Using Klaviyo for pre-order emails involves setting up a flow that informs your customers about upcoming products and encourages them to place pre-orders. Here’s a step-by-step guide to help you set this up effectively:
Step 1: Prepare Your Product and Audience
- Ensure Product is Ready for Pre-order:
- Make sure the product details, images, pricing, and expected availability dates are finalized.
- Ensure your e-commerce platform supports pre-orders.
- Identify Your Target Audience:
- Segment your audience to identify potential customers interested in pre-orders based on their past behavior, such as previous purchases or engagement with similar products.
Step 2: Create a Segment for Interested 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 to segment customers who might be interested in pre-orders. For example:
- Customers who have purchased similar products.
- Customers who have shown interest in your upcoming product through email engagement or website activity.
Step 3: Set Up a Pre-order Email 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.”
- Name Your Flow:
- Give your flow a name, such as “Pre-order Campaign.”
- Set the Trigger:
- Choose a trigger for the flow. For a pre-order campaign, you might want to use a specific segment or a list.
- Example: “List Trigger” or “Segment Trigger” where the segment is the one created for interested customers.
Step 4: Design Your Pre-order Email
- Add an Email Action:
- Drag and drop an “Email” action into your flow immediately after the trigger.
- Design the Email Template:
- Click on the email action to open the email editor.
- Use Klaviyo’s drag-and-drop editor to create an engaging email.
- Include Essential Information:
- Product Details: Highlight the features, benefits, and images of the product.
- Pre-order Incentives: Offer incentives for pre-ordering, such as discounts, early access, or exclusive bonuses.
- Clear Call to Action: Include a prominent “Pre-order Now” button that links to the pre-order page.
- Personalize the Email:
- Use dynamic content blocks to personalize the email with customer details.
- Use dynamic tags like {{ first_name }} to address the recipient personally.
- Craft a Compelling Subject Line:
- Example: “Be the First to Get [Product Name] – Pre-order Now!”
Step 5: Add Additional Emails (Optional)
- Add Follow-up Emails:
- Consider adding follow-up emails to remind customers about the pre-order and create urgency as the launch date approaches.
- Example: “Last Chance to Pre-order [Product Name]!”
- Add Conditional Splits:
- Use conditional splits to send different emails based on customer actions, such as opening the previous email or clicking the pre-order link.
Step 6: Test Your Flow
- Test the Flow:
- Run a test to ensure everything is set up correctly.
- Use a test email address and simulate the flow to see how the emails look and function.
Step 7: Activate the Flow
- Activate the Flow:
- Once you are satisfied with the setup and testing, activate the flow to start sending pre-order emails to your customers.
Additional Tips
- Monitor and Optimize:
- Regularly check the performance of your pre-order emails.
- Use Klaviyo’s analytics tools to track open rates, click-through rates, and conversions.
- Make adjustments to your email design or flow settings based on performance data.
- Promote on Multiple Channels:
- Complement your email campaign with promotions on social media, your website, and other channels to increase visibility and interest.
- Create a Sense of Urgency:
- Use countdown timers and limited-time offers to create urgency and encourage customers to pre-order.
- Follow Up After Pre-orders:
- Once the product is available, follow up with customers who pre-ordered to confirm their orders and provide shipping information.
By following these steps, you can set up an effective pre-order email campaign in Klaviyo that generates excitement and drives pre-orders for your upcoming products.
