Chapter 12: Personalized Messaging to Keep Customers Coming Back

There are two basic data collection flows that allow you to collect personal information about your customer and send them a special message that will make them feel recognized and special.

First Purchase Anniversary

Set up a flow that will tag the customer’s first purchase date (find this flow in the Klaviyo flow library).

Then, build an anniversary flow (also found in the flow library) that is triggered one year from that date, with a special email. Send them a coupon or email with new/trending products on the anniversary of their order and invite them back to your site.

Example emails:

Birthday Flow

There are a couple of different ways you collect your customer’s birthday:

1. Ask for their birthdate in your sign up form.

You can either include the option to input their birthday in your initial email capture:

Or, add an additional form on your site that specifically asks for their birthday with the promise of something special to come:

2. Send an email blast to collect birthdays from current subscribers via your manage preferences page

The “Sign Up For My Gift” button would direct to you manage preferences page in Klaviyo, which would include a place to input their birthday:

(Member Scott Sutherland updated his page and triggered an email to his list to capture birthdays. He’s a great person to connect with if you have questions about how to do it!)

If you’re running into issues capturing birthdate via the Manages Preferences page, check out this thread that goes into additional detail and may help troubleshoot.

Once you’ve captured your customers’ birthdays, set up a date-based flow using birthdate. I would recommend using the Countdown to Birthday Series from the flow library, so you can send them an email a couple of days before, an email day-of, and a follow-up a day later if they didn’t open the day-of email.

Example emails:

You could even create an additional touchpoint by celebrating your customer’s half birthday, like Outdoor Voices: