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July 3, 2024

Klaviyo Audit Expert Series: Core Flows

WHEN YOU FINISH READING THIS ARTICLE YOU’LL KNOW: 

  1. The role core flows play in the customer journey and how to use them.
  2. The six core flows every business needs and what purposes they serve.
  3. How to thoroughly audit your Klaviyo core flows for relevancy, value, and user experience.
  4. Tips to optimize your core flows and keep both new and existing customers happy with your communication. 

Core flows in Klaviyo are exactly as they sound—the core of your interactions and communications with your customers and potential customers. Getting these right can be the key to bringing in revenue on autopilot, and getting them wrong can make your marketing efforts feel like running through mud. 

Here’s what you should know about auditing these important flows to engage your email subscribers on a daily basis, build stronger relationships, and keep them coming back for more.

Importance of Core Flows in Email Marketing 

Core flows are email automations triggered by specific customer actions or events. They play an important role in nurturing leads, driving conversions, and building customer loyalty. 

  1. Personalized Based On Customer Behavior: Creates a stronger connection with the audience, making them feel understood and valued. 
  2. Increased Efficiency: Once set up, these flows run on their own. You can focus on other tasks while still communicating with your subscribers. 
  3. Improved Customer Retention: Core flows help keep customers engaged with the brand. They remind customers of their value to the business and provide incentives to return, boosting overall customer loyalty.
  4. Higher Conversion Rates: Sending relevant and timely emails (which core flows are designed to be) can significantly boost conversion rates.

Why Auditing Your Core Flows is Important 

Regular audits of your Klaviyo core flows helps you keep your email marketing strategy relevant, effective, and up-to-date. By examining flow metrics, content relevance, segmentation, and automation triggers, you can identify areas for improvement and make adjustments to your automation setup.

This isn’t just important for you to make sales.

It’s important to streamline the process for your reader, reduce friction, and make it a pleasure to deal with your company.

What Are the Klaviyo Core Flows? 

Klaviyo offers several key email flows that are must-haves for customer engagement and retention. These flow emails help automate communication, nurture leads, recover lost sales, and boost customer satisfaction. 

  • Welcome Series Flow 
  • Checkout Abandonment Flow 
  • Browse Abandonment Flow 
  • Customer Thank-You Flow 
  • Post-Purchase Follow-Up 
  • Winback Flow

How to Audit Your Klaviyo Core Flows 

Find your flows in the left-hand menu in your Klaviyo account. Simply click on the flow you’d like to audit. Keep in mind that the information below is simply a guide; you can make changes within these frameworks to suit you.

1. Welcome Series Flow 

The Welcome Series Flow greets new subscribers, introduces your brand, and nurtures them into loyal customers. These emails typically include an introduction to your brand, a welcome offer, and information about what to expect from future communications.

Flow Structure 

A welcome flow usually follows a specific sequence, ranging between 5 and 7 emails on average. This is a general idea of what should be included in a welcome flow, but it can be adjusted to suit you. 

  • Email #1: Welcome to the community, here’s your XYZ, we’re glad to have you here. Positive and welcoming. 
  • Email #2: More information about your brand. Keep it shorter rather than longer and try to make it more about the customer than your brand. ie. How does your brand help the customer? 
  • Email #3: Share some best-sellers so the new subscriber has somewhere to start. 
  • Email #4: Show some social proof (reviews, video testimonials, UGC) to reassure the reader that others love your products and have seen success with them. 
  • Email #5: Discount reminder, in case they’ve forgotten. 
  • Email #6: Final discount reminder and “What’s stopping you?” If they haven’t bought yet, you might find feedback helpful. Ask them to fill in a survey or reply to the email.
  • Email #7: Discount expiring in 1 hour, final offer.

A/B Testing Ideas for Welcome Flows 

  • Buyer vs Non-Buyer 
  • Personalization vs Generic 
  • Number of Touchpoints 
  • Brand-Focused vs Product-Focused 
  • Incentive Types (eg. $ vs %, discount vs free gift) 

2. Checkout Abandonment Flow 

This flow targets customers who started the checkout process but didn’t complete it. Note that this flow is different to the cart abandonment flow (abandon cart flow), which is when customers added an item to their cart but left before starting the checkout process.

One of the biggest mistakes that many people make is failing to create separate checkout abandon flows for new customers and existing customers. Here’s what your checkout abandon strategy should look like. 

New Customers Flow Structure 

People who’ve never bought from you before might be unsure of the quality or effectiveness of your products. Your messaging will need to cater to that—reassuring, encouraging, and with a good incentive for them to try your products for the first time. 

A typical checkout abandonment flow for a first-time potential buyer might look like this: 

  • Email #1: Sent within a few hours of checkout abandonment. Remind them about their cart and add some social proof. 
  • Email #2: Slightly more aggressive reminder with some valuable information eg. answering some FAQs and encouraging the user to contact customer support if they have other concerns. 
  • Email #3: Include a discount code to encourage the purchase. Make sure the code is set up with a time limit. 
  • Email #4: Discount expiry notification. 

Existing Customers Flow Structure 

Those who’ve bought from you before and are considering buying again obviously liked your products enough the first time around to come back for more. This is valuable knowledge for you, so you should be talking to them in a different way to how you speak to new potential customers. 

A checkout abandonment flow for an existing customer could look like this: 

  • Email #1: Welcome back and a reminder about their cart. 
  • Email #2: Discount code (typically a smaller incentive than new customers) or a low stock announcement to drive urgency. 
  • Email #3: Discount expiration warning or discount introduction.
  • Email #4: *Discount expiration if coupon code was only introduced in previous email.

3. Browse Abandonment Flow 

This flow targets customers who browsed specific products or collections but left without adding items to their cart. The goal is to remind and entice them back if they forgot or got distracted. As the flow progresses, consider offering a discount to encourage purchase. 

Flow Structure 

  • Email #1: Remind the reader of what they were looking at and why they’d be a great buy. Use dynamic product blocks to show them their browsed item. 
  • Email #2: Share some compelling social proof to give first-time buyers peace of mind and to remind repeat buyers of why they’re making a good choice.
  • Email #3: Encourage them to look further if they’re no longer interested in the original product. Dynamic product recommendations are a good idea.

A/B Testing Ideas for Browse Abandon Flows 

  • Trigger Timing 
  • Dynamic vs Static Recommendations 
  • Number of Touchpoints 
  • Text Reviews vs Video Reviews 

4. Customer Thank-You Flow 

The Customer Thank-You flow is designed to express gratitude to customers after a purchase, reinforcing a positive relationship. This flow typically includes a thank you message and order details. It often moves straight into or even overlaps with the post-purchase flow. 

Flow Structure 

  • Email #1: Thank you for your order, including shipping and order information.
  • Email #2: More information, like “Your order has been shipped!” 

Often, this flow moves from here straight into the post-purchase flow, which is designed to maintain engagement and provide nurturing information so the customer is prepared when their order arrives. 

5. Post-Purchase Follow-Up 

The Post-Purchase Follow-Up flow aims to maintain engagement with customers after a purchase, ensuring continued satisfaction and fostering loyalty. This flow may include cross-sell or upsell opportunities and requesting reviews, but may also include nurturing information, like how to use the product.

Flow Purpose 

As your post-purchase flow can overlap with your customer thank-you flow, it’s hard to say how many emails it should be. You can structure your own flow based on which of the goals are relevant to you. Here are the goals of this core flow: 

  • Reassurance: Buyer’s remorse is real, so send an encouraging email telling them they’ve made a good choice and offering some information on what to expect next. 
  • Nurturing Content: A pure value email giving the buyer information they might need. eg. how to use the product, addressing some FAQs, or providing other valuable information that could help them. 
  • Cross-Sells & Upsells: Data shows that many buyers purchase again within a week of their initial order. This is your best chance to get them to invest in something that complements the products you already have. 
  • Reviews/Social Proof: You can ask them directly to share their experience or go to a product page and leave a review. Or, find more creative ways of asking, like doing a quiz.
  • A Final Offer: Near the end of your flow, you can give the reader another offer to entice them to buy again. If they’ve bought again already, make sure to remove them from the funnel before this step.

A/B Testing Ideas for Post-Purchase Flows 

  • 1st-Time Buyer vs Return Buyer 
  • Text-Only vs Full Design Emails 
  • Order Value (different flows for big vs small orders) 
  • Accessory Product Offerings (personalized vs best-sellers) 
  • Message Timing (immediately vs after order delivery)

6. Winback Flow 

The Winback flow targets inactive customers to re-engage them and encourage them to make another purchase. They’re often sent after a period of inactivity, such as 30, 60, or 90 days. This flow usually includes special discounts or incentives to entice them back, and the timing of these emails depends on your business model. 

Flow Structure 

  • Dynamic Product Recommendations: Based on past buying behavior. 
  • Reminder of Value: Include USPs, social proof, and reminders of why buying from you is a good idea. 
  • Discount Ladder: Offer a discount with a time limit. Increase the discount if they don’t buy.
  • Get Information: If they aren’t buying, consider sending a final email asking for feedback about what’s stopping them from buying.

A/B Testing Ideas for Winback Flows 

  • Discount Values (discount ladder points) 
  • Conditional Splits (high-value vs lower-value historical customer) 
  • Adding Plain-Text “Message from CEO” Email (personal touch can convert) 

Optimization Techniques for Klaviyo Core Flows 

1. Analyze Flow Metrics & A/B Test Accordingly 

Once you’ve clicked on a flow, find and click the “Show Analytics” button at the top right of the screen. This will give you an overview of email click rates and open rates. 

Klaviyo sign-up flows

Clicking on an email, finding the “Performance” heading and selecting “View Details” gives you a more in-depth overview including other metrics like bounce rate and unsubscribe rate. Click on “View More” for some insight into this data.

Klaviyo core flows

Optimizing Open Rates 

A high open rate suggests your subject lines are compelling and well-timed. Low open rates may indicate issues with subject lines, sender reputation, or the time emails are sent. Try these A/B tests to get insight on your open rates: 

  • Conditional Splits: Split readers by whether or not they’ve purchased before to deliver relevant information. 
  • Subject Lines: Informative over mysterious. Make sure your subject lines indicate what the email is about and aren’t too long. 
  • Personalization: Use the customer’s name (first prize) or email address in the subject line to catch their attention. 
  • Time of Day: Sending at different times of day can make it easier for users to see an email as it comes in and open it before it gets lost in the inbox.
  • Tone: Casual vs formal tone of voice in subject lines, as well as emojis vs no emojis.

According to Klaviyo, using personalization leads to an increase in open rates in 60% of cases.

Optimizing Click-Through Rates 

If users are opening your emails but not clicking, the problem most likely lies in your email content. When your click rates are low, consider testing the following: 

  • CTAs: Change wording or tone to see which calls to action entice the click. 
    • Wording: “my” vs “your”. eg. “Claim my discount” or “Claim your discount”. 
    • Generic vs Unique: “Shop Now” vs “Find Your Perfect Match”. 
    • Tone: “Enjoy A Healthier Life” vs “Level Up Your Health Now!” 
  • Copy: Test short, to-the-point vs long, more detailed emails.
  • Button Design: Experiment with different colors (within your brand identity) and shapes.

Handling Unsubscribe Rates 

Analyze unsubscribe rates to identify if certain emails cause recipients to leave your list soon after receiving a flow. A high unsubscribe rate after a particular flow can be a red flag for irrelevant content, too-frequent emails, or other issues. Monitor these rates closely to maintain a healthy and engaged email list. 

To get the most accurate results, test ONLY ONE element at a time. 

2. Assess Automation Triggers 

Double-check that the correct triggers are in place. This includes both the action that kicks off the flow and time delays of the subsequent emails in the flow. 

Klaviyo core flows triggers

Flow Triggers 

Verify that your automation triggers are set correctly for each type of flow. Correctly set triggers make sure that emails are sent at the right moments to maximize engagement and effectiveness. 

  • Welcome Series: Triggered upon sign-up. 
  • Abandoned Checkout/Browse: Triggered after checkout or product page abandonment. 
  • Post-Purchase: Triggered after a purchase.
  • Winback Flow: Triggered a certain amount of time after the customer last bought eg. 90 days, 180 days. 

Email Sequence Timing 

Conduct A/B tests on send times, message frequency, and time between each email to optimize engagement. It’s a good idea to avoid overwhelming new subscribers by letting them complete the welcome flow before adding them to your main campaign segment. 

3. Mobile Optimization 

Optimize all emails for mobile devices. Remember, more than half of users use mobile! Use responsive design so your emails look great on any screen size. Consider these tips: 

  • Single Column Layouts: Simplify your design for smaller screens.
  • Large Buttons and Links: Make it easy for users to interact with your emails on touchscreens.
  • Short Subject Lines: Double-check that your subject lines are visible on mobile devices and don’t get cut off.
  • Test It Yourself: Don’t assume this is all set. Test it yourself and get a few others to test it too, so you can make sure it’s correct. 

Between 50% and 70% of web traffic comes from mobile devices, and as many people read most of their emails on mobile. 

4. Integrating SMS and Email 

Adding SMS to your marketing can boost success, because people are more likely to interact with an SMS immediately. Emails can sometimes sit in an overloaded inbox, so this is a valuable step.

Identifying Opportunities for SMS Integration 

Not every email needs a corresponding SMS. Consider where users might find an SMS valuable and where it may be unnecessary. Time-sensitive notifications and reminders are the ideal opportunities for SMS. Key opportunities include: 

  • Abandoned Cart Reminders: Send SMS reminders to encourage customers to complete their purchase. 
  • Order Confirmations: Provide timely updates on order status.
  • Special Promotions: Alert customers to limited-time offers or events.

Coordinating Email and SMS Campaigns for Maximum Impact 

To achieve maximum impact, strategically coordinate these two communication methods. Here’s how to do it effectively: 

  • Time It Right: Allow a gap of at least a few hours, or even a day, between sending an email and a corresponding SMS. 
  • Diverse Yet Consistent Content: Don’t duplicate copy in email and SMS. Rephrase and present similar information in a fresh, engaging way.
  • Go Light On SMS: Fewer SMS messages are generally more effective. For example, a welcome email flow with seven emails only needs around three SMSs.

5. Qualitative Research 

This is a valuable step that should be used strategically. If users are going through your flows without buying, you need some insight on what’s stopping them from buying. 

A/B tests can give you helpful data, but asking outright can be a much faster and more accurate process. Near the end of flows, include some carefully-thought-out questions and encourage your reader to give you their thoughts. 

  • Ask Them to Reply: Outright asking them to reply and tell you their blocks against buying can yield some very honest information.
  • Direct Them to a Survey: This can be more interactive but make sure to leave space for a manual entry.

YOCTO’s Klaviyo Audit Services: A Strong Foundation for Success 

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: 

  • Data Analysis: We identify industry trends and growth opportunities by meticulously examining your historical data. 
  • Deliverability Audit: We evaluate and enhance your email deliverability performance, making sure your messages land in inboxes, not spam folders. 
  • Sign-Up Paths Audit: We streamline your lead capture process and guarantee a high-quality subscriber list by reviewing all your sign-up paths. 
  • Flow Automation Audit: We fine-tune your Klaviyo core flows to maximize lead generation and conversions. 
  • Lists & Segments Audit: We make sure your lists and segments are clean, organized, and precisely targeted for optimal results. 
  • Campaigns Audit: Aside from Klaviyo core flows, we thoroughly assess your email campaigns for relevance, design, and content effectiveness, providing actionable insights for maintaining engaged customers. 

Why Work With YOCTO, a Klaviyo Master Platinum Partner? 

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: 

  • Industry Recognition: Independently acknowledged by Klaviyo as a leading agency in the USA and Europe, we bring unparalleled experience and expertise to your audits. 
  • Proven Success: Our email strategy approach consistently delivers results, providing a clear roadmap to achieving your revenue and retention goals. 
  • Experience with Industry-Leading Brands: We’ve collaborated with globally recognized B2B and ecommerce brands like Tesonet and high-growth startups like Miracare. Our extensive experience across industries and business sizes allows us to offer tailored solutions that truly work. 

YOCTO’s Klaviyo Audit Process: Detailed and Actionable 

We leave no stone unturned. Our detailed audits provide clear, actionable feedback to enhance your email marketing performance and boost your ecommerce business. 

  1. Discovery Call: We start with a complimentary, no-obligation discovery call to understand your brand and specific requirements.
  2. Comprehensive Audit: We delve into your Klaviyo account, analyzing data performance, deliverability, sign-up paths, flow automation, lists and segments, campaigns, and experimentation maturity.
  3. Detailed Audit Report: You’ll receive a comprehensive custom report pinpointing areas for improvement, complete with exclusive insights and actionable growth strategies tailored to your brand. 

Ready to transform your email performance? Schedule your discovery call today and unlock superior email deliverability and a boosted ROI. 

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