Personalize flow pathways with splits
Deliver a high quality experience for every flow recipient with splits. A split separates your flow into distinct pathways so you can send recipients down a path of messages that are specific to their behaviors or interests. The more specific you get, the more likely your content will resonate with recipients and improve message performance.
Let’s dive into how to use conditional splits to customize your flows; sending content that is relevant to your recipient on the channel they prefer.
Differentiate between split types
To recap, here’s how conditional and trigger splits differ:
Trigger split
Trigger splits separate your flow into distinct pathways based on set criteria from the triggering event.
Note: Only available for price drop- or metric-triggered flows.
Conditional split
Conditional splits separate your flow into distinct pathways based on characteristics about or actions that a flow recipient has taken.
Note: Available for all flow types.
Implement strategies to split your flows
Now that you know what a split is and how to add one to your flow, let’s dive into 4 examples of common ways to add splits to your flow for you to use as inspiration.
Split your flow by channel
Omnichannel marketing incorporates all of your owned channels (e.g., email, text message, and push) to drive revenue. A great way to build this experience is to split your flows into distinct pathways, sending content to a subscriber based on the channels they’ve subscribed to and/or prefer.
Say you build a date-based happy birthday flow. Drag in a conditional split to check whether or not someone has consented to text messages. Your email-only subscribers can receive a thoughtful birthday message and discount via email; whereas text message subscribers get a text that drives immediate action and can be customized with exclusive text-only offers.
Split your flow by purchase history
Add a conditional split to your flow to customize the messaging for first time purchasers versus repeat customers.
If someone has never ordered from your store before, you may need to provide an extra push in order for the person to convert; for instance in an abandoned cart or browse abandonment messages. The example below adds an extra 15% off deal for new shoppers for that very reason.
Similarly, you can build a pathway for VIP (or high-customer lifetime value) shoppers. For instance, by adding a conditional split that checks whether someone has placed 2 or more orders or spent over a certain amount on your website, you can reward these customers for their loyalty and turn them into brand advocates.
Split your flow based on a recipients’ specific order
Add a trigger split to a metric or price-drop triggered flow based on order value, discounts applied, number of items purchased, etc.
For example, Bola’s Baked Goods adds a trigger split to separate their flow based on whether or not someone used their 10% off coupon code: SALE10. If the recipient used the code, then Bola's Baked Goods thanks them and recommends other items to buy. If the recipient did not use the 10% off code, Bola's Baked Goods uses this thank you message to send that discount now to spur a second purchase.
Split your flow based on profile properties
Use a conditional split to deliver relevant content based on profile properties (i.e., characteristics about your recipient that are saved in Klaviyo).
For example, Bola’s Baked Goods uses the profile property around distance from their store to create a conditional split in their winback flow. That way, in-store shoppers go down a unique pathway with an in-store promotion, whereas online shoppers are sent a discount code to shop online.