How to build customer relationships with Klaviyo
Managing the customer life cycle is one of the main axes for the profitability of an online store.
Not everything is an impulse purchase in e-commerce , and the work does not end once the user has purchased for the first time. Beyond achieving sales, what it is about is building relationships with clients, which allow you to become their point of reference for their needs.
From the moment a user arrives at your online store until they make the purchase decision , they usually go through different phases. In order to manage the customer communication process during each of them, at Webmefy we use the marketing automation platform like Klaviyo for our clients, which is an essential tool to attract, raise awareness, acquire and retain clients.
What are the phases of the customer life cycle?
As in any relationship, e-commerce business relationships go through different stages. From the first contact with the brand until a purchase is made and a long-term relationship is built.
In any marketing strategy for e-commerce based on a sales funnel, the different phases of the customer life cycle must be considered, as a basis for establishing effective communication processes to generate an impact on customer loyalty.
These are the phases of the customer life cycle:
- Awareness: at this stage the customer becomes aware of their need and is driven to look for a solution, such as purchasing our product.
- Consideration: the customer compares different options before making their purchase decision. Factors such as content marketing or email marketing strategy can help you consider the brand's value proposition.
- Purchase (Purchase): is the purchase phase, where the customer makes their decision to purchase the product we offer. Factors such as customer service and the user experience and reliability of the online store influence the final result.
- Retention: during this phase, techniques are applied to retain the customer, which encourages them to maintain their relationship with the brand, accessing more information or purchasing new products on a recurring basis.
- Recommendation (Advocacy): this is the last phase of the customer life cycle, when we have not only achieved the acquisition and retention of the customer, but also that they become an ambassador of our brand and recommend us to their friends, leaving you a positive review, or speak well of your store on social networks.
The use of email marketing through Klaviyo is decisive so that your brand can accompany the client throughout this process.
It is not about applying isolated actions to try to influence an impulsive purchase, but rather about building a long-term relationship that allows the customer to continue paying attention to us, purchasing new products, interacting with us and recommending the brand.
How does Klaviyo help you build relationships with your clients?
Email continues to have a decisive impact on the creation and monitoring of the sales funnel in online stores. It can be accessed at any time of the day from your mobile or tablet, it is not an invasive communication tool and there are solutions like Klaviyo that allow you to automate marketing flows in each phase of the customer life cycle.
Klaviyo is an email marketing tool for automating communication flows, specially designed for online stores. Its interface is very intuitive and easy to use, and it can be easily integrated with e-commerce platforms like Shopify, plus you can import customer contacts.
Klaviyo's functionalities allow you to send personalized emails automatically for each customer segment, according to the moment of the customer journey in which they are . You can also offer registration forms to increase your contact list, do A/B testing to compare and evaluate the performance of your emails, as well as make purchase predictions based on customer behavior to increase sales possibilities.
With Klaviyo we can apply different actions depending on the phase of the sales cycle that the client is in.
- Welcome emails
Welcome emails can be automated for new registrations, presenting new product offerings and focusing on the needs of the potential client.
We focus these contents on customers who are in the Awareness phase and are looking for information about your products. We want to generate a good first impression, connect with the customer to keep their attention and redirect them to the store.
- Email templates for content
Through automated email flows , we can use Klaviyo to offer content that helps the registered user or subscriber who is in the consideration phase, showing them the advantages of our value proposition and helping them take it a step further. How to add a product to the shopping cart.
To do this, Klaviyo allows you to use multiple templates , where you can present the copy of your emails in an attractive and user-oriented way, according to your objectives.
- Shopping cart abandonment emails
During the purchasing phase, users may delay the decision for multiple reasons. Reducing the shopping cart abandonment rate is key to increasing the profitability of online stores. With Klaviyo you can send automated emails within a period of time to encourage the customer to complete their purchase, or provide incentives if they do not decide.
- Customer retention emails
Any customer retention strategy involves following up with the customer after the purchase. Klaviyo also allows you to schedule emails for those who have already purchased at least one product. By automating these emails, you can increase the sale of complementary products ( cross selling ), invite the customer to join a loyalty program, or create new incentives that encourage the second purchase.
You can also apply techniques that help in the post-sales process , that help your potential customers become ambassadors of your brand, recommending your products on your same page, or sharing them on their social networks.
- Emails to recover lost clients
A second purchase does not always occur. Therefore, you need to have an email marketing strategy to recover lost customers, what is known as “win-back” campaigns .
Those customers who buy a product once and do not interact with your brand again for a long time need to receive, within reasonable and non-invasive deadlines, a flow of recovery emails that accentuate your value proposition, reminding them that you are still while there, or even offer you a coupon or discount to become a customer again.
As a consultant specialized in Klaviyo for e-commerce , at Webmefy we want to invite you to discover with our help how to apply a specific email marketing strategy that helps you build lasting relationships with your customers in your online store. Tell us how we can help you .
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