Playbook: Anatomy of a flow: Post-purchase

Depending on the channels you use, you may have a lot of customers who prefer to get text messages instead of emails. To enhance customer communication and satisfaction, you can add SMS to your post-purchase flow to reach customers directly on their mobile device.

To do this, split your flow after the first time delay based on SMS consent:

• Set the split based on If someone can or cannot receive marketing > Person > cannot receive > SMS marketing.

Note: This configuration allows you to add the split to an existing post-purchase flow without having to rearrange your email path.

From there, your emails will stay under the YES path and the NO path will deliver an SMS message to anyone who is consented to receive them. For your email path, send thank you messages that show customer appreciation and include useful product information.

For your SMS message, since we recommend only using 1 SMS, use it strategically to thank your customers and consider asking for a review or encourage them to check out your loyalty program.

‍Tip: Drag the rejoin icon below the SMS message onto the email path after the first email. This allows you to continue sending customers emails after sending them an SMS message.

Post-purchase is the best time to reinforce the benefits of your rewards program. . Add a conditional split to create a path for customers who are part of your loyalty program and identify those who have not yet joined.

The conditions that you use will depend on whether you are using a third-party app to manage your loyalty or rewards program. Your conditions may look something like this:

• If someone is in or not in a list > Person > is in > VIP subscriber list.
• OR Properties about someone > Loyalty member > is true.

Members who are part of your loyalty program will go down the YES path. This allows you to celebrate the purchase, and show your VIP customers the points or rewards they earned from their purchase. If your loyalty app has different tiers, you can show them how close they are to reaching the next tier, or celebrate them reaching a new tier. Reinforce the unique benefits they receive for being part of your program.

For customers who go down the NO path, you can send a standard thank you email with a call-to-action to join the rewards program. If they do not successfully convert into your program, you can do another conditional split to follow up with them, highlighting the benefits of joining. If you award points for each product purchased or based on the total value of the purchase, show them the points they could earn from this purchase once they sign up for your loyalty program.

You can always personalize your messages based on whether this is someone’s first purchase or if they are a returning customer. Simply use a conditional split to branch your flow into 2 paths using the following condition:

• What someone has done or not done > Person has Placed Order is greater than 1 over all time.

Existing customers will go down the YES path, while new customers will go down the NO path. For new customers you can welcome them to your brand and send a thank you message that specifically acknowledges that this is their first purchase and outlines what to expect from your brand. For returning customers, a more generic “thanks for another purchase” might be more appropriate.

Let’s say you’ve been collecting language preference data through onsite forms, as well as location tagging in Klaviyo.

You know most of your customers are located in either the United States or Canada, specifically Quebec where most customers speak French.

You can add a conditional split that creates 2 separate paths in your flow based on language preferences. Add a split in your flow based on the following conditions:

• Properties about someone > language > equals > French.
• OR Someone’s proximity to a location > is within 100 miles of G0A 1H0 in Canada (include this condition if you don’t have language preference data stored for all customers).
  

Recipients who meet the condition will go down the YES path, where they’ll receive post-purchase messages in French. If they don’t, they’ll go down the NO path and receive messages in English. Keep in mind, it is your responsibility to translate and customize the content of your email or SMS messages to another language.

If you want to create different experiences for your customers based on the dollar value of their order, you can use a trigger split.

Let’s say you want to incentivize customers to return to your website and make another purchase. In order to cross-sell and up-sell in your emails, you can add a trigger split to your flow with the following condition:

• $value > is at least > 100.

Customers who spend at least $100, they will go down the YES path. If someone has spent less than $100, they will go down the NO path.

You can tailor the messaging in the YES path telling customers that they have unlocked a 15% discount that they can use on their next purchase. You can also recommend similar products that they might like using a product feed. Customers in the NO path will just receive a standard thank you message with no incentive.