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12px;width:75%}}.universalMenuItem-module--iconAndLabelConatiner--a4aff{align-items:center;display:flex;flex-direction:row;gap:4px}.universalMenuItem-module--button--cbebd{border-width:1px;font-size:12px;font-weight:400;line-height:10px;margin-left:12px;margin-top:16px;padding:10px 14px}@media screen and (min-width:1024px){.universalMenuItem-module--button--cbebd{margin-left:0;margin-right:18px;margin-top:0}}.universalMenuItem-module--isBanner--1968c .universalMenuItem-module--description--057a9{margin-left:18px}.scrollDepthIndicator-module--scrollDepthIndicator--c5c60{background-color:var(--color-scroll-depth-indicator,var(--color-core-poppy));height:.4rem;left:0;position:absolute;top:0;transition:width .15s linear;width:var(--layout-scroll-depth-indicator-width,0);z-index:-1}@media screen and (min-width:1024px){.scrollDepthIndicator-module--scrollDepthIndicator--c5c60{bottom:0;top:unset}}.skipButton-module--skipButton--4b8d1{background:var(--color-core-white);left:50%;opacity:0;pointer-events:none;position:absolute;text-align:center;transform:translate(-50%,-45px);z-index:12}@media screen and (min-width:576px){.skipButton-module--skipButton--4b8d1{background:var(--color-core-charcoal);color:var(--color-core-white);left:.5rem;transform:translateY(-35px)}}.skipButton-module--skipButton--4b8d1:focus{opacity:1;pointer-events:auto;transform:translate(-50%,.6rem)}@media screen and (min-width:576px){.skipButton-module--skipButton--4b8d1:focus{transform:translateY(.6rem)}}.alertBar-module--alertBar--097a8{background:var(--image-alert-bar-background,var(--color-alert-bar-background,var(--color-lemon)));background-position:50%;background-repeat:no-repeat;background-size:cover;clip-path:inset(0 0 100% 0);color:var(--color-alert-bar-text,var(--color-charcoal));font-size:1.4rem;font-weight:400;line-height:2rem;padding-bottom:1rem;padding-top:1rem;position:sticky;top:var(--layout-navigation-bottom-edge);transition:top var(--transition-navigation-duration) ease-out;visibility:hidden;width:100%;z-index:9}.alertBar-module--reveal--25b3b{animation-duration:var(--transition-navigation-duration);animation-fill-mode:forwards;animation-name:alertBar-module--reveal--25b3b;animation-timing-function:ease-out}.alertBar-module--scrolled--f80a5{animation-name:alertBar-module--hide--f61bc}.alertBar-module--content--1f40d{padding:0 2.4rem;text-align:center;text-decoration:none}.alertBar-module--content--1f40d>*{display:inline}.alertBar-module--icon--cacd0{margin-right:.8rem}.alertBar-module--message--6b0fb b,.alertBar-module--message--6b0fb strong{font-weight:500}.alertBar-module--chevron--6381e{margin:.2rem 0 .2rem .6rem;transform:rotate(270deg);transition:translate .125s ease-in-out}.alertBar-module--content--1f40d:hover .alertBar-module--chevron--6381e{translate:.4rem 0 0}.alertBar-module--dismiss--1227d{appearance:none;-webkit-appearance:button;background:none;border:none;color:inherit;cursor:pointer;font:inherit;padding:.4rem;position:absolute;right:var(--layout-grid-horizontal-padding);top:.2rem}.alertBar-module--grid--32deb{display:flex;justify-content:center;position:relative}@keyframes alertBar-module--reveal--25b3b{0%{clip-path:inset(0 0 100% 0);visibility:hidden}to{clip-path:inset(0 0 0 0);visibility:visible}}@keyframes alertBar-module--hide--f61bc{0%{clip-path:inset(0 0 0 0);visibility:visible}to{clip-path:inset(0 0 100% 0);visibility:hidden}}.grid-module--grid--1de98{column-gap:var(--layout-grid-column-gap);display:grid;grid-template-columns:repeat(var(--layout-grid-columns),1fr);grid-template-rows:repeat(var(--layout-grid-rows),1fr);margin:0 auto;max-width:var(--layout-grid-max-width);padding:0 var(--layout-grid-horizontal-padding);row-gap:var(--layout-grid-row-gap);@media screen and (min-width:576px){--layout-grid-columns:12;--layout-grid-horizontal-padding:3.6rem}@media screen and (min-width:768px){--layout-grid-horizontal-padding:3.6rem}@media screen and (min-width:992px){--layout-grid-horizontal-padding:6.4rem}@media screen and (min-width:1024px){--layout-grid-horizontal-padding:4.4rem}@media screen and (min-width:1200px){--layout-grid-horizontal-padding:6rem}@media screen and (min-width:1366px){--layout-grid-horizontal-padding:8.3rem}}.archiveCard-module--archiveCardShadow--15741{transition:outline .25s ease-in-out,box-shadow .25s ease-in-out;&:focus,&:hover{box-shadow:0 6px 12px 0 rgba(0,0,0,.11);outline:3px solid var(--color-poppy)}&:focus-visible{outline-offset:0}&:active{box-shadow:0 13px 37px 0 rgba(0,0,0,.21);outline:3px solid var(--color-poppy)}}.archiveCard-module--archiveCard--e89b2{border-radius:.875rem;box-shadow:0 .4rem .6rem -.1rem rgba(16,24,40,.1),0 .2rem .4rem -.2rem rgba(16,24,40,.1);cursor:pointer;display:inline-flex;flex-direction:column;flex-shrink:0;grid-column:2/span 6;max-width:34rem;outline:1px solid transparent;overflow:hidden;text-decoration:none;width:100%}.archiveCard-module--white--11950{background-color:var(--color-white)}.archiveCard-module--lightSand--c8c5f{background-color:var(--color-light-sand)}@media screen and (min-width:576px){.archiveCard-module--archiveCard--e89b2{grid-column:span 4;max-width:24rem}}@media screen and (min-width:768px){.archiveCard-module--archiveCard--e89b2{max-width:33.6rem}}@media screen and (min-width:1024px){.archiveCard-module--archiveCard--e89b2{max-width:29.6rem}}@media screen and (min-width:1200px){.archiveCard-module--archiveCard--e89b2{max-width:34.4rem}}@media screen and (min-width:1366px){.archiveCard-module--archiveCard--e89b2{max-width:38.4rem}}.archiveCard-module--cardHeader--afa33{align-items:flex-start;background:linear-gradient(180deg,#fbcbc4 .01%,hsla(7,100%,71%,.46));display:flex;flex-direction:column;gap:3.6rem;padding:3.7rem 2.4rem 3.1rem}.archiveCard-module--klaviyoFlag--cbea1{fill:var(--color-poppy);font-size:1.7rem}.archiveCard-module--postText--8f33a{flex-shrink:1;overflow:hidden;padding:3.1rem 2.4rem 2.4rem}.archiveCard-module--postSubText--ba810{overflow:hidden}.archiveCard-module--postTitle--cdfbf{margin-bottom:1.2rem;overflow:hidden}.list-module--eyebrow--4acbe{color:var(--color-navigation-eyebrow,var(--color-poppy));font-family:var(--font-family-monospace);font-size:1.2rem;font-weight:400;letter-spacing:1.2px;line-height:1.2rem;position:absolute;text-transform:uppercase;top:2.8rem}.list-module--list--4a599{padding-top:3.2rem;position:relative}.list-module--list--4a599:has(.list-module--eyebrow--4acbe){padding-top:5.4rem}.list-module--childList--7120e{display:flex;flex-direction:column;gap:2rem}.list-module--label--3187e{margin-bottom:0}.list-module--label--3187e~.list-module--childList--7120e{margin-top:2rem}@media screen and (min-width:1024px){.list-module--label--3187e~.list-module--childList--7120e{margin-top:2.4rem}}.list-module--list--4a599.list-module--cta--fde78,.list-module--list--4a599.list-module--inline_list--8731d{grid-column:1/-1}.list-module--inline_list--8731d .list-module--childList--7120e{flex-direction:row;flex-wrap:wrap;gap:2rem 2.8rem}.list-module--list--4a599.list-module--link_list--6f3ae.list-module--wide--6e616{grid-column:span 6}.list-module--link_list--6f3ae.list-module--wide--6e616 .list-module--childList--7120e{column-gap:2.4rem;display:grid;grid-template-columns:1fr}.list-module--list--4a599.list-module--link_list--6f3ae.list-module--condensed--63011{grid-column:span 2}.list-module--resource_list--e52c5 .list-module--childList--7120e li{position:relative}.list-module--resource_list--e52c5 .list-module--childList--7120e li:after{background-color:var(--color-navigation-divider);bottom:-1.2rem;content:"";height:1px;left:0;position:absolute;right:0}.list-module--resource_list--e52c5 .list-module--childList--7120e li:last-of-type:after{content:none}.list-module--list--4a599.list-module--six_column--c56ee{grid-column:1/-1}.list-module--six_column--c56ee .list-module--childList--7120e{display:flex;flex-direction:column}.list-module--visual_list--1ec2c .list-module--childList--7120e{display:grid;gap:.8rem;grid-template-columns:repeat(2,1fr)}.list-module--callToAction--fe71a{margin-top:2rem}.list-module--list--4a599.list-module--drilldown--1f701{padding-top:0;.list-module--eyebrow--4acbe{font-family:var(--font-family-sohne);font-size:1.4rem;letter-spacing:normal;line-height:2rem;margin-bottom:.8rem;padding-block:.4rem;padding-inline:1.2rem;position:static;text-transform:none}.list-module--childList--7120e{gap:.8rem}.list-module--item--370a8{font-size:var(--font-size-body);line-height:1.5;padding-block:.4rem;padding-inline:1.2rem}details[open]{.list-module--childList--7120e{padding-left:.8rem}summary .list-module--item--370a8{font-size:1.8rem;line-height:2.4rem;padding:1.6rem 0}}}@media screen and (min-width:1024px){.list-module--eyebrow--4acbe{top:0}.list-module--list--4a599.list-module--lower--e1f4b.list-module--cta--fde78:not(:has(.list-module--eyebrow--4acbe)){padding-top:0}.list-module--list--4a599:has(.list-module--eyebrow--4acbe){padding-top:3.2rem}.list-module--link_list--6f3ae.list-module--wide--6e616 .list-module--childList--7120e{grid-template-columns:repeat(2,1fr)}.list-module--six_column--c56ee .list-module--childList--7120e{column-gap:2.4rem;display:grid;grid-template-columns:repeat(6,1fr)}.list-module--six_column--c56ee .list-module--callToAction--fe71a{margin-top:0;position:absolute;right:0;text-align:right;top:0;width:auto}.list-module--isBanner--a5af1{display:none}}.drawer-module--drawer--50be8{--transition-navigation-duration:0.25s;background-color:hsla(180,2%,92%,.2);box-shadow:inset 0 4px 4px 0 rgba(63,63,65,.05);margin:0 -3.2rem;padding:0 3.2rem 3.2rem}.drawer-module--drawer--50be8 .drawer-module--list--87d04{display:block}@media screen and (min-width:1024px){.drawer-module--drawer--50be8{background-color:var(--color-white);box-shadow:unset;clip-path:inset(0 0 100% 0);left:0;margin:0;max-height:calc(100vh - var(--layout-navigation-height));overflow-y:scroll;padding:0;padding-top:var(--layout-navigation-vertical-padding);position:absolute;right:0;top:calc(var(--layout-navigation-height) - var(--layout-navigation-vertical-padding));transition:clip-path var(--transition-navigation-duration,.5s) ease-out,visibility var(--transition-navigation-duration,.5s) ease-out;visibility:hidden}.drawer-module--drawer--50be8:focus-within,.drawer-module--drawer--50be8:hover{clip-path:inset(0 0 0 0);visibility:visible;.drawer-module--content--7e2c4{opacity:var(--navigation-drawer-opacity,1)}}.drawer-module--content--7e2c4{opacity:var(--navigation-drawer-opacity,0);padding-bottom:4.8rem;padding-top:2.4rem;transition:opacity .3s ease-out .25s}.drawer-module--column--dfc39{grid-column:span 3}.drawer-module--drawer--50be8 .drawer-module--list--87d04{display:grid;margin:0 auto;padding:0 var(--layout-grid-horizontal-padding)}.drawer-module--drawer--50be8 .drawer-module--list--87d04.drawer-module--lower--66bd1{margin-top:4.8rem;padding-top:2.4rem}.drawer-module--lower--66bd1{position:relative}.drawer-module--lower--66bd1:before{background-color:var(--color-navigation-divider);content:"";height:1px;left:50%;max-width:calc(min(var(--layout-grid-max-width), 100vw) - var(--layout-grid-horizontal-padding)*2);position:absolute;transform:translateX(-50%);width:100%}}.drawer-module--drawer--50be8.drawer-module--drilldown--aad2b{background-color:var(--color-navigation-background);padding-left:4rem;.drawer-module--column--dfc39{border-bottom:1px solid var(--color-storm-shade);margin-bottom:1.6rem;padding-bottom:1.6rem}}.universalNavigation-module--universalNavigation--4342d{--color-cta-primary:var(--color-core-charcoal);--color-cta-secondary:var(--color-core-white);--color-navigation-background:var(--color-light-sand);--color-navigation-divider:hsla(214,7%,60%,.25);--color-navigation-eyebrow:var(--color-core-poppy);--color-navigation-featured-link:var(--color-core-charcoal);--color-navigation-hover-underline:var(--color-core-poppy);--color-navigation-link:var(--color-core-charcoal);--color-navigation-link-description:var(--color-core-cool-gray-800);--color-navigation-text:var(--color-core-charcoal);--color-navigation-menu-item-hover-background:#f4f4f3;background-color:var(--color-navigation-background);color:var(--color-navigation-text);height:var(--layout-navigation-height);padding-bottom:var(--layout-navigation-vertical-padding);padding-top:var(--layout-navigation-vertical-padding);position:sticky;top:var(--layout-navigation-top,4rem);transition:all var(--transition-navigation-duration) ease-out;z-index:10}.universalNavigation-module--universalNavigation--4342d.universalNavigation-module--dark--60cd5{--color-navigation-background:var(--color-core-charcoal);--color-navigation-text:var(--color-core-white);--color-cta-primary:var(--color-core-white);--color-cta-secondary:var(--color-core-charcoal)}.universalNavigation-module--universalNavigation--4342d.universalNavigation-module--invertOnHover--dc12b:focus-within,.universalNavigation-module--universalNavigation--4342d.universalNavigation-module--invertOnHover--dc12b:hover{--color-navigation-background:var(--color-core-white);--color-navigation-text:var(--color-core-charcoal);--color-cta-primary:var(--color-core-charcoal);--color-cta-secondary:var(--color-core-white)}.universalNavigation-module--universalNavigation--4342d.universalNavigation-module--scrolled--720c3{top:var(--layout-navigation-top,0)}.universalNavigation-module--universalNavigation--4342d ul{list-style:none;margin:0;padding:0}.universalNavigation-module--container--39f3e{align-items:center;display:flex;gap:0;height:100%}.universalNavigation-module--logoContainer--87d62{height:100%;margin-right:2.8rem;overflow:hidden;position:relative;transition:all var(--transition-navigation-duration) ease-out;width:12rem;z-index:1}.universalNavigation-module--flag--a7155,.universalNavigation-module--logo--0f451{position:absolute;transition:transform var(--transition-navigation-duration) ease-out,visibility var(--transition-navigation-duration) ease-out;z-index:2}.universalNavigation-module--logo--0f451{top:.4rem;transform:translateX(0);transition-delay:.125s;width:12rem}.universalNavigation-module--flag--a7155{top:.5rem;transform:translateX(-125%);transition-delay:0s;visibility:hidden;width:3rem}.universalNavigation-module--universalNavigation--4342d.universalNavigation-module--scrolled--720c3 .universalNavigation-module--logoContainer--87d62{width:3rem}.universalNavigation-module--universalNavigation--4342d.universalNavigation-module--scrolled--720c3 .universalNavigation-module--logo--0f451{transform:translateX(-125%);transition-delay:0s;visibility:hidden}.universalNavigation-module--universalNavigation--4342d.universalNavigation-module--scrolled--720c3 .universalNavigation-module--flag--a7155{transform:translateX(0);transition-delay:.25s;visibility:visible}.universalNavigation-module--universalNavigation--4342d:not(.universalNavigation-module--scrolled--720c3) .universalNavigation-module--logoContainer--87d62.universalNavigation-module--helpCenterLogo--437e1{transform:scale(1.33)}.universalNavigation-module--nav--bca88{display:none}.universalNavigation-module--mobileMenuToggle--8c94a{height:100%;margin-left:1.2rem}.universalNavigation-module--toggleButton--eb0f2{align-items:center;cursor:pointer;display:flex;height:100%;justify-content:center}.universalNavigation-module--list--1c3da{display:flex}.universalNavigation-module--list--1c3da.universalNavigation-module--ctaList--6ddca{display:flex;gap:1.2rem;margin-left:auto}.universalNavigation-module--ctaList--6ddca .universalNavigation-module--ctaListItem--5c2f9{display:none}.universalNavigation-module--ctaList--6ddca .universalNavigation-module--ctaListItem--5c2f9:first-of-type{display:block}.universalNavigation-module--link--5ad12{--color-navigation-link:var(--color-navigation-text);font-size:1.4rem;height:100%;line-height:1.4rem}div.universalNavigation-module--link--5ad12>span{pointer-events:none}.universalNavigation-module--link--5ad12:focus:before,.universalNavigation-module--link--5ad12:hover:before{content:none}.universalNavigation-module--listItem--f5218 .universalNavigation-module--link--5ad12{padding:1.6rem 0;position:relative}.universalNavigation-module--listItem--f5218.universalNavigation-module--hasChildren--8ef12 .universalNavigation-module--link--5ad12:focus~.universalNavigation-module--drawer--4e69f,.universalNavigation-module--listItem--f5218.universalNavigation-module--hasChildren--8ef12 .universalNavigation-module--link--5ad12:hover~.universalNavigation-module--drawer--4e69f{--navigation-drawer-opacity:1;--transition-navigation-duration:0.5s;clip-path:inset(0 0 0 0);display:block;visibility:visible}.universalNavigation-module--listItem--f5218.universalNavigation-module--hasChildren--8ef12 .universalNavigation-module--link--5ad12:after{fill:currentColor;background-color:currentColor;bottom:0;content:"";-webkit-mask-image:url("data:image/svg+xml;charset=utf-8,%3Csvg xmlns='http://www.w3.org/2000/svg' width='8' height='4' fill='none' viewBox='0 0 8 4'%3E%3Cpath fill='%23232426' fill-rule='evenodd' d='M.646.146a.5.5 0 0 1 .708 0L4 2.793 6.646.146a.5.5 0 1 1 .708.708l-3 3a.5.5 0 0 1-.708 0l-3-3a.5.5 0 0 1 0-.708Z' clip-rule='evenodd'/%3E%3C/svg%3E");mask-image:url("data:image/svg+xml;charset=utf-8,%3Csvg xmlns='http://www.w3.org/2000/svg' width='8' height='4' fill='none' viewBox='0 0 8 4'%3E%3Cpath fill='%23232426' fill-rule='evenodd' d='M.646.146a.5.5 0 0 1 .708 0L4 2.793 6.646.146a.5.5 0 1 1 .708.708l-3 3a.5.5 0 0 1-.708 0l-3-3a.5.5 0 0 1 0-.708Z' clip-rule='evenodd'/%3E%3C/svg%3E");-webkit-mask-position:center center;mask-position:center center;-webkit-mask-repeat:no-repeat;mask-repeat:no-repeat;-webkit-mask-size:.7rem;mask-size:.7rem;position:absolute;right:-.4rem;top:0;transform:rotate(0deg);transition:transform .125s ease 0s;width:1.6rem;z-index:2}.universalNavigation-module--cta--8b7a5{background-color:var(--color-cta-primary);border:1px solid var(--color-cta-primary);border-radius:5.2rem;color:var(--color-cta-secondary);display:block;font-size:1.4rem;font-weight:400;line-height:1.4rem;margin:0;padding:1.2rem 2rem;width:auto}.universalNavigation-module--cta--8b7a5:hover:before{content:none}.universalNavigation-module--primary--228b7:hover,.universalNavigation-module--secondary--5f87a{background-color:transparent;color:var(--color-cta-primary)}.universalNavigation-module--secondary--5f87a:hover{background-color:var(--color-cta-primary);border-color:var(--color-cta-primary);color:var(--color-cta-secondary)}.universalNavigation-module--tertiary--820ae{background:transparent;border:none;color:var(--color-cta-primary);padding:1.2rem 0}@media screen and (min-width:576px){.universalNavigation-module--ctaList--6ddca .universalNavigation-module--ctaListItem--5c2f9{display:block}}@media screen and (min-width:1024px){.universalNavigation-module--nav--bca88{background-color:transparent;display:block;height:100%;overflow:unset;padding:0;position:static;width:auto}.universalNavigation-module--nav--bca88:before{content:unset;display:none}.universalNavigation-module--list--1c3da{align-items:stretch;display:flex;flex-direction:row;gap:2rem;height:100%}.universalNavigation-module--listItem--f5218{height:100%}.universalNavigation-module--listItem--f5218 .universalNavigation-module--link--5ad12{padding:0}.universalNavigation-module--listItem--f5218.universalNavigation-module--hasChildren--8ef12 .universalNavigation-module--link--5ad12{margin-right:1.6rem}.universalNavigation-module--listItem--f5218 .universalNavigation-module--link--5ad12 span:after{background-color:var(--color-navigation-hover-underline);bottom:.2rem;clip-path:inset(0 100% 0 0);content:"";height:.2rem;left:0;position:absolute;right:0;transition:clip-path .3s ease-in-out}.universalNavigation-module--listItem--f5218:focus-within .universalNavigation-module--link--5ad12 span:after,.universalNavigation-module--listItem--f5218:hover .universalNavigation-module--link--5ad12 span:after{clip-path:inset(0 0 0 0)}.universalNavigation-module--listItem--f5218.universalNavigation-module--hasChildren--8ef12:focus-within .universalNavigation-module--link--5ad12:after,.universalNavigation-module--listItem--f5218.universalNavigation-module--hasChildren--8ef12:hover .universalNavigation-module--link--5ad12:after{transform:rotate(180deg)}.universalNavigation-module--mobileMenuToggle--8c94a{display:none}}.universalNavigation-module--academyLogoutButton--08c04{cursor:pointer;height:100%;text-align:left;width:100%}.mobile-module--mobileMenuDialog--e5097{--color-cta-primary:var(--color-charcoal);--color-cta-secondary:var(--color-white);--color-navigation-background:var(--color-white);--color-navigation-divider:#eaebeb;--color-navigation-text:var(--color-charcoal);--dialog-width:33.4rem;background-color:var(--color-navigation-background);border:none;color:var(--color-navigation-text);flex-direction:column;height:100%;left:100%;max-height:none;overflow-y:scroll;padding:3.2rem;position:fixed;top:0;width:var(--dialog-width)}.mobile-module--mobileMenuDialog--e5097[open]{animation-duration:.5s;animation-fill-mode:forwards;animation-name:mobile-module--reveal--74f5a;animation-timing-function:ease-out;display:flex}.mobile-module--mobileMenuDialog--e5097[open].mobile-module--hide--c47a1{animation-duration:.5s;animation-fill-mode:forwards;animation-name:mobile-module--hide--c47a1;animation-timing-function:ease-out}.mobile-module--mobileMenuDialog--e5097::backdrop{background-color:rgba(35,36,38,.3)}.mobile-module--mobileMenuDialog--e5097 .mobile-module--nav--556a9{display:flex;flex-direction:column;flex-grow:1;gap:2rem}.mobile-module--mobileMenuDialog--e5097 .mobile-module--listItem--f51d4:not(:has(details[open])){border-bottom:1px solid var(--color-navigation-divider)}.mobile-module--closeContainer--d995e{display:flex;justify-content:flex-end;margin-bottom:1.2rem}.mobile-module--close--a6d58{--layout-close-icon-size:1.6rem;--layout-close-button-padding:0.2rem;--layout-close-button-size:calc(var(--layout-close-icon-size) + var(--layout-close-button-padding)*2);background-color:currentColor;cursor:pointer;height:var(--layout-close-button-size);-webkit-mask-image:var(--icon-close);mask-image:var(--icon-close);-webkit-mask-position:center center;mask-position:center center;-webkit-mask-repeat:no-repeat;mask-repeat:no-repeat;-webkit-mask-size:var(--layout-close-icon-size);mask-size:var(--layout-close-icon-size);padding:var( --layout-close-button-padding);width:var(--layout-close-button-size)}.mobile-module--list--96a14{flex-direction:column}.mobile-module--mobileMenuDialog--e5097 .mobile-module--ctaList--3fbe9{display:flex;gap:1.2rem;margin-top:auto;text-align:center}.mobile-module--ctaList--3fbe9 a{justify-content:center}.mobile-module--utilityList--bfedc{display:flex;flex-direction:column;gap:.4rem}.mobile-module--utilityList--bfedc .mobile-module--utilityLink--b66e3{padding:.8rem 0}.mobile-module--mobileMenuDialog--e5097 .mobile-module--utilityLink--b66e3 svg{width:1.6rem}.mobile-module--listItem--f51d4 .mobile-module--link--25371{font-size:1.8rem;line-height:2.4rem;padding:1.6rem 0;position:relative}.mobile-module--drilldown--a0b1e summary>:after,.mobile-module--listItem--f51d4.mobile-module--hasChildren--35e8e .mobile-module--link--25371:after{fill:currentColor;background-color:currentColor;bottom:0;content:"";-webkit-mask-image:var(--icon-chevron);mask-image:var(--icon-chevron);-webkit-mask-position:center center;mask-position:center center;-webkit-mask-repeat:no-repeat;mask-repeat:no-repeat;-webkit-mask-size:1.6rem;mask-size:1.6rem;position:absolute;right:.2rem;top:0;transform:rotate(0deg);transition:transform .125s ease 0s;width:1.6rem;z-index:2}.mobile-module--listItem--f51d4.mobile-module--hasChildren--35e8e details[open] .mobile-module--link--25371:after{transform:rotate(180deg)}.mobile-module--link--25371{--color-navigation-link:var(--color-navigation-text);font-size:1.4rem;height:100%;line-height:1.4rem}.mobile-module--link--25371:hover:before{content:none}@keyframes mobile-module--reveal--74f5a{0%{left:100%;visibility:hidden}to{left:calc(100% - var(--dialog-width));visibility:visible}}@keyframes mobile-module--hide--c47a1{0%{left:calc(100% - var(--dialog-width));visibility:visible}to{left:100%;visibility:hidden}}.mobile-module--drilldown--a0b1e{.mobile-module--closeContainer--d995e{background-color:var(--color-navigation-background);padding:16px;position:absolute;right:16px;top:16px;z-index:5}&.mobile-module--mobileMenuDialog--e5097{--color-navigation-background:var(--color-dark-charcoal,#1d1e20);--color-navigation-divider:var(--color-storm-shade);--color-navigation-eyebrow:var(--color-gray-70);--color-navigation-featured-link:var(--color-white);--color-navigation-text:var(--color-white);--color-navigation-link:var(--color-navigation-text);--color-navigation-menu-item-hover-background:transparent;--dialog-width:100%;max-width:100%;padding-top:64px;&[open]{animation-duration:1ms;&.mobile-module--hide--c47a1{animation-duration:1ms}}&::backdrop{background-color:var(--color-navigation-background)}.mobile-module--listItem--f51d4:not(:has(details[open])){border-bottom:none}}.mobile-module--listItem--f51d4.mobile-module--hasChildren--35e8e .mobile-module--link--25371:after,summary>:after{transform:rotate(-90deg)}summary>:after{right:3.2rem}.mobile-module--listItem--f51d4.mobile-module--hasChildren--35e8e details[open] .mobile-module--link--25371:after{display:none}details[open]{background-color:var(--color-navigation-background);bottom:0;left:0;overflow-x:hidden;overflow-y:scroll;padding:16px 32px 32px;position:fixed;right:0;top:0;z-index:2;&>summary{margin-left:-12px;margin-right:28px;padding-left:32px;position:relative;&:before{background-image:url("data:image/svg+xml;charset=utf-8,%3Csvg xmlns='http://www.w3.org/2000/svg' width='16' height='14' fill='none' viewBox='0 0 16 14'%3E%3Cpath stroke='%23fff' stroke-linecap='round' stroke-linejoin='round' stroke-width='1.67' d='M6.444 12.445 1 7m0 0 5.444-5.444M1 7h14'/%3E%3C/svg%3E");background-position:50%;background-repeat:no-repeat;background-size:contain;content:"";display:block;height:14px;left:0;position:absolute;top:22px;width:16px}&>:after{display:none}}}}.dropdownButton-module--dropdownButton--3a8c9{--border-radius:5.2rem;--padding-horizontal:2rem;--padding-horizontal-half:calc(var(--padding-horizontal)/2);--padding-vertical:1.2rem;background-color:var(--color-charcoal);border-radius:var(--border-radius);color:var(--color-white);display:inline-flex;font-size:1.4rem;font-weight:400;line-height:1.4rem;position:relative}.dropdownButton-module--dropdownButton--3a8c9 .dropdownButton-module--children--e306b{padding:var(--padding-vertical) var(--padding-horizontal-half) var(--padding-vertical) var(--padding-horizontal)}.dropdownButton-module--dropdownButton--3a8c9 a{text-decoration:none}.dropdownButton-module--dropdownButton--3a8c9 svg{transition:transform .125s ease-in-out}.dropdownButton-module--dropdownButton--3a8c9>span{font-size:16px;padding-top:var(--padding-vertical)}.dropdownButton-module--dropdownButton--3a8c9 .dropdownButton-module--dropdownTrigger--ba4e3{border-bottom-right-radius:var(--border-radius);border-left:1px solid rgba(0,0,0,.2);border-top-right-radius:var(--border-radius);color:var(--color-white);cursor:pointer;padding:var(--padding-vertical) var(--padding-horizontal) var(--padding-vertical) var(--padding-horizontal-half)}.dropdownButton-module--dropdownButton--3a8c9 .dropdownButton-module--dropdownTrigger--ba4e3:hover{background-color:color-mix(in srgb,var(--color-charcoal) 75%,#000)}.dropdownButton-module--dropdownButton--3a8c9 .dropdownButton-module--dropdown--e96e8{background-color:var(--color-light-sand);border-radius:4px;box-shadow:var(--box-shadow-sm);color:var(--color-charcoal);display:none;left:0;padding:var(--padding-vertical) var(--padding-horizontal);position:absolute;right:0;top:calc(100% + .2rem);z-index:2}.dropdownButton-module--dropdownButton--3a8c9 .dropdownButton-module--dropdown--e96e8 li,.dropdownButton-module--dropdownButton--3a8c9 .dropdownButton-module--dropdown--e96e8 ul{appearance:none;list-style:none;margin:0;padding:0}.dropdownButton-module--dropdownButton--3a8c9 .dropdownButton-module--dropdown--e96e8 ul{display:flex;flex-direction:column;gap:calc(var(--padding-vertical)*2)}.dropdownButton-module--dropdownButton--3a8c9.dropdownButton-module--open--a9223 .dropdownButton-module--dropdown--e96e8{display:block}.dropdownButton-module--dropdownButton--3a8c9.dropdownButton-module--open--a9223 .dropdownButton-module--dropdownTrigger--ba4e3{background-color:color-mix(in srgb,var(--color-charcoal) 75%,#000)}.dropdownButton-module--dropdownButton--3a8c9.dropdownButton-module--open--a9223 svg{transform:rotate(180deg)}.statusIndicator-module--indicator--1e818{background-color:var(--color-gray-70);border-radius:50%;height:1.2rem;width:1.2rem}.statusIndicator-module--indicator--1e818.statusIndicator-module--none--db24a{background-color:#2fcb66}.statusIndicator-module--indicator--1e818.statusIndicator-module--minor--eeb98{background-color:#f4cc47}.statusIndicator-module--indicator--1e818.statusIndicator-module--major--856cb{background-color:#e67d23}.statusIndicator-module--indicator--1e818.statusIndicator-module--critical--33def{background-color:#e85142}.statusIndicator-module--indicator--1e818.statusIndicator-module--maintenance--ca09e{background-color:#3598da}.statusIndicator-module--indicatorLink--cd727{align-items:center;column-gap:.8rem;display:flex;text-decoration:none}.statusIndicator-module--statusText--1abf4{text-transform:lowercase}.statusIndicator-module--statusText--1abf4:first-letter{text-transform:uppercase}.statusIndicator-module--statusText--1abf4 span{font-size:1.6rem;margin:0 0 0 .4rem}.statusIndicator-module--klaviyoStatusIndicator--bc063{color:var(--color-white);column-gap:.8rem}.statusIndicator-module--klaviyoStatusIndicator--bc063 .statusIndicator-module--indicatorLink--cd727,.statusIndicator-module--klaviyoStatusIndicator--bc063 .statusIndicator-module--statusText--1abf4{font-size:1.2rem;font-weight:400;line-height:4rem}.statusIndicator-module--klaviyoStatusIndicator--bc063 .statusIndicator-module--indicator--1e818{height:.8rem;width:.8rem}.utilityNavigation-module--utilityNavigation--8a1eb{--color-utility-navigation-background:var(--color-charcoal);--color-utility-navigation-text:var(--color-white);--color-utility-navigation-border:hsla(0,0%,100%,.05);--color-utility-navigation-divider:hsla(0,0%,100%,.15);--font-utility-navigation-font-size:1.2rem;--layout-utility-navigation-link-horizontal-padding:0.8rem;background-color:var(--color-utility-navigation-background);color:var(--color-utility-navigation-text);font-size:var(--font-utility-navigation-font-size);font-weight:400;line-height:var(--font-utility-navigation-font-size);position:sticky;top:0;transition:top var(--transition-navigation-duration) ease-out;z-index:10}.utilityNavigation-module--grid--38187{display:block}.utilityNavigation-module--scrolled--44758{top:calc(var(--layout-navigation-utility-height, 4rem)*-1)}.utilityNavigation-module--container--ddbea{border-bottom:1px solid var(--color-utility-navigation-border);display:flex;height:var(--layout-navigation-utility-height,4rem);justify-content:flex-end;margin-left:calc(var(--layout-utility-navigation-link-horizontal-padding)*-1);margin-right:calc(var(--layout-utility-navigation-link-horizontal-padding)*-1);padding-left:var(--layout-utility-navigation-link-horizontal-padding);padding-right:var(--layout-utility-navigation-link-horizontal-padding);position:relative}@media screen and (min-width:1024px){.utilityNavigation-module--container--ddbea{justify-content:space-between}}.utilityNavigation-module--utility--320f0{display:none;margin-left:calc(var(--layout-utility-navigation-link-horizontal-padding)*-1)}@media screen and (min-width:1024px){.utilityNavigation-module--utility--320f0{display:block}.utilityNavigation-module--utility--320f0+.utilityNavigation-module--children--64be7{left:50%;transform:translateX(-50%)}}.utilityNavigation-module--children--64be7{align-items:center;bottom:0;display:flex;left:0;position:absolute;top:0}.utilityNavigation-module--actions--73e17{align-items:center;display:flex;gap:3.2rem;margin-left:auto}.utilityNavigation-module--siteActions--af941{font-size:1.6rem;line-height:1.6rem}.utilityNavigation-module--siteActions--af941 .utilityNavigation-module--link--8767f{border:none;padding:0}.utilityNavigation-module--siteActions--af941~.utilityNavigation-module--platformActions--ede27{position:relative}.utilityNavigation-module--siteActions--af941~.utilityNavigation-module--platformActions--ede27:before{background-color:var(--color-utility-navigation-divider);content:"";height:1.6rem;left:calc(var(--layout-utility-navigation-link-horizontal-padding)*-2);position:absolute;top:-.2rem;width:1px}.utilityNavigation-module--linkList--a42ee{display:flex;gap:.8rem;list-style:none;margin:0;padding:0}.utilityNavigation-module--listItem--9ad94{padding:1.3rem var(--layout-utility-navigation-link-horizontal-padding) 1.2rem}.utilityNavigation-module--listItem--9ad94:has(a[aria-current=true]){border-bottom:.3rem solid var(--color-poppy)}.utilityNavigation-module--link--8767f{--color-navigation-link:var(--color-white);--layout-navigation-hover-horizontal-padding:0.8rem;--layout-navigation-hover-vertical-padding:0.8rem;display:inline-block;font-size:var(--font-utility-navigation-font-size);line-height:var(--font-utility-navigation-font-size);margin-bottom:-1px;max-width:unset;text-decoration:none;width:auto}.utilityNavigation-module--link--8767f:after{content:"";display:block;height:.3rem;position:absolute;width:100%}.utilityNavigation-module--platformActions--ede27{--color-navigation-link:var(--color-utility-navigation-text);--font-universal-menu-item-font-size:var(--font-utility-navigation-font-size);--font-universal-menu-item-font-weight:500;--font-universal-menu-item-line-height:var(--font-utility-navigation-font-size)}@media screen and (min-width:1024px){.utilityNavigation-module--platformActions--ede27{padding-right:2.1rem}}.utilityNavigation-module--platformActions--ede27 .utilityNavigation-module--link--8767f{font-weight:500}.utilityNavigation-module--platformActions--ede27 .utilityNavigation-module--linkList--a42ee{gap:1.6rem}.header-module--header--8182f{--layout-navigation-vertical-padding:2rem;--layout-navigation-height:calc(4rem + var(--layout-navigation-vertical-padding)*2);--layout-navigation-utility-height:4rem;--layout-navigation-top:var(--layout-navigation-utility-height);--layout-navigation-bottom-edge:calc(var(--layout-navigation-height) + var(--layout-navigation-top));--transition-navigation-duration:0.5s;display:contents;position:sticky;top:0}.header-module--header--8182f.header-module--scrolled--3f89d{--layout-navigation-top:0rem;--layout-navigation-vertical-padding:1rem}.header-module--header--8182f.header-module--minimal--cc63a{--layout-navigation-utility-height:0}.languageSelector-module--languageMenu--a925a{background-color:var(--color-language-menu-background);border:.1rem solid var(--color-language-menu-border);border-radius:.8rem;bottom:calc(var(--layout-language-button-height) + .2rem);box-shadow:.8rem .8rem 2.4rem 0 var(--color-language-menu-box-shadow);display:none;padding:3.6rem;position:absolute;right:calc((var(--layout-language-menu-width) + var(--layout-language-menu-padding)*2)/-2);width:calc(var(--layout-language-menu-width) + var(--layout-language-menu-padding)*2);z-index:4}.languageSelector-module--languageSelector--d019f{--color-language-text:var(--color-core-white);--color-language-country-text:#919193;--color-language-menu-background:var(--color-navigation-menu-item-hover-background,#2b2c2f);--color-language-menu-border:rgba(57,58,60,.6);--color-language-menu-box-shadow:rgba(0,0,0,.16);--layout-language-button-height:2rem;--layout-language-menu-width:14rem;--layout-language-menu-padding:3.6rem;color:var(--color-language-text);display:inline-block;margin-top:2.8rem;position:relative}.languageSelector-module--languageSelector--d019f.languageSelector-module--open--1f2e2 .languageSelector-module--languageMenu--a925a{display:block}.languageSelector-module--languageSelector--d019f.languageSelector-module--open--1f2e2 .languageSelector-module--chevron--44d6a{transform:rotate(180deg)}@media screen and (min-width:1024px){.languageSelector-module--languageSelector--d019f{margin-top:0}}.languageSelector-module--cotton--c7815{color:var(--color-core-charcoal)}.languageSelector-module--currentLanguage--4c816{align-items:center;appearance:none;background:none;border:none;color:inherit;cursor:pointer;display:flex;font-size:1.4rem;line-height:var(--layout-language-button-height,2rem);padding:0}.languageSelector-module--currentLanguageName--47676{margin-left:.8rem;margin-right:.5rem}.languageSelector-module--chevron--44d6a{transform:rotate(0deg);transition:transform .125s ease}.languageSelector-module--languageList--2d9c1{display:flex;flex-direction:column;gap:1.6rem;list-style:none;margin:0;padding:0}.languageSelector-module--listItem--c5797{font-size:1.4rem;line-height:1.4rem}.languageSelector-module--link--554bd{--color-navigation-menu-item-hover-background:#919193;color:var(--color-language-text);display:flex;gap:1rem;position:relative;text-decoration:none}.languageSelector-module--link--554bd:hover{--color-language-text:var(--color-core-charcoal);--color-language-country-text:var(--color-core-charcoal)}.languageSelector-module--link--554bd:before{background-color:var(--color-navigation-menu-item-hover-background)}.languageSelector-module--languageCountry--d0910{color:var(--color-language-country-text)}.universalFooterMenu-module--dropdown--897af[open] .universalFooterMenu-module--menuTitle--2224b .universalFooterMenu-module--label--0bfa9:after{transform:rotate(180deg);transition-delay:.1s}.universalFooterMenu-module--menuTitle--2224b{cursor:pointer;font-size:1.8rem;font-weight:400;line-height:2.4rem;list-style:none;padding-right:2.4rem;position:relative}.universalFooterMenu-module--menuTitle--2224b::-webkit-details-marker,.universalFooterMenu-module--menuTitle--2224b::marker{display:none}.universalFooterMenu-module--menuTitle--2224b .universalFooterMenu-module--label--0bfa9:after{fill:currentColor;background-color:currentColor;bottom:0;content:"";height:100%;-webkit-mask-image:url("data:image/svg+xml;charset=utf-8,%3Csvg xmlns='http://www.w3.org/2000/svg' fill='%23fff' viewBox='0 0 9 5'%3E%3Cpath d='M.88 0 4.5 3.101 8.12 0 9 .914 4.5 5 0 .914.88 0Z'/%3E%3C/svg%3E");mask-image:url("data:image/svg+xml;charset=utf-8,%3Csvg xmlns='http://www.w3.org/2000/svg' fill='%23fff' viewBox='0 0 9 5'%3E%3Cpath d='M.88 0 4.5 3.101 8.12 0 9 .914 4.5 5 0 .914.88 0Z'/%3E%3C/svg%3E");-webkit-mask-position:center center;mask-position:center center;-webkit-mask-repeat:no-repeat;mask-repeat:no-repeat;-webkit-mask-size:1.6rem;mask-size:1.6rem;position:absolute;right:0;top:0;transform:rotate(0deg);transition:transform .125s ease 0s;width:1.6rem}@media screen and (min-width:1024px){.universalFooterMenu-module--menuTitle--2224b{cursor:default;font-family:var(--font-family-sans-serif);font-size:1.2rem;font-weight:600;letter-spacing:1.2px;line-height:1.2rem;text-transform:uppercase}.universalFooterMenu-module--menuTitle--2224b .universalFooterMenu-module--label--0bfa9:after{display:none}}.universalFooterMenu-module--menuList--a6c60{list-style:none;padding:1.8rem 0 0}@media screen and (min-width:1024px){.universalFooterMenu-module--menuList--a6c60{padding:1.6rem 0 0}}.universalFooterMenu-module--menuListItem--8c6d6{padding:1rem 0}@media screen and (min-width:1024px){.universalFooterMenu-module--menuListItem--8c6d6{padding:.8rem 0}}.universalFooter-module--footer--89b2b{--color-navigation-divider:#313234;--color-navigation-featured-link:var(--color-white);--color-navigation-link:#afafaf;--color-navigation-menu-item-hover-background:#2b2c2f;--layout-navigation-hover-horizontal-padding:1.2rem;--layout-navigation-hover-vertical-padding:0.8rem;background-color:var(--color-core-charcoal);color:var(--color-core-white);font-family:var(--font-family-sans-serif);padding:2.4rem 0}@media screen and (min-width:1024px){.universalFooter-module--footer--89b2b{padding:4.8rem 0 3.6rem}}@media screen and (max-width:1023px){.universalFooter-module--footer--89b2b.universalFooter-module--minimal--b82cf .universalFooter-module--languageSelector--8104b{margin-bottom:1.6rem}}.universalFooter-module--footer--89b2b.universalFooter-module--cotton--adf21{background-color:var(--color-core-cotton);color:var(--color-core-charcoal)}.universalFooter-module--grid--92d2d{grid-template-rows:repeat(5,auto)}.universalFooter-module--footerNav--af7dd{grid-column:1/-1;order:0}.universalFooter-module--beFooter--43e35{grid-column:1/-1}.universalFooter-module--menuContainer--e97ff{list-style:none;padding:0}@media screen and (min-width:1024px){.universalFooter-module--menuContainer--e97ff{column-gap:var(--layout-grid-column-gap);display:grid;grid-template-columns:repeat(var(--layout-grid-columns),1fr);grid-template-rows:min-content auto;row-gap:4.8rem}}.universalFooter-module--menuColumnListItem--e4cf3{border-bottom:1px solid var(--color-navigation-divider);grid-column:span 3;padding:2rem 0}.universalFooter-module--menuColumnListItem--e4cf3:first-of-type{grid-column:span 6;grid-row:1/-1;padding-top:.8rem}@media screen and (min-width:1024px){.universalFooter-module--menuColumnListItem--e4cf3:first-of-type{padding-top:0}.universalFooter-module--menuColumnListItem--e4cf3{border:none;padding-top:0}}@media screen and (min-width:1366px){.universalFooter-module--menuColumnListItem--e4cf3{grid-column:span 2}}.universalFooter-module--languageSelector--8104b{grid-column:1/-1;line-height:2rem;order:1}@media screen and (min-width:1024px){.universalFooter-module--languageSelector--8104b{grid-column:span 3;order:4}}.universalFooter-module--logo--08f56{grid-column:1/-1;margin:7.2rem 0 2.4rem;order:2}.universalFooter-module--logo--08f56 svg{height:auto;width:17.5rem}@media screen and (min-width:1024px){.universalFooter-module--logo--08f56{margin:8.8rem 0 3.6rem}.universalFooter-module--logo--08f56 svg{width:29.4rem}}.universalFooter-module--social--76386{--layout-navigation-hover-horizontal-padding:0.4rem;--layout-navigation-hover-vertical-padding:0.4rem;display:inline-flex;gap:1.2rem;grid-column:1/-1;margin-bottom:2.4rem;order:3}.universalFooter-module--social--76386 svg{width:100%}@media screen and (min-width:1024px){.universalFooter-module--social--76386{margin-bottom:7.8rem}}.universalFooter-module--socialLink--46bb3{align-items:center;color:var(--color-white);display:flex;justify-content:center;min-width:1.6rem;width:1.6rem}.universalFooter-module--socialIconText--a14b4{clip:rect(0 0 0 0);clip-path:inset(50%);height:1px;overflow:hidden;position:absolute;white-space:nowrap;width:1px}.universalFooter-module--legal--8b2ef{--layout-navigation-hover-horizontal-padding:0.4rem;--layout-navigation-hover-vertical-padding:0.4rem;color:var(--color-navigation-link);display:flex;flex-direction:column;font-size:1.2rem;font-weight:400;gap:.8rem;grid-column:1/-1;line-height:1.2rem;order:4}@media screen and (min-width:1024px){.universalFooter-module--legal--8b2ef{align-items:center;flex-direction:row;gap:3.6rem;grid-column:4/span 9;justify-content:flex-end}}.universalFooter-module--cotton--adf21{color:var(--color-core-charcoal)}.universalFooter-module--legalNavigation--4c431{display:inline-flex;flex-wrap:wrap;gap:.8rem}@media screen and (min-width:1024px){.universalFooter-module--legalNavigation--4c431{gap:1.6rem}}.universalFooter-module--legalLink--20909{font-size:inherit;font-weight:inherit;line-height:inherit;width:auto}.universalFooter-module--privacy--d9430{appearance:none;background:none;border:none;margin:0;padding:0}#ot-sdk-btn.optanon-show-settings.universalFooter-module--privacy--d9430,#ot-sdk-btn.ot-sdk-show-settings.universalFooter-module--privacy--d9430{appearance:none;background:none;border:none;font-size:inherit;line-height:inherit;margin:0;padding:0;transition:none}#ot-sdk-btn.optanon-show-settings.universalFooter-module--cotton--adf21,#ot-sdk-btn.ot-sdk-show-settings.universalFooter-module--cotton--adf21{color:var(--color-core-charcoal)}#ot-sdk-btn.optanon-show-settings.universalFooter-module--cotton--adf21:hover,#ot-sdk-btn.ot-sdk-show-settings.universalFooter-module--cotton--adf21:hover{background-color:transparent;color:var(--color-core-charcoal)}#ot-sdk-btn.optanon-show-settings.universalFooter-module--charcoal--7aba0,#ot-sdk-btn.ot-sdk-show-settings.universalFooter-module--charcoal--7aba0{color:var(--color-navigation-link)}#ot-sdk-btn.optanon-show-settings.universalFooter-module--charcoal--7aba0:hover,#ot-sdk-btn.ot-sdk-show-settings.universalFooter-module--charcoal--7aba0:hover{background-color:transparent;color:var(--color-navigation-link)}.header-module--styledHeader--5e7f6{background-color:var(--color-sand-tint);input:focus-visible{outline:1px dashed var(--color-charcoal);outline-offset:2px}}.klaviyoForm-module--klaviyoFormIframe--138ab{background:transparent;border:0;width:100%}.search-module--tabResults--67abf{display:flex;flex-direction:column;grid-column:2;height:100%}.search-module--tabResults--67abf ol{display:flex;flex-direction:column;gap:2.4rem;list-style:none;padding-left:0}.search-module--tabResults--67abf ol li:not(:last-of-type){border-bottom:1px solid var(--color-sand-shade);padding-bottom:1.6rem}.search-module--link--26940{color:var(--color-charcoal);display:block;font-size:1.8rem;line-height:3rem;margin-bottom:.8rem;text-underline-offset:.2rem}.search-module--link--26940 em{font-style:normal;font-weight:500}.search-module--link--26940:hover{color:var(--color-charcoal)}.search-module--viewAllWrapper--1ebfb{margin-top:3.2rem;text-align:center}.search-module--snippet--8d866{display:block;font-size:1.6rem;line-height:2.4rem}.search-module--snippet--8d866 em{font-style:normal;font-weight:500}.search-module--instantSearchNoResults--c5f14{padding:1.2rem 1.6rem}.search-module--noResultsWrapper--e959f{align-items:center;display:flex;flex-direction:column;gap:2.4rem;grid-column:-1/1}.search-module--noResultsWrapper--e959f svg{height:2rem}.search-module--instantResults--6849d{background:#fff;border-radius:4px;box-shadow:0 .9rem 1.8rem rgba(0,0,0,.15);height:300px;margin-top:.4rem;overflow:auto;position:absolute;text-align:left;width:100%;z-index:3}.search-module--instantResults--6849d .search-module--noResultsWrapper--e959f{padding-bottom:1.5rem}.search-module--instantResults--6849d .search-module--tabResults--67abf{height:auto}.search-module--instantResults--6849d .search-module--tabResults--67abf ol{gap:0;padding:0;width:100%}.search-module--instantResults--6849d .search-module--tabResults--67abf ol li{border-bottom:0;list-style-type:none;padding-bottom:0;width:100%}.search-module--instantResults--6849d .search-module--tabResults--67abf ol li a{color:var(--color-charcoal);font-size:1.6rem;line-height:1.5;margin:0;overflow:hidden;padding:1.2rem 1.6rem;text-decoration:none;width:100%}.search-module--instantResults--6849d .search-module--tabResults--67abf ol li a:focus-visible,.search-module--instantResults--6849d .search-module--tabResults--67abf ol li a:hover{background-color:var(--color-sand-tint);outline:none}.search-module--instantResultCategory--464a4{background-color:#fff;padding:1.6rem 1.6rem .8rem;position:relative;position:sticky;top:0}.search-module--instantResultCategory--464a4:after{border-bottom:1px solid var(--color-sand-shade);bottom:0;content:" ";display:block;position:absolute;width:calc(100% - 3.2rem)}.formText-module--base--e7d47{--form-text-font-size:1.4rem;--form-text-line-height:1.42;font-family:var(--font-family-sohne);font-size:var(--form-text-font-size);font-weight:400;line-height:var(--form-text-line-height)}.formText-module--large--ed3b6{--form-text-font-size:var(--font-size-body);--form-text-line-height:1.5}.formText-module--small--01bb0{--form-text-font-size:1.2rem;--form-text-line-height:1.5}.searchBox-module--styledSearchBox--28a99{color:var(--color-charcoal);max-width:64rem;position:relative;width:100%}.searchBox-module--searchIcon--0f8e8{font-size:2.5rem;left:1.2rem;position:absolute;top:50%;transform:translateY(-50%);z-index:1}.searchBox-module--resetButton--d5f09{background:transparent;border:0;font-size:1.6rem;margin:0;padding:0;position:absolute;right:1.2rem;top:50%;transform:translateY(-50%);z-index:1}.searchBox-module--resetButton--d5f09:focus-visible{outline:1px dashed;outline-offset:2px}.searchBox-module--searchInputStyles--6b0c5{border:1px solid var(--color-charcoal);border-radius:8px;filter:drop-shadow(0 6px 12px rgba(0,0,0,.11));height:5.2rem;padding:1rem 3.5rem 1rem 4.5rem;width:100%}.filter-accordion-module--headerContainer--26b7f{align-items:center;background:transparent;border:0;cursor:pointer;display:flex;flex-direction:row;font-size:1.6rem;font-weight:500;justify-content:space-between;padding-bottom:.8em;padding-top:1.2rem;width:100%;&:focus-visible{outline:1px dashed var(--color-core-charcoal)}}details[open]{.filter-accordion-module--chevron--c5046{transform:rotate(1turn)}}.filter-accordion-module--chevron--c5046{cursor:pointer;height:20px;transform:rotate(180deg);transition:all .45s ease;width:20px}summary{list-style:none}summary::-webkit-details-marker{display:none}.filter-accordion-module--content--96958{padding-bottom:1.6rem}.radio-group-module--radioGroup--e6df7{--color-border-default-disabled:#959697;--color-background-default-disabled:#eaedef;appearance:none;border:none;display:flex;flex-direction:column;gap:.8rem;margin:0 0 2.5rem;padding:0;label{color:inherit;cursor:pointer;display:inline-flex;font-size:1.6rem;gap:.8rem;margin:0}input{appearance:none;background-color:transparent;border:2px solid var(--color-storm);border-radius:100%;box-sizing:border-box;height:2rem;margin:.3rem 0 0;width:2rem}}.radio-group-module--dark--3d3db{color:var(--color-light-sand);input{border:2px solid var(--color-light-sand);&:checked{border-width:5px}}}.radio-group-module--light--519bc{color:var(--color-charcoal-tint);input{border:2px solid var(--color-storm);&:checked{border-color:var(--color-charcoal);border-width:5px}}}.radio-group-module--small--1c4e7{input{height:1.6rem;width:1.6rem;&:checked{border-width:4px}}label{font-size:1.4rem}}.radio-group-module--errorLabel--c8a32{color:var(--color-error-red);margin-bottom:1.7rem;margin-top:.8rem;-webkit-user-select:none;user-select:none}.radio-group-module--error--73c79{input{border-color:var(--color-error-red)}}.radio-group-module--disabled--ca5d9{input{background:var(--color-background-default-disabled);border-color:var(--color-border-default-disabled);cursor:not-allowed;&:checked{border-color:var(--color-border-default-disabled);border-width:2px}}label{cursor:not-allowed}}.toggle-module--toggle--b403f{align-items:center;display:flex;gap:1.2rem;justify-content:space-between}.toggle-module--toggle--b403f.toggle-module--wide--9d2c6{gap:0}.toggle-module--toggleButtonContainer--3f3f0{background-color:var(--color-sand-tint);border-radius:4px;display:flex;gap:.8rem;padding:4px}.toggle-module--wide--9d2c6 .toggle-module--toggleButtonContainer--3f3f0{width:100%}.toggle-module--toggleButton--6071f{align-items:center;background-color:var(--color-transparent);border:1px solid var(--color-transparent);border-radius:4px;color:var(--color-gray-70);cursor:pointer;display:flex;flex:1 1;justify-content:center;min-height:3.5rem;min-width:3.5rem;padding:0;transition:all .2s ease-in-out;>svg{fill:currentColor;height:2.4rem;transition:all .2s ease-in-out;width:2.4rem}&:focus-visible{outline:1px dashed var(--color-charcoal);outline-offset:2px}}.toggle-module--lightVariant--bae00 .toggle-module--toggleButtonContainer--3f3f0{background-color:var(--color-white);border:1px solid var(--color-gray-40)}.toggle-module--lightVariant--bae00 .toggle-module--toggleButton--6071f{color:var(--color-charcoal)}.toggle-module--rounded--70972 .toggle-module--toggleButton--6071f,.toggle-module--rounded--70972 .toggle-module--toggleButtonContainer--3f3f0{border-radius:100rem}.toggle-module--toggleButton--6071f.toggle-module--selected--ffea6{background-color:var(--color-white);border:1px solid var(--color-charcoal);color:var(--color-charcoal)}.toggle-module--lightVariant--bae00 .toggle-module--toggleButton--6071f.toggle-module--selected--ffea6{background-color:var(--color-sand-shade);border-color:var(--color-sand-shade)}.toggle-module--text--d4f73{font-size:1.6rem;font-weight:500;line-height:1.5;margin:8px}.toggle-module--text--d4f73.toggle-module--short--36f23{font-size:1.2rem;line-height:1.2;margin:0}.toggle-module--toggleButtonContainer--3f3f0.toggle-module--short--36f23{align-items:center;max-height:4.4rem;padding:3px}.toggle-module--lightVariant--bae00 .toggle-module--toggleButton--6071f.toggle-module--short--36f23{max-height:32px}.toggle-module--lightVariant--bae00 .toggle-module--toggleButton--6071f.toggle-module--selected--ffea6.toggle-module--lavender--fa762{background-color:var(--color-lavender)}.toggle-module--pricing--b0b21 .toggle-module--toggleButton--6071f.toggle-module--selected--ffea6{background-color:var(--color-charcoal);color:var(--color-white)}.toggle-module--pricingText--424dc{font-size:1.4rem!important;font-style:normal;font-weight:500;line-height:20px}.toggle-module--darkVariant--85dab .toggle-module--toggleButtonContainer--3f3f0{background-color:var(--color-dark-charcoal)}.unified-search-input-module--unifiedSearch--a43fd{flex-direction:column;margin-bottom:1rem;position:relative;width:100%}.unified-search-input-module--unifiedSearch--a43fd.unified-search-input-module--dark--6659f{color:var(--color-charcoal)}.unified-search-input-module--searchIcon--e7680{height:2.4rem!important;left:1.2rem;position:absolute;top:calc(50% - 1.2rem);width:2.4rem}.unified-search-input-module--cancelIcon--23a89{height:1.6rem;width:1.6rem}.unified-search-input-module--cancelButton--38f1c{background-color:var(--color-transparent);border:0;border-radius:2px;cursor:pointer;height:1.6rem;opacity:1;padding:0;pointer-events:all;position:absolute;right:1.2rem;top:calc(50% - .8rem);transition:opacity .2s ease-in-out;width:1.6rem;&:focus-visible{outline:1px dashed var(--color-charcoal);outline-offset:2px}}.unified-search-input-module--input--d0854{background-color:var(--color-white);border:1px solid var(--color-gray-70);border-radius:6px;color:var(--color-charcoal);padding:1rem 3.6rem 1rem 4.4rem;width:100%;&::placeholder{color:var(--color-gray-90)}&:focus-visible{outline:1px dashed var(--color-charcoal);outline-offset:2px}&:placeholder-shown+.unified-search-input-module--cancelButton--38f1c{opacity:0;pointer-events:none}}.unified-search-result-grid-item-module--truncate--3cfb7 .unified-search-result-grid-item-module--description--21f74{-webkit-line-clamp:3;-webkit-box-orient:vertical;display:-webkit-box;overflow:hidden}.unified-search-result-grid-item-module--description--21f74{margin-bottom:1.6rem}.unified-search-result-grid-item-module--truncate--3cfb7 .unified-search-result-grid-item-module--title--11631{-webkit-line-clamp:2;-webkit-box-orient:vertical;display:-webkit-box;overflow:hidden}.unified-search-result-grid-item-module--title--11631{margin-bottom:.8rem;text-decoration:none}.unified-search-result-grid-item-module--divider--0ffa8{border-bottom:1px solid var(--color-sand-shade);flex-grow:1;margin-bottom:1.6rem}.unified-search-result-grid-item-module--pillType--164b2{margin-bottom:1.6rem}.unified-search-result-grid-item-module--searchResult--04d02{background-color:var(--color-white);border-radius:8px;box-shadow:8px 0 0 0 rgba(141,6,6,.5);box-shadow:0 6px 12px 0 rgba(0,0,0,.11);color:var(--color-charcoal);display:flex;flex-direction:column;outline:1px solid transparent;padding:1.6rem;position:relative;text-decoration:none;transition:.2s ease}.unified-search-result-grid-item-module--searchResult--04d02 mark{background:transparent;font-weight:700}.unified-search-result-grid-item-module--searchResult--04d02:hover{box-shadow:1px 1px 9px #dbdbdb!important;transform:scale(1.03)}.unified-search-result-grid-item-module--searchResult--04d02.unified-search-result-grid-item-module--onDarkBackground--999bb:hover{box-shadow:1px 1px 9px var(--color-dark-charcoal)!important}.unified-search-result-grid-item-module--gettingStarted--ea2f0{border-left:8px solid var(--color-core-sky-500)}.unified-search-result-grid-item-module--quickGuide--a1b7f{border-left:8px solid var(--color-lavender)}.unified-search-result-grid-item-module--bestPractice--332c7{border-left:8px solid var(--color-poppy)}.unified-search-result-grid-item-module--liveTraining--905ce{border-left:8px solid var(--color-charcoal)}.unified-search-result-grid-item-module--course--3d67d{border-left:8px solid var(--color-sage)}.unified-search-result-grid-item-module--certificate--287f5{border-left:8px solid var(--color-lemon);.unified-search-result-grid-item-module--title--11631{text-wrap:pretty;max-width:150px}}.unified-search-result-grid-item-module--courseStatus--209cb{align-items:center;display:flex;gap:10px}.unified-search-result-grid-item-module--postContent--3aad1{display:flex;justify-content:space-between}.unified-search-result-grid-item-module--partnerPill--7c760{align-items:center;background-color:#000;border-radius:14px;display:flex;gap:10px;padding:4px 8px}.unified-search-result-grid-item-module--badge--acf3e{margin-right:16px;max-height:59px;max-width:59px;position:absolute;right:0}.unified-search-result-list-item-module--description--bf682{-webkit-line-clamp:3;-webkit-box-orient:vertical;display:-webkit-box;margin-bottom:.8rem;overflow:hidden}.unified-search-result-list-item-module--title--b0466{display:block;margin-bottom:.4rem;padding:0;text-decoration:underline}.unified-search-result-list-item-module--searchResult--93cc2 mark{background:transparent;color:inherit;font-weight:700}.unified-search-result-list-item-module--searchResult--93cc2{color:inherit}.unified-search-results-module--title--53c43{border-bottom:1px solid var(--color-sand);margin-bottom:1.6rem;padding:1.6rem 0 .8rem}.unified-search-results-module--searchResults--fc514{container-name:searchResults;container-type:inline-size;width:100%}.unified-search-results-module--searchResults--fc514.unified-search-results-module--dark--a3c7d .unified-search-results-module--title--53c43{border-color:var(--color-gray-70)}.unified-search-results-module--grid--d88e7{column-gap:4.2rem;display:grid;grid-template-columns:minmax(27rem,1fr);margin-bottom:2rem;row-gap:4rem;@container (min-width: calc(27rem * 2 + 4.2rem)){grid-template-columns:repeat(2,minmax(27rem,1fr))}@container (min-width: calc(27rem * 3 + 4.2rem)){grid-template-columns:repeat(3,minmax(27rem,1fr))}@container (min-width: calc(26.8rem * 4 + calc(3 * 4.2rem))){grid-template-columns:repeat(4,minmax(26.8rem,1fr))}}.unified-search-results-module--list--5affd{display:flex;flex-direction:column;gap:4rem;margin-bottom:2rem}.unified-search-results-module--viewAllButton--c3dff{margin-bottom:3.2rem}.unified-search-results-module--viewMoreButton--a8cc5{margin-top:1.6rem}.unifiedSearchNoResults-module--unifiedSearchNoResults--624bf{padding-top:1.2rem}.unifiedSearchNoResults-module--title--8ecd3{font-size:1.8rem;font-weight:500;line-height:2.8rem;padding-bottom:.8rem}.unifiedSearchNoResults-module--subTitle--7196e{margin-bottom:4rem}.unifiedSearchNoResults-module--suggestedSearchesTitle--7cfd7{font-size:1.8rem;font-weight:500;font-weight:400;line-height:2.8rem;margin-bottom:.5rem}ul.unifiedSearchNoResults-module--suggestedSearches--41280{list-style-type:none;padding:0;li{align-items:center;display:flex;gap:.8rem;margin-bottom:1.6rem;svg{height:20px;margin-top:3px}}}.checkbox-module--checkboxContainer--20824{--color-border-default-disabled:#959697;--color-background-default-disabled:#eaedef;display:flex;gap:1.6rem}.checkbox-module--checkbox--d49b4{position:relative;label{cursor:pointer;font-size:1.6rem}.checkbox-module--checkboxLabel--5b6f9.checkbox-module--error--2ba0c{border-color:var(--color-error-red)}.checkbox-module--checkboxLabel--5b6f9{background-color:inherit;border:2px solid;border-color:inherit;border-radius:.6rem;height:2rem;margin-top:.3rem;position:absolute;width:2rem}input[type=checkbox]{visibility:hidden}input[type=checkbox]:checked+.checkbox-module--checkboxLabel--5b6f9{background-color:inherit;border-color:inherit}input[type=checkbox]:checked+.checkbox-module--checkboxLabel--5b6f9:after{opacity:1}}.checkbox-module--dark--2d6f3{color:var(--color-white);.checkbox-module--checkboxLabel--5b6f9{border:2px solid var(--color-white)}.checkbox-module--checkboxLabel--5b6f9:after{border:2px solid var(--color-charcoal);border-right:none;border-top:none;content:"";height:.5rem;left:.3rem;opacity:0;position:absolute;top:.4rem;transform:rotate(-45deg);width:1rem}input[type=checkbox]:checked+.checkbox-module--checkboxLabel--5b6f9{background-color:var(--color-white);border-color:var(--color-white)}}.checkbox-module--light--85984{color:var(--color-charcoal);.checkbox-module--checkboxLabel--5b6f9{border:2px solid var(--color-gray-70)}.checkbox-module--checkboxLabel--5b6f9:after{border:1.5px solid var(--color-white);border-right:none;border-top:none;content:"";height:.5rem;left:.3rem;opacity:0;position:absolute;top:.4rem;transform:rotate(-45deg);width:1rem}input[type=checkbox]:checked+.checkbox-module--checkboxLabel--5b6f9{background-color:var(--color-charcoal);border-color:var(--color-charcoal)}}.checkbox-module--small--a2292{.checkbox-module--checkboxContainer--20824{gap:1rem}.checkbox-module--checkboxLabel--5b6f9{height:1.6rem;width:1.6rem}label{font-size:1.4rem}.checkbox-module--checkboxLabel--5b6f9:after{left:.1rem;top:.2rem}}.checkbox-module--error--2ba0c{color:var(--color-error-red)}.checkbox-module--disabled--638c7{.checkbox-module--checkboxLabel--5b6f9{background:var(--color-background-default-disabled);border-color:var(--color-border-default-disabled)}label{pointer-events:none}}.tableOfContents-module--tableOfContents--8cbb7{position:sticky}.tableOfContents-module--tableOfContents--8cbb7 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Como criar um fluxo de retorno | Central de ajuda Klaviyo O que você vai aprender O que você vai aprender
Saiba como criar uma série de e-mails enviados a clientes que se envolveram anteriormente com a sua marca, mas não interagiram com o senhor por um determinado período de tempo. Um fluxo de retorno é uma parte essencial da retenção de clientes e do marketing de ciclo de vida, e não ter um fluxo de retorno é deixar dinheiro na mesa. Em média, é cinco vezes mais caro adquirir um novo cliente do que reter os clientes existentes e incentivar a repetição de pedidos.
Um dos principais pontos a serem considerados em um fluxo de retorno é quando o e-mail inicial deve ser enviado. A maioria dos clientes espera entre as compras, mas a duração de um ciclo de compra típico depende do seu setor e dos produtos que o senhor vende. Por exemplo, uma empresa que vende sofás terá um ciclo de compra muito mais longo do que uma que vende xampu. O fluxo deve ter como alvo apenas aqueles que não se envolveram com o senhor por mais tempo do que o ciclo de compra médio da sua empresa.
Neste guia, discutiremos as melhores práticas para a criação de um fluxo de winback.
Entenda seus produtos e clientes Entenda seus produtos e clientes
Antes de começar a criar seu fluxo de retorno, o senhor deve entender o ciclo de compra típico de seus clientes. Se o senhor atender às qualificações do recurso de análise preditiva da Klaviyo , poderá obter facilmente essas informações para os segmentos de clientes.
Para obter o ciclo de compra médio de seus clientes recorrentes:
Crie um segmento de todos que fizeram pelo menos 2 compras nos últimos 2 anos usando a definição O que alguém fez (ou não fez) > Placed Order > é pelo menos 2 > ao longo de todo o tempo .
Exporte esse segmento para um arquivo CSV e calcule a média da coluna Average Time Between Orders (Tempo médio entre pedidos ).
Se a análise preditiva ainda não estiver disponível para os perfis de seus clientes, entre na mentalidade deles fazendo as seguintes perguntas:
Quando o senhor gostaria de fazer o próximo pedido?
Quando o senhor precisaria de mais do produto?
Por exemplo, o senhor gostaria de ter mais do item antes que ele se esgotasse ou poderia ficar sem ele por um determinado período de tempo? Se o condicionador for o produto, o senhor provavelmente vai querer mais assim que ele começar a ficar muito baixo, e vai precisar dele logo depois que ele acabar.
Responder a essas perguntas ajuda o senhor a determinar o prazo de compra de seus clientes.
Você usa o Buy with Prime da Amazon? Você usa o Buy with Prime da Amazon?
Se você estiver usando o Buy with Prime para efetuar o pagamento e o processamento de qualquer produto em sua loja, faça o seguinte:
Integre o Buy with Prime com o Klaviyo para trazer os dados do Buy with Prime para sua conta Klaviyo.
Crie dois fluxos de retorno separados: um acionado pelo evento Placed Order de sua plataforma de comércio eletrônico e outro acionado pelo evento Placed Order da Buy with Prime para contabilizar os clientes que fizeram o pedido original com a Buy with Prime. Para saber como criar o fluxo de retorno da sua plataforma de comércio eletrônico, o senhor deve continuar acompanhando este artigo. Para seu fluxo de retorno do Buy with Prime, leia Como criar um fluxo de retorno para o Amazon Buy with Prime .
Quando o senhor criar o fluxo de winback da plataforma de comércio eletrônico (pré-construído a partir da biblioteca de fluxos ou do zero), adicione o seguinte filtro de perfil para excluir os clientes que fizeram compras via Buy with Prime de receberem mensagens incorretas:
Fez pedido (Buy with Prime) zero vez desde que iniciou este fluxo.
Configuração do fluxo de retorno Configuração do fluxo de retorno
Se o senhor tiver uma integração de comércio eletrônico, um fluxo de retorno será preenchido automaticamente em sua conta. O senhor pode usar esse fluxo ou excluí-lo se preferir usar um dos fluxos de winback padrão da Biblioteca de fluxos.
Também é muito simples criar seu próprio fluxo de winback.
Em sua conta Klaviyo, vá para a guia Flows (Fluxos) no lado esquerdo.
Clique em Create Flow (Criar fluxo ).
Clique em Create From Scratch . Será exibida uma janela pop-up na qual o senhor poderá nomear o fluxo e selecionar as tags que deseja que ele tenha.
Quando estiver pronto, selecione Create Flow (Criar fluxo ).
Para o acionador de fluxo, selecione Todos os acionadores > Metric > Placed Order .
Adicione um filtro de perfil que detalhe o pedido colocado zero vezes desde o início desse fluxo .
Clique em Salvar .
Inclua seu atraso inicial e defina-o como um pouco mais longo do que o ciclo de compra médio de sua empresa para dar aos seus clientes algum tempo de folga.
Crie seu conteúdo de e-mail. A seguir, apresentamos as práticas recomendadas sobre o que incluir (e não incluir).
Criação de conteúdo de retorno Criação de conteúdo de retorno
Os e-mails de fluxo de retorno incentivam os clientes que perderam o contato com a sua marca a se envolverem novamente. Oferecer descontos é uma maneira de conseguir isso, mas o texto dos e-mails também deve ter o tom certo e fornecer o conteúdo certo.
As práticas recomendadas incluem:
Informe aos clientes que o senhor percebeu que eles saíram
Personalize-o por meio de tags de modelo
Informar os clientes sobre as últimas atualizações (por exemplo, novos produtos)
Incluir um incentivo ou desconto
Crie um senso de urgência (por exemplo, coloque um limite de tempo para o incentivo que está oferecendo)
Solicitar a quem não estiver interessado que cancele a assinatura/altere suas preferências
Evite sobrecarregar os clientes com muitos e-mails
Faça com que cada e-mail seja o mais envolvente possível
Crie uma linha de assunto interessante e personalize seu texto de visualização
Torne seu conteúdo visualmente interessante
Recomendamos manter seu fluxo de retorno em três e-mails por destinatário e considerar o seguinte padrão de práticas recomendadas:
E-mail nº 1 E-mail nº 1
O primeiro e-mail dessa série deve ser um ponto de contato leve e o mais curto da sequência. Inclua alguns produtos selecionados, de três a seis de seus produtos mais vendidos ou dos últimos lançamentos. Além disso, é uma boa ideia oferecer um incentivo aos clientes que perderam a assinatura.
Abaixo, o senhor pode ver um exemplo que usa um componente Product Block para exibir quatro dos produtos mais vendidos.
O senhor pode alterar o número de itens exibidos, bem como as linhas e colunas do lado esquerdo.
Além disso, o senhor pode optar por preencher os produtos de um determinado feed ou selecionar produtos específicos do seu catálogo clicando em Static > Add Products . Para a última abordagem, escolha seus produtos e clique em Add Products .
E-mail nº 2 E-mail nº 2
O segundo e-mail deve funcionar como um lembrete para seus clientes sobre o incentivo do primeiro e-mail, bem como um senso de urgência (por exemplo, definindo uma data de validade para o desconto). Nesse e-mail, adicione produtos diferentes do seu primeiro e-mail - se o senhor incluiu anteriormente alguns de seus produtos mais vendidos, adicione alguns de seus lançamentos mais recentes.
Esse e-mail também pode ser mais longo do que o primeiro, dando ao senhor a oportunidade de fornecer mais detalhes. Faça com que o senhor e o e-mail sejam o mais envolventes possível. Para chamar a atenção do leitor, o senhor pode mostrar uma imagem de seus funcionários para fazer com que a empresa pareça mais humana e sua mensagem mais pessoal. Outra opção é projetar o e-mail para retratar suas informações de uma maneira fácil de ler e visualmente interessante. Este e-mail da Ballard Designs mostra um exemplo.
E-mail nº 3 E-mail nº 3
No terceiro e-mail, o senhor deve ter uma última chamada à ação para que os clientes voltem a se envolver, alterem suas preferências de e-mail ou cancelem a assinatura. Lembre ao seu público que essa é a última chance de aceitar sua oferta.
Além disso, inclua um link de cancelamento de assinatura em destaque. Ter um é uma exigência legal e a melhor maneira de evitar que assinantes não engajados prejudiquem sua capacidade de entrega - é sempre melhor que alguém cancele a assinatura do que não se envolva com suas mensagens ou as marque como spam.
Otimizando seu fluxo Otimizando seu fluxo
O senhor pode achar útil criar diferentes fluxos de retorno para diferentes tipos de clientes. Por exemplo, o senhor pode querer ter um fluxo de retorno especial para seus clientes VIP ou clientes que gastaram uma quantia X de dinheiro em sua loja. Além disso, o senhor pode criar ramificações separadas dentro do mesmo fluxo usando qualquer uma das propriedades abaixo em uma divisão de gatilho . Aqui estão alguns filtros adicionais que o senhor pode adicionar:
Clientes que gastaram uma quantia X de dinheiro em um período Y de tempo
Clientes que fizeram um número X de compras em um período Y de tempo
Clientes que estiveram ativos em seu site há X dias
Clientes que abriram um e-mail há X dias
O Apple Mail Privacy Protection (MPP), que foi lançado com o iOS15 e atualizações para outros dispositivos Apple, pode levar a taxas de abertura inflacionadas devido a alterações na forma como recebemos dados de taxas de abertura.
Se o senhor estiver acionando fluxos a partir das próprias aberturas, sugerimos a criação de um relatório personalizado que inclua uma propriedade MPP para analisar essas aberturas afetadas. O senhor também pode identificar essas aberturas em seus segmentos de assinantes individuais.
Outra opção é dividir seu fluxo ou criar fluxos separados para diferentes categorias de produtos, como no exemplo abaixo. Se algum de seus itens for reabastecido com um ciclo de compra definido, o senhor poderá excluí-lo do fluxo de retorno e, em vez disso, criar um fluxo de reabastecimento separado para ele.
Para encontrar os melhores horários, linhas de assunto e conteúdo, é importante testá-los um a um. As divisões condicionais e os testes A/B permitem que o senhor otimize esses fatores e personalize o fluxo para seu público específico.
Por exemplo, tente dividir seu fluxo com base no fato de os destinatários terem aberto e clicado recentemente em uma mensagem de e-mail ou SMS. Em seguida, o senhor pode alterar os intervalos entre os e-mails ou o conteúdo do e-mail com base nessas informações. Por exemplo, o senhor pode alterar os intervalos entre os e-mails para que sejam um pouco mais curtos para aqueles que se envolveram mais recentemente, comparando o desempenho deles com o do restante dos destinatários do seu fluxo. Como alternativa, o senhor pode querer testar se o envio de menos mensagens é mais eficaz para os assinantes que abriram ou clicaram em um e-mail nos últimos 30 dias, em comparação com o envio de todas as três.
Outra opção é alterar a mensagem de acordo com o número de pedidos que o assinante fez anteriormente. Por exemplo, se alguém tiver feito três ou mais compras, talvez o senhor queira ver o desempenho de seus melhores produtos em relação aos recém-chegados no primeiro e no segundo e-mail, respectivamente.
À medida que o fluxo de winback continua a ser executado, o senhor pode testar outros aspectos para melhorar o fluxo e adaptá-lo ao seu público.
Recursos adicionais Recursos adicionais
Saiba mais sobre o teste A/B de um fluxo de e-mail.
Saiba mais sobre como personalizar suas mensagens:
Obtenha mais detalhes sobre a criação de fluxos no Klaviyo:
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