An Introduction to Autoresponders and Automated Emails in Klaviyo

Autoresponders in Klaviyo are a great way to trigger emails off of things your customers do (purchases made, website pages visited, and more). Learn about how you can easily automate important emails.

Creating an Autoresponder

To create an autoresponder, start by clicking the Autoresponders tab in Klaviyo. There’s no need to create a list first, since your website activity, purchases or other key activity can all be integrated with Klaviyo directly.

Navigating to Autoresponders from the Klaviyo Dashboard

On the autoresponder tab, click Create Autoresponder:

Automated Emails and Autoresponders tab in KlaviyoChoosing a Trigger

There are three key first steps in creating an autoresponder in Klaviyo:

  1. Give it a name.
  2. Choose the trigger event. This can be any event in Klaviyo – when someone buys a specific item, when they’ve not opened a specific email, etc.  You’ll specify more conditions on the next page to determine exactly who gets the email, but this is  just the initial trigger.
  3. Choose when the email goes out.

Selecting the trigger for your Autoresponder

Narrowing down who gets the Autoresponder

While the trigger specifies the event that starts the “timer” before the email goes out, the recipients page then narrows down exactly who will get the email.

Selecting recipients for an Autoresponder

For example:

  • For abandoned carts, the trigger event would be a checkout was started and the recipients page would specify that the person hadn’t check out in the last few hours since the checkout.
  • For a thank you email to first time purchasers, the trigger event would be a purchase, and the recipients page would be used to specify that they hadn’t bought before.
  • For a cross-sell email, the trigger event would be when someone purchased a specific item, and the recipients tab would specify that they hadn’t bought another related item.

Add your Content

Once you’ve determined who will get the email, the next step is to create the email content – either by using Klaviyo’s drag and drop email creator, uploading HTML, or typing  simple text email.

Adding Content and Templates for your Autoresponder

A/B Testing

If you’d like, you can also add multiple pieces of email content to test what works best.  You can add up to 5 different emails (with different subjects, different from addresses, different offers, different content, etc – whatever you want).

To create an A/B test, add the first variation. After you’ve done this, you’ll see that an add variation link has appeared beneath the email content:

Adding a Variation for Autoresponder Testing in Klaviyo

Once you have multiple variations, you can choose what percentage of recipients get which content (And later you’ll see results split by each variation – both for opens and clicks, but also for actual conversions to purchases or transactions):

A/B Testing Autoresponder Emails

Turning Autoresponders On

Once you’ve created your email content (or multiple variations of email content), you’re ready to go – all you need to do is turn it on.

By default, your autoresponder starts in Draft mode – meaning that it’s still created.  You can also switch it to Test mode – meaning that no emails will be sent, but we’ll keep track of who would have received the email. You can see this by clicking Statistics and then Recipient Activity. This is a great way to confirm that the people you want getting the email are getting it.

Turning Autoresponders Live in Klaviyo

Once you’re ready to fully turn on the email, Live will start everything sending.

Autoresponder Results and Conversions

As soon as your emails start sending, Klaviyo will automatically track the results.  Click Statistics underneath each autoresponder to see its impact on opens, clicks and any other metric in Klaviyo.

Analyzing the Impact of Autoresponders on Conversions

For each autoresponder, you’ll be able to see exactly how it impacts revenue, product usage, or any other key performance metric.

It’s time to get started!  A few ideas of emails for autoresponders:

  • Welcome Emails for first time purchasers
  • Post-Sign-up follow-up if a user hasn’t hit key features
  • Abandoned Carts
  • Personalized Thank You’s for big purchasers

Feel free to reach out with more ideas or to ask for advice!

 

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