Email flows
The 5 Klaviyo Flows Every Shopify Store Should Have Running
These are the automations that generate 30–50% of email revenue for serious e-commerce brands. Set them up once. They run forever. Here's what each one is, why it matters, what to include, and the results to expect.
01
Welcome Series
- What it is
- A 3-email sequence sent automatically to every new subscriber over the first 7 days.
- Why it matters
- New subscribers are at peak curiosity. Open rates here are 2–3x higher than any other email you'll ever send. This is your highest-leverage window.
- What to include
- Email 1: Brand story + what to expect
- Email 2: Best sellers + social proof
- Email 3: First-purchase incentive (if appropriate)
- Expected results
- 10–25% conversion to first purchase within 7 days for stores with strong product-market fit.
02
Abandoned Cart
- What it is
- A 3-part sequence triggered when a shopper adds to cart but doesn't check out.
- Why it matters
- Average cart abandonment is ~70%. A well-built flow recovers 15–20% of those carts — consistently the highest-ROI automation in e-commerce.
- What to include
- 1 hour: Reminder with cart contents
- 24 hours: Social proof + reviews
- 72 hours: Soft incentive or urgency
- Expected results
- Most stores see this flow generate 5–15% of total email revenue from a fraction of the sends.
03
Post-Purchase
- What it is
- A multi-step flow triggered after every order, designed to drive review submission and repeat purchase.
- Why it matters
- Acquiring a new customer costs 5x more than retaining one. The 30 days after purchase is when buyers are most likely to come back.
- What to include
- Order confirmation (transactional)
- Shipping/delivery update
- Day 14: Review request
- Day 30: Cross-sell complementary product
- Expected results
- 20%+ lift in 90-day repeat purchase rate when run consistently.
04
Winback
- What it is
- A 2–3 email sequence sent when a customer hasn't purchased in 90+ days.
- Why it matters
- Lapsed customers already trust your brand — reactivating them is far cheaper than acquiring a new one. Without a winback flow, this segment churns silently.
- What to include
- "We miss you" check-in
- What's new since they last shopped
- Final offer with deadline
- Expected results
- Reactivates 5–10% of dormant customers; the rest can be safely sunsetted to protect deliverability.
05
Browse Abandonment
- What it is
- A short flow triggered when someone views a product page but doesn't add to cart.
- Why it matters
- Lower intent than cart abandonment but vastly higher volume. Even a 2–3% conversion rate adds meaningful revenue at scale.
- What to include
- Product reminder with image and benefits
- Related products in the same category
- Reviews / social proof for the viewed product
- Expected results
- Typically 1–3% of total email revenue, with very low send cost.
Build all five free in Klaviyo
Every flow above can be activated on Klaviyo's free plan with their pre-built templates. No code, no agency, no monthly fee until you exceed 250 contacts.