Using dates for email flows can completely transform how you connect with your customers. Date-triggered flows are exceptionally powerful resources in Klaviyo, and chances are, you’re underutilising them!
Don’t get us wrong, using them to trigger birthday flows is a great way to maintain customer loyalty. However, there are so many other ways you can implement these powerful tools that aren’t part of the standard email marketing handbook.
When used correctly, these flows let you target customers at an even deeper level, ensuring you can meet them exactly where they are in their purchase journeys.
Not sure how else you can use a date-specific flow? We’ve detailed some ideas below.
Using Dates for Email Flows: Purchase Anniversary Flows
Adding a date to a customer’s profile when they place their first order allows you to track how long it’s been since then. You can celebrate important milestones with your database, such as a year after their first purchase.
If your product can be ordered on repeat, you can offer an incentive to restock. If not, you can provide customers a gift to pass on to a family member or friend to generate word of mouth and strong referrals.
Not into discounting? You can even just use this flow to thank them once more and share how grateful you are for their love and support.
Date-Triggered Email Strategy: Warranty Expiration Flows
Are you in the business of larger, high-ticket items? Products, such as gadgets and furniture, often come with standard warranties. A fridge, for example, may come with a five-year warranty. Attaching this date to a customer’s profile lets the system know exactly when their warranty will expire.
You can then use date triggers to email customers at the end of their warranty period, either to extend their warranty or remind them about the looming expiration.This flow may not specifically correlate to an uplift in sales, but it bolsters loyalty and can help build a positive reputation within your purchaser communities.
Other Significant Birthdays
Who said that you only have to celebrate the birthday of the person behind the screen? You can ask for as many dates as you want when customers sign up. Just be mindful that too many questions can reduce your form submission rates.
Depending on your product, you may be overlooking some important birthdays. Take a pet shop, for example. Are you asking customers when their pet’s birthday is? What about a children’s clothing brand? Are you including the little one in communication?
Showing that you remember these special days, even when they don’t directly apply to the main subscriber, can help strengthen relationships, which is critical for enhancing long-term sales.
Other Significant Anniversaries
Like the above, these dates may not apply to all brands. But if you can weave them into your offering, we always recommend doing so.
For example, if you’re a jewellery business, you may ask a customer when their wedding anniversary is. This allows you to send discount codes and offers to a customer when they’re likely already considering a celebratory purchase.
Other key dates you may want to consider include graduation dates, move-in dates (for new homeowners) and even holiday milestones.
Not Sure How To Collect And Use This Data?
Date flows are incredibly powerful, but they can also be quite complex to set up and manage.
At Email By Design, we have mastered the art of date-specific flows to ensure that you can always target customers at the right time. Not sure how to set these up for yourself? Book a free 15-minute consultation with us today to get started.
