Using Klaviyo for re-engagement emails is an effective strategy to win back inactive subscribers and rekindle their interest in your brand. Here’s a step-by-step guide on how to set up and execute re-engagement email campaigns using Klaviyo:
1. Identify Inactive Subscribers
- Define Inactivity: Determine what constitutes an inactive subscriber for your business (e.g., no email opens or clicks, no purchases within the last 3, 6, or 12 months).
- Create a Segment: In Klaviyo, create a segment of customers who have not engaged with your emails or made a purchase within your defined inactivity period.
2. Plan Your Re-Engagement Campaign
- Set Goals: Determine the objectives of your re-engagement campaign (e.g., increase email open rates, drive sales, update preferences).
- Incentives: Decide if you will offer incentives to encourage re-engagement (e.g., discounts, free shipping, exclusive content).
3. Design Your Re-Engagement Email Series
- Email 1: Reminder Email
- Timing: Send shortly after identifying the subscriber as inactive.
- Content: Remind them of the value you provide and highlight any new features or products.
- Call to Action (CTA): Encourage them to visit your website or update their preferences.
- Email 2: Special Offer Email
- Timing: Send a few days after the first email if there is no engagement.
- Content: Offer a special discount or incentive to re-engage them.
- CTA: Provide a clear and compelling CTA to take advantage of the offer.
- Email 3: Last Chance Email
- Timing: Send towards the end of the campaign.
- Content: Emphasize the urgency and scarcity of the offer to encourage last-minute engagement.
- CTA: Make the CTA prominent and compelling.
4. Set Up Automated Flows in Klaviyo
- Create a Flow: Go to the “Flows” tab in Klaviyo and create a new flow for your re-engagement campaign.
- Add Triggers: Set triggers based on customer inactivity (e.g., no engagement for 6 months).
Step-by-Step Flow Setup:
Reminder Email
- Trigger: Customer has been inactive for your defined period (e.g., 6 months).
- Email Content:
- Subject: “We Miss You! Here’s What’s New at [Your Brand]”
- Message: “Hi [First Name], we’ve missed you! Here’s what’s been happening at [Your Brand] since your last visit. Check out our latest updates and offers.”
- CTA: “Explore Now”
Special Offer Email
- Trigger: If no engagement with the first email within a few days.
- Email Content:
- Subject: “We Want You Back – Enjoy [X]% Off Your Next Purchase”
- Message: “Hi [First Name], we’d love to see you back! Enjoy [X]% off your next purchase with code WELCOME BACK.”
- CTA: “Shop Now”
Last Chance Email
- Trigger: If no engagement with the second email within a few days.
- Email Content:
- Subject: “Last Chance to Save [X]% – Don’t Miss Out!”
- Message: “Hi [First Name], this is your last chance to take advantage of our special offer. Don’t miss out on [X]% off your next purchase. Use code WELCOME BACK.”
- CTA: “Shop Now”
5. Personalize Your Emails
- Dynamic Content: Use Klaviyo’s dynamic content features to personalize emails based on customer data (e.g., name, past purchases).
- Product Recommendations: Include personalized product recommendations to enhance the relevancy of your re-engagement emails.
6. A/B Test Your Campaign
- Test Subject Lines: Experiment with different subject lines to see which ones generate the highest open rates.
- Test Email Content: A/B test different offers, email designs, and CTAs to determine what resonates best with your audience.
7. Monitor and Optimize
- Track Performance: Use Klaviyo’s analytics to monitor the performance of your re-engagement campaign (e.g., open rates, click-through rates, conversion rates).
- Optimize: Use the data to optimize your emails and flows. Adjust your strategy based on what’s working and what’s not.
Sample Re-Engagement Email Series
- Email 1: Reminder Email
- Subject Line: We Miss You! Here’s What’s New at [Your Brand]
- Content:
- Greeting: “Hi [First Name],”
- Message: “We’ve missed you! Here’s what’s been happening at [Your Brand] since your last visit. Check out our latest updates and offers.”
- CTA: “Explore Now”
- Email 2: Special Offer Email
- Subject Line: We Want You Back – Enjoy [X]% Off Your Next Purchase
- Content:
- Greeting: “Hi [First Name],”
- Message: “We’d love to see you back! Enjoy [X]% off your next purchase with code WELCOME BACK.”
- CTA: “Shop Now”
- Email 3: Last Chance Email
- Subject Line: Last Chance to Save [X]% – Don’t Miss Out!
- Content:
- Greeting: “Hi [First Name],”
- Message: “This is your last chance to take advantage of our special offer. Don’t miss out on [X]% off your next purchase. Use code WELCOME BACK.”
- CTA: “Shop Now”
By following these steps, you can effectively set up and execute a re-engagement email campaign in Klaviyo to win back inactive subscribers and drive more engagement. If you need more detailed instructions or have other questions, feel free to ask!
