In e-commerce, well thought-out email marketing is one of the most important tools for targeting customers. Especially with tools such as Klaviyo, automated flows can be used effectively to increase sales and optimize customer loyalty.
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What is Klaviyo?
Klaviyo is a powerful email marketing and automation platform that was founded in 2012 and specializes in the needs of e-commerce companies. It enables retailers to create personalized marketing campaigns based on the behavior and preferences of their customers. Through integrated analytics and segmentation features, Klaviyo helps to increase customer loyalty and boost conversion rates. With seamless integration into leading e-commerce platforms, Klaviyo offers a user-friendly solution for online retailers looking to optimize their marketing strategies.
Klaviyo also offers a comprehensive automation tool called Flows. A flow is a series of automated actions that can include both email and SMS messages. It is triggered as soon as a person performs a certain action - for example, when someone joins a list, is added to a segment, completes a purchase or leaves the shopping cart. Any data that is synchronized with your Klaviyo account can be used to launch these automated flows in a targeted and effective way.
Reading tip: You can find out more about the Klaviyo newsletter tool here.
Tips for successful Email-Marketing with Klaviyo
In 2024, email marketing will still be a relevant way of getting your products in front of the public and selling them faster. Klaviyo is both an intuitive and comprehensive email marketing tool for setting up successful campaigns. Strong email marketing depends on several key factors:
Understand your target group: Define your buyer personas to create targeted content and build a personal connection with your customers.
Email design and content: Rely on a clear and engaging layout with strong subject lines to capture your readers' attention.
Multichannel communication: Seamlessly contact your customers via email, SMS and push notifications to increase engagement.
Intelligent automation: Leverage Klaviyo's AI capabilities and automation tools to optimize your campaigns and create personalized experiences.
Effective funnel: Develop a thoughtful conversion funnel that guides your customers in a targeted way from initial interaction to purchase decision.
Analytics and optimization: Measure the success of your campaigns and use the data to refine future email marketing strategies.
Reading tip: Learn more about conversion rate optimization here.
Explanation of the most important Klaviyo Flow terms
To get the most out of your flows in Klaviyo, there are a few key terms that you should definitely know. The most important ones are explained here:
Trigger: A trigger is the initiator for your flow and starts the automatic series of emails. You can choose between several options:
List-triggered (triggered by a list): As soon as someone is added to a specific list, this flow starts. A classic example is the welcome series for new newsletter subscribers.
Segment-triggered (triggered by a segment): People enter this flow when they are added to a specific segment. A segment is a dynamic group of profiles that meets certain criteria, e.g. “all customers who have made a purchase in the last 30 days”.
Metric-triggered (triggered by a metric): When a customer performs a certain action - such as placing an order - this flow starts.
Date property-triggered (triggered by a date): This type of flow is triggered by a specific date linked to a customer's profile - for example, their birthday. Such flows are ideal for sending personalized messages on special occasions.
Price drop-triggered (triggered by a price drop): If the price of a product that a customer has viewed or left in the shopping cart is reduced by a certain amount or percentage, this triggers a flow.
Flow filters: With flow filters, you can define exactly who remains in your flow or is removed from it. This ensures that only the right recipients receive the relevant messages at the right times - for example, based on a certain purchasing behavior or a minimum order amount.
Conditional split: With a conditional split, you build different paths into your flow based on the behavior of your customers. For example: Did the customer click on the last email or not? This allows you to customize your messages even more and better meet the needs of your customers.
Delay: With a delay, you define how much time elapses between the triggering of the flow and the sending of the next message. You can choose flexibly here - from a few hours to several days or weeks, depending on how you want to design your series.
Metrics: These key figures give you an insight into how well your flow is working. From open rates and click rates to conversions - the performance data helps you to identify weak points and continuously improve your email series.
Reading tip: You can find a summary of the best Shopify apps in this article.
The most important Klaviyo flows in your email marketing strategy
Automated flows in Klaviyo are the key to more efficient email marketing. Flows are based on customer interactions and are triggered automatically when certain criteria are met. As a result, customers receive personalized messages at the right time, increasing their loyalty to the company and the likelihood of purchase.
Welcome flow:
A flow that welcomes new customers after they sign up on the website with a welcome email series. To create this flow, set a trigger on the signup to your newsletter and design several emails that focus on product recommendations or introductory discounts.
Cart abandonment flow:
This flow is activated when a customer abandons products in their cart but does not complete the purchase. An email reminder, which is sent automatically, motivates the customer to return. Here it is important to set the trigger and timing correctly to send the reminder emails promptly, but without being intrusive.
Post-purchase flow: Send post-purchase emails with recommendations for complementary products or ask for a review. The trigger is the completed purchase, and the email series should aim for long-term customer retention thanks to strategic product recommendations and feedback requests.
Winback Flow: To set up the Winback Flow, select inactive customers based on their last interaction and send targeted emails with special offers after a set period of time to win them back.
Back-in-Stock Flow: With Klaviyo, you can automatically send emails or text messages to customers to let them know when a previously sold-out product is back in stock. These automated messages keep your customers informed and increase the likelihood that they will complete the purchase. Klaviyo's segmentation features also allow you to reach only those customers who are interested in specific products or categories. To set up the flow, select the “Product available again” trigger and create the messages with the desired product notes.
Reading tip: Read here how you can increase the AOV in your store.
Post-purchase follow-up flow: A post-purchase follow-up is like a virtual handshake after the purchase. This flow allows you to value your customers after a purchase and give them the feeling that they are not forgotten. With Klaviyo, you can customize follow-up emails and specify when they are sent. Such emails strengthen customer loyalty and encourage cross-selling. To create this flow, set the trigger to “order completed” and create a series of follow-up emails.
Product Review Flow: Product reviews are an essential part of your post-purchase flow. Klaviyo offers pre-built product review flows that allow you to easily send automated emails to ask customers for a review. These flows are customizable. To set up this flow, activate the “order completed” trigger to send automated review requests.
Upsell & cross-sell flow: With an upsell or cross-sell flow, you maximize the value of every sale. You can create automated emails that suggest suitable additional products or higher-value alternatives to customers' previous purchases. You can customize these flows through targeted segmentation. To configure this flow, use the “product purchased” trigger and create emails that point to similar or complementary products.
Reading tip: Read more about up-selling and cross-selling here.
Birthday Flow: A Birthday Flow is a great way to give your customers a special treat and send them a personalized message or special offer. It's easy to set up: make sure customers can enter their date of birth and set up a trigger for “birthday” to automatically send birthday emails.
Loyalty Program Flow: You can reward loyal customers with a loyalty program flow. Klaviyo integrates easily with tools like Yotpo or LoyaltyLion. To create this flow, select the trigger based on customer status or points earned and set up emails to reward or remind them of the loyalty benefits.
Reading tip: Show appreciation and generate more growth with the help of loyalty programs.
Purchase Anniversary Flow: Another great tool for customer retention is the Purchase Anniversary Flow. This flow reminds customers of the anniversary of their purchase with a message or a special offer. To set up this flow, select the purchase date as the trigger and create an email series to be sent annually on that date.
These automations help to optimize the entire email marketing process and lead to better results.
Advantages of automated e-mail flows
Automation: Klaviyo flows make it possible to automate marketing campaigns, which saves time and increases efficiency.
Personalization: By segmenting and analyzing customer data, targeted, personalized messages can be created that strengthen customer loyalty.
Increasing conversion rates: Automated reminders and offers, such as the cart abandonment flow, help to win back lost sales and increase conversion rates.
Customer retention: Flows such as the Post-Purchase Follow-Up or the Loyalty Program Flow promote customer loyalty and ensure a positive shopping experience.
Data analysis: Klaviyo offers comprehensive analyses and metrics that make it possible to measure and continuously optimize the success of campaigns.
Multichannel communication: In addition to emails, SMS messages can also be sent via Klaviyo, which increases the reach and effectiveness of communication.
Easy integration: Klaviyo integrates seamlessly with e-commerce platforms such as Shopify, making it easier to use data from different sources.
Flexibility and adaptability: The platform offers multiple customization options, allowing companies to develop specific marketing strategies and flows according to their goals.
These advantages make Klaviyo a powerful tool for effective email marketing and customer communication in e-commerce.
Reading tip: How to use Klaviyo optimally for Shopify, read the article.
Shopify integration with Klaviyo
Shopify merchants can use Klaviyo Flows to establish personalized, automated communication with their customers to increase customer loyalty and sales. Klaviyo offers seamless integration with Shopify, making it easy to transform data such as purchase behavior, cart abandonment or customer interactions into customized flows.
Latori customers such as Asphaltgold, CdC Reitsport, HUNTER and LFDY also use Klaviyo for automated flows; for example, one Latori customer has set up a flow that offers inactive shoppers a 10% thank you voucher after 20 days without a purchase to encourage a repeat purchase. In the Klaviyo backend, it looks like this:
Support from an email marketing agency
The successful use of Klaviyo requires comprehensive know-how. We support you with the setup and data migration as well as with the creation of targeted lists and segments in order to realize precise campaigns. We also design effective sign-up forms and implement the double opt-in procedure. With our expertise, we monitor your analyses and continuously optimize your email marketing strategy. This enables you to reach your customers in a targeted manner and promote long-term loyalty, while we ensure that your marketing measures are efficient and targeted.
Conclusion
Klaviyo offers an effective solution for automated email marketing that both increases sales and improves customer loyalty. You can significantly optimize your marketing processes through targeted contact and personalized communication. Our agency supports you in exploiting the full potential of Klaviyo, be it during setup, data migration or campaign analysis. If you want to reach your customers efficiently and build long-term relationships, Klaviyo is the ideal choice for your email marketing strategy.
As Shopify Plus experts, we are happy to support you with the integration of Storyblok in your Shopify store. Get in touch with us.
FAQ
What is a Klaviyo Flow?
A Klaviyo Flow is an automated email marketing tool that enables personalized communication series based on customer behaviour. It is a series of emails that are sent out based on certain triggers.
What are the benefits of Klaviyo Flow?
The benefits of Klaviyo flows lie in the automation of marketing campaigns, the personalization of messages and the increase in the conversion rate, which improves customer loyalty and increases the efficiency of email marketing.
What can you set for flows?
The following flows can be set in Klaviyo: the Welcome Flow, the Cart Abandonment Flow, the Post-Purchase Flow, the Winback Flow, the Back-in-Stock Flow, the Post-Purchase Follow-Up Flow, the Product Review Flow, the Upsell & Cross-Sell Flow, the Birthday Flow, the Loyalty Program Flow and the Purchase Anniversary Flow.
