Best Practices for Expected Date of Next Order

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Overview

Expected date of next order gives you the ability to predict when your customers will complete their next order. In this article, we’re going to walk you through how to use the feature and some best practice tips for better targeting your customers based on their behavior.

 

 

Please note that Klaviyo's predictive analytics calculations are only available in your account if you meet the following conditions:

  • At least 500 customers have placed an order. This does not refer to Active Profiles, but rather the number of people who have actually made a purchase with your business. If the predictive analytics section appears on a profile but is blank, this means Klaviyo does not have enough data on that individual to make a prediction.
  • You have an ecommerce integration (e.g. Shopify, BigCommerce, Magento) or use our API to send placed orders.
  • You have at least 180 days of order history and have had orders within the last 30 days.
  • You have at least some customers who have placed 3 or more orders. 

Expected Date of Next Order

Expected date of next order uses a customer’s past purchases to predict when their next purchase will occur. If the customer doesn’t exhibit signs of buying according to a regular cadence and purchases more sporadically or they have only made one purchase from you, Klaviyo will make a reasonable prediction based on the purchase cadence from other customers. Let’s dive into some best practices for using the expected date of next order.

Signup Form Targeting Those Expected to Buy Soon

You can use expected date of next order to create a popup to target customers who are expected to order in the next two weeks, or whatever timeline makes the most sense for your business. By giving an exclusive offer to this group, you can prompt them to purchase soon.

Because segments in Klaviyo shrink and grow as customers qualify to enter or no longer meet the segment's conditions, you can use expected order value to create a segment with people who are predicted to purchase again from you soon and know that you won’t need to manually update the group. As people’s expected order date comes and goes, they will enter and then leave the segment that triggers the popup.

We’re going to start by making a segment of our customers with an expected date of next order in the coming two weeks.

To create the segment go to List & Segments > Create List / Segment > Segment. After you’ve given your segment a name, under the dropdown select Properties About Someone > Expected Date of Next Order.

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After you create the segment, head to the signup forms tab. You’ll want to first make sure that you have signup forms enabled on your site. You can check that it’s installed properly by going to Install Code Snippet. If the green success banner appears, you know you’re good to go.

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Otherwise, you’ll need to install the code on your site. To do that, you can head to this article on installing Klaviyo Signup Forms for a step by step instructions. If you’re making your signup form from scratch, click Create Signup Form and add your promotion and branding as you see fit.

Once you’re finished, you’ll want to target only the segment that you made above. To do that, click on Behaviors, scroll down to the Targeting section, and select Target visitors in a list or segment > Show to visitors in certain lists and segments. Then, select your segment from the dropdown.

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Second, if you’re using a button, you’ll want to make sure that the button is performing your desired action when a customer clicks on it. To alter this, click on the button block and navigate to the Button Click Action section and change the settings as you see fit.

In the example above, I'm providing a coupon to drive my customers who are already primed to purchase on to my site. So I set my button to take my customers directly to my store's catalog.

Using Expected Date of Next Order to Target Lapsed Purchasers

Next, we’re going to create a segment based on people who have expected order dates that have passed over a year ago. These people were expected to purchase a year ago but haven’t for one reason or another. First, we are going to create a segment of these people who have an expected order date of more than a year ago. With this group, you can use Facebook and create a custom audience to try to target them on social media and re-engage with your brand. You can find instructions on how to Sync a Segment to a Facebook Custom Audience here.

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Second, we are going to create a segment of people who have both an expected order date of more than a year ago AND still are engaged with our brand.

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With these customers, we’re going to target them with a special campaign that prompts them to come back and shop with us. It’s important that we aren’t sending to people who aren’t engaged with our brand because that could impact our deliverability.

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After utilizing these lists, it may be smart to suppress these contacts or clean your lists. Use our help article for step-by-step instructions on how to Clean Your List.

Using Expected Date of Next Order in Flows

Repeat Purchase Nurture Series

Klaviyo makes it easy to use Expected Date of Next Order in your flows. All you need to do is add your branding to the built-in Repeat Purchase Nurture Series flow from the flow library. This flow can be used to incentivize customers to purchase, by targeting them around the time they are most likely to be ready to buy again. You can also offer an extra incentive, like a discount, if a customer's expected date of next order comes and goes without them engaging with your site.

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Modifying Abandoned Cart Flow

You can also use expected date of next order to modify an Abandoned Cart flow. After setting up your basic Abandoned Cart reminder series (instructions can be found here), add in a conditional split where you want your message to become more targeted. This first conditional split should be based on someone purchasing from you before. If someone has never purchased from you before, you’ll want to make sure they don’t continue on the expected date of next order section in this flow because they will not have an expected date of next order property. After that, you’ll want to add in another conditional split based on someone’s expected date of next order. If their expected date of next order is not in the next two weeks, they seem to be shopping off of their usual cadence. Hit them with a coupon or free shipping to help tip the chances of conversion.

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