Klaviyo
Klaviyo helps you drive sales by using data from Shopify and Recharge to send automated emails, create personalized product recommendations, deliver post-purchase engagement campaigns, run better Facebook ads, and more. Klaviyo is data-driven marketing, made simple.
- Recharge Checkout on BigCommerce
- Shopify Checkout Integration
Before you start
- If your store is using the legacy Klaviyo integration, built and owned by Klaviyo, you must migrate to the newest Klaviyo integration, created by Recharge.
- It is also recommended that you upgrade to the latest Klaviyo integration as Recharge's documentation references this version of Klaviyo.
- Check out Recharge's Klaviyo integration overview course for a detailed look at how Klaviyo and Recharge work together.
Overview
Recharge’s Klaviyo integration takes your customer notifications to the next level. You can use Klaviyo to improve and optimize your Recharge notifications with access to A/B testing on upcoming order emails, which lets you see what messages yield higher conversion rates, or customization options that you align the look and feel of your notifications with your branding.
Use Klavyio to create:
- Welcome messages introducing new subscribers to your brand
- Winback campaigns targeting churned customers with discount codes
- Email series highlighting different products customers can swap to
Recharge sends customer and order data to Klaviyo, and stores it at the customer level, so that you can build flows and campaigns to communicate with your customers when it matters the most.
Install Klaviyo
After integrating Klaviyo with your ecommerce platform, you can install the Klaviyo integration from your merchant portal:
- Click Tools & apps in your merchant portal and select App marketplace from the dropdown.
- Locate the Klaviyo integration and select Get to begin the installation process.
- Click Connect now.
- This will redirect you to Klaviyo where you must accept the necessary permissions, called scopes. You must log in to your Klaviyo account to accept these scopes.
- After accepting the scopes, you are automatically redirected back to Recharge, where the Recharge custom properties backfill happens. Recharge will import your customer data and store it at the customer level so that you can use these properties to segment and target specific customers/groups of customers.
Upgrade the Klaviyo integration
Upgrading your existing instance of the Klaviyo Integration automatically gives you access to the following improvements:
-
Branded event metrics: Before upgrading, all of Recharge’s metrics in Klaviyo are found under the API filter with other third-party event metrics being sent to your Klaviyo account. After upgrading, you can locate all Recharge metrics under the Recharge-specific filter. It can take up to 24 hours after upgrading for Recharge's branded metrics to appear.
-
Send test event metrics to Klaviyo tooling: Get access to Recharge’s in-app tool that empowers you to send test event metrics to Klaviyo. This enables you to send metrics to Klaviyo even if they haven’t naturally occurred yet. Refer to Step 1 - Send the Recharge metric to Klaviyo for direct instructions on using this tool.
- For example, if you are setting up Gift Subscriptions on Recharge for the first time and want to set up email flows on Klaviyo, you can leverage this tool to send the relevant Gifting event metrics to Klaviyo.
- Access to Recharge-built flow templates in Klaviyo: Recharge provides custom Klaviyo flow templates that leverage Recharge event metrics and built-in logic, simplifying the process of targeting customers at critical stages of their journey. See Getting started with Recharge-built flow templates in Klaviyo for more information.
More improvements are coming and upgrading now ensures you automatically have access. If you are installing the Klaviyo integration for the first time, you will automatically be using the latest version.
Upgrading your Klaviyo integration
Upgrading to the latest version of Klaviyo takes less than five minutes and requires no downtime or interruptions to metric data being sent to Klaviyo, or custom property syncs. Any events that happen during the transition will be sent to Klaviyo as soon as the upgrade is complete.
To upgrade your Klaviyo integration:
- Click Tools & apps in your merchant portal and select Installed apps from the dropdown.
- Select the Klaviyo integration to begin the upgrade process.
- Click the Upgrade now button.
- This will redirect you to Klaviyo where you must accept the necessary permissions, called scopes. You must log in to your Klaviyo account to accept these scopes.
- You are redirected back to Recharge after accepting the scopes.
Klaviyo flows and campaigns
Use the Klaviyo integration to communicate with customers through Flows or campaigns:
- Flows: Klaviyo flows are pre-built email notifications sent to customers based on your specifications. Recharge sends event metrics when specific customer events occur, such as a customer going through the checkout or cancelling their subscription. You can then leverage these event metrics to trigger a Klaviyo flow so that you can send specific email notifications to customers depending on certain events. See Recharge metrics and Klaviyo flows for more information.
- Campaigns: Email campaigns are one-time emails created in Klaviyo. Recharge sends specific customer data to Klaviyo that you can use to segment customers and target your campaigns. See Recharge custom properties for more information.
Take a moment to review the Flows video walkthrough below:
Understanding when to use either a flow or a campaign will improve your overall marketing strategy. Review the chart below to learn more about each option:
Scenario |
Solution |
Result |
| Send customers a welcome email when they sign up for a subscription product | Build a flow with the Subscription started on Recharge metric |
Automatically send all customers an email after they’ve completed their first successful subscription checkout purchase |
|
Send customers a reminder email three days before their upcoming order |
Build a Klaviyo Flow using Recharge’s order upcoming metric |
Automatically send all customers notifications before their upcoming orders |
|
Send a discount code to customers who have had five subscription orders to thank them for their loyalty |
Build a Klaviyo campaign that is sent to a specific segment of customers |
Immediately send an email to select customers, or schedule an email for a later date, that includes your discount code |
|
Send customers a notification to let them know about a new discount code |
Build a Klaviyo campaign that is sent to all customers |
Immediately notify your customers with an email notification |
Transactional vs. Marketing Emails
You can use Klaviyo to send emails for both Marketing and Transactional purposes.
Marketing emails are strategic emails used to announce specific messages to customers. Monthly newsletters or promotional campaigns are considered marketing emails.
Transactional emails are triggered by and are in response to, specific actions occurring. For example, creating a flow that sends a subscription activation email whenever a new subscription is started through Recharge is considered a Transactional email.
Refer to The Difference between Transactional and Marketing Emails for more information, and expand the dropdown below for examples of emails that you can send your subscribers from Klavyio.
Email examples
|
|
Use case |
Trigger metric |
Email type |
|
Welcome email |
Welcome new customers to their subscription. |
|
This could be considered a transaction or marketing Klaviyo flow depending on the contents of the email. |
|
Subscription management |
Notify customers of their upcoming orders and provide them with the option to skip or swap their next subscription. |
|
Transactional email with Klaviyo flows.
Note: You can use Recharge Quick Actions with Klaviyo to include quick links for customers to skip and swap their orders.
|
|
Upsell |
Use Recharge Quick Actions to offer customers the option to add one-time purchases to their upcoming orders. |
|
Marketing email with Klaviyo flows. |
|
Winback campaign |
Target customers who have cancelled their subscriptions and encourage them to reactivate. |
|
Marketing email with Klaviyo flows.
Note: You can also build a campaign using the property rc_active_subscription_count=0 in Customer Properties when all of the customer’s subscriptions are cancelled.
|
|
Abandoned checkout |
Email customers who added products to the cart but did not check out. |
Note: This metric only works for merchants using the Recharge Checkout on BigCommerce.
|
Marketing email with Klaviyo flows. |
|
Monthly newsletter |
Notify customers of store news and sales every month. |
N/A |
Marketing email with Klaviyo Campaigns. |
|
Seasonal promotion |
Send customers a standard seasonal discount. |
N/A |
Marketing email with Klaviyo Campaigns. |
Replace Recharge notifications with Klaviyo
Use Recharge event metrics as your Klaviyo flow triggers to replace the following Recharge notifications:
- Subscription activation: See Subscription activation for instructions on creating a flow using the Subscription started on ReCharge metric as the trigger.
-
Subscription cancellation: See Subscription cancellation for instructions on creating a flow using the Subscription cancelled on ReCharge metric as the trigger.
- Subscription recurring charge confirmation: See Subscription recurring charge confirmation for instructions on creating a flow using the Order placed successfully on Recharge metric as the trigger.
-
Subscription upcoming charge: See Subscription upcoming charge for instructions in creating a flow using the Order upcoming on ReCharge metric as the trigger.
To use Klaviyo notifications instead of Recharge notifications, you must complete the following steps:
- Contact Klaviyo’s support team to set your emails to Transactional. This ensures that applicable notifications are sent to customers even if they’ve unsubscribed from your email marketing list.
- Disable the necessary notifications in Recharge. This prevents duplicate notifications from being sent to your customers.
Recharge-built flow templates in Klaviyo
Recharge offers the following pre-built flow templates in Klaviyo to make it easier for you to communicate with your customers at key points in the customer journey:
- New Subscriber Welcome: Use this template to welcome new subscribers, highlight the benefits of their subscription, and guide them on how to manage it.
- Upcoming Order Reminder: Use this template to inform customers about their upcoming order, including the scheduled charge date and subscription management options.
- Subscriber Win Back: Use this template to encourage churned customers to return with incentives and to gather feedback from those who don't.
See Getting started with Recharge-built flow templates in Klaviyo to learn more about these templates, or visit How to use Recharge-built flow templates in Klaviyo for implementation instructions.
Recharge Quick Actions
Recharge built Recharge Quick Actions to work exclusively with the Klaviyo integration. Simplify the customer experience by including quick action URLs in your Klaviyo flows and campaigns, and streamline the customer experience. These standard URLs are sent to customers and enable quick seamless updates to their orders or add products.
See Recharge Quick Actions for more information, including setup instructions, or watch the following video for more information on the benefits of using Quick Actions, and an example of the customer experience:
Considerations
Consider the following when using Klaviyo with Recharge:
Consideration |
Notes |
| Notification timing for upcoming charge events | Recharge sends the upcoming charge events to Klaviyo between 1-2 PM ET. After Recharge sends the upcoming charge events to Klaviyo, Klaviyo handles the notifications, which may result in timing variations compared to Recharge's in-house notifications. |
Resources and Support
Review the resources listed below for additional details and instructions:
- Use steps to run a backfill to realign your customer data across Recharge to Klaviyo.
- Learn about advanced segmentation and custom properties with Klaviyo.
- Review Klaviyo integration FAQs and Quick Actions FAQs.
- See troubleshooting the Klaviyo integration and Quick Actions.
Contact the Recharge support team if you have questions about metrics, properties, or using Recharge Quick Actions with the Klaviyo integration.
Contact the Klaviyo support team if you have questions about custom flows or using custom HTML and variables to customize your Klaviyo emails.
Contact our Klaviyo Partners if you need help with further customizations.
