30 Second Summary
When you're just getting started with email marketing or launching your e-commerce store, you'll want to start by implementing all of the basic Klaviyo flows such as your Welcome Series, Abandoned Cart Flow, Post Purchase Flow, Winback Flow and more (which are all covered in our Klaviyo Flow Library)
But those are just the basics! The next step is to build out advanced automated flows to automate more key areas of the customer journey: converting new customers, nurture customers after their first purchase, and retaining existing customers.
These advanced flows can help you hit those critical business goals that keep you up at night. Want to get more customers on subscription? Increase the repeat purchase rate? Cross-sell more products? The power of advanced automation through Klaviyo can make these goals a reality.
1. Active On Site Flow
The basic buyer intent flows like Klaviyo Abandoned Cart Flows, Add To Cart Flows, and Browse Abandonment Flows help you convert interested shoppers into customers, but what about those visitors who are a little more hesitant? The "Active On Site" flow is designed to engage this often overlooked segment.
The Active On Site targets visitors who show some interest by merely visiting your site. They haven't browsed specific product pages, added to cart, or placed an order, but they're still potential customers.
Start with 2 personalized, engaging emails sent over 36 to 48 hours. The goal is to intrigue these visitors and guide them towards your products.This flow adds an additional touchpoint for potential buyers, allowing you to reach a broader audience and increase conversion rates. It's an opportunity to initiate a conversation with those on the fence and give them a reason to explore further.
2. EDNO (Expected Date Of Next Order) Flow
In the world of e-commerce where consumers have hundreds of brands competing for their attention (and dollars), timing can be everything. That's where Klaviyo's EDNO (expected date of next order) Flow comes into play. This flow uses predictive analytics to pinpoint when a customer is most likely to reorder. This data-driven strategy can take your Klaviyo cross-sell flows and replenishment performance to the next level, significantly boosting repeat purchase rates.
For those who have bought from you before, Klaviyo's algorithms will analyze their specific buying patterns. It's not about guessing; it's about knowing when they're most likely to reorder and engaging them with customized emails. Even if a customer has only bought once, the EDNO Flow doesn't leave them behind. It uses your overall customer purchase patterns to predict when they're likely to come back, offering an opportunity to turn one-time purchasers into repeat customers.
The EDNO Flow should send 3 emails, over a 10-15 day period. These emails should be personalized to recommend unique products they may like or remind them to reorder a product they've already purchased.
3. Subscription Upsell
The Subscription Upsell Flow is a powerful email marketing strategy for converting more of your one-time and repeat customers into recurring subscription customers to add a consistent revenue stream to your e-commerce business and increase customer lifetime value (LTV).
This flow focuses on upselling customers who are primed to make a next purchase to upgrade to a subscription instead, around the time of reordering, such as 30-45 days after their first purchase.
The emails in your subscription upsell flow should highlight the perks of a recurring subscription, such as savings on orders, free shipping, or early access to new products. You also want to educate them on how easy it is to start a subscription with each of the steps, and to build long term customer loyalty by showing how easy it is to cancel, pause, or manage their subscription.
4. Post-Purchase Upsell
The Post-Purchase Upsell Flow is designed to keep the momentum going after a customer has made a purchase by encouraging them to immediately make a second purchase, or add more to their existing order. Often the highest volume day for repeat purchases is the same day!
That's why the Post-Purchase Upsell flow should have the first email sent immediately after their purchase, and another 1-2 emails over a 48-72 hour period. You can incentivize them more by providing a limited-time offer for a 15-20% discount if they place an order with 72 hours of their initial purchase.
By targeting customers immediately after a purchase, you can prompt them to consider additional items to boost their average order value (AOV). Suggest products they might like based on their recent order, or other products they've shown interest in (such as by adding them to cart), but didn't order.
5. Loyalty Flows
If you're not already leveraging loyalty programs, you're missing out! But launching a loyalty program is just the start. You also need to create multiple flows to drive loyalty program members and increase engagement. Here's a breakdown of some crucial loyalty flows:
- Join Loyalty Program: This flow introduces customers to your loyalty program, explaining the perks and reasons to join.
- Loyalty Welcome: Welcome new members to the loyalty program, laying out the benefits and explaining how to advance through different tiers.
- Loyalty Tier Unlocked: When a member reaches a higher tier of the loyalty program, celebrate their progress and highlight the new perks they have access to.
- Loyalty Redemption Reminder: Regularly remind members when they've accrued enough points to redeem them for purchases, nudging them towards using their rewards.
These loyalty flows work together to create a cohesive and engaging loyalty program, turning casual customers into long term customer loyalty.
6. Subscription Churn Prevention
Subscription customers are one the most important customer segments your e-commerce brand has. But the common mistake most brands make in their email marketing strategy is to avoid emailing these customers out of fear of causing cancellations.
Instead, it's important to build email marketing flows that nurture these customers and proactively prevent them from churning by building brand loyalty and even driving repeat purchases on top of their subscription.
A Subscription Churn Prevention Flow sends emails to subscribers throughout the lifetime of the customer journey to acknowledge and celebrate subscription anniversaries, such as the 3-month, 6-month, or 1-year mark, to make subscribers feel valued. These milestone emails can help incentivize subscribers to stay on their subscription to unlock free gifts, add-ons or perks to increase lifetime value.
You also want to remind subscription customers of their ability to pause, edit, or manage their subscription at different points when they're most likely to cancel.
7. Review Request
Positive customer reviews is one of the best marketing assets for any e-commerce brand. The Review Request Flow helps you collect testimonials for your website, collect user generated content & encourages customers to share their positive experiences on social media to drive awareness.
Create 1-2 emails for your Review Request Flow, to send 5-7 days after a customer has received their order and has a chance to use your products. You can add trigger and flow filters to target specific types of customers, such as those who have made repeat purchases & are most likely to leave a positive review.
TIP: Give some prompts & ideas if you're asking for a review. For example, if you're asking for a testimonial for your website, give them a few questions to get their gears turning (eg. what benefits have you seen from using our product?)
It's also recommended to provide a small incentive to your customers for leaving a review, such as $5 off their next purchase. This not only increases the likelihood of customers leaving a testimonial but also helps drive repeat purchases!
8. SMS Flows
Launching an SMS program is one of the critical retention channels to grow your e-commerce brand, and it starts with building an SMS list. Email marketing flows are one of your best channels to fuel this list growth:
- Welcome Series: As part of your email welcome series, invite new subscribers to join your SMS list. Explain the unique perks of SMS subscriptions, such as exclusive deals, flash sales, or immediate notifications on restocked items.
- Post-Purchase Flow: In your post purchase email, set up flow filters and flow triggers for customers who aren't on your SMS list to encourage them to opt-in to access post-purchase support, tracking updates, or exclusive discounts.
- Cross-Sell Flow: In your Klaviyo cross-sell flows, weave in an invitation to join your SMS list to access a limited-time discount on specific recommended products
By implementing these advanced flows, you'll nurture, convert & retain more customers at each stage of their customer journey. Each of these behavior-based emails and automation techniques, helps increase engagement, build brand loyalty, and drive repeat purchases.
Need some help? Work with our retention marketing team at Longplay to help you build these advanced flows & turn your email marketing channel into a profitable, scalable channel to drive growth.