Once your shopper data is successfully integrated into your Email Service Provider (ESP), the next step is to establish rules and automation to effectively manage this data.
The specific process will vary based on the ESP you are using. Below, we provide some general guidelines for setting up rules and automation for each service provider.
To ensure the best results, we recommend reviewing our email flow best practices.
Klaviyo
To set up rules and automation in Klaviyo, follow these steps:
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Segments: Klaviyo allow's you to create segments of your audience based on specific conditions or filters. For instance, you can create segments such as:
- Shoppers who viewed a particular product in the last X days.
- Shoppers who started the checkout process.
To create segments, navigate to the "Lists & Segments" section in Klaviyo and define your criteria accordingly.
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Campaigns and Sequences: Once you've established segments, you can integrate them into your email campaigns or automated sequences. Campaigns are ideal for sending one-time promotional emails, newsletters, or announcements. Sequences, allow you to create a series of automated emails that are triggered by specific actions or time intervals.
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Automation Workflows: Klaviyo's visual workflow builder allows you to create automation workflows. These workflows can be triggered by various events, such as a new shopper joining your audience, a certain product being viewed, or specific interactions on your website.
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Personalisation and Dynamic Content: You can enhance the relevance of your communications by leveraging Klaviyo's dynamic content features. Tailor your emails with personalised recommendations, product suggestions, or dynamic discounts based on shopper behaviour and preferences.
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Testing and Optimisation: Before deploying your campaigns and sequences, take advantage of Klaviyo's testing capabilities. Preview your emails across different devices and email clients to ensure they display correctly. Additionally, use A/B testing to refine subject lines, content, and calls-to-action for optimal engagement.
Remember that these steps are only a starting point. Klaviyo's toolkit offers advanced features to further refine and optimise your shopper communication strategy.
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