Cross-sell (flow or campaign): best practices

Why cross-sell in the email?

Though every use case is slightly different, most brands see a 40% - 50% lift in attributed add-ons when using Zaymo.

Some example uses include:

• Cross-selling complementary products (e.g., conditioner for shampoo subscribers)

• Using product blocks / grids for new product launches

• Pushing limited-time offers and seasonal sales

• Adding a product block to the end screen of a form

What you'll be building:

Implementation guide

1. Create your base template in Klaviyo, splitting sections allowing room for Zaymo's interactive blocks

2. Identify opportunities throughout your customer journeys

   1. Zaymo is built to work across flows and campaigns, with a focus on re‑engaging current and past subscribers since they can complete actions 100% in-email

   2. Purchase actions do not need to be attached to an upcoming order email; one-time upsells will be added to the customer's soonest order by default

3. Configure audience targeting

   • To create subscriber‑exclusive campaigns, send the campaign to your subscriber segment so non‑subscribers do not receive the offer. This allows you to create subscriber‑only promotions and exclusive offers.

4. Build in Zaymo

   1. Open the flow or campaign in Zaymo and click Convert with Zaymo. In a flow, click the email you want to make interactive first.

   2. Add the Zaymo block(s) into the email

   3. Delete any repetitive or non‑applicable elements

      1. For example, you'll want to delete the quick action links which are no longer needed

   4. Customize the block to match your brand

5. Check it and send it to Klaviyo

   1. Zaymo syncs your changes to Klaviyo on its own, about 10 seconds after you stop editing. You'll see a small "Syncing" note while changes are saving, and it goes away once they're in Klaviyo.

   2. In a flow, click the three dots on the email's card and choose Preview to check it. To send yourself a test, click the card to open the email's details panel and click Send test.

   3. If you'd like to run an A/B test on a flow email, check Zaymo A/B test in the email's details panel in the flow. More info here: 📄 How to use a Zaymo in-template A/B test

6. If you converted the email from a flow or campaign, it's already there. Just set it live when you're ready.

Product Groups for Single‑Selection Scenarios

When running promotions where customers should only select one option from multiple products (e.g., free‑gift campaigns), use Product Groups to group multiple products as if they were variants of a single product. This forces customers to choose only one option from a dropdown. After a customer makes a selection, the widget will hide itself if they return to the email.

Data Access Limitations: Campaigns vs Flows

For subscription sign‑ups or cross‑sells based on specific past purchases, use flows rather than campaigns. Campaigns cannot access individual item data from customer purchase history in Klaviyo, but flows can pull this information through the “Placed order” trigger. This limitation affects targeting strategies for personalized cross‑sells based on purchase history.

Examples & best practices

See more examples here

Annotated example

Make Zaymo the first and primary CTA for customers, and try to keep blocks above the fold Discounts dramatically increase uptake on promotional campaigns

Discounts can be highlighted in the CTA to make them even more apparent