Integrating Swym Wishlist Plus with your Klaviyo email

The Swym Wishlist Plus app allows your customers to easily bookmark their favorite products, such that when they come back to the site, they can easily pick up where they left off. As you look to maximize the value your store gets from the Wishlist Plus app, it’ll be helpful to think about 2 key aspects:

  1. Making the Wishlist app easily discoverable and easy to use. The more your customers engage with the app, the more valuable signals you get.
  2. Leveraging the Wishlist data to personalize the experience for your customers. Now that you are gathering all that rich data, how do you actually use it?

We’ve addressed the first one in a previous blog post here, but in this post, we’ll address one key aspect of the second, focusing on Email Marketing i.e how to engage your customers in personalized fashion based on their wishlist activity via emails that the app supports. In particular, we’ll focus on Klaviyo, which is a very popular Email Service Provider for e-commerce brands.

As you are probably aware, there are a few different types of emails that the Wishlist Plus app includes support for:

  • Verification email – This email is used by users to verify their email address, to enable them to retrieve their saved Wishlist from the cloud.  Your customers have the ability to “save” their Wishlist at any point in time by providing an email address. And in the future, if they’d like to retrieve their Wishlist contents, they can initiate that request from the Wishlist UI to have their email address verified before the contents are retrieved to their device. That request triggers a verification email with a link for them to click on that will help verify their ownership of the email address
  • Share my Wishlist – This email is a very popular feature and allows users to share their wishlist contents with friends and family. The user will provide the destination email address and brief note to include in the message, and their wishlist contents are dynamically populated and sent via the email.
  • Wishlist reminder emails – These emails are triggered once a user has added an item to their Wishlist, to serve as a convenient reminder for the user. You can configure the settings on when to send (for instance, you can set up a rule that says send these reminder emails 24 hours after an item has been added to a user’s wishlist and hasn’t been purchased yet)

For each of these emails, you have the option of using either the Swym service to send your emails based on the app plan you’ve signed up for, or using your Klaviyo account to manage/send these emails. Please check out this pricing table for what features are available on which plan. If you’d like to integrate these emails into your Klaviyo account, that integration is supported on our Premium and higher plans but requires your Klaviyo account to be validated as a first step.

You will need to contact Klaviyo (success@klaviyo.com) with your Klaviyo API key to get your account verified. We need this step to be complete to enable us to configure the Klaviyo integration at our end. The Wishlist integration allows you to do the following:

  • Create your own custom templates for each of these email messages in Klaviyo. We don’t have support for editing these templates via the Klaviyo template editor at this time unfortunately (since that uses a proprietary format) but we can help modify your base templates to be compliant with the Wishlist Plus app’s requirements for each of these messages. After the templates are created, we’ll need your private Klaviyo API key and the appropriate Klaviyo template IDs for those templates to add to your Wishlist Plus app configuration. Once those are setup, any messages will then be sent via Klaviyo using those specified templates. You can find the  templateId by inspecting the URL for the template. Simply click on the template to open it up, and inspect the URL that gets rendered – it’ll be in the following format: https://www.klaviyo.com/email-editor/H89qH5/edit. In this example, “H89qH5” is the templateId for that template. We need the 3 different templateIds that you have configured for each of those emails so that we can wire them up correctly in the Wishlist app configuration for your store.
  • Add an opt-in ability for new user email addresses to be added to your campaign mailing lists, if they chose to specify an email address to save their wishlist contents
  • Add Wishlist activity to your Klaviyo flows and trigger actions based on rules you define around that activity. This is very powerful because it allows you to leverage your existing Klaviyo events/flows to define custom rules and actions based on that user activity. If this option is configured, it would essentially replace the Wishlist reminder emails that the app sends and instead route those via Klaviyo based on the flows you define. Please note that you’ll need to explicitly define those flows via your Klaviyo admin console using the steps below:
    • Step 1 – You’ll first need to set up a trigger for when this “Wishlist” flow gets invoked. Choose “Trigger Setup” and select the “Metric” option from the list of triggers that are available. And under “What action will trigger this flow”, choose the Swym-addToWishlist metric. Note that every time a user adds an item to their Wishlist, the Wishlist Plus app will send that event to your Klaviyo system that will cause this particular action to get invoked. You could additionally also choose to limit this trigger to a specific list/segment (by choosing one of those from the list of entities that will trigger this flow) but in this example, we’ve only captured the metric of adding an item to their Wishlist.

                                     

    • Step 2 – Once the trigger is setup, the next step in the flow is to define the rule that will help determine the time delay after which the follow-up action is to be executed. This is either a delay of a specified number of days, or waiting until a specific time of day (or day of week) when the follow-up action will be invoked.

    • Step 3 – The third and final step is defining the action of sending the reminder email and setting up the template for that email message. You’ll want to create your template using the inline template editor, and map the appropriate fields from the Wishlist “event” object (this is the data object that gets passed from the app to Klaviyo whenever the trigger is invoked) to dynamically populate the message when its sent, based on the values for each instance [example: Product url – {{ event.ProductURL }}, product image – {{ event.ImageURL }}, product name – {{ event.ProductName }}] etc.

    And that’s it – once you’ve created the template and saved the action, your flow should be ready to go. You’ll want to ensure that you test the end-to-end flows and validate that the messages are flowing though and are rendering well, especially across devices.

While these basic capabilities will allow you to engage your audience in personalized fashion via your Klaviyo account, there are other more involved filters/rules and actions you can add to create more specialized trigger campaigns – maybe a targeted promotional campaign for a specific product/category, maybe rules based on frequency of Wishlist usage, creating promotions that include coupons for specific products etc. We continue to explore other capabilities we can add that will help you get the most from both your Wishlist Plus app as well as your Klaviyo infrastructure and will update this post as and when those become available but if you are looking for a specific scenario that isn’t covered yet, please email us with your feedback and we’ll do our best to prioritize that on our roadmap.

 

 

 

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