Setting up triggered email campaigns in Klaviyo

Setting up triggered email campaigns in Klaviyo allows you to automate your email marketing efforts based on specific customer behaviors or events. Here’s a comprehensive guide to creating effective triggered email campaigns in Klaviyo:

Step-by-Step Guide to Setting Up Triggered Email Campaigns

Step 1: Define Your Goals and Triggers

1. Identify Goals: Determine what you want to achieve with your triggered emails. Common goals include:
   • Increasing sales
   • Reducing cart abandonment
   • Engaging new subscribers
   • Re-engaging inactive customers
2. Choose Triggers: Identify the events or behaviors that will trigger your emails. Common triggers include:
   • Joining a list or segment
   • Making a purchase
   • Abandoning a cart
   • Browsing products
   • Inactivity over a certain period

Step 2: Plan Your Email Content

1. Map Out Your Email Sequence: Decide how many emails to include in your triggered campaign and the content for each email.
2. Create Templates: Design templates for each email in the sequence, ensuring they align with your branding and message.

Step 3: Create a New Flow in Klaviyo

1. Login to Klaviyo: Access your Klaviyo account.
2. Navigate to Flows: Click on the “Flows” tab in the left-hand menu.
3. Create New Flow: Click on the “Create Flow” button.

Step 4: Choose a Trigger for Your Flow

1. Select Trigger: Choose the event that will start the flow, such as:
   • List Trigger: When someone subscribes to a specific list.
   • Segment Trigger: When someone joins or leaves a specific segment.
   • Metric Trigger: When an action occurs, like placing an order or abandoning a cart.
2. Configure Trigger: Set up the specific conditions for the trigger. For example, if you’re using a metric trigger like “Placed Order,” you can set conditions like order value or product category.

Step 5: Build the Flow

1. Add Time Delays: Insert time delays between emails to control the timing (e.g., wait 1 day after the trigger before sending the first email).
2. Add Email Actions: Drag and drop email actions into your flow after each time delay.

Step 6: Configure Each Email

1. Edit Email Content: Click on each email block to edit its content.
2. Choose Template: Select the email template you prepared earlier.
3. Personalize Content: Use personalization tokens (e.g., {first_name}, {product_name}) to tailor the email content to each recipient.
4. Add Dynamic Content: Include dynamic product recommendations or personalized offers based on customer behavior and preferences.

Step 7: Set Up Flow Filters and Splits

1. Add Filters: Use flow filters to ensure emails are only sent to recipients who meet certain criteria (e.g., only send to customers who haven’t purchased in the last 30 days).
2. Conditional Splits: Add conditional splits to send different emails based on specific conditions (e.g., send a different follow-up email to VIP customers).

Step 8: Test Your Flow

1. Preview Emails: Use the preview feature to see how each email looks for different recipients.
2. Send Test Emails: Send test emails to yourself and team members to ensure everything displays correctly.
3. Review Flow: Check the entire flow to ensure all triggers, delays, and emails are set up correctly.

Step 9: Activate the Flow

1. Review Settings: Double-check all settings and configurations.
2. Turn on Flow: Activate the flow to start sending triggered emails based on the defined triggers.

Example Triggered Email Campaigns

Welcome Series

1. Trigger: List Trigger – When someone subscribes to the newsletter.
2. Email 1: Welcome Email
   • Content: Introduction to your brand, what subscribers can expect, and a special welcome offer.
3. Time Delay: Wait 1 day
4. Email 2: Brand Story
   • Content: Share your brand story, values, and unique selling points.
5. Time Delay: Wait 3 days
6. Email 3: Product Highlights
   • Content: Highlight popular products or services with customer testimonials.

Abandoned Cart Series

1. Trigger: Metric Trigger – Abandoned Cart
2. Email 1: Cart Reminder
   • Content: Remind customers of the items left in their cart and include a clear CTA to complete the purchase.
3. Time Delay: Wait 1 day
4. Email 2: Urgency Email
   • Content: Create a sense of urgency with limited-time discounts or low stock alerts.
5. Time Delay: Wait 3 days
6. Email 3: Last Chance
   • Content: Final reminder with a special offer to encourage purchase.

Post-Purchase Follow-Up

1. Trigger: Metric Trigger – Placed Order
2. Email 1: Thank You Email
   • Content: Thank customers for their purchase and provide order details.
3. Time Delay: Wait 7 days
4. Email 2: Review Request
   • Content: Ask customers to leave a review and share their experience.
5. Time Delay: Wait 14 days
6. Email 3: Product Recommendations
   • Content: Suggest related products based on their recent purchase.

Tips for Successful Triggered Email Campaigns

1. Personalization: Tailor each email to the recipient using personalization tokens and dynamic content.
2. Clear CTAs: Include clear and compelling calls-to-action in each email.
3. Consistent Branding: Maintain consistent branding and messaging throughout the email sequence.
4. Monitor Performance: Regularly review the performance of your flows and make data-driven adjustments to optimize results.
5. Compliance: Ensure your emails comply with relevant regulations, such as GDPR and CAN-SPAM, including providing easy opt-out options.

By following these steps and best practices, you can create effective triggered email campaigns in Klaviyo that enhance customer engagement, drive conversions, and build long-term loyalty.