Regaining Lost Customers with a Win-Back Flow on Klaviyo

Aim: To provide you with a step-by-step guide in setting up your winback email flow through Klaviyo.

Optimal Outcome: To set up a series of automated emails designed to re-engage customers who have become inactive or dormant.

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 winback email flow can be a powerful tool for you to reconnect with inactive customers, boost sales, and build brand loyalty.

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 winback flow?

A winback flow is a marketing strategy that aims to bring back inactive customers who have previously purchased from a business. The strategy involves sending targeted marketing messages such as personalized offers or promotions, reminders of past purchases, or other incentives to encourage the customer to return and make a purchase. Winback flows are often used by businesses where repeat business is crucial for maintaining a stable revenue stream. The goal of winback flow is to re-engage with customers who have shown an interest in a business’s products and services and turn them into active customers again.

Execution

Resources/Tools & Set up

• Connect your Shopify account with Klaviyo

• Enable onsite tracking for your store or website

• Set up your winback email strategy

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

• Set up your winback email 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 winback email strategy

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

Email #1 - "We miss you, where have you been" type of an email with a discount incentive (bigger discount than usually). Maybe suggest new content that you've released.

Example:

Email #2 - Plain text "Email from the founder" follow-up. Be more personal and make sure email sounds like it's from "The founder"

Example:

Set up winback flow on Klaviyo

1. Login to Klaviyo.

2. Navigate to the left menu and click Flows.

3. Select Customer Winback card, then click Get Started.

4. In the left menu, you can customize the event that will trigger the winback flow setup. Set up the trigger flow as Placed Order. Once this is done, scroll to the bottom then click Done.

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

Trigger: What someone has done (or not done)→Placed Order→zero times→since starting this flow

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

7. 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.

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

9. 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.

10. Customize the Flow Content.

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

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

13. Click Edit Email then click Change Template.

12. 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

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

14. Preview the template and click Use template.

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

16. 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. Finally, click Review and Turn On.

Conclusion

That’s it! By setting up your automated winback email flow, you’ll be able to re-engage customers who have become inactive or dormant.

• You can remind your inactive customers of your brand and encourage them to make a purchase by sending targeted and personalized messages.

• Re-engaging inactive customers can help boost your sales and revenue and potentially win back some lost customers.

• Even if a customer doesn’t make a purchase right away, a well-designed winback email flow can help keep your brand top of mind and increase the chances that they will return in the future.

• A winback email flow is a relatively low-cost marketing strategy compared to other forms of advertising. Since the emails are automated, you don’t need to spend a lot of time or money creating and sending them, making it a cost-effective way to re-engage customers.

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 (We miss you, Fwd: we want to hear from you, [where have you been?] and etc...)