How to create a replenishment flow
You will learn
Learn how to create a replenishment flow that can nurture customers at different points in their lifecycles if you're selling products that your customers purchase repeatedly within a certain timeframe. By reviewing your existing purchase data, you can determine the established buying cycles of your customers and products, then set up a replenishment flow to target purchasers with a friendly and well-timed reminder.
Flow trigger and filters
For Shopify and BigCommerce integrations, there are pre-built replenishment flows available in the flows library after you've set up and enabled your integration. To view these:
- Navigate to the Flows tab.
- Click Create Flow to view the flows library.
- In the Browse by goal section, click Encourage repeat purchases or use the search bar to search for "replenishment."
However, as long as you have the Placed Order event, you can build this flow from scratch by creating a metric-triggered flow and then using the Placed Order event. If you're creating a flow for a specific product, you can add a trigger filter that will limit this flow to customers who purchase the product.
You'll also want to ensure that customers who make a purchase after entering this flow are removed. The pre-built replenishment flow comes with a profile filter that checks before every email sends to ensure that customers have not purchased a product since entering the flow. Make sure you have this profile filter added. If you're limiting your flow to a specific product, you should also limit this filter to the specific product.
Flow timing
Adjust the timing of your first reminder based on your customers' established buying cycles. For example, if you're selling a supplement that comes with a 30 day supply, you'll most likely want to send a reminder email about 25 days after customers enter the flow.
You can experiment with additional reminder emails, but remember not to badger your customers. A good rule of thumb is to send two reminder emails, and then one follow-up after the projected buying cycle has passed that includes an extra incentive like a discount or a coupon.
Flow content
You'll want to tailor your content to include product information relevant to the customer's purchase based on your goals. For example, if you're selling a product with a 30 day supply, then you'll want to send content that reminds the customer to purchase this same product again.
You might also want to include suggestions for similar products using a product block. For example, if you're selling coffee beans, a replenishment flow might suggest purchasing a new flavor or a mug.
Additional resources
- How to create a product-specific flow
Learn how to create several types of product-specific flows. You must have metrics in your account in order to split or filter by a product. If there's no metrics, the dimension fields will not populate any products.
- How to use flows to send transactional emails
Learn how to set up important transactional emails inside Klaviyo that are triggered when your subscribers purchase or interact with your brand. Customers expect these emails and will search for them in their inbox. For this reason, transactional emails are sent to almost all customers and should not contain any marketing content.