Email automation workflows
Engage every customer with the right message at the right time with cross-channel workflows
What are email automation workflows?
Email automation workflows, known as “flows” at Klaviyo, are sequences of automated messages triggered by specific customer behaviors or events. For example, when a customer signs up, makes a purchase, or abandons a cart, a pre-set workflow can automatically send a timely, relevant email (or SMS or push notification) without manual effort.
These workflows help businesses deliver timely, personalized communications without manual intervention, enhancing customer engagement and driving revenue.
Importantly, automation workflows run in the background once set up—saving marketers time while consistently reaching the audience with the right message.
Why do email automation workflows matter for marketers?
In short, email automation workflows matter because they work. Automated emails outperform one-size-fits-all blasts by delivering personalized content exactly when consumers are most likely to act. The top 10% of automated email flows drive $16.15 in revenue per recipient on average. Brands that excel in automation see huge returns—Klaviyo users, for instance, achieve an average 63x ROI on their email marketing.
A well-tuned workflow can mean the difference between a one-time buyer and a loyal repeat customer. Automation helps build those lasting relationships at scale, turning customer data into revenue through relevant, responsive messaging.
Why choose Klaviyo for your email automation workflows?
1. Omnichannel automation across email, SMS, and mobile app
Klaviyo was built for unified omnichannel marketing. From one platform, you can orchestrate emails, text messages, and even push notifications within the same workflow, creating a seamless customer experience across channels.
Reaching customers on their preferred channel and switching channels fluidly based on customer engagement and affinity helps maximize engagement and revenue.
Here are two primary features that make Klaviyo’s email automation workflows so powerful across all channels:
– Unified messaging: Automate communications across email, SMS, and push notifications from a single platform, ensuring consistent messaging.
– Real-time triggers: Set up workflows that respond instantly to customer actions, such as sign-ups, purchases, or browsing behavior.
2. Advanced personalization with data-driven insights
Klaviyo’s philosophy is that better data leads to better marketing. It’s not just an email tool—it’s the only CRM built for B2C. Klaviyo Data Platform, our built-in customer data platform, helps you to unify purchase history, website activity, profile attributes, and more in one customer profile so you can easily personalize each and every message.
For example, marketers love how easily Klaviyo lets them create hyper-precise segments (e.g., “high-value customers who viewed product X in the last 7 days”) and then trigger multi-step flows for each group. Every email, SMS message, and in-app or mobile push message can show personalized content and product recommendations using real-time customer data.
Here are two important features that bring advanced, data-driven personalization to life with Klaviyo:
– Behavior-based targeting: Deliver messages tailored to individual customer behaviors and preferences, enhancing relevance.
– Predictive analytics: Utilize data to anticipate customer needs and send proactive communications that resonate.
3. User-friendly workflow builder
Klaviyo was built for B2C marketers from day one, making the platform straightforward to get up and running. It caters to growth-focused brands that may not have big technical teams.
The Klaviyo interface is modern and intuitive, and you don’t need to write code to build sophisticated workflows. The drag-and-drop editor and rich template library mean you can create a revenue-driving flow in minutes.
Here are two marketer-friendly features of Klaviyo’s email automation workflows:
– Visual design interface: Easily create and manage complex workflows with Klaviyo’s intuitive drag-and-drop editor.
– Pre-built templates: Access a library of customizable automation templates to quickly implement effective workflows.
Key features of Klaviyo’s email automation workflows
|
Feature |
Description |
Available on Klaviyo |
|---|---|---|
|
Comprehensive flow library |
Diverse automation options: Choose from a variety of pre-built flows, including welcome series, cart abandonment reminders, and post-purchase follow-ups. Customizable template: Tailor each flow to align with your brand’s voice and customer journey stages. | |
|
Flexible trigger and filter settings |
Event-based initiation: Define specific customer actions or events that initiate workflows, such as sign-ups or purchases. Profile filtering: Apply filters to target specific customer segments within your workflows for more precise messaging. | |
|
Advanced scheduling and timing controls |
Strategic delays: Incorporate time delays between actions to optimize message timing and customer experience. Smart Send Time: Leverage AI to determine the optimal times to send messages for maximum engagement. | |
|
Robust analytics, A/B testing and reporting |
Performance tracking: Monitor key metrics such as open rates, click rates, and conversions to assess workflow effectiveness. Continuous optimization: Use data-driven insights and A/B testing to refine and enhance workflows for improved results over time. | |
How to get started with Klaviyo’s email automation workflows
1. Sign up for a Klaviyo account. If you aren’t a Klaviyo customer, get started with email automation workflows by signing up for a free Klaviyo account.
2. Integrate with your web platform. Ecommerce brands typically use Shopify, WooCommerce, BigCommerce or a similar online store builder. For hospitality brands, Squarespace and Wix are popular.
3. Explore the flow library. Navigate to Klaviyo’s flow library to discover pre-built automation templates suitable for your business needs.
4. Select and customize a flow. Choose a template and customize it to reflect your brand’s messaging and objectives.
5. Define triggers and filters. Set up specific triggers and apply filters to target the appropriate audience for each workflow.
6. Configure timing and delays. Schedule actions within the workflow to ensure messages are sent at optimal times.
7. Activate and monitor. Set your workflow live and continuously monitor its performance through Klaviyo’s analytics dashboard.
8. Iterate and improve. Utilize insights gained from analytics to refine and enhance your workflows for better engagement and conversions.
Klaviyo’s email automation workflows empower your business to deliver personalized, timely, and relevant communications, fostering stronger customer relationships and driving sustained growth. It is but one powerful feature within our B2C CRM.
Watch this tutorial for a visual guide on setting up email automation workflows in Klaviyo.