How to Set Up a Replenishment Campaign in Klaviyo
- Dispatch Strategy Team
- Apr 7
- 3 min read
Replenishment campaigns are a powerful tool for e-commerce brands selling consumable or recurring-use products. By reminding customers to reorder before they run out, you can drive repeat purchases, build customer loyalty, and maximize revenue. Klaviyo offers robust automation features to set up these campaigns seamlessly. Here’s how to create a replenishment campaign in Klaviyo.
Setting Up a Replenishment Campaign in Klaviyo
To set up a replenishment campaign in Klaviyo, follow these steps:
Log into Klaviyo: Navigate to your account dashboard.
Create a Flow: Go to the "Flows" tab and click "Create Flow."
Choose the Trigger: Select the Placed Order event as the flow trigger. This ensures the campaign targets customers who have made a purchase.
Add Filters: Use filters to specify the product purchased and exclude customers who have already reordered since entering the flow.
Set Time Delays: Add time delays based on the product’s usage cycle (e.g., 20 days for a 30-day supply). This ensures emails are sent when customers are likely running low but not completely out.
Design Emails: Create engaging email content reminding customers to restock. Include product details, links to the product page, and incentives like discounts or free shipping.
Add SMS (Optional): If SMS is enabled in your account, add SMS reminders for higher engagement rates.
For detailed instructions on configuring these steps, check out this guide on email automation for consumable goods.
Detailed Explanation
Choosing the Right Trigger
The Placed Order event is essential for replenishment flows because it allows you to target customers based on their purchase history. To make it product-specific:
Add a trigger filter for the specific item purchased.
Include a flow filter to ensure only customers who haven’t repurchased enter the flow.
Timing Your Campaign
Timing is crucial for replenishment campaigns. Consider factors like shipping delays and product usage cycles:
For example, if your product typically lasts 30 days, send the first reminder around day 20.
Use Klaviyo’s predictive analytics to optimize timing further.
Designing Email Content
Effective replenishment emails should:
Be simple and direct.
Include product details and links.
Offer incentives like discounts or free shipping.
For inspiration, explore best practices for crafting replenishment email content.
Adding SMS Notifications
SMS can complement email campaigns by providing time-sensitive reminders with higher open rates (98%). To integrate SMS:
Enable SMS in account settings.
Add an SMS message after the first time delay in your flow.
Customize messages with dynamic fields like customer names and product links.
Learn more about using SMS in replenishment flows.
Best Practices
Optimize Timing: Test different time delays to find what works best for your audience.
Segment Customers: Use conditional splits based on order value or purchase frequency to tailor messaging.
Keep Messages Simple: Avoid overwhelming customers; stick to 1–2 emails or SMS reminders per campaign.
Offer Incentives: Discounts or free shipping can boost conversions, especially for first-time flow recipients.
Avoid common mistakes like sending reminders too early or failing to exclude customers who’ve already reordered.
Conclusion
Setting up a replenishment campaign in Klaviyo is straightforward but impactful for driving repeat purchases and boosting customer retention. By automating reorder emails and leveraging both email and SMS channels, you can ensure customers stay stocked with your products while increasing revenue.
If you’re ready to take your email marketing strategy to the next level, Dispatch is here to help!
At Dispatch, we specialize in optimizing Klaviyo flows and campaigns for e-commerce brands looking to maximize their ROI.
Connect with Dispatch today and start building smarter email campaigns.
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