Introducing Visual Flows and Flow Branching

flow branching

Automation is at the core of data-driven email marketing. But not all marketing automation is created equal! Building targeted, high performing email flows should be easy, fun, and above all, you should never feel limited in creating your ideal 1:1 customer journeys.

With these keys to successful automation in mind, we got to work and rebuilt our Klaviyo Flows feature from the ground up. The result? A brand new visual Flow Builder complete with a dynamic drag-and-drop canvas and advanced functionality such as flow branching.

The Visual Canvas

With Klaviyo Flows, you’ve always been able to trigger targeted customer communication based on real-time activity and behavior. Our new builder simplifies creating & optimizing a series so you can quickly map out your ideal communication flow and see it just how your customers will experience it.

At a glance, you can see everything from how long recipients are waiting between emails, to any splits you add to create parallel paths within a flow. The visual canvas provides a presentation of the customer journey that’s easy for you to understand, easy for your team to understand, and easy for your boss to understand.

This means you can spend less time building and more time celebrating results.

Say goodbye to one-size-fits-all triggered emails

With Klaviyo’s new flow builder, using real-time data to trigger automation is just skimming the surface.

Let’s say you have two online shoppers — one is visiting your site for the very first time, and another is already a loyal customer. Both start the checkout process but then ultimately abandon their cart. These two shoppers both did the same thing, but these two shoppers are not the same at all; they are at very different customer lifecycle stages. How do you launch a successful Abandoned Cart Reminder series that also targets shoppers with the right messaging based on their relationship stage with your business?

Introducing Flow Branching. Within a single flow, you can send recipients down different parallel paths based on key information like website activity, past purchase behavior, and more.

Welcome Series SplitLevel up a basic newsletter welcome flow and split your series based on whether or not a new subscriber is already a customer.

Want to trigger a Browse Abandonment series for site visitors who have never bought before, and who have viewed over 3 items in the last 5 days? And create a parallel path in the same flow for existing customers who came back to look around but haven’t purchased in the last 6 months? No worries, you can do that too.

Say hello to inline analytics

Our new visual flow builder makes it easy to see what your series is setup to do, AND how it’s performing. A built-in Analytics view lets you compare both emails and entire sequences in context so you can see what’s working, what’s not, and make live changes.

With snapshot analytics at your fingertips, you can run tests and review performance all in the same place. Build, analyze, optimize, repeat.

Inline Analytics
How to start experimenting

Ready to start using the new visual flow builder and put all that data, branching, and flexibility to use? We’ve put together a few exciting ways you can level up your automation:

Welcome Series. Use a Split to create unique paths for subscribers who are already customers vs. those who just signed up and have never bought from you before. You may want to send existing customers that opt-in more brand-focused content to build loyalty, while new subscribers who haven’t yet bought may get a discount towards a first purchase.

Abandoned Cart Reminder. Use our “Trigger Split” to create unique paths for those who had over a certain value left behind in their cart. For those who left behind high value carts, you may want to offer a greater incentive for recovery.

Post-Purchase Thank You. Use our “Conditional Split” to create unique paths for first-time buyers vs. repeat purchasers. This will allow you to maximize your engagement with customers the first time they buy, while also nurturing your repeat customers strategically based on where they are at in their lifecycle with you.


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