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Joy Subscriptions x Klaviyo Use Cases

Learn how to leverage Joy Subscriptions data in Klaviyo to create powerful automated email and SMS campaigns that drive retention, reduce churn, and increase customer lifetime value.

Klaviyo is a Joy Subscriptions integration that lets you leverage the power of Klaviyo, create compelling marketing content, and keep connected with your customers, even after their first purchase. Klaviyo can replace the standard set of Joy Subscriptions notifications, giving you more flexibility with the messaging you send to customers.

Klaviyo offers both flows and campaigns, providing you with many avenues to creating marketing and transactional email content.

Joy Subscriptions Quick Actions can be included in both flows and campaigns, bringing certain functionalities of the customer portal one step closer to your customers. Quick Action URLs are dynamic links that are unique to each customer and make it easy for them to quickly maintain their subscriptions.

This guide explains how to build flows and campaigns that include Joy Subscriptions Quick Action URLs, making it easier than ever for your customers to interact with and manage their subscriptions.

Platforms:

  • Shopify Checkout Integration

  • Shopify Plus Integration

Note: If you are using Joy Subscriptions on other platforms, you can refer to these use cases to build your flows as Joy Subscriptions Quick Actions are compatible with all supported platforms and will need to be included in your emails.

Before You Start

  • Review the Klaviyo overview guide to understand how Klaviyo works with Joy Subscriptions.

  • Joy Subscriptions has worked directly with the Klaviyo team to build these use-case instructions. Questions about using Klaviyo, such as building flows, or campaigns, using trigger splits, or understanding dimensions, should be directed to Klaviyo's support team.

  • Use the Joy Subscriptions Quick Actions URL Builder to create any Quick Action URLs to include in your flows or campaigns.

  • Prepaid subscription products are not compatible with Quick Actions.

  • Check out Joy Subscriptions' Klaviyo Integration Overview course for a detailed look at how Klaviyo and Joy Subscriptions work together.

  • It is recommended that you work with a Klaviyo Joy Subscriptions partner when implementing customizations.

Welcome Email with the Opportunity to Cross-Sell

Sending out a welcome email is a great way to establish a relationship with your customer after they make a subscription purchase. You may want to consider offering a welcome email with a cross-selling promotion and encourage customers to add a one-time product to their upcoming subscription order.

For example, you might consider sending out a second email 20 days after the initial welcome email that informs customers about a seasonal one-time accessory that they can add to accompany their existing subscription product.

You can build a flow, or use Joy Subscriptions' New Subscriber Welcome pre-built flow template in Klaviyo to easily configure a new subscriber flow.

Tip: Check out Klaviyo's blog post on writing successful welcome emails to get started.

Instructions for Building a Welcome Email with an Additional Cross-Sell Email Sent Later

▶ Open this dropdown menu to view set-up instructions

Upcoming Charge Notification

Replace the standard Joy Subscriptions upcoming charge notification with a custom-built Klaviyo flow, and provide customers with a branded experience when notifying them about their upcoming charge.

By default, this notification is sent out three days before the upcoming charge but can be adjusted by following Can I change when the upcoming charge notification is sent. Make sure to disable your Joy Subscriptions notifications before activating your flow to prevent customers from receiving multiple emails.

Tip: Use Joy Subscriptions' Upcoming Order Reminder pre-built flow template in Klaviyo to quickly build an upcoming charge notification.

Instructions for Creating an Upcoming Charge Notification in Klaviyo

▶ Open this dropdown menu to view set-up instructions

Note: Joy Subscriptions sends the upcoming charge events to Klaviyo between 1-2 PM ET. After Joy Subscriptions sends the upcoming charge events to Klaviyo, Klaviyo handles the notifications, which may result in timing variations compared to Joy Subscriptions' in-house notifications.

Subscription Recurring Charge Confirmation

Replace the standard Joy Subscriptions recurring charge notification with a custom-built Klaviyo flow, and provide customers with a branded experience when confirming their successful charge.

Make sure to disable your Joy Subscriptions notifications before activating your flow to prevent customers from receiving multiple emails.

Instructions for Creating the Subscription Recurring Charge Confirmation in Klaviyo

▶ Open this dropdown menu to view set-up instructions

Subscription Cancellation

Replace the standard Joy Subscriptions cancellation notification with a custom-built Klaviyo flow, and provide customers with a branded experience if they do cancel their subscriptions.

Make sure to disable your Joy Subscriptions notifications before activating your flow to prevent customers from receiving multiple emails.

Instructions for Creating a Subscription Cancellation Confirmation in Klaviyo

▶ Open this dropdown menu to view set-up instructions

Ask for a Review

Customer reviews help social proof your products and encourage future customers to convert. Reviews demonstrate an engaged customer base and provide potential customers with product insights.

Tip: Take some time to read through Klaviyo's blog post How to Drive Customer Reviews for tips on effectively asking for reviews.

Instructions on Creating a Flow to Ask for Reviews of Your Subscription Product

▶ Open this dropdown menu to view set-up instructions

Winback Customers with a Discount

A reactivation email after a customer cancels is a prime opportunity to win back a customer who, at one point, was interested in your product. When done effectively, win-back emails can re-engage churned customers and invite them back to your store.

Tip: Need help writing an effective win-back email? Klaviyo has you covered. Check out their blog Winback emails customers won't be able to resist for advice on creating engaging winback content.

Instructions for Building a Winback Email for Cancelled Customers

▶ Open this dropdown menu to view set-up instructions

Winback Expired Customers

You may want to consider using a flow to winback customers who have expired. This is a great way to retarget customers who previously had prepaid subscriptions, and invite them back with a monthly subscription.

You can build a flow using the instructions below, or consider using Joy Subscriptions' Subscriber Win Back pre-built template to encourage customers to return.

Tip: Check out creating a winback email flow from Klaviyo for additional tips on crafting effective winback campaigns.

Instructions for Building a Winback Email for Expired Customers

▶ Open this dropdown menu to view set-up instructions

Cross-Selling Opportunity

The biggest advantage of advertising to your existing customers is that you know that they are a fan of your products. Cross-selling promotions allow you to market to your customers, making them aware of one-time products that they may wish to purchase with their next order.

Tip: Refer to our blog post The importance of cross-selling & upselling for subscription brands for more information on cross-selling and strategies to leverage.

Instructions for Building a Cross-Sell Campaign

▶ Open this dropdown menu to view set-up instructions

Cross-Selling to a Specific Customer Segment

Segment your customers into groups to ensure that your marketing campaigns are seen by the right people. Segments allow you to group customers by specific conditions and send Klaviyo campaigns with content curated for that group.

For example, you may only want to cross-sell a seasonal product to customers who purchased a specific product in the past. With Klaviyo segments, you can create a group for customers who purchased that product, and use that segment as the recipients for a cross-sell promotional campaign.

Instructions for Building a Customer Segment and Campaign in Klaviyo

▶ Open this dropdown menu to view set-up instructions

Anniversary Email

Reward customers for their loyalty by sending out an anniversary email. Anniversary emails are known to let you send personalized emails to your customers, celebrating them and their commitment to your brand. Anniversary emails help boost customer engagement and help continue to strengthen your relationship with your customers.

Tip: Read through Klaviyo's 5 Examples of Anniversary Emails for some inspiration.

Instructions for Building an Email Triggered on the Anniversary of the Customer's First Purchase

▶ Open this dropdown menu to view set-up instructions

Swap a Product

Use a Flow or a campaign to offer customers the option to swap to a different product.

Note that the URL to swap to a different product using either a flow or campaign contains: &charge_interval_frequency=CHARGEFREQUENCY&order_interval_unit=ORDERUNIT

allowing you to specify the frequency that should be set if a customer swaps to the new product:

  • Update CHARGEFREQUENCY to specify the numeric frequency ie. 2

  • Update ORDERUNIT to specify the time period for the frequency, ie. months

Remove this part of the URL if you would like the customer to use the same frequency for their existing subscription product. The URL will not work if this part of the URL is kept, and the values are not set.

Instructions for Building a Product Swap Campaign

▶ Open this dropdown menu to view set-up instructions

VIP Customers

VIP Customers tend to be repeat customers with a high Average Order Value. This group of customers is valuable to your business as they are often directly responsible for the majority of revenue. Rewarding your valuable customers lets them know that they are seen and appreciated, further building your relationship.

Tip: Klaviyo's blog post 5 VIP Examples is a great source of inspiration when building these emails.

Instructions for Creating a VIP Customer Segment

▶ Open this dropdown menu to view set-up instructions

You can now create separate emails for customers who fall into either category. For example, you might consider using a Joy Subscriptions Quick Action to allow customers to apply a discount on their next order. With this trigger split in place, you can create separate emails and use different Quick Action URLs to offer larger discounts to your VIP customers.

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