In this YouTube video, I explain the basics of automation workflows in a direct-to-consumer (DTC) e-commerce scenario, specifically using Klaviyo and marketing automation.
The customer journey in this context can be broken down into three stages: before placing an order, while placing an order, and after placing an order.
To effectively communicate and improve customer relationships, experience, and conversion rates, there are several automation emails that can be sent out to customers at each stage of their journey.
The recommended automation flows include a welcome email flow (for first-time subscribers), a back-in-stock flow (when a customer wants a product that’s out of stock), and a weekly newsletter (for users who have not yet become customers).
Once a user has gone through the welcome flow, the next stage is when they click on an email and go to the website to look at a product.
If they don’t purchase the product, the abandoned cart flow comes in to address any issues or concerns the customer may have.
Once a customer has placed an order, post-purchase flows are used to engage with them.
These include a pre-arrival sequence to eliminate post-purchase remorse, user-generated content to build brand loyalty and encourage social proof, and a cross-sell/upsell flow to increase customer lifetime value.
To summarize, the recommended flows are:
- Welcome flow (for first-time subscribers)
- Back-in-stock flow (when a customer wants a product that’s out of stock)
- Weekly newsletter
- Abandoned cart flow
- Pre-arrival sequence
- User-generated content flow
- Cross-sell/upsell flow
- Loyalty rewards program
- Ongoing newsletters and campaigns
I provide examples of each of these flows in the video and offer step-by-step instructions and downloads for those interested.
If you have any questions or want further information, please leave a comment below.
