What flows are and why they matter

Before we build anything, let’s make this simple.

A flow is just an automated sequence triggered by customer behavior.

So instead of blasting your full list with the same message, Klaviyo sends the right email based on what that person actually did.

For example:

• joined your list -> Welcome series
• viewed a product -> Browse Abandon
• added to cart -> Cart Abandon
• started checkout -> Checkout Abandon
• placed an order -> Post Purchase
• or stopped buying -> Winback or Sunset

There are about 15 different flows we always set up plus some advanced ones.

But the 80/20 of flows? Just 6-7 flows thatI am going to share with you today. 

And they matter because timing is everything in email.

A new subscriber needs a very different message than someone who abandoned checkout five minutes ago.

A first-time customer needs a very different message than someone who hasn’t bought in 90 days.

Flows let you match the message to the moment.

That’s why they convert so well.

And for most brands, these core flows are enough to capture the majority of your automation revenue without overcomplicating the account.

Watch the full video tutorial: 

What You’ll Get From This Guide

• Build Your Core Flow Foundation (The 80/20) -Learn how to set up the essential flows that drive the majority of email revenue for most (if not all) DTC brands.

• Turn Email Into a Consistent Revenue Channel - Implement flows that can generate 20–30% of your store’s revenue, without relying on constant campaigns.
• Reduce Campaign Pressure - Take the load off manual promotions by building a system that runs in the background.
• Personalized Customer Journeys at Scale - Deliver the right message at the right time based on customer behavior and intent (on auto-pilot)
• Step-by-Step Klaviyo Setup (No Tech Skills Needed) - Follow a clear, beginner-friendly process to build your core flows from scratch.
• Proven Email Structures & Real Examples - See exactly what to send inside each flow, without guessing.
• Guided Video Walkthroughs & Expert Insights Follow along with tutorials and learn the key details that most brands miss.

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This is what we will be covering:

There are 3 stages in your customer journey:

The Pre-Purchase Flows (Trust Building)

These target new customers

1. Welcome series
2. Browse Abandon flow
3. Cart Abandon flow
4. Checkout Abandon flow

The Post-Purchase Flows (Retention) 

These target existing customers

1. Post Purchase (1st-time buyers)

The Rescue Flows (Lapsed)

These target customers that are about to churn

1. Win-back
2. Sunset

So let’s start with the most important one.

The Welcome Flow

What it does

The welcome flow triggers when someone joins your email list.

And this is usually your hottest subscriber.

They just gave you their email.
They’re aware of your brand.
They’re curious.
And in many cases, they signed up because they want a discount.

So if your welcome flow is weak, delayed, or just one lazy “thanks for joining” email, you’re wasting the highest-intent moment in the entire pre-purchase journey.

How many emails to send

For most brands, I like a 4-email welcome flow.

Simple.

Email 1 — Deliver the offer

Send immediately.

This email should do one thing first:
deliver what they signed up for.

If they gave you their email for 10% off, give them the code immediately.

Don’t hide it.
Don’t make them hunt for it.
Don’t bury it under your life story.

Then underneath that, you can briefly introduce the brand and direct them back to shop.

Email 2 — Brand story and differentiation

Send 1 day later.

Now that they have the offer, this is where you explain:

• who you are
• why you started
• what makes the product different
• why they should trust you over the alternatives

This is where you start building belief.

Email 3 — Urgency + social proof

Send 1 day later.

Now you remind them the offer is ending soon.

This is where urgency works best when paired with proof:

• reviews
• testimonials
• press
• before-and-afters
• UGC
• product results

Urgency without trust feels pushy.
Urgency plus proof converts.

Email 4 — Founder plain-text email

Send 1 day later.

This should feel personal.

Short.
Natural.
Low-design.

Something that sounds like a real human reaching out, not another polished brand email.

These plain-text style emails often perform incredibly well because they cut through the noise and invite replies.

Technical side:

• Trigger: Somebody joins your list
• Filter:
  • Place order zero times since starting this flow
  • Bounced Email zero times over all time

Email Examples:

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Browse Abandonment Flow

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What it does

This flow triggers when someone views a product but leaves without adding to cart or starting checkout.

This person has shown product-level interest.

They didn’t just land on the site.
They looked at something specific.

So the goal here is not to reintroduce the whole brand.

The goal is to bring them back to the product they were already considering.

How many emails to send

I like 3 emails here.

Email 1 — Product reminder

Send around 1 hour later.

Keep this one simple.

Show them the product they viewed.
Use dynamic product blocks.
Remind them what they were looking at.
Give them an easy path back.

You’re not trying to be clever here.
You’re just restarting the buying conversation.

Email 2 — Plain-text follow-up

Send 1 day later.

This is a softer nudge.

Something like:
“Wanted to make sure you didn’t miss this.”
Or:
“Our most popular products tend to move quickly.”

This works well when it feels like a helpful follow-up, not an ad.

Email 3 — Incentive or last nudge

Send 1 day later.

Depending on brand strategy, this can be:

• a discount
• free shipping
• social proof
• FAQ handling
• guarantee/reminder
• or just a final reminder

Not every brand should discount here.

If the brand is premium, strong on demand, or intentionally avoids incentives, use reassurance instead.

Technical Side: 

Trigger:
Viewed Product

Filters:

• Added to Cart = 0 since starting flow
• Checkout Started = 0 since starting flow
• Placed Order = 0 since starting flow

Re-entry:
Usually allow after 30 days

And make sure your first email uses the dynamic product the customer actually viewed.

That’s one of the biggest advantages of this flow.

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Full Flow Outline/Email Examples:

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Abandoned Cart/Checkout Flows

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These flows aim to recover sales from abandoned carts and checkouts. They typically include 3-8 emails that remind customers of the products they left behind, highlight return policies, and share customer reviews. These flows are triggered by cart additions and checkout starts and should be filtered to exclude recent purchasers.

So, what exactly is the difference between the two?

• A Cart Abandonment Flow is triggered when a customer adds products to their cart but doesn't proceed to checkout.
• And a Checkout Abandonment Flow activates when a customer starts the checkout process but doesn't complete the purchase, leading to an email that highlights secure checkout options and customer reviews to encourage completion.

Framework:

• 3-8 emails set up for when somebody abandons a product in their cart or check out

Content:

• A subtle reminder of the product that they abandoned in your store (Using the dynamic product block)
• Refund and return policies to offer a safe shopping experience
• Reviews from other customers

Technical side:

Checkout Started

• Trigger: Somebody starts checkout
• Filter:
  • Placed order zero times since starting this flow
  • Checkout started zero times since starting this flow  
  • Has not been in this flow in 30 days
  • Bounced Email zero times over all time

Full Flow Outline:

Email Examples:

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Post Purchase Flow

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Want your customers to keep coming back for more? Then you need to understand a little psychology. Well, not exactly, since Klaviyo already does! Here’s how:

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Immediate Post-Purchase Flows
Post-Purchase Flows enhance customer experience and drive additional sales. Usually consisting of 5-10 emails, these flows thank customers for their purchase, aim to reduce buyer’s remorse, offer cross-sell opportunities, and request reviews. They are triggered by order placements and filtered to target first-time purchasers.

Framework:

• 5-10 emails sent after someone places an order with you.

Content:

• Thank them sincerely
• Remove buyer's remorse and get them excited
• Light nudge to add to their order (Cross-sell)
• Get a review

Technical side:

• Trigger: Somebody places an order
• Filter:
  • Placed order equals 1
  • Bounced Email zero times over all time

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Full Flow Outline:

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Email Examples:

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VIP Flow

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VIP Flows reward and engage high-value customers with exclusive deals and brand engagement. These flows typically include 3 or more emails and are triggered by multiple purchases or high order values.

Framework:

• 3+ emails welcoming someone to the VIP program and rewarding them

Content:

• We like to provide an immediate discount in the first email
• First dibs on new product releases
• Reward them with VIP-only deals (Make them fans of the brand)
• 50% of your revenue comes from 10% of customers, treat them well.

Goal:

• Make client use their VIP flow discount

Technical side:

• Trigger: Somebody places an order 3+ times over all time
  • OR when someone places an order with a higher than usual AOV.
• Filter:
  • Someone has been in this flow over all time
  • Bounced Email zero times over all time

Full Flow Outline:

Email Examples:

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Ongoing Customer Engagement Flows

Anniversary Flow

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Anniversary emails help maintain customer loyalty by acknowledging purchase anniversaries. These emails remind customers of their past purchases and recommend related products, encouraging repeat business. When incentives like bonus points and exclusive sales are offered, you maximize the potential of this campaign.

Framework:

• 1-2 emails reminding the customers that it has been a year since their first purchase

Content:

• Recommend related products (What's new in our store) 
• Offer a special birthday gift

Technical side:

• Trigger: Placed an order (wait 365 days) 

Full Flow Outline:

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Email Examples:

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Back in Stock Flow

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These ongoing engagement flows notify customers about product availability and replenishment needs. The content strategy includes product reminders and purchase incentives. These flows are triggered by product stock updates and past purchases, ensuring customers are informed about items they might need. Integrated with your inventory, Klaviyo AI does the hard math for you.

Framework:

• 3+ email reminders to customers when a product is back in stock

Content:

• Confirmation + offer to buy something currently in stock

• Back in stock reminder of the original item
• Discount

Technical side:

• Trigger: Back in Stock
• Filter:
  • This email will only be sent to customers who haven't made a purchase since starting this flow

Full Flow Outline:

Email Examples:

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Replenishment Flow

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The Replenishment flow in Klaviyo is designed to remind customers to repurchase products they've previously bought or may need to restock. This automated flow targets customers based on their past purchase behavior and the expected usage timeline of the products. Here's a quick breakdown of how it works:

Framework:

• 3+ email reminders to customers when they are running low or have run out of products they previously bought

Content:

• Email 1 - Send 1 week before they’re due to run out. (Running low?)
• Email 2 - Send it on the day your product is set to last (Critical levels + discount)
• Email 3 - Send a 1-3 days after the previous email (discount reminder) 

Technical side:

• Trigger: Placed an order
• Filter:
  • This email will only be sent to customers who haven't made a purchase since starting this flow

Full Flow Outline:

Email Examples:

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Klaviyo AI Flow

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These ongoing engagement flows notify customers about product availability and replenishment needs. The content strategy includes product reminders and purchase incentives. These flows are triggered by product stock updates and past purchases, ensuring customers are informed about items they might need. Integrated with your inventory, Klaviyo AI does the hard math for you.

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Framework:

• 1 email

Content:

• Offer assistance and provide a tempting offer

Technical side:

• Trigger: Predictive Analysis

Full Flow Outline:

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Re-Engagement and List Management Flows

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Winback Flow

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The win-back flow in Klaviyo aims to re-engage inactive customers and encourage them to make a purchase. This automated flow targets customers who haven't interacted with your brand or made a purchase in a specified period. Here’s an overview of how it works:

Framework:

• 3-5+ reengagement emails sent 60 days+ after a prior purchase

Content:

• Encourage repeat purchases to increase LTV
• Remind them to replenish
• Give recommendations (What's new in the store) 

Technical side:

• Trigger: Somebody places an order equal to 60 (or more) days ago
• Filter:
  • Someone makes a purchase since starting this flow

Full Flow Outline:

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Email Examples:

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Sunset Flow

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Sunset Flows help manage your email list by re-engaging inactive subscribers or cleaning the list to improve deliverability. These flows typically include a single re-engagement email and are triggered by prolonged email inactivity.

Framework:

• 2-5 email sent to someone who hasn't engaged with emails in a while

Content:

• Add a hint of FOMO (Let them know you're about to unsubscribe them) 
• Update their preferences (Make it easy for them to do so) 
• Put easily accessible unsubscribe

Benefits:

• Auto-clean your list to remove dead profiles
• Improve deliverability
• Reengage more profiles

Technical Side

• Trigger: Somebody joins the Sunset segment:

If someone is not suppressed for email 

AND

When someone has received email equals greater than 15 in the last 365 days

AND

When someone has opened email zero times in the last 365 days

AND

When someone has clicked email zero times in the last 365 days

These timeframes can be adjusted from 365 days to a smaller number, like 180 days.

• Filter:
  • • Opened or Clicked Email ZERO times since starting this flow 
    AND
    • Placed Order zero times since starting this flow 
    AND
    • Active on site zero times since starting this flow

Full Flow Outline:

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Email Examples:

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Maximize Profits with Sniper-Like Precision

Think of your email marketing strategy as the difference between a shotgun and a sniper. Klaviyo flows are your sniper, delivering precise, automated messages that significantly boost revenue. By continuously testing and optimizing these sequences, businesses can maximize their engagement and sales.
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Ready to master these highly precise flows? Subscribe to our YouTube channel for more in-depth resources or book a call for personalized strategy assistance. We’re here to help you use Klaviyo to achieve boundless e-commerce growth.

Did you like what you saw but don't want to spend the hours writing copy, designing emails, installing, etc…

Book a call!

We guarantee to make you an extra $50k-100k in monthly recurring revenue in 60 days or you don't pay.

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FAQ Section

How Many Flows Do You Need?

In theory, you don't need any flows. You could depend solely on your weekly campaigns for your revenue, but that would put a lot of pressure on those campaigns. My recommendation is to have 13 flows, consisting of approximately 20-40 emails.

How do they work?  

Once set up, your flows will automatically ping specific customers at whatever point they're at in the customer journey.

We'll want to frequently test what content resonates with them the most.

Use Klaviyo triggers (more on this below) and turn "active" so the emails automatically start firing.

What is the difference between Flows and Campaigns?

• Flows are a series of emails sent to a recipient after they complete a specified action (ex. someone abandon cart).
• Flows are triggered automatically.
• These differ from campaigns, which are sent manually to the whole list.
• Flows are specific, Campaigns are broad.

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What is the purpose of the in your eco system:  

Klaviyo flows can help you:

1. Drive more purchases automatically from each customer AKA Life Time Value (LTV)
2. Increase Average Order Value via cross-sales/Upsells.
3. Turn your first time shoppers to raving fans via nurturing sequences.
4. Clean your list and maintain good sender reputation
5. Reduce churn from unengaged customers

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