How to create a Win Backs: Through Klaviyo

Leverage Recharge's Win Back with your new or existing Klaviyo campaigns to design personalized experiences that entice churned customers with compelling offers and incentives to resubscribe.

This guide explains how to design a Win Back through Klaviyo to target churned customers with reactivation incentives.

Step 1 - Create the flow

Create the Win Back landing page experience to get started: 

1. Click Churn tools in your merchant portal and select Win Backs.
2. Click Create from template and choose Win Backs: Through Klaviyo.
3. Click Get started to create the flow.
4. Click Manage settings to add a name to your Win Back flow and set the flow duration.

The Win Back landing page experience utilizes a default trigger that targets customers with zero active subscriptions. This ensures that only inactive customers can view your Win Back landing pages.  

Step 2 - Configure the customer experience

Determine the incentives customers receive if they reactivate or create a subscription from your landing page: 

1. Click on the Landing Page node.
2. Choose how customers can reactivate their subscription and which products they can resubscribe to:
   • Start a subscription to a product chosen by you: Select a specific product that customers must subscribe to reactivate their subscription. You must have configured a subscription plan for this product. Customers cannot remove this item from the cart after adding it to their cart from the landing page.
   • Restart their previous subscriptions:  Allow customers to reactivate products from their past subscriptions. These items can be modified or removed from the cart after being added.
3. Optional - Recommend additional products to let customers enhance their orders by adding products from a selected collection. Click Select a Collection to choose from a Recharge-powered collection.
4. Optional - Add an incentive to the flow to encourage customer participation. Click Set up an incentive to add one of the following to the order:
   • Free gift:  Add a one-time product to the customer's upcoming order. 
   • Order discount: Apply a one-time percentage discount to the customer's upcoming order.
   • Discount code: Auto-apply a discount code to the customer's upcoming order.
5. Choose when to process orders that are reactivated from the campaign:
   • Charge customers immediately: By default, Win Back campaigns are set to process immediately upon reactivation, allowing you to charge customers as soon as they reactivate. If you disable this feature, you can choose from the following options instead: 
     • After a fixed number of days: Choose the number of days that will pass before Recharge processes the order. This setting is helpful if you want to allow customers to customize their order before it processes (ie, customizable bundles).
     • On a specific day: Choose a specific day of the week that the charges will process on. Stores that process orders on a specific day of the week and want customers to customize their orders until then may benefit from using this setting.

Step 3 - Build the landing page

Use the Recharge Site Builder to design a customized landing page for inactive customers that encourages them to reactivate: 

1. Select Customize landing page to navigate to the Site Builder and customize the landing page.
2. Customize the different elements of the landing page.
3. Optional - Click Credits balance and toggle the turn on credit application setting on to allow customers to apply credits when reactivating their subscription. This section only appears if the customer has an available balance.
   • Use the {available_balance}, {days_until_expiration}, and {credit_expiration_date} variables to show expiration details and create urgency in the Heading and Body text sections.
4. Preview the landing page on a desktop or mobile device.
5. Click Done when you are finished updating the landing page.
6. Select Apply to save your changes.

Optional - Add additional canvas actions

Drag and drop the following additional nodes from the Add a node menu to the canvas to customize the flow for your business needs:

• A/B Test node: Create different flows for different groups to determine which landing page results in more reactivations.
  • For example, see if customers are more likely to reactivate if you offer them a free gift or 10% off their next order.
• Conditional Branch node: Create different customer experiences based on a set of conditions. For example, reward churned customers with a total subscription spend of $500 with a 50% reactivation discount, while offering all other customers a 10% reactivation discount. Or use the customer tags condition to target customers with premium experiences based on the tags assigned in Shopify.
• Segment node: Add or remove customers to or from a specific segment after they've interacted with the landing page.

Step 4 - Save, preview, and activate the landing page

You can preview the experience before activating it to ensure it works as intended:

1. Click Save in the top-right corner.
2. To preview your landing page after saving changes, go to the Landing page node, click the vertical dot menu, and select Preview landing page. You can only test the landing page with customers who have inactive subscriptions.
3. Click Activate when you are ready to go live.
4. Select Confirm: activate Flow.

Step 5 - Add the landing page link to your Klaviyo Win Back campaigns

1. Click Share link in the top right corner and copy the landing page link.
2. Create a flow or campaign in Klaviyo and add the landing page link to your notification. See Create a notification in Klaviyo for setup instructions.
3. Optional - Enable frictionless login to let customers skip authentication and access the landing page instantly when they click the link. You only need to enable this setting once, as it applies automatically to all future Win Back campaigns sent through Klaviyo.
   1. Click Share link and select Opt in to frictionless login.
   2. Click Enable frictionless login to send the request to Klaviyo.

There are two ways you can add the landing page link to a Klaviyo notification:

• Create a Klaviyo flow: Configure an automated email sequence sent when a customer cancels their subscription.
• Create a Klaviyo campaign and target churned customers: Send a one-time email to a segment of customers who previously canceled their subscriptions.

Option 1 - Create a Klaviyo flow

Use Recharge’s pre-built Subscriber Win Back flow in Klaviyo and add the landing page link to your email content to target churned customers and encourage them to subscribe again.

See How to use Recharge-built flow templates in Klaviyo for implementation instructions.

Option 2 - Create a Klaviyo campaign and target churned customers

Create a Klaviyo segment for inactive customers with the condition “rc_active_subscription_count = 0”  and target this segment in a one-time Klaviyo campaign.

The following is an example of how these cancellation reasons can be filtered: 

You can edit the number of days based on how your brand is targeting customers in the campaign (i.e., input 90 days if you're targeting customers who cancelled within the last 90 days).

Performance and activity

See Understanding Win Back performance and activity for a detailed breakdown of available analytics.

Considerations

Consider the following when using Win Backs: 

Resources

Win Backs

• Win Backs
• How to edit a Win Back flow

Getting started guides

• Getting started with Win Backs: Through Klaviyo

Drip campaigns

• Getting started with Win Backs: Through Recharge
• How to set up a Win Backs: Through Recharge