To create a new flow, click on the Flows tab, and then on the Create Flow button.
You will have the ability to name your new flow and organize it into a specific Folder.
Before you create a flow, you may want to review the prebuilt flows available in your account by clicking on the Browse Ideas button. For popular flows such as an Abandoned Cart Reminder or a Welcome Series, using a prebuilt template will save you the effort of scaffolding the flow trigger, filters, and emails -- you just need to customize and preview each email before you start sending.
Setup Your Flow Trigger
After you give your flow a name and click Create Flow, you will be taken into Klaviyo's visual flow builder.
The first step will be to choose your Flow Trigger. A flow's trigger is what sets the automated series in motion. There are four types of flows:
- Metric or Action Triggered
People will qualify to enter a metric-triggered flow when they take a specific action (e.g. Placed Order). To see all possible metrics that can trigger a flow, checkout your account's Metrics tab.
- List Triggered
People will qualify to enter a list-triggered flow when they are added to a specific list.
- Segment Triggered
People will qualify to enter a segment-triggered flow when they are added to a specific dynamic segment.
- Date Property Triggered
People will qualify to enter a date property-triggered if they have a specific date-based profile property set (e.g. Birthday).
For each trigger type, the next step will be to narrow down your trigger -- choosing which specific list, segment, metric, or date property will set your flow in motion.
Add Trigger Filters
When a flow is triggered by someone taking an action, such as Checkout Started, this action often has a lot of details that can be used to further restrict who is qualified to enter the flow.
Perhaps you want to have an Abandoned Cart Reminder flow only for those that leave behind a cart valued over $100. This means not all Checkout Started events should qualify for this flow -- only Checkout Started events where the cart value is over $100 should qualify. This is where a Trigger Filter comes in. A Trigger Filter lets you filter a flow series based on properties about the triggering action itself. Those that don't qualify for a flow based on both the Trigger AND any Trigger Filters will not enter the flow.
Keep in mind you may not want to restrict flow entry completely, but alternatively create parallel paths in your flow for different qualified groups. You can use a Trigger Split within a flow series, instead of a Trigger Filter at the outset of a series, to do this.
Here's what a Trigger Filter would look like to restrict a flow for only those that start a checkout where the cart value is greater than $100:
Add Flow Filters
While a flow only requires a trigger to set it in motion, you may want to tailor your flow to a specific audience. You can do this with Flow Filters.
Flow Filters allow you restrict who enters a flow, and who is qualified to remain in a flow, based on things such as past behavior, profiles properties, and lists membership.
With Flow filters, you can restrict a flow based on all of the same criteria you can use in segmentation. You can choose from the following types of criteria:
- What someone has done (or not done)
Check the number of times someone has taken an action in specific timeframe.
- Properties about someone
Check the current value of any property of field on a person's profile.
- If someone is in or not in a list
Check if a person is currently a member of a list.
- Has not been in this flow
Limit how often someone can be in a flow.
- Random sample
Allows testing a flow idea by only sending it to a fraction of your audience.
Flow Filters restrict who is qualified to enter a flow, but Flow Filters are also applied before every email sends -- those that no longer meet the Flow Filters will be skipped. In this way, Flow Filters define the conditions which will cause someone to drop out of the flow.
This is useful for keeping people in a flow until they take a specific goal action. For example, an Abandoned Cart flow will be triggered of Checkout Started activity and shoppers will remain in the flow until they do move continue on to make the purchase; this is achieved using the Flow filter: "Has Placed Order zero times since starting this flow"
Keep in mind that Flow Filters are evaluated when a person is first added to a flow, and re-evaluated before every email is sent. If someone initially passes all of the Flow Filters, emails for each step are queued. Before each email is sent, however, if the re-evaluated flow filters aren't met, the email is not sent and the recipient is marked as having failed the flow filters.
For metric criteria, there is an additional timeframe option available in flows labeled since starting this flow. This is very useful for creating flows where someone drops out of the flow if they take an action.
Build out Your Flow Series
After you choose your Flow Trigger and are done with the Trigger Setup step, click Done. While you can't change a flow's Trigger after initial setup, you can edit and update Trigger Filters and Flow Filters at any time.
As soon as you complete your Trigger Setup, you will see the lefthand sidebar change to reveal all the components you can add to your flow series. These components serve as "building blocks" for a flow.