The Klaviyo Flows Every Shopify Store Should Have Running

Klaviyo automated flows are the most reliably high-return investment in ecommerce email marketing.

Unlike campaigns — which require continuous production effort — flows run continuously in the background, triggering personalised messages based on customer behaviour. They earn revenue while you're doing other things.

The question isn't whether to build them. It's which ones to build first, and how to build them well.

1. Welcome Series

Triggered when someone joins your email list for the first time, the welcome series is your highest-read email sequence because recipients have just expressed interest, their attention is at its peak.

A well-built series does three things: introduces your brand story, showcases your best products with genuine commercial intent, and makes a compelling offer to drive the first purchase.

The sequence typically runs over three to five emails across seven to ten days. The strongest conversion incentive goes in the final email, not email one.

2. Abandoned Cart Recovery

Typically the highest-revenue flow for most stores. Between 70% and 80% of online shopping carts are abandoned before purchase.

A three-email sequence is standard: a gentle reminder at one hour, a benefit-led message at 24 hours, and a final nudge with your strongest conversion message at 72 hours.

Dynamic product blocks showing exactly what was left in cart are essential — generic "you left something behind" emails without product detail perform significantly worse.

3. Browse Abandonment

Targets visitors who viewed specific products but didn't add to cart.

It fires softer than abandoned cart — the customer showed interest but not purchase intent, so the message should be discovery-oriented rather than urgency-driven. Set a meaningful browse threshold: triggering on anyone who views any page generates high volume and low relevance.

4. Post-Purchase Series

The post-purchase period is when customers are most engaged with your brand.

A post-purchase series covers order confirmation and dispatch, product education or care advice, a review request at the right moment, and a cross-sell recommendation based on purchase history.

The cross-sell email typically performs best at 14–21 days post-purchase, timed to the natural consumption cycle.

5. Winback and 6. Sunset

Winback flows target customers who haven't purchased in a defined period — typically 90–180 days.

They perform well because the recipient has bought from you before and made that decision at least once.

Sunset flows remove long-term non-openers from your list.

Sending to subscribers who consistently don't open damages your sender reputation, which means emails to engaged subscribers are more likely to land in spam.

A smaller, cleaner list performs better than a large, stale one.

If you want Klaviyo properly set up for your Shopify store — flows built, segments configured, deliverability managed — we run the full implementation.

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