If you're selling products that your customers purchase repeatedly within a certain timeframe, a replenishment flow can nurture customers at different points in their lifecycles. By reviewing your existing purchase data, you can determine the established buying cycles of your customers and products, then set up a replenishment flow to target purchasers with a friendly and well-timed reminder.
Flow Trigger and Filters
For Shopify and BigCommerce integrations, there is a pre-built replenishment flow available in Klaviyo.
However, as long as you have the Placed Order event, you can build this flow from scratch by creating a metric-triggered flow and then using the Placed Order event. If you're creating a flow for a specific product, you can add a trigger filter that will limit this flow to customers who purchase the product.
You'll also want to ensure that customers who make a purchase after entering this flow are removed. The pre-built replenishment flow comes with a flow filter that checks before every email sends to ensure that customers have not purchased a product since entering the flow. Make sure you have this flow filter added. If you're limiting your flow to a specific product, you should also limit this filter to the specific product.
Adjust the timing of your first reminder based on your customers' established buying cycles. For example, if you're selling a supplement that comes with a 30 day supply, you'll most likely want to send a reminder email about 25 days after customers enter the flow.
You can experiment with additional reminder emails, but remember not to badger your customers. A good rule of thumb is to send two reminder emails, and then one follow-up after the projected buying cycle has passed that includes an extra incentive like a discount or a coupon.
You'll want to tailor your content to include product information relevant to the customer's purchase based on your goals. For example, if you're selling a product with a 30 day supply, then you'll want to send content that reminds the customer to purchase this same product again.
You might also want to include suggestions for similar products using a product block. For example, if you're selling coffee beans, a replenishment flow might suggest purchasing a new flavor or a mug.