If you’re using Klaviyo and only sending out ad hoc campaigns, you’re leaving money on the table.
Flows – not one-off campaigns – are where the real ecommerce revenue lives.
In this guide, we’re covering:
- The essential Klaviyo flows every ecommerce brand needs in 2025
- When and how to trigger them
- What to put in each one (with examples)
- How to boost conversions, AOV, and retention
Whether you’re on Shopify, WooCommerce, Magento – or something custom – this article will help you build flows that work while you sleep.
Table of Contents for How to Set Up Your Klaviyo Email Flows
Why Klaviyo Flows Deserve More of Your Attention
Klaviyo flows are behaviour-triggered automations. They don’t rely on you remembering to send a campaign – they simply fire when someone takes an action: joins your list, browses a product, abandons a cart, or places an order.
And here’s the kicker: for many brands, flows account for 25–45% of all email revenue.
Yet so many stores only use the defaults – or worse, ignore flows entirely.
If you’re spending thousands on paid media, or focusing heavily on SEO, but your email flows are underperforming (or nonexistent), you’re bleeding retention revenue.
Let’s fix that.
The 7 Essential Klaviyo Flows (Every Store Should Set Up)
Here’s the Ecommerce Smart hit list — the flows we implement for nearly every client during email marketing consultancy.
1. Welcome Series
Trigger: When someone signs up to your email list (popup, footer, quiz, etc.)
Why it matters: First impressions count. This is your brand’s handshake — it sets expectations, builds rapport, and can drive a quick first sale.
Suggested sequence:
- Email 1: Warm welcome + discount (if offered)
- Email 2: Brand story + values
- Email 3: Product education / bestselling range
- Email 4 (optional): Social proof / UGC
Pro tip: Use Klaviyo’s source-based filtering to customise based on how they signed up.
2. Abandoned Cart Flow
Trigger: User adds a product to cart but doesn’t complete checkout
Why it matters: Cart abandonment rates hover around 70% – and this flow often recovers 5–15% of those sales.
Suggested sequence:
- Email 1 (1 hr): Gentle nudge + product image
- Email 2 (12–24 hrs): Benefits or social proof
- Email 3 (24–48 hrs): Urgency, offer or free shipping (if margin allows)
Check out Baymard’s latest cart abandonment research for benchmarks.
3. Browse Abandonment
Trigger: Known subscriber views a product but takes no further action
Why it matters: Subtle intent signal – not quite cart level, but often a sign of curiosity.
Suggested sequence:
- Email 1: “Still thinking about this?” + image block
- Email 2: Product reviews or how-to content
Only trigger for identified users to avoid GDPR/privacy issues. Use Klaviyo’s predictive filters.
4. Post-Purchase Flow
Trigger: After a successful checkout
Why it matters: Reinforces buyer confidence, reduces return anxiety, and sets up the second purchase.
Suggested sequence:
- Email 1: Order confirmation + thank you
- Email 2 (2–3 days later): Product usage or care guide
- Email 3: Cross-sell related items
- Email 4: Request review or UGC
For brands using Shopify, use Klaviyo’s order data integration for segmentation.
5. Winback Flow
Trigger: Customer hasn’t purchased in X days (e.g. 60–120)
Why it matters: Second-time buyers have a significantly higher LTV. This flow reactivates dormant customers.
Suggested sequence:
- Email 1: “We miss you” + product reminder
- Email 2: Time-sensitive offer
- Email 3: Feedback survey or last chance
🔗 Need timing inspiration? Klaviyo’s predictive analytics can help you customise.
6. Loyalty / VIP Flow
Trigger: Total spend, number of orders, or loyalty programme tier
Why it matters: Your top 10% of customers may account for 40–60% of revenue. Treat them accordingly.
Suggested sequence:
- Email 1: Welcome to the VIP club
- Email 2: Exclusive access or benefit
- Email 3: Refer-a-friend invitation
🔗 Combine this with platforms like Mention Me or Smile.io for referrals and rewards.
7. Sunset Flow (Unengaged Subscribers)
Trigger: Subscribers who haven’t engaged in 90–180 days
Why it matters: Improves deliverability and reduces spam complaints.
Suggested sequence:
- Email 1: “Still want to hear from us?”
- Email 2: Incentive or update
- Email 3: Notice of removal
💡 Pro tip: Use Klaviyo’s engagement filters to automatically suppress non-openers.
Metrics to Watch (Per Flow)
Each flow should be monitored and optimised regularly. Here’s what we look at:
| Metric | Target |
|---|---|
| Open Rate | 40–60% |
| Click Rate | 3–10% |
| Conversion Rate | 1–5%+ |
| Revenue Per Recipient | Benchmarked by product |
| Drop-off Points | Especially in longer sequences |
If you’re seeing low engagement, test subject lines, CTA copy, product blocks, or send timing.
Advanced Flow Ideas (For Brands Ready to Level Up)
Already got the basics running? Try these:
- Back in stock flows (especially for viral or seasonal items)
- Price drop alerts (dynamic segmenting with integrations)
- Subscription renewal reminders
- Birthday or anniversary flows
- Quiz result nurturing (e.g. skincare quiz → tailored products)
→ We help build these in our advanced retention & loyalty programmes.
Tools to Combine with Klaviyo
To really maximise performance:
- Hotjar: Understand how users engage with email landing pages
- GA4: Attribution and revenue analysis across flows (we cover this in our GA4 guide)
- Mention Me: Seamless referral triggers
- Loox / Okendo: Auto-insert photo reviews
Final Thought on How to Set Up Your Klaviyo Email Flows
Email flows aren’t glamorous – but they are profitable, scalable, and always-on.
The best ecommerce brands treat flows not as background noise, but as a key part of their growth and retention strategy.
Ready to improve your Klaviyo setup? Explore our Email Marketing services
Or book a free discovery call and we’ll audit your flows for fast wins
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