Conversion Tracking Playbook The 3 Flows Making or Breaking Your Retention Engine w/Ben Zettler
Jun 4, 2025
In this installment, Ben Zettler, the founder of Zettler Digital, shares his expertise in e-commerce and customer retention. He delves into three essential automation flows every brand needs for stronger engagement. The discussion highlights zero-party data strategies and how to transform transactional emails into repeat purchases. Ben also warns against common pitfalls in deliverability and emphasizes the importance of effective segmentation and personalized messaging to enhance customer connections and retention.
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Implement Three Core Email Flows
- Ensure your brand has three core email flows: welcome flow, abandoned checkout flow, and browse abandonment flow.
- Avoid conflicting messaging and use conditional splits for new vs returning customers and discount vs no discount offers.
Collect Zero-Party Data On Signup
- Collect zero-party data by asking a relevant question on signup forms to better personalize messaging.
- Use Klaviyo's native pop-up tool to gather email and SMS consent while increasing form submission rates.
Easy Dynamic Content In Klaviyo
- Klaviyo's updated dynamic content feature simplifies using segmentation data for personalization without coding.
- Personalization works like segment building inside messages, enabling targeted content blocks or entire message variations.