Your Klaviyo flow checklist: for small businesses

Want more sales from your Klaviyo email automation (aka flows)? Then you need to start thinking about your customer’s entire journey. The road doesn’t stop when they make a purchase. It starts way before that and continues for months even years after as you continue to nurture them and tempt them back (hopefully) over and over again.

Let’s take a look at the top flows to use in Klaviyo for e-commerce businesses on Shopify:

Welcome Flow: The biggest revenue-driving flow in your Klaviyo account. This is the biggie. If you’re going to optimise any flow, it should be this one. Typically 3-5 emails across a 5-7 days. The discount should only go to customers who have never bought before and they should drop out of the flow as they purchase.

Alternative Offer After Welcome Flow: What happens when someone goes through the entire Welcome flow and doesn’t purchase? Then, I’d try some sort of discount ladder. Basically, give them another offer. It could be something completely different like Free Shipping or a deeper £ or % off.

Browse Abandon: Target your website browser with this light-touch flow that shows them the product they were viewing and gets them back onto your site to take another look.

Abandoned Cart: You know what it’s like to shop online. We browse and add to the cart, making our virtual wishlists that we then curate before checking out. Make sure you’re reminding your shoppers what they left behind and how much your customers love these items.

Abandoned Checkout: They were so close… but they didn’t quite make it over the link. Remind them to complete their purchase and sweeten the deal if they are a new shopper to your Shopify store.

Thank You Email Post Purchase: This is a really big deal for small businesses that are founder-led. Send an email from you (don’t worry this email is automated!) that says “thanks.”

Post-Fulfillment Flow: Next up is the sequence of emails in Klaviyo after someone’s order is fulfilled. Keep in touch with your customers at every stage of the way, letting them know what’s going to happen next.

Repeat Purchase Nurture Series: Triggered dynamically when someone is most likely to place their next order, the RPNS this a great one for showing customers what’s new in your shop and reminding them to come back.

Win Back: Similar to the flow above, except the Win Back is triggered on the number of days that you set. Use the average days between orders for your customers for this one. That might be 60 days, 90 days or 180 days. These customers are considered “lapsed” so we need to remind them why they used to love your prodcuts.

Re-Engagement: Sometimes people get busy, and just stop engaging with out emails. This little flow tries to get them to open and click an email again, re-igniting their interest.

Birthday Flow: This is a brilliant behind-the-scenes flow for brands with giftable “treat me” products. Collect your subscriber’s birthdays and treat them a couple of weeks before the big day. If they don’t purchase with their birthday-specific discount, remind them, and keep the party going after the big day with a “no time for birthday blues” email.

Anniversary Flow: The Birthday Flow isn’t always appropriate for every brand, which is why I like to suggest this one instead. This one is triggered a year (and every year after that) after someone’s first order. It’s a fun excuse to deliver a discount or offer to a customer’s inbox.

Price Drop: Short and sweet, let browsers know when a price has dropped in Shopify with this simple Klaviyo flow.

Sunset: Finally, if someone stops opening and clicking your emails and just really isn’t interested anymore, it’s time to clear them off of your list. Use the Sunset Flow to identify unengaged profiles who have never bought from you. Suppress these quarterly.

Start building out some more parts of your customer journey with these additional flows.📝

Which ones are you missing?

P.S. I wouldn’t recommend all of these for every brand, but there are some good ones in here! If you’d me to audit your current Klaviyo flow strategy, get in touch!