Next Best Offer

Customers who lapse on their next purchase are at high risk of never returning. Reaching them before they’re gone for good is critical for long-term retention. Since these customers are in a high-risk lifecycle stage, this is the time to put your best offer forward — they may not buy again without a strong reason to return.

The Next Best Offer helps you re-engage these customers with personalized, relevant messaging based on their past purchase behavior. By showing them products that truly fit their interests, you can rebuild intent, spark curiosity, and increase the likelihood of getting them to shop again
 

Preventing Customer from Churning

To prevent customers from churning, it’s essential to understand their individual behavior. RetentionX’s AI analyzes customer data and detects patterns to identify the most relevant product suggestions for each shopper.

Combined with the estimated next order date, the next best offer event allows you to trigger flows at the perfect time — showing products your customers genuinely care about and increasing the likelihood of another purchase.

Benchmarks for these flows depend heavily on whether you’re leveraging the event as part of your post-purchase flow or your winback activities. However, you can generally expect the following performance ranges:

• Open rates: typically around 25–40%

• Click rates: around 4–9%

• Conversion rates: 2–5%

Next Best Offer Reminders with RetentionX

RetentionX's product recommendation algorithm analyzes your customer base to determine the optimal path for each unique customer. Instead of random suggestions, it focuses on the next logical offer; ensuring that every recommendation is personalized and aligned with real customer needs. It's a smarter way to build relationships, increase revenue, and future-proof your marketing engine. 

RetentionX identifies up to eight next best product offers for every single customer. 


 

You also have full flexibility to fine-tune how recommendations are generated under Company Settings > Predictions:

• Out-of-stock products
  Decide whether items that are currently unavailable in your Shopify inventory should still be included in recommendations. If you choose to exclude out-of-stock products, they won’t be suggested until inventory is replenished in Shopify.

• Previously purchased products
  Choose whether items a customer has already bought can reappear as recommendations. For consumables or repeat-use products, this often makes sense. For categories like apparel or jewelry, however, it may be less relevant.

• Recommendation level
  Set whether predictions are made at the product level or the more granular variant level, depending on how your catalog is structured. For example, if you sell supplements where flavor is a separate SKU, recommendations should be made at the variant level. If variants only reflect size (as in beauty), product-level recommendations are usually more useful.
   

You can push these product recommendations as events to Klaviyo, based on when each customer is expected to make their next purchase. Follow the steps below to push “Next Best Offer – RetentionX” events to Klaviyo and trigger your flows:

1. Pushing Events to Klaviyo

To get started, connect your Klaviyo account. To do so, just follow these steps:

1. In RetentionX, go to Automations > Email & SMS Flows.

2. Open the tab Customer Winback.
   
   

3. Click Set up.

   If you’ve already connected Klaviyo, you can skip the next steps and proceed directly to Step 6.

4. Insert your credentials and confirm the login to your Klaviyo account to grant RetentionX access.

5. Close the setup pop-up.

6. Click Activate. 

7. Specify how many days before the estimated next order date the event should be pushed, for example, send the event 3 days before the expected re-order date.

And that's it! Once saved, RetentionX will push “Next Best Offer – RetentionX” events according to your lead time.
 

2. Setting Up the Flow 

Now you're ready to build your next best offer flow – powered by RetentionX. To set up the flow, just follow these steps:

1. Log in to your Klaviyo account.

2. Navigate to Flows and start building a new one. 

3. Select "Next Best Offer – RetentionX" as trigger. You’ll find the trigger under Your metrics > RetentionX.
   

4. Add profile filters to remove contacts from the flow if they have placed an order since starting it. You may want to add an additional filter to exclude customers with an active subscription.
   

5. Since all events are pushed to Klaviyo after the daily re-sync of your RetentionX account at midnight, we recommend adding a time delay as the first action after the trigger. This ensures that emails are sent at a reasonable time of the day. You can use RetentionX’s Time Analysis to identify the optimal sending time.
   

6. Add the first email to your flow. We recommend starting with a template you've already used; this helps you get set up more quickly and ensures your design and tone stay consistent.

7. As the event can include up to eight product recommendations, but sometimes fewer, use Klaviyo’s Content Repeat feature to dynamically display all available products. This ensures that your email automatically adjusts to the number of recommendations included in each event, showing as many as are available (up to your defined limit).

   • Select the container block you want to repeat

   • In the right sidebar, open Display Options → Create Content Repeat.

   • In Repeat for, enter the array you want to iterate over: event.items.

   • Under Alias, enter: item.
     

   • To limit the number of products displayed, for example, to show a maximum of four items, update the Repeat for field to e.g. event.items|slice:':4' and adjust the number to specify your desired maximum.

     

1. Once that’s done, you can personalize all messages with the following placeholders — assuming you've set "item" as the alias.

7. We recommend adding two more emails to this flow. The easiest way to do this is by duplicating the email you just created. Clone the email twice, then add time delays between each message; starting with 2–3 days is a good benchmark. Once duplicated, update the content and copy of each email to add variation and keep the flow engaging.

8. Preview and test your email flow to ensure the event data is being used as expected before setting your new flow live.

Measuring Performance 

Once your flow is live, RetentionX automatically imports the flow performance data so you can see exactly how your next best offers are performing. The following KPIs are available:

• Recipients

• Open rate

• Click rate

• Revenue

• Revenue per recipient

You can monitor performance over the past 7, 30, or 365 days — KPIs update automatically overnight.

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