How To Optimize Klaviyo Flows: Advanced Tips

This guide is for brands who are ready to optimize Klaviyo flows that they already have setup.

If you’re just getting started with setting up your email flows, we recommend checking out this post instead to learn where to start

Ways To Optimize klaviyo Flows

Segmentation: Use segmentation features to target specific groups within your flows. For example, you can send different welcome emails to VIP customers and new subscribers. As a rule of thumb, customers and non-customers should always receive different types of customer journeys.
A/B Testing: Test different elements of your emails, such as subject lines, copy, images, offers, and CTAs, to see what resonates best with your audience. Klaviyo’s A/B testing feature can end tests based on significant results, and is very robust for testing a variety of options. Use this on emails in your high traffic flows like Site Abandonment, Abandoned Checkout and Browse Abandonment. Make sure you’re only testing 1 variable at a time.
Personalization: Use dynamic content and data tags to personalize your emails. Personalized emails can include the customer’s first name, recommended products based on past purchases, or specific offers depending on whether they’ve purchased something specific in the past. A common example would be splitting up your post purchase flow for someone who has purchased a specific item (like bread), and then retargeting them with a specific product that suits (like butter!).

Multi-Channel Flows: Incorporate SMS and push notifications into your flows for a multi-channel approach. For instance, follow up an abandoned cart email with an SMS reminder. You can use these to trigger before your emails, usually 10-30 minutes after the user has abandoned their checkout.
Behavioral Targeting: Use data-driven insights to trigger flows based on customer behavior, such as viewing a specific product category multiple times or frequently engaging with your content. These people are more likely to be interested in what you’re selling, so send them more emails, or more attractive offers. Common example: offering an automated discount only to people who have a cart value that is 2x your AOV.
Event-Based Flows: Set up flows based on specific events, like birthdays, anniversaries, or seasonal sales. You can get creative with custom properties by asking people certain questions that you’d find useful. For example, if someone told you their favorite color was blue, and you’re a fashion brand, you can enrol them into a flow that covers “the best of [brand name] in blue”, which features all of your blue colored products.

Start Simple: Start with simple flows and gradually add complexity as you become more comfortable with Klaviyo’s features.

You might hear some brands/ agencies refer to this as “endless expansion”, and it basically means becoming more and more defined with the people you’re targeting.
Be Consistent: Ensure your brand voice and design are consistent across all emails, but also you need to ensure your OFFERS make sense.

E.g, don’t have a discount on every single email. Only offer them to people who’ve never purchased before, and give VIP customers exclusive access to things that others can’t get.
Value-Driven Content: Focus on providing value in your emails, even though they’re automated. If someone views a specific product that requires a lot of information to understand how to use properly (such as a certain cleaning product, or piece of tech to build a specific device), why not retarget them with useful information to help them understand it better?
Compliance: Make sure your flows comply with email marketing laws and regulations, such as GDPR and CAN-SPAM.

This often means understanding the difference between implicit and explicit consent.