Klaviyo is loaded with phenomenal features to help businesses of all sizes grow. But the truth is, most businesses (even large ones) are only using the basics. If you’re not looking deeper into Klaviyo’s predictive analytics and how you can use them to create even more advanced email flows, then you’re missing a trick.
If you ARE using them, you’re on the right track. Make sure you’re auditing your advanced flows regularly to make the most of them and bump up your conversion rates.
Advanced email flows are automated sequences of emails triggered by specific customer actions or behaviors. They go beyond the basic core flows and use more detailed and specific user data to engage customers at various stages of their journey through a smart series of emails. These kinds of flows can go a long way towards building customer loyalty.
Generally, advanced flows are only implemented once you’ve already got your core flows and transactional emails up and running. Getting these right can give your business a big boost. But you’re going to be wasting your time with advanced flows if your core flows aren’t set up right first.
Advanced flows take data analytics and personalization a step further. If your core flows are already performing well, implementing strong advanced flows is the natural next step. They’re a way to take your customer by the virtual hand and lead them down the path you want them to follow in their customer journey.
Predictive analytics in Klaviyo uses past customer data to forecast future behaviors. As they say, the best indicator of future behavior is past behavior, so this feature can be invaluable when it comes to putting together advanced email flows that really speak to your buyer.
Things like purchase history, demographics, and web activity can build a picture of what your customer is likely to do next. It can also indicate which customers are likely to be high-value buyers. But it goes much deeper than that. Klaviyo’s advanced analytics include things like:
That’s useful information to draw on when making decisions about products, stock, and how to speak to your email subscribers based on where they are in the customer journey.
That means turning more prospective customers into paying customers and rescuing sales that are about to walk out the door. Ultimately, this helps you create more personalized experiences, drive more conversions, and make more email-attributed revenue at the end of the day.
You’re only as successful as your customer experience is good. Customers will jump ship quickly if they’re having a negative experience, so if you aren’t already using analytics to improve your UX, then you’re behind.
Rather than sticking to the general same old welcome flows, abandon cart flows, and post-purchase flows, advanced flows give your customer something different, something exciting. Things that increase customer satisfaction include:
Happy customers are more likely to become repeat customers. Expand beyond your simple flows and you open up a whole new world of opportunities for your buyers.
Customers who stick around for a long time and continue to buy are gold. The higher your customer lifetime value (CLV), the better. But how do you get customers to become loyal fans instead of trying other brands?
Klaviyo’s advanced flows are a good start. They’re easy to implement and extremely effective, and with built-in advanced analytics you can easily identify high-value customers and present targeted offers to keep them coming back for more.
Firstly, auditing your advanced flows in Klaviyo helps you identify any possible gaps or bottlenecks in your customer journey. What flows do you have in place, and what are you missing? Where do customers drop off and why?
You can use this info to refine the user experience and make sure your customers stay happy throughout every step of the process. Plus, you’ll catch any possible issues early so you can fix them before they have detrimental effects.
Secondly, regular audits keep your flows compliant with industry standards and regulations. If you already have advanced flows in place, it’s worth auditing them often to make sure you’re still doing everything right to maintain customer satisfaction.
Open up your Klaviyo, navigate to “Flows” in the left-hand menu, and find your advanced email flows. Here’s a quick guide on how to audit each one we mentioned above.
This email sequence reminds the user that their last stash of product should be coming to an end and to order now so they can keep using it without interruption. To make sure your product replenishment flow is running as it should, check the timing and content to make sure they align with the expected product lifecycle.
If the customer is getting their replenishment emails too early, they won’t be motivated to buy and they may forget by the time they need more. If they get it too late, they may end up buying something more convenient and quick.
Your VIP flow welcomes buyers to a special club once they’ve bought a certain number of times or spent a specific monetary amount. These customers are your most valuable ones—those who’ve shown their loyalty and invested a good bit of money in your products.
This email series celebrates special occasions like your buyer’s birthday, the anniversary of them joining your email list, making their first purchase, and so on. It’s a fun and meaningful way of interacting with customers that makes them feel special.
Cross-sell flows share other products you think the customer may enjoy based on their previous purchases. Klaviyo’s analytics and dynamic content help you send out personalized emails that your customer is likely to be interested in.
Notifying your customer when their favorites are back in stock is a great way of showing that you appreciate their business. It’s also a good way to remind them of something they wanted, which can encourage a sale.
Klaviyo’s predictive analytics use data science and machine learning to predict future customer behavior. You can find this data in the left-hand menu under “Audience,” and “Profiles.” By choosing a profile and scrolling down, you can see the analytics on the specific account.
Note that not every account has this capability. Predictive analytics isn’t unavailable for accounts who have fewer than 500 clients who’ve placed an order, those without orders in the last 30 days, and stores with an order history of less than 180 days.
Even if you tick all the boxes, you may still find profiles who don’t have this data, because they’re brand new subscribers or they haven’t purchased anything yet. Here’s what this powerful tool contains:
Klaviyo’s predictive analytics can quite accurately forecast the next order date by analyzing patterns in customer purchase behavior. If a customer has a consistent ordering pattern, Klaviyo uses this data to predict their next order. If there’s not enough data, Klaviyo will make a prediction based on the behavior of similar customers.
Customer Lifetime Value (CLV) is divided into three metrics. Keep in mind that this obviously refers to email revenue only, and may be skewed if the user ends up signing up on multiple email addresses.
Klaviyo identifies high-spending customers by analyzing historic CLV. This allows businesses to focus their marketing efforts on customers who have shown a pattern of significant spending, maximizing return on investment.
This metric calculates the average number of days between a customer’s orders. By understanding this pattern, you can better time your marketing efforts to align with when customers are most likely to make a purchase.
Klaviyo predicts the probability of a customer churning based on their buying frequency and history. The churn risk is color-coded: green for low risk, yellow for medium risk, and red for high risk. This makes it easy to spot customers who are at risk of leaving and take proactive measures to encourage engagement.
Klaviyo’s algorithm predicts the most likely gender of each customer based on customer name and general census data. This is still an approximation, though—so you won’t be getting hard and fast data here, more like a guess. It also won’t show up in a customer’s profile but you should still be able to use it for targeting purposes.
Triggers are the most important part of advanced flows. Get your trigger wrong, and your messaging won’t even matter that much, because it’ll be delivered to the customer at the wrong place in the customer journey.
Make sure each of your flows has the correct triggers in place:
Make sure to check both the trigger and the time delay of when the email is sent once the trigger activates.
Consider which segments customers are in and if they should be removed from certain segments when they’re added to another one. For example, once a buyer moves up a VIP tier, they should be removed from the previous VIP tier segment.
If you want to use a Birthday flow, as an example, you’ll need to know your user’s birthday. Consider adding this to your sign-up form so you have the data right from the moment someone joins your mailing list. You can add it as an extra step to sell it a little more easily (“Get a surprise every year on your birthday!”).
You can also gather other zero-party data in your sign-up forms. If your product is gender-specific, you might ask your user to specify their gender. Or, you could ask preference-based questions, like “What’s most important to you in a protein powder? 1. Consistency, 2. Taste, 3. Price.”
A/B testing gives you more helpful data to use to create even more personalized, targeted advanced flows for your customer base. Here are some ideas for each flow:
YOCTO specializes in optimizing your email marketing strategy through in-depth Klaviyo audits. We scrutinize every aspect of your Klaviyo account to make sure it’s performing optimally.
Our services encompass:
By choosing YOCTO, you gain a trusted Klaviyo Master Platinum Partner with a proven track record of successful growth strategies. Here’s what sets us apart:
We leave no stone unturned. Our detailed audits provide clear, actionable feedback to enhance your email marketing performance and boost your ecommerce business.
Ready to transform your email performance? Schedule your discovery call today and unlock superior email deliverability and a boosted ROI.
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