For most ecommerce brands, a handful of automated Klaviyo flows drive the majority of email revenue — and they run while you sleep. If your flows aren’t built or aren’t optimized, you’re leaving money on the table. Here are the ones that matter.
The money flows, in priority order
1. Welcome / first purchase
Triggered on signup. Introduce the brand, deliver the incentive, drive the first order. Often the highest-converting flow you have.
2. Abandoned checkout
The classic revenue-recovery flow. Multi-email sequence reminding, handling objections, and (later) incentivizing. Recovers orders that were nearly lost.
3. Browse abandonment
Caught earlier in intent than cart abandonment. Lower conversion per send but huge volume — net meaningful revenue.
4. Post-purchase
Thank-you, shipping, cross-sell, review request, and replenishment reminders. Turns one order into the next and builds reviews.
5. Win-back
Triggered when a customer lapses. A well-timed win-back reactivates dormant revenue you already paid to acquire.
Getting them right
- Segment so messaging fits intent
- Test timing and incentive levels
- Add SMS to key flows for urgency
- Measure revenue per recipient, not opens
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