# Post Purchase Flow Klaviyo: The Setup That Added 6 Figures for Our Clients (2026)

Channel: Emiel Dingemans | eCommerce Retention Marketing
Video: https://www.youtube.com/watch?v=ldFEKh0Zjng
Duration: 16 min
Language: English
Words: 3079
Transcript page: https://viewrankai.com/tools/youtube-transcript/ldFEKh0Zjng

---

[0:00] This is what a high converting post purchase flow looks like. And I've got good news. I'll show you how to build that. Because you know what? Most ecom brands think they have a post-purchase flow, but in reality, it's just a couple of thank you emails that do absolutely nothing for repeat revenue. If your post-purchase flow isn't actively increasing the lifetime value of your customers, reducing returns, and driving second purchases, you're leaking money on every single order. So, let me show you exactly how to build a high converting post purchase flow inside your Claio account. It's the same structure we use to turn first buyers into loyal repeat customers. And it will

[0:38] be the last video you'll ever need to watch on post purchase flows for e-commerce. Using this exact post-purchase system, we've helped ecom brands like TSRT and Magic Linen increase their repeat purchase rate by up to 40% and add six figures in additional revenue within months. So first let's talk about the importance of the post purchase flow and the main reason is that it drives repeat purchases. So the post-purchase flow is one of the most effective tools for turning one-time buyers into repeat customers which directly increases your store's revenue of course and research shows that retain customers are nine times more likely to convert compared to new ones. And additionally, repeat

[1:20] customers spend 67% more than new customers. So again, it is super important to make sure that your first time buyer gets converted into a repeat customer. Plus, what we typically see with most ecom brands is that most returning customers buy within 30 days after their initial order. So if you want to improve your first to second time purchase rate, you have to do this within the first 30 days. As you can see on this screenshot from one of our clients, you can see how the first to second purchase rate is and what the time between order is. Typically, we see

[1:57] that this is within the first 30 days. Same for for this brand. So, that's your biggest window of opportunity. And besides that, the post purchase flow is also super important to make sure that you can reduce your returns to maximize your profit margins because bias remorse is a major reason for returns which directly cuts into your profit margins. And a well-crafted post-purchase flow can minimize this by reinforcing the value of the purchase that they did. And data shows that 95% of the customers who receive proactive post-purchase communication are less likely to return their product. So providing usage tips, care instructions, building excitement in your post-purchase emails reduces the

[2:41] doubts that your new customer can have and it helps ensure customers are satisfied with their purchase. So few returns means more revenue that stays in your pocket. So with that being said, let's go into the post purchase flow structure. And this is like a typical structure that we like to use. So the flow trigger of course is place order. There are two flow filters that we like to use which is place order zero times in starting this flow. Which means that if someone did a purchase, receives the post-purchase flow but does another purchase, they won't receive the rest of the post purchase flow because that second purchase will already trigger the

[3:20] post purchase flow. And the second filter is canceled order zero times since starting this flow. So if someone purchase gets the post purchase flow but then cancels their order, they won't receive the rest of the flow for for obvious reasons. Then the flow structure itself. So typically we like to have a split between first time and returning customers. And in this example, you see we only have like one split, but of course you can make multiple splits between first time buyers, second time buyers, third time buyers, four-time buyers, etc. For some brands, it does make sense, but for the majority of the brands, it's already good to at least

[3:55] start with first- time buyer version and a returning customer version. So, the first email we like to to send it after 10 minutes after their initial purchase, not immediately because they already receive the transactional emails via your Shopify or Hookcommerce account with like their order details and shipping information. So, you don't necessarily have to email them right away. So that's why we always recommend to wait like 10 minutes and this first email is just a thank you email. So we thank them for buying. We give them the most important information and we already try to cross-ell them. Then 2 days later we sent them email too which

[4:29] is basically an email where say hey your order is on its way. Of course it also depends on your shipping times but yeah we just want to build excitement and again we want to try to cross-ell them to get them to buy again. Then we have like a split based on the product category or based on the product depending on the size of your business and how many uh products you have. And with this email, we specifically want to give them more information about how to use the product in the best possible way. And of course, only if it makes sense for your brand. For example, if

[4:59] you're an apparel brand, this can be a lot more basic with just simple care instructions and you don't need those kind of splits. But if you have more of a technical product, it can be super interesting and super good to have like in-depth how-to guides to prepare people for their delivery and again build that excitement as well. The emails after that are more optional. So if social media is important to you and you're active on it, that's like super important as well. You can do a social media push because the more touch points you can have with your customers, the better it is to increase your repurchase

[5:31] rate. So if you have them on your email list, on your SMS list, on their social media, via different channels, um you can reach them in multiple ways. And again, this is just good to build a relationship and to increase your repurchase rate. Same for your loyalty system. If you have a loyalty system, push it uh as well and show you them the perks that they have with your loyalty system. And then the last email typically uh this is when they already received your product uh is a personal check-in a plain text email from the founder where you ask them how did everything go with their order and again

[6:03] you want to cross that. So this is like a good structure that we typically like to use for for our own clients as well. Before we move on, a quick reminder. If you want our exact post purchase flow map, the email outlines and copy framework. You can download our free post purchase playbook via the link in the description. Or if you want more Clavio tutorials like this, make sure to subscribe to the channel. All right, let's continue. So, how do you set this up in your Claio account? Well, it's pretty simple. In your Clave account, we're in a test account. In the left menu, you go to flows and then in the

[6:37] top right corner, you hit create flow. And over here, you can already find like the default flows from Claio. And we already see post purchase follow-up order count split. Then if you click on it, you can already see like a split that Claio is using and a default flow. So let's call this post purchase demo and use template. And once it loaded, we're going to the trigger and we got to make sure that we have the right filters. So what someone has done has placed order zero times since starting this flow. And what someone has done person has canled order zero times since starting this flow. Then as I mentioned,

[7:18] we're not going to wait a day. We're going to wait 10 minutes before we send out email one. And we're going to have a split where it says conditional split has placed order equals one overall time. If yes, it's a new customer. If no, it's someone who has done like multiple orders. And as you can see in this default flow, they also have like a split for two times. So if it's no, then they have done like at least three purchases. So that's also a split that you can use. And when you send out emails in this flow, always make sure to turn off smart sending. So skip recently

[7:52] email profiles. You want to turn this off because yeah, if someone just did a purchase at your store, you do want to make sure that they get every single email of you. And let's say you've sent them a sale email and they bought via that email and it has been sent like I don't know within the last 12 hours, then they wouldn't receive this post purchase flow. And that's of course not what you want. So always make sure to turn off smart sending for every single email in this flow. And that's how you create a simple flow structure for your post purchase flow. Now, let's dive into

[8:23] every single email and how it should look and what should be inside every single email. So, the first email is just a super simple and basic thank you email. So, this first email sets the tone for the post-purchase experience. And typically, we like to use a plain text email directly sent from the founder. And for first-time buyers, this is your chance to make like a memorable impression. So, you want to thank them for trusting your brand and reassure

[8:48] them that they made the right choice. For returning customers, of course, it's all about expressing your gratitude for their loyalty and reinforcing the value of their decision to come back to your brand. And again, you do want to make sure that those emails feel genuine and tailored towards their specific situation. So, typically what you want to have inside is just a thank you. You

[9:08] want to confirm their order progress. So, offer support and tell them what they can expect from you from from your brand. Of course, they already received the transactional emails with like specific information, but still it's good to give like an general overview of what to expect. And optional, you can already like cross-ell them to increase the average order value because again, the biggest window of opportunity is within the 30 days. And we see that with email one, if even if we just include the link to your website, it already gets like a really good place to order rate because yeah, people just ordered and maybe some other products could be

[9:43] super interesting for them to buy as well. So you can recommend a specific product as well and yeah, we've seen some great results with that. So just a couple of examples over here. Again, it's all plain text and it's pretty short. You just want to thank them. again get some shipping information and you want to lead them back to your website to again cross-ell them with a specific product or to get them at least back to your store. Over here you can see some subject line ideas as well. But again, if you want to download this post purchase guide for free, just click on the link in the description below. Email

[10:14] two. So this email is all about the order being on their way. So typically it's sent like 2 days after the first email and we just want to reassure them that their order is on their way. Again, we just want to reduce the buyers remorse. So, this email is really designed to build excitement about the purchase while also addressing any lingering bias remorse by reminding them of the value that they will soon experience, of course. And also, you can use Clavio's product feed to recommend complimentary items. So, you can already try to cross upell them to boost again that first to second purchase rate. So,

[10:47] what needs to be inside this email? reinforce the value of the purchase, build excitement for the delivery, and include recommendations uh either with static product blocks or with Claio's product feed. So, just some email examples over here. So, flavor on the way, your spice pots are on the way. We're excited for you. Uh while you wait, check these out. So, we highlight some refills, a cookbook, a candle, and just a kit. So, that's a way that you can do it. Uh, another example. So, complete your fitness nutrition. Treat yourself to something extra. And, uh, with this email, we just show combinations that really go well, like

[11:21] the isolate with creatine or the multivitamin with the collagen or the isolate with the collagen plus. So, these are all bundles that we recommend and this way people can complete their stack. Um, another example where for this saber brand where we say, "Hey, explore more sabers." And we show them recommended sabers based on their initial purchase and we show them the mystery saber, which works really, really well because people are curious

[11:46] about that. So, it creates a curiosity. And of course, always end with like a shop all button to at least get people and get traffic to to your store. Again, some subject line and even preview text ideas over here. Then, email three. This is more of a how-to email and this email is split based on the product or based on the product category that the customer has ordered. We want to be as specific as possible and we don't just want to send like a generic email that's not applicable to someone's order that would really hurt the customer experience. And the goal really is to help them out get the most of their

[12:19] purchase. So we just want to provide them with valuable tips and guidance and this will reduce the likelihood of returns. It will improve the customer experience and you basically show your customers that you genuinely care about their satisfaction. So what needs to be inside? Personalization based on their purchase, clear actionable product tips. Uh again, reassurance that they made a good choice and optional links to frequently asked questions, manuals, videos, stuff like that. So an example, getting started with your smoker ecigarette. So, how to use your ecigarette in three simple steps uh when to change your refill and uh information about recharging your battery. So, for this brand, uh this is like super

[13:00] valuable information to share with new customers. Another example for this tea brand, uh we show them exactly how to brew and we link them to a blog where they can find more information about temperatures and steep times and stuff like that. Then, email four. So, this is optionally a social media push and this encourages customers to follow your main social media channel. Um, again, super important to have like multiple touch points via different channels with your new customers. So, yeah, it's just a simple invitation to follow you on social media. So, for this brand, we say, "Let's get social, join the silly party on social media, follow now." And

[13:37] they can even win some money if they tag your brand. So, that's also a good way. And over here for Savis Pro, be part of the Galaxy. So follow on Instagram or follow on Facebook. Email 5 again optionally a loyalty system push. So this optional email is a great way to introduce your loyalty program and explain the benefits of joining it. So by encouraging your customers to enroll, you can boost the customer retention and incentivize repeat purchase. Loyalty systems I think are going to be super important in the upcoming years. So definitely recommended to first of all have a loyalty system and to push it inside your post purchase flow and this

[14:14] is how it can look like. So earn points, save money with smoke points. You can earn rewards every time you shop, review and refer a friend. And yeah, we have uh a quick explanation over here and we guide them towards a page where they can find more information. The main thing that you want to make sure of is that you immediately make clear what the benefit is for your customer on why they should join your loyalty system because people will only join it if there's a clear benefit for them, which usually is like discounts that people can get. And then finally, email six. This is the

[14:47] personal check-in and one of the emails that generates the most amount of revenue to be honest. just a personal touch point with the founder with a plain text email to make sure that the customer experience was all smooth. Everything went smooth with their order. So, it just shows that your brand generally cares about the satisfaction. And in addition to offering support, this email can encourage your customers to make another purchase if they're happy with their initial purchase, of course. So just a simple email like this, couple of lines and we just guide people towards the website and you just want to offer support and make sure that

[15:19] everything went well with their initial purchase. Here's the truth. A great post purchase flow is only one piece of a profitable email and SMS system. To truly scale revenue, you need proper list growth, flow optimization, campaign strategy, and ongoing testing. If you want our team to build, manage, and optimize your entire Claio email and SMS system, check out the first link in the description to see how you can work directly with us. And also go watch this video where I show you the complete guide to play email marketing. After watching it, you'll know how to grow an email list, set up automated emails, send campaigns, segment customers, and

[16:00] avoid your emails going to spam. It's really good, I promise. So she over there.

---

About this transcript
Read from YouTube's own caption track and laid out by ViewRank AI (https://viewrankai.com).
ViewRank AI finds the videos already beating a creator's own average on Instagram, TikTok and YouTube Shorts, transcribes them from the audio itself in more than 60 languages, and turns what worked into new ideas and scripts.
Free transcript tools, no account needed: https://viewrankai.com/tools
How to read any video this way: https://viewrankai.com/llms.txt