The Basics of Klaviyo SMS Flows

The basics of Klaviyo SMS Flows

Many Shopify brands want to combine email marketing with SMS marketing. And truly, it packs a 1-2 punch. This article is focused on the basics of setting up a Klaviyo SMS Flow. Remember, there’s a difference between Klaviyo flows and Klaviyo campaigns.

Building an SMS campaign in Klaviyo involves several steps, from setting up your SMS channel to crafting your messages and analyzing their performance. Here’s a step-by-step guide to help you get started:

What we'll cover:

• Setting up your SMS channel
• Compliance and preferences
• Building your SMS list
• Crafting your SMS messages
• How to launch and monitor your campaign
• How to optimize and iterate your SMS campaigns

1. Set Up Your SMS Channel

• Create a Klaviyo Account: If you don't already have one, sign up at Klaviyo.

• Verify Your Account: Follow the steps to verify your account and comply with regulations.

• Enable SMS: Go to your Klaviyo dashboard and navigate to the SMS tab. You’ll need to opt-in to SMS services and set up your SMS channel.

2. Set Up Compliance and Preferences

• Compliance: Make sure you’re compliant with SMS marketing regulations like TCPA (Telephone Consumer Protection Act) in the U.S. This involves obtaining proper consent and providing an opt-out mechanism.

• Opt-In Forms: Create and customize opt-in forms or keywords for subscribers to join your SMS list.

3. Build Your SMS List

• Add Subscribers: You can import subscribers from your existing list or gather new subscribers through your website, social media, or in-store sign-ups.

• Segmentation: Segment your SMS list based on various criteria like customer behavior, purchase history, or engagement levels to tailor your messages.

Tips for building out a SMS database when you're new:

• Offer incentives and exclusive access using website pop-up and in-line forms on high traffic areas of your site
• Add an SMS opt-in option during the checkout process or when creating an account, with value props on why they should take action
• Promote SMS sign up through email marketing: leverage a product drop where the first notification comes through SMS only to give people a driver to engage. Contests and giveaways are also options.
• Use text-to-join keywords you can promote at events or in print marketing

4. Create SMS Flows

• Define Your Goals: Decide on the goals for your SMS campaign, such as promotions, reminders, or engagement.

• Build Flows: Use Klaviyo’s flow builder to create automated SMS sequences. For example, you might set up a welcome series for new subscribers or a cart abandonment series for potential customers.

• Write Compelling Content: Keep your messages concise and to the point. SMS is typically limited to 160 characters, so make sure your messages are clear and engaging.
• Personalization: Use Klaviyo’s dynamic data features to personalize your messages, such as including the recipient’s name or referencing their purchase history.

Examples of Great SMS Marketing Messages

1. Promotional Offer:
   • "Hi [First Name]! 🎉 Enjoy 20% off your next purchase with code SAVE20. Shop now: [link]. Hurry, offer ends at midnight!"
2. Order Confirmation:
   • "Thank you for your order, [First Name]! 🛒 Your order #[Order Number] is being processed. We’ll update you when it’s on its way. 👍"
3. Abandoned Cart Reminder:
   • "Hi [First Name], looks like you left something behind! 🛍️ Complete your purchase now and get 10% off with code CART10: [link]."
4. Event Reminder:
   • "Don’t miss out, [First Name]! Our big sale starts tomorrow at 9 AM. Get ready for huge discounts on your favorite items! 🛒 [link]"
5. Re-Engagement:
   • "We’ve missed you, [First Name]! 👋 Come back and enjoy 15% off your next order with code WELCOMEBACK. Shop now: [link]."

6. Test Your Campaigns

• Test Messages: Before launching, test your SMS messages to ensure they appear correctly and that any links or personalization tokens work as intended.

• A/B Testing: Consider A/B testing different messages to see which performs better.

7. Launch and Monitor Your Campaign

• Send Your Messages: Schedule or immediately send your SMS messages based on your campaign’s timing. Be respectful of SMS "quiet hours" by region.

• Monitor Performance: Track key metrics such as delivery rates, open rates, click-through rates, and opt-out rates to evaluate the success of your campaign.

8. Optimize and Iterate

• Analyze Results: Use Klaviyo’s analytics tools to review the performance of your SMS campaigns and flows.

• Refine Your Strategy: Make adjustments based on the data you gather. For example, tweak your message content, timing, or segmentation strategies to improve engagement.

Additional Tips:

• Frequency: Be mindful of how often you send SMS messages to avoid overwhelming your subscribers. Too many texts is a big reason people opt out.

• Timing: Consider the timing of your messages to ensure they’re sent when your audience is most likely to engage. You can elect to observe quiet hours in your SMS settings.

• Compliance: Regularly review compliance guidelines and ensure your practices align with current regulations.

Example Post Purchase Klaviyo SMS Notifications

Order notifications can extend the reach of SMS communication channels even further. Text messages tend to have much higher open rates than emails, making them an effective way to inform customers about time-sensitive information such as limited-time promotions or stock availability. Using SMS notifications in conjunction with email notifications can enhance the overall effectiveness of a store's communication strategy. We recommend choosing a delivery channel (email or SMS) for each type of notification you send or setting up logic so customers aren't constantly receiving the same type of update from both email and SMS.

Here are some examples of Klaviyo SMS messages you can send:

Shipping Confirmation: Send an SMS as soon as the customer's order is shipped, including the tracking number and a link to track the package. This keeps customers informed about their delivery status.

Delivery Updates: Provide real-time delivery updates via SMS, such as "Your package will be delivered today between 2 PM and 4 PM." This helps customers plan for the arrival of their order.

Order Delivered: Send an SMS notification when the order has been successfully delivered. Include a thank-you message and encourage customers to share their experience or leave a review.

Feedback Request: After the order has been delivered, send an SMS requesting feedback or a review. Make it easy for customers by including a direct link to leave a review on your website.

Cross-Sell Recommendations: If the customer has purchased a specific product, send SMS messages with recommendations for complementary or related items. For example, "Loved your new shoes? Check out our matching accessories!"

Exclusive Offers: Send SMS-exclusive offers or discounts to customers who have made a recent purchase. This can encourage repeat business and loyalty.

Return and Exchange Information: If your store has a return or exchange policy, send SMS messages with instructions on how to initiate a return or exchange if needed.

Membership or Loyalty Program: Promote your loyalty program via SMS, inviting customers to join and enjoy benefits such as discounts, early access to sales, or points accumulation.

Product Usage Tips: If the purchased product has unique features or requires special care, send SMS messages with tips on how to use and maintain it.

Reorder Reminder: For consumable products or items with a limited lifespan, send SMS reminders to reorder when it's time to restock.

Abandoned Cart Recovery: If a customer abandoned their cart, send a follow-up SMS with a reminder and an incentive to complete the purchase.

Flash Sales and Promotions: Notify customers about limited-time offers, flash sales, or special promotions via SMS. Create a sense of urgency to encourage immediate action.

Holiday and Birthday Greetings: Send personalized SMS messages on holidays, birthdays, or other special occasions, along with exclusive offers or greetings.

Customer Support: Offer SMS as a direct channel for customer support inquiries. Provide a dedicated number for quick assistance.

Order Status Updates: If there are any delays or issues with the order, proactively inform the customer via SMS and provide options for resolution. Malomo customer use its Problem Orders data to enable this.

Want to keep learning? Check out these related resources...

• 6 Shipping Notification Best Practices to Reduce Costs and Increase Sales
• Malomo x Klaviyo Integration
• How SMS shipping updates improve the customer experience
• Eight Creative Ideas to Beef Up Your Transactional Emails
• How To Communicate Delivery Delays To Customers
• Take your SMS strategy up a notch with Klaviyo & Malomo