By Nermeen Nabil 
eCommerce automation is pivotal to increasing organizational efficiency which saves time and money. Automating various parts of the marketing and sales process helps to streamline business operations.
There are many automation tools to choose from in the eCommerce space, but Klaviyo remains at the top of our list of recommendations for our mid-market and enterprise clients. In this blog, we’ll review how Klaviyo flows enable merchants to personalize their communications with customers and improve their overall marketing strategy.
What Are Klaviyo Flows?
Klaviyo flows allow merchants to automate their communications with prospects, leads and customers. They’re similar to HubSpot workflows as they send email and SMS communications based on a contact’s properties or behaviors.
A simple message or a series of messages automatically send when a trigger is in place, a contact meets the criteria and the flow is activated. Klaviyo flows can use any data in a merchant’s Klaviyo account 一 helping the merchant send relevant messages to the right people at the right time throughout the entire customer journey.
The 5 Triggers For Klaviyo Flows
Triggers are the actions taken or behaviors exhibited by contacts in your database. All Klaviyo flows must have a trigger in order to work. They are as follows:
The List trigger. List-triggered flows qualify the people who are part of a specified list. For instance, if a person signs up for your newsletter and is on your list of new subscribers, they’ll receive content welcoming them to your brand.
The Segment trigger. Segment-triggered flows qualify the people who are part of a specified dynamic segment. For example, if you have a segment of people that abandoned their shopping carts, they can be enrolled in an abandoned cart flow that encourages them to purchase the products they left behind.
The Metric trigger. Metric-triggered flows qualify the people who take a specific action. Metrics can be anything from placing an order or spending a certain dollar amount to opening an email, viewing a specific product/page and so much more.
The Price-Drop trigger. Price-drop triggered flows enroll the people who viewed or began checking out a product that has since decreased in price.
The Date trigger. Date-triggered flows enroll the people who have a specific date-based profile property in their contact record. A birthday is the perfect example of a date trigger.
What Types of Klaviyo Flows Can You Set Up?
Welcome Series Flow
Creating a welcome series flow in Klaviyo is one of the most important steps in making your audience feel welcomed to your brand. Think of it as the first impression that a consumer has with your brand.
Before implementing this flow, be sure to set the trigger to the list of people that you want to welcome. Double check that the list has new subscribers only on it because you don’t want existing subscribers or customers to receive this content! New subscribers typically sign up through a form, a subscription page, by being manually added by your sales or marketing team or through the API.
Browse Abandonment Flow
Creating a browse abandonment flow in Klaviyo is great for generating product awareness and instilling your product into a consumer’s mind. This type of flow shows a specific product to the people in your database who have viewed the product on a specific page but have not yet added it to their shopping cart to checkout.
Shopping Cart Abandonment Flow
An abandoned cart flow in Klaviyo is different from a browse abandonment flow because the abandoned cart flow shows the product that was abandoned in the person’s shopping cart. In a browse abandonment flow, people don’t need to add the item to their cart. In a cart abandonment flow, they do need to add something to their shopping cart.
Since the shopping cart abandonment flow targets people who left a product behind in their online cart, the series of messages in this flow act as words of encouragement and a final nudge to convert the shopper into a customer.
Post-Purchase Flow
Marketing doesn’t end after a customer makes a purchase, and the way that companies make their customers feel after they’ve purchased is crucial. That’s where post-purchase flows come into play.
Sending an order confirmation immediately after a person has purchased something from your website is only part of the process. Waiting two weeks from the time they received the product to send them an email requesting a product review is another step merchants can take to ensure that customers feel connected. Communicating shipping information or return policies are additional steps which can be taken to deliver a high level of customer service as well.
VIP Customer Flow
If you have a customer loyalty program in place, we recommend creating a flow that rewards and incentivizes your highest-spending (VIP) customers with exclusive discount codes and offers. This is guaranteed to make them feel special, and they likely won’t pass up an offer that’s exclusive to them.
Conclusion
There are a variety of other Klaviyo flows that can be created to reach the right audience at the right time. Back in stock automation, replenishment flows, product recommendations as well as cross-sell and up-sell flows are other viable opportunities to encourage your segmented audiences to convert.
Need help managing your Klaviyo account or creating Klaviyo flows? Reach out to our team of Klaviyo-certified email marketing experts by submitting the form below. We’d be happy to take a look into your account and streamline your eCommerce marketing strategy.
Nermeen Nabil Khear