Welcome! So you’re using Klaviyo, and want to know how your account is performing. An audit is a great tool to assess your performance. This is Part 2 of a series of Community posts that will walk you through an audit of your Klaviyo account. Let’s get started!
Have You Set Up These 4 Key Flows?
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Welcome series: Introduces new newsletter subscribers to your brand and products
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Abandoned cart: Reminds shoppers to complete their purchase
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Browse abandonment: Reminds a visitor of an item they recently viewed on-site
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Post-purchase: Follows up with the customer after their purchase, often thanking them for their order or asking for feedback
We recommend setting up these flows first, because they have high engagement and help build your sender reputation as you warm your account. They also create a good customer experience right at the start of a customer’s journey with you. With those in place, take your marketing strategy to the next level with the following flows:
Level Up with These Strategic Flows
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Customer winback: Catch customers before they churn and encourage another purchase
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Cross-sell/upsell: Recommend products based on your customers’ purchase history
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Birthday: Celebrate your subscribers’ birthdays and build loyalty
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Sunset flow: Encourage unengaged subscribers to engage with your messages and phase out those who no longer want to receive your messaging
Analyze and Improve Your Flows
Having these flows in place is a great way to set yourself up for success. Your next step is to understand your data and use it to improve your strategy in the future.
In Part 1, we look at some baseline benchmarks for email performance. Dig deeper into low-performing flow analytics on the message level. Questions to ask are:
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Is one message underperforming or is there low performance across the entire flow?
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What metrics can improve? Look at open rate, click-through rate, conversion rate, spam complaint rate, bounce rate, and unsubscribe rate.
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Not seeing many recipients? Check who was skipped and why for insight.
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Does one message perform better than average?
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What is different about this message and how can you replicate this success across other messages?
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Pro Tip: Focus your energy on high-performance flows first. If you notice, for example, that your welcome series and your sunset flow perform poorly, focus on your welcome series first, as it has a higher impact on your bottom line.
Setting up these flows creates customer touchpoints throughout their journey with you. In Part 3, we’ll take a look at campaigns!
