Campaigns get the attention, but flows do the steady work. A flow is an automated series of emails or texts that Klaviyo sends when a customer does something: signs up, browses, leaves a basket or places an order. Set them up once and they keep working in the background.
If you are starting from scratch, these are the five flows to build first, in this order.
1. Welcome series
Triggered by: a new email or SMS subscriber.
This is often the most-read series a brand ever sends, because new subscribers are at their most curious. Use it to introduce the brand, explain what makes the product different and show your best sellers. If you offer a sign-up incentive, deliver it in the first email, then spend the next two or three on reasons to buy that are not about the discount.
2. Abandoned checkout
Triggered by: a customer starting checkout and not finishing.
These people were seconds from buying. Send the first reminder within an hour or two, showing exactly what they left behind. Follow up once or twice over the next couple of days. Answer the questions that stop people at checkout: delivery times, returns and payment options. Save any discount for the final message, if you use one at all.
3. Browse abandonment
Triggered by: a known visitor viewing a product without adding it to their basket.
Keep this one light. A single email showing the product they looked at, with a few related items, is usually enough. It works best for considered purchases where people browse several times before buying.
4. Post-purchase
Triggered by: a first order.
The aim is a second order, and that starts with a good first experience. Thank the customer, set expectations for delivery and help them get the most from what they bought: care guides, how-to content or styling ideas. Ask for a review once the product has arrived, not before. Then introduce products that pair well with their first purchase.
5. Win-back
Triggered by: a customer who has not ordered for longer than usual.
Look at how often your customers typically reorder and start the flow a little after that point. Remind them what they bought, show what is new and give them a reason to come back. If they still do not engage, suppress them from regular campaigns to protect your sender reputation.
Getting the basics right
- Connect Shopify properly. Klaviyo's Shopify integration passes orders, products and browsing data. Without it, most of these flows cannot trigger.
- Exclude recent buyers. Nobody wants an abandoned basket email for something they bought an hour ago.
- Keep the design simple. Clear product images, one main button and copy that sounds like your brand.
- Measure revenue per recipient, not just open rates, so you can compare flows fairly.