Klaviyo's most powerful feature is its "Flow" system, which sends automated emails to the right person at the right time. Once set up, these flows operate 24/7, transforming into a passive income channel for e-commerce stores.
What is a Flow?
A Flow is a pre-planned series of automated emails that activate when a customer performs a specific action (trigger). In Klaviyo, triggers include: list signup, abandoned cart, purchase, price drop, back in stock, and more.
5 Essential Flows You Should Set Up
1. Welcome Series
This is a welcome series sent to new subscribers on your email list. It's one of the flows with the highest open rates because the user has just shown new interest in the brand.
Suggested structure:
- Email 1 (Immediately): Welcome, brand story, and first purchase coupon
- Email 2 (Day 2): Bestselling products and social proof
- Email 3 (Day 5): Value proposition + why they should choose you?
2. Abandoned Cart Flow
Sent to users who add products to their cart but do not complete the purchase. You can recover 10-15% of your e-commerce revenue from this flow.
Suggested structure:
- Email 1 (After 1 hour): Did you forget your cart? + product image
- Email 2 (After 24 hours): Product benefits + customer reviews
- Email 3 (After 72 hours): Last chance + 10% discount coupon
3. Post-Purchase Flow
This flow, sent to customers who have placed an order, encourages a second purchase and builds customer loyalty.
Suggested structure:
- Email 1 (Immediately): Order confirmation + shipping information
- Email 2 (Day 3): Product usage tips
- Email 3 (Day 10): Invitation to leave a review
- Email 4 (Day 30): Complementary product recommendation (cross-sell)
4. Win-Back Flow
Used to re-engage customers who haven't made a purchase for 90 days or longer. Winning back an existing customer is 5 times cheaper than acquiring a new one.
Suggested structure:
- Email 1 (Day 90): We miss you message + special offer
- Email 2 (Day 97): Latest updates and new products
- Email 3 (Day 105): Last chance coupon
5. Browse Abandonment Flow
Sent to users who visit a specific product page but do not add it to their cart. Thanks to Klaviyo's powerful Shopify integration, it automatically knows which product they viewed.
Tips for Flow Optimization
- Perform A/B tests for each flow (subject line, send time)
- Use mobile-responsive templates (60%+ of opens occur on mobile)
- Include personalization tokens (name, product name)
- Regularly clean subscribers with low engagement
Conclusion
These 5 essential flows generate a large portion of email revenue for Klaviyo users. To set up Klaviyo flows for your store, contact Rivanti.