Setting up post-purchase follow-up emails in Klaviyo helps you maintain customer engagement, encourage repeat purchases, and gather feedback. Here’s a step-by-step guide to help you set up an effective post-purchase follow-up email campaign in Klaviyo:
Steps to Set Up Post-Purchase Follow-Up Emails in Klaviyo
1. Log into Klaviyo
- Navigate to Klaviyo’s website and log in to your account.
2. Create a New Flow
- Go to the “Flows” tab on the left-hand side of the dashboard.
- Click on the “Create Flow” button.
3. Choose a Flow Template or Start from Scratch
- Klaviyo offers a pre-built “Post-Purchase Follow-Up” template. Select this template to start with.
- Alternatively, you can start from scratch by selecting “Create from Scratch” and choosing “Metric Triggered Flow.”
4. Define the Flow Trigger
- The trigger for a post-purchase flow is typically a purchase event.
- In the “Metric Triggered Flow,” choose “Placed Order” as the metric.
5. Add Emails to the Sequence
- First Email (Thank You/Order Confirmation):
- Drag and drop the “Email” action to the flow builder.
- Set this email to send immediately after the purchase.
- Create an email that thanks the customer for their purchase and provides order details.
- Second Email (Product Review Request):
- Add a time delay (e.g., wait 7 days).
- Drag and drop another “Email” action.
- Craft an email requesting a product review or feedback. Include links to review platforms or feedback forms.
- Third Email (Product Usage Tips/Cross-Sell):
- Add another time delay (e.g., wait 14 days).
- Drag and drop an “Email” action.
- Provide tips on how to use the purchased product effectively. You can also suggest complementary products.
- Fourth Email (Customer Loyalty/Referral Program):
- Add a time delay (e.g., wait 30 days).
- Drag and drop an “Email” action.
- Introduce your customer loyalty program or referral program to encourage repeat purchases and referrals.
6. Customize Email Content
- Use personalization tags (e.g.,
{{ first_name }}) to make your emails more relevant. - Include dynamic content blocks to display the purchased products.
- Ensure the emails are visually appealing and on-brand.
7. Set Up Flow Filters
- Add filters to exclude customers who have made another purchase since entering the flow. This prevents them from receiving irrelevant follow-up emails.
- Click on “Flow Filters” and set up a condition such as “Placed Order at least once since starting this flow.”
8. Review and Activate Your Flow
- Review the flow structure to ensure all emails and delays are set up correctly.
- Activate the flow by toggling the switch in the upper right corner of the flow builder.
Example Post-Purchase Follow-Up Email Sequence
- Email 1: Thank You/Order Confirmation
- Subject: “Thank You for Your Purchase, {{ first_name }}!”
- Content: Order details, thank you message, and what to expect next.
- Email 2: Product Review Request
- Subject: “How Do You Like Your New [Product]?”
- Content: Request for product review or feedback, with links to review platforms.
- Email 3: Product Usage Tips/Cross-Sell
- Subject: “Tips for Getting the Most Out of Your [Product]”
- Content: Usage tips, how-to guides, and suggestions for complementary products.
- Email 4: Customer Loyalty/Referral Program
- Subject: “Join Our Loyalty Program and Earn Rewards!”
- Content: Details about the loyalty program or referral program, with benefits and how to join.
Tips for Effective Post-Purchase Follow-Up Campaigns
- Personalization: Use customer data to personalize the emails with their name and the specific products they purchased.
- Clear CTAs: Ensure each email has a clear and compelling call-to-action to encourage reviews, feedback, repeat purchases, or referrals.
- Relevance: Make sure the content of each email is relevant to the customer’s purchase and their stage in the customer journey.
- Responsive Design: Ensure your emails look great on all devices.
- Testing and Optimization: A/B test different subject lines, email content, and send times to optimize performance.
- Analytics: Monitor the performance of your follow-up emails using Klaviyo’s analytics. Track open rates, click-through rates, and conversions.
By following these steps, you can create a compelling and effective post-purchase follow-up email campaign in Klaviyo that helps maintain customer engagement and drives repeat purchases. If you need further assistance or have specific questions, feel free to ask!
