1. Welcome flow
Triggers when someone joins your list. It introduces the brand, shows best sellers and answers common doubts. This is where you set the tone, so it is worth getting right before anything else.
2. Abandoned cart flow
Triggers when someone starts checkout and leaves. Two or three messages over a day or two: a plain reminder, then answers to likely objections such as delivery and returns. Use an offer sparingly and late.
3. Post-purchase flow
Triggers after an order. It confirms the order is on its way, shows how to get the most out of the product and suggests what goes with it. This is the first step towards a second order.
4. Win-back flow
Triggers when a customer is overdue, as defined by your own order data. See how to build a win-back flow.
5. Review request flow
Triggers a set time after delivery. Reviews help new shoppers decide and give you material for campaigns. Ask once, make it a single click, and do not ask people who have just had a problem.
Beyond the five
Once these run well, add a VIP flow for top customers, back-in-stock alerts, and browse abandonment. Add each one only when the first five are working and measured.
Questions
Do I need Klaviyo specifically?
No. The flows work on any email and SMS platform. We start with Klaviyo and Shopify because that is where our experience is deepest.
Which flow should I build first?
For most stores, the abandoned cart flow and welcome flow pay back fastest. If you already have a large customer list that has gone quiet, a win-back flow may be worth more.
How do I know the flows are working?
Compare revenue per recipient against a hold-out group, and track in dollars, not opens. Our method page explains how.
Want this worked out on your own data?
The free Profit Leak Detector takes a couple of minutes. Or book 30 minutes and we will look at your numbers together.