Email marketing is essential for e-commerce success, and Klaviyo‘s pre-built flow templates make it easy to automate customer engagement. Here are 7 proven Klaviyo email flows to boost conversions and revenue:
- Welcome Series: Introduce your brand and drive first purchases with a 3-email sequence.
- Abandoned Cart: Recover lost sales with personalized reminders and limited-time offers.
- Browse Abandonment: Re-engage visitors who left without adding items to their cart.
- Post-Purchase: Build loyalty with order updates, product tips, and review requests.
- Win-Back: Reconnect with inactive customers using exclusive deals or updates.
- Product Review Request: Collect reviews to build trust and influence new buyers.
- VIP Customer: Reward your top customers with special perks and early access.
These flows are designed to engage customers at every stage of their journey, from first interaction to long-term loyalty. Use Klaviyo’s tools like dynamic content and segmentation to personalize emails, improve open rates, and drive conversions.
Key Benefits:
- Recover up to 15% of abandoned carts.
- Boost customer lifetime value by 40% with post-purchase flows.
- Win back up to 25% of inactive customers.
Start implementing these flows to enhance your email marketing strategy and grow your business.
Complete Email Marketing Flows Tutorial For 2025
1. Welcome Series
The welcome series is like your brand’s first handshake with a new subscriber. It’s a key moment to turn interest into action. A standard flow might include three emails: a warm welcome sent immediately, a follow-up sharing your brand’s story within 24 hours, and an incentive to make a first purchase 48 hours later.
To boost conversions, focus on personalized content based on subscriber behavior. Keep subject lines short (under 50 characters) and send the first email within 5 minutes of signup. Include one clear call-to-action (CTA) to improve click-through rates.
Klaviyo’s segmentation tools make it easy to customize emails based on factors like signup source, browsing habits, location, or product preferences.
"The welcome series flow is the foundation of email marketing success, with triggered campaigns generating approximately 75% of email revenue" – DMA National Client Email Report [1]
Use Klaviyo’s analytics to monitor open rates, click-through rates, and conversions. Regularly run A/B tests on subject lines, email content, and offers to fine-tune your approach for better results [2]. A strong welcome series builds trust, encourages early purchases, and sets the tone for lasting customer relationships.
Once you’ve nailed your welcome series, it’s time to tackle potential drop-offs with an abandoned cart flow.
2. Abandoned Cart
This flow is designed to win back customers who leave items in their cart without completing the purchase.
Set up a three-email sequence for your abandoned cart flow:
| Timing | Key Elements | Purpose | |
|---|---|---|---|
| First Reminder | Within 24 hours | Product images, gentle reminder | Reconnect while interest is high |
| Second Follow-up | 48 hours | Social proof, FAQs | Address doubts or concerns |
| Final Attempt | 72 hours | Limited-time offer | Encourage quick action |
The first email should go out within 24 hours of abandonment – timing is critical to capture the customer’s intent. Use tools like Klaviyo to include dynamic content such as abandoned product details, personalized suggestions, cart totals, shipping information, and exclusive discount codes.
To improve results, segment your audience based on factors like cart value, product type, or customer history. For example, offer free shipping on carts over $100 or a special discount for first-time buyers [2].
"Effective abandoned cart flows can recover up to 10-15% of lost sales when properly optimized through personalization and strategic timing" – DMA National Client Email Report [1]
Keep an eye on your recovery rates and use A/B testing to refine elements like subject lines, offers, and content. The first email typically has the highest impact, so focus your efforts there.
While abandoned cart flows aim to recover sales from incomplete purchases, browse abandonment flows are designed for customers who leave before adding items to their cart.
3. Browse Abandonment
Browse abandonment flows are designed to re-engage customers who check out products but leave without adding anything to their cart. With tools like Klaviyo’s segmentation and dynamic content, these flows can help turn casual browsers into buyers.
A good strategy is a three-email sequence:
- Email 1 (24 hours): Highlight the products they viewed and suggest similar items to keep their interest fresh.
- Email 2 (3 days): Share insights like product benefits or customer reviews to build trust and highlight value.
- Email 3 (7 days): Offer a personalized discount or incentive to encourage a conversion.
Triggers like spending at least 30 seconds on a page or visiting three or more pages ensure you’re targeting people who are genuinely interested.
| Timing | Content Focus | Goal | |
|---|---|---|---|
| Initial Follow-up | 24 hours | Viewed products, similar items | Keep product interest fresh |
| Educational Email | 3 days | Product benefits, social proof | Build value proposition |
| Final Outreach | 7 days | Personalized offer | Drive conversion |
Using Klaviyo’s dynamic content, you can display recently viewed products, related recommendations, or messaging tailored to what they browsed. This level of personalization makes your emails more relevant and engaging.
Segmentation Strategies
Tailoring your flows based on user behavior can significantly improve results. Consider creating separate flows for:
- First-time visitors versus returning users
- People browsing high-value items
- Those focused on specific product categories
- Mobile versus desktop users
"Effective browse abandonment flows can increase customer recovery rates by up to 12% when properly segmented and personalized with dynamic content." – Klaviyo Performance Data
For even better results, use conditional splits to refine your messaging. For instance, if someone browsed multiple items in one category, emphasize the benefits of that category in your follow-ups.
Key Metrics and Optimization
Keep an eye on metrics like open rates, click-through rates, and conversions to see how your flow is performing. A/B testing can also help you fine-tune subject lines, email content, and the timing of your offers. Pay special attention to the first email – it tends to drive the most engagement.
While browse abandonment flows are great for rekindling interest, don’t forget about post-purchase flows to maintain customer relationships after the sale.
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4. Post-Purchase
While abandoned cart and browse abandonment emails focus on getting customers to complete their purchases, post-purchase emails keep the conversation going after the sale. These automated messages help build trust and loyalty.
Here’s what a strong post-purchase email sequence might look like:
| Email Type | Timing | Purpose | Key Elements |
|---|---|---|---|
| Order Confirmation | Right after purchase | Reassure the customer | Order details, delivery timeline |
| Shipping Update | Once the item ships | Manage expectations | Tracking info, estimated arrival |
| Product Education | 2-3 days after delivery | Help customers use it | Usage tips, care instructions |
| Feedback Request | 7-10 days after delivery | Collect customer insights | Feedback form, possible incentive |
Personalization and Optimization
With tools like Klaviyo, you can tailor post-purchase emails to individual customers. Use conditional splits to adjust the flow based on factors like:
- Whether they’re a first-time or repeat buyer
- The type of product they purchased
- The value of their purchase
"Effective post-purchase flows that incorporate personalized product education and timely review requests can increase customer lifetime value by up to 40% while reducing support inquiries by 25%." [2]
To get the most out of these emails, consider integrating customer support tools like Gorgias. For example, resolve any issues before asking for feedback or reviews. Here are some practical tips:
- Add product-specific instructions to your emails to help customers make the most of their purchase.
- Send feedback requests only after you’ve confirmed the product has been delivered.
- Keep an eye on metrics like open rates and click-through rates to see how your emails are performing.
Advanced Segmentation
Take your strategy further by segmenting customers based on their behavior, order history, or even location. This allows you to send more targeted and relevant follow-ups.
Once your post-purchase flow is solid, you can focus on re-engaging customers who haven’t interacted with your brand in a while using a win-back flow.
5. Win-Back
Win-back flows are designed to bring inactive customers back into the fold, helping recover lost revenue and rekindle long-term relationships. These automated email sequences aim to re-engage dormant customers and reignite their interest in your brand.
Timing and Triggers
Timing is everything when it comes to win-back emails. Here’s how to approach it:
| Inactivity Period | Email Type | Key Focus |
|---|---|---|
| 60 days | Gentle Reminder | Reconnect with updates or showcase new products. |
| 90 days | Value Proposition | Highlight benefits using customer reviews or popular items. |
| 120 days | Special Offer | Encourage action with limited-time discounts or promotions. |
Personalization Strategy
Tailoring your win-back emails is essential for making them effective. Use customer data, such as purchase history or browsing habits, to segment your audience. For example, offer premium incentives to high-value customers, while crafting different messages for occasional buyers.
Optimization Tips
- Subject Lines: Experiment with subject lines to see what grabs attention. Build on strategies that worked in earlier campaigns but tweak them to appeal to inactive customers.
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Content Customization: Make your emails feel personal by using customer-specific details:
- Recommend products similar to their past purchases.
- Suggest items from categories they’ve browsed.
- Offer location-based deals or events.
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Strategic Incentives: Start small and scale up as needed:
- Begin with perks like early access to new products.
- Introduce modest discounts.
- Save your best deals for high-value customers to maximize impact.
"Properly segmented win-back flows that incorporate dynamic content and strategic incentives can recover up to 25% of inactive customers, significantly impacting overall revenue."
Performance Tracking
Monitor these key metrics to fine-tune your win-back strategy:
- Open rates for different customer segments.
- Click-through rates on emails with specific offers.
- Conversion rates based on customer type.
- Revenue generated from re-engaged customers.
Once you’ve successfully reconnected with inactive customers, it’s time to focus on turning recent buyers into loyal advocates by encouraging product reviews.
6. Product Review Request
Product review requests are a key way to gather social proof and build trust with your audience. Positive reviews not only influence buying decisions but also strengthen customer confidence in your brand. When done right, these automated emails can increase conversions and provide user-generated content that speaks volumes.
Unlike general follow-ups, review requests should match the timeline of product use. Timing matters – ask for reviews after customers have had enough time to use the product. For example, wait about 7 days for apparel or 2-4 weeks for skincare products.
How to Create Effective Review Requests
Want to make your review requests stand out? Focus on these elements:
- Personalized Product Details: Mention the specific product name and include a tailored message. For instance, if it’s fitness gear, ask how it’s helping them achieve their goals.
- Consistent Brand Voice: Keep your tone friendly and professional, reflecting your overall brand style. Show genuine interest in their experience.
To encourage reviews, offer tiered incentives – like discounts for written, photo, or video reviews. Since 80% of customers trust online reviews as much as personal recommendations, make sure your forms are mobile-friendly for ease of use.
"Generic feedback requests rarely work; craft messages that captivate and offer clear value."
Optimizing Performance
Keep an eye on metrics like submission rates, review quality, and the impact on conversions to fine-tune your strategy. Research from the Spiegel Research Center shows purchase likelihood is highest when product ratings fall between 4.0 and 4.7 stars – so maintaining a steady flow of reviews is crucial.
Automate your requests by setting triggers based on delivery confirmation, product type, or customer behavior. Timing is also critical: 44% of consumers find reviews written within the past month most relevant. This means capturing feedback while the experience is fresh is essential.
Once you’ve gathered customer reviews, shift your focus to rewarding your most loyal customers with a VIP program.
7. VIP Customer
VIP customer flows are all about recognizing your top customers and keeping them engaged with tailored benefits and special attention. These flows go beyond standard email sequences, focusing on building loyalty and boosting long-term revenue.
Identifying Your VIPs
To identify your VIPs, look at spending levels, how often they buy, and how engaged they are. Use a 120-day activity window to ensure your list stays current and relevant.
Creating Effective VIP Flows
Design your VIP flow with key stages, such as:
- Pre-VIP Alerts: Notify customers when they’re close to reaching VIP status (e.g., after their second purchase).
- Welcome Emails: Celebrate their VIP status with a warm message and outline their perks.
- Engagement Emails: Send personalized offers or exclusive deals to maintain interest.
- Retention Emails: Every 30 days, provide special discounts or rewards to keep them coming back.
Personalization Strategies
Tap into purchase history to send highly relevant offers. Here are some ideas:
- Match offers to past purchases for a personal touch.
- Give VIPs early access to new product launches.
- Offer experiences or perks available only to VIPs.
"When you apply the previous tips and only send relevant, personalized emails, customers will feel valued and you’re building a long-term relationship with them." – Emailaudience
Advanced Optimization Tips
Track key metrics like open rates, revenue per email, and purchase frequency to fine-tune your VIP flows. With nearly 40% of shoppers subscribing for brand loyalty, SMS is a great channel for VIP-exclusive deals and urgent updates.
Keep your segments fresh and experiment with new approaches to stay effective. For example, Marine Layer generated over $80,000 in just 24 hours during an SMS flash sale targeted at their VIP customers.
Conclusion
Once you’ve set up these flows to engage and retain your customers, it’s important to measure how they impact your email marketing efforts. The seven Klaviyo flow templates outlined here help guide customers through every stage of their journey – from their first interaction to building long-term loyalty.
The key to success lies in customizing these templates to fit your business needs while making the most of Klaviyo’s tools, such as dynamic content and conditional splits. Adjust the templates to match your audience’s preferences and your business goals for the best results.
Here are some notable outcomes linked to these flows:
- Post-Purchase flows: 217% higher open rates and 90% higher revenue per recipient [3]
- Abandoned cart recovery: Improved conversion rates
- VIP Customer flows: Increased customer lifetime value
- Welcome Series: Stronger initial engagement
Keep an eye on performance metrics to spot areas for improvement. Use A/B testing to fine-tune your messaging and timing. These templates excel at creating personalized experiences, which not only boost engagement but also drive revenue across all customer interactions.
Together, these flows create a streamlined email marketing strategy that delivers consistent results and helps build lasting relationships with your customers. By implementing and refining these templates, you’ll be in a strong position to enhance customer engagement and achieve steady growth for your business.
