Apteo's segments help ecommerce store owners group and differentiate their customers based on their behavior and buying patterns. By segmenting customers, store owners can send their customers targeted and personalized emails that will build engagement and improve repeat sales.
One of Apteo’s specialties is our ability to recognize customers that are at risk of churning. We have several automatically generated segments that are dedicated to reducing churn. Some of these segments include customers that are at-risk of going dormant, customers that are already dormant, and customers who are overdue for a purchase based on their purchase history.
This guide will focus on creating a “win-back” email flow in Klaviyo in order to target these segments and reduce the risk of losing existing customers.
We will show you how to connect Apteo to Klaviyo with a private API key, sync members of your At-Risk Customers, Dormant Customers, and Overdue For A Purchase segments from Apteo to Klaviyo, and set up an automated email flow to target these customers.
Step 1: Connect Klaviyo to Apteo with a private API key
Before you can sync your segments to Klaviyo, you need to make sure you've connected your Klaviyo account to Apteo. This article provides instructions on how you can use your Klaviyo API key to connect to Apteo. The rest of the steps on this article assume you have successfully connected Klaviyo.
Step 2: Synchronize your At-Risk Customers Segment to Klaviyo
Once you have connected Klaviyo, you can synchronize your At-Risk Customers, Dormant Customers, and Overdue For A Purchase segments such that they continuously sync their members to a list on your Klaviyo account. To set up your sync for the first segment, go to your Segments page on Apteo and click on your “At-Risk Customers.”
While on your segment details page, click on the button labeled “Sync Customers” at the top of the page. You'll see a modal that provides a list of your active integrations. Click on the button for Klaviyo.
To set up your sync, provide a name for the list that this segment will be sent to in Klaviyo.
This will start a new sync and will also schedule your segment's members to be synched to Klaviyo periodically.
Step 3: Set up your flow on Klaviyo
You can verify your list was synchronized by browsing to your Lists page on Klaviyo. Once your list is synched, you can create a flow, or drip campaign, that will send your customers a series of emails that are designed to further engage them and grow their customer lifetime value for your store.
Start by navigating to your Flows section on Klaviyo and click on Create Flow.
Click the option to "Create From Scratch". Then provide a name for your flow and click Create Flow.
The next step is to add a Trigger, which will act as the entry point for how your flow is kicked off. For this flow, we want to begin by sending emails to customers who are new to our At-Risk Customers segment.
For your trigger, select “List” from the left side panel.
Then select the “At-Risk Customers” list from the drop down menu.
Next, we'll add filters to the trigger to make sure we aren't sending emails to people who have not given us permission to do so. From the canvas, click on your Trigger, then click "Flow Filters."
From here, click on Add a Flow Filter.
We'll next add conditions to make sure that customers that we are not supposed to be emailing will not receive messages from us. We'll be adding two conditions.
For the first condition, select "Properties About Someone."
Then select "Accepts Marketing", the default value will be set to "True" so we'll be all set with this first condition.
Then click "OR", and add a new condition. For this condition, select "If someone is or is not suppressed for email".
We'll use the default value.
From here, we'll click "Save", then "Done" to be brought back to the canvas.
Since we do not want to send an email to customers immediately after they join this segment, we will now add in a time delay. Drag and drop the “Time Delay” block into the canvas under your trigger.
You must configure the time delay on the left side menu. Select 7 days as the time delay. As well, you can also choose to delay sending the email until a specific time of day or specific days of the week, if you wish.
Under Actions, drag and drop the block for Email under the block for the time delay that you just added. Then right click the ellipsis menu on the email block and click on Edit to start creating the first email in this flow.
On the resulting screen, enter your subject and preview text, then click Save Changes. Then select the "Drag and Drop" option under "How would you like to design your email?"
Then select your favorite template.
When the designer screen shows up, update the content of your email to showcase your most popular products - this first email should be a generic email that reminds customers of the amazing products you have to offer.
In the example below, we've created a "Snack Email" that outlines the benefits of the products that the store sells. Snack emails have four components:
A short description
And a button people can click on to learn more or keep going
Snack emails are easy to read, so your customers and users will appreciate you making it easy for them to decide whether this email is relevant to them.
Once you are done with your changes, save your work. You'll see your new email on the main canvas.
We're now going to make sure Smart Sending is toggled on. Smart Sending is a Klaviyo feature that will skip recipients that have received an email from you too recently. It's important to turn on Smart Sending because we will be creating three separate email flows for each of our segments, and there could be overlap between these segments when a customer is part of more than one list.
To turn on Smart Sending, click on the email block on the main canvas. On the left side of the screen you will see the Settings header. If Smart Sending says “off”, click on the settings gear icon and you will see the option to toggle it on.
The hope is that most of your customers will convert after this email, but we will set up another email in the flow for those that didn’t convert.
Add a new time delay after this email for 10 days, and then add a conditional split that tests for whether or not the customer has made a purchase of your product in the last 10 days.
Drag and drop the “Conditional Split” block from the left side menu into the canvas under the time delay. This is how we will make sure to only send the next email to customers who did not convert from the previous email.
Click on the Conditional Split block in order to set it up. On the left side of the screen under “Configuration,” you will select “What someone has done (or not done)” as the condition. For the metric, select “Ordered Product” then “at least once,” “in the last” and input 10 days. Remember to save.
Create a new email block and drag it under the "NO" condition. For this second email, try to create a highly visual email that will evoke positive emotions (or even a fear of loss) so that your customers are excited to buy your products. You can take a look at our example email below.
Save your work, go back to the canvas, and remember to toggle Smart Sending on for this email as well.
Step 4: Set your flow live
You're now ready to activate your email flow. At the top right, click on Manage Flow. On the resulting screen, set the Action status to Live.
Once you click "Update Statuses", your flow will be set live. You can now Save and Exit.
Step 5: Repeat steps 2, 3, and 4 for the other two segments
Now that you have set up the email flow for the first segment, At-Risk Customers, it's time to set up the flows for the other two segments. Refer back to steps 2, 3, and 4 for reference on how to sync a segment from Apteo to Klaviyo and set up the email flow on Klaviyo.
Remember to turn on Smart Sending for every email that you set up on Klaviyo.
Step 6: Resync your customers from Apteo to Klaviyo
Klaviyo's list-triggered flows will only fire when a new customer is added to the list. Above, we already created the list and added your initial segment members to that list, which means that unless we re-add your members to this list now that the flow is set up, they won't receive any emails from your campaigns.
To solve this, we've made it easy for you to "reset" the members of your list by removing them and immediately re-adding them, which will trigger your flow for your members.
To do so, go back to your segment details page and open up the integrations sidebar by clicking on the "Synced" button at the top right.
This opens up the side bar. From here, click on the orange refresh icon with the tooltip that says "Reset List Members." Once you do so, your list's members will be re-added and your first set of segment members will receive an email.