The Ultimate Guide to Klaviyo Flows:
Boosting Revenue with Automated Email Marketing

Imagine adding 30% to your bottom line effortlessly—sound too good to be true? With Klaviyo flows, it's entirely possible. Our automated email system generated our managed clients over $20 million in 2023 alone.

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Watch the full video tutorial: 

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What are Klaviyo Flows?

Klaviyo flows are automated email marketing sequences that activate based on specific customer actions, such as making a purchase or abandoning a cart. These flows work quicker and are more targeted compared to manual campaigns, which are broader and sent to entire email lists. Automated flows minimize the time you need to spend chasing customers while maximizing customer engagement and retention. In this day and age, automation is your ticket to higher sales by targeting individual behavior—so don’t overlook its value!

What's in It for You?

• Automate 20% of Your Total Store Revenue: Learn how to set up email flows that can significantly boost your revenue.
• Reduce Campaign Pressure: Take the load off your manual email campaigns and ensure a consistent revenue stream.
• Personalize Customer Experience: Tailor your communications to different stages of the customer journey.
• Access Expert Tips and Video Guides: Get access to our comprehensive tutorials with bonus expert advice for each email flow.
• "No-tech" Framework: Implement these automations without needing any prior technical expertise.
• Examples and Tutorials: Get detailed email examples and step-by-step Klaviyo setup instructions.

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This is what we will be covering:

There are 3 stages in your customer journey:

The Pre-Purchase Flows

These target new customers

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

The Post-Purchase Flows

These target existing customers

1. Post Purchase (1st-time buyers)
2. Post Purchase (2nd-time buyers) 
3. VIP flows
4. Anniversary flow
5. Back In stock flow

The Rescue Flows

These target customers that are about to churn

1. Replenishment flow
2. Klaviyo AI
3. Win-back
4. Sunset

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Let's start by understanding your customer journey: 

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The Welcome Flow

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The Welcome Series is geared towards greeting new subscribers and introducing them to your brand. This series usually includes 3-5 emails that provide a welcome discount, educate subscribers about the brand, showcase products, and offer social proof. This flow is triggered when someone joins your email list and is filtered to exclude those who have already placed an order.

Framework:

• 3-5 emails set up for when somebody joins your email list.

Content:

• Provide the welcome discount
• Educate subscribers about the brand
• Showcase your products
• Provide social proof

Technical side:

• Trigger: Somebody joins your list
• Filter: Place order zero times since starting this flow.

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Full Flow Outline:

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Email Examples:

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Site Abandonment Flow

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The Site Abandonment Flow addresses visitors who leave your site without viewing any products. The content strategy includes feedback polls, customer reviews, assistance options, showcasing bestsellers, and optional incentives. This flow is triggered by Active on site metric and excludes visitors who have viewed products, added items to the cart, or started the checkout process.

Framework:

• 1 email for visitors who don't click any products

Content:

• Feedback polls
• Reviews/Success Stories
• Ways to get in touch for assistance
• Useful blogs or content to guide them towards benefit or service offered
• Subtly show bestsellers towards the bottom of the email
• Quiz features if you have a quiz app
• Optional incentive

Goal:

• Get them to click a product in your email

Technical side:

• Trigger: Somebody is Active on Site
• Filter:
  • Someone views product since starting this flow
  • Adds to cart since starting this flow
  • Goes to checkout since starting this flow
  • Makes a purchase since starting this flow

Full Flow Outline:

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Email Examples:

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Browse Abandonment Flow

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The Browse Abandonment Flow targets potential customers who have viewed products but haven't made a purchase. Typically consisting of 2-5 emails, this flow includes product reminders, offers of assistance, social proof, and return policies to encourage purchases. It is triggered by product views and excludes customers who have added items to their cart, started checkout, or completed a purchase.

Framework:

• 2-5 emails set up for when somebody views a product.

Content:

• A subtle reminder of the product they viewed in your store (we'll use the dynamic block here) 
• Ask the client if they need any help.
• Showcase social proof and return policies to make them feel confident in buying from you.

Technical side:

• Trigger:  Viewed a product.
• Filter:
  • Adds to cart zero times since starting this flow
  • Started a checkout zero time since starting this flow
  • Place an order zero time since starting this flow
  • Has not been in this flow for 30 days

Full Flow Outline:

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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

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

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.

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

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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