The Master Flow

Cheat Sheet
CHASE DIMOND
~EMAIL AUTOMATIONS~
 ● Slides 4-6: Popup Overview + ● Slides 33-37: Customer
Examples Winback

● Slides 8-11: Welcome Series ● Slides 38 - 41: New

Customer Post Purchase
● Slide 14-17: Site
● Slides 42-45: New Customer
TABLE OF Abandonment
Post Purchase
CONTENTS ● Slides 18-22: Browse
Abandonment ● Slide 46-51: VIP Flow

● Slides 23-27: Abandoned Cart ● Slides 52-57 : Cross Sell

● Slides 28-31: Abandoned

Checkout
FORMS Overview
 Signup Forms

Here is the starting point for your email journey. These forms
are the main drivers of your welcome series (and overall list
growth). When people enter your form, they feed into a list and
from that list, the Welcome Series fires off.

We’ll focus on the most popular type of form; the popup in the
next two slides.
 POPUPS
For popups - ideally you would have two separate forms that are
optimized for each experience, one for desktop and one for mobile.

Our top recommendation for timing delay on desktop would be to

leverage exit intent. We've identified that exit intent is more effective
at converting than other delays for desktop.

Customers seem to be more receptive to the forms when they are being
interrupted right before they are about to exit the site, so the exit pop
up improves the overall website experience.
 POPUPS CONT.

On mobile, we rely on a different strategy. Since exit intent

functionality is not present on touch-based mobile devices, we
recommend leveraging the scroll delay and displaying the pop up
after the custom has scrolled down towards the bottom of the page.

We've seen success with showing after 60-75% of scrolling.

Popup Examples
Welcome series
For non buyers
 Welcome Series Overview

A Welcome Series is a sequence of messages sent directly after

someone signs up to hear from your brand. This is a critical
moment in the customer lifecycle because it's your opportunity to
introduce new, interested prospects, to your brand and product
offerings. The welcome series goal is to educate as well as convert
subscribers into customers.
 Welcome Series Setup

Trigger: When someone subscribes to a list*

*this will be off the list your popup/embedded forms are tied to

Flow Filter:
- Placed order 0 times over all time
Welcome Series Visual Setup
 Welcome Series Strategy Breakdown
Email # Touchpoints Subject Lines Send Time Examples

Welcome 1 - Welcome - Welcome to [brand] Send immediately Welcome Email 1 Examples

- Quick Brand Introduction - Your welcome gift awaits!
- What they can expect - Fantastic. You are in!
- Incentive offered in form (i.e.
the popup)

Welcome 2 - Brand Story - You heard it here first 2 days after email 1 Welcome Email 2 Examples
- Unique Quality Standards - We thought you might want
- Benefits of Shopping with this -
Your Company - Level up your [INSERT
WORD] game...

Welcome 3 - Social Proof (customer - Our customers say it best 2 days after email 1 Welcome Email 3 Examples
reviews, press, celebrity/brand - All the best - just for you
endorsements, retail footprint, - Compliments guaranteed
etc)
- Display Popular Products

Welcome 4 - Focus on the community - We're All in this Together 2 days after email 3 Welcome Email 4 Examples
element: options - Let's Get Social
1. Brands story - Let's Be Friends
2. Company mission or goal - We're All Here for You
3. introduce the founders - Meet our Team

Welcome 5 - Reminder and urgency of that - You still have this 1 day after email 4 Welcome Email 5 Examples
discount offered on popup is - Your gift...
expiring Your discount is expiring soon
- Quick last minute benefits of
brand
Abandoned Flows
Site Abandonment, Browse Abandonment, Abandoned Cart, & Abandoned Checkout
The Abandoned CUSTOMER JOURNEY

Site Abandonment

Browse Abandonment

Abandoned Cart

Abandoned Checkout
 Site Abandonment

Site Abandonment is the step before viewed product where

people are active on a site but aren't taking any real action
other than scrolling.
 Site Abandonment Setup

Trigger: Active On Site

Flow Filters:
- Placed order 0 times since starting flow
- Checkout started 0 times since starting flow
- Viewed product 0 times since starting this flow
- Added to cart 0 times since starting this flow
- Has not been in flow in last 30-45 days.
Site Abandonment Visual Setup
 Site Abandonment Strategy Breakdown
Email # Touchpoints Subject Lines Send Time Examples

Site Abandonment 1 - We want to show people who 2 hours Site Abandonment Email 1
left the site popular products - Hey, did you see this yet? Examples
- Touch upon and unique - Our TOP Friendly Sweets!
benefits that could encourage a - Look what you're missing
purchase. ( free shipping over
$50, all natural, less calories,
etc)

Site Abandonment 2 - Showcase general reviews - Cool stuff, huh? 22 hours after email 1 Site Abandonment Email 2
people can resonate with - Ready for great results? Examples
- Highlight unique quality - Try these out!
benefits or generic mission - To be the best, you gotta
- You can repurpose high HAVE the best
converting evergreen
campaigns for these emails
 Browse Abandonment Overview

Browse Abandonment emails are similar to abandoned cart

emails, but are triggered when an identifiable browser visits a
product page and does not start or complete a checkout — a
visitor also doesn’t add an item to his/her cart. All a site visitor
has to do is view an item and move on.
 Browse Abandonment Setup

Trigger: Viewed Product

Flow Filters:
- checkout started 0 times since starting flow,
- placed order 0 times since starting flow,
- added to cart 0 times since starting flow,
- has not been in flow in last x days.*

*Typically for X we do 15-30 days here

Browse Abandonment Visual Setup
 Browse Abandonment Logistics
- Need to manually connect viewed product metric.
Click here for the guide (Klaviyo Users)

- Check if data is feeding in - Analytics -> Metrics ->Viewed

Products
 Browse Abandonment Strategy Breakdown
Email # Touchpoints Subject Lines Send Time Examples

Browse 1 - Remind customer about item - just something we noticed Send 2 hours Browse Email 1 Examples
they viewed. - RE: You viewed this item
- Use systems prebuilt product - You might wanna see this
template to dynamically show again.
last item viewed
- Can add social proof element
at the bottom of email

Browse 2 - Another reminder of item they - You were THIS close. 1 day after email 1 Browse Email 2 Examples
viewed with dynamic block - We've decided...
- Provide the store's unique SL: (Company) special offer.
value proposition (for example, Try it today!
free shipping, money back - The item you liked =
guarantee etc.) discounted
- Can offer discount here to
people who have never bought
before

Browse 3 - If you used a discount in email - Yo, your discount is still active. 1 day after email 2 Browse Email 3 Examples
2 then this can be your - You got GREAT taste
reminder/ last chance for - Does this look familiar?
discount
- Opportunity to use a product
block of other best selling items
to showcase other products
they may be interested in
- Depending on brand but icons
such as Cruelty Free, 100%
Cotton, etc are good to add
 Abandoned Cart Overview

Abandoned Cart emails are similar to Abandoned Checkout

emails, but happens when a current subscriber adds to cart and
doesn't start checkout.
 Abandoned Cart Setup

Trigger: Added to Cart

Flow Filters:
- Placed order 0 times since starting this flow
- checkout started 0 times since starting this flow
- hasn't been in flow in last X days (depends on clients)*

*Typically for X we do 7-15 days here

Abandoned Cart Visual Setup
 Abandoned Cart Logistics
- Click here to connect abandoned cart metric (Klaviyo Users).
Note: You will need to have the viewed product metric
connected first.

- This flow will fire off an “added to cart” metric

- In the dynamic product block it automatically gives you, you

will need change the price feature snippet to {{
event.Price|striptags }}

- The correct link to use for this flow is: website.com/cart

Ex: https://byltbasics.com/cart
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Email # Touchpoints Subject Lines Send Time Examples

Cart 1 - Reminder that they have items - Re: Your Cart Send 1-2 hours after trigger Abandoned Cart Email 1
in cart - While we still have it in stock! Examples
- You’ll use a dynamic block to - Forgetting something?
show them what they have in
there. * delay longer than your
- Mention benefits such as free abandoned checkout flow
shipping for spending X

Cart 2 - Items are sitting in their cart - Don't leave this behind… 1 day after email 1 Abandoned Cart Email 2
- Include product testimonials to - your cart is expiring! Examples
nudge them in the right - Your cart is still active
direction. - The item in your cart =
discounted

Cart 3 - Can offer discount - 10% off, remember? 1 day after email 2 Abandoned Cart Email 3
- Social proof / featured in - These would look better in Examples
section your house
- Other product - Your Cart Is All Alone
recommendations with a
dynamic product block
 Abandoned Checkout Overview

The Abandoned Checkout emails are some of the most

valuable emails for any ecommerce business. This sequence of
emails is sent to someone who started the checkout process but
failed to complete the purchase.
 Abandoned Checkout Setup

Trigger: Started Checkout

Flow Filters:
- Placed order 0 times since starting flow
- Has not been in the flow in last X days*

*the X Days can be anytime from 1-10 days depending how aggressive you want to be.
Typically we do it around the 5 day mark
Abandoned Checkout Visual Setup
 Abandoned Checkout Strategy Breakdown

Email # Touchpoints Subject Lines Send Time Examples

Checkout 1 - Clever header reminding - Need a little reminder? 30 min - 2 hours after trigger Checkout Email 1 Examples
subscriber of items left at - RE: Your Order
checkout, - {{ first_name|default:"Hey" }}, * going to want to A/B test
- Reviews/social proof to get looks like this is yours... t optimal time for your account
customer over the hurdle

Checkout 2 - Reminder of items left at - Your cart 1 day after email 1 Checkout Email 2 Examples
checkout, - You left these behind
- Highlight unique qualities - Are these yours?
Ex: free shipping, featured in,
vegan free, etc…

Checkout 3 - Can offer discount to convert - Need a hand? 1 day after email 2 Checkout Email 3 Examples
people who haven’t bought - Last chance!
- Cart is expiring - You're cutting it close!
- Community element or
company values
POST PURCHASE flows
Customer winback, New customer post purchase, repeat customer
post purchase, VIP FLOW, Immediate Cross Sell/Upsell
 Customer Winback

A Customer Winback flow is a series of emails sent to

customers who previously engaged with your brand, but have
not interacted with you for a certain period of time. This flow is
an essential part of customer retention and lifecycle marketing,
and not having one is leaving money on the table. On average, it
is five times more expensive to acquire a new customer than it
is to retain existing customers and encourage repeat orders.
 Customer Winback Setup

Trigger: Placed Order

Flow Filters:
- Placed order 0 times since starting this flow
Winback Visual Setup
 Customer Winback Logistics
One of the main points to consider with a winback flow is when the initial
email should go out. Most customers wait between purchases, but the length
of a typical buying cycle depends on your industry and the products you sell.

For instance, a company that sells desks will have a much longer buying
cycle than one that sells vitamins. The flow should only target those who
have not engaged with you for longer than your business's average buying
cycle.

For a less replenishable brand, it tends to be a delay of 60-120 days, for a

replenishable brands, you can do anywhere from 45-60 days.
 Customer Winback Strategy Breakdown
Email # Touchpoints Subject Lines Send Time Examples

Winback 1 - A soft nudge/check-in just to - There's Never Been a Better 60-120 days Winback Email 1 Examples
put us back on their radar. Time...
- Let customers know you - Exclusive {Company} offer,
noticed they left order now!
- If you have relevant updates - Come back
such as new products this is - How about we make it right?
your chance to showcase them
- Can offer discount right off the
bat to win them back
- Make it personal with template
tags

Winback 2 - Reminder of incentive from - We don't want you to miss out! 10 days after email 1 Winback Email 2 Examples
first email - Here's your exclusive offer…
- This email has more urgency - This is for you {name}
- Include different products than
you included in email 1. So if
email 1 was best sellers this
email can show new releases
- Include strong social proof

Winback 3 - Create urgency. This email - Your Discount Expires Tonight 1 day after Winback Email 3 Examples
lets users know they have one
more chance come back at a - Don't let it go to waste...
discount.
- Can include unique quality
benefits as well
 New Customer Post Purchase
Overview

When someone makes their first purchase, we want to send

them a sequence of entertaining content to educate them and
reduce buyer’s remorse. In addition, we try to gauge feedback
on their experience and re-engage them.
New Customer Post Purchase Setup

Trigger: Placed Order

Flow Filters:
- Placed order equals 1 over all time
- Cancelled order 0 times since starting this flow
New Customer Post Purchase Visual Setup
 New Customer Post Purchase Strategy Breakdown
Email # Touchpoints Subject Lines Send Time Examples

Email 1 - Thank customer for their - Thank you, {{ 1 day after New Customer Email 1
purchase. first_name|default:"my friend" Examples
- Welcome the customer to the }}!
family. - You're what makes us great
- You can also mention that we - So you have your new
are preparing their order(s). products coming...

Email 2 - Time to address any FAQs - The gift that keeps on giving! *Depends on shipping times New Customer Email 2
- (if applicable) mention their - Level up your {quality} Examples
purchase helps support the - Where should we send your
brand mission gift?
- Can offer a discount to
encourage a repeat purchase
off the gate

Email 3 - Education and best use cases, - Some [brand] secrets *Depends on shipping times New Customer Email 3
tips, etc (things they should - [brand] hacks you NEED. and when customer will have Examples
know to further aid in their item
experience with your products)
- Blogs are also helpful here

Email 4 - Review request email - What do you think? *Make sure your customer has New Customer Email 4
- Reward customers for leaving - We hope you’re enjoying had ample time to try product Examples
a review {item] before requesting a review
 Repeat Customer Post Purchase
Overview

When someone makes their second purchase and we send them

content to further educate as well as to encourage them to join
our other media outlets and brand missions.
 Repeat Customer Post Purchase Setup

Trigger: Placed Order equals 2 over all time

Filters:
- Cancelled order zero times over all time
Repeat Customer Post Purchase Visual Setup
 Repeat Customer Post Purchase Strategy Breakdown

Email # Touchpoints Subject Lines Send Time Examples

Email 1 - Thank customer again for their - Wow, thank you again! 1 day after Thank You Email 1 Examples
loyalty. - Thanks again, Friend!
- Push to social community
(Instagram, FB group, etc)
- Can collect birthday info here
and offer them a gift

Email 2 - Get them to convert to sms - The gift that keeps on giving! 3-10 days after email 1 Thank You Email 2 Examples
subscriber - We're thankful for our {brand]
- Have subscribers leave a Family!
review
- Chance to thank them from
founder
 VIP FLOW

This VIP Flow is set to reward customers who spend/order

more than other customers. This flow shows your appreciation
for these VIP customers and serves as another opportunity to
have them purchase again.
 VIP FLOW Setup

Trigger: from a Vip Segment ( see next slide )

Flow Filters:
Placed order 0 times since starting this flow
VIP Flow Visual Setup
 VIP FLOW
For this flow you will need to create a segment. Every brand may
have their own definition of what makes a VIP but here’s 4
different ways on how you should approach it.

1. Someone has bought more than X orders

2. Someone has spent more than X
3. Someone has bought more than X orders AND spent more than
4. Someone has bought more than X orders OR spent more than X
VIP SEGMENT EXAMPLES
 VIP Flow Strategy Breakdown

Email # Touchpoints Subject Lines Send Time Examples

VIP 1 - Let them know they're special - Oh hey, V.I.P 2-5 days after the trigger VIP Email 1 Examples
and a VIP. - Welcome to the {company}
- Lay out VIP perks VIP Club
- Show them a larger discount - Welcome to the VIP Club {{
than they can usually get first_name|default:"friend" }}!

VIP 2 -Remind them of discount and - Don't forget SL: You still 2-15 days after email 1 VIP Email 2 Examples
it’s expiring have X% off!
- You can either show them - You're a VIP, remember? depends on how aggressive
trending products in a product - Cross the red ropes you want to be and if you want
block or you can do the inverse to wait for them to get their
and show them products they recent order that caused them
may have not looked too much to be a VIP or not)
into before
Immediate Cross Sell/Upsell Overview
After a customer purchases a product, you want to
immediately follow up with them to try to cross-sell or
upsell similar or related products.

The rationale being: Strike while the iron is hot.

 Immediate Cross Sell Setup

Trigger: Placed Order

Flow Filters:
- Cancelled order 0 times since starting this flow
- Has not been in this flow in the last 45 days*

* if you only want people to see this email once, you would
put the filter: has not been in this flow at any time
Cross Sell Visual Setup
 Cross Sell Logistics
There’s a lot of ways to approach this but here are two recommended ways:

1. Immediate General Cross Sell - 10-30 minutes after someone purchases we send
them an email that offers an incentive (discount, free shipping, same delivery day as
their other items) and dynamically show them other trending or best selling products
in a product block.

2. Immediate Specific Cross Sell - you put a trigger filter on the flow so 10-30
minutes after someone buys X from you, you offer them an incentive and show them
product Y. You will also want to make sure Y is not already contained in that order. For
example, let’s say your store sells hats, jackets, shoes, socks, and shoe cleaning kits. So
if someone bought a pair of shoes and not socks or the cleaning kit, you can make sure
you show these people socks and shoe cleaning kits as these are relevant additions to
their last order.
 Cross Sell/ Upsell Series Strategy Breakdown
Email # Touchpoints Subject Lines Send Time Examples

Cross Sell 1 - offer an incentive such as a - DON'T FORGET TO ADD 10-30 minutes after placed Cross Sell/ Upsell Example
discount or free shipping valid THIS! order
for a short period of time. (6-24 - Act fast!
hours) - Complete your stack
- dynamically or manually - Hey {{
select relevant items to that first_name|default:'there' }}, we
cross sell. thought you'd like this!
- if you have the shipping
capabilities, you can also let
them know that if they order
within 24 hours all their items
will ship together
 Additional Cross Sell/ Upsell Notes
1. If you’re trying to do a cross sell/upsell after someone has had
their items you’ll want to use Fulfilled Order.

2. For a non immediate cross sell/upsell you would approach it the

same way but use a time delay of 10-30 days.
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