7 High-converting Automated Klaviyo Flows You Must Create

If you want to maximize revenue and customer engagement with Klaviyo, setting up the right automated workflows is essential. These flows help nurture leads, recover lost sales, and build strong customer relationships. Here are the seven must-have Klaviyo flows that every e-commerce brand should implement. 

1. Welcome series flow

2. Klaviyo abandoned cart flow

3. Browse abandonment flow

4. Klaviyo post-purchase flow

5. Win-back/re-engagement flow

6. Customer loyalty/VIP flow

7. Product review/UGC flow

Klaviyo automated workflows

1. Welcome series flow

Your first Klaviyo email workflow is the welcome flow. A welcome series is ideal for new subscribers and potential customers, aiming to engage, educate, and convert them. 

Your welcome series is the first impression you make on subscribers. A well-optimized welcome flow should:

• Deliver an instant warm welcome and set expectations.
  
• Offer an incentive (discount, freebie, or exclusive content).
  
• Highlight your brand story, values, and best-selling products.
  
• Include a CTA to encourage their first purchase.

Split your flow based on user engagement. If someone opens your email but doesn’t purchase, send additional nurture emails. 

A welcome series need not necessarily be a series per se. You can send the first welcome email, and move on to your next campaign. However, we recommend sending at least 2 welcome emails to initiate a paced, connected conversation. 

Check out the 2-series welcome campaign from Methodical Coffee. 

Source: Inbox

The welcome incentive is an ubiquitous marketing tactic. 

But you can be creative with it, for instance, send a free product sample on every new sign-up, budget permitting. 

Scott Cohen, CEO of InboxArmy, reminds, “Your welcome series isn’t set it-and-forget it. Iterating and understanding what is—and isn’t—working is key to success in the customer journey. You might find that after turning on your first version, half of your emails just aren’t working. Don’t worry, it’s all part of the process.”

2. Klaviyo abandoned cart flow 

Ideal for recovering lost sales by reminding customers to complete their purchase, a high-performing abandoned cart flow should:

• Send the first email within one hour of cart abandonment.
  
• Include product images, pricing, and a clear CTA button.
  
• Leverage urgency (limited stock, expiring discounts) to encourage checkout completion. 

Add an SMS reminder for high-value carts or offer a special discount for hesitant buyers. In fact, that’s what Athletic Brewing does below.

Source: Email Love

Beware of repeat abandoners, you don’t want to reward the habit.

Equally, don’t rush to offer discounts. Your first cart reminder should be just that, a discount-less reminder, and only sent out if you’re certain that the customer isn’t likely to return on their own. Athletic Brewing uses customer testimonials in their first cart reminder. 

So, you need to wait before launching a cart abandonment series. Remember, this is one of the must-have Klaviyo flows, so use it wisely.  Here’s what an abandoned cart flow in Klaviyo may look like. 

The process begins when a user adds items to their cart. The system continuously monitors the time elapsed since the cart was left unattended. If the user exits the checkout process within the predefined period (one hour), the cart is marked as abandoned.

Following this, a waiting period is implemented, giving the user an opportunity to complete their purchase without intervention. If no action is taken, the first abandonment email is triggered after 24 hours.This Klaviyo email automation flow concludes based on the user’s interactions.

3. Browse abandonment flow

A browsing abandonment flow is for engaging warm leads, and bringing back those who viewed products but didn’t add them to the cart. 

This flow helps re-engage potential buyers by:

• Featuring the exact product they viewed.
  
• Highlighting reviews.
  
• Offering personalized recommendations.

If they open the first email but don’t purchase, follow up with an email addressing potential objections (e.g., “Need help choosing?”). 

Check out the following browse abandonment email from Olipop. 

Source: Inbox

4. Klaviyo post-purchase flow

After a customer makes a purchase, you don’t stop communicating with them. Instead, you start building/nurturing the relationship. “They’re [post-purchase flows] a valuable way to communicate, not only when things are going well, but also when things are going poorly—a prime moment for your brand to give a shopper peace of mind,” argues Klaviyo’s Alex McPeak. 

For one thing, buyers expect post-purchase emails beyond transactional messages; in fact, 96% of them! Secondly, these follow-up emails are known to enjoy the highest open rates across industries, obviously since a first-time buyer begins to appreciate the brand as well as its products. 

Accordingly, your post-purchase flow should:

• Thank them and confirm the order details.
  
• Provide shipping updates and tracking information.
  
• Offer a product usage guide or care tips.
  
• Encourage reviews and referrals.
  
• Upsell or cross-sell complementary products.

Chris Donald advises, “Don’t just ask customers to leave a review so you can get more sales. Frame the request properly by asking them to share their experiences and help other shoppers with their insight.”

Here’s a spot-on post-purchase sequence by Hims. As you can see, these emails are chiefly educational, not promotional. 

Source: Email Love

Setting up a clean, graceful post-purchase flow can appear challenging if a customer makes multiple purchases. A messy flow might result in customers receiving too many post-purchase emails. You want to avoid that, so one thing you can do is use trigger splits within a single flow.

Alternatively, you can leverage dynamic content to show/hide relevant post purchase-related elements. 

5. Win-back/re-engagement flow

If a customer hasn’t purchased in a while, a win-back flow can rekindle their interest. This flow should:

• Start with a friendly “We Miss You” email.
  
• Offer a personalized discount or special incentive.
  
• Highlight new arrivals or trending products.
  
• Include social proof (testimonials, UGC) to rebuild trust.

Use dynamic segmentation to tailor offers based on past purchases. See how MistoBox leverages a winback email below.

Source: MailCharts

MistoBox doesn’t try hard. It’s a simple, minimalist design. The copy is bittersweet, neither dramatic nor robotic. We especially like this email’s subject line, Are you low on coffee? 

But we like the first-name-personalized hero text even better. 

So here’s what a post-purchase flow in Klaviyo might look like. 

The journey begins when a subscriber remains inactive for a specified duration. 

A condition then evaluates whether the subscriber qualifies for re-engagement messaging. Once eligibility is confirmed, the first email is dispatched, prompting user interaction. If no engagement occurs, a waiting period of seven days is applied before sending a follow-up email. Should the subscriber remain unresponsive, a second email featuring a more compelling offer is delivered, continuing the sequence as needed.

6. Customer loyalty/VIP flow

A loyalty flow, ideal for converting a part of your audience into brand advocates, nurtures your best customers by:

• Thanking them for their continued support.
  
• Offering exclusive perks such as early access, special discounts, and gifts.
  
• Encouraging social sharing and referrals.

Identify your VIPs or loyal customers based on purchase frequency and average order value (AOV) to create tiered rewards.

Significantly, the recipients of the loyalty or VIP flow are existing loyal customers, not the potentially next in line. A customer loyalty program is not in view here, which is targeted at making customers loyal. 

You’re not creating new loyalty, but rewarding those who’ve exhibited brand loyalty consistently. That’s the difference between McDonald’s loyalty email and Ilia’s loyalty program as shown below. 

Source: Attentive

Brand loyalty nowadays is sadly reduced to a quid pro quo. 

Along with that, the profile of a VIP customer has been degraded to the point of being ridiculously anti-common sense. Ilia’s email above, for example, was sent to one of the authors of this article who is yet to make their first purchase after 11 months! Why would you bait VIP access to someone who is yet to browse through your product categories? Is it just a case of segmentation gone awry? Or is it a deeper issue? We’ll get back to this. 

Coming back to loyalty programs, their effectiveness is widely debated, although their redundancy is confirmed. 

The Boston Consulting Group reveals that the average US customer, as of 2024, belonged to 15+ loyalty programs at the same time! 

Brand loyalty, traditionally understood, is more of a spontaneous result of consistently positive CX and value-based, community interactions. But, in today’s competitive consumer landscape, spontaneity—the long game—isn’t the most attractive. Hence Ilia’s VIP offer email. 

However, loyalty programs are not leading to sustainable brand loyalty.

“According to BCG’s second annual global survey of loyalty program trends, offering solely tangible rewards no longer creates stickiness or loyalty to the extent it did in the past,” BCG confirms. 

Make no mistake, consumers do crave rewards and perks, which is why they’re subscribed to multiple loyalty programs. However, brands that focus solely on incentivizing purchases risk fostering transactional loyalty rather than genuine brand advocacy—a more valuable objective. 

So, the way to create brand advocates without making a dent in your budget? Resubscribe to the long game. 

Eli Weiss, VP of retention advocacy at Yotpo, suggests the following tips:

• Identity customers who enjoy their experiences with your brand
  
• Encourage them to share and refer
  
• Keep them engaged through educational content
  
• Cultivate a community or “tribe” of such customers

Strike a balance between the costs associated with transactional loyalty and the cost of using Klaviyo at the Enterprise level.

7. Product review/UGC flow

This flow is ideal for collecting social proof and increasing credibility, and encouraging customers to leave reviews and share user-generated content. Reviews and user-generated content (UGC) help boost conversions, so make it easy for your customers to share feedback by:

• Sending an email 7-10 days after product delivery.
  
• Offering an incentive for leaving an honest review.
  
• Showcasing existing customer testimonials as inspiration.
  
• Encouraging customers to tag your brand on social media.

For example, this email from LIV Swiss Watches is a nice piece of work in this regard; the CTA hierarchy is perfect. 

Source: Inbox

You can use Klaviyo’s integration with review platforms like Yotpo or Okendo for automated review requests.

Find out how to integrate Klaviyo and Yotpo right here. 

This is not to say that you can’t set up and trigger review flows within Klaviyo itself. An integration comes with added benefits like in-email reviews, and smart intelligence into multi-product review requests. 

Summing up, here are some of the typical flows as recommended by Klaviyo. Note that the frequencies will vary from brand to brand. 

Flow name	Email 1	Email 2	Email 3
Welcome series	Immediately	4 days
Abandoned cart	4 hours	1 day
Browse abandonment	2 hours
Post-purchase	Immediately	3 days	1 week
Winback	60 days	90 days
Anniversary	1 year
Sunset	1 day	1 week	2 weeks

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