Boosting Repeat Business with a Replenishment Flow on Klaviyo

Aim: To walk you through setting up your replenishment email flow using Klaviyo.

Optimal Outcome:

What do you need to start:

• Your Shopify store or website should be linked to your Klaviyo account.

• Klaviyo account

Why is this SOP Important: Setting up a replenishment email flow can be an effective way for you to increase customer loyalty, improve the customer’s experience, boost revenue and gain valuable insights into customer behavior.

When and Where to execute: Shopify store and Klaviyo account. The timing of when replenishment flow can be triggered will depend on the estimated time that the customer will ran out of product and the duration of ordering and shipping processes.

Who Should Be Doing This: Marketing staff, people responsible for managing automation

What is a replenishment flow?

A replenishment flow is an automated email campaign that reminds customers to repurchase products they have bought in the past when they are running low or have run out. This type of email campaign can be set up by tracking customer purchases and sending reminders to customers when it's time to repurchase. Replenishment email flows can help businesses increase customer retention, improve the customer experience, and drive repeat sales by automating the process of reminding customers to reorder products they use regularly. The frequency and timing of the emails can be based on the product's typical usage and the customer's buying habits.

Execution

Resources/Tools & Set up

• Connect your Shopify account with Klaviyo

• Enable onsite tracking for your store or website

• Set up your replenishment email strategy

• Set up dynamic coupon code (Follow this guide, SOP 251: Setting Up Dynamic Discount Codes.)

• Set up your replenishment email flow on Klaviyo

Connect your Shopify account with Klaviyo

1. Login to your Shopify account.

2. Select Marketing from the left menu.

3. Select View more marketing apps in the Marketing apps section.

4. Search Klaviyo from the search bar at the top-left section of the page.

5. Click on Add app.

6. Create or log in to your Klaviyo account, then click on Continue with Integration.

7. Review permissions required.

8. Click the Install button at the upper-right corner of the page.

9. Add your business info then click Continue.

10. Fill out the Sender Name and Sender Email Address. This information will appear on your subscriber’s inbox.

11. Choose your top business goal.

12. Choose how you want to reach your audience.

13. You will then be prompted to confirm your email. Log in to your email and click the link to confirm your account.

Enable onsite tracking from your store or website.

Note: Based on your Customer Privacy settings in Shopify, Klaviyo may not track onsite events (including Active on Site and Viewed Product) for visitors to your Shopify store in the EU, EEA, UK and Switzerland, unless they have provided consent.

1. Navigate to the left menu and click your brand name, then click Integrations.

2. Choose Shopify then click View Settings.

3. Check the box next to Sync your Shopify email subscribers to Klaviyo, then select the list that you want to sync.

4. Sync all profile data from Klaviyo to Shopify then make sure Email Subscription is also selected.

5. Click Connect to Shopify. Klaviyo now has access to Shopify events such as check out started, placed order, fulfilled order etc.

Set up your replenishment email strategy

Here’s an example of a WINNER replenishment email flow sequence:

Email #1 - Remind the customer to buy again (subject line ideas: Time to stock up?, Running low on [product name]?, It’s time to buy [product name] again…)

Example:

Email #2 - Use replenishment emails for cross-selling

Example:

Email #3 - Create a feeling of urgency

Example:

Email #4 - Offer automatic product replenishments

Example:

Set up replenishment flow on Klaviyo

1. Login to Klaviyo.

2. Navigate to the left menu and click Flows.

3. If you don’t see the Replenishment Flow from the main flow page, click Browse Ideas.

4. Type replenishment on the search bar and choose Replenishment reminder card.

5. In the pop up dialog box, click Create Flow.

6. In the left menu, you can customize the event that will trigger the replenishment flow setup.

7. Customize the trigger settings. Once this is done, scroll to the bottom then click Done.

8. Insert Conditional Split every after email card and set up flow following this format:

Trigger: What someone has done (or not done)

Flow filter: Placed Order→zero times→since starting this flow

Trigger: What someone has done (or not done)

Flow filter: Checkout started→zero times→since starting this flow

9. Next, customize the time delay between your customers’ last purchase and the email being sent, then click Save.

10. Set up A/B testing for sending schedules. To do this, follow this detailed guide, SOP 243: A Guide to A/B Testing Email Schedules.

11. Click the email card, then navigate to the left menu and click Edit.

12. It’s a good practice to run A/B testing on the subject line for every email inside the flow. To do this, follow this detailed guide SOP 244: A Guide to A/B Testing Subject Lines.

13. Customize the Flow Content.

14. Name - provide a name for this specific email.

15. Subject Line - create an attention-grabbing subject line. You can use the Subject Line Assistant for help.

16. Click Edit Email then click Change Template.

15. You have several options to edit the email contents.

Text Only - If you just want to send a simple text-only email.

HTML - if you have complete control over the email design and configuration, you can use code to set up your email.

Drag and Drop - you can take advantage of email templates with pre-set design

16. You can choose from the pre-designed email templates.

17. Preview the template and click Use template.

18. In the left menu, you’ll see options for customizing the elements of your email contents.

19. You can add your dynamic coupon code to your email content. Follow this guide to learn how to create and embed your code SOP 251: Setting Up Dynamic Discount Codes.

20. Make sure to preview the email on both desktop and mobile. Once done, click Save and Exit.

20. Review and proofread your email content. Once you’re good with the contents, scroll down and click Done.

21. At the upper right corner, click Update Action Statuses.

22. Select Live from the drop down.

23. Click Update Statuses.

Conclusion

That’s it! By setting up your replenishment email flow, you’ll be able to remind your customers automatically once they’re about to run out of your product and encourage them to repurchase.

• Setting up your replenishment email flow allows you to increase customer retention and loyalty. Customers who receive timely reminders are more likely to continue buying from the same company instead of looking for alternatives.

• Replenishment emails can be a convenient way for customers to repurchase products they regularly use without having to remember when to order.

• By tracking which products are frequently repurchased, you can gain valuable insights into your customer behavior and preferences. This information can be used to improve product offerings, develop targeted marketing campaigns, and optimize inventory management.

Execution Best Practices:

• Set up correct links on your email content that land on the product page, best-seller page, or collection page (not the home page).

• Run all tests for a month or until you can gather sufficient data to analyze your results.

• Use subject lines that get your emails opened (Time to stock up?, Running low on [product name]?, It’s time to buy [product name] again…)