Remind someone to shop with less manual effort
Let’s face it: If you don’t have automations built into your marketing strategy, then you are leaving money on the table. In fact, email automations, also known as flows, generate up to 30x more revenue per recipient (RPR) than one-off campaigns, according to Klaviyo’s email benchmarks report.
Hear how Raquel Caticha, at Hazel Village, has built several high-performing automations using email and text messages (i.e., SMS) to drive revenue.
Create conversion-focused email and text message automations
Now that you understand how automations can transform your brand, let’s walk through where to begin. Click into the gallery tabs below to learn about the top-performing flows to drive revenue for your brand via email and text messages.
Note: Want to build your own automations along the way? Klaviyo has you covered. Head to the Flows Library and use our pre-built templates as a starting point. Then, review the following best practices to better understand and refine your strategy.
Welcome flow
A welcome flow (i.e., a welcome series) will message someone once they sign up for marketing, say after they fill out a form on your website. You should follow up with any incentive that was promised for signing up and introduce these interested prospects to your business and top product offerings.
Note: If you use multiple channels (e.g., email and text messages), then you should create a separate welcome series per marketing channel. Learn more about why you should have 1 main list per channel.
Abandoned cart
Approximately 70% of shopping carts are abandoned on average. An abandoned cart automation allows you to remind shoppers to return and complete their orders. Messages are sent after someone adds to their cart, but doesn't complete the purchase within a set period of time (e.g., 4 hours).
Browse abandonment
A browse abandonment automation converts curiosity into cash as you send a reminder message to website visitors after they’ve browsed your website, but have taken no further action. The message should specifically focus on the product someone was most recently browsing to spur a purchase.
Product automations
Product-specific automations boost conversions for your top products and help you avoid otherwise lost sales. Here are a few to set up today:
- Low inventory: Inform shoppers that a product they viewed, added to cart, or started a checkout for is low in stock and may run out soon if they don’t shop now.
- Back in stock: Recover lost sales by following up with shoppers when an item they’re interested in is restocked and available to purchase after previously running out of stock.
- Price drop: Let shoppers know that a product they showed interest in has now dropped in price.
Refine your automations for higher conversions
Now that you know what automations to build and have access to pre-built templates in Klaviyo, let’s talk about best practices. In the dropdowns below, you will learn how to edit your flows to be more personalized and thus more likely to spur someone to buy.
Personalize your automated messages
Personalize your messages to address customers by name and showcase the exact items they have either shown interest in or may be interested in (say, because they are best sellers or personalized recommendations).
Elements that you should add to messages in a tool like Klaviyo include:
- Someone’s first name.
- An image, price, and description of the last item they showed interest in.
- Product feed recommendations (e.g., recommended for them or top-selling items).
- 5-star product reviews for relevant items.
- A direct link to the last place they were active on your website (e.g., a collection page, product page, or their cart).
Provide a first time shopper incentive
Add a special incentive for first-time shoppers to encourage them to complete an order. For instance, many brands will offer a discount, like 10% off, for a brand new shopper; whereas, they may send a general reminder or free shipping to a repeat shopper who has already purchased from the brand.
For instance, below is an example of how you could set up your automation (i.e., flow in Klaviyo) to send 2 distinct messages based on purchase history.
Message shoppers on their preferred channel
Just as it’s important to personalize each message for your shopper, you should also focus on sending them content via their preferred channel. If someone has only subscribed to email, send them an email.
However, if someone has opted in to text messages and has shown more engagement there, then send them a text instead, which is a more direct line of communication.
Keep your team aligned
If you sell high-end or luxury items in your catalog, you may want to offer a more hands-on approach to ensure that prospective customers buy from your brand. You can add to your automation to actually send a message, not just to the customer, but also to your own internal team.
For instance, you may alert your sales or support teams when someone abandons a cart on your highest-priced item, so that they can conduct a more personal one-to-one outreach. Here’s an image of what that looks like in Klaviyo: