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Create added value with Klaviyo replenishment flows (2022)

Customers who have bought from your DTC brand on two occasions, are nine times more likely to convert compared with a one-time customer. Building out replenishment flows is a quick win way to drive more repeatable revenue from your existing customer base. They’re easy to implement and (apart from a little optimization) you can generally set up replenishment automations and leave them.

In addition to Relo insights, we’ve invited Georgie Carter from lifecycle marketing agency, Pepped and Klaviyo expert, Jordan Bourchier-Lee to contribute to this article. You’ll learn…

  • What a Klaviyo replenishment flow is
  • Strategy for a successful Klaviyo replenishment flow
  • How to build Klaviyo replenishment flow automation
  • Replenishment flow template examples
  • Crafting Klaviyo replenishment flow subject lines

What are Klaviyo replenishment flows?

An example of a Klaviyo replenishment flow email

Georgie, founder at email marketing agency, Pepped says,

“The replenishment flow series is ideal for customers who have bought something from a direct to consumer brand that needs replenishment. This could be a mixture of things from coffee to deodorant - anything you run out of basically. This is about reminding the customer that they’ve finished their product and to prompt them back to make a second, third or fourth purchase.”

Although replenishment flows seem an obvious way to generate additional revenue from your current base, Georgie is surprised by how many brands don’t have one in place. “Many brands simply forget or think ‘they’ll remember to come back’ but you have to keep in mind that customers have so many other things going on in their lives and they’re being bombarded every single day with offers and messaging from other brands. Setting up a replenishment flow is crucial.”

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Klaviyo replenishment flow strategy

Now that we understand replenishment flows are kind of a deal breaker, how should DTC brands go about creating them? We asked Georgie to take over this section.

1. Keep your replenishment flows short and sweet

The main aim of Klaviyo replenishment flows is to remind customers that their product is running out and they need to restock. Georgie advises brands to “keep these flows, short, sweet and to the point.”

2. Remind customers of your USP

Although you will want to keep the replenishment flow succinct, Georgie believes this is prime time to communicate ‘brand-focused messages.’ For instance if you are selling vitamins, you’ll want to communicate the benefits of using the specific vitamins over a certain-time. There are various reasons why customers may have chosen your brand including affordability, unique benefits, sustainability and values. Klaviyo’s segmentation feature allows you to segment customers based on purchase history, location and discounts. 

Read more: Personalization tactics for better flows

An example of a Replenishment Flow email

3. Target customers at exactly the right moment

Georgie says, “timing is absolutely critical. Be sure to take advantage of Klaviyo’s predictive analysis feature so you can start to learn more about your individual customers and send them messages at the right time rather than generic comms which go out to all customers.”

4. Add 3 emails to the flow

In terms of how many emails to add to the flow, Georgie recommends 3 as the sweet spot. 

  • Email 1 - send when customer is predicted to be running out 
  • Email 2 - send 24 hours later with different subject line
  • Email 3 - send 48 hours after and include an offer incentive

Building a Klaviyo replenishment flow automation

An example of Klaviyo Replenishment Flow Automation

To explain how setting up replenishment flows work, we’ve asked in-house Klaviyo expert, Jordan Bourchier-Lee for his advice.

1. Set up the trigger

All Klaviyo flows are activated by a ‘trigger’ - this is simply a set of rules which prompts the flow to start. With a product replenishment flow, you want to ensure that the customer has not repurchased the item since buying it for them to enter the flow. You can do this by selecting the specific product, and indicating that the customer has bought it zero times since starting the flow.

2. Select the correct cadence

The time lag between the customer entering the flow and receiving the first replenishment email depends on the specific product, but you’ll want to leave extra time for delivery and any delays. As Georgie mentioned, you can use Klaviyo’s predictive analysis to do this.

Read more: Discover how Relo’s Repeat Buy helps you target customers at the right time

3. Be aware the customers behavior may change

Humans are always in-flux, and so is their behavior. Keep checking the data to determine when your customer is likely to reorder, and optimize appropriately. 

Klaviyo replenishment flow examples

To showcase best practice Klaviyo replenishment flow examples, we’ve called on Joshua Dickinson, Customer Success Manager at Pore Favor. Joshua says,

"Customers who lapse from a 30 day schedule for our supplement and don't purchase again are tagged as NoReorder and enter a new flow that gives them a new discount plus incentives for topical products, it also sends a post-purchase survey because these are especially the customers we want feedback from. The survey served as a reminder to 30.41% of customers to buy again, and the others who completed the survey are an opportunity for us to respond to their concerns or offer an alternative plan.”

Joshua Dickinson, Customer Success Manager

Pore Favor
Pore Favor replenishment flow email 1

He continues, "Our capsules are part of a monthly recurring course that work best when people are able to use us for at least 3 months. By having a replenishment flow for customers who only buy 1 tub, we can remind customers to buy more to continue their course."

Pore Favor replenishment flow email 2

We try to drive people to our subscription service which increases lifetime value by over 150%. We also use these emails as an opportunity for people to ask us questions. We find our customer service to be one of our best methods of getting customers to continue their course (always avoid using a noreply@ email address!), and replenishment acts as a great time for people to get in touch if they have any reservations about reordering.

Since introducing the flows, Pore Favor's replenishment emails have a £ per recipient of £5.76, an open rate of 51%, and a click rate of 16%.

Perfecting Klaviyo replenishment flow subject lines

Klaviyo replenishment flow subject line example

Creating a click-worthy subject line is just as important as the strategy and email creative. Jordan says,

“Customers are bombarded with emails every day and average email open rates hover between 17 -21%. Your subject line is your first point of contact and for them to open it, it needs to be good."

Jordan Bourchier-Lee, Strategic Partnerships Manager


With this in mind, the top things to remember are…

Make it snappy

Best practice guidelines stipulate that email subject lines should be 40 characters or under. Over 70% of emails are opened on a mobile app, and any more than 40 characters is likely to be cut off on mobile. Take a look at our image examples for an idea of how 40 characters looks in practice.

Use the pre-header function

Got a lot to say? Cut the message into slices by using the pre-header function. Think of your subject line as your high-priority message and your pre-header as your secondary message. Again, below 40 characters is the sweet spot.

Klaviyo replenishment subject line example

A/B test for success

Whether it’s trying out the use of emojis vs. plain text or a risque subject line vs. a safe bet, A/B split testing is a fantastic way to understand your audience and what works better. Klaviyo explains how to A/B test your content in its help section.

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