Are you looking to automate 25% of your Shopify revenue? Klaviyo flows are your best-kept secret weapon. These automated email sequences can generate up to 30 times more revenue per recipient than your traditional campaigns.
So, what are these famous flows that turn your visitors into loyal customers? Here are the 13 essential automations every e-commerce merchant should implement.
Why are Klaviyo flows so powerful?
Before diving into the heart of the matter, let's understand why these automations are game-changers. Flows generate, on average, between 40% and 60% of your total email marketing revenue.
Unlike traditional campaigns sent to your entire list, flows are triggered by specific customer actions. The result? Hyper-personalized messages delivered at the right time.
A concrete example: for one of our clients, flows generate over €700,000 per month in automated revenue. Not bad for emails that send themselves, right?
The 13 essential Klaviyo flows to implement
1. Welcome Flow
Trigger: Newsletter subscription
Why it's crucial: This is your first impression and often your most profitable flow. According to Klaviyo data, the welcome flow generates an average of €2.65 per recipient, with top performers achieving a 10.53% order rate.
Here's why this flow is so powerful:
- Perfect timing: People have just given their email; their attention is at its peak.
- Anticipation created: They expect to receive their discount code.
- Education possible: You have 8 emails to convince them without being intrusive.
- Conversion of the curious: 97% of visitors leave without buying, but with this flow, you recover some of them.
Optimal structure (4-8 emails):
- Email 1 (immediate): Promo code delivery + introduction
- Email 2 (Day +2): Brand and founder story
- Email 3 (Day +4): Best-sellers with social proof
- Email 4 (Day +6): “Us vs. them” – competitive differentiation
- Email 5 (Day +8): Testimonials and customer reviews
- Email 6 (Day +10): Last chance with urgency
- Email 7 (Day +12): Personal message from the founder
- Email 8 (Day +14): “Is everything okay?” – support and promo extension
Pro tip: Aim for a minimum order rate of 10% on this sequence. The first email alone should generate at least 6%.
2. Abandoned Cart Flow
Trigger: Added to cart without purchasing
Why it's essential: 70% of carts are abandoned, representing $18 billion in lost revenue annually! This flow generates an average of €3.65 per recipient, according to Klaviyo.
The psychological interest:
- Clear purchase intent: They took the action of adding to the cart.
- Emotional investment: They imagined owning the product.
- Often temporary barriers: Distraction, reflection, price comparison.
- Easy recovery: One click and they find their cart intact.
Optimized sequence (3-6 emails):
- Email 1 (30 min): Gentle reminder with exact products
- Email 2 (Day +1): Brand USP + guarantees
- Email 3 (Day +2): Product-specific testimonials
- Email 4 (Day +3): Urgency "cart expires" + possible discount
- Email 5 (Day +5): Founder message "Is everything okay?"
- Email 6 (Day +7): Last chance with a flash discount
Expected results: 50% open rate and 10% click-through rate are good standards.
3. Checkout Abandonment Flow
Trigger: Started the checkout process without finalizing it
Why it's different from abandoned cart: These customers were 90% of the way to purchase! They filled in their information, chose shipping... and left at the last minute.
The strategic interest:
- Very high intent: More qualified than abandoned cart.
- Possible technical problem: Payment error, website crash.
- Last-minute reconsideration: Doubt about the total price with fees.
- High conversion rate: Up to 15% recovery possible.
Specific approach (3 emails):
- Email 1 (2h): "Technical issue?" – helpful tone, not salesy
- Email 2 (24h): Reassurance on security + testimonials
- Email 3 (48h): Moderate urgency "Order expires"
Important: No need for a discount here – they were ready to pay full price!
4. Browse Abandonment Flow
Trigger: Viewed a product without adding it to the cart
The commercial interest: Average click-through rate of 5.48% according to Klaviyo – higher than most other flows.
Why it works:
- Interest shown: They clicked on a specific product.
- Research phase: Often comparing.
- Need for information: Lack of details to decide.
- Educational moment: Perfect for convincing without pressure.
Educational strategy (3-5 emails):
- Email 1 (45 min): "Are you interested in this?" with the exact product
- Email 2 (Day +1): Detailed benefits + differentiation
- Email 3 (Day +2): Product-specific testimonials
- Email 4 (Day +4): "Not interested anymore? Here are other options"
- Email 5 (Day +6): 48-hour flash discount
Tip: Use Klaviyo dynamic blocks to display the exact product viewed.
5. Site Abandonment Flow
Trigger: Visited the site without viewing a product
Why it's underestimated: An often-forgotten flow that can generate a 1% order rate and 6% click-through rate according to our data.
The opportunity:
- Recovered paid traffic: You pay to bring visitors.
- Curiosity shown: They took the time to visit.
- Guidance needed: They might be lost in your offering.
- Gateway to other flows: Guides them to product browsing.
Minimalist approach (1 email):
- Single email (2-4h): "Lost in our choices? Here are our favorites"
- Presentation of main categories
- Best-sellers with attractive visuals
- Friendly and non-pressuring tone
Metrics: Aim for a minimum 2% click-through rate. Don't sell the sale, sell the click!
6. Post-Purchase Flow
Trigger: Order finalized
Why it's strategic: Post-purchase emails have a 61.68% open rate – the highest of all flows! They also generate 217% more open rates and 500% more clicks than an average campaign.
The psychological stakes:
- Reducing remorse: They just spent money, reassure them.
- Moment of euphoria: Capitalize on their satisfaction.
- Critical loyalty: Turn the purchase into a relationship.
- Potential advocacy: Satisfied customers = ambassadors.
Loyalty sequence (4-6 emails):
- Email 1 (immediate): Founder's thank you + possibility of adding to order (24h)
- Email 2 (Day +1): "Your order is being prepared" + social media
- Email 3 (Day +3): "Are you excited?" – anticipation of delivery
- Email 4 (Day +7): Product-specific usage tips
- Email 5 (Day +14): Review request with incentive
- Email 6 (Day +21): Smart cross-sell based on purchase
Exceptional ROI: This flow costs almost nothing and generates reviews, loyalty, and additional sales.
7. Back in Stock Flow
Trigger: Product available again after being out of stock
The business interest:
- Pre-qualified demand: They asked to be notified.
- Natural urgency: Fear of missing out again.
- Scarcity effect: "If it's often out of stock, it must be good."
- Quick conversion: Critical 24-48 hour window.
Examples of results: Lifestraw doubled its email revenue goals thanks to this flow.
Urgency tactic (1-2 emails):
- Email 1 (immediate): "Finally back!" + limited stock
- Email 2 (24h): "Only X left in stock" if no purchase
Tip: Prioritize your VIP customers for early alerts.
8. Win-Back Flow
Trigger: No purchase for 60-90 days (depending on your cycle)
Why it's profitable: Acquiring a new customer costs 5x more than winning back an old one. This flow can represent 15-20% of additional revenue.
The psychology of winning back:
- Positive guilt: "It's been a while..."
- Sense of exclusivity: Special offer for the "lost ones."
- Nostalgia activated: Reminder of good times.
- FOMO created: "Here's what you're missing."
Emotional strategy (3-5 emails):
- Email 1 (Day +60): "It's been a while..." – personal tone
- Email 2 (Day +67): New products + "Here's what's changed"
- Email 3 (Day +74): Exclusive win-back offer
- Email 4 (Day +81): "Are you still interested?" – light guilt trip
- Email 5 (Day +88): "Last chance" founder message
Benchmark: 157.8% YoY growth for Callie's Hot Little Biscuit with their win-back strategy.
9. Replenishment Flow
Trigger: Theoretical end of consumable product
The underexploited opportunity:
- Predictability: You know when they'll need it.
- Habit created: They already use your product.
- Competition avoided: You contact them before they look elsewhere.
- Increased LTV: Regular purchase = tenfold customer value.
Sectoral examples:
- Cosmetics: 30ml cream = email at Day +25
- Supplements: 30-day jar = email at Day +25
- Coffee: 250g = email at Day +10
- Household products: According to declared usage
Preventive sequence (2-3 emails):
- Email 1: "Running low?" – perfect timing
- Email 2 (Day +7): "Don't run out" + gentle urgency
- Email 3 (Day +14): Automatic subscription proposal
Result: Who Gives A Crap created a hilarious flow that converts excellently thanks to humor and perfect timing.
10. Special Events Flow
Trigger: Customer birthday or first order anniversary
Why it works psychologically:
- Special feeling: "They remember me."
- Gratitude generated: Gift = positive emotional debt.
- Emotional timing: Birthday = traditional shopping moment.
- Perceived exclusivity: Personalized email.
Opportunities to leverage:
- Customer birthday: Date of birth
- First order anniversary: Rewarded loyalty
- Seasonal events: Christmas, Valentine's Day depending on profile
- Half-birthday: Originality that stands out (like Les Raffineurs)
Emotional structure (1-2 emails):
- Main email: Warm wishes + exclusive gift/discount
- Reminder email (if not used): "Forgot your gift?"
Innovation: Test creative events like "half-birthdays" to stand out.
11. Cross-Sell Flow
Trigger: After first purchase or positive review
The major economic interest:
- Educated customer: They already know your quality.
- Trust established: Successful first purchase.
- Increased AOV: Higher average order value.
- Lifetime value: Customer who buys 2 products = 3x loyalty.
Strategic timing:
- Wait 2-4 weeks: Let them enjoy the first purchase.
- Based on usage: Product tested and approved.
- Seasonality: Relevant time to complement.
Smart approach (3 emails):
- Email 1 (Day +21): "Since you like X, here's Y"
- Email 2 (Day +28): Testimonials from customers who bought both
- Email 3 (Day +35): Bundle with attractive discount
Example: Lowellita uses purchase history to recommend perfectly matched fashion accessories.
12. VIP Customer Flow
Trigger: Order/spending threshold reached (e.g., 5 purchases or €750)
Why it's crucial: 20% of your customers generate 80% of your revenue. This flow rewards and retains your best customers.
The psychological benefits:
- Social status: Sense of exclusive belonging
- Recognition: Rewarded purchasing effort
- Anticipation: Motivating future benefits
- Advocacy: VIP customers = best ambassadors
Loyalty Program (3+ emails):
- Email 1: “Welcome to the VIP Club” + benefits
- Email 2 (monthly): Early access to new products
- Email 3 (quarterly): Exclusive VIP discount
- Email 4 (biannual): Private event invitation
Important delay: Wait 30 days after the qualifying purchase to avoid the "mercantile" effect.
13. Sunset Flow (List cleaning flow)
The trigger: Prolonged inactivity (120+ days without opening)
Why it’s essential: Klaviyo charges by the number of contacts. Keeping inactive contacts is expensive and harms your deliverability.
Hidden benefits:
- Direct savings: Fewer contacts = reduced bill
- Improved deliverability: Better overall engagement rate
- Surprise re-engagement: Some wake up at "goodbye"
- Clean data: Healthy list for better performance
The art of saying goodbye (3 emails):
- Email 1 (D+120): “Is this the end?” – last chance to stay
- Email 2 (D+127): “Email preferences” – an alternative to goodbye
- Email 3 (D+134): “Goodbye” definitive with class
Surprise: This flow often generates unexpected sales because people feel guilty and buy to "compensate"!
Performance metrics per flow
Pre-purchase flows (acquisition)
- Welcome Flow: 10% order rate, €2.65/recipient
- Abandoned Cart: 15% recovery, €3.65/recipient
- Browse Abandonment: 5.48% click-through rate
- Site Abandonment: 2% minimum click-through rate
Post-purchase flows (loyalty)
- Post-Purchase: 61.68% open rate
- Win-Back: 157% YoY growth possible
- Replenishment: Varies by sector
- Cross-Sell: +25% average AOV
How to optimize your Klaviyo flows?
Test your sending times
Timing is everything! An email sent 4 hours after abandonment can be more effective than an immediate send. Our tests show:
- Site Abandonment: 4h better than 30 min
- Browse Abandonment: 45 min optimal
- Cart Abandonment: 30 min then 24h
- Checkout Abandonment: 2h optimal
Personalize based on history
A customer who buys for the 5th time should not receive the same message as a first-time buyer. Use Klaviyo's conditional logic to segment.
Balance promotion and education
Don't sell in every email. Alternate promotional and educational content to build a real relationship with your customers.
Monitor your metrics
Each flow must be closely monitored:
- Open rate: 25-35% minimum
- Click-through rate: 3-7% depending on the flow
- Conversion rate: Varies depending on your sector
Mistakes to absolutely avoid
Not differentiating between abandoned cart and abandoned checkout – These are two different triggers with different audiences.
Being too aggressive commercially – Someone who just bought doesn't want to be told immediately "buy more."
Forgetting filters – If someone buys during your welcome flow, stop sending them welcome emails with promo codes!
Neglecting founder emails – Personal messages from the founder often convert better than corporate emails.
Where to start?
If you're starting, focus on the 5 essential flows:
- Welcome Flow (mandatory)
- Abandoned Cart (recovery)
- Checkout Abandonment (high conversion)
- Post-Purchase (loyalty)
- Win-Back (reactivation)
These five flows will already generate 80% of the results. Once mastered, gradually add the others according to your specific needs.
The importance of consistency
Your flows must reflect your brand's personality. Maintain the same tone, values, and promise across all your automations.
And most importantly, remember: Klaviyo flows are not "set and forget." They require monitoring, testing, and regular optimization. But once well-calibrated, they become your best automated cash machine.
Ready to automate your success?
