Essential Building Blocks of Email Marketing Automation

Email Automation Building Blocks

With Klaviyo automations, you can deliver personalised, brand-specific messaging without the manual effort of managing individual campaigns. By nurturing your existing database, you can drive up to 30x more revenue per recipient compared to one-off campaigns.

These automations trigger based on customer activity and behavior, ensuring your messages are timely, relevant, and highly personalised - engaging your audience when it matters most.

In our automation guide, we’ll explain the essential building blocks to include in your Klaviyo automation setup. 

1. Welcome Series 
2. Browse Abandonment 
3. Abandoned Cart
4. Customer Winback 
5. Customer Thank You 
6. Back In Stock 
7. Upsell 
8. Product Review 
9. Instructional 

Welcome Series 

A welcome series is the first touchpoint with email a subscriber will receive. This is the peak time to bring someone into your brand story and explain what makes your brand special.

The first email should be sent immediately after a subscriber signs up. This is your chance to introduce your brand and values, provide a special offer or incentive for first-time customers, highlight bestsellers or popular collections, and set expectations for future emails and engagement. 

Subsequent emails can reinforce your brand story, provide social proof through customer testimonials, and encourage conversion with a time-sensitive offer such as a welcome discount. 

Browse Abandonment 

When subscribers have been showing interest in your products but haven’t converted, sending a browse abandonment email will help keep you on their mind. With this automation, the first email will be sent when customers have looked at a product but haven’t added it to their cart.

It’s best to keep the message simple and clear since the customer has already shown interest. The email can include a reminder of the browsed product, a call to action to revisit the product page, personalised recommendations based on browsing history, and an incentive, such as free shipping or a discount.

Abandoned Cart 

When a customer adds a product to their cart but doesn’t complete the purchase, an abandoned cart automation helps recover potential lost sales.

The first email should be sent within an hour of abandonment to remind the customer of their cart and create urgency. Additional emails may highlight key product benefits, include customer reviews or testimonials, offer a discount or free shipping to incentivise checkout.

Customer Winback

Did you know it costs 5 times more to acquire a new customer than to retain an existing one? A winback automation re-engages customers who haven’t purchased in a set period, to help increase customer retention. These emails should remind customers of the brand’s value, offer a personalised discount or incentive, highlight new products or collections, and ask for feedback to understand why they haven’t returned.

Customer Thank You

A post-purchase thank-you email nurtures customer relationships and encourages future purchases. This email can express gratitude for their purchase, provide order tracking details, offer product care tips or styling ideas, and introduce a loyalty program or referral incentives.

Back In Stock

A back-in-stock automation notifies customers when an out-of-stock product is available again. It should highlight the product and its benefits, create urgency by emphasising limited availability, include a direct purchase link, and offer an incentive to encourage immediate action.

Upsell

An upsell automation recommends complementary or higher-tier products to customers who have recently purchased. This email should feature products that enhance their previous purchase, explain why the additional product is beneficial, include a limited-time offer if applicable, and provide a seamless way to add the item to their cart.

Product Review

A post-purchase review request builds social proof and engagement. The timing of this email should allow customers to receive and use the product first. It should ask for feedback and provide a simple review process, offer an incentive such as a discount or loyalty points, showcase previous customer reviews for credibility, and include social sharing options for further engagement.

Instruction Series

An instructional series provides educational content related to purchased products, increasing customer satisfaction and reducing returns. These emails may offer setup or usage instructions, provide styling or pairing ideas, share troubleshooting tips, and encourage engagement with brand communities or social media.

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There are countless possibilities with automations that can be set up to enhance and increase conversions throughout your customers journey. The beauty of automations, is that once they’re set up, there’s little work to maintain them! 

By incorporating these key automations, you can enhance customer journey, boost loyalty, and increase conversions within your email marketing strategy.

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