Setting up email automation in Klaviyo

Setting up email automation in Klaviyo is a powerful way to engage with your audience, nurture leads, and drive sales. Here’s a detailed guide on how to set up various types of email automations (flows) in Klaviyo:

Step 1: Identify Your Automation Goals

Determine what you want to achieve with your email automation. Common goals include:

• Welcoming new subscribers
• Recovering abandoned carts
• Re-engaging inactive customers
• Promoting new products
• Celebrating customer milestones

Step 2: Create a New Flow

1. Navigate to Flows: In Klaviyo, go to the Flows tab.
2. Create Flow: Click on Create Flow and select Create from Scratch or choose a Pre-built Template based on your goal.

Step 3: Set Up Your Trigger

1. Choose a Trigger: The trigger is what starts your flow. Common triggers include:
   • List Trigger: When someone joins a list (e.g., Newsletter sign-up).
   • Segment Trigger: When someone is added to a segment (e.g., VIP customers).
   • Metric Trigger: When someone performs an action (e.g., Added to Cart).
2. Configure Trigger: Set up the conditions for the trigger. For example:
   • For a welcome series: Choose “Joins List” and select your subscriber list.
   • For an abandoned cart series: Choose “Added to Cart” and specify any conditions (e.g., cart value).

Step 4: Design Your Email Sequence

1. Add Email Steps: Drag and drop email blocks into your flow.
2. Email Content:
   • Welcome Series:
     • Email 1: Welcome and thank you for subscribing.
     • Email 2: Introduce your brand and best-selling products.
     • Email 3: Offer a discount or special deal.
   • Abandoned Cart Series:
     • Email 1: Reminder about the items left in the cart.
     • Email 2: Highlight the benefits of the products.
     • Email 3: Offer a discount or free shipping to encourage purchase.
   • Re-Engagement Series:
     • Email 1: We miss you and highlight what’s new.
     • Email 2: Offer a special deal to encourage re-engagement.
     • Email 3: Last chance to take advantage of the offer.

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}, {product_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 (e.g., 1 day, 3 days).

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 conversions.

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.

Examples of Common Email Automations

1. Welcome Series:
   • Trigger: Joins List (Newsletter sign-up)
   • Emails: Welcome email, introduction to brand/products, discount offer.
2. Abandoned Cart Series:
   • Trigger: Added to Cart
   • Emails: Cart reminder, product benefits, discount offer.
3. Post-Purchase Follow-Up:
   • Trigger: Placed Order
   • Emails: Order confirmation, product usage tips, request for review, upsell/cross-sell.
4. Re-Engagement Series:
   • Trigger: Engaged Segment (e.g., inactive for 90 days)
   • Emails: We miss you, special offer, last chance reminder.

By following these steps, you can set up effective email automations in Klaviyo that help engage your audience, recover lost sales, and build stronger customer relationships.