Klaviyo flows are the backbone of any high-performing eCommerce email program. While campaigns generate spikes of revenue, Klaviyo email flows generate consistent, compounding revenue 24 hours a day. But a flow is only as effective as its design. Here’s every flow your store needs in 2026, with design guidance for each.
The 7 Essential Klaviyo Flows Every eCommerce Store Needs
1. Welcome Series Flow
Trigger: New subscriber joins your list | Typical revenue: 15-25% of total flow revenue
The welcome series is your highest-opportunity flow. Design each email with a distinct purpose: Email 1 delivers the welcome offer, Email 2 tells your brand story, Email 3 showcases best sellers, and Email 4 builds social proof. Use your most polished design here — this is the first impression that sets the tone for the entire customer relationship.
2. Abandoned Cart Flow
Trigger: Cart started, checkout not completed | Typical revenue: 20-35% of total flow revenue
The abandoned cart flow is the highest-revenue Klaviyo flow for most stores. Design email 1 (sent 1 hour after abandonment) with urgency and a clear product image. Email 2 (24 hours) adds social proof. Email 3 (48-72 hours) introduces incentive or scarcity. Use Klaviyo’s dynamic product blocks to automatically pull in the exact abandoned items.
3. Browse Abandonment Flow
Trigger: Product page viewed, no purchase or cart add | Typical revenue: 5-10% of total flow revenue
Browse abandonment catches warm interest before it goes cold. The Klaviyo flow design here should be soft and inspirational — show the viewed product alongside complementary items, and use a low-pressure CTA like “Ready to take another look?” Send 1-2 emails maximum to avoid feeling intrusive.
4. Post-Purchase Flow
Trigger: Order placed | Typical revenue: 10-20% of total flow revenue (primarily through repeat purchase)
Start with a brand-forward order confirmation, follow with product education, request a review, then introduce cross-sells. For consumable products, add a replenishment email at the expected run-out date. Every email in this flow should feel like a helpful friend, not a sales push.
5. Win-Back / Re-Engagement Flow
Trigger: No purchase or email engagement in 90-180 days | Typical revenue: 3-8% of total flow revenue
The win-back flow cleans your list and recovers lapsed customers simultaneously. Design email 1 as an emotional reconnect, email 2 as a “what’s new” showcase, email 3 as an incentive offer, and email 4 as a last-chance sunset email. Those who don’t engage should be suppressed to protect deliverability.
6. VIP / Loyalty Flow
Trigger: Customer crosses a purchase frequency or LTV threshold | Typical revenue: Drives higher AOV from top 20% of customers
When a customer reaches VIP status, trigger an exclusive flow that makes them feel special: early access to new products, exclusive discounts, founder notes, and behind-the-scenes content. The design should feel elevated — this is your premium tier experience.
7. Shipping & Delivery Flow
Trigger: Order shipped, order delivered | Reduces support tickets and builds post-purchase excitement
Shipping and delivery emails have open rates of 60-80%. Use them as branded touchpoints — not just functional notifications. A beautifully designed “Your order is on its way!” email with an unboxing preview or usage tip creates delight and sets up the post-purchase flow perfectly.
Klaviyo Flow Design Best Practices
- Use conditional splits to tailor flow paths — different designs for buyers vs. non-buyers, VIPs vs. new subscribers
- Test flow timing — the same email design can perform very differently depending on when it’s sent
- Don’t overlap flows — use Klaviyo’s flow filters to prevent subscribers from receiving conflicting messages
- Update flow designs seasonally — swap hero images and promotional offers for BFCM, holidays, and key sales events
- Monitor flow analytics monthly — open rates, click rates, and revenue per recipient are your key metrics
Frequently Asked Questions
How long does it take to set up all Klaviyo flows?
Setting up all 7 core flows with custom design typically takes 4-8 weeks working with a professional email designer. Rushing the design phase leads to flows that look inconsistent and convert poorly — invest the time upfront for compounding returns.
Which Klaviyo flow should I set up first?
Start with abandoned cart — it typically delivers the fastest, highest revenue. Then launch your welcome series. These two flows alone can transform your email revenue within 30-60 days of going live.
Should every email in a Klaviyo flow have a unique design?
Yes — each email should have a purpose-built design that matches its specific goal. Using the same template for every email in a flow makes the sequence feel robotic and reduces engagement. Invest in distinct designs for each email, especially the high-impact ones.
About the Author
Muhammad Huzaifa is an eCommerce email designer specializing in Klaviyo flows and campaigns. He designs complete Klaviyo flow systems for DTC brands that generate consistent, scalable email revenue. View his portfolio →