How To Improve Your Shopify Workflows With Klaviyo?
Aug 7, 2024
How To Improve Your Shopify Workflows With Klaviyo?
Businesses have new ways to communicate with potential customers, from influencer marketing to SMS text messaging and chatbots to AI. Despite these developments, old-fashioned email marketing strategies are still the most effective and efficient ways to contact customers and promote products.
However, setting, targeting, and scheduling marketing campaigns can be tiring, time-consuming, and challenging. Is it not? If it is, let the automated flows rescue you!
This Klaviyo Shopify guide will explore powerful workflows in Klaviyo that all Shopify businesses can implement to save time, engage customers, and generate extra revenue to help you out. So, let's get started!
What is Klaviyo?
It is a powerful marketing platform that automates email and SMS marketing. Email marketing lets businesses acquire, retain, and grow their customer bases. The platform has helped more than 70,000 customers around the globe, who have earned about $3.7 billion in revenue within a year.
Creating deeper and high-value customer relationships is difficult, and 67 brands, on average, move to Klaviyo daily. Klaviyo email marketing is used alongside other platforms, such as Shopify, which helps businesses build a holistic marketing ecosystem.
The platform offers advanced features like email automation, segmentation, drip campaigns, and pre-built reports. Klaviyo also lets businesses personalize every message with powerful automation and send bulk SMS campaigns. You can build and manage a multi-channel customer experience from one platform.
Klaviyo has been working as the unified customer data platform. The tool lets businesses control customer data to drive more sales. Below are the key features of Klaviyo:
Seamless integration: The tool provides crucial information in one place with just one click.
Advanced Segmentation and Personalization: Klaviyo allows you to target individuals according to their activities, property value, and browsing history. Consequently, it helps you create customized email templates that yield better results.
ROI Reporting: By analyzing real-time transactions, Klaviyo provides accurate insights into revenue.
Dynamic Data Blocks: Businesses can personalize email content by using information about orders or products to increase engagement.
What Is Klaviyo Used For?
Klaviyo is a versatile marketing tool that enhances digital marketing strategies, especially for ecommerce businesses. And here is what does Klaviyo do:
Klaviyo offers detailed customization and segmentation. One can create segments based on various criteria, such as purchase behavior, demographic data, and past interactions. The platform can also create personalized messages that resonate with your audience.
Businesses use these platforms to get detailed analysis beyond the standard email marketing metrics. Plus, you can track your customer's journey, analyze the effectiveness of your campaigns (regarding revenue), and view the purchase reports.
Klaviyo stands out because its platform lets you combine SMS and email marketing. Businesses can coordinate campaigns across both channels, improve reach, and maximize communication effectiveness.
Klaviyo collects data to automate marketing campaigns, including the post-purchase follow-up series, welcome emails, and reminders for abandoned carts. The platform makes it easier to set these up based or depending on customer triggers and behaviors.
The tool lets you integrate with other ecommerce digital marketing tools and platforms. So, because of these integrations, you can use Klaviyo to align marketing strategies across various channels better and synchronize data.
In short, Klaviyo is an indispensable tool for all ecommerce businesses that aim to optimize their digital marketing strategies!
Importance Of Efficient Workflows
Shopify workflow automation has become crucial for ecommerce businesses because:
A business using software to automate workflows helps it accomplish more tasks in less time. For example, the software can automate invoice creation by filling in the blanks in the templates, so you don't have to make the invoice every time by yourself.
It saves the employee's time and reduces the business's costs (as labor costs). For example, you can use software that automatically logs customer purchases into bookkeeping records. There will be no need to hire an employee to record all purchases. Besides that, with Shopify marketing automation, businesses can increase sales, focus on business more effectively, and build stronger customer relationships.
Automated workflows also help different teams communicate effectively and collaborate efficiently. For instance, you can inform all the departments about an order instead of asking the individual departments to tell each other.
With automated workflows, there are fewer chances for clerical and mathematical errors. You can easily analyze the data or calculate your revenue or expenses without making mistakes.
Automation can be very helpful for organizing and analyzing data. For instance, certain software provides information on different items in your inventory with higher click-to-purchase ratios. It helps you recognize the product descriptions that grab the customer's attention.
Remember that workers who perform repetitive, time-consuming, and boring tasks can easily become dissatisfied with their jobs. With workflow automation, you can free them up and let them focus on other complex tasks that require personal interactions with customers or other people. It will increase their job satisfaction significantly.
What Are The Benefits Of Klaviyo?
Klaviyo has become one of the best email marketing tools in the ecommerce market. It is a perfect tool to create automated email flows, Segment the audience, start SMS marketing, upsell, and cross-sell. Email marketing makes up to 30% of the overall profit in the ecommerce business.
So, if you have not yet started email marketing, let Klaviyo be your partner and boost your revenue. But, before integrating your Shopify store with Klaviyo, take a while and get to know all the benefits this integration will offer you:
Advanced Segmentation:
Klaviyo goes beyond the basic email listing and offers robust Segmentation capabilities. With this feature, businesses can create targeted groups based on purchase history, demographics, website behavior, and other metrics.
Consequently, businesses can create personalized emails and ensure they send the right emails to the right people at the right time with relevant content. Ultimately, this leads to higher open rates, CTR (click-through rates), and conversions.
For instance, businesses can create a segment of customers who have not purchased in a while and send emails later with exclusive incentives or discounts. If not, they can target high-value customers through personalized suggestions based on their past shopping experience. Segmentation ensures that businesses send relevant and engaging emails!
Email Automation:
Email automation, also known as flow, is an automated email sequence of automated emails. These messages are triggered when a person performs a specific action, such as abandoning shopping carts, joining the email list, or exceeding a customer's lifetime value.
With Klaviyo, businesses can automate email campaigns and send personalized messages to their subscribers depending on their behavior or actions. Although automation takes more time to set up, once created, automated emails will work while you are sleeping. Plus, these let businesses generate 4X more revenue than campaign emails.
Personalization:
One of Klaviyo's major benefits is its ability to create personalized emails. The tool gathers and utilizes customer data efficiently and effectively. For instance, Klaviyo tracks customers' behavior and preferences. This empowers businesses to personalize emails beyond the subscriber's name.
Based on this date, you can send customized emails to your customers and include product recommendations based on their purchase history. These emails create a sense of loyalty, engagement, and connectivity, which ultimately increases conversion rates.
Increased Sales:
Data reveals that more than 77% of people choose and pay more for brands that recommend or offer personalized products. Customers love the experience tailored to their interests and needs.
Also, the average open rate for personalized emails is 42 higher. Plus, these emails can increase the CTR by up to 14% and the conversion rate by up to 10%. So, by sending personalized and targeted emails, you can grab more customers and witness a significant increase in sales.
Precise Analysis:
Klaviyo offers detailed data and advanced analysis tools that help you determine how your email marketing campaign is performing. Resultantly, you can plan your next moves and make real-time adjustments. Also, built-in machine learning determines future activity on an individual level, which helps you create dynamic segments and personalized campaigns.
Increased Loyalty:
Klaviyo features powerful marketing features that personalize your communication with potential customers. The tool lets you recommend products based on abandoned cart items, purchase history, or browsed categories. Ultimately, personalization creates a very engaging customer experience, increasing customer loyalty, enhancing connectivity, and assuring engaging experiences for your buyers.
Consequently, customers purchase your products and become brand advocates by suggesting your services or products to close ones. Remember that word-of-mouth marketing can help you get new customers.
Though it is an effective strategy, your reach will be limited. You can choose your best customers, offer them tempting incentives, and ask them to participate in your referral marketing campaigns to reach more customers. In this way, you can attract more loyal customers!
How To Set Up Klaviyo With Shopify?
What are you looking for if you own a Shopify store and have not set up email automation? Connecting the Shopify store with an automation tool will be the best decision, and Klaviyo integration with Shopify brings various benefits. The primary advantage is that Klaviyo is the most advanced, cost-effective tool that is easier to integrate.
So, if you are also planning to automate Shopify with Klaviyo but don’t know how to embed Klaviyo form on Shopify, worry not; for effective Shopify Klaviyo integration, follow the steps mentioned below:
Step 1: To connect the Klaviyo setup for Shopify store, first go to Klaviyo. Then, click on the company's name at the bottom (left) to access the integrations.
Step 2: Click "Add Integration" (in the upper right corner).
Step 3: Search for the “Shopify” and click on the card.
Step 4: Paste the URL of your Shopify store in the box. Ensure that the URL is in the format mystore.myshopify.com.
Step 5: Next, check the options to sync Shopify email subscribers to Klaviyo. In this way, customers who accept the marketing at checkout via the signup form on your website will automatically be added to the Klaviyo list.
Step 6: You will select the Klaviyo list to which you want to route subscribers. You can choose a list from the dropdown or create a new one.
If you want to use Klaviyo for SMS marketing, check the option to sync subscribers to Klaviyo. After that, choose the list and add the new SMS subscribers. However, if you are not using SMS now but want to use it in the future, you can set up SMS and return here to edit the settings whenever you need to.
Step 7: Ensure you have checked the options to sync profiles and profile datas from the tool (Klaviyo) to Shopify. You can sync all profiles and types of data to the store.
While doing so, you can sync updates for all Klaviyo profiles or only for selected profiles (which already exist in Shopify). After that, you can specify the type of data you want to sync. For example, you can sync subscribers' names, email addresses, profile properties, or phone numbers.
Step 8: After that, click “Connect To Shopify”. It will take you to the Shopify account, where you may have to log in to Shopify.
Step 9: Review the integration permissions and click "Update App." After that, you will be returned to Klaviyo to confirm that you want to integrate this tool with your Shopify store. You will see the success message informing you that your data will sync between the two sites.
Step 10: Now, let's enable on-site tracking. On-site tracking lets businesses get helpful information about browsing activity. Klaviyo will start tracking active on-site event visitors. You can also set up on-site Klaviyo signup forms. For that purpose, scroll to the on-site tracking section and click the link to view the Shopify App embed settings.
Step 11: You will be taken to your Shopify account (theme settings) after clicking the link. Ensure the app embed is toggled on, and hit "Save."
Step 12: Return to Shopify integration settings in Klaviyo to confirm that on-site tracking works. You will see a callout revealing that your app embed has been enabled. With that, you have finished the integration process, and your site has also been enabled for tracking.
After this, you will see Shopify and Klaviyo data streaming between both platforms. It enables you to take a data-driven approach to your marketing and expand your analytics capabilities.
How To Enhance Your Shopify Workflows With Klaviyo?
In 2022, Shopify announced that the platform is investing $100 million in Klaviyo to form a strategic partnership. Klaviyo has helped thousands of merchants understand their customers and engage them in personalized ways across various touchpoints. That is why Shopify decided to make it easier for Shopify merchants to grow with Klaviyo and scale their businesses.
This alliance combined one of the most trusted ecommerce platforms with one of the best Shopify workflow automation tools. For now, Klaviyo for Shopify Plus has become a recommended email solution partner. The automated Shopify Klaviyo workflows have empowered the brands to own the customer relationships and data at every step of the customer journey.
So, if you are using these industry stars or planning to use them in the future, let’s see how to improve Shopify automation workflows with Klaviyo:
Welcome Series:
The new subscribers are unsure what to expect when they sign up for your email list. A welcome series workflow is the best way to introduce your brand. Also, you can show them the value they will get by being your subscribers.
The welcome series workflow is a great way to build trust, relationships, a good first impression, and a genuine relationship with newcomers. You can also suggest your best products or share relevant content to show them how valuable they are to you.
The best thing about this workflow is that it is easier to create and update. You can easily remove or add the steps or even the change order in which they appear. The welcome series consists of three emails:
The first email is sent just after the signup
The second email is sent one day after their signup
The third email is sent seven days after their signup
You can send more (at least five) or even less, as there is no rule here. But, it is crucial to ensure that your emails provide information about:
Your brand and social media handles (links)
Social proof or testimonials from your customers
CTA (call to action) will help convert subscribers to buyers. Here, you can also offer discounts or incentives.
An Example:
Take the example of Parade, a popular apparel brand. They send welcome emails to new subscribers and introduce their brand with four clear benefits. The subscribers always walk away from this eye-catching email believing they have subscribed to a brand different from others and care about their comfort and needs.
Although Parade has not written novels in its welcome email, it has taken the welcome series as a golden chance to set future brand touchpoints without going overboard—and it has succeeded!
Abandoned Cart Emails:
Some shoppers add an item to the cart without intending to purchase it. Either they have found a better option or don't need that product. The good part is that you can win back these shoppers by just sending an email.
You can offer discounts or incentives through abandoned emails and urge them to complete their purchase. It ultimately increases AOV (average order value) as abandoned cart emails have the highest conversion rates. Data reveals that people open 45% of the emails, click on 21% of the abandoned emails, and make purchases of 50% of the subscribers who click on abandoned emails.
In a nutshell, the purchase rate of abandoned emails is higher than 10%. So, by setting up abandoned cart email automation, you can convert more subscribers into customers (which you may lose otherwise). That's why it has become one of Shopify Klaviyo best strategies.
An Example:
Sunday Citizen (home goods brand) sends abandoned cart emails to its subscribers to capture their attention. The brand uses a puppy (which grabs the attention of customers) and UGC (user-generated content) in the emails. The brand's Instagram lets shoppers view the products from the comfort of their homes, and ultimately, it gently pushes them to finish their checkouts. You can also offer discount offers here!
Browse Abandonment:
Customers check out the products but don't add them to their carts or make the transactions. You can get the data regarding browse abandonment (though it will require a little more effort on your
Remember that these customers are not interested in buying your products. So, you must treat this at lighter touchpoints than the abandoned cart flow. With the help of browse abandonment emails, you can demonstrate the features and value of your products. In addition, through personalized emails, you can suggest related best-selling products and reengage them.
An Example:
Charlotte Stone, for example, goes after shoppers who spend time looking for certain products. The shoe brand offers products to these shoppers to extend their online experience via browse abandonment emails instead of on the site. You can also send suggestions regarding similar products, and the shopper may like them even more.
Customer Win-back:
Win-back emails are used to reengage customers who have not purchased within a certain period (generally 90 days). You need to understand your customers' time frames, whether they tend to return after one month, three months, six months, or beyond.
Customer win-back is a great way to reconnect with customers who have forgotten your brand or lost interest in your products (after a long time without making a purchase). The buyer's first purchase after being inactive triggers this Shopify marketing automation workflow.
Events like an anniversary date or birthday can also trigger it. However, to create this workflow, you must create custom events that inform you when a customer has not made a purchase. The wingback emails usually contain discounts or special promotions to convince customers to reply to you, browse your website, and make another purchase from your store.
An Example:
Let’s take the example of Rufflebutts (a kid's apparel brand), which urges people to return through its incentive-driven win-back emails. The brand informs customers that they have a coupon for 20% off their next purchase. They also provide them with free shipping in case they shop again.
The brand also features a new collection, including gifts, swimwear, their signature ruffle-butts, and best-selling products. AA clear CTA (shop for boys, shop for girls) lets them gather more data about customers' preferences.
Post-Purchase Follow-Up:
Businesses send post-purchase emails to their customers when they have purchased a service or product. These emails usually contain information about the purchase but also include educational or promotional materials. Ultimately, these follow-up emails encourage the customers to make the next purchase or improve retention rates.
Shipping confirmation and order confirmation are examples of post-purchase emails (and are transactional). In the post-purchase Shopify email automation series, brands include a thank you message and a review request email.
The content and timeline of these Klaviyo email marketing emails depend on how long it's been since the customer made a purchase. For example, sending the order confirmation email after the purchase would be great. But you must wait for the request for a product review email until the customer has not received the products.
An Example:
Graza is an olive oil brand that always sends an email just after the first purchase to welcome customers. These emails include phrases like "You are officially one of us" or "You have got access to all the recipes from our kitchen." It gets buyers excited and shows them a sense of belonging. Plus, the "link to glog" creates value and rewards shoppers for making the first purchase.
Post Purchase Referral Rewards:
In referral marketing, you offer incentives to customers who recommend your services or products to their loved ones. Brands can choose trustworthy customers and ask them to participate in their referral marketing strategies.
Referral programs are the best way to attract new customers and build loyalty among current buyers. Without a referral program, brands rely on natural word of mouth, which can reach a limited number of people.
So, if you want to benefit from it to the fullest extent, think about post-purchase referral rewards and let DUO help you develop a referral program. Through this program, you can educate people about your referral rewards, which will let you achieve higher ROI, increase customer lifetime value, and identify the people who fit the ideal customer profile.
An Example:
Remember that if customers love your products, they will do well to recommend your business to their loved ones. To inspire them to do so, you can offer them rewards to promote your referral program post-purchase.
And, if you want to get the maximum out of your referral program, let DUO be your partner. The platform offers a Shopify application to set the post-purchase referral strategy with instant cashback. Once your customers have purchased, they will receive a discount code.
When someone redeems the code, your customers can get instant cashback. Instant cashback is the best incentive for referral strategy. With DUO, you can get customizable and flexible referral programs. Also, DUO offers strong Klaviyo integration, which helps you reach potential invites and advocates and optimize Shopify with Klaviyo more efficiently.
Segmentation:
Segments are one of Klaviyo's most powerful tools. They help you create different groups of users who match certain rules or criteria. These rules can be based on the user's behavior, profile properties, or other metrics.
Users can also exit or belong to the Segments as their behavior or properties change. Businesses can create unlimited Segments to trigger customers or compose customized marketing messages for their subscribers in campaigns.
An Example:
To make it clearer, let’s take the example of Caden Lane. The brand has constantly updated the Klaviyo user profiles depending on the subscribers' browsing habits. For instance, Caden Lane has created segments based on who has visited the newborn section but not the big kid apparel section within the last 45 days.
It helps the brand to track when their customer's baby has grown up and aged out of the baby clothes (even though the brand does not have the baby's birthdate). Resultantly, the brand witnessed 157% YoY (year over year) growth in its revenue. So, the integration of Klaviyo with Shopify has made it easier to do anything. The alliance of two platforms is like a breath of fresh air for business owners!
Analytics and Insights:
When you connect your Shopify store with Klaviyo, you can gain deep insights into the email marketing campaign's performance, click-through rates, revenue generated, and conversion rates and learn what resonated with your customers. It ultimately helps businesses make data-driven decisions.
Plus, detailed analytics help businesses continuously refine and optimize their marketing strategies for better results and pinpoint areas for improvement. Depending on these insights, you can create personalized email campaigns for your customers.
An Example:
Klaviyo always presents your data in an easier-to-understand format. Businesses can use these actionable insights to make the required and positive changes in their email marketing strategies and workflows.
Club L is a famous store for women's shopping (where shoppers find glamorous dresses at affordable prices). The brand has generated revenue through paid search and social media advertisement. But as the cost arose, they felt the need for a tool and met Klaviyo.
With Klaviyo, the brand used zero- and first-party data to personalize customer messages and suggest outfits based on what its subscribers have been browsing. Within a year, Club L witnessed an increase in revenue.
Conclusion
The email marketing app for a Shopify store is the same as gear for an athlete. And if you are searching for the right gear for your Shopify store, what could be a better choice than Klaviyo? Klaviyo is the most popular and feature-rich tool that integrates effortlessly with Shopify stores and brings various benefits, from synchronizing data to leveraging customized recommendations.
The powerful features of Klaviyo help store owners optimize their marketing efforts, engage customers efficiently, improve Shopify workflows, and drive more sales. So, what are you waiting for? Integrate Klaviyo into your Shopify store today and become a successful brand in the future!
