Getting Started with Klaviyo: Session 5 - Creating Automated Flows & Campaigns

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Overview

This recording the fifth in our five-part Getting Started training series. You can check out all the details and sign up for a live session by visiting the webinar series landing page.

This session covers Klaviyo's Campaigns and Flows:

  • How to create an Abandoned Cart flow
  • How to send a campaign

Video

Resources

Use the following resources to learn more about the concepts covered in this webinar.

FAQ

Below are some questions customers typically ask about this topic.

  • Can you please repeat that part about how the A/B test can start sending to the winning option?

    When you run an AB test in Klaviyo for a campaign, you select a portion of your send list to test with, and the remaining portion will be sent the winner of the test. This means you can test, and execute on your results, all within Klaviyo.

    How to A/B test the from field?

    You can A/B test from address, email content, and even send times. Check out our guide to A/B testing for all the details.

    Do you recommend moving transactional emails to Klaviyo from like Shopify or Shipstation as is currently set up for us?

    If you have transaction emails already set up elsewhere and don't want to move them over, you don't need to. If you'd like to move those emails to Klaviyo, follow this guide on Using Flows to Send Transactional Emails.

    I’ve been told I can obtain more information later from subscribers, how can this be done?

    The best way to do this is to target a particular segment or list with a signup form that has additional fields (i.e. birthday or gender). You can also send a campaign to a particular list to gather that information as well. 

    Which flows should have Smart Sending turned on as a general rule of thumb?

    We always recommend leaving smart sending enabled unless you have a specific reason not to. The first email of a welcome series is a great example of an email that you always want to send. If you flow email is necessary for a customer to receive, or there is a high expectation to receive an email, then disable smart sending for that email.

    Is there anything I need to remember if I start adding emails to a flow that’s already active?

    When adding new emails to an active flow, utilize the manual flow status. Customers that enter a flow and reach an email that is set to Manual will not be sent the email. Instead, they will queue, waiting to receive the message until you manually approve it. Keeping messages in manual allows you to test out new messages and verify they are working correctly before setting them live.

     

    Can you send a coupon email if the contact in the flow is a First Time purchaser versus returning?

    Yes. You can create a conditional split that checks if a customer has placed at least 1 order. If they have, send them down the YES path and don’t include a coupon. If they haven’t, send them down the NO path and include your discount.

    With a subscription-based business - can you setup welcome flow so that it only goes to customers once upon their first purchase and they never get the email series again no matter how many purchases?

    Yes. You can add a flow filter to check if someone has already been in a flow, and If they have, filter them from ever re-entering.

    Can you select specific emails to receive and not receive in an email that's set up on manual?

    When a flow email is set to manual, you have to manually send the email to every customer that queues up for the message. Even after turning the flow live, no customer that queued for the email while it was set to manual will receive an email without your authorization.

    Is there a way to upload your image and design it out so it applies to ALL flows? or is that something you do manually on each flow?

    We currently do not support bulk editing or bulk applying styles to multiple email templates. What you can do is save specific templates, or even specific blocks within a template, and then add those saved templates/blocks to other flows or flow messages

    When creating conditional splits, how do you create a copy of the abandon cart email from the original flow?

    From the flow canvas you can click the kabab menu (also known as the triple dot menu) and select Copy email. This creates a copy of the email that you can then drag to a new branch or location in your flow.

    What data is available in flow emails? Does Klaviyo pull in the regular price or sales price? Are the products show up in an abandoned cart email purely based on the products a customer abandoned?

    The data available in a flow email is specific to the customer receiving the email. If the flow is triggered by an event (for example an Abandoned Cart flow is triggered by the Checkout Started event), then the data from that specific event is available inside the flow. Let’s say an example customer, Nicola, adds 2 shirts to her cart but then abandons her checkout. In flow messages sent to Nicola you can include any information you have store about her (first name, last name, etc.), and any information included in the Checkout Started event that triggered the flow (product names, pictures, price, links to the product page, etc.).

    Are you able to have multiple starting points for a specific flow? For example, within the Welcome Series, I want email #1 to be different, based off of where the customer signed up (pop up, footer sign up, contact us, giveaway page, etc.)

    To achieve that, you would create conditional splits at the beginning of the flow. Conditional splits allow you to further personalize your email messaging within the same flow.

    Is it best practice to send out the welcome series if they also purchased an item at the same time? Basically the signed up and purchased at the same time?

    If a customer subscribes to your newsletter, you'll want to give them the confirmation to let them know they're signed up. That being said, you don't want to overwhelm your new customer with a ton of emails right out of the gate. As a solution, in your post-purchase flow communication, you can create a split dependent on whether or not someone is in your newsletter list and change the messaging around in your email to reflect that they are in fact signed up for your newsletter.

    What are your thoughts on adding other links in the email that goes to other areas that are NOT the cart? (homepage, shop now, social links, etc)

    Because you want your customer to go back to your site and finish up their purchase, you shouldn't include links that will take them elsewhere. It's best to keep it simple with one call to action button that will direct them back to their cart. 

    Is there a way to turn all of the flow emails live at once?

    No, there is not.

    Can you insert a dynamic countdown into your campaign email as shown on the pre-order email?

    We’ve got a guide that covers this specific process. You can also check out our webinar on Designing to Your Mission if you want a deeper dive into the email template editor and some design best practices.

    What are the benefits of using the coupon function in Klaviyo vs attaching a coupon code to the url? What if you want to use unique coupon codes as opposed to a single static code?

    When you use Klaviyo’s coupon features you benefit from managing all of your coupon information in the same place that you’re managing your email communications. Our guide to Using Coupons in Klaviyo covers everything you need to know. As well, we got some guides that provide specific information on using coupons for your integration.

    How can I create a new flow with the specific intent to a/b test it with another flow that's already been running for a while?

    There are multiple ways you can run an A/B test within a flow. First you can add message variations if you want to test differences in an individual message. Second, you can create a conditional or trigger split to test out two different paths in a flow. With a conditional split, you can also set the split to randomly sample everyone moving down the path. This way you can create two almost identical branches and split the traffic 50/50 to determine which branch performs better.

    Is there a reason why a flow doesn’t automatically optimize for the winner of an A/B test like a campaign does?

    Flows are constantly running so you don’t have the same idea of a testing period that you do with campaigns. Because you sending a campaign to an entire list at the same time, the testing windows allows you to perform the A/B test against a percentage of your list, then automatically execute on your test results by sending to the remainder of you send list. To run a test with flows you can decide on a time period, and manually evaluate your results at the end of that period and take action. Read all the details in our guide to AB testing with flows.

    I want to manage multiple clients in Klaviyo and have heard it's possible to copy flows from one account to another. How does this work? If I copy live flows from one account to another, will they be live or inactive in the account I paste them in?

    Klaviyo supports multi-account access as well as copying flows between accounts.

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