Setting up referral program emails in Klaviyo involves creating automated flows that encourage your customers to refer friends and reward them for successful referrals. Here’s how to set up and manage referral program emails in Klaviyo:
Step-by-Step Guide to Setting Up Referral Program Emails in Klaviyo
- Log in to Klaviyo:
- Go to your Klaviyo account and log in with your credentials.
- Integrate Your Referral Program:
- Ensure your referral program provider (e.g., ReferralCandy, Friendbuy, LoyaltyLion) is integrated with Klaviyo.
- Navigate to “Integrations” in Klaviyo and search for your referral program provider. Follow the instructions to complete the integration.
- Sync Referral Data:
- Once integrated, Klaviyo will sync referral data such as referral invites sent, referrals completed, and rewards earned.
- Ensure that this data is correctly mapped to custom properties in Klaviyo.
- Create a Referral Segment:
- Go to the “Lists & Segments” tab.
- Click on “Create List/Segment” and select “Segment.”
- Define your segment based on referral data. For example, create a segment for customers who have referred friends but not yet received rewards or those who have recently joined the referral program.
- Set Up Referral Program Flows:
- Navigate to the “Flows” tab and click on “Create Flow.”
- Choose “Create From Scratch” to start a new flow or select a pre-built template related to referral programs if available.
- Set the Trigger:
- Define the trigger for your referral flow. Common triggers include:
- Referral Invite Sent: Triggered when a customer sends a referral invite.
- Referral Completed: Triggered when a referred friend completes a purchase.
- Reward Earned: Triggered when a customer earns a reward for a successful referral.
- Customize Flow Actions:
- Add email actions to the flow. Drag and drop the “Email” block into your flow.
- Click on the email block to open the email editor and design your email template. Customize the content to match the referral event that triggered the email.
- Use Dynamic Content:
- Personalize your emails using dynamic content. For example, include the referral reward details, referral status, and personalized messages using dynamic tags like {{ referral_reward }}, {{ referral_status }}, and {{ customer_name }}.
- Insert dynamic variables to include personalized information such as the recipient’s first name, the reward they’ve earned, or the status of their referral.
- Set Delays and Conditional Splits:
- Add delays between actions if needed. For example, you might want to wait a few days after a referral invite is sent before sending a follow-up reminder.
- Use conditional splits to create different paths based on user behavior. For example, if the referred friend completes a purchase, you can send a thank you email to the referrer.
- Add Additional Actions:
- Besides emails, you can add other actions like updating profile properties, tagging customers, or triggering webhooks.
- This can help you track customer behavior and segment your audience more effectively.
- Test the Flow:
- Before activating the flow, test it to ensure all steps and conditions work correctly.
- Use the “Preview” and “Send Test Email” features to review the emails and flow logic.
- Activate the Flow:
- Once you are satisfied with the setup and testing, click “Review and Turn On” to activate the flow.
Example Referral Program Email Campaigns
1. Referral Invite Email
- Trigger: Referral Invite Sent
- Email Content: Encourage customers to refer friends by explaining the benefits and rewards. Include a unique referral link.
- Follow-Up: Send a reminder email if the referred friend hasn’t taken action after a few days.
2. Referral Completion Notification
- Trigger: Referral Completed
- Email Content: Congratulate and thank the customer for a successful referral. Highlight the reward they’ve earned and how to use it.
3. Reward Earned Notification
- Trigger: Reward Earned
- Email Content: Notify the customer about the reward they’ve earned for a successful referral. Provide details on how to redeem the reward.
Tips for Effective Referral Program Emails
- Clear Instructions: Provide clear instructions on how to participate in the referral program and how to refer friends.
- Incentives: Highlight the rewards and incentives for referring friends and for the friends who are referred.
- Personalization: Use dynamic content to personalize emails for each recipient based on their referral data.
- Timely and Relevant: Ensure the timing of the emails is appropriate for the referral event. For example, send a follow-up reminder shortly after the initial invite.
- Engagement: Use engaging and encouraging language to motivate customers to participate in the referral program.
- Monitoring and Optimization: Continuously monitor the performance of your referral program flows and make adjustments based on engagement metrics and customer feedback.
By following these steps and best practices, you can effectively use Klaviyo to manage and optimize your referral program emails, driving customer engagement and increasing referrals.
