The Big Five: The only email flows your Shopify brand really needs

When it comes to email marketing, it’s easy to get caught up in shiny extras - pop-ups, campaigns, product drops, the whole lot. But if you stripped everything back and focused only on what really improves sales and customer loyalty?

You’d end up with what I call The Big Five.

These are the five Klaviyo flows that every Shopify brand needs to have running in the background - quietly turning browsers into buyers and one-time shoppers into repeat customers.

Let’s break them down.

1️⃣ The welcome flow

Your welcome flow is your first impression - and your best chance to turn a new subscriber into a first-time customer. Think of it like a digital handshake: warm, confident, and memorable.

This is where you tell your story, share what makes your products special, and give people a reason to shop before they forget you exist.

2️⃣ The browse abandonment flow

Someone’s been eyeing up your products but didn’t click “add to cart”? Don’t panic - just follow up.

A simple “Still thinking about this?” email can bring them back. This flow is the gentle nudge that reminds curious browsers why they stopped to look in the first place.

3️⃣ The abandoned cart flow

This one’s the money-maker.

When a customer adds something to their cart but doesn’t check out, it doesn’t mean they’ve lost interest - they probably just got distracted. A well-timed reminder (with a little urgency or social proof) often turns hesitation into a sale.

4️⃣ The post-purchase flow

The sale doesn’t end when they hit “buy.”

Your post-purchase flow is where you thank your customer, set expectations around delivery, and nurture the relationship. You can even encourage a repeat purchase by sharing complementary products or user-generated content.

5️⃣ The win-back flow

When it’s been a while since someone last ordered, it’s your cue to pop up in their inbox again. Remind them why they loved you, highlight what’s new, and make it easy to re-engage before they drift away for good.

Why the big five work

Together, these five flows cover every key stage of your customer journey, from discovery to reactivation. Get them right, and you’ll unlock the majority of your email revenue on autopilot.

If you’re missing one (or all five), start with my Klaviyo Starter Pack - it walks you through what each flow should include, when to send it, and what to write.

And if you’d rather skip the setup stress? That’s where Clicks & Flows comes in. We’ll design, write, build, and optimise your core Klaviyo flows so they’re ready to start making sales straight away.

👉 Book a call to learn more about Clicks & Flows

Because when your Big Five are firing on all cylinders, your email starts doing what it’s meant to do - make money while you sleep.