How to Create a Customer Reactivation Flow in Klaviyo
- Dispatch Strategy Team
- Apr 10
- 3 min read
Reactivating inactive customers is essential for maintaining a healthy email list and driving revenue. With Klaviyo, setting up a customer reactivation flow—also known as a win-back flow—allows you to reconnect with lapsed customers and encourage them to re-engage with your brand.
What Is a Customer Reactivation Flow?
A customer reactivation flow in Klaviyo is an automated sequence of emails designed to win back inactive customers. It targets individuals who haven’t interacted with your brand for a specific period, offering personalized content, incentives, or updates tailored to their preferences.
Step-by-Step Guide: Setting Up a Customer Reactivation Flow in Klaviyo
Creating a customer reactivation flow in Klaviyo is simple with the platform’s intuitive tools.
Here’s how:
1. Define Your Inactive Customer Segment
To start, identify the segment of customers you want to target:
Navigate to Lists & Segments in Klaviyo.
Click Create List or Segment.
Set criteria such as "Placed Order at least 6 months ago but not recently" or "Hasn't Opened Email in the Last 90 Days."This segmentation ensures your flow targets only those who need reactivation.
2. Create the Flow
Once your segment is ready:
Go to Flows in the left-hand menu.
Click Create Flow and choose the Winback Flow template or start from scratch.
Set the trigger to activate based on your inactive segment.
3. Design Your Email Sequence
Build an engaging email series that includes:
Email 1: A friendly "We Miss You" message with a discount or special offer.
Email 2: Showcase new products or updates relevant to their past purchases.
Email 3: A final reminder with urgency, such as "Last chance to claim your offer!"
Use Klaviyo's dynamic content blocks and personalization tags (e.g., {{ first_name }}) to tailor messages for maximum impact.
4. Test and Activate
Before launching:
Preview each email to ensure accuracy.
Use Klaviyo’s A/B testing feature to optimize subject lines and content. Once satisfied, set the flow live.
Best Practices for Reactivation Flows
To maximize the effectiveness of your reactivation efforts, follow these tips:
Personalize Content
Incorporate dynamic elements like customer names, past purchases, or browsing history. For example:
"Hi {{ first_name }}, we noticed you loved [Product Name]. Here’s 20% off your next order!"
Offer Incentives
Dormant customers often need extra motivation. Test incentives such as:
Discounts (e.g., “Here’s 15% off just for you!”).
Free shipping.
Early access to new products.
Optimize Timing
Send reactivation emails at strategic intervals based on your brand’s buying cycle. For instance:
Short cycles: Reactivate after 3–6 months of inactivity.
Long cycles: Wait 6–12 months before initiating.
Suppress Unresponsive Profiles
Protect your sender reputation by suppressing profiles that remain inactive after completing the flow:
Navigate to Lists & Segments in Klaviyo.
Add unresponsive subscribers to a suppression list.
Common Mistakes to Avoid
Avoid these pitfalls when setting up your customer reactivation flow:
Overloading Emails: Space out emails to avoid overwhelming recipients.
Generic Messaging: Tailor content specifically for inactive customers rather than using generic templates.
Ignoring Metrics: Monitor open rates, click-through rates, and conversions using Klaviyo’s analytics dashboard and adjust accordingly.
Conclusion
A well-crafted customer reactivation flow can breathe new life into dormant subscribers while boosting revenue and engagement. By leveraging segmentation, personalization, and strategic incentives, you can turn inactive customers into loyal ones again.
If you're struggling with customer reactivation or optimizing flows in Klaviyo, let’s talk.
At Dispatch, we help brands maximize revenue from email & SMS without damaging subscriber engagement.
Connect with Dispatch today to optimize your email marketing strategy.
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