1. The Ecommerce Blueprint Module 3, Lesson 2:
Setting Up Flows and Campaigns
Now that you have Klaviyo all set up, you can utilize campaigns and flows within the
Klaviyo program to optimize your email marketing capabilities.
Campaign:
One time email blast that can be sent to a list of people or a segment. When should
you use it? It works best when it’s applicable to your entire audience. Big news that
you want everyone to hear (e.g. new product launch, big discount, or a “cool
happening,” like a new charity partner). Don’t send these all the time—be choosy.
Tips for composing a campaign:
 Pick your message (what is it you’re primarily trying to convey?)
 Write the content (be personal!)
 Include an image (can dramatically increase the click through rate—find one
that really fits it. Go to canva.com to create one!)
 Schedule a date (think about what your target customer is doing at a specific
time—not at 3:00am! Either in the morning or early afternoon is best.)
Do this now before we move on!
Flow:
Automatic emails that go out to someone based on behavior. You will write these in
advance. You can change them at any time, but be aware that the content may be
there for a long time. When should you use it? Some examples:
 Abandoned Cart—when someone goes to checkout, fills out their
information, but never completes their purchase.
 Come-back/Win-back—someone has visited a few times or purchased once,
but hasn’t been back in a while.
You should set up flows first—they are the most important because they are
targeted. It’s work in the beginning, that will pay off in the long run.
Brand Onboarding Flow:
Brand onboarding is setting up a sequence of communications that lets your
customers know who you are, what you stand for, and what makes you different.
They will be more likely to continue buying from you, and to share with their friends
and family. Here are the steps to the Brand Onboarding Flow, which you send after
someone makes a purchase:

2.  Email #1: Thank them for their purchase. Be personal about why their
purchase is meaningful to your company.
 Email #2: Give them the company story. This is big picture about what you’re
trying to do/how you’re trying to change your industry. Be concise.
 Email #3: Ask for something. This could be another sale, recommendation,
testimonial. An example of a good subject line is, “Can you help?”
In the next lesson, you’ll learn how to install SumoMe, an app that helps grow your
site’s traffic.