, this is a perfect way to get customers who came to the store for one item into the habit of buying multiple items.
After all—the customers who loved the protein are likely to be the most interested in the pre-workout as well. Cha-ching. 🙌
2. Use predictive analytics for restock reminders
Get those crystal balls out. 🔮
The business intelligence Klaviyo uses to predict future transactions and churn based on individual purchase behavior is second to none.
If you're not familiar, Klaviyo uses each customer's historical data to calculate the average time between orders placed. For that information, the software can make predictions on when the customer is "due" to place their next order. It even goes as far as to predict the amount of revenue a given customer will bring in over the next year.
Especially for a store that sells consumable products (or even products that wear out after awhile), this is invaluable information!
In the image down below, you'll see my personal Predictive Analytics data for a current client that sells men's apparel. Since my first purchase, I've made 11 total orders with an average time of 46 days between transactions. Klaviyo estimates that my next purchase will happen on August 16th—which is likely very accurate given that this client has a product launch in mid-August.
Get those crystal balls out. 🔮
The business intelligence Klaviyo uses to predict future transactions and churn based on individual purchase behavior is second to none.
If you're not familiar, Klaviyo uses each customer's historical data to calculate the average time between orders placed. For that information, the software can make predictions on when the customer is "due" to place their next order. It even goes as far as to predict the amount of revenue a given customer will bring in over the next year.
Especially for a store that sells consumable products (or even products that wear out after awhile), this is invaluable information!
In the image down below, you'll see my personal Predictive Analytics data for a current client that sells men's apparel. Since my first purchase, I've made 11 total orders with an average time of 46 days between transactions. Klaviyo estimates that my next purchase will happen on August 16th—which is likely very accurate given that this client has a product launch in mid-August.
Marketers can use this predictive data to set up a flow that triggers an email on the day an individual is "due" for that next purchase. The email can be a simple check-in message that shares some of the latest products that may have been released since the customer purchased last—or just some of the most recently popular products.
BONUS: If you have a loyalty or rewards program, remind the customer of any points they may have to redeem—or let them know how close they are to earning a reward!
For customers who have only made one purchase, Klaviyo can use the aggregate data of all customers to estimate when the average customer makes the second order. (This may or may not be a flow you want to actually setup for these customers who have only purchased once—depending on how much data is available to accurately calculate the best send time.)
Note: for brands that have customers with a very high order frequency (every month, etc.) consider refreshing the creative for any emails in this flow often.
3. Deliver behavior-based Thank You Emails
You may already have a Thank You flow setup, but does the content differ based on the customer?
For example, someone who has spent more than $500 at your store should definitely not receive the same email as someone who places their first order.
There are several ways to personalize this experience. First, segment based on First Order vs. Repeat Buyer.
BONUS: If you have a loyalty or rewards program, consider even more segmented messaging based on their VIP Tier.
You may be tempted to immediately cross-sell new products via your Thank You flow—and this works great for some brands. However, especially for a new customer, it may be more appropriate to cross-sell after they have received their delivery and have had a chance to try the product (and review it). A better option may be to offer some additional value to delight them post-purchase.
Continuing the example of the supplement company from earlier—for first time purchasers of protein powder, we immediately included a link to a free PDF download for a recipe book. This was an unexpected gift that was super relevant to the product that was purchased. (Of course, if they love the protein and leave that great review, that will trigger the cross-sell email referenced earlier.) 😉
You may already have a Thank You flow setup, but does the content differ based on the customer?
For example, someone who has spent more than $500 at your store should definitely not receive the same email as someone who places their first order.
There are several ways to personalize this experience. First, segment based on First Order vs. Repeat Buyer.
- For new customers—this is a big milestone! Someone has crossed the bridge from non-customer to paying you money.
- Consider different messaging for a repeat buyer. Acknowledge their loyalty to the brand as opposed to just welcoming them.
BONUS: If you have a loyalty or rewards program, consider even more segmented messaging based on their VIP Tier.
You may be tempted to immediately cross-sell new products via your Thank You flow—and this works great for some brands. However, especially for a new customer, it may be more appropriate to cross-sell after they have received their delivery and have had a chance to try the product (and review it). A better option may be to offer some additional value to delight them post-purchase.
Continuing the example of the supplement company from earlier—for first time purchasers of protein powder, we immediately included a link to a free PDF download for a recipe book. This was an unexpected gift that was super relevant to the product that was purchased. (Of course, if they love the protein and leave that great review, that will trigger the cross-sell email referenced earlier.) 😉
4. Leverage robust Browse Abandonment
Browse Abandonment is a fairly basic email automation, but for repeat customers, consider a more personalized email than the typical one-off "Saw You Were Browsing" message with a generic dynamic product feed dropped in.
Especially for brands with a relatively low repeat purchase rate, the sign of a previous customer back on the site browsing for more is a wonderful thing.
Here are a few ideas on how to engineer Browse Abandonment flow in a more intimate way:
Browse Abandonment is a fairly basic email automation, but for repeat customers, consider a more personalized email than the typical one-off "Saw You Were Browsing" message with a generic dynamic product feed dropped in.
Especially for brands with a relatively low repeat purchase rate, the sign of a previous customer back on the site browsing for more is a wonderful thing.
Here are a few ideas on how to engineer Browse Abandonment flow in a more intimate way:
- Segment based on the amount of time since the most recent purchase. If it has been more than a few months, include a discount offer.
- Segment based on Customer LTV. Let high-value customers know you care by offering a gift with purchase with their next order.
- If you have a loyalty or rewards program, remind customers of the rewards they may be eligible for on their next purchase.
- Encourage customers to add a certain amount of items to their cart for a surprise—and then include a GWP or auto-discount.
5. Sunset your unengaged subscribers (and save $)
Klaviyo's pricing is based on the number of active email subscribers on your list.
Despite your awesome products, the reality is: many people will stop opening your emails entirely. 😱
Fear not—it's their loss. Those folks aren't likely to become your top spending customers anytime soon.... so stop paying for them!
Use the native, built-in flow for sunsetting unengaged subscribers that Klaviyo has ready to go. Sure, reach out to them a couple more times with some teary emoji's in the subject lines to try to win them over one final time, but once they're through this final automation, they'll become suppressed (which means they're removed from the number of subscribers that Klaviyo uses to charge your monthly fee.)
If you'd like help with managing your email campaigns and flows with Klaviyo, consider reaching out to schedule a free strategy call.
Klaviyo's pricing is based on the number of active email subscribers on your list.
Despite your awesome products, the reality is: many people will stop opening your emails entirely. 😱
Fear not—it's their loss. Those folks aren't likely to become your top spending customers anytime soon.... so stop paying for them!
Use the native, built-in flow for sunsetting unengaged subscribers that Klaviyo has ready to go. Sure, reach out to them a couple more times with some teary emoji's in the subject lines to try to win them over one final time, but once they're through this final automation, they'll become suppressed (which means they're removed from the number of subscribers that Klaviyo uses to charge your monthly fee.)
If you'd like help with managing your email campaigns and flows with Klaviyo, consider reaching out to schedule a free strategy call.
RELATED CONTENT - 9 Reasons to Leverage Facebook Retargeting Ads for eCommerce