Campaigns get the attention, but flows quietly do the heavy lifting. A well-built set of Klaviyo automations runs in the background and routinely drives 30%+ of email revenue without anyone touching it. These are the flows we set up first.
1. Welcome series
Your highest-engagement moment. Introduce the brand, deliver any sign-up incentive, and guide new subscribers toward a first purchase over three to four emails.
2. Abandoned cart & browse
The single most profitable flow for most stores. Remind shoppers what they left behind, handle common objections, and add gentle urgency. A browse-abandonment flow catches interest even earlier.
3. Post-purchase
- Set expectations and reduce buyer's remorse.
- Request a review at the right moment.
- Cross-sell complementary products to lift lifetime value.
4. Win-back
Re-engage customers who haven't bought in a while before they lapse for good. A small incentive paired with your best products is usually enough.
Set your flows up well once, and they pay you back every single day.
Keep refining
Flows aren't set-and-forget forever. Review performance quarterly, test subject lines and timing, and prune emails that aren't pulling their weight.