eCommerce Cultivated | Episode 030

7 Klaviyo Flows That Can Maximize Your Online Store Sales

Email marketing is still one of the best ways to stay connected with your customers.

As an eCommerce store owner, a great email marketing provider is Klaviyo.

In this episode, I’ll be going over some important Klaviyo flows you can implement to help you maximize sales.

Plus, give your business another way to impress your customers with an amazing experience.

Tune in and listen. Don’t forget to follow so you don’t miss an episode.

Apple | Spotify | Stitcher

Show Notes

Show Transcript

Today, I’m going to be talking about Klaviyo flows and which ones that you can implement for your online store. There are tons of flows that you can actually put in place for your e-commerce business. But I’m going to be talking about some of the essential ones that you can start to use so that you can win back lots of different sales opportunities in your business. And for those of you who do not know what Klaviyo is. It is an email marketing tool that you can use to send out newsletters to your customers.

It also offers text messaging services like SMS. If you also want to combine that as part of your marketing strategy, you can do that. Of course, one of the benefits of keeping it in-house with the one company is you have one company. You don’t have to worry about getting into another service provider or application to combine your customers and try to make sure things are synched correctly.

So we’ll be talking about flows today. And I’m excited because Klaviyo is just one of those tools, one of those assets of your business that can really help you bring back additional revenue.

And so we’ll get into the nitty gritty details of some of these so that you can have a better understanding of how this can impact your business.

Beginning with the welcome series, though, essentially a welcome series is a great way to introduce new subscribers or new people who have signed up to your newsletter about your brand and business, it allows you to provide some sort of education about what your business does and what types of products you offer.

And so it can really help you to build your brand authority, as well as instill more trust in your products because you are essentially creating that nurtured relationship with a new customer who has just become more familiar with your business. Now, they may have already been familiar with you in other ways, but this just gives you a more engaged opportunity to build that intimate relationship.

So definitely make sure that you set up your welcome series, because this can be a game changer in helping you to set your business apart from others that may be offering something similar in your market.

All right. So let’s talk about the next one, which is the abandoned cart flow. Practically every e-commerce store has abandoned carts. It is one of the highest percentages of lost sales. Abandoned carts on average account for about 70 percent of lost sales. So that is essentially where somebody is shopping your store and they add a whole bunch of items or maybe one product to their cart. And for whatever reason they leave it, maybe they got called to do something else or they just wanted to go and check out some additional products or something else.

Whatever the case may be, the abandoned cart flow allows you to reignite that relationship by sending an email to them, just reminding them like, hey, this was some of the items that you had in your cart. If you would like to complete this transaction, here’s a quick button to go ahead and finish doing the transaction. And since abandoned carts can be quite high, this is a great opportunity for you to increase the profit margin for your overall bottom line because you are recapturing some of that potential lost sales.

So this is just another way to bring back that additional revenue into your brand. And it allows you, again, to establish that relationship, to establish that trust, and allows you to share more of your brand’s personality so that your customers and potential customers can really get an understanding of what your business is all about.

This one you may have not thought about, but it is the browse abandonment flow, and it is different from the abandoned cart flow in the sense that customers and potential customers don’t have to necessarily add anything into their cart for this flow to kick off.

They just have to be looking at certain products. And if that product has the correct set up, it can trigger an email to be sent to them like, hey, you forgot to check out this product or complete a transaction, whatever you want to say. But it just reminds them that they were browsing this product and for whatever reason, that their attention got pulled away from it, that they can continue the transaction and actually make it to the checkout page.

This, again, gives you that opportunity to add that personalized touch, to infuse your brand, to infuse your messaging so that you can build trust with this customer and just wow them with the experience that you’re providing. So make sure you have the browse abandonment setup for your account.

What’s nice when you make a purchase, getting that confirmation email, that nice, beautiful, like, yes, we received your order and it should be shipped out soon.

Like the confirmation email is great, but an extra touch that you could add is to set up is your thank you email flow, which is basically the new customer, thank you flow. And this allows you to send a nice personalized touch saying thank you for making a purchase in our store. We really appreciate your business. Definitely, we want to maintain a relationship with you. And it just opens that dialog in that relationship for you to do something different.

And so, again, this can help you set your business apart because you’ve taken that time to make sure that those little details are infused into your experience. And remember, if you listen to some previous episodes that especially when it comes to luxury, it’s about creating an overall experience. It’s not just about the products that you offer, but it’s the environment that you create. It is the experience that you create. And this is just another way that you can add on another level of elevation within your business.

Some customers are going to be distracted and maybe have their attention pulled elsewhere, especially with everything going on in today’s world. So the next one that I want you to think about setting up is the customer winback flow. And the winback flow allows you to send customers an email who haven’t engaged with their business for a while, which allows you to reestablish a relationship with the customer and remind them to check out your brand. This is also a great opportunity for you to not only remind them of the products that you currently have, but if you have anything that’s new that you can also introduce them to, to spark their interest back into your business.

So this is called the customer winback flow. So make sure you have that set up and it will just add another personalized touch. And also it’ll help you with your bottom line again, because you are reigniting relationships with customers who already had raised their hand and say, hey, I’m interested! And this can help you have a little bit of a boost in sales.

OK, this one has to be one of my favorite emails to receive. And this is the back in-stock email. If I find a product that I really adore and like and I’m interested in, I will sign up to be notified when it’s back in-stock.

And so this is a great one to have set up for your online store. That is the back in-stock flow. It just notifies people like, hey, this product that you were interested in, we have it back in-stock. This is a great opportunity for you to grab it before it gets sold out again, especially if this is a hot item.

You definitely want to have this set up. This is almost like pre-selling your products. So make sure you have this one set up. And when I say pre-selling, these people already have interest in this product.

And so once you get that notification sent out that it’s back in stock, you’re going to see a boost in sales because people are going to just say, oh, let me add that to the cart and get to the checkout.And it’s done.

So definitely have this one set up. And I’m pretty sure if you’ve discovered products that you’ve loved or were interested in and you signed up for the notification email to be notified that it’s back in stock, that you were excited and you just went ahead and made that purchase.

OK, this is going to be the last one that I recommend. And this is the product review flow.

The product review flow will ask your customers who have completed a purchase with you to provide you some feedback on the product and the experience. This is a great way for you to build your social proof within your business.

Now, you don’t have to use every single review that’s provided for your customers to display. But this is a great way for customers who are browsing your store to see how others have experienced the products that you’re selling. And I always like to say let there be a variety of reviews.

Now, of course, if your product is having all five stars, that’s great. But realistically, some people, even though they have had a great experience with their products, some people just can not give a five star rating, it kind of goes against their belief system for whatever reason, it’s not because they had a bad experience, it’s just that they don’t think something is perfect.

So definitely set up the product review flow because this will allow you to automate the process. You already have a lot of stuff going on in your business, in your life. So if you can do things that that will automate some of these processes and also help you to increase the trust and authority in your business, then definitely have these things set up.

This is one of those that I highly recommend that you have set up within Klaviyo. And so, like I said, this is one of the last ones. There are several others that you can have set up, but these are some of the key ones. And Klaviyo just allows you to up level your overall experience. I know that some people kind of worry about the cost of it and they’re looking at the price and not the value. There is a difference between the two.

So if you’re looking at something for value, you’re looking at it from the aspect of it’s going to have an ROI. And like I said, for example, some of these like the abandoned cart sequence, if you can win back some of those abandoned carts, it’s going to more than pay for Klaviyo itself, because without that, you wouldn’t have had those sales. So you have to look at the overall bigger picture of what it’s adding to your business and how it can help you at being used as a tool to grow your revenue.

You might look at other email providers and think, oh, well, this is more cost effective or this is more prettier. But, you know, what is beautiful? Is having great profits. You are a business. So it’s cool to make money. So make as much money as you possibly can. And if there’s tools out there that are going to help you earn your ROI back, then definitely invest in them. And yeah, I really like Klaviyo.

I think it’s great for e-commerce businesses and once it’s set up correctly and optimized, it can really just change the game for you can help you stand out among your competition and it can help you increase the elevated experience that you’re offering to your customers. So definitely look at Klaviyo. I’ll put a link to sign up that you can check out. And I’ll also link some additional resources on comparing it to another email service provider. So I’ll link that in the show notes.

So definitely check that out. But thank you so much. If you have questions, you can always connect with me. I’m happy to answer your questions.

karen-founder-tmc 3

Hi, I'm Karen, the founder + strategist/Shopify expert behind The May Creative. I help eCommerce brand owners in luxury, lifestyle and beauty industries craft an elevated Shopify website experience. So they can take their store to the next level. Connect to learn more about working together. Or check out the episodes below or dive into some insightful eCommerce articles.


You'll also enjoy with some wine:

  • 2 Ways to Cultivate A Stand Out Luxury eCommerce Brand
  • eCommerce UX Best Practices For Luxury Brands
  • Prepping for 2021 eCommerce Holiday Season

Join the conversation