Your customers aren’t just browsing your site, they’re online shopping all day long! They see ads for products and services in their social media feeds, on billboards, in commercials, in their inbox and more. So, how do you capture their attention and make sure they complete a checkout with your shop? Using Klaviyo email flows!

There are many, many, many types of email flows you can create in Klaviyo but here are the three that we recommend you start with — and by start with we don’t just mean creating the flows. We mean putting in the time to segment, a/b test and optimize the flows so that you aren’t just sending the emails but maximizing your revenue.

Abandoned Cart Email Flow

Abandoned cart emails are a cornerstone of effective e-commerce email marketing, and are essential for reclaiming potentially lost sales. This flow should seamlessly integrate both email and SMS, creating a robust multi-channel approach to re-engage customers who left items in their carts.

While your flow may need to be longer (or in some cases shorter) we recommend starting with three emails.

Initial Email: Craft this email to send within an hour of cart abandonment. Use dynamic content blocks to highlight the specific abandoned products, making the message as relevant and enticing as possible. A direct, clear call-to-action (CTA) should lead the customer back to their cart.

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SMS: If a subscriber has opted-in for SMS you can send a follow up SMS 4 to 8 hours after the first email. This is a great way to recapture attention if a shopper doesn’t often check their email.

Second Email: If the cart remains abandoned, follow up 24 hours later with a gentle nudge, perhaps offering a small incentive like a discount or free shipping to sweeten the deal.

Final Email: 48-72 hours after the initial abandonment, send a last reminder, emphasizing the scarcity of the product or a special limited-time offer to create a sense of urgency.

Ensure that once a customer recovers their cart, they are promptly removed from the flow to avoid any confusion.

Browse Abandonment Email Flow

Capturing sales from customers who browsed but did not add to cart is another significant opportunity for e-commerce businesses. A browse abandonment email flow helps to re-engage these potential customers by reminding them of their initial interest.

Similar to Abandoned Cart flows, this flow may need to be longer (or shorter) than three emails, but we recommend starting your testing process with three.

First Email: This should be dispatched within 24 hours of the browsing session. Keep the copy simple yet enticing, using dynamic content to showcase the specifically viewed products vividly.

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Second Email: Send a follow-up 48 hours later, enriching the content with additional product details, customer testimonials, or a limited-time promotional offer.

Third Email: After 72 hours, broaden the approach by featuring a wider selection of related products or a special subscriber-only deal.

Follow-Up SMS: If the emails do not result in a visit, send an SMS after 96 hours as a final prompt, providing a quick, direct reminder of the items they found interesting.

Remember, you can only send SMS messages to those subscribers who have explicitly opted-in to receive SMS, otherwise, you can receive a hefty fine from the FCC. Make sure your flow checks for SMS opt-in before triggering an SMS message.

Upsell and Cross-Sell Email Campaigns

After you receive a purchase, there’s a tremendous opportunity to increase your customer lifetime value (CLTV) through strategic upsell or cross-sell email campaigns. The higher your CLTV is the more revenue and profit you make.

For example, if you spend $5 on ads to acquire each new customer and your average cart value is $20 your return on investment is $15.

However, if you can get most customers to repurchase again for another $20 then you spent $5 to make $40, leaving your return on investment at $35 instead of just $15!

This is why we love upsell and cross-sell email campaigns. Sure you can run retargeting ads to encourage repeat purchases but that’s going to cost you more money whereas once someone is on your email list, you can remarket to them without having to spend money on those type of adsUpsell Emails:.

These upsell and cross-sell campaigns should be carefully timed and tailored based on the customer’s purchase history and demonstrated preferences.

Here’s how we like to get started with upsell and cross-sell emails:

Upsell Emails

First Email: Send approximately 10 days before the predicted need for product replenishment, highlighting the ease and benefits of reordering.

Second Email: Follow up 5 days later if no purchase has been made, possibly including an incentive to encourage action.

Third Email: A final reminder 3 days after the second email, emphasizing the benefits of timely replenishment and possibly featuring customer testimonials for social proof.

Cross-sell Emails

First Email: Send 3 to 5 days after the initial purchase, introducing complementary products that enhance the use of the primary item.

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Second Email: Send about 7 to 10 days later, this email can showcase additional products that complement or are similar to the original purchase.

Third Email: Send another follow-up about 5 days after the second, offering a special promotion or access to exclusive products.

In order to MAXIMIZE revenue from these campaigns you should be doing segmentation upfront to make sure your upsells and cross-sells are extremely relevant. You can a/b test your offers, content, and products recommended to take your revenue to the next level!

Time to Get to Work

Implementing these tailored Klaviyo email flows WILL help you increase revenue and profitability.

Want some examples? Dive into the real-life success stories of businesses that have capitalized on these Klaviyo email flows by visiting our case studies page.

If you and your team members are currently wearing multiple hats I bet there’s no time to properly segment, a/b test, and analyze your email marketing. This means you’re leaving money on the table. Learn more about how you can work with the KAC Marketing team to maximize your revenue from email!