Using Klaviyo for customer win-back campaigns

Using Klaviyo for customer win-back campaigns helps you re-engage lapsed customers and encourage them to return to your brand. Here’s a step-by-step guide to setting up an effective customer win-back campaign in Klaviyo:

Step 1: Define Your Win-Back Strategy

  1. Identify Goals:
  • Determine what you want to achieve with your win-back campaign (e.g., re-engage lapsed customers, increase repeat purchases, boost customer loyalty).
  1. Identify Lapsed Customers:
  • Define what constitutes a lapsed customer for your business (e.g., no purchases in the last 6 months).

Step 2: Create a Segment for Lapsed Customers

  1. Go to Lists & Segments:
  • In Klaviyo, click on the “Lists & Segments” tab.
  1. Create a New Segment:
  • Click “Create List / Segment” and choose “Segment.”
  1. Define Segment Criteria:
  • Set criteria based on customer behavior. For example:
    • “What someone has done (or not done)” > “Placed Order” > zero times in the last 180 days (or your defined period).

Step 3: Create a New Win-Back Flow

  1. Go to the Flows Tab:
  • In Klaviyo, click on the “Flows” tab.
  1. Create a New Flow:
  • Click “Create Flow” and select “Create from Scratch” or choose a pre-built “Win-Back” template.
  1. Name Your Flow:
  • Give your flow a descriptive name, such as “Customer Win-Back Campaign.”

Step 4: Set the Trigger for Your Flow

  1. Choose a Trigger:
  • Select “Segment Trigger” as the event that will start your flow.
  1. Select the Segment:
  • Choose the segment you created for lapsed customers.

Step 5: Add Actions to Your Flow

  1. Add the First Email:
  • Drag and drop an “Email” action into your flow immediately after the trigger.
  • Click on the email action to open the email editor.
  1. Design the First Email:
  • Subject Line: Craft a compelling subject line like “We Miss You! Here’s a Special Offer Just for You.”
  • Email Content: Address the customer personally, acknowledge their absence, and offer an incentive to return (e.g., discount, free shipping).
  • Personalization: Use dynamic tags like {{ first_name }} to personalize the email.
  1. Add a Delay:
  • Drag and drop a “Time Delay” action into your flow after the first email.
  • Set an appropriate delay (e.g., 5-7 days).
  1. Add Subsequent Emails:
  • Repeat the process to add additional emails and delays. Here’s a suggested structure:
    • Email 2: Send 5-7 days after the first email. Reinforce the incentive and highlight popular products.
    • Email 3: Send 5-7 days after the second email. Create urgency with a limited-time offer or remind them of the incentive.
    • Email 4: Send 7-10 days after the third email. Use a last-chance message to encourage action.
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Step 6: Design Each Email Template

  1. Use Klaviyo’s Email Editor:
  • Use the drag-and-drop editor to create visually appealing and engaging email templates.
  • Include high-quality images, clear headings, and concise copy.
  • Ensure each email has a clear and prominent call to action.
  1. Personalize Your Emails:
  • Use dynamic content blocks to tailor the message to each recipient.
  • Include personalized recommendations or offers based on past purchases or browsing behavior.

Step 7: Test Your Flow

  1. Send Test Emails:
  • Use Klaviyo’s testing feature to send test emails to yourself or your team.
  • Check for errors, ensure all links and personalization tags work correctly, and optimize the design and content.

Step 8: Activate Your Flow

  1. Turn On the Flow:
  • Once you are satisfied with the setup and testing, activate the flow by toggling the switch to “Live.”

Step 9: Monitor and Optimize

  1. Track Performance:
  • Use Klaviyo’s analytics to monitor the performance of your win-back emails. Track metrics such as open rates, click-through rates, and conversions.
  1. Optimize Based on Data:
  • Make adjustments based on performance data. A/B test different subject lines, email content, and timing to optimize your flow.

Example Win-Back Flow

  1. Email 1:
  • Subject Line: “We Miss You! Here’s a Special Offer Just for You”
  • Content: Address the customer personally, acknowledge their absence, and offer an incentive to return.
  1. Delay:
  • Time Delay: 5 days
  1. Email 2:
  • Subject Line: “Don’t Miss Out on Our Latest Products”
  • Content: Reinforce the incentive, highlight popular products, and include a clear call to action.
  1. Delay:
  • Time Delay: 7 days
  1. Email 3:
  • Subject Line: “Hurry! Your Special Offer is About to Expire”
  • Content: Create urgency with a limited-time offer and remind them of the incentive.
  1. Delay:
  • Time Delay: 7 days
  1. Email 4:
  • Subject Line: “Last Chance to Come Back and Save!”
  • Content: Use a last-chance message to encourage action and provide a final reminder of the incentive.
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By following these steps, you can set up an effective customer win-back campaign in Klaviyo that helps re-engage lapsed customers and encourages them to return to your brand.

Md Tangeer Mehedi
Md Tangeer Mehedi

I'm Md Tangeer Mehedi, an email marketing specialist with extensive experience running multiple blogs, service-based businesses, and e-commerce stores. On this website, I'm fully focused on developing e-commerce email marketing systems designed to boost sales and create flawless flowchart automations, helping businesses maximize their revenue through effective email strategies.

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