Increase customer lifetime value with a repeat purchase flow
Purchase history data allows you to discern who’s bought something from you before, so you can target these customers again. It’s important to continue nurturing these relationships and engaging these customers with more relevant content, so they’re encouraged to keep purchasing. The more they purchase, the higher their customer lifetime value.
Setting up a repeat purchase flow can help you increase the lifetime value of your customers. However, these customers may be vastly different from each other, so a one-size-fits-all approach likely won’t be effective for everyone. A customer who has purchased multiple, high-value products and a customer who has purchased one low-value product will likely need different messages to help them convert.
When you use predictive analytics in your repeat purchase flow, you can send more targeted, relevant messages to your customers that land in the inbox at the right time to drive the most impact.
Refine your repeat purchase flow with predictive analytics
In the below video, you’ll learn how to refine your repeat purchase flow by triggering the flow by a customer’s expected date of next order, and then branching the flow based on predicted customer lifetime value. With this strategy, you can create more relevant messages that drive customers to buy from you again.
Craft engaging repeat purchase messages for low and high predicted CLV
When you split your repeat purchase flow by predicted customer lifetime value, you are able to send different messages to customers with a low CLV and customers with a high CLV. Let’s break down the types of messages that would be most effective for engaging both audiences in the gallery tabs below.
Low predicted CLV
Try some of these messaging strategies when crafting your repeat purchase message to your low predicted CLV customers:
- Include a discount: For customers with a lower CLV than average, they may need an extra incentive to make another purchase. Try sending them an exclusive discount to help relieve a potential pricing obstacle.
- Highlight recently viewed products: Remind customers of things they’ve seen on your site that they are missing out on. Incorporate high-quality product images and CTAs to purchase.
- Showcase social proof: Customers trust other customers. Highlight some user-generated content (UGC) that features real people benefitting from your product.
High predicted CLV
Try some of these messaging strategies when crafting your repeat purchase message to your high predicted CLV customers:
- Highlight more product recommendations: Showcase some of your other best sellers or high-value products that would attract customers predicted to buy more from you.
- Invite them to join your loyalty program: Thank your high CLV customers for their continued investment in your brand by rewarding them with loyalty points. The more they purchase, the more benefits they unlock!
- Ask for reviews: Ask these highly-engaged customers for feedback on your products. This helps them feel valued by your brand, and gives you the chance to accumulate more user-generated content (UGC).
Review your metrics
Review your flow metrics to assess how your repeat purchase messages resonated with your customers. Explore the dropdowns for reminders about key metrics you can analyze in Klaviyo:
Conditional split metrics
Your conditional split metrics allow you to see how many recipients were sent down each flow branch, letting you know how many recipients fit each of your criteria. For this flow, you’ll be able to see how many of your customers fall below or above your average order value (AOV).
To see your conditional split metrics, click into your flow in Klaviyo and then click again into your conditional split. The flyout on the right-hand side of your screen will show you the breakdown of who took what path in your flow.
Open rate
Open rate tells you the percentage of people who opened your email out of everyone who received it. Your open rate gives you a good idea of how many of your recipients were enticed by your subject line to open your email and learn more.
View your open rate for each of your flow messages in Klaviyo by clicking on each message in your flow, and viewing the Performance card in the right-hand flyout. You can click View details for more granular metrics about your repeat purchase message.
If your open rate is low, consider workshopping your subject line to be more specific and personalized, and use engaging language to highlight the value and benefit of placing another order with your brand. If you need more help, try Klaviyo’s subject line assistant for AI-generated recommendations for conversion-driving copy.
Click rate
Click rate shows you how many people who clicked the CTA in your repeat purchase email out of everyone who received it. Use click rate to determine how effective your email content is at driving recipients to take action by clicking your CTA link.
View your click rate for each of your flow messages in Klaviyo by clicking on each message in your flow, and viewing the Performance card in the right-hand flyout. You can click View details for more granular metrics about your abandoned cart message.
If you’re looking to improve your click rate, check out this resource for helpful strategies: How to increase email click rates.