How to create a welcome back email series in Klaviyo

Creating a “Welcome Back” email series in Klaviyo is a great way to re-engage customers who haven’t interacted with your brand for a while. Here’s a step-by-step guide to help you set it up:

Step 1: Define Your Audience

1. Create a Segment: Identify customers who haven’t purchased or interacted with your emails in a specific time frame (e.g., 90 days).
   • Go to Lists & Segments.
   • Click Create List / Segment.
   • Choose Segment.
   • Set conditions to identify inactive customers (e.g., “Placed Order zero times in the last 90 days” and “Received Email zero times in the last 90 days”).

Step 2: Plan Your Email Series

Decide the content and number of emails in your “Welcome Back” series. A typical series might include 3-5 emails:

1. Email 1: We Miss You! – A friendly reminder that you notice their absence.
2. Email 2: Exclusive Offer Just for You – Offer a discount or special deal.
3. Email 3: What’s New? – Highlight new products or features.
4. Email 4: Customer Stories/Testimonials – Share success stories or reviews.
5. Email 5: Last Chance! – Remind them about the offer expiration.

Step 3: Create the Flow

1. Go to Flows: In Klaviyo, navigate to the Flows tab.
2. Create Flow: Click on Create Flow and choose Create from Scratch.
3. Name Your Flow: Give your flow a relevant name, like “Welcome Back Series”.
4. Add Trigger: Set the trigger to start the flow when someone enters the inactive segment you created.
   • Click Trigger Setup.
   • Choose Segment and select your inactive customers’ segment.

Step 4: Design Your Emails

1. Add Emails to the Flow: Drag and drop the email block into the flow canvas.
2. Email Content:
   • Email 1: Create a warm and friendly “We Miss You!” email.
   • Email 2: Design an email with an exclusive offer.
   • Email 3: Highlight new arrivals or updates.
   • Email 4: Include testimonials or customer success stories.
   • Email 5: Create a sense of urgency with a “Last Chance” message.
3. Personalization: Use dynamic tags to personalize the emails (e.g., the customer’s first name).

Step 5: Set Timing and Delays

1. Schedule Delays: Set appropriate delays between each email.
   • E.g., Email 1 after 0 days, Email 2 after 3 days, Email 3 after 7 days, Email 4 after 10 days, Email 5 after 14 days.

Step 6: Test Your Flow

1. Review and Test: Double-check all the emails, triggers, and delays.
2. Send Test Emails: Send test emails to ensure everything looks and functions correctly.

Step 7: Activate the Flow

1. Activate Flow: Once you are satisfied with the setup, activate the flow.
2. Monitor Performance: After activation, monitor the performance of your email series.
   • Track open rates, click rates, and conversion rates.
   • Make adjustments as necessary based on the performance data.

Step 8: Follow Up

1. Analyze Results: After running the series for a while, analyze the results to see what worked and what didn’t.
2. Optimize: Continuously optimize your email content, offers, and timing based on your findings.

By following these steps, you can effectively create a “Welcome Back” email series in Klaviyo that helps to re-engage your inactive customers and boost your sales.