Creating Winback Flows in Klaviyo

Outline:

• Overview
• Requirements
• Understanding the value
• How to setup

Overview

• Building a Klaviyo flow from the “canceled subscription” event to create winback emails

Requirements:

• Klaviyo V3
• Cancel flow
• Quick Actions (optional but strongly recommended)

Understanding the value:

Customers canceling their subscriptions doesn’t need to mean the end of their journey with you. If you’ve created cancellation reasons in Skio, this information is being sent to Klaviyo.

By targeting customers with tailored messaging addressing the reason why they left, and offering a direct solution, you’re a lot more likely to win them back.

For example:

• A customer cancelled because it’s too expensive? Offer them a reactivation quick actions link with a discount code (baked into the link). 
• They cancelled because they had too much product? Reach out to them 3 months later (instead of 2) asking them if they’ve run out of inventory, and would like to resubscribe (again, with the help of our speedy reactivation quick actions link).

How to setup:

You’re free to customize this however you’d like. In the example below, we’ve built the winback portion underneath a more generic email. So the flow would be: Customer cancels > They get an email saying “we’re sorry to see you go” > then the winback portion kicks in where they’ll eventually get an email based on the reason they cancelled.

1. Within Klaviyo, go to your cancellation flow (if you don’t have one already, don’t be shy to reach out to success@skio.com, and we’d be happy to help set you up with one).
2. After the initial cancellation email,  you’ll likely want to add a time delay. This is to avoid spamming the customer with 2 emails back to back. This can be placed before or after the trigger split (mentioned below).
   1. If before, then this delay will apply to all cancellation reason winback email.
   2. If after, you’ll want to setup a delay for each cancellation reason winback email.
   3. In this example, we’ll go with option a.

Shown in image: Time Delay - Wait 30 days

1. Add a trigger split. Once added, after you click on the trigger split, and you should see the following:

Shown in image: Trigger Split displayed

1. We’ll want our first trigger split to see if the subscription is still cancelled. If the customer has already reactivated the sub previously, we don’t want to send them a winback email.
   1. Set the Dimension to “Status”
   2. Operator is “equals”
   3. Dimension value is CANCELLED

Shown in image: Trigger Split configuration - Status = Cancelled

1. We’ll leave the “no” branch empty since we don’t want to email customers that have an “active” status in this flow. However, under the “Yes” branch, we’ll add another trigger split. This is where we’ll start segmenting by cancellation reason
   1. Set the Dimension to “cancellationReason”
   2. Operator is “equals”
   3. Dimension value is [Select the cancellation reason you want from the drop down]

Shown in image: CancellationReason = I have too much

1. Add an email under the “yes” branch. All customers that have selected this cancellation reason will receive this email

Shown in image: email #2 sent if cancellationReason = YES

1. Now to address the customers that didn’t cancel because of this reason. Following the “no” branch of the 2nd trigger split (where we select the cancellation reason), we can add another trigger split with another cancellation reason. The “yes” branch for that new cancellation reason will have an email targeted to those customers. The no branch will then continue along to the next cancellation reason you’ve set. End result should look something like this:

Shown in image: Additional Trigger Splits based on cancellationReason answered

Bonus! Including Quick Actions

Now that you’ve built your flow, it’s time to work on the emails themselves. We strongly recommend leveraging Quick Actions in these emails, as it allows customers to engage and reactivate directly from the link. Check out our best practices guide on Maximizing Quick Actions.

A few quick things to note with the reactivation quick action:

• You can offer just the link
• Or you can include a discount code baked into the link (no action necessary for the customer to add the discount)
• AND/OR you can add a one-time upsell. If you create a free product in Shopify (and mark it as one-time upsell eligible in Skio), then this would act as a free gift on reactivation.