Using Klaviyo for customer win-back campaigns helps you re-engage lapsed customers and encourage them to return to your brand. Here’s a step-by-step guide to setting up an effective customer win-back campaign in Klaviyo:
Step 1: Define Your Win-Back Strategy
- Identify Goals:
- Determine what you want to achieve with your win-back campaign (e.g., re-engage lapsed customers, increase repeat purchases, boost customer loyalty).
- Identify Lapsed Customers:
- Define what constitutes a lapsed customer for your business (e.g., no purchases in the last 6 months).
Step 2: Create a Segment for Lapsed Customers
- Go to Lists & Segments:
- In Klaviyo, click on the “Lists & Segments” tab.
- Create a New Segment:
- Click “Create List / Segment” and choose “Segment.”
- Define Segment Criteria:
- Set criteria based on customer behavior. For example:
- “What someone has done (or not done)” > “Placed Order” > zero times in the last 180 days (or your defined period).
Step 3: Create a New Win-Back Flow
- Go to the Flows Tab:
- In Klaviyo, click on the “Flows” tab.
- Create a New Flow:
- Click “Create Flow” and select “Create from Scratch” or choose a pre-built “Win-Back” template.
- Name Your Flow:
- Give your flow a descriptive name, such as “Customer Win-Back Campaign.”
Step 4: Set the Trigger for Your Flow
- Choose a Trigger:
- Select “Segment Trigger” as the event that will start your flow.
- Select the Segment:
- Choose the segment you created for lapsed customers.
Step 5: Add Actions to Your Flow
- Add the First Email:
- Drag and drop an “Email” action into your flow immediately after the trigger.
- Click on the email action to open the email editor.
- Design the First Email:
- Subject Line: Craft a compelling subject line like “We Miss You! Here’s a Special Offer Just for You.”
- Email Content: Address the customer personally, acknowledge their absence, and offer an incentive to return (e.g., discount, free shipping).
- Personalization: Use dynamic tags like {{ first_name }} to personalize the email.
- Add a Delay:
- Drag and drop a “Time Delay” action into your flow after the first email.
- Set an appropriate delay (e.g., 5-7 days).
- Add Subsequent Emails:
- Repeat the process to add additional emails and delays. Here’s a suggested structure:
- Email 2: Send 5-7 days after the first email. Reinforce the incentive and highlight popular products.
- Email 3: Send 5-7 days after the second email. Create urgency with a limited-time offer or remind them of the incentive.
- Email 4: Send 7-10 days after the third email. Use a last-chance message to encourage action.
Step 6: Design Each Email Template
- Use Klaviyo’s Email Editor:
- Use the drag-and-drop editor to create visually appealing and engaging email templates.
- Include high-quality images, clear headings, and concise copy.
- Ensure each email has a clear and prominent call to action.
- Personalize Your Emails:
- Use dynamic content blocks to tailor the message to each recipient.
- Include personalized recommendations or offers based on past purchases or browsing behavior.
Step 7: Test Your Flow
- Send Test Emails:
- Use Klaviyo’s testing feature to send test emails to yourself or your team.
- Check for errors, ensure all links and personalization tags work correctly, and optimize the design and content.
Step 8: Activate Your Flow
- Turn On the Flow:
- Once you are satisfied with the setup and testing, activate the flow by toggling the switch to “Live.”
Step 9: Monitor and Optimize
- Track Performance:
- Use Klaviyo’s analytics to monitor the performance of your win-back emails. Track metrics such as open rates, click-through rates, and conversions.
- Optimize Based on Data:
- Make adjustments based on performance data. A/B test different subject lines, email content, and timing to optimize your flow.
Example Win-Back Flow
- Email 1:
- Subject Line: “We Miss You! Here’s a Special Offer Just for You”
- Content: Address the customer personally, acknowledge their absence, and offer an incentive to return.
- Delay:
- Time Delay: 5 days
- Email 2:
- Subject Line: “Don’t Miss Out on Our Latest Products”
- Content: Reinforce the incentive, highlight popular products, and include a clear call to action.
- Delay:
- Time Delay: 7 days
- Email 3:
- Subject Line: “Hurry! Your Special Offer is About to Expire”
- Content: Create urgency with a limited-time offer and remind them of the incentive.
- Delay:
- Time Delay: 7 days
- Email 4:
- Subject Line: “Last Chance to Come Back and Save!”
- Content: Use a last-chance message to encourage action and provide a final reminder of the incentive.
By following these steps, you can set up an effective customer win-back campaign in Klaviyo that helps re-engage lapsed customers and encourages them to return to your brand.
