When setting up a flow, you may want to offer different levels of discounts to different types of customers. This can help you avoid offering discounts unnecessarily and tailor the language in your emails based on what you already know about your contacts. For example, you may want to incentivize site visitors to sign up for your newsletter list by offering a discount on their first purchase. You may want to offer 15% off to visitors who are new to your site and have never purchased before, 10% off to visitors who have previously browsed your site but never bought, and no discount to those who have bought from you in the past. Other use cases include:
- Targeting shoppers with high-value items in their cart with larger discounts than low-value shoppers (inspired by this Twitter post from Klaviyo customer, Joshua Behr). Learn how to create and target a segment of recent cart abandoners.
- Targeting VIP customers with a different welcome offer and messaging than your other customers.
This is something you can accomplish using a combination of segments, signup forms, coupons, and flows.
Create Segments of Audiences You Would Like to Target
Using the Segment Builder, identify the audiences you would like to target with offers on your signup forms. In our example, we're going to isolate four groups:
- Visitors who have been to our site fewer than three times and never purchased (20% off)
- Visitors who have visited our site three or more times and never purchased (15% off)
- Visitors who purchased more than 180 days ago and haven't bought since (10% off)
- Visitors who have purchased in the last 180 days (no discount)
Browsed Fewer Than 3 Times and Never Purchased
You can build this segment by identifying people who have been active on your website fewer than three times over all time. Alternatively, you can restrict this to a specific timeframe, like 90 days, to narrow down your audience.
Browsers who are not cookied will not fall into this segment since no email address will be available. To target this group, follow the steps outlined below.
Next, you'll want to add a condition specifying that they haven't ever placed an order.
Browsed 3 or More Times and Never Purchased
Here, you'll want to isolate people who have been active on your website at least three times over all time. You may also want to include browsers who have viewed at least three products over all time. Again, you can also restrict this to a smaller time period, like 90 days, if you would like.
Next, add a condition specifying that they've never placed an order before. For this condition, be sure to extend the timeframe to all time.
Purchased More Than 180 Days Ago and Haven't Bought Since
In this segment, we want to identify people who have purchased before, but not in the last 180 days. This is a good group to offer a discount that reflects the messaging you have in your winback series.
Purchased in the Last 180 Days
Lastly, we want to target people who have bought in the last 180 days to encourage them to sign up for our newsletter list, however, we're not going to offer them a discount since they have bought somewhat recently.
Build Segment-Targeted Signup Forms
Once you've built the segments you would like to target, the next step is to create a separate form to target each group. Use the Signup Form Builder to design the forms that you would like to display prompting site visitors to subscribe to your newsletter list. You will likely want to choose a popup or flyout so that you can capture shoppers' attention. Once you've built the first form, you can clone it several times and change the discount amounts and segments it's connected to.
In the Behaviors tab, you will want to configure a couple of key settings:
- Under Targeting, you will want to show the form only to those in one of the four corresponding segments you just built.
- Under Targeting, you will also want to exclude those who are already on your list from seeing the form. Since we didn't include a condition that someone is not on our newsletter list in the segments we built, this setting is particularly important.
Depending on whether or not you have double opt-in enabled (by default, double opt-in is enabled for all lists), be sure to update the language on your Success Message. If you are choosing to use static coupons rather than dynamic, you can also include the coupon code directly on the Success Message. You will likely only want to do this if your list is single opt-in to prevent people from signing up to receive the discount but not confirming their email address. If your list is set to double opt-in and a subscriber does not confirm their email, they will not be added to the list or trigger the welcome series.
Repeat this process for each of the segments you created in the previous step so that every segment has a corresponding form.
To ensure that you display a form to browsers who are not cookied (and hence don't fall into any of your segments,) clone your 20% off form and configure it to display only to browsers who are not tracked. You can do this by navigating to the Behaviors tab and, under Targeting, selecting Don't show to existing Klaviyo profiles.
Include Discounts in Your Welcome Series
Next, you'll want to update your welcome series. If you're using Shopify or Magento 1, you can use dynamic coupons through your integration. Otherwise, you can instead leverage the uploaded coupons feature to offer unique codes to your subscribers.
Since we're offering different discounts for each tier, we'll need to create three separate coupon codes, each with different percentages off. Follow the instructions outlining in the relevant guides above to create these unique coupon codes.
Next, in order to send different emails to different types of subscribers, we'll need to drag several conditional splits into our flow. These conditional splits will match the conditions that we used to build the segments outlined in the first step.
Depending on how you would like contacts to move through the flow after they receive the first email, you may want to rejoin the splits to streamline the experience. From here, you can follow our other welcome series best practices.
Want to learn more? Check out the additional resources below: