Hello Community!
With BFCM fast approaching I wanted to start a discussion around flow customizations for the weekend.
There are a few obvious points, for example:
- Update the content within your flows to reflect the incentive or value prop you are providing for BFCM and make the templates appear more holiday themed/inspired.
Outside of that though another great example would be to update an abandoned cart flow to reduce the time delays between each email. Our default time delays for an abandoned cart flow are 4 hours before the first email and 20 hours after that for the second. Given the urgency often experienced during BFCM it may be a good idea to condense these interactions and accelerate the communications with the customer. For example update the time delays to be 1 hour after the started checkout and 4-6 hours after the first email that the customer would receive a follow up.
Of course keep an eye on the data that results from any change to ensure that we are not unnecessarily spiking unsubscribe or spam reports from increasing communications. This may be a great time to use some AB testing.
Another example would be to update your post purchase flow to include a split looking particularly for first time purchasers during Cyber Weekend. From there we can try and offer further incentives for a second purchase down the road to encourage retention and customer loyalty.
Comment on this post with any flow customizations that you have planned for BFCM or any questions you may have headed into the weekend.
Best,
Bill Hamilton
Klaviyo Growth Team
