9 min read

What are Klaviyo Flow Filters and How to Use Them

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    The main purpose of using flow filters in Klaviyo is to automate communication and personalize emails for all your subscribers and customers. Flows are an easy way to nurture ongoing relationships with all your clients.

    You can grow your business by automating messages, while at the same time not losing relevance and a personal touch. There are different actions that you can complete with a flow.

    For instance, you can trigger one message or a series of messages based on when:

    • A new customer joins your list
    • A new customer is added to a segment
    • A customer makes a purchase
    • A customer abandons a cart
    • A customer performs a different action.

    What are Flow Filters in Klaviyo?

    Let’s take a look at the importance of using flow filters in Klaviyo.

    Using Klaviyo, you can configure the flow of emails that you want to send to your customers after a certain number of hours or days.

    Those who qualify for the flow will get their emails as and when scheduled. For example, you can create a flow filter for customers based on how frequently they return to place an order.

    • If they place an order in 1 to 2 days, they will receive a “Thank You” email
    • Those who place it within a week will receive an email showing related products
    • Those who place an order in a month’s time will get an email saying that they are being missed.

    On the other hand, those who fail your flow filter will not get an email from your series.

    To know whether your post-purchase email series is effective or not, check and see whether fewer customers are receiving subsequent emails in your flow.

    The purpose of sending the email is to draw customers back so that they place another order.

    The more they return, and the more orders they place, the more are the chances of them failing the flow filter, and they will not receive subsequent emails in your series.

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    Differences between the Klaviyo Flow filter and Trigger Filter

    Triggers and flows are different, but they need to be used together to get your desired result. The main differences between a trigger filter and a flow filter are listed below:

    Used in different instances

    While Klaviyo filters are used to narrow down triggers and actions within flows, a flow filter is used in the following instances:

    • When you want to target a specific group of people
    • When you want to target a specific behavior within that group.

    Flow filters are used to ensure that only specific persons are eligible to receive emails. It may be used whenever users enter the flow, as well as before each email that is sent.

    When a person joins the flow, both trigger and flow filters are applied. If they fulfill the trigger but not the flow filter requirements, they will be unable to enter the flow and will not get any of the scheduled emails.

    Trigger filters concern themselves with an event

    The distinction between a trigger filter and a flow filter is that a trigger filter is only evaluated when an event occurs and only concerns itself about that event.

    So, if someone starts a flow with merely a trigger filter, they will enter the flow. For example, you may specify that customers beginning checkout should have at least an amount of $100 in their basket to trigger the filter.

    It makes no difference what they do after they enter this flow. They just have to satisfy this requirement once. Because a trigger filter only cares about one event, each trigger filter is unique for each statistic.

    Trigger filters and flow filters meet different conditions

    You can provide a trigger filter for abandoned carts based on certain conditions.

    For example, there are several conditions that you might base your trigger filter on.

    • You may differentiate based on the discount coupon they used and how many things were in their basket.
    • Alternatively, you may configure an abandoned cart flow based on the goods in the cart.
    • Find out the precise item in their cart, or if they didn’t have the item in their basket.

    The source name can also be filtered. You can, for example, ascertain whether they arrived by web, email, or social media.

    You can analyze the exact value or a range of values associated with this specific occurrence and the abandoned cart. And again, after your trigger filter mentions only this single event, which only has to be satisfied once for the subscriber to join the flow.

    These circumstances, however, are permanent for the original flow in flow filters. Every flow should have a trigger.

    For example, in a flow filter, you may provide a condition that permits a client to be integrated into the flow, such as whether the customer has not placed any orders since the beginning of this flow or not.

    Therefore, if and when they join this flow, if they have not yet made an order, they will proceed with the flow.

    They will no longer meet this flow filter after they place an order, and they will exit the flow.

    How to Set Up Klaviyo Filters

    There are different types of flow triggers such as

    • List-triggers
    • Segment-triggers
    • Metric-triggers
    • Price-drop triggers
    • Date property-triggers.

    After you create a new flow in Klaviyo, you can set up the trigger filter and the flow filters.

    To set up your trigger, select one of the three triggers mentioned above and narrow it down on each trigger.

    With this, you can allow people to enter a flow based on the selected trigger. For instance, you can create conditions like:

    • All those who fail to meet the trigger and flow filter will be filtered out at once and won’t receive your emails.
    • Those who get past the flow trigger and flow filter can enter the flow and receive messages based on the time period that you have specified.
    • And flow filters can be checked one more time before sending an email or an SMS to ensure that your clients meet the necessary criteria.

    When your SMS or email is ready to send, Klaviyo will automatically apply the flow filter for those who are eligible and will skip those who fail the filter.

    Using Klaviyo flow filters is a great way to automate your campaigns and target the right people at the right time.

    Frequently Asked Questions

    Why do you need to set up flow filters in Klaviyo?

    Flow filters help you to segment your email flows or sequences. With the right flow filters, you can target the right group and reach your target audience. For instance, you can choose to send emails only to women when you advertise a specific perfume. A well-targeted email increases the open rate.

    What is a trigger filter in Klaviyo?

    In Klaviyo, a trigger is an automated emailing reaction that you set up in advance that will be activated only when an event happens. For example, you can set up the trigger “cart abandonment”: when a visitor leaves your website without proceeding to checkout, Klaviyo will get “triggered” and automatically email the visitor “haven’t you forgotten something?”

    Are Klaviyo flow filters and trigger filters only for emails?

    No, you can set up filters and flows for SMS as well. Klaviyo not only covers email marketing, but also SMS marketing.

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