Enhance your Klaviyo flow strategy
So far, we've covered how to expand your welcome flows across channels, tailor your approach with splits and unique flow pathways, and expand your strategy to touch each stage of the customer journey.
With that in mind, let's run through best practices to enhance your flows, then dive into a few examples.
Build or improve core flows
Next, let's dissect a few robust flows you can build in your own account. Use this as inspiration to grow from and customize for your own brand, customers, and unique use cases.
Flow type #1Segment-triggered loyalty flows
Segment-triggered flows automatically message someone as soon as they fit the criteria for your loyalty segment. Doing so will kick off a series of messages that streamline your loyalty communications and help someone understand what future VIP-specific messaging will entail across channels.
What are examples of segment-triggered loyalty flows?
- You can set up a loyalty program welcome flow that sends a program overview to each new member upon joining.
- You may also set up flows that trigger as soon as someone approaches loyalty-status (e.g., You're just 1 purchase away from VIP status!) or as someone reaches a new loyalty tier (either via segments or your loyalty integration), notifying them of the status change (e.g., Congrats, you're now a platinum rewards member!).
How do they drive value?
This flow rewards recipients for being part of this exclusive community. By keeping them informed about specific rewards, you’ll inspire future purchases, build stronger brand loyalty, and drive more revenue for your business.
How should you enhance this flow?
If you use a loyalty service provider, integrate with Klaviyo to deliver the full picture of your program. Use profile properties to personalize these messages with loyalty details, point total, and status; plus, send recommended products or incentives exclusive to them, motivating them to use their rewards.
Date-triggered flows
Date-triggered flows automatically message someone on a specific date. This can be a static date on the calendar, or a date that’s specific to each customer’s journey with your brand. This makes your messaging more relevant and timely.
What are examples of date-triggered flows?
- Set up a birthday flow to offer customers a birthday treat or discount; you can even surprise them with a special half-birthday alert.
- Create a first-purchase anniversary flow that reminds someone of their journey with your brand and shows you care, with a special discount to commemorate the date they first shopped.
- Consider other milestones to build date-triggered flows aligned for that align with your business itself. Examples: A maternity brand may build a flow based on someone's due date, a wedding brand may build one leading up to the customer's wedding with core to-dos, etc.
How do they drive value?
The timing of your message is a key factor in your strategy; communicating with your customers at the right time can increase the likelihood of conversion and 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 to inspire them to use their birthday discount.
Catalog-specific flows
Catalog-specific flows are automated messages related to specific products or product groups that are generated by your ecommerce integration. They keep customers in the loop on product updates, creating urgency and motivation to buy.
What are examples of catalog-specific flows?
- Build a low-inventory flow that urges customers to purchase an item that is almost out of stock while supplies last.
- Conversely, a back-in-stock flow lets you alert interested customers when a best-selling product is back and available for purchase.
- A price-drop flow cues customers into a product’s new low price.
- Use a subscription or replenishment flow to alert someone post-purchase and after a specific time delay to buy again, around the time you'd expect them to need a refill or a new item.
How do they drive value?
These catalog-specific flows drive urgency around products of interest and typically see high engagement. They generate excitement and get people back on your site to view a product they've already shown direct interest in; thus, they are more likely to engage.
How should you enhance these flows?
Personalization is imperative. Use profile properties to personalize messages so they speak to each individual. You may consider adding conditional splits within the flows based on customer lifetime value (CLV), and providing an additional incentive to customers unlikely to convert without a discount.