MARKETING PLAYBOOKS

Sending Wishlist Price Drop Emails via Klaviyo

When shoppers add products to their wishlist, they’re making it clear that they are considering purchasing it. Our job as marketers is to look for excuses to remind them about the product, and hopefully nudging them toward purchasing. One of the best nudges possible is to let them know the product now costs less.

“Remember that product you were looking at? It now costs less!” With Wishlist Plus and your Klaviyo account it is incredibly easy to set up this high-performance event-triggered campaign to run under full automation.

Prerequisites

  1. Wishlist Plus Pro Plan or above
  2. Klaviyo Email Account
  3. Swym-Klaviyo integration enabled

How To Implement

1. Enable Wishlist Price Drop Event

Before you get started, you need to make sure you’ve enabled the wishlist price drop event within Swym Admin. To confirm, once you’ve logged in to Swym Admin, navigate to Integrations via the left nav. Make sure that the checkbox next to “The price drops on a product in a user’s wishlist” is checked.

There is no time delay built into the integration logic, so expect to see price drop events show up in Klaviyo shortly after each price change.

2. Create Klaviyo Flow and Select Trigger

In Klaviyo, navigate to the Flows page and select “Create from Scratch”. In this example we’re going to call this flow “Wishlist Price Drop”. 

Next you’ll need to set the trigger for this flow. Choose “Metric” from the choices on the left.

Choose “Swym-pricedrop” from the Metric dropdown. You can optionally filter based on any of the attributes passed (outlined in the next section) with this event or to only apply to certain groups of people.

Tip: if you're not seeing "Swym-pricedrop" in your dropdown you probably haven't lowered the price on a product since you enabled the event in Swym Admin. Klaviyo will not display flow triggers until they've received at least one event.

Because the timing of this event isn’t driven by an action taken by the shopper, there’s no benefit to adding a time delay before the email is sent.

Next add an email to your flow, this is will be your price drop message.

3. Create Your Email Template

The next thing we’ll do is build an email template that consumes the price drop data passed from Swym to create our triggered email campaign. 

Here are the event-level data elements included with the event:

Data Element
Element Label
Example
Comment
Event
Event
Swym-pricedrop
We used this in our trigger definition
Event Time
EventTime
2020-10-30T07:42:48Z
UTC time format
Product ID
ProductId
4269834960999
eCom platform Product ID
Product Name
ProductName
Circle Logo Hoodie
-
Current Price
ProductPrice
18.50
Most recent price
Original Price
ProductPriceOriginal
25
Price when added to wishlist
Quantity
ProductQuantity
1
Quantity in wishlist
Brand
ProductBrand
Sweatshyrts
-
Category
ProductCategory
Sweatshirts
-
Variant ID
VariantId
30774347071591
-
Variant Info
VariantInfo
Color Pink
-
Variant SKU
VariantSKU
sku-23-lsk
-
Product URL
ProductURL
https://example.com/products/circle-logo-hoodie
-
Image URL
ImageURL
https://cdn.shopify.com/s/files/1/0512/3627/4349/products/img.jpg
-

Select the email object you added to to your flow, and click the “Configure Content” button in the left panel.

If you’ve been using Klaviyo for a while you probably already have your own templates set. For this exercise we’re going to choose the drag and drop method, and then select the “1 Column” template from the Basic tab.

Once the “1 Column” template is open you can add your logo to the top if you like or remove the image block. We’ll use the placeholder text block to for the main message content. For this example we’ll keep things simple, centering everything and using html to pull in data from the Swym-pricedrop event.

Here is the html we used for our simple email template:

<p style="text-align: center; color:#333333; font-size:16px; font-family:verdana,geneva,sans-serif;">The {{ event.ProductName }} is now only {% currency_format event.ProductPrice %}!</p>
<p style="text-align: center; font-size:10px; color:#666666; font-family:verdana,geneva,sans-serif;">It was {% currency_format event.OriginalPrice %} when you added it to your wishlist.</p> 
<p style="text-align: center; font-family:verdana,geneva,sans-serif; font-size:16px"><a href="{{ event.ProductURL }}">Buy Now</a></p> &nbsp; &nbsp; <p style="text-align: center;">
<img src="{{ event.ImageURL }}" /></p> 
nbsp;
nbsp;

4. Preview the Message

Once you are satisfied with your template and have saved it off you can preview it to make sure everything is working as expected. Klaviyo lets you choose real example events that have flowed over for the preview, so the previews should expose any issues you might be experiencing. We like to preview first in Klaviyo to make sure everything is working and then check it out in a real inbox. Here’s what our preview looked like:

Once you’re happy with the preview in Klaviyo we strongly recommend you send yourself a test via email as well so you can check the links and make sure it renders well in the inbox.

5. Set Your Email Status to "Live"

When you’re satisfied with your testing the last step is to set your email status from “draft” to “live”. Once that switch is flipped your emails should start flowing!