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With the current trend of increasing expectations for personalization in marketing, an Anniversary Flow is a great way to put your subscribers in the limelight. This automated series allows you to connect on a personal level.
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Using a date as a trigger to trigger a flow is a great way to interact with your subscribers around important data you collect from them. The best-known examples of date-triggered flows are around an anniversary or a birthday.
Data-based flows are triggered by a date that is stored as a property within a customer profile in Klaviyo. For example, a date of birth can be saved as a custom property that you call “birthday.”
You choose a trigger to start a flow: on or before the actual date. For example, a birthday flow can send messages to a recipient two weeks before the actual birthday. You can also let the flow start after the date; to do this, start the flow on the date and then add a time delay. If you choose to let the flow start before the date, you can select any number of days, weeks, or months in advance.
An Anniversary or Birthday Flow is a way to make your subscribers feel special and connect on a personal level. With this flow, you indicate that they are important to you and appreciate them. In addition to the fact that celebrating an anniversary can generally have a positive effect on the relationship with the customer, this can have a direct effect on additional sales through a promotion.
With a Birthday Flow, you congratulate someone on their birthday. This information must be collected during or after subscribing to the email list. Once the data is included in the customer profile, it can be included in a specific flow. Of course, you understand that a general email that can be addressed to anyone comes across as less special than a specified email, such as your VIP customers. For example, you can add a conditional split to the flow with the condition “order value is greater than €X, -”. The customers who follow the YES path will then receive a different discount or a “more special” message that customers who follow the NO path. There are many options for these anniversary flows, such as an anniversary (dates on which a customer signed up), birthdays, wedding dates, etc. Always check what is applicable to your company and/or product.
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There are many options for creating flows based on important data about your subscribers. By paying attention to this and sending your subscribers a message, you can connect with them without costing you any extra time. So it's a great way to get in touch with your subscribers and get your products to the man (or woman)!
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Polaris Growth is a CLV e-commerce agency. We support ambitious online stores with: Klaviyo, conversion optimization, data & analytics and ecommerce strategy.
