Want to turn one-time buyers into loyal customers? A well-designed post-purchase email flow in Klaviyo can help you increase retention, drive repeat purchases, and boost revenue. Here’s a quick breakdown of what you’ll learn in this guide:

  • Why post-purchase flows matter: They achieve up to 40.5% open rates and generate 90% higher revenue per recipient compared to regular campaigns.
  • Key benefits for CPG brands: Increase reorders, build loyalty, and educate customers on how to use your products effectively.
  • How to set it up: Use Klaviyo’s automation tools to trigger emails based on customer actions like placing an order.
  • What to include: Confirmation emails, shipping updates, educational tips, product reviews, and loyalty program invites.
  • Personalization tips: Use purchase history and segmentation to recommend relevant products and content.
  • Performance tracking: Measure metrics like open rates, click rates, and revenue per recipient to optimize your flow.

With automation, personalization, and data-driven insights, you can create meaningful post-purchase experiences that keep customers coming back. Let’s dive in!

Klaviyo Post Purchase Flow Tutorial (2025 – Step By Step)

Klaviyo

How to Set Up Your Post-Purchase Flow in Klaviyo

Getting your post-purchase flow right is all about making sure your emails reach the right people at just the right time. Let’s break down the steps to make this happen.

Selecting Your Flow Trigger

The first step is choosing the right trigger to activate your flow. In Klaviyo, you’ll want to use the "Placed Order" metric as your trigger. This action captures customers right after they’ve made a purchase – when they’re most engaged and receptive.

To set it up, head to the flow creation screen and select "metric" as your trigger type. Then, choose "Placed Order". If you’re in the CPG space, this trigger is especially useful because it helps you connect with customers during a critical moment in their journey.

You can also fine-tune your trigger by adding filters. For instance, you might focus only on first-time buyers to create a tailored welcome experience. Klaviyo uses both trigger and profile filters to decide who gets included in your flow. Once your trigger is set, you’re ready to map out your email sequence.

Planning Your Email Sequence

Your email sequence is the heart of your post-purchase flow. To make it effective, plan a series of emails spread out over several weeks. Each email should serve a specific purpose.

  • Start with a purchase confirmation email sent immediately after the order. This isn’t just a receipt – it reassures the customer and reinforces their decision to buy.
  • Follow up with shipping updates that include tracking information to keep them in the loop.
  • After the product is delivered, wait a few days and send a welcome email. Use this opportunity to build excitement and a sense of community.
  • Add value by sending educational tips on how to get the most out of their purchase.
  • Wrap things up with emails that request product reviews and invite customers to join your loyalty program.

"Put yourself in the customer’s shoes. Think about what their journey should look like."

"Focus on optimizing the customer experience, here – don’t focus on driving additional sales. Most brands see the biggest drop-off from first to second purchase, normally because they bombard the user with such a high frequency of emails that they churn before you’re able to convey value to them on the channel."

  • Adam Kitchen, CEO of Magnet Monster

Once your sequence is in place, you can take things to the next level by adding personalized product recommendations.

Setting Up Product Recommendations

Dynamic product recommendations can make a huge difference in how your post-purchase emails perform. According to research, 91% of consumers are more likely to shop with brands that offer relevant recommendations.

Here’s how to set it up in Klaviyo:

  1. Go to Content > Products and create a Product Feed. Give it a clear name for easy reference.
  2. Select your product catalog (if you have more than one) and decide which products to prioritize.
  3. Use the "Personalized for each customer" option to show items like recently viewed or similar products. For customers with limited purchase history, set a fallback option, such as best-sellers, to ensure everyone sees something relevant.
  4. Fine-tune the feed with filters based on category, stock availability, or price range.

Once your feed is ready, drag a Product block into your email template. Make sure the content type is set to Dynamic, and select your product feed. Customize details like product titles, prices, and images, and adjust the layout to display the right number of products per row.

The impact of dynamic recommendations is clear. For example, one Grow by Glow client saw a 35% increase in Average Order Value after implementing product recommendations in their email flows. Similarly, SmartBug Media reported better click rates and revenue after using Klaviyo’s product feed features.

"The new Klaviyo product feed helped the SmartBug team deliver highly targeted content to customers. It was like walking into a store and finding everything you need on-hand. With these new features, we have been able to create a whole series of feeds to cover each step in the customer journey. This allowed us to focus on delivering the right content to the right customer, and they got results with significant improvement in click rates and revenue."

  • Alen Čapelja, Senior Designer, SmartBug Media

"The new product feed editor has allowed us to better tailor emails to customers who are presented with our extensive product catalog and a consistent influx of new products. We can more easily feature what’s best for each customer in individual campaigns and flows. The process of creating emails is more efficient with the ability to quickly ensure subscribers view key products, such as best-sellers or newest arrivals."

Before going live, use Klaviyo’s Preview and Test feature to check how your recommendations will appear to different customer segments. This ensures your product suggestions are relevant and error-free, giving you the best chance of success.

Writing Personalized Email Content

Once your Klaviyo flow is in place, the next step is crafting emails that feel personal and relevant. Using customer purchase data, you can create messages that stand out and connect on a deeper level.

How to Personalize Emails for CPG Brands

Personalization goes beyond simply adding a customer’s first name. It’s about leveraging purchase history and engagement data to deliver messages that matter. For instance, if a customer purchased organic baby food, your email could suggest similar items or complementary products, while a protein bar buyer might appreciate recommendations for other health-focused snacks.

Why does this matter? Personalized emails are 50% more likely to be opened. Plus, 67% of consumers now expect brands to send them tailored product suggestions. A great example comes from Wayfair, which includes customized product recommendations in their order confirmation emails based on purchase history. You can take a similar approach by suggesting items that enhance the original purchase.

Segmenting your audience is another powerful strategy. New customers might appreciate emails introducing your brand and products, while loyal customers could be rewarded with exclusive offers or early access to new launches. Magic Spoon, for example, offers its subscribers 25% off MSRP, early product launches, and even opportunities to contribute feedback on new products.

Don’t stop at recommendations – think about adding value with educational content.

Adding Educational Content

Educational emails are a fantastic way to help customers get the most out of their purchases. These emails perform exceptionally well, with post-purchase emails seeing a 217% higher open rate than the average campaign.

What should you include? Focus on actionable, easy-to-follow information. This could be a step-by-step guide, maintenance tips, or even insights into lesser-known product features. For example, DefenAge managed to cut product returns to just 0.58% and increase reorder rates to 44% by sending a year-long series of 62 detailed educational emails.

"Nurture, nurture, nurture! Show you care that the customer enjoys their purchase and provide resources in case they have any issues." – Morgan Mulloy, associate director of retention marketing at Avex Designs

To create effective educational content, think about your customer’s journey. What questions or concerns might they have after purchasing? Check support queries, product reviews, and FAQs for inspiration. Keep each email focused and easy to digest by using bullet points, short paragraphs, and clear headings. Timing is key – send the right content when it’s most likely to be useful.

Cross-Selling and Upselling Methods

Personalization and education are just the start. You can also drive more value through strategic cross-selling and upselling. These techniques are powerful – upselling can boost a customer’s lifetime value by 20% to 40%, while cross-selling can increase revenue by 20% and profits by 30%.

But here’s the trick: first-time buyers often respond better to cross-selling, while returning customers are usually more open to upselling. For example, you could suggest complementary flavors, larger sizes, or items that enhance the customer’s original purchase. Amazon has mastered this, with 35% of its revenue coming from effective cross-selling and upselling tactics.

Keep your recommendations simple and focused. Offering too many options can overwhelm customers, so curate a small selection of relevant products and space them thoughtfully throughout your email flow. Timing, messaging, and product combinations all matter – test different approaches to see what resonates with your audience. With 56% of online shoppers more likely to return to a site with personalized recommendations, getting this right can significantly boost retention.

"Upsell and cross-sell works when you are able to ease the decision making process of a customer." – Sharan Suresh, VWO Podcast

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Tracking and Testing Your Flow Performance

To get the most out of your post-purchase email flow, you need to measure its performance. This involves keeping an eye on the right metrics and experimenting with different strategies to see what works best.

Key Metrics to Watch

Here are eight metrics that can help you gauge the success of your email campaigns and their impact on customer retention:

  • Click rate: A straightforward way to measure how engaged your audience is. It shows how many recipients are interested enough to click through.
  • "Active on site": Tracks what happens after the click – how much time customers spend browsing, what they look at, and what they add to their cart.
  • Conversion rate: This tells you how many email recipients actually take the next step, often making a purchase.
  • Revenue per recipient (RPR): Reflects how much revenue each recipient generates, showing how effective your email strategy is.
  • Deliverability rate: If your emails don’t land in inboxes, nothing else matters. This metric ensures your messages are getting through.
  • Unsubscribe rate and list growth rate: These metrics reveal if your subscriber base is growing or shrinking and whether your emails are keeping people interested.
  • Return on investment (ROI): Compares the money you make from your email campaigns to what you spend on them. Post-purchase emails often outperform general email automation, with open rates nearly 17% higher.

Why do these numbers matter? Repeat customers are gold. They account for 54.93% of overall revenue and 47.14% of all transactions. Plus, they convert at a rate of 27.62%, far above the 2.01% sitewide average, and spend 57.87% more per order than first-time buyers.

Once you’ve nailed down these metrics, you can fine-tune your email strategy by testing different approaches.

A/B Testing: The Key to Better Results

Running A/B tests can lead to big improvements in your email performance. Even small changes can make a significant difference. For example, Bing’s A/B test on ad headlines in 2012 resulted in a 12% revenue boost.

Start by testing individual elements, like:

  • Subject lines: Nearly half (47%) of recipients decide to open an email based solely on the subject line.
  • Send times: Cargo Crew ran multiple A/B tests on their post-purchase flow, experimenting with subject lines and send times. The result? Their revenue per recipient grew 3.5x since launching the flow.

It’s important to test one variable at a time. For example, Dana Rebecca Designs tested everything from tone to subject lines to see what worked best for different customer groups, like gift-givers versus self-purchasers. This approach helped them attribute 37% of their revenue from August 2021 to August 2022 to Klaviyo.

"A/B testing send times is one of the most underrated strategies I see with brands. Just by testing morning sends vs. night sends, you might see an extraordinary difference in conversions." – Brandon Matis, owner of Luxor Marketing.

You can also test bigger ideas, like your overall strategy. Fast Growing Trees, for instance, compared SMS and MMS campaigns. They found SMS drove 10x the expected click rate at a third of the cost, contributing to a 231.7% quarter-over-quarter growth in SMS click rates.

When testing, always start with a clear hypothesis and know how you’ll measure success. Be patient – wait for statistically significant results before making changes, and don’t tinker with tests while they’re running.

Predictive Analytics: Timing Is Everything

Predictive analytics takes the guesswork out of timing your emails. Klaviyo’s "Expected Date of Next Order" (EDNO) model uses customer data to predict when someone is likely to buy again. This allows you to send personalized messages at just the right moment.

Every Man Jack uses this tool to schedule reorder emails around the predicted date. In 2024, predictive analytics contributed to 12.4% of the brand’s Klaviyo-attributed revenue.

"I trust and value Klaviyo AI because it saves me time, helps me leverage our customer data to personalize our email timing and strategies. Most importantly, I maintain complete control over how and when it’s used." – Troy Petrunoff, senior retention marketing manager at Every Man Jack.

Other brands have seen even bigger wins. The Willow Tree Boutique grew their Klaviyo-attributed revenue by 44.6% year-over-year in 2023 by targeting high-value customers with predictive analytics. In just six months, they achieved a 53.1% growth in revenue for the second half of the year.

Here’s how you can use EDNO effectively:

  • Trigger cross-sell flows for complementary products near a customer’s expected reorder date.
  • Adjust flows to avoid offering discounts to customers already likely to buy.
  • Send targeted deals to customers expected to purchase soon, encouraging higher order values.

"After we started sending campaigns to segments created with Klaviyo’s predictive analytics, all our metrics improved, and our revenue improved drastically. It taught us so much about the subscriber base – when they shop, how they shop, etc. It has been fundamental to nailing down best practices for the brand." – Jade Richardson, email marketing strategist at Agital.

Customer Segmentation for CPG Brands

Segmenting your customers effectively can transform your post-purchase email strategy, making it more personalized and impactful. For consumer packaged goods (CPG) brands, segmentation goes beyond just knowing what customers buy – it’s about understanding how they buy, where they are, and what drives their choices. This level of insight enables you to craft messages that truly resonate.

"You can segment subscribers based on purchase type, purchase history, when they purchase, etc. With all these pieces in mind, you should be sending different messages over a wide range of time frames, not just all at once." – Val Geisler, retention marketing expert and former customer advocacy lead at Klaviyo

The good news? Most customers are open to this approach. In fact, 83% of customers are willing to share their data for personalized experiences, and the payoff is clear – personalized emails see a 26% boost in open rates.

Grouping Customers by Purchase Behavior

Understanding how customers buy is a key starting point. One of the simplest yet most powerful ways to segment is by purchase behavior, starting with the distinction between first-time buyers and repeat customers.

"A repeat purchaser does not need the same initial messaging about your brand history, how you produce your products, and who you are as a team. That’s the kind of messaging that goes to a first-time purchaser." – Val Geisler

For first-time buyers, focus on education and building trust. They’re likely looking for reassurance about their purchase and want to learn more about your brand. For example, Brightland, an olive oil brand, uses post-purchase emails to share details about their olives – their origins, flavors, and even cooking tips.

On the other hand, repeat customers don’t need the introductory pitch. Instead, they respond better to product recommendations, exclusive offers, or content that deepens their connection to your brand. Good Meat, for instance, uses its emails to reinforce its mission, making customers feel like part of a shared purpose.

You can also segment by purchase frequency and timing. Some customers buy seasonally, others monthly, and VIPs may make multiple purchases within a single month. Each group benefits from a tailored cadence and message.

"Send a different email after every purchase. This requires adding a conditional split to your post-purchase flow that segments email subscribers by how many orders they have placed. With each order, they should receive a different email." – Toccara Karizma, CEO of Karizma Marketing

Purchase timing also offers clues about customer intent. A holiday shopper may be looking for gifts, while someone buying at regular intervals is likely restocking essentials. Use these patterns to align your messaging with their needs.

To take it further, combine these behavioral insights with demographic and geographic data for even more targeted communication.

Using Demographics and Location Data

Adding demographic and location data to your segmentation strategy refines your messaging even more. Groupon, for example, uses location-based segmentation to send deals tailored to each customer’s area.

Geographic segmentation is especially useful for brands with seasonal or climate-sensitive products. A clothing retailer might promote light fabrics to customers in hot climates and cozy sweaters to those in colder regions. Similarly, CPG brands could highlight sunscreen for sunny areas or lip balm for dry, wintery conditions.

Weather-specific campaigns can also drive immediate action. For instance, personal care brands might promote hydrating products during heat waves or cold-weather essentials during a chill.

Demographic data helps fine-tune your tone and product recommendations. Age-based segments, for example, can influence how you position discounts. College students may respond well to budget-friendly messaging, while working professionals might prefer a focus on quality or exclusivity. Gender insights can also guide your approach when appropriate.

This information doesn’t have to be collected all at once. Use tools like sign-up forms, surveys, and behavior tracking to gather it gradually through progressive profiling.

"Email segmentation is the simplest way to ensure you’re sending the right message to the right person at the right time. You don’t need any technical skills to create segments of your audience, either. Most – if not all – ESPs will give you that feature out-of-the-box. The only thing you need to decide is what segments you want to create." – Jaina Mistry, Director, Brand and Content Marketing, Litmus

Creating Product-Based Segments

Segmenting by the products customers buy allows for highly specific post-purchase experiences. Each product can guide the messaging, from education to cross-selling opportunities.

"As soon as your customer places an order, you have an abundance of data that can help you craft unique and personalized content that is relevant to a customer’s purchase." – Cassie Benjamin, email and SMS channel manager at Tadpull

Here are three ways to approach product-based segmentation:

  • Product ID segmentation: Target customers who buy specific items. For example, in Klaviyo, you can use the "Ordered Product" event and filter by Product ID to send tailored follow-up emails. This is especially effective for consumables, where replenishment timing is key.
  • Category-based segmentation: Group customers by product type. Using the "Placed Order" event, you can filter by collection to target buyers of specific categories. For example, customers purchasing skincare products may need different follow-ups than those buying snacks.
  • Tag-based segmentation: Shopify product tags like "organic", "vegan", or "seasonal" add another layer of personalization. Use these tags to craft messages that resonate with specific customer values.

Each product often benefits from its own tailored content. Customers buying specialty coffee might appreciate brewing tips, while skincare buyers could find value in application advice or ingredient details.

Cross-selling opportunities also vary by category. Food products can be paired with kitchen tools, while personal care items might be complemented by wellness products. Brands like Bull & Cleaver encourage further engagement by offering incentives like social media tagging or referral programs.

Timing matters, too. For example, wait until the third or fourth purchase to suggest monthly subscriptions – unless the customer’s buying habits indicate an earlier need. Aloha uses this strategy effectively by introducing a refer-a-friend program that rewards both the referrer and the new customer.

Key Points for Building Your Post-Purchase Flow

A well-designed post-purchase flow in Klaviyo turns one-time buyers into returning customers. The secret lies in three core elements: automation, personalization, and performance tracking. Together, these elements help create timely, meaningful interactions that keep customers engaged.

Post-purchase emails consistently outperform standard campaigns in open rates, clicks, and revenue. The magic happens when automation, personalization, and tracking come together to deliver a customer experience that feels both thoughtful and strategic.

Automation: The Backbone of Efficiency

Automation ensures your messages reach customers at the right time without requiring constant manual effort. By setting up triggers based on purchase events, delivery confirmations, or customer behavior, you can automate the flow to feel seamless and relevant. For example, you can use filters like “Has refunded order zero times since starting this flow” or “Has not placed order in the last ## days” to avoid sending messages to customers who don’t fit the criteria.

The key here is precision – automation without proper filters can lead to irrelevant emails, which may frustrate customers rather than engage them.

Personalization: Making It Meaningful

Automation gets your emails sent, but personalization makes them matter. By using purchase data, you can create tailored content that resonates with individual customers. For instance, segment emails by purchase history, product categories, or customer behavior. This approach isn’t just a nice touch – it’s what people expect. 71% of consumers want companies to deliver personalized interactions, and personalized email campaigns see a 41% higher click-through rate compared to generic ones.

"Send a different email after every purchase. This requires adding a conditional split to your post-purchase flow that segments email subscribers by how many orders they have placed. With each order, they should receive a different email." – Toccara Karizma, CEO of Karizma Marketing

Performance Tracking: Refining for Results

Tracking performance metrics like open rates, click-through rates, and conversions ensures your post-purchase flow stays effective. This data helps you fine-tune the timing and content of your emails, making them even more impactful. Why does this matter? Because a 5% increase in customer retention can boost profits by 25% to 85%.

For new customers, focus on educational content – help them understand and use your product. For returning customers, highlight exclusive offers or loyalty rewards. Balancing nurturing with strategic sales opportunities keeps your audience engaged while reinforcing their trust in your brand.

"Along with sending them a fantastic product, make sure you send them messaging that reaffirms their decision to buy… Send content that will guarantee they use the product right away and use it properly. This will ultimately tee you up very nicely for the ultimate cross-sell, upsell, or review ask down the line." – Alexa Maltzer, VP of client strategy, Power Digital

Consistency Builds Trust

Don’t overlook the importance of consistent branding throughout your emails. Using the same tone, style, and colors across your flow reinforces professionalism and trust. A cohesive look and feel complement the segmentation and personalization strategies, ensuring customers recognize and value your brand.

With 65% of a company’s business coming from existing customers, a strong post-purchase experience is one of the smartest investments you can make. By prioritizing automation, personalization, and performance tracking, you can boost customer retention and drive long-term growth.

FAQs

How can I make my post-purchase emails in Klaviyo more personalized and relevant for each customer?

To craft engaging and personalized post-purchase emails in Klaviyo, start by leveraging customer data to create audience segments. For instance, you can categorize customers based on their buying behavior – such as first-time buyers, loyal repeat customers, or even the specific products they’ve purchased. This allows you to send emails that align with their preferences and shopping habits.

Take it a step further by using dynamic content to make your emails feel personal. Mention the customer’s name, showcase the items they purchased, and recommend related or complementary products. Small, thoughtful details like personalized greetings or exclusive discounts can make a big difference, boosting engagement and encouraging future purchases.

What metrics should I track to evaluate the success of my post-purchase email flow in Klaviyo?

To gauge how well your post-purchase email flow is performing in Klaviyo, keep an eye on key metrics that reveal customer engagement and the impact on revenue. These include:

  • Open Rate: This tells you the percentage of recipients who open your emails. A high open rate suggests that your subject lines and send times are hitting the mark.
  • Click-Through Rate (CTR): This measures the percentage of recipients clicking links in your emails. It’s a strong indicator of how compelling your content and calls-to-action are.
  • Conversion Rate: This tracks the percentage of email recipients who take a specific action, such as completing a purchase. It’s a direct measure of your email flow’s effectiveness.
  • Revenue per Recipient: This shows the average revenue generated for every email sent, giving you a clear picture of how your flow contributes financially.
  • Unsubscribe Rate: A higher percentage here may suggest your emails aren’t resonating with your audience as expected, signaling a need for adjustments.

By keeping tabs on these metrics, you can pinpoint what’s working and what’s not. This allows you to refine your strategy, ultimately boosting customer loyalty and encouraging repeat purchases.

How can I use Klaviyo’s predictive analytics to improve the timing and impact of my post-purchase emails?

Klaviyo’s predictive analytics tools are designed to help you anticipate what your customers might do next, like predicting when they’ll make their next purchase. With this insight, you can time your post-purchase emails perfectly, boosting the chances of engagement and encouraging repeat business.

By digging into past purchase habits and engagement trends, you can break your audience into meaningful segments and craft messages that align with their interests. Plus, these predictive insights allow you to fine-tune your email send times, ensuring your messages land when customers are most likely to open and interact with them. This approach helps you get the most out of your email campaigns.

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