How to create an email reactivation campaign in Klaviyo

Creating an email reactivation campaign in Klaviyo is a strategic way to re-engage inactive subscribers and bring them back into your active customer base. Here’s a step-by-step guide on how to set up an effective reactivation campaign in Klaviyo:

Step 1: Identify Your Inactive Subscribers

1. Define Inactivity:
   • Determine what constitutes an inactive subscriber for your business (e.g., no opens or clicks in the past 90 days, no purchases in the past 6 months).
2. Create a Segment:
   • Go to the Lists & Segments tab in Klaviyo.
   • Click Create List / Segment and choose Segment.
   • Set conditions to identify inactive subscribers. For example:
     • Condition 1: “Opened Email zero times in the last 90 days”
     • Condition 2: “Clicked Email zero times in the last 90 days”
     • Condition 3: “Placed Order zero times in the last 6 months”

Step 2: Create the Reactivation Flow

1. Navigate to Flows:
   • In Klaviyo, go to the Flows tab.
2. Create Flow:
   • Click on Create Flow and select Create from Scratch.
3. Name Your Flow:
   • Give your flow a relevant name, such as “Reactivation Campaign”.

Step 3: Set Up Your Trigger

1. Choose a Trigger:
   • The trigger should be based on the segment you created for inactive subscribers.
2. Configure Trigger:
   • Set the trigger to start the flow when someone is added to the inactive segment.

Step 4: Design Your Email Sequence

1. Add Email Steps:
   • Drag and drop email blocks into your flow.
2. Email Content:
   • Email 1: We Miss You:
     • Subject Line: “We Miss You at [Your Brand]!”
     • Body: A friendly message acknowledging their inactivity and expressing that they are missed. Offer a small incentive (e.g., discount code) to entice them back.
   • Email 2: Exclusive Offer Just for You:
     • Subject Line: “Here’s a Special Offer Just for You”
     • Body: Provide a more substantial incentive or highlight new products/services they might be interested in.
   • Email 3: Last Chance:
     • Subject Line: “Last Chance to Save!”
     • Body: Create a sense of urgency by reminding them of the offer’s expiration and emphasizing the benefits of re-engaging.

Step 5: Customize Each Email

1. Edit Email Content:
   • Click on each email block to design and customize the email content. Use Klaviyo’s drag-and-drop email builder or HTML editor.
2. Personalization:
   • Use dynamic tags to personalize emails (e.g., {first_name}).
3. Images and CTAs:
   • Include high-quality images and clear call-to-action buttons.

Step 6: Add Delays Between Emails

1. Add Delays:
   • Drag and drop the delay block between email steps.
2. Set Delay Times:
   • Configure the delay times based on your strategy. For example, send the second email 3 days after the first, and the third email 7 days after the second.

Step 7: Test Your Flow

1. Review and Test:
   • Thoroughly review the flow and email content.
2. Send Test Emails:
   • Send test emails to yourself or a test list to ensure everything looks and works correctly.

Step 8: Activate Your Flow

1. Activate Flow:
   • Once you’re satisfied with the setup, activate the flow by toggling the switch in the top right corner of the flow builder.
2. Monitor Performance:
   • After activation, monitor the flow’s performance in Klaviyo’s analytics dashboard. Track key metrics such as open rates, click-through rates, and conversion rates.

Step 9: Optimize Your Flow

1. Analyze Data:
   • Use the data from Klaviyo’s analytics to understand what’s working and what’s not.
2. Make Adjustments:
   • Based on your analysis, make necessary adjustments to improve the flow’s effectiveness. This could involve tweaking subject lines, email content, timing, or segmentation.

Example Reactivation Email Flow

1. Email 1: We Miss You:
   • Subject Line: “We Miss You at [Your Brand]!”
   • Body: Hi [First Name], it’s been a while since we last saw you. We’ve got some exciting updates and would love to welcome you back. Here’s a 10% off coupon just for you: [COUPON CODE]. [CTA: “Shop Now”]
2. Delay:
   • 3 days.
3. Email 2: Exclusive Offer Just for You:
   • Subject Line: “Here’s a Special Offer Just for You”
   • Body: Hi [First Name], we’ve missed you! To show you how much, we’re offering you an exclusive 15% off on your next purchase. Don’t miss out! [CTA: “Claim Your Offer”]
4. Delay:
   • 7 days.
5. Email 3: Last Chance:
   • Subject Line: “Last Chance to Save!”
   • Body: Hi [First Name], this is your last chance to take advantage of our special offer. Use code [LASTCHANCE] for 20% off. Hurry, this offer expires soon! [CTA: “Shop Now”]

By following these steps, you can set up an effective email reactivation campaign in Klaviyo that helps you re-engage inactive subscribers and bring them back into your active customer base.