The Basics and Settings of Automated Emails to Maximize 【Klaviyo】 Results

Automated delivery emails are essential for improving e-commerce sales.
This article explains the basic structure of essential flows such as welcome, cart abandonment, and post-purchase follow-ups set up in Klaviyo, focusing on the timing and content that influence sales!

"How many cart abandonment emails should be sent, and how many hours later?" "What is the best trigger for re-engaging dormant customers?"
While answering these questions, we will introduce personalized setup procedures using Klaviyo's "triggers," "filters," and "actions" features.

If you have implemented Klaviyo but are not utilizing it effectively, or if you have questions about what settings are effective, please refer to this article!

Klaviyo is a powerful email and SMS marketing automation platform primarily focused on e-commerce businesses.
It is not just a newsletter distribution tool; it can automatically optimize the messaging based on real-time customer behavior data (purchase history, site browsing, cart abandonment, etc.) to determine "who," "when," and "what content" to send.

For initial setup of Klaviyo, we have introduced it in the article below, so if you want to know more, please check it out!

Three often overlooked settings to be careful about in Klaviyo's initial setup and flow【Email Marketing】

The following automation emails are essential settings for measures to increase sales on e-commerce sites.

1. Welcome Series
2. Abandoned Cart
3. Order Confirmation
4. Browse Abandonment

From here, we will explain the effective settings for each automation.

This flow setting is triggered when someone registers for the email list for the first time.
The goal is to build a relationship of trust while interest in the brand is high and to encourage the first purchase.

Effective Timing:
Send the first email immediately to within a few minutes, then send the second email 2 to 3 days later.

Effective Content:
Display recommended products and provide links to product detail pages for those who may not be familiar with the products offered.

This flow is triggered when a customer adds items to their cart but leaves without completing the purchase.
The goal is to remind them of the items they left behind and encourage them to complete the purchase.
This flow is the most directly linked to e-commerce sales!

Effective Timing:
Send the first email 3 hours after abandonment, followed by a second email 2 to 3 days later.

Effective Content:
In addition to placing a direct link back to the cart, displaying product reviews or providing a pathway to the product review page will also encourage purchases.

This flow setting is triggered when a customer purchases a product.
It aims to enhance the brand experience by notifying that the order has been successfully completed and leading to the next purchase.

Effective timing:
Send the first message immediately, and the second message 3 to 7 days later.

Effective content:
The first message includes other recommended products and usage instructions, while the second message requests a review at a time when the product is likely to be used.

This flow setting is triggered when a customer views specific product pages or category pages but leaves the site without adding items to their cart.
The purpose is to remind customers of the products they showed interest in while their purchasing intent is still present and to encourage them to revisit the site.

Effective timing:
The first message should be sent early, two hours later, and the second message, aimed at reminding, should be sent two days later.

Effective content:
Displaying recommended products and including content that attracts interest, such as NEWS.

While I have described the timing for sending emails, the time of sending is also an important setting that affects the open rate.

For example, when targeting businesses, there tends to be a higher open rate when emails are sent on weekday mornings.

In fact, we schedule our newsletters to be sent at 9:30 AM on weekdays.

Additionally, for BtoC product sales, sending emails in the afternoon on weekdays or during holidays tends to increase the open rate.

Based on the above, it is necessary to adjust the sending times according to the target audience.

An important aspect of flow settings is the three elements of 'who (segment)', 'what (content)', and 'when (timing)' to send.

• 'Abandoned Cart Emails' to bring back customers with high purchase intent.

• 'Welcome Emails' to build initial relationships.

• 'Review Requests (Second Thank You Emails)' to encourage repeat purchases while satisfaction is high.

These flows can be easily set up using Klaviyo.

The timing of the flows mentioned in this article serves as some indicators, but when you actually set them up, it is also important to find the optimal settings for your store by conducting A/B tests.

I hope you can optimize your Klaviyo flows while referring to this and aim for maximizing stable revenue!