The Benefits of Automated Email Flows

In e-commerce, every click matters. Generating a staggering 70.5% higher open rate and 152% higher click-through rate than one-size-fits-all email campaigns, automated flows might just be the key to converting leads to customers.

From abandoned cart recovery to personalised onboarding journeys, we've uncovered the myriad of benefits that shape customer engagement and conversion rates. Automated sequences have reshaped the way brands connect with their audience, and they could just do the same for you.

What is an automated flow?

Email flows are sent out as a result of personalised triggers to shepherd customers along their unique journeys. These tailored sequences are directed at chosen audiences to increase efficacy and drive conversion.

To ensure that messages remain pertinent and precise, automation is pivotal. Such flows encompass a series of strategically timed emails, each serving as a prompt designed to guide subscribers toward the conversion point.

How to Use Automated Email Flows

Welcome messages

Any helpful information about your brand, as well as trending products, can be forwarded in a welcome email. This should be sent immediately after customers have signed up and can be used to create a sense of community with your brand and potential customers. 

Abandoned cart flows

Using emails to encourage people to finish purchasing can help re-initiate lost customer journeys. Emails like this often include promotion codes or a "last chance" narrative to generate a feeling of urgency.

Product suggestions. 

After purchase, you can send customers similar products that might benefit their recent purchase. This way of upselling is more personal and likely to resonate with existing customers.

Send win-back emails with Klaviyo.

Win-back emails focus on “lost” clients. Once you’ve figured out the reason they haven't finalised a purchase or returned to your site, you can use this information to re-engage.

Implement A/B testing

Klaviyo email flows are continuous, therefore, readability tests run longer. After analysing, you can select the most efficient layout and even set up a control email to test the flow.

The Benefits of Automated Flows

Personalised Customer Journeys

Automated email flows cater to individual interests, behaviours, and interactions. Through segmentation and data analysis, you can deliver targeted content, recommendations, and promotions that resonate with specific segments of your audience. This personal touch enhances customer satisfaction and boosts conversion rates with perfectly timed send-outs.

Enhanced Customer Engagement

Engagement is the cornerstone of successful marketing. Automated email flows let you engage over time. By setting up drip campaigns, welcome series, and nurturing sequences, you can build and maintain strong connections with your customers. Regular communication keeps your brand at the forefront of their minds, increasing the likelihood of repeat purchases while fostering brand loyalty.

Time and Resource Efficiency

Manual email marketing is time-consuming and resource-intensive. Automated email flows free up your team from repetitive tasks, allowing them to focus on more strategic activities while saving you money. You can schedule emails in advance, set triggers based on user actions, and let the automation take care of the rest. This not only saves resources but also means emails are sent at optimal times for maximum impact.

Consistent and Relevant Messaging

Maintaining a consistent brand message across various touchpoints is essential for building trust. Automated flows enable a cohesive and relevant messaging strategy. This consistency reinforces your identity and keeps audiences engaged and informed.

Data-Driven Insights

Automation isn't just about sending emails; it's also about gathering insights. With automated flows, you can track open rates, click-through rates, conversion rates, and more. This data provides a clear picture of what's working and what isn't, allowing you to refine your strategies and optimise your campaigns for better results.

Abandoned Cart Recovery

Cart abandonment is a common challenge in e-commerce. Automated flows address this by sending timely reminders to customers who have left items in their carts. These can include personalised incentives like discounts or free shipping, motivating customers to complete their purchases.

Scalability

As things grow, maintaining personalised communication becomes more challenging. Email flows provide a scalable solution to this problem. Whether you have 100 subscribers or 100,000, automation ensures that each subscriber receives the right message without overwhelming your team.

Final Thoughts

In a world where communication is key and efficiency is paramount, automated flows are a game-changer for e-commerce businesses of all sizes. By seizing personalised journeys, enhancing engagement, saving time, providing insights, and addressing common challenges, automated flows empower you to build stronger relationships and drive growth. Embrace this technology and watch your marketing efforts reach new heights. 

For help getting starting with your Klaviyo flow set up, get in touch with our team.