Setting up a win-back email automation in Klaviyo is an excellent way to re-engage inactive customers and encourage them to make another purchase. Here’s a step-by-step guide to help you set up an effective win-back email campaign in Klaviyo:
Steps to Set Up Win-Back Email Automation 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 “Winback Flow” template you can use and customize. Alternatively, you can start from scratch by selecting “Create from Scratch” and choosing “Segment Triggered Flow.”
4. Define the Flow Trigger
- The trigger for a win-back campaign is typically based on customer inactivity.
- Choose “Segment Trigger” and create a segment of customers who haven’t made a purchase in a specific time frame (e.g., 90 days).
- To create a segment, go to the “Lists & Segments” tab, click “Create List/Segment,” and choose “Segment.”
- Define the conditions for inactivity (e.g., “Placed Order zero times in the last 90 days”).
5. Add Emails to the Sequence
- First Email (Initial Re-engagement):
- Drag and drop the “Email” action to the flow builder.
- Set this email to send immediately after the trigger event.
- Create an email that acknowledges the customer’s inactivity and offers a compelling reason to come back (e.g., a special discount or offer).
- Second Email (Follow-Up Reminder):
- Add a time delay (e.g., wait 7 days).
- Drag and drop another “Email” action.
- Craft an email that reminds the customer of the offer and highlights popular or new products.
- Third Email (Final Attempt):
- Add another time delay (e.g., wait 14 days).
- Drag and drop an “Email” action.
- Send a final reminder with an enhanced offer or a sense of urgency (e.g., “Last chance to save 20%!”).
6. Customize Email Content
- Use personalization tags (e.g.,
{{ first_name }}) to make your emails more relevant. - Include dynamic content blocks to show products they previously viewed or purchased.
- Ensure the emails are visually appealing and on-brand.
7. Set Up Flow Filters
- Add filters to exclude customers who have made a purchase after entering the flow. This prevents them from receiving irrelevant 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 Win-Back Email Sequence
- Email 1: Initial Re-engagement
- Subject: “We Miss You! Here’s 15% Off Your Next Order”
- Content: Acknowledge inactivity, offer a discount, and include a CTA to browse products.
- Email 2: Follow-Up Reminder
- Subject: “Don’t Miss Out! 15% Off Just for You”
- Content: Remind the customer of the discount, highlight popular or new products, and include a CTA.
- Email 3: Final Attempt
- Subject: “Last Chance to Save 15%! Hurry!”
- Content: Create urgency, offer an enhanced discount or benefit, and include a CTA.
Tips for Effective Win-Back Campaigns
- Personalization: Use customer data to personalize the emails with their name and relevant product recommendations.
- Clear CTAs: Ensure each email has a clear and compelling call-to-action to encourage the customer to return.
- Incentives: Offer discounts, free shipping, or other incentives to encourage customers to make a purchase.
- Responsive Design: Make sure your emails are mobile-friendly since many users may check their emails on their phones.
- Testing: A/B test different subject lines, email content, and send times to optimize performance.
- Analytics: Monitor the performance of your win-back emails using Klaviyo’s analytics. Track open rates, click-through rates, and conversions.
By following these steps, you can create a compelling and effective win-back email campaign in Klaviyo that helps re-engage inactive customers and boost your sales. If you need further assistance or have specific questions, feel free to ask!
