How to create a price drop flow

You will learn

Learn how price drop flows work and how to set them up in Klaviyo. Note that a price drop flow will not send to anyone who has already purchased the item, regardless of whether they bought it at full price or when it was discounted. Price drop flows work for either a catalog from an ecommerce integration or a custom catalog.

Price drop flows let customers know when products they’ve looked at lower in price. This can mean an easy sale for you, as customers love a deal — especially on items they actually want. These flows are also a valuable tool for marketers, as the messages typically receive high engagement and conversion rates. 

How to trigger a price drop flow

1. Navigate to Flows > Create Flow > Build your own.
2. Name your flow and add tags.
3. Click Create Flow to continue.
4. In the flow builder, select Price drop from either the Recommended or All triggers tab.
   
5. Choose when a price drop flow will trigger; i.e., at what amount or percentage a product's price needs to drop.
   • You can adjust it at any point, but it will only apply to events triggered after you change it.
     
6. Choose who you want this flow to send to, people who:
   • Started checkout with that product in their cart — this will include the fewest people, but they will be more likely to convert
   • Viewed the product — this will include a greater number of people in the flow, but they will be less likely to make a purchase
   • Both — this option will pull in both groups
7. Note that Klaviyo does not pull in anyone who either purchased the product after the flow’s triggering event or viewed/started checkout when the item was at a lower price.
   • These conditions are checked both at the trigger and before any messages send out to ensure that you’re not sending to those who have already purchased or only seen the lower price. 
8. (Optional) Change the time period for when you want someone to have viewed or started checkout with the item.
   • The default is the past 30 days
     
9. Add in a message immediately after the trigger.
   1. A time delay is not recommended, as you want to inform customers as soon as the price changes
10. Add in any splits, time delays, and follow-up messages.
11. Click the Manage Flow dropdown when you're ready for the flow to start sending.
12. Select Update All Action Statuses.
13. Choose Live from the dropdown.
14. Click Update Statuses.
15. Click Save & Exit.

Price drop flow examples

Depending on how you want your price drop flow to work, you can set it up in various ways. Let’s start with a basic example that sends two messages: one right away and a reminder for those who haven’t made a purchase. For this flow, it will look like the following.

You can easily replace the emails with SMS messages. However, Klaviyo will only send a text to those who have explicitly opted into SMS and skip profiles without SMS consent. 

Using both SMS and email 

For a multichannel price drop flow, add a conditional split directly after the trigger to send those subscribed to SMS down one path and everyone else down the other. 

Send to non-customers first

One of the largest dropoffs in the marketing funnel is when you try to convert someone into a customer. Price drop flows are a great tool for converting a website browser into a buyer. In Klaviyo, you can set this up by placing a conditional split directly after the trigger to send returning customers down a different path. Then, add a time delay before the message to returning customers. 

The example below shows what this looks like for a price drop flow with both SMS and email messages. 

Set different rules based on product

To set different rules based on a product’s price or category, you need to set up multiple price drop flows and then use filters to target specific items. 

Say you want to change the message based on the item’s initial price and how much the price dropped. Perhaps on most items, you want to send a message whenever the price drops by at least 10%; however, say you have products that are under $20, you may instead want to send messages if you have a couple items under $20, and for those products, you want to send a message when the price drops by $2.00 or more. In this case, create two price drop flows and add trigger filters to target the products you want.

Price drop report

It’s important to monitor the performance of your price drop flow over time. To access this report, look at the flow’s trigger and then click Activity > View Price Drop Activity Report. You can export this report as a CSV. 

The report will show the following in order of most to least recent: 

• SKU
• Product title
• Original price
• Reduced price
• Price drop timestamp
• Sent

Additional resources

• In this course, see how you can automate the customer journey with flows
• Learn how to create other flows on the Help Center:
  • Upsell or cross-sell flows
  • Date property-triggered flows