Best Klaviyo Flows: A Complete Guide to Email Marketing Automation

The Short Answer: The best Klaviyo flows include welcome series, abandoned cart, browse abandonment, post-purchase, and win-back sequences. These automated emails can generate up to 30x more revenue per recipient than one-off campaigns because they respond to real customer behavior at the right time.

Klaviyo flows are automated email sequences that trigger based on customer actions, allowing you to deliver relevant content exactly when your audience needs it. Email marketing automation has become a game-changer for e-commerce brands looking to scale their marketing efforts without adding manual work. Whether someone just joined your email list or left items in their cart, the right flow can turn that moment into a sale.

What Are Klaviyo Flows?

Klaviyo flows are automated email sequences triggered by specific customer actions or events. Unlike regular email campaigns that you send manually to your entire email list, flows run automatically in the background based on behavior like signing up, making a purchase, or abandoning a cart.

Each flow has three main components:

• Trigger: The specific action that starts the flow, such as joining a list or viewing a product
• Filter: Conditions that determine who continues through the flow 
• Actions: The emails, SMS messages, or other steps in the sequence 

This automation allows you to reach potential customers at exactly the right time with relevant emails, without manually monitoring every subscriber's behavior.

7 Best Klaviyo Flows Every Ecommerce Brand Needs

Top-performing brands on Klaviyo have at least 10 flows live in their accounts. However, these seven form the foundation of any successful email marketing strategy.

1. Welcome Series Flow

Your welcome series is often the highest revenue driver among all automated flows. It is triggered when someone joins your email list, typically after signing up for a discount or newsletter. This first interaction sets the tone for your entire customer journey. Here’s an example welcome series flow:

• Email 1: Deliver the promised offer immediately with no delay
• Email 2: Recommend popular products and share social proof
• Email 3: Tell your brand story and what makes you different
• Email 4: Address common questions or objections

The first email in your welcome flow will likely drive more sales than any other single email in your Klaviyo account. Because subscribers are most engaged right after signing up, this message has the highest open and click rates of any email you will send. Spend time optimizing this message and use A/B testing to experiment with different subject lines, offers, and layouts to improve performance over time.

Performance benchmark: Welcome series emails typically see 45 to 50% open rates and 8 to 12% conversion rates.

2. Abandoned Cart Flow

Abandoned cart emails recover lost sales by reminding customers about items they left behind. According to Klaviyo benchmarks, these flows generate an average of $3.65 revenue per recipient, compared to just $0.11 for standard email campaigns.

Timing matters here. Send your first email 1 to 4 hours after the abandonment event, while the purchase intent is still fresh. Include dynamic content showing the exact products left in the cart, along with clear calls to action.

A typical three-email structure works well:

• Email 1 (1 to 4 hours): A friendly reminder with cart contents
• Email 2 (24 hours): Add urgency or address potential concerns
• Email 3 (48 to 72 hours): Consider adding an incentive like free shipping or a small discount

Performance benchmark: Abandoned cart flows typically achieve 35 to 40% open rates and 15 to 20% conversion rates.

3. Browse Abandonment Flow

Browse abandonment targets visitors who viewed products but did not add anything to their cart. This middle-of-funnel flow often delivers a high conversion rate because it re-engages people who showed interest but need a nudge.

Timing is important for browse abandonment emails. Send the first message within a few hours of the browsing session while the products are still fresh in the customer's mind. A two to three email sequence works well, with the first email focusing on the specific items viewed and follow-up emails showcasing similar or complementary products.

Keep these emails simple and focused. Use a clear hero image of the product they viewed, minimal distracting elements, and links to popular products to encourage continued browsing.

Consider adding social proof to these emails, such as customer reviews or ratings for the products they viewed. This can help build trust and push hesitant browsers closer to making a purchase decision.

Performance benchmark: Browse abandonment flows see 30 to 35% open rates and 3 to 5% conversion rates.

4. Post-Purchase Flow

The post-purchase experience shapes whether a first-time buyer becomes a repeat customer. This flow is your opportunity to build loyalty, gather reviews, and encourage future purchases.

Consider including these elements in your post-purchase sequence:

• Order confirmation and shipping updates (transactional emails)
• Product care instructions or setup guides
• Review request timed after delivery
• Cross-sell recommendations based on purchase history

Post-purchase is also a good time to introduce customers to your loyalty program, referral offers, or subscription options. These emails have high engagement because customers are excited about their recent order.

Segment your audience within this flow. A first-time customer might need more education about your brand, while a VIP customer deserves special recognition and exclusive offers.

Keep the tone appreciative rather than pushy. A simple thank you goes a long way in building loyalty and encouraging repeat purchases down the line. Use this window to build the relationship first, then introduce cross-sells or upsells in later emails once trust is established.

Performance benchmark: Post-purchase flows achieve 40 to 45% open rates and 10 to 15% repeat purchase rates.

5. Win-Back Flow

Win-back flows re-engage customers who have not purchased in a while. The trigger is typically based on a segment of inactive subscribers, such as people who have not made a purchase in 60 to 90 days.

The timing of your win-back trigger depends on your product and typical purchase cycle. A consumable product like coffee or skincare might warrant a win-back email after 30 to 45 days, while a higher-priced item like furniture could wait 6 to 12 months. Look at your average time between purchases to set the right window.

These emails should acknowledge the time gap and give subscribers a compelling reason to return. A special offer, new product announcement, or reminder of what they are missing can reignite interest.

Win-back emails are also a good opportunity to ask for feedback. A simple question like "What would bring you back?" can provide valuable insights into why customers stopped purchasing and help you improve your overall marketing strategy.

Performance benchmark: Win-back flows see 25 to 30% open rates and 5 to 8% reactivation rates.

6. Price Drop and Back-in-Stock Flows

These flows notify customers about products they have shown interest in. Price drop alerts trigger when a viewed item goes on sale, while back-in-stock notifications let subscribers know when inventory is replenished.

Back-in-stock emails tend to perform especially well because they target customers who already tried to buy but could not. These subscribers have high purchase intent and are often ready to complete their order the moment they hear the product is available again.

Both create urgency and tap into existing purchase intent. The customer already showed interest, so these automated emails simply remove the barrier that prevented them from buying initially.

7. VIP Customer Flow

Reward your best customers with exclusive perks. Use Klaviyo's segmentation to identify high-value customers based on total purchase value or purchase frequency, then trigger a flow that offers early access to new products, special discounts, or members-only content.

This recognition builds loyalty and encourages continued engagement from your most profitable customers.

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Klaviyo Flow Performance Benchmarks

Email Marketing Automation Best Practices

Building flows is just the start. These best practices will help you get better results from your email automation.

Test Everything with A/B Testing

Klaviyo's A/B testing feature lets you test different subject lines, send times, email content, and discount offers. Small changes can lead to significant improvements in open rates and conversions. Start by testing subject lines, since they directly impact whether your email gets opened at all.

Personalize Your Email Content

Email personalization goes beyond using someone's first name. Use customer data to show relevant product recommendations, reference past purchases, and tailor messaging based on where subscribers are in the customer journey. Personalized abandoned cart emails, for example, should include dynamic images of the exact products left behind.

Segment Your Target Audience

Use Klaviyo's segmentation to create different flow paths for different customer types. A new customer needs different messaging than a returning customer or VIP. Split logic in your flows can automatically route subscribers to the most relevant content based on their behavior and profile data.

Optimize Your Subject Lines

Your subject line determines whether your email gets opened. Keep them short, specific, and action-oriented. Create urgency when appropriate, and avoid spam trigger words. Test different approaches to find what resonates with your audience.

Time Your Sends Strategically

Timing affects engagement. For abandoned cart emails, send the first message within 1 to 4 hours of the abandonment event. For welcome emails, send immediately after signup. Post-purchase review requests should wait until the customer has received and used the product.

Use High-Quality Content

Every email in your flow should provide value. Whether it is educational content about your products, exclusive offers, or helpful tips, give subscribers a reason to engage. High-quality content builds trust and keeps your brand top of mind.

Monitor and Improve Continuously

Review your flow analytics regularly. Track open rates, click rates, conversion rates, and revenue per recipient. Use these valuable insights to identify underperforming emails and test improvements. Continuous improvement is what separates good email marketing from great email marketing.

Common Klaviyo Flow Mistakes to Avoid

Watch out for these common issues that can hurt your email automation performance:

Moving Forward

The best Klaviyo flows work together to guide potential customers through every stage of the customer journey. From welcome series that make a strong first impression to win-back campaigns that re-engage inactive subscribers, each flow serves a specific purpose in your overall marketing strategy.

Start with the core flows: welcome series, abandoned cart, browse abandonment, and post-purchase. Once those are performing well, expand to win-back, price drop, and VIP flows. With the right automation tools and best practices in place, your email marketing can generate significant revenue while you focus on other aspects of your business.

If building and managing Klaviyo flows sounds overwhelming, you do not have to do it alone. 20North is a full-service digital marketing agency based in Atlanta that specializes in data-driven email marketing strategies. As a Klaviyo partner, we specialize in building automated email workflows that connect with your audience when it matters most. Ready to take your email marketing automation to the next level? 

Contact 20North today to learn how we can help you create email flows that drive better results for your business.

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