Drive repeat purchases with automation
Flows are a powerful, hands-off tool for nurturing relationships at every stage of the customer lifecycle, ultimately boosting loyalty and lifetime value. Here's how to make the most out of your flows.
Set up key flows for maximum impact
Start with a few essential flows that have been proven to significantly impact your marketing strategy. Once those are live, you can expand based on your evolving needs.
Launch 3 essential flows:
As a first step, set up the following flows:
- Welcome series
- Abandoned cart
- Customer winback
These 3 flows target customers at key points in their lifecycle and have been proven to drive revenue and retention for brands using Klaviyo.
Expand your flow strategy:
After launching the basics, consider adding at least 2 more flows to improve customer communication. Popular options include Browse abandonment, post-purchase, and cross-sell flows.
Use Klaviyo's flow library:
Klaviyo offers a pre-built flow library to give you a strong starting point for common flows. Use these templates and customize the branding and copy to fit your brand's voice.
Customize your flows for relevance
Personalized flows deliver higher engagement and conversions. Take advantage of built-in tools to tailor messages to individual customers.
Personalize content with split logic:
Use split logic to create more tailored customer journeys:
- Trigger splits divide customers based on the event that triggered the flow.
- Conditional splits split paths based on customer characteristics or previous actions.
Create different email templates for each flow:
Each flow has a different purpose, so tailor your email templates accordingly. For example, a Happy Birthday flow will have a different tone than a Post-Purchase flow.
Use dynamic content blocks within your flows:
For product-based flows like Abandoned Cart or Order Confirmation, create dynamic content blocks displaying the specific products in a customer's order. You can also add product feeds to any flow emails to highlight new, best-selling, or recommended products.
Optimize flow structure
Maximize the impact of your flows by fine-tuning their timing and message count.
Optimize message count:
Every brand is different, so you can adjust the number of messages in each flow to suit your needs. As your business grows, tweak the flow by adding, updating, or removing messages based on your evolving strategy.
Adjust timing and delays:
Klaviyo's flow library is a great starting point for message timing, but make sure to fine-tune time delays to match your brand's cadence. At a minimum, include a 1-day delay between emails to avoid overwhelming your subscribers.
Monitor and test timing:
A/B test your flow timing by using conditional splits, sending half your audience down one path and half down another. Use the results to refine the timing and number of messages for optimal performance.