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For your customer, there is almost nothing more frustrating than needing a product very badly and then finding out that it has run out of stock!
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Replenishment flows send your customers a reminder so that they can reorder and supplement a product on time. For many companies, this is also a good way to provide a good service and to generate extra sales by setting automatic reminders.
This can include food and drink supplies, but also products such as office supplies, makeup, toilet paper, cleaning products, vitamin supplements, health and beauty items, baking supplies, razor blades, pet food, etc. the list could go on.
For consumables, replenishment emails come in handy.
This is because replenishment emails automatically ensure that customers buy consumables on time - based on predictive data - before their previous order runs out.
A reminder is sent, as it were, to allow customers to place an order again.
Sending replenishment emails to existing customers is one of the easiest and most effective ways to generate sales and profits for your company.
After all, a good replenishment email strategy ensures that existing customers get exactly what they are looking for on time.
Initially, this is due to the fact that selling to existing customers is easier. In general, companies are 60-70% more likely to sell to an existing customer, compared to the 5-10% chance for a new customer.
In addition, research by Listrack demonstrated that replenishment campaigns have the highest “click-to-open” rate of all existing marketing emails, around 53.6%. In addition, the replenishment mails have, according to Ometria a conversion rate of 10-15%.
When it comes to replenishment flows, it is very important to get the timing right. After all, you don't want to send an email too early, but you certainly don't want to send an email too late either. So timing is crucial.
This can often become very complex very quickly when there are many variables that can apply. Such as how many people use a product, how often is the product used in a day, etc. In such a case, it is wise to first start with a simple setup that sends out the first email based on a guestimate of your customers' data. If you've calculated the average time between orders for the top 5 products, that's a great starting point.
If you have enough customers and data, you can also use Klaviyo's extensive AI and machine learning to determine the next order date.
A good replenishment email strategy is a golden opportunity for your company. First, by effectively focusing on existing customers, who make a purchase more easily than new customers. Secondly, by estimating exactly when a customer needs your product. This way, the click-to-open rate will increase drastically, and thus ultimately your conversion rate.
Replenishment emails can therefore generate recurring income and thus permanently increase your turnover.
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