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Klaviyo Winback Flow: Practical Tips and Instructions for Successful Setup

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    Maintaining good connections with your email subscribers requires incorporating fresh strategies into your email marketing plan. What should you do, though, if they lose interest and cease to be active? Thankfully, there are several effective solutions that businesses can easily employ with the help of advanced ESPs like Klaviyo. In this instance, our experts, as one of the best email marketers in the industry, recommend implementing Klaviyo winback flow to rekindle your clientele’s interest.

    Here, we’ll give you practical advice and best practices on how to set up this flow successfully. If your business uses this ESP, keep reading to learn more about this automation, how it affects the effectiveness of your strategy, and how simple it is to set up.  

     

    What is Klaviyo Winback Flow?

    Let’s start by defining a Klaviyo customer winback flow and explaining its necessity. As one of the top ESPs, Klaviyo focuses on utilizing email automation. This automation is one of the several flows the provider offers, and it helps raise KPIs. Re-engaging former customers who haven’t made a purchase from your company in a long time is the aim. Your overall client lifetime value rises as a result.

    Based on the data and statistics that we managed to find through Klaviyo Community, businesses who invest and optimize Klaviyo winback flows can attain considerable results in re-engagement and other key metrics. Here are some of them:

    • Re-engagement

    It’s noteworthy that up to 45% of consumers who open winback emails might go on to interact with your brand’s future correspondence.

    On average, emails delivered through a winback flow have an open rate of about 29%.

    • Click Rates

    Winback email click-through rates can vary; some campaigns record click-through rates of about 4%.

    For the first and second emails in a series, respectively, the proportion of clients who place an order after getting a winback email can vary from 0.9% to 1.4%.

    Setting up a winback flow in Klaviyo is a simple way to help maintain a clean email list, re-engage inactive subscribers, and improve email deliverability and open rates. 

    Benefits of Klaviyo Winback Flow

    Let’s now examine how Klaviyo winback flows affect your email marketing KPIs. Over the years that Flowium has been in business and worked with many companies using Klaviyo, we have seen firsthand how effective this email strategy is at improving a wide range of performance metrics.

    • Better Open Rates

    You can increase the likelihood that inactive subscribers will receive your emails because the winback email campaign typically consists of just three to five emails. According to the method, sending fewer but more focused emails is more effective than bombarding their inboxes with tens of them with irrelevant ones. This could lead to an increase in open rates.

    Because the content will be more relevant to the audience, a more targeted approach that targets disengaged subscribers should increase CTR. 

    • Higher Conversion

    Interaction with a more engaged audience can result in increased click-through rates and conversion rates. When you email someone who wants your products or services, the probability that they will finish the specified action—such as purchasing, registering, downloading, etc.—increases.

    • Renewed Engagement and Focus on Retention

    One helpful technique for maintaining your contacts’ subscriptions is the winback flow email strategy. The excessive volume of emails frequently leads to lesser engagement or unsubscribes. You can more subtly remind clients about your offerings with winback flows. You can maintain a healthy and engaged subscriber list by sending emails to the right people at the right times. 

    • Better Deliverability and List Health

    Regularly removing inactive or disengaged users from your email list will improve its overall health. There will be no reduction in your sender certification score. Because email clients and ESPs know that the subscribers on clean lists will be active recipients of your messages, deliverability rates are greater for clean lists.

    • Guaranteed Return on Investment

    Sending emails to a more interested and engaged audience increases the likelihood that you will get a positive return on your investment in the shape of leads, sales, or other benefits. You pay for the services of numerous email service providers (ESPs), such as Klaviyo and its substitutes, based on the size of your list. By disconnecting inactive contacts, winback automation will help you save money. 

    How to Create Winback Flow Klaviyo

    Once you have dealt with appropriate list segmentation, here is a straightforward method of how to build Klaviyo winback flow. After setting up your winback segment, you must make a flow that will start when a new user is added. Klaviyo’s support staff recommends using a pre-built winback flow from the flows library.

    In general, we prefer to use a four-part sequence for customer winback flows. However, for some brands, a six-step process may be more effective. 

    Step 1. Create a Klaviyo Winback Flow

    Click Flows on the left-hand side of your homepage. Select the Create a Flow option on the right-hand side. There are several templates available but choose Build Your Own in the upper-right corner to start from scratch and completely alter the flow to fit your company’s needs.

    Screenshot of how to create a Klaviyo winback flow.

    Step 2. Set the Trigger

    Start by configuring a trigger. When someone places an order but hasn’t placed any since the flow began, that should be the trigger. This guarantees that the flow targets previous clients who haven’t recently made a purchase.

    Screenshot of how to set the trigger.

    Step 3. Set the Time Delay

    To find out when the flow begins following the last purchase, add a time delay. The nature of your company and the buying habits of your clients have a significant impact on this. You could set it to 90 days, for instance, although this is not always the case. Adapt it to your target audience.

    Screenshot of how to set the time delay.

    Step 4. Update Profile Properties

    Based on a customer’s interaction or lack thereof, update their information using the Profile Property Update capability. This facilitates efficient management of your client database.

    Screnshot of how to update profile properties.

    Step 5. Email 1

    Since consumers haven’t made a purchase from your store in a long time, you want to welcome them back in the initial email. Say hello, give them an update on what’s going on, and let them know about any new items, updates to existing ones, or improvements to your post-purchase procedure. It is a considerate method of reminding dormant subscribers about your deals and merchandise.

    A successful Klaviyo winback campaign can include emotive messaging, particularly if a customer had previously interacted with your business but abruptly ceased doing so. Although sending a “miss-you” message is customary, you might be even more imaginative with the layout and content of your emails. Don’t be scared to use emotive language and imagery to reestablish the relationship between your business and its clients. We also like to offer a little discount in this initial email. To generate enthusiasm, use urgency by mentioning a specific deadline for the discount.

    Skillshare winback email.

    Step 6. Email 2

    One day after sending the first email, send the second one. The deadline from the initial email is almost up, so we recommend adding even more urgency. Remind them that the special discount is only available for the next 24 hours. Make product recommendations based on their past purchases as well. These might be new products, best sellers, or tailored suggestions.

    Laura Mercier's winback email.

    Step 7. Conditional Split

    Create a conditional split according to the customer’s previous order history. Customers who have made more than three purchases, for example, can be segmented. Adapt it to your product’s price point and business model.

    For customers of high value:

    • Provide a more substantial or alluring discount;
    • Express gratitude for their allegiance.

    For lower-value clients:

    • To entice lower-value or inactive customers to make another purchase, provide a reduced discount.
    Screenshot of conditional split.

    Step 8. Email 3

    In most cases, the third email is sent 7 days after the second. For other brands, a 14-day or even a month-long delay yields superior effects. This is another chance to use data from your brand to split test.

    You should give a bigger discount in this email than in the others. If you previously offered a percentage discount, change it to a monetary amount or give a free item to customers who buy something. Once more, provide product recommendations, including new arrivals, greatest sellers, and customized choices.

    Busuu's winback email.

    Step 9. Email 4

    One day following the third email, the fourth one should be sent. Stress the urgency because this is the last push. Bring up the fact that the larger discount will end in just one day. Incorporate social proof, like reviews or testimonials, and product recommendations. After reading the first three emails, people who might still be unsure can be persuaded by social proof. 

    Our Place's winback email.

    Step 10. Final Updates

    If a four-part series is insufficient, consider creating a six-part sequence. For example, you could avoid utilizing discounts in the first two letters, then offer a tiny discount in the third email and gradually increase to greater discounts in the final emails. Alternatively, after the fourth email, you may send another with an even larger discount. Always split-test these versions to see which works best for your business. 

    Update the Profile Property for clients who are still inactive and add another time delay. To avoid wasting resources on inactive recipients, this filters them out of your email list and segments. Because you will be reaching more active clients, this also enhances your email engagement statistics.

    Screenshot of final updates.

    How to Build Klaviyo Winback Flow with AI

    Numerous predictive analytics features are incorporated into Klaviyo AI to provide you with unmatched insight into your audience data. The received data allows you to maximize the effects of Klaviyo winback flow.

    You can see how many orders a customer has placed so far and how many more they are likely to place in the future according to Klaviyo’s predictive analytics. This information can be used to pinpoint consumers who are at risk and support proactive winback tactics meant to persuade them to make another purchase.

    Screenshot of a customer service dashboard showcasing predictive analytics.
    • Create a new segment.

    Use Segments AI to create a new segment according to the chosen criteria (in this case, customer lifetime value)—it can be customers who are unlikely to make another purchase. Create your segment after reviewing the AI-generated prediction and making any necessary adjustments. 

    Screenshot of how to create a new segment.
    • Create a flow that is triggered by the created segment.

    Make a flow from the beginning. Choose the segment you just constructed as the segment that initiates the flow, and select “Added to segment” as the trigger. To eliminate profiles that have placed an order at least once since the flow began, add a profile filter. 

    • Include a time delay that indicates the day and hour of sending.

    After the trigger, drag a time delay. After setting the time delay to one day, choose the hour of the day that the next message should be sent.

    • Incorporate SMS in your winback flow in Klaviyo.

    Include messages in the flow by dragging them in. If you use both channels, you can use a combination of SMS promotions and email. We advise starting with a message that offers social proof or justifications for purchasing. You can include financial incentives in later messages; you don’t have to start with a discount.

    If you wish to incorporate SMS messages, include a conditional split that is dependent on whether the recipient has given their consent. 

    When to Set Up Klaviyo Winback Flow

    Set up your Klaviyo winback flow to send emails after three months of inactivity, as prolonged inactivity (no purchases, visits, or engagement) makes keeping clients active unnecessary. After the expected window for purchases, businesses with shorter sales cycles should act immediately, as dormant subscribers who haven’t clicked or opened emails in months are great targets. Waiting too long decreases the chances of re-engagement.

    Specify your Klaviyo unengaged segment to begin winback automation and follow list hygiene guidelines. Remove profiles that aren’t generating revenue and won’t re-engage to avoid impacting your Klaviyo billing plan. The winback flow is their final chance to engage with your brand before accounts are closed.

    Use criteria like actions, profile features, and marketing permissions to define segments, specifying how long profiles remain in the Klaviyo unengaged sector (72 weeks is ideal).

    Best Practices for Klaviyo Winback from Flowium

    Being a certified Klaviyo agency and seasoned email marketing professionals, we think Klaviyo is the greatest analytics and automation platform for e-commerce email marketing. Thousands of companies that utilize the platform to accomplish their marketing objectives and succeed at it attest to the fact that it is not just our opinion. Years of working with this software and various businesses allowed us to formulate effective methods that can maximize Klaviyo’s automation capabilities. We’ve already shared some of them through the article, but here are some more that we believe are worth noting for building a successful winback flow in Klaviyo.

    Define Objectives of Your Klaviyo Winback Campaigns

    You must first assess your own product and the expected replenishment cycle to determine why. Is your product durable, or does the customer view it as a “one-time purchase”? If it’s not a refill purchase, what might you provide that would entice them to return? If you sell frying pans, for instance, likely, the majority of your clients won’t need a replacement for years, which will reduce their purchase activity. You may still use material to re-engage them, though. Provide customer service, story or recipe-driven material, accessories for lesser purchases, or get feedback on your product.

    Adjust Klaviyo Winback Strategy for Your Business

    It might be best to start your flow with purchase incentives if your client sells more consumable goods, like makeup. Brands frequently have trouble encouraging their initial customers to make more purchases. For that, a Klaviyo customer winback flow might be quite beneficial. A replenishment reminder flow combined with a customer winback flow is effective for some brands. For instance, skincare companies can send out a winback flow after 60 days and a replenishment reminder flow after 30 days.

    After an account has been inactive for 60 to 80 days, some businesses send out a series of two emails. A discount code and product recommendations based on the customer’s past purchases or browsing activity will be included in the first one. This hopefully piques the customer’s attention and gives the email a more personal feel. If nothing was done in response to the first email, the second email in that series would be sent a week later, reminding them of their discount and stating that this would be the last email.

    Focus on Segmentation

    To optimize targeting, segment your audience into categories based on their duration of inactivity or previous purchases. For accurate targeting, we advise utilizing RFM segmentation. We advise against sending identical winback emails to all of your dormant recipients, just as we advise against sending email blasts to your entire list. This is because the most effective way to encourage re-engagement is through individualized incentives. 

    Test Klaviyo Winback Flows

    Testing is the greatest way to determine which approach will be most effective for you or your client. As you refine your flow, you should make use of Klaviyo’s ease of A/B testing. After you have a basic setup, you should consider developing triggers that are dependent on your customers’ habits. Figure out what works best for different segments of your list by sending out different types and numbers of emails with different delays and monitoring campaign performance. Once more, the ideal approach to customize these emails for your clients will be to use A/B testing.

    Opt For Klaviyo Sunset

    Before sending a final sunset email, you should send a winback email. However, sending too many of these can damage your email deliverability and sender reputation. Extended winback efforts put your entire email marketing strategy in danger of being flagged as spam by receivers. Maintaining list hygiene and safeguarding your sender reputation are two benefits of routine email list cleansing.

    Final Thoughts

    Remember that winning back a client is more than simply a revenue boost; it’s an opportunity to build devoted followers for your brand and raise your entire customer lifetime value. Klaviyo winback flow is a useful strategy for reaching out to inactive subscribers and reviving your email marketing initiatives. Implement the tactics we shared, and watch as customers return to your store and make new purchases.  

    By using this automation, you improve deliverability, maintain the health of your email list, and concentrate on interacting with subscribers who are interested in your content. As a Klaviyo expert, Flowium can take care of all your email marketing needs if you’re too busy to do it yourself. Get in touch with us right now to get results as quickly as possible.

     

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