Imagine if you’re a shop keeper of a brick and mortar shop. You have lots of different ways to tell if a customer is interested in a product. Sometimes the person will come into the store to pick up an item and read the packaging or even poke and prod at it. Sometimes they’ll even come to you and ask you a rambling set of questions about a particular item.
But once in a while, you’ll notice a strange phenomena. There’s always those people that seem to come into your store multiple times for the same product simply because they want to see it again and again to satisfy their nagging desire for it!
Selling on ecommerce works the same way. There are lots of different signals that say, “I’m interested in buying.” One of the most obvious signals is an abandoned cart. Almost everyone does the same thing at this point too: send an email and ask for a purchase for those that abandon their carts.
However, for those people that keep coming back but not purchase despite all the abandoned cart emails you’ve been sending, and maybe all the retargeting ads hovering over them, well, they are a bit special and they might need just a little more nudging.
Do we really want to send that same abandoned cart to that customer yet again? Maybe the first few will motivate people to buy, but what about the ones who’ve been to the site multiple times, and missed your abandoned cart emails?
Or worse yet, they clicked on the abandoned cart email but STILL haven’t made the purchase but still come back again and again? We know that person is REALLY interested. We don’t want to miss them. Here’s how we can get that person to come back and buy!
The Setup Requirements
- Shopify Integration
- 3 Emails
- Super Valuable Incentive
Configuring the Flow “Triggers and Filters”
First, inside of Klaviyo, click on Flows in the Sidebar Navigation.
Now click on the “Create Flow” Button.
Type a Name, and then Click on the “Create Flow” Button.
Click on the “Metric” Option for the Trigger Setup.
Start the Trigger When Someone has been “Active on Site.”
Then Select the “Flow Filters” Option in the Flow Trigger.
Then click “Add to flow filter” Button.
We’re going to create four filters joined by “AND” conditions.
The First Filter:
Person has “Active on Site” “is greater than 5” “in the last 30 days.”
The Second Filter:
Person has “opened email” “zero times” “in the last 7 days.”
The Third Filter:
Person has “started checkout” “at least once” “in the last 30 days.”
The Fourth Filter:
Person has “placed order” “zero times” “in the last 30 days.”
Then click “Save”
Then click “Save & Exit.”
How it Works
First, Klaviyo is checking if someone has been active at least 5 times in the last 30 days. Second, it’s checking if the person has opened email in the last 7 days, and then if the person has started a checked out in the last 7 days, and finally, a safety check filter to make sure that person hasn’t checked out or made a purchase yet.
The reason we do this is so we can deliver that “extra push” for customers who definitely want that item, but might be waiting for that “extra special” deal to get that person over the edge. We wouldn’t want to do this for everyone and we want it to be hard to activate – this is for that special person who just can’t commit, but have come back multiple times. You can pick a higher number than 5 times, or even less, but pick a number (or build some segments to see how many people qualify) that you think is hard to achieve but has enough users to trigger this flow.
We want to send it to someone who has been super active on the site, considered purchasing, but hasn’t even bothered to look at any emails we’ve sent in the last 7 days. This email should be something that pushes someone over with a Super Valuable Incentive. For example, If you typically offer 15% off, then this should be something like “Just for you, a one time deal: 20% Off + Free Shipping!” for the headline. It should grab someone and get that person to commit right then and there because the offer is just too good to pass up and designed just for them.
This kind of abandoned cart is specifically for those customers that we all know we have seen in real life. This person comes to the store 5 times in a month, looks at a product, and for whatever reason takes it out of their shopping cart before they hit the cashier. If you only had their phone number or knew some way to reach the customer, you know a good offer will get them to come back one last time to make that purchase.
This is not a “hail mary” type email, this is a “I noticed you and I know that first deal wasn’t quite good enough, so here’s something that I hope is the right deal for you.”
The email should be written in a more personal and genuine manner, as if you actually remembered that person coming to the store and you’re doing something nice just for that person.
You’ll convert those people who you make feel special. As if they’re real people on the other end of the email that you care about. People who get more than just another typical abandoned cart.