Klaviyo email flows are automated sequences triggered by customer behavior, lifecycle stage, or specific events. The right flows can generate 20–30% of your total eCommerce revenue while running completely on autopilot.
What Are Klaviyo Flows?
Flows (also called sequences or automations) are triggered email series sent based on specific customer actions. Unlike campaigns that you send manually, flows run automatically once set up. They respond to real-time customer behavior to deliver the right message at the right moment.
Essential Flows Every eCommerce Store Needs
The non-negotiable flows for any eCommerce brand include: Welcome Series (new subscriber onboarding), Abandoned Cart (recover lost sales), Browse Abandonment (re-engage window shoppers), Post-Purchase (build loyalty and encourage reviews), and Winback (re-engage inactive customers).
Welcome Series Flow Strategy
Your welcome series should run 5–7 emails over 2–3 weeks. Start with a warm introduction, follow with brand story and social proof, introduce your bestsellers, share customer reviews, and close with a compelling offer. Welcome series flows typically achieve 40–50% open rates and drive significant first purchases.
Abandoned Cart Flow Best Practices
Send the first abandoned cart email within 1 hour of abandonment, a second email 24 hours later, and a third with a discount at 72 hours. Include product images, clear CTAs, and address common objections. Well-optimized abandoned cart flows recover 10–15% of abandoned sessions.
Advanced Flow Techniques
Advanced Klaviyo flow strategies include conditional splits based on customer value (VIP vs. new), A/B testing subject lines and send times, suppressing recent purchasers from promotional flows, and using predictive analytics to trigger flows before customers are about to churn.
Measuring Flow Performance
Track flow revenue, revenue per recipient (RPR), open rate, click rate, and conversion rate for each flow. Benchmark against industry averages: 20%+ open rate, 3%+ click rate, and 2%+ conversion rate are solid targets for most eCommerce flows.