# Klaviyo Customer Win Back Flow Tutorial (2025)

Channel: Emiel Dingemans | eCommerce Retention Marketing
Video: https://www.youtube.com/watch?v=zBrMJbtW4zY
Duration: 11 min
Language: English
Words: 2526
Transcript page: https://viewrankai.com/tools/youtube-transcript/zBrMJbtW4zY

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[0:00] in 2025 customer retention is more crucial than ever and the best customer winback clay flow can bring back customers back like clockwork in this video I'm going to show you the exact clayfield flow that's re-engaging lost customers and driving thousands in repeat sales for more than the 40 Ecom brands that we work with at our email marketing agency stick with me and by the end of this video you'll be ready to set up a winning winback flow to make 2025 your best year yet but first let's let's discuss why it's so important to have a customer winback flow in the first place the first reason is the high

[0:35] customer acquisition costs so acquiring new customers have become way more expensive with ad cuss Rising across platforms like Facebook Instagram and Google and for many Brands the customer acquisition cost is eating into their profits making it harder to scale sustainably and a customer wi flow is a cost effective way to generate revenue from your existing customers since this flow is focusing on people who've already engaged with your brand before they already done a purchase at your store so by targeting your current existing customers the people who already know your brand you can skip out on the Hefty acquisition cards and you can actually work on an audience that's

[1:10] way easier to convert but this approach not only improves your return on investment but also helps balance out the high cost of acquiring new customers for your brand the second reason why you should have a customer winback flow is because of the customer turn and its last revenue and let's be real customer turn is inevitable for any business but it becomes a problem when your retention efforts aren't strong enough to keep past customers engaged and for ecomerce Brands a high turn rate means loss revenue and missed opportunities to actually build that loyalty within your customer base and that's why the customer winback flow is designed to

[1:44] build that loyalty by reactivating the customers that are drifting away and a customer win back flow is also increasing the chances that you turn your first time buyer into a loyal returning customer so it can help you increase the customer life and value of each customer within your brand now I told you why the customer wi flow is so important for your e-commerce brand now let me tell you a bit more about this customer wi flow so in a nutshell the custom w flow is a flow designed to make sure that people who haven't bought from your rent in a while will return to your store and will do a second third fourth

[2:15] purchase at your store so it's specifically Target to those who are once active Shoppers and haven't bought from your brand and let's say the last 60 to 90 days and the purpose of each email in this flow is to basically re-engage those people to address potential reasons for them why they haven't shoed for a while at your brand and to get them to buy once again from your store and you want to do this by showing personalized recommendations showing your new arrivals or bestsellers or simply a reminder of the past purchase and the positive experiences with your brand now as an email marketing agency I've seen a ton of

[2:49] customer winback flows with more than hundreds of e-commerce Brands out there so let me tell you the top three things that I often see go wrong with a customer winback flow the biggest mistake I often see is that thep timing is wrong so they're sending this flow too early or way too late the second mistake I see is that this flow is too sales heavy the econ Brands like to give away discount straight away to win back lost customers and the third mistake that I often see is that it lacks optimization so e-commerce brands are not running AB tests on the customer Wick flow to optimize the results over

[3:20] time so what is the right way of doing it first of all split test the ideal timing and look at the data to give you a good starting point for some Brands it makes more sense to start after 60 days some other brands it makes more sense to start after 120 days and the second thing that you want to do is that you want to build a connection first and give discounts later in your flow so not immediately and the third thing asly is that you should run a B test continuously to optimize results over time and by doing that you'll get way better results so how to set up this

[3:50] flow in Cayo let me show you in our demo account so if you're in your Cay account in the left menu you click on Flow and then in the top right corner you hit create flow and then immediately you see at start with the essentials you see a customer wilow standard so we can click on that and then you already see a default flow so let's call this custom winb demo and create flow and then if you click on trigger you'll see that the main trigger is placed order and there are no trigger filters there's one profile filter which is placed order zero times since starting this flow

[4:21] because asly when you have multiple emails in this flow if someone has done a purchase you don't want them to receive the rest of your customer winback flow then if you take a look at at this default clay flow you see that their default time delay is 75 days but again this is something that you should optimize for your specific brand and then by default they use a two-part sequence in this case so two emails in this flow separated by a 15-day time delay so this already gives you a good base to start with but this is not the exact structure that I would recommend for your e-commerce brand so this is the

[4:52] structure that I would actually recommend for you for a winning customer winback flow so first of all we have the flow trigger so as I just showed you that's placed order and then you want to have a time delay to decide when you want to send the first email so in general I always recommend to send it after at least 60 to 90 days but again as I said before look at the data of your Shopify account and make sure to run a split test to basically pinpoint the exact best time delay for your specific e-commerce brand and then the flow filter is place order zero times in

[5:22] starting this flow and then the structure that we like to use is a is a five-part sequence where in the first email we just send a we miss you email two days later we send a new arrivals email 10 days later we give away a discount for the first time so only after two emails in email 4 we're going to give a reminder on discount and the same for email 5 it's going to be the final discount reminder now let's get into the specifics of each email so first of all email one so the goal of this email is to reconnect with the customer using a friendly we miss you

[5:51] approach so we're not giving away a discount it's just a solid reminder about your brand and any new products available so what needs to be inside a we miss issue angle simple friendly body copy and you want to highlight new arrivals or if that's applicable a company update and over here you see an example of one of our clients where we say miss you let's continue the celebration shop now and hey name it's been forever we miss you we're popping in to remind you to celebrate your life your friends and most importantly you if life has been a little hectic now is the perfect time to hit B cely chats is the

[6:23] perfect way take a moment for yourself and reconnect with people who matter most and then a check it out button so again a friendly tone of voice and just a subtle reminder of the print now for each email also have a lot of subject line and preview text ideas that you can literally steal and copy paste into your own customer wi flow if you want to have access to this full guide including the email examples the subject line ideas and the pre text ideas make sure to hit the first link in the description get access to this guide for free next up is email 2 so the goal of the second email

[6:54] is to prompt action by making them reconsider your brand so you want to use a light are you still interested angle and you want to focus even more on your new arrivals so what needs to be inside a similar layout to emo1 he do you still like us angle since you already said that we miss them and you want to show your new arrivals with specific recommendations when that's possible of course so an email example that you see in here is from surreal where they say time to start spooning seriously they are moving fast come back and dive into the goodness and then a callaction button dive back in and then they

[7:24] recommend the candy kittens in this case and then the reviews are in with a review and complete your order so this is a great example of a customer winback email that you can literally copy paste for yourself and again if you want to have access to the subject line ideas in the pref text ideas make sure to download the free guide by clicking the link in the description next up is email 3 and with email 3 we want to offer a good discount to show our appreciation of them being a part of our brand so what needs to be inside this email again you can use the we miss you angle and

[7:53] you want to give away the highest discount possible and not only that you also want to mention that this is the highest discount possible to really showcase that you're showing your appreciation for them and that you're giving them the best offer possible and the bonus if you can give personalized product recommendations for this person so a way that you can do that is by loading in a data feed with your product so an email example that you see in here is from TS we've missed you here's 50% off but in here it will showcase the unique coupon and shop and say 50% and then it's been a while and then some

[8:22] recommendations and a reminder of the discount code again and then we give some recommendations for some tees that they might like and then a call to action button and really simple you just give away discount code you mention this is the highest discount possible and you give some personalized recommendations and then we're already at email 4 so the goal of this email is pretty simple you just want to give a reminder of the discount that you gave them in the previous email but you now want to insert a lot of urgency by mentioning the fact that his discount is expiring in 48 hours and again it works best if

[8:52] you can give personalized product recommendation so people know what to do with the disc code you just gave them so an email example that you see in here is is from seed spin 15% off your next order we can't hold your discount code for much longer you one time 50% off code expires in 48 hours use code with a new coupon and Shop 50% off and you may like these and then some recommendations for this specific person and also some social proof by showing a review and then the last email of the sequence which is email five and this email want to give one more reminder of the

[9:22] discount code that we gave them in email 3 but now we use an urgency of just 24 hours left and not only that we want to make this a plain text email from the founder to give it more of a personal feel and this is great for email deliverability as well sometimes a designed email May land in the spam box but a plain text email in general tends to L more in the primary inbox so you have more chance that people actually see and open your emails so what needs to be inside a personal message from the founder a reminder of the discount code that you gave them in email tree but now

[9:51] with the urgency that the code is expiring in 24 hours a final call to action to redeem and again it has to be a plain text email to give it more of a person feel so a simple email example that you can use is something like hey name it's Founder's name here from brand name I just wanted to reach out and thank you personally for being a part of our community we notice it's been a while since your L purchase and I wanted to make sure you didn't miss out on our exclusive offer there's something you've been eyeing Now's the Time you've got 24 hours left to use your 50% discount

[10:20] before it expires just click the link below to shop with your special savings use code unique coupon then the call to action shop now and save this isn't just about the savings it's about letting you know how much we appreciate having you here if there's anything you need just hit reply we're always here to help looking forward to welcom you back Founder's name founder of brand name so it is a really simple template that you can literally steal if you download the guide for free by clicking link underneath this video and that's how you can set up the best customer winback flow in Cayo to re-engage fast customers

[10:53] and to boost your sales all year long in 2025 now if you're looking to take your email marketing to the next level check out my full course on the best Emil marketing calendar in 2025 it covers everything you need to know to plan and execute a winning Emil strategy all year long in 2025 so click here to watch it and if you enjoyed this video make sure to like it and also make sure to subscribe to this channel if you want more tips on how to grow your e-commerce brand with email marketing thanks for watching and I hope to see you in the next one

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