Tackle the basics
Before we dive into enhancement strategies, first ensure you’ve got the flow basics covered. Explore the Getting started with flows course to refresh your memory and set a few key flows live before you try these intermediate best practices.
Flow type #1Segment-triggered loyalty flows
Segment-triggered flows are a great way to automatically message someone as soon as they fit the criteria for your segment. By setting the flow trigger as when someone has been added to your loyalty segment, you can better streamline and automate your loyalty communications.
What are examples of segment-triggered loyalty flows?
You could set up a welcome flow specific to your loyalty program, that sends a program overview email to each new member as soon as they join the program. You may also set up flows that are triggered as soon as someone reaches joins a new loyalty segment, informing them of this status change.
How do they drive value?
These flows remind recipients of the great perks of being one of your loyal customers. By keeping them informed about their specific rewards, you’ll inspire future purchases, build stronger brand loyalty, and drive more revenue for your business.
How should you enhance these flows?
If you use a loyalty service provider, make sure to integrate with Klaviyo to deliver the full picture of your loyalty program to your recipients. Use profile properties to personalize these messages with loyalty details and recommended products to help motivate them to use their rewards.
Date-triggered flows
Date-triggered flows empower you to automatically message someone as soon as a certain date or time occurs. This can be a static date on the calendar, or a date that’s specific to each customer’s journey with your brand. These flows help your messages be even more relevant, since they land in the inbox at the opportune time.
What are examples of date-triggered flows?
Try setting up a birthday flow, which allows you to message and reward customers with a birthday treat or discount. Another great way to engage customers is with a first-purchase anniversary flow; remind them of their journey with your brand, and let them know you care with a special discount to commemorate the date.
How do they drive value?
The timing of your message is an important factor of your marketing strategy; communicating with your customers at the right time can lead to an increased likelihood of conversion, and also strengthen your brand reputation.
How should you enhance these flows?
Use profile properties to make these date-triggered flow messages even more relevant and engaging for your recipients. For example, in your birthday flow message, address your recipients by name and include a featured product based on their interests as inspiration for using their birthday discount.
Catalog-specific flows
Catalog-specific flows are automated messages related to specific products or groups of products, which comes from your ecommerce integration. These flows allow you to keep your customers in the loop about updates to your products, creating urgency and motivation for making a purchase.
What are examples of catalog-specific flows?
A low-inventory flow urges customers to purchase an item that is almost off the shelves. Conversely, a back-in-stock flow allows you to quickly alert interested customers about a best-selling product that is finally available again. A price-drop flow cues customers into a product’s new low price.
How do they drive value?
These catalog-specific flows help drive urgency around certain products of interest, and can help push your customers to convert. These messages typically see high engagement, as they generate excitement and frequently get people back on your site to view the product.
How should you enhance these flows?
Personalization is key to these messages; use profile properties to cater your flow messages to each individual. You may also consider adding conditional splits based on customer lifetime value (CLV), and providing an additional incentive to customers unlikely to convert without a discount.