When you have an e-commerce store, you’re always looking for new customers, right? Of course, you are! The thing is, you have a much better source for making me money, and while almost everyone has heard this before, it’s worth repeating: the easiest customers to get to buy again are the customers who bought before. Now, granted, sometimes this won’t work. Your product might be one that people only purchase once, but hopefully you’ve done some decent merchandising and figured out a few of your “core” products, the ones that sell the most and other ones that the customers like to talk about. The objective for this is pretty simple, you want to get your previous purchasers to become repeat purchasers. Here’s how to make this work.
The Setup Requirements
- Shopify Integration
- 1 Email
- An incentive
Configuring the Flow “Triggers and Filters”
First, inside of Klaviyo, click on Flows.
Now click “Create Flow.”
Name the flow and click “Create Flow”
Start the trigger when someone has “Placed Order.”
Then “flow filters.”
Click “Add a Flow Filter”
Start the trigger when someone has “Placed Order” “equals 1” “over all time.”
Person has “opened email” “at least once” in the last 90 days.
Person has “visited site” “zero times” “in the last 90 days.”
Exclude people who are already in this flow in the last 180 days.
Then click “Save & Exit.”
How it Works
First, this is just checking if someone has placed an order only 1 time. This way it automatically excludes anyone who has purchased multiple times. From here, we want to make sure that we’re not including every single person who has only purchased 1 time, we only want people who haven’t been opening emails and people who haven’t visited the site. I’m using the time frame 90 days, but feel free to use a shorter time frame depending on how often you see your best customers purchase. If they purchase weekly, then make it seven days, if they purchase monthly, then make it 30 days, etc. 90 days is just a fairly safe time frame when we’re looking for someone to repeat purchase when they have been super inactive. Finally, we want to make sure that we’re not bombarding this person with the same email. So we’re adding a flow filter that doesn’t continually include someone every 90 days, in this case, we’re giving someone 180 days before they get entered back into this flow again, which essentially means someone will get this email twice a year until another purchase.
Inside the email, we’re just going to show the previous product they bought, with a note along the lines of “Hope you’re loving [Product Name]. We would like to extend an exclusive limited time offer for your next order!”
You’ll set a coupon code that someone can only use with “Specific groups of customers”.
You’ll set a group name of “Single Purchasers” and create a filter for that group that only has single purchasers. This way, it’ll limit the code for customers with only 1 purchase.