Klaviyo: Basic Triggers vs. Advanced Triggers

Interested in improving your email, SMS, and/or overall audience engagement?

Klaviyo offers many tools to drive engagement, sales, and audience interaction. You can start with basic triggers to define the set of workflows that (in our opinion) every business should have, or dive even deeper into the extensive advanced automations that are possible with Klaviyo.

 

Basic Triggers:

• Welcome Email
  • If a contact signs up for email marketing from your business, they should get some kind of confirmation or welcome. Add a discount code to encourage purchase, or simply welcome them into your community.
• Abandoned Cart Email
  • Less than five minutes to set this up, and you’ll end up with a beautiful email to encourage customers to finish checking out – and you’ll receive insight into dropoff with the checkout process.
• Post-purchase
  • Request a review or feedback, incite them to buy a new product, and/or add a delay and then offer a discount!
• Winback/Re-engagement
  • Set up a flow, or multiple, designed to re-engage those customers you’re losing. Segment it based on purchase history, time since purchase or website activity, last marketing email opened or clicked, and more!

 

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Quick win:

• Birthday Email
  • Who among us doesn’t love a birthday discount? If you’re recording your customers’ birthday information already, you might as well utilize it! Send out a celebratory email or SMS, and even snag a purchase with a discount code, if you’re so inclined.

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Advanced Triggers:

• Back in Stock
  • It would’ve been a purchase, but it was all sold out! Make sure that when you’re restocked, that purchase happens. Create a simple automation, courtesy of your website developers adding on a piece of code, to let your customers know that they item they were eyeing is back.
• Browse Abandonment
  • Another opportunity to grab those customers that are interested but not yet fully making a purchase. Maybe they’re not quite at the level of abandoning checkout, but they’re still checking out your products, and you can finesse that into a purchase with targeted email marketing.
• Added to cart
  • For those a little farther along the buyer lifecycle than those stuck at browse abandonment, but still not quite at full cart abandonment. Get deeper insight into where exactly your customers are dropping off with this flow, and where you have the opportunity to win them back.
• Product Review/Cross-sell
  • Link your products together and invite your customers to purchase a product that relates to their last purchase. Or encourage them to upgrade, after however much time deemed necessary has passed.
• Switch over your Shopify emails
  • Shopify does have built in templates for Order Confirmation, Returns, Shipping, and more.
    • However, with Klaviyo, you can customize those Shopify emails in Klaviyo, and then add the email code to the template in Shopify in order to add your brand’s personalization to the those generic notifications. Some emails can also be moved over to Klaviyo fully, for more insight on open, click, and other metrics. (Think: Abandoned Cart).
• Other integrations..
  • Even more possibilities open up once you add other integrations to your Klaviyo account. Send emails/SMS based on event registration and attendance, send subscription information, automate shipment notifications, and more… Read on here.

 

Even beyond this, consider breaking out these flows into specific, segmented, targeted options:

• For example, don’t just send one Welcome email – make it a series.
• Branch off your Abandoned cart flow based on the value of the abandoned cart. Add a higher discount code for those who have never purchased before.
• Offer your VIP segments – customers with a high lifetime value, and/or customers who have high email engagement – content that emphasizes their loyalty, more than just a welcome notification for a first-time buyer.
• Target holiday shoppers specifically.
• Keep churn risks to a minimum with offers and personalized marketing efforts – before it is too late.
• Send weather-specific offers based on location.
• Cross-sell to customers who leave impressive reviews.
• Use the metric “Expected Date of Next Purchase” to send product stock reminders to those who Klaviyo deems likely to be interested in purchasing again soon.

 

As you can tell, Klaviyo offers an impressive array of automations available, for those looking to configure their account with a baseline of flows, and those looking to dive deep into the data with differing segmentation and workflow options.

 

Take a look yourself, or set up a meeting with BLKDG, a Klaviyo Partner and Expert, to get started.