If you're just starting with email marketing or your e-commerce shop, you should begin by implementing basic Klaviyo flows such as the Welcome Series, Abandoned Cart Flow, Post Purchase Flow, Winback Flow, and more. But those are just the basics!
The next step is to develop advanced automated workflows to automate further key areas of the customer journey:
- Converting new customers,
- Nurturing customers after their first purchase, and
- Retaining existing customers.
Do you want to acquire more subscription customers? Increase repeat purchase rates? Achieve more revenue through cross-selling?
The following flows can help you achieve your goals:
1. Active On Site Flow
Basic buyer intent flows like Klaviyo's Abandoned Cart Flows, Add To Cart Flows, and Browse Abandonment Flows help convert interested buyers into customers ready to make a purchase decision. But what about visitors who are a bit more hesitant?
The “Active On Site” Flow targets this often overlooked segment—visitors who show some interest simply by visiting your website. They haven't visited specific product pages, added items to their cart, or placed an order yet, but they are potential customers.
Start with two personalized emails sent within 36 to 48 hours after their site visit. The goal is to engage these visitors and draw their attention to your products. It's an opportunity to start a conversation with undecided potential customers and give them a reason to learn more about your products.
2. EDNO (Expected Date Of Next Order) Flow
In the world of e-commerce, where hundreds of brands compete for customers' attention (and money), timing can be everything. This is where the EDNO (Expected Date Of Next Order) Flow comes into play.
This flow uses predictive analytics to determine when a customer is most likely to place their next order. This data-driven strategy can elevate your Klaviyo cross-sell flows and replenishment performance, significantly increasing repeat purchase rates.
Klaviyo's algorithms analyze the purchasing behavior of customers who have bought from you before. It's not about guessing but knowing when the likelihood of a repeat purchase is highest. Even if a customer has only made one purchase, the EDNO Flow can be applied.
The flow uses your customers' entire purchasing behavior to predict when they are likely to return, offering the opportunity to turn one-time buyers into repeat customers. The EDNO Flow should send 3 emails over a period of 10-15 days. These emails should be highly personalized, recommending unique products that the customer might like or reminding them to reorder a previously purchased product.
3. Subscription Upsell
The Subscription Upsell Flow is a powerful email marketing strategy that can convert more of your one-time and repeat customers into recurring subscription customers, adding a consistent revenue stream to your store and increasing the Lifetime Value (LTV) of your customers.
This flow focuses on upselling customers who are ready to make their next purchase to upgrade to a subscription instead, timed around their repeat purchase, approximately 30-45 days after their initial purchase. The emails in your Subscription Upsell Flow should highlight the benefits of a recurring subscription, such as savings on orders, free shipping, or early access to new products. Additionally, educate customers on how easy it is to start, modify, or pause a subscription to build customer trust.
4. Post-Purchase Upsell
The Post-Purchase Upsell Flow is designed to maintain a customer's momentum after their initial purchase by encouraging them to make an immediate second purchase or add more products to their existing order. Often, the day with the highest volume for repeat purchases is the same day!
Therefore, the Post-Purchase Upsell Flow should be designed to send the first email immediately after the purchase, followed by 1-2 additional emails within 48-72 hours after the first purchase.
You can also create additional incentives, such as a limited-time offer with a 15-20% discount if the customer places another order within 72 hours of their initial purchase. By addressing customers immediately after a purchase, you can encourage them to add more items to their cart and increase the Average Order Value (AOV).
Recommend specific products that the customer might like based on their last purchase, or other products they showed interest in (e.g., were in their cart) but didn't order!
5. Loyalty Flows
If you're not using a loyalty program in your store yet, you're missing out. But introducing a loyalty program is just the beginning! You also need to create flows to motivate members of the loyalty program and increase engagement with the program.
Here's an overview of some essential Loyalty Flows:
- Join: Introduce customers to your loyalty program and explain the benefits and reasons for joining.
- Welcome: Welcome new members to the loyalty program, explaining the benefits and how they can progress through different loyalty tiers.
- Loyalty Tier Unlocked: Celebrate a customer reaching a higher tier in the loyalty program and highlight the new perks they now have access to.
- Loyalty Reward Reminder: Regularly remind your members when they have accumulated enough points to encourage them to redeem their rewards.
Together, these loyalty flows create a cohesive and engaging loyalty program that helps transform one-time customers into long-term customers.
6. Subscription Churn Prevention
Subscription customers are one of the most important customer segments for an e-commerce brand. However, the most common mistake most brands make in their email marketing strategy is avoiding addressing these customers via email, fearing they might cancel their subscription.
Instead, it's crucial to develop email marketing flows that nurture these customers and proactively prevent them from churning. This can be achieved by building brand loyalty and even encouraging repeat purchases in addition to their subscription.
A subscription churn prevention flow sends emails to subscribers throughout their customer journey, celebrating milestones such as the 3-month, 6-month, or 1-year mark to make subscribers feel valued. These milestone emails can create incentives for subscribers to maintain their subscription, such as unlocking free gifts, add-ons, or discounts.
Additionally, when the likelihood of cancellation is highest, remind your customers proactively that they can pause, edit, or manage their subscription at various times.
7. Review Request
Positive customer reviews are one of the best marketing tools for any e-commerce brand. The Review Request Flow helps collect testimonials for your shop, capture user-generated content, and encourage customers to share their positive experiences on social media to increase your brand's visibility.
Create 1 to 2 emails for your Review Request Flow, sent 5-7 days after a customer has received their order. This gives the customer time to use your products and form an opinion before leaving a review.
You can add specific triggers and flow filters to target specific types of customers, such as those who have made repeat purchases and are most likely to leave a positive review.
Tip: Provide customers with some prompts when asking for a review. For example, if requesting a store review, give them a few questions (e.g., What benefits did you experience from using our product?)
Additionally, it's wise to offer customers a small incentive, such as €5 off their next purchase, to encourage them to leave a review. This not only increases the likelihood of customers leaving a review but also boosts repeat purchases!