Overview
Email retargeting is one of the most profitable retention channels in e-commerce. Automated flows – like Abandoned Search, Browse Abandonment, Abandoned Cart, Checkout Reminders, Customer Winback and Back-In-Stock alerts—capture shoppers at every stage of the journey. These automated touchpoints help recover lost sales, nurture warm visitors and re-engage past customers without relying on paid ads.
But poorly configured flows (wrong triggers, missing filters, no time delays, or generic messaging) often result in lost revenue, spam complaints, low deliverability, and inaccurate reporting.
This SOP provides a complete step-by-step workflow for implementing high-performance email retargeting flows using Klaviyo/Yotpo. You’ll learn how to set correct triggers, apply suppression rules, design dynamic emails/SMS, build time delays, and monitor performance.
By the end, you’ll have a repeatable automation system that recovers revenue 24/7 and supports customer lifecycle marketing.
Prefer a checklist format? Download the full Email Retargeting Checklist PDF here
Shortcuts ✂️
Jump directly to the flow you’re building:
- Abandoned Search Flow – trigger searches, segment creation & reminders
- Browse Abandonment Flow – retarget product viewers
- Abandoned Cart Flow – recover warm customers
- Abandoned Checkout Flow – recover highest-intent customers
- Customer Winback Flow – revive lapsed customers
- Back-In-Stock Flow – notify subscribers when items restock
STEP 1 — Abandoned Search Flow (Prevent Lost Sales)
Purpose
Capture visitors who used the site search bar but didn’t add to cart or purchase.
1. Install Tracking Snippet
- Ensure your site’s search bar sends a Search event to Klaviyo/Yotpo.
- Add the required tracking script similar to other event scripts.
2. Create a Segment
Create a segment of users who:
- Triggered a search event
- Did not add to cart or purchase within a defined window (e.g., 30 min)
- Exclude recent purchasers to avoid sending irrelevant reminders
3. Set the Flow Trigger
- Use the Search event as your trigger
- Add a profile filter: Placed Order = zero times since search
4. Configure Time Delays
Insert a delay of 30 minutes – 2 hours to avoid messaging users who come back and buy.
5. Create Messages
Email 1:
- Remind user about the category or items they searched
- Suggest additional product recommendations based on keywords
Email 2 (optional):
- Send 24 hours later with social proof
- Optionally add a small incentive (discount/free shipping)
SMS (optional):
- Short reminder with relevant product link
6. A/B Tests
Use splits to test:
- Subject lines
- Incentives
- Timing
7. Monitor Performance
Track:
- Open rate
- Click-through rate
- Conversions
Adjust message timing and copy based on results.
STEP 2 — Browse Abandonment Flow (Prevent Lost Sales)
Purpose
Retarget shoppers who viewed products but didn’t add to cart.
1. Enable Web Tracking
- For Yotpo, script injects automatically.
- For Klaviyo, ensure web tracking is enabled.
2. Create the Flow
- Go to Flows → Create Flow → Browse Abandonment or build a custom flow.
3. Add Filters
Exclude shoppers who:
- Added items to cart
- Purchased after product view
Also:
- Set a minimum 30-day send window to avoid frequent messages
4. Design the Message
Include:
- Dynamic product name + URL
- Product image
- Short copy (“Still considering this?”)
- Strong CTA
A/B test incentives (discount vs none).
5. Add Segmentation & Conditions
- Target specific collections or high-interest items
- Exclude high-end products if messaging is not appropriate
- Create custom messaging for VIP shoppers
6. Follow-Up
Optional second message after 24–48 hours using:
- FOMO (“Low stock!”)
- Reviews/social proof
7. Monitor Results
Track:
- Opens
- Clicks
- Revenue
Refine message and timing.
STEP 3 — Abandoned Cart Reminder
Purpose
Recover shoppers who initiated checkout but didn’t purchase.
1. Create the Flow
- Flows → Create Flow → Build Your Own
- Name: “Abandoned Cart”
- Trigger: Metric Trigger
2. Choose Trigger
Select Started Checkout event.
3. Add Profile Filters
Filters should include:
- Placed Order zero times since starting the flow
- Optional: Has not been in this flow in last X days
4. Configure Time Delays
- First email: 2–4 hours after checkout start
- Second email: 20–48 hours later
5. Compose Emails
Email 1 – Friendly Reminder
- Include cart summary: image, title, quantity, price
- “Return to cart” link (e.g., Shopify {{ event.extra.checkout_url }})
Email 2 – Urgency
- Incentive or urgency message (“Items selling fast!”)
Optional SMS
- One reminder if opted in
6. A/B Tests
Test:
- Subject lines
- Discount amount
- Time delays
7. Go Live & Monitor
Track:
- Recovery rate
- Revenue recovered
Adjust messaging as needed.
STEP 4 — Abandoned Checkout Reminder
Purpose
Retarget high-intent shoppers who reached the checkout page.
Steps
- Trigger: Checkout Abandoned event
- Exclude users who completed purchase
- Use shorter delays (1–2 hours)
- Include:
- Dynamic cart contents
- Emphasis on secure checkout
- Trusted payment methods
- Customer support (“Reply for help”)
- Limit reminders to 2 messages max
STEP 5 — Customer Winback Flow (Re-Engage Lapsed Customers)
Purpose
Bring back customers who haven’t purchased in a while.
1. Define Lapsed Customers
Based on:
- Purchase frequency
- CLTV
- Example: No purchase in 90 days
Create a segment of people who haven’t clicked/opened emails within that time.
2. Build the Flow
Trigger: Placed Order event
Filter: Placed Order zero times in last 90 days
Alternate triggers:
- Last seen site visit
- Last email opened
3. Build the Message Sequence
Email 1:
- Brand reminder
- New arrivals
- Appreciation for previous purchases
Email 2:
- Incentive (discount / loyalty points)
- Most flows use 3–5 emails
Email 3 (optional):
- Scarcity (“Last chance to claim your offer”)
- Feedback request
4. Segmentation & Dynamic Offers
- Tailor messages by customer value
- VIPs receive stronger incentives
5. Suppress Unengaged Contacts
To protect deliverability, suppress users who do not engage after the series.
6. A/B Tests
Monitor:
- Reactivation rate
- Revenue
- Unsubscribe rate
STEP 6 — Back-In-Stock Flow (Retarget & Nurture)
Purpose
Notify shoppers when an out-of-stock product becomes available again.
1. Integrate Back-In-Stock Notification
- Add Klaviyo snippet to Shopify
- “Notify me” button appears on OOS products
- Users enter their email to be notified
2. Customize Button/Form
- Match your brand’s colors, fonts, messaging
3. Create the Flow
- Flows → Create Flow → Back In Stock
- Trigger: Back In Stock event
4. Add Messages
Email 1:
- Sends immediately when restocked
- Includes product image
- CTA “Shop now”
Follow-Up Email:
- Optional
- Send after 24 hours
- “Limited stock available”
5. Craft the Email
- Use dynamic product blocks
- State limited inventory
- Keep it short and action-focused
6. Fine-Tune Triggers
Set a minimum stock threshold so you’re not notifying 500 subscribers when only 5 units restock.
7. Add Optional SMS
- Higher conversion rates
- Send to SMS-opted users
8. Measure Success
Track:
- Opens
- Conversions
Adjust timing and copy accordingly.
FAQ
Do I need incentives in all flows?
No. Start without discounts. Add incentives only if performance is low.
Should SMS be added to every automation?
TypicOptional. Add to high-intent flows like Abandoned Cart or Back-In-Stock.
How often should flows be reviewed?
Every 30–60 days to optimize creative, timing, and segmentation.
Launch Your Email Retargeting System
Setting up your email retargeting flows correctly ensures predictable revenue recovery across search, browse, cart and checkout stages. By following this SOP – defining proper triggers, applying filters, designing dynamic emails, building smart delays and monitoring performance – you’ll create a lifecycle system that nurtures every customer automatically.
At NANO, we leverage automation to turn abandoned visits into revenue every day, book a free strategy call with our team today. If you’d like help scaling your email + SMS performance, our team is ready to support you.