How to use Klaviyo for retention emails

Using Klaviyo for retention emails is a powerful strategy to keep your customers engaged and encourage repeat purchases. Here’s a step-by-step guide on how to set up and optimize retention emails using Klaviyo:

Step 1: Segment Your Audience

1. Log in to Klaviyo: Access your Klaviyo dashboard.
2. Create Segments: Go to the Lists & Segments tab.
3. Define Criteria:

• Create segments based on customer behavior, such as past purchase history, email engagement, or browsing behavior.
• Examples of segments:
  • Active Customers: Customers who made a purchase within the last 30 days.
  • Lapsed Customers: Customers who haven’t purchased in the last 90 days.
  • High-Value Customers: Customers with a total spend above a certain threshold.

Step 2: Create Engaging Email Content

1. Email Templates: Go to the Email Templates section under the Content tab.
2. Design Emails:

• Use Klaviyo’s drag-and-drop editor to design visually appealing emails.
• Personalize content using dynamic variables like {{ first_name }} and {{ product_name }}.
• Include strong calls to action (CTAs) to encourage further engagement.

Step 3: Set Up Automated Flows

1. Create a Flow:

• Go to the Flows tab and click on Create Flow.
• Choose from pre-built flows or start from scratch.

1. Retention Email Flow Ideas:

• Welcome Back Flow: Triggered when a lapsed customer returns to your site or makes a purchase.
• Winback Flow: Target customers who haven’t purchased in a set period, offering incentives like discounts.
• Post-Purchase Follow-Up: Send follow-up emails after a purchase to suggest complementary products, request reviews, or provide usage tips.

Step 4: Set Up Triggers and Actions

1. Triggers:

• Set up triggers based on customer actions (e.g., “Placed Order,” “Viewed Product”) or time delays (e.g., “30 days after last purchase”).

1. Actions:

• Add actions to your flow, such as sending an email, updating a profile property, or adding/removing from a list.
• Use conditional splits to tailor the flow based on customer attributes or behavior (e.g., different emails for high-value vs. low-value customers).

Step 5: Personalize and Test

1. Dynamic Content:

• Use dynamic blocks to show personalized product recommendations based on browsing or purchase history.

1. A/B Testing:

• Set up A/B tests within your flows to test different subject lines, email content, and CTAs.
• Analyze results and optimize based on performance metrics.

Step 6: Monitor and Optimize

1. Analytics:

• Monitor the performance of your retention emails through Klaviyo’s analytics dashboard.
• Track key metrics like open rates, click-through rates, conversion rates, and revenue generated.

1. Iterate:

• Continuously iterate on your email content and flow structure based on performance data.
• Experiment with different incentives, messaging, and segmentation criteria to improve results.

Example: Setting Up a Winback Flow

1. Create Segment:

• Name: Lapsed Customers
• Criteria: Placed Order > 90 days ago and Not Placed Order in the last 90 days

2. Create Flow:

• Name: Winback Campaign

3. Add Trigger:

• Trigger: Segment Trigger
• Segment: Lapsed Customers

4. Add Email:

• Email 1: Friendly reminder with a discount offer
• Subject: “We Miss You! Here’s 10% Off Your Next Purchase”
• Content: Personalized message with a unique discount code

5. Add Time Delay:

• Delay: 7 days

6. Add Email:

• Email 2: Highlight new arrivals or bestsellers
• Subject: “Check Out Our New Arrivals”
• Content: Showcase new products or bestsellers with images and links

7. Add Conditional Split:

• Condition: Has Placed Order Since Starting This Flow
• Yes Path: End Flow
• No Path: Continue to next step

8. Add Email:

• Email 3: Final reminder with a stronger call to action
• Subject: “Last Chance! Your 10% Off Is Waiting”
• Content: Urgency-driven message to encourage immediate action

By following these steps, you can effectively use Klaviyo for retention emails, keeping your customers engaged and driving repeat business.