Welcome flow

A welcome email flow exists of a series of emails designed to welcome new subscribers and introduce them to your brand.

As soon as they make an account or subscribe to your newsletter, they should receive an email to validate their email address (double opt-in). With double opt-in, you make sure that there are no fake email addresses in your email list. Once validated, you can send out your welcome email including a welcome message, a brief introduction of your brand and preferably an offer to encourage a conversion (this can be a discount or an incentive such as a free guide).

Abandoned Cart Flow

Up to 25% of people abandon their carts with products. To not lose all of this revenue, you can create an abandoned cart flow. It’s triggered when a customer adds items to their cart but doesn't complete the purchase.

You can let them know they forgot something by sending a first email where you encourage them to return to the website and complete the purchase.

If that doesn’t work, you can use some different marketing tricks in the following email

- Let the customer know the product is almost sold out (the scarcity card works very well)
- Give a discount code
- Build trust by showing reviews of the product
- Point out unique selling points

It’s best to try different emails (A/B testing) to see what works best.

Post-Purchase & Replenishment Flow

This Klaviyo flow is a great way to build a relationship with customers after their purchase. It’s triggered after a customer completes a purchase and includes a series of emails that thank the customer for their purchase (with tracking and shipping information), offer support or assistance, and encourage them to leave a review or share their experience with friends.

Other ways to improve your sales through your post-purchase flow is by cross-selling related products or services. If a customer buys shoes from your store, you could send an email with a coupon for 10% off their next purchase of socks.

You can also use the technique of the replenishment email. When a customer bought for example a skincare product, you know how long it will last (approximately) when they use it every day. Send a replenishment email right before they run out of product and add an offer to increase the chance of reordering.

Feeling like the expert already? Split the post-purchase flow into different flows. One for new buyers, one for repeat purchasers, and even one for 3 or more time buyers. You can adapt the message and increase the customer experience.

Winback Flow

This type of Klaviyo flow is designed to target customers who haven't made a purchase in a while. It sends a series of emails that offer incentives or promotions to encourage them to return to your website and buy again.

It’s very popular, but not that easy to execute properly. You don’t want to make an aggressive offer to a customer that still has a high likelihood of returning but you also don’t want to wait so long that the offer falls on deaf ears. When do you know it’s the right time?

We recommend sending the email after 3 months of no engagement. It’s not too soon, but you don’t want to wait too long. Of course, it also depends on the product you sell, so try out some different timings and see what works best for you. You can also connect Klaviyo with your Shopify store through tools like Retention X. That way you can more easily see when people don’t interact anymore. 

Back in Stock Email

The last Klaviyo flow we want to mention is the back-in-stock email. This is a must-have for businesses with items that regularly go out of stock. ‍

Give visitors the option to leave behind their email addresses on pages of products that are out of stock. You can then notify them if the item is back, which will increase the chance of a direct purchase. This flow is also a great way to naturally build up a mailing list!

Here you go. A lot to think about when starting your Klaviyo setup. Need help from our experts? Feel free to give us a call!