Building Customer Loyalty by Setting a Loyalty Flow on Klaviyo

Aim: To set up a step-by-step guide in setting up your customer loyalty flow on Klaviyo

Optimal Outcome: You will have automated emails sent to customers for every stage of their interaction with your brand.

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: A well-designed loyalty flow is an important aspect of building a successful customer loyalty program and retaining valuable customers over the long term.

When and Where to execute: A customer loyalty flow can be set up in Klaviyo

Specific examples on when to set up your customer loyalty flow:

• After a customer makes a purchase

• On a customer’s birthday or anniversary

• When a customer reaches a certain loyalty level (if you’re offering a tiered loyalty program)

• When a customer has been inactive for a period of time

Who Should Be Doing This: Marketing staff, person responsible for setting up automation

What is a customer loyalty flow

A loyalty flow is the series of steps that a customer goes through to become and remain loyal to a brand or business. It includes touch points such as making a purchase, receiving rewards, and engaging with marketing campaigns, and is designed to encourage customer retention and advocacy. Businesses can increase customer satisfaction and loyalty by creating a positive and engaging customer experience throughout the loyalty flow, which often includes incentives such as exclusive offers, personalized experiences, and rewards programs.

Execution

Resources/Tools & Set up

• Connect your Shopify account with Klaviyo

• Enable onsite tracking for your store or website

• Set up your email templates

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

• Set up your customer loyalty flow

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 email templates

Phase: Welcome new customer

Email #1 - Welcome message + Brand story & Promise

Example:

Email #2 - Plain text “welcome from the founder”. Personal story

Example:

Phase: Existing customer

Email #3 - Loyalty rewards + special offer

Example:

Example:

Email #4 - Review request + discount offer

Example:

Email #4 - Milestones celebration email

Example:

Phase: Re-engagement for inactive customers

Email #5 - Winback email after a certain period of inactivity

Example:

Set up your customer loyalty flow

1. Login to Klaviyo.

2. Navigate to the left menu and click Flows.

3. Click Browse Ideas.

4. Under Browse other goals, select Build customer loyalty.

5. Select First purchase thank you & bounce back…

6. From the pop-up dialog box, click Create Flow.

7. The next page will show the full flow post purchase flow.

8. In the left menu, make sure the Flow Trigger is Placed Order. Once this is done, scroll to the bottom then click Done.

9. Insert Conditional Split every after email card and set up flow exclusions as follows:

Trigger: What someone has done (or not done)

Flow filter: Placed order→equals 1 times→since starting this flow

and

Trigger: What someone has done (or not done)

Flow filter: Refunded order→zero times→since starting this flow

10. Set up a sub-flow for repeat customers. To do this, add another Conditional Split box and configure the following filter.

Trigger: What someone has done (or not done)

Flow filter: Placed order→equals 2 times→since starting this flow

11. Next, customize the time delay between the emails being sent, then click Save.

12. 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.

13. Click the first email card, then navigate to the left menu and click Edit. This will be the email that will be sent to first time customers.

14. 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.

15. Click Edit Email then click Change Template.

16. 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

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

18. Preview the template and click Use template.

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

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.

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

22. Lastly, click Review and Turn On.

Conclusion

Execution Best Practices:

• 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 (Welcome to the family, Fwd: Here's a $10 voucher, Re: It’s been awhile...)

• Make sure to set up a dynamic coupon code.