Welcome series setup

@Dov 

1. So you are saying that the flow is just a short term engagement with non purchasers?  I want an email series that is more medium to long term providing ongoing tips and promotion emails. So how can I achieve that just with a flow that only has around 4 or 5 emails?

2. How many emails do you recommend having in the welcome flow?

3. You say that they can be put into other flows but the only way that can happen is if they trigger the action to go into another flow. The only other non customer flows are abandoned cart or browsing and the rest seem to be for customers. So how do I stay in touch with non purchasers more medium/long term if they don’t get into those other 2 flows? Is it purely through campaign messages? How often should campaign messages be sent/once a week, more?

4. Also, I am still not sure of the value of having a welcome series flow that splits into customer vs non customer. In future, customers are already likely to be subscribed in which case the welcome series popup offering the discount won’t be available to them, but if it is, what am I supposed to write in that first email to a customer in the welcome flow? Offer them the discount code even if they have already purchased something as a customer? It makes no sense to me at all and I can’t see the logic of splitting a welcome flow in customer or non customer as they are only likely to be non customers at that point. 

5. So what is the point of that split if it’s redundant at that stage? Surely customers should be segmented and getting their own tailored flows and campaign messages at the customer stage of their cycle. 

6.  I have linked the signup forms to the “newsletter” but are messages only created within the flows and campaigns and not within the “newsletter” list itself?

7. In the campaign messages section, I can see that the recipients of messages are “Potential Purchasers”, “Win-back Opportunities” and “Newsletter”...so what kind of flows should I be using to get people into the potential purchasers and win back opportunities? What kind of visitors are classed as potential purchasers, those who abandoned carts or something else? And who should be in my win back opportunities list, ie what does that include? 

Thanks

@Dov hi could you respond to my last message please? It will help me to clarify things. 

Hi @Sunil, 

Apologies for the delay here! I would definitely love to hop on and offer some more clarity for you here! 

First, yes, the best use of Flows, and their intended practice, is to be used as short-term, automated messages triggered by a certain user event or action. As @Dov mentioned earlier, I would use campaigns for the purpose of giving users ongoing tips and promotions on whatever cadence is wise and best for your company and brand goals. 

Second, as mentioned above in the orignal content of the topic, based on research from thousands of Klaviyo ecommerce customers, we have found that sending three emails in your welcome flow leads to optimal performance. However, you can change this to four or five if it best fits your brand and you see this sequence performing well. The great part about your Klaviyo journey is you can continually iterate on your experience and fine-tune your strategies for optimal performances. 

Third, yes, those are some of the only non-customer flows that would be triggered by subscribers who haven’t placed an order yet, although you could create others if you wish. However, you primarily would continue sustained communication through campaigns as they are not triggering purchase-related flows. The question of the frequency in which you send campaigns depends on the segment or list of users you send to, how often they want to be/expect to hear from you and at what point you’re at in your brand’s age. It’s considered best practice to always want leave your subscribers wanting to hear from you more and looking forward to your emails then feeling bombarded with constant messages. If you’re just starting out and building customer loyalty, I would consider sending less than more often. Additionally, I’d check out our Understanding Deliverability Best Practices to gain more insight into this. I wonder if @retention or @NJVasic have any thoughts to add on sending frequency? 

Fourth and fifth, hypothetically you could have a form and your website feeding into the same list. This would mean that purchasers and non-purchasers are being fed into the same list and same welcome flow. In which case a conditional split would be needed as two different subscribers are being fed into the same flow. Additionally, each path after the split could have a different tone, warranting the split function. Those who were fed into the flow after purchasing could receive a ‘thank you’ email as they are welcome into the brand, while the non-purchasers are further incentivized to place an order after they receive their discount. Additionally, some klaviyo users add the discount into the flow email, and do not show it immediately upon form submission, which would also warrant the split and non-purchaser vs. purchasers welcome flow. 

Sixth, I might need more clarify here, but your ‘Newsletter’ is the intended audience who would receive your flow messages and campaigns. You created the messages they would receive in when you choose to create a campaign and create flow messages.

Seventh, I would take a look at our article Understanding the Difference between Segments and Lists. Your Newsletter is a List you created, and your other two options are Segments that already created in your Klaviyo account. Segments dynamically pull anyone into a grouping automatically that meet the segment’s conditions. You can find out what their conditions are by clicking into the segment > Conditions or clicking to preview the dropdown in your Lists/Segments section.

You could create a ‘win back’ flow, where you would attach this specific segment to the flow. Anyone who joins this segment will be added to the Flow. A potential idea for the content would be to offer them a discount to entice them to buy again. A same theory could be used for your potential purchasers segment, you could attach it to a flow and whenever someone is added to the segment. ie. meets the segment criteria, your flow would send them a discounted email message that you finally entice these non-buyers to pull the trigger and place an order because they have an offer too good to refuse. 

Finally, I would encourage you to check our our Klaviyo Academy to gain more understand and mastery of the Klaviyo product. Our product can be diverse and our Academy provides incredible courses that can help clarify and recommend best practices for your business. Specifically, I think these classes would be very profitable to take:

• Getting Started with Klaviyo
• Klaviyo Product Certification 
• Guide to Email Personalization

Thanks for being a part of the Community! Hope this helps!

-Taylor 

Hi @Sunil,

Thank you for your reply.

1. On your first point, the only pre-requisite to quality for the flow would be to join that list that triggers the flow. If any given user is in fact already subscribed to another list with your current pop-up settings to not show to existing profiles, then a user who joined another list via a Klaviyo form-fill wouldn’t be able to enter the customer vs. non-customer flow. Also keep in mind there is a distinction between a “customer” (a user who has placed an order) and a “subscriber” (a user who has explicitly filled out a sign-up form or consented to your brand in another way). It’s possible for a user to sign-up and become a subscriber without purchasing anything (being a customer) and vice versa. For example, if a user previously placed an order, and then became a subscriber after the fact, after entering the flow, they would go down the “Yes” path of the split for “Placed Order at least once over all time”.
2. We have a plethora of articles and material on segmentation, I strongly recommend exploring our help center with particular attention to our section on lists and segments for examples and strategy. I also recommend searching the community for segment-related strategy and questions.
3. Yes that definition of a win-back flow is correct. A win-back flow is a series of emails sent to customers who previously engaged with your brand, but have not interacted with you for a certain period of time. I recommend checking out our article on that with more information here. A potential purchaser segment includes anyone who engaged with your brand in the past month but has yet to make a purchase. It is one of our default segments. It includes users who have been “active on site” or clicked an email or viewed a product and not placed an order in the last 30 days. It won’t necessarily include users who abandoned a cart since that is a separate metric “Checkout Started”. In terms of targeting users, you should be setting up discrete flows for each of those scenarios i.e. a “Browse Abandonment” flow triggered off of Viewed Product and a “Abandoned Cart” flow triggered off of Started Checkout. For more information on these topics, I recommend checking out the full-length articles on these flows in our help center. These can be found here and here. 
4. There is no single correct answer here, I recommend looking through this article on the welcome series for some tips and also check out the additional articles section at the bottom of that article for further links to blog articles on the topic. I also recommend searching the community and the help center for welcome series and campaign-sending strategy we have a lot amazing material here to assist.
5. Yes, you can click into the “Add Columns to Email” at the bottom of the template and then select “One” and drag and drop that and the text block will span the entire email

Hello, this was great and very helpful. 

I have one question how do I make my flow active? It does not seem as easy as flicking a switch like the abandoned cart or customer thank you.

It is likely so easy but can not work it out and I want the email sign up mailer live. 

Thank you community 

Hi @David DNACBD,

Thanks for sharing this with us.

I recommend checking out our article How to Enable a Flow to Start Sending which speaks to turning flow emails live. It is no different than turning an abandoned cart or thank you flow live.

If you notice all flow emails are live but no users are entering the flow, I recommend reviewing reasons why a user may not be entering a flow here and here.

I hope that is helpful!