Using Klaviyo for multi-step email campaigns allows you to create sophisticated, automated workflows that guide your customers through a series of emails based on their behaviors and interactions. Here’s how to set up and manage multi-step email campaigns in Klaviyo:
Step-by-Step Guide to Creating Multi-Step Email Campaigns in Klaviyo
- Log in to Klaviyo:
- Go to your Klaviyo account and log in with your credentials.
- Navigate to Flows:
- Click on the “Flows” tab in the left-hand menu.
- Create a New Flow:
- Click on “Create Flow.”
- Choose “Create From Scratch” to start a new flow or select a pre-built template that fits your campaign goals.
- Set the Trigger:
- Define what event or action will trigger the start of the flow. This could be actions such as “Joined List,” “Placed Order,” “Abandoned Cart,” or custom events.
- For example, if you’re creating a welcome series, the trigger might be “Subscribed to List.”
- Add Email Steps:
- Click on the plus sign (+) to add your first email to the flow.
- Customize the email content using Klaviyo’s drag-and-drop editor.
- Add additional email steps by clicking the plus sign after each email. You can set up a series of emails that guide the user through different stages, such as welcome emails, educational content, promotional offers, etc.
- Set Delays Between Emails:
- Add time delays between emails to control the pacing of your campaign. Click on the plus sign and select “Time Delay.”
- Set the appropriate delay time, such as 1 day, 3 days, or 1 week, depending on the flow’s purpose and the user’s interaction.
- Add Conditional Splits:
- Use conditional splits to create different paths based on user behavior and engagement.
- For example, you can add a conditional split to check if a user has opened the previous email or clicked a link. Based on their actions, you can send them down different paths with tailored content.
- Add Other Actions:
- Besides emails, you can add other actions like updating profile properties, adding/removing tags, or triggering webhooks.
- For example, if a user makes a purchase, you might want to add a tag to their profile or move them to a different list.
- Configure Exit Conditions:
- Set exit conditions to remove users from the flow if they meet specific criteria. This ensures that users who no longer need to receive emails are removed from the flow.
- For example, if a user completes a purchase, you might want to exit them from a promotional flow.
- 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 Multi-Step Email Campaign
Welcome Series Flow:
- Email 1: Welcome Email
- Subject: “Welcome to [Your Brand]! Here’s What to Expect”
- Delay: 1 day
- Email 2: Introduction to Brand
- Subject: “Learn More About [Your Brand]”
- Content: Information about your brand’s story, values, and mission.
- Delay: 3 days
- Email 3: Product Highlights
- Subject: “Check Out Our Bestsellers”
- Content: Highlight popular products and customer favorites.
- Delay: 5 days
- Email 4: Customer Testimonials
- Subject: “What Our Customers Are Saying”
- Content: Share customer reviews and testimonials.
- Delay: 7 days
- Email 5: Special Offer
- Subject: “A Special Offer Just for You”
- Content: Provide a discount or special offer to encourage a purchase.
Tips for Effective Multi-Step Email Campaigns
- Personalization: Use dynamic variables and segmentation to personalize emails for each recipient.
- Clear Call-to-Actions: Ensure each email has a clear and compelling call-to-action (CTA) to guide the recipient towards the desired action.
- Consistency: Maintain consistent branding, tone, and style across all emails in the campaign.
- Monitoring and Optimization: Regularly monitor the performance of your flows and make adjustments based on engagement metrics and customer feedback.
- A/B Testing: Test different email content, subject lines, and sending times to optimize your campaigns.
By following these steps and best practices, you can create effective multi-step email campaigns in Klaviyo that engage your audience, build relationships, and drive conversions.
