Flows are automated emails and texts triggered by what a customer does. They run without a send button, they earn revenue every day, and for most ecommerce brands they outperform campaigns on a per-message basis. If you only have time to improve one part of your email program, improve your flows.
This guide lists the flows every ecommerce brand needs in Klaviyo, how to set each up, and what to test. Order matters: build them in the sequence below.
The flow priority list
| Priority | Flow | Trigger | Primary goal |
|---|---|---|---|
| 1 | Welcome series | Joined list | First purchase |
| 2 | Abandoned cart | Added to cart | Recover intent |
| 3 | Checkout abandonment | Started checkout | Recover high intent |
| 4 | Post-purchase | Placed order | Second purchase and loyalty |
| 5 | Browse abandonment | Viewed product | Re-engage browsers |
| 6 | Replenishment | Time since order | Repeat purchase |
| 7 | Winback | Lapsed customer | Reactivate |
| 8 | Sunset | Unengaged | Protect deliverability |
| 9 | Back in stock | Restock request | Convert waitlist demand |
| 10 | VIP and loyalty | Spend or points threshold | Retain best customers |
See also Welcome Series Examples and Best Practices and Post-Purchase Experience.
1. Welcome series
The welcome flow is your highest-intent audience. Subscribers just raised their hand.
Trigger: added to your main list or a specific form.
Structure to start with:
- Immediate: deliver the incentive or confirm sign-up, and set expectations
- Day 1 to 2: brand story and what makes you different
- Day 3 to 4: best sellers or product education
- Day 5 to 7: social proof (reviews, user content)
- Final: reminder if an incentive expires
Setup tips:
- Use a conditional split to skip people who already purchased
- Branch by sign-up source (a quiz sign-up should get a different path than a pop-up sign-up)
- Align with SMS welcome so people do not get the same message twice
- Exit the flow when someone places an order
Test: the incentive, the first email's structure, and the length of the series.
2. Abandoned cart
Trigger: added to cart (or started checkout, depending on your setup) with no order.
Structure:
- 1 to 4 hours: a helpful reminder showing the cart contents
- Next day: address common objections (shipping, returns, reviews)
- Day 2 to 3: final reminder, with an incentive only if your margin allows it
Setup tips:
- Pull in dynamic product blocks with images and prices
- Exclude customers who just purchased
- Do not lead with a discount every time. Test a no-discount first email against an incentive
- Add SMS for subscribers who opted in, with a short, timely nudge
3. Checkout abandonment
Shoppers who started checkout have shown the highest intent. If you run it separately from cart abandonment, make sure the two flows do not overlap.
- Make the first email quick and direct, with a link back to checkout
- Reference what might have stopped them: shipping cost, payment options, delivery times
- Use filters so someone in both flows only gets one path
4. Post-purchase
This flow shapes whether there is a second order, and it is the most often neglected.
Structure:
- Order confirmation reinforcement: thank you and what happens next
- Shipped: tracking and expectations
- Delivered: how to get the most out of the product
- Day 7 to 14: review request
- Day 14 to 30: cross-sell tied to what they bought, or a replenishment prompt
Setup tips:
- Branch by product or category so the content is relevant
- Split first-time buyers from repeat buyers
- Ask for reviews after delivery, not at purchase
5. Browse abandonment
Trigger: viewed a product, no add to cart.
- Keep the volume low. Browse emails are the easiest to overdo
- Limit to one or two messages
- Skip it for subscribers who received any other abandonment email recently
- Use a frequency cap or a flow filter to avoid stacking messages
6. Replenishment
Best for consumable products.
- Use the typical time between orders for each product to time the reminder
- Offer a simple one-click reorder
- Pair with a subscription offer if you have one. See Subscription Ecommerce
7. Winback
Trigger: no purchase within a window based on your typical repeat cycle.
- Segment by past value, with a stronger reason to return for high-value customers
- Use a relevant hook, such as new products, a restock, or a loyalty benefit
- Layer SMS or direct mail for high-value lapsed customers. See Direct Mail Triggers from Klaviyo
- Finish with a sunset path for anyone who does not respond
See Win-Back Campaigns That Work.
8. Sunset
A sunset flow protects your sender reputation.
- Define "unengaged" by clicks and purchases, not opens
- Send a short sequence asking if they want to stay
- Suppress those who do not respond. Some brands move them to a re-engagement list for occasional sends
- Review the policy quarterly
9. Back in stock
- Capture requests with a back-in-stock form on product pages
- Send an alert the moment stock returns, with SMS where consent exists
- Make the alert fast, since stock may sell through
10. VIP and loyalty
- Trigger by lifetime spend, order count, or loyalty tier
- Offer early access, special perks, and recognition rather than only discounts
- Connect to your loyalty platform so points and tiers show in emails. See Loyalty Program Examples
Flow settings that matter
| Setting | Why it matters |
|---|---|
| Smart Sending | Prevents over-messaging, but check which flows it should apply to |
| Flow filters | Exclude recent purchasers and overlap between flows |
| Trigger filters | Keep the right people entering each flow |
| Conditional splits | Personalize paths by source, product, or customer status |
| Time delays | Match your sales cycle |
| Exit conditions | Remove people once they convert |
| Dynamic content | Product blocks, recommendations, and loyalty data |
What to measure for each flow
- Revenue per recipient
- Placed order rate
- Click rate
- Unsubscribe and spam complaint rate
- Flow share of total email revenue
Because opens are less reliable with Apple Mail and Gmail AI features, anchor on clicks and conversions. See AI and the Inbox.
How often to audit your flows
Review every flow at least twice a year. Check:
- Is the trigger still firing correctly?
- Are product blocks pulling current items?
- Have your offers, shipping policy, or brand voice changed?
- Are there overlapping flows sending conflicting messages?
- Does each email have a clear goal and one call to action?
Klaviyo's Composer can speed up first drafts of flows, but a human should review triggers, filters, and copy before anything goes live. See New Klaviyo Features Worth Using.
Common flow mistakes
- Building flows once and never touching them again
- Letting flows overlap, so one person gets three messages in a day
- Defaulting to a discount in every flow
- Forgetting to exit people after purchase
- Using the same content for new and repeat customers
- Ignoring SMS coordination
FAQ
How many flows does an ecommerce brand need?
Start with welcome, abandoned cart, checkout abandonment, and post-purchase. Add the rest in priority order.
Which flow makes the most money?
It depends on your brand, but welcome and abandonment flows typically drive a large share of flow revenue.
Should flows include discounts?
Not always. Test non-discount versions first, then use incentives where they lift profit.
Can I build flows with Klaviyo's AI?
Yes, as a starting point. Review everything before launch.
How long should flows run before I judge them?
At least a full purchase cycle, and long enough to collect a meaningful sample.
How ATTN helps
ATTN is a Klaviyo Platinum partner agency. We audit, rebuild, and run lifecycle flows for ecommerce brands. Talk to our retention team about a flow audit.