Email flows are automated sequences that send based on ‘triggers’.

These can be actions your subscribers take on your website (e.g. abandoning their carts) or engagement with your brand (e.g. buying then not purchasing for a while).

They’re automatic. Once set up, you need to optimise them. They’ll sit there & turn prospects into first-time buyers, and nurture those into loyal, repeat customers.

This blog aims to explore the eight most effective Klaviyo flows that can significantly enhance customer loyalty. 

Section 1: Welcome Series

Description

A Welcome Series is a sequence of emails sent to new subscribers to introduce them to your brand and build a foundation for a long-term relationship. This flow is the first interaction with new customers and sets the tone for all future communications, making it a crucial component of your email marketing strategy.

Goal

1. Make Their First Purchase: Encourage new subscribers to make their first purchase with attractive offers and incentives.

2. Introduce Your Brand: Provide an engaging introduction to your brand, highlighting your unique selling points and values.

3. Building Trust: Establish credibility and build trust with new subscribers by sharing customer testimonials and positive reviews.

Flow Stats

Welcome emails generate 4 times the open rate and 5 times the click rate compared to other marketing emails. This shows their effectiveness in capturing initial interest and driving engagement right from the start of the customer journey​ (Klaviyo)​​​.

Want to perfect your welcome flow? Check out these 18 Welcome Series Email Examples That Build Trust and Drive Engagement.

Examples

Section 2: Abandoned Cart

Description

69% of e-commerce carts are abandoned. It’s one of the biggest problems in eCommerce & causes a lot of revenue leakage. Abandoned Cart emails are sent to remind customers about items left in their carts. They help us recover lost sales by nudging customers to complete their purchases. 

Note: in Klaviyo the ‘abandoned cart’ is actually an ‘abandoned checkout’, given it takes the trigger ‘checkout started’. Ensure you add the ‘added to cart’ metric to your store code & create a true abandoned cart with the below strategy.

Goal

1. Recover Lost Sales: Remind customers of the items they left in their cart to encourage them to complete their purchases.

2. Address Purchase Hesitations: Highlight product benefits and offer incentives to overcome any potential barriers to purchase.

3. Create a Sense of Urgency: Use limited-time offers to prompt customers to act quickly and finalize their purchase.

Flow Stats

Abandoned checkout email flows generated average revenue of $3.53 per recipient—the highest across all email marketing campaigns and flows. This highlights the crucial role of timely reminders in recovering potentially lost sales and encouraging customers to complete their purchases​ (Klaviyo)​​.

*The below strategy is split by prospects (who receive a discount) & customers (who do not).

Strategy - Prospects

Strategy - Customers

Need help to optimise this? Read Klaviyo’s SMS Abandoned Cart: The Ultimate Guide.

Examples

Section 3: Browse Abandonment

Description

Browse Abandonment emails are sent to visitors who viewed products but didn't add them to the cart. This flow aims to re-engage potential customers by reminding them of their interest and encouraging them to return to your site.

Goal

1. Re-engage Potential Customers: Remind visitors of the products they viewed but didn't add to the cart, rekindling their interest.

2. Convert Casual Browsers into Buyers: Transform visitors who were casually browsing into actual buyers by reigniting their initial interest.

3. Drive Traffic Back to the Site: Encourage recipients to revisit the website, potentially leading to a purchase or further exploration of other products.

Flow Stats

Browse abandonment emails drive conversions at a rate of 0.96%, compared to the 0.10% conversion rate of the average email campaign. This indicates that these reminders are effective in re-engaging visitors and driving them back to the site to potentially complete their purchase​ (Klaviyo)​.

*The below strategy is split by prospects (who receive a discount) & customers (who do not).

Strategy - Prospects

Strategy - Customers

Want inspiration? See 12 Browse Abandonment Email Examples to Win Back Shoppers.

Examples

Section 4: Abandoned Checkout

Description

Abandoned Checkout emails are sent to customers who began the checkout process but didn’t complete it. This flow aims to recover sales by addressing potential checkout issues and encouraging completion.

Goal

1. Recover Lost Sales: Remind customers who began the checkout process but didn’t complete it, encouraging them to finalize their purchase.

2. Address Checkout Issues: Offer assistance to resolve any potential issues or questions that may have prevented the purchase.

3. Create Urgency: Provide a final reminder with a potential incentive to prompt customers to complete their checkout.

Flow Stats

Similar to abandoned cart. These are immensely important in nudging customers back towards completing their purchases, thus significantly boosting conversion rates​​.

*The below strategy is split by prospects (who receive a discount) & customers (who do not).

Strategy - Prospects

Strategy - Customers

Optimise abandoned flows with 10 Essential A/B Tests to Boost Email Conversions.

Examples

Section 5: Post Purchase (New Customer)

Description

Post Purchase emails are sent to customers after their first purchase to thank them and encourage future engagement. This flow helps in building loyalty and ensuring that the first-time buyer returns for more.

Goal

1. Build Customer Loyalty: Thank new customers for their purchase and foster a positive post-purchase experience.

2. Encourage Repeat Purchases: Suggest related or complementary products to drive additional sales.

3. Provide Value: Offer product care tips and other useful information to enhance customer satisfaction.

Flow Stats

Post-purchase emails have an average click rate of 3.97% (17% higher than the average email campaign). This high level of engagement helps in building customer loyalty and encouraging repeat purchases by providing useful information and offers​ (Klaviyo)​.

Strategy

Get inspired with 10 Post-Purchase Email Examples to Boost Customer Loyalty.

Examples

Section 6: Post Purchase (Repeat Customer)

Description

Post Purchase emails for repeat customers are sent to thank them for their continued support and further deepen the relationship. This flow focuses on showing appreciation and providing additional value to loyal customers.

Goal

1. Reinforce Loyalty: Show appreciation to returning customers with exclusive offers and personaliSed content.

2. Strengthen Customer Bonds: Invite repeat customers to join a VIP or loyalty program.

3. Gather Feedback: Request feedback to understand customer satisfaction and improve future experiences.

Flow Stats

Emails targeting repeat customers can see conversion rates up to 9 times higher than those targeting first-time shoppers. This emphasises the value of nurturing existing customers who are more likely to make additional purchases​ (Nosto)​.

Strategy

Leverage retention strategies from Customer Lifetime Value in Marketing: Strategies to Maximise ROI.

Examples

Section 7: Winback

Description

Winback emails are sent to inactive customers to re-engage them and encourage a return purchase. This flow aims to recover lapsed customers and bring them back into your active customer base.

Goal

1. Re-engage Inactive Customers: Reach out to lapsed customers with personalised messages and special offers.

2. Spark New Interest: Inform inactive customers about new products or updates they might be interested in.

3. Recover Lost Customers: Make a final attempt to re-engage with a compelling offer or discount.

Flow Stats

45% of subscribers who receive a win-back email will open future emails from your brand. These emails are crucial for re-engaging inactive customers and bringing them back to make another purchase​ (Klaviyo)​.

Strategy

Discover Winback Flow: 6 Tips To Re-engage Lapsed Customers.

Examples

Section 8: Price Drop

Description

Price Drop emails are sent to notify customers about price reductions on products they viewed or expressed interest in. This flow aims to encourage purchases by highlighting cost savings.

Goal

1. Highlight Cost Savings: Inform customers about the price reduction on products they viewed to encourage purchases.

2. Create Urgency: Use limited-time offers to prompt quick action and conversions.

3. Enhance Credibility: Reinforce the value with customer reviews and reminders of the price drop.

Strategy

Maximise impact with Klaviyo Predictive Analytics: AI Guide & 3 Use Cases.

Examples

Flow A/B Testing

Great marketers are great at testing. It’s about maximising your KPIs.

A/B testing involves experimenting with different variations of email content and timing to optimise performance. This process helps identify the most effective strategies for engaging and converting your audience.

By testing different elements such as subject lines, images, and call-to-actions, you can refine your email marketing approach and maximise results.

Key Tests to Run On Flows

1. Time Delay: Test different delays between emails (e.g., 1 hour vs. 24 hours) to find the optimal timing for engagement and conversion.

2. Subject Lines: Experiment with various subject lines to determine which generates the highest open rates, testing different tones, lengths, and personalization techniques.

3. Product Showcases: Test featuring different products or services in your emails to see which ones drive the most clicks and conversions.

4. Call-to-Actions (CTAs): Test different CTA phrases, button designs, and placements to see which combinations drive the highest click-through rates.

5. Email Layout: Experiment with different email layouts and designs to determine which formats are more visually appealing and drive higher engagement.

6. Personalization: Test various levels of personalization, such as using the recipient's name, location, or past purchase history, to see how it impacts engagement and conversions.

7. Images vs. No Images: Test emails with images versus text-only emails to determine which format resonates more with your audience.

8. Email Length: Experiment with different email lengths, from short and concise to longer, detailed emails, to see which performs better in terms of engagement and conversion.

9. Discount Offers: Test different types of discount offers (percentage off, dollar off, free shipping) to see which incentives drive the most sales.

10. Send Time: Test sending emails at different times of day and days of the week to find the optimal time for reaching your audience and maximizing engagement.

Conclusion

Implementing these eight essential Klaviyo flows can significantly enhance your customer loyalty and drive long-term business growth.

Each flow is designed to address specific touchpoints in the customer journey, from welcoming new subscribers to re-engaging inactive customers. 

By leveraging these automated sequences, you can ensure consistent engagement, recover lost sales, and foster deeper relationships with your customers.

Want to learn more about flows?

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