Email flow filters for e-commerce automation

I audited 70 dtc e-commerce klaviyo accounts last year and they all had the same issues with their customer journey. Make sure you avoid these common mistakes and ensure your messages align with the customer's journey: ▸ Welcome Email 🔹Fix: Remove recipients who have started checkout or placed their order after starting the flow. ▸ Browse Abandonment 🔹Fix: Remove recipients who have started checkout or placed their order after starting the flow. ▸ Abandoned Checkout 🔹Fix: Remove recipients who placed their orders after starting the flow. ▸ First and Repeat Customer Thank You 🔹Fix: Remove recipients who placed their orders, started a checkout, or canceled the order after starting the flow. ▸ Replenishment 🔹Fix: Remove recipients who placed their orders or started a checkout after starting the flow. ▸ Post Purchase 🔹Fix: Remove recipients who placed their orders, started a checkout, or canceled the order after starting the flow. ▸ Winback 🔹Fix: Remove recipients who placed their orders or started a checkout after starting the flow. There are other exit conditions you can add to email and sms flows for better messaging and experience, but these are the most common issues I see. You need to consider the number of times a user can receive a particular flow and whether a subscription customer should or shouldn't enter specific flows (assuming you have a subscription program). Sending relevant messages to your audience helps improve the customer experience and nudges them to take the right action at the right time. What are the other flow filters you would like to add? #emailmarketing #ecommerce

Don’t forget this when building your post-purchase flow. If a customer cancels or gets refunded, they shouldn’t keep getting your “Thank you” emails, upsells, or review requests. Here’s how we prevent that 👇 We use profile filters in Klaviyo to make sure anyone who: - Refunded their order - Canceled their order     ...gets automatically removed from the flow.     It’s a small thing, but it keeps your emails relevant, avoids awkward experiences, and protects your brand. Make sure you set this up. 

You’re likely over-emailing your subscribers. If you have a Welcome flow, Abandoned Checkout, Browse Abandonment, and Post Purchase flows, there are 38 opportunities for those flows to overlap in ways you don’t want to. (yes I made up 38 - I wish I were a wiz at probability & statistics). If you’re using Klaviyo and your checkout form feeds into the same list as your Welcome flow, people from the checkout (whether they complete it or not) will end up in the Welcome flow—**unless** you’ve added a filter or split to stop it. Now, if they’ve completed the checkout (i.e. purchased), you don’t want them in the Welcome flow at all. They should go to the Post Purchase flow. If they started the checkout but haven’t finished it, you want them in the Abandoned Checkout flow, not Welcome. That’s the flow that’s optimized for that behavior. What if they submitted the popup, entered the Welcome flow, and THEN started & abandoned the checkout? You need to decide if you want to prioritize the Welcome or the Abandoned Checkout flow. We have 2 schools of thought on this at Luck & Co | Email for Ecommerce, but we're leaning towards keeping such subscribers in the Welcome flow. That’s one flow they cannot re-enter (until for now, I think Klaviyo is prepping a product update on that), and it’s usually more content-rich and appropriate for someone who’s new to the brand. There are more instances like this. Comment if this is interesting, and I’ll go through more use cases like this one. #ecommerce #DTC #emailmarketing