Maximizing Repeat Business with a Post-Purchase Returning Flow on Klaviyo

Aim: To walk you through setting up your post-purchase flow for repeat customers through Klaviyo.

Optimal Outcome: To set up a series of automated emails sent to customers after they make subsequent purchases from your store.

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 post-purchase email flow can be an effective way to improve customer retention, increase revenue, and build a strong brand reputation.

When and Where to execute: Shopify store and Klaviyo account

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

What is a post-purchase flow?

A post-purchase flow is a series of automated emails sent to customers after they make a purchase, designed to engage with them and build a relationship. The flow typically includes a thank-you email, a shipping confirmation email, and a follow-up email to ensure customer satisfaction. Other types of emails may also be included, such as cross-sell or upsell emails, customer feedback emails, or referral emails. The purpose of a post-purchase flow is to increase customer engagement and satisfaction, build customer loyalty, and drive additional sales.

Execution

Resources/Tools & Set up

• Connect your Shopify account with Klaviyo

• Enable onsite tracking for your store or website

• Set up your post-purchase email strategy

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

• Set up your post-purchase flow (repeat customer) 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 post-purchase email strategy

Here’s an example of a WINNER post-purchase email flow sequence:

Email #1 - Reminder about the product they viewed with "selling fast" urgency and short copy & 10% OFF

Example:

Email #2 - Designed order confirmation with a product how-to or FAQ

Email #3 - Founder thank you, story

Example:

Email #4 - Tips on how to use the product they just purchased. Or simple myths

Example:

Email #5 - Useful blog posts or information about products.

Email #6 - Once the order is received - ask them with plain text "how is it going?"

Example:

Email #7 - Customer special discount

Example:

Email #8 - Customer special discount expiring

Example:

Email #9 - Ask for UGC

Example:

Email #10 - Purchase survey

Example:

Set up post-purchase flow (repeat customer) on Klaviyo

1. Login to Klaviyo.

2. Navigate to the left menu and click Flows.

3. Select Customer Thank You card, then click Get Started.

4. The next page will show you the post-purchase flow template from Klaviyo. You can customize each of these cards to fit your preferences.

5. In the left menu, you can customize the event that will trigger the post-purchase flow setup. Once this is done, scroll to the bottom then click Done.

6. 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→zero times→since starting this flow

and

Trigger: What someone has done (or not done)

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

7. Next, customize the time delay between the event (completed purchase) and the email being sent, then click Save.

8. 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.

9. 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.

10. 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.

11. Customize the Flow Content.

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

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

14. Click Edit Email then click Change Template.

13. 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

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

15. Preview the template and click Use template.

16. 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.

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

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

19. Lastly, click Review and Turn On.

**

Conclusion

That’s it! By establishing your post-email flow, you can automate the process of sending emails to customers after they have made a repeat purchase.

• By sending targeted and personalized emails to customers after they make a purchase, you can keep them engaged with your brand, and build a stronger relationship with them.

• Sending post-sale emails can help you collect feedback from customers and address any issues or concerns they may have which can lead to higher customer satisfaction and loyalty.

• By providing relevant recommendations and offers to customers based on their purchase history, you can increase the chances of them making additional purchases from your store.

• By providing exceptional post-sale customer service, you can establish a positive reputation for your brand, which can lead to word-of-mouth referrals and increased customer acquisition.

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 (Your order = confirmed, Fwd: Customer special offer, Re: your order...)

• Make sure to set up a dynamic coupon code.