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Automated flows

Drive more revenue

per recipient

Flows drive the most revenue per recipient (RPR) because they send automatically based on someone’s behavior. One secret to flows is more flows, not necessarily complex flows.

Maximize flow revenue by adding more automations across the customer journey. Start with welcome flows for email and SMS, browse and cart abandonment, post-purchase, win-back, sunset, and VIP flows.
 

Your automated flow checklist

Aim for an average flow order rate of 2.6%.


Keep flow bounce rate under 0.35%.

Launch multiple flows, prioritized based on your list size:
 

For entrepreneurs: Set up at least 2-4 flows to capture and convert traffic. Those flows should be:

For small businesses: The fastest-growing small business accounts on Klaviyo have these 7 flows in common:

For enterprise brands: The fastest-growing enterprise accounts on Klaviyo have 10 or more flows live. To get to 10, create flows that support brand investment in integrations—like your loyalty program, price drop alerts, and more. 

•  Welcome series
•  Abandoned cart
•  Post-purchase
•  Review request

•  Welcome series
•  Abandoned cart
•  Browse abandonment
•  Win-back
•  Review request
•  Post-purchase
•  Back-in-stock

•  Welcome series
•  Abandoned cart
•  Browse abandonment
•  Win-back
•  Review request
•  Post-purchase
•  Back-in-stock
•  Cross-sell flow
•  +2 specific to bespoke integrated

   data sources or business needs

•  +2 specific to bespoke integrated

    data sources or business needs.

Best practices & strategic guidance

To get the most out of your flows, keep these best practices in mind when setting them up.

Treat your flow strategy 

as a nurture program

Think of your flow strategy as a nurture program to grow LTV. Flows drive incremental revenue by engaging with every customer as they show increased or decreased interest with the brand.

The same way you would want to interact with a customer visiting your store in person, flows help brands automate timely and targeted touchpoints that strengthen consumer relationships, fostering long-term engagement.

The customer journey visualized

Welcome series

Browse

Abandonment

Cart

Abandonment

Checkout

Abandonment

Review

Request

Review thank you: Positive review

Site bounce

Review thank you: Negative review

THANK YOU

UPSELL

CUSTOMER WINBACK

Negative review response

Become a fan/promoter

Become a churn risk

Customer research

View product

Start checkout

Use product

Visit site

Subscribe

Add to cart

Purchase

The customer lifecycle, nurtured by flows

1.

2.

3.

4.
 

Discover: someone signs up to learn more about your brand, hear about special offers, and get notified about new launches with different strategic lead captures → welcome series flow


Convert: someone clicks to browse, but doesn’t add to cart or purchase → browse abandonment flow
 

Convert: someone adds to cart or starts check-out, but doesn’t complete their order → cart abandonment and check-out abandonment flows

Engage: someone places an order and could benefit from education or tips on using your product → customer post-purchase flow

 

5.

6.

7.

Engage: an order gets delivered → review request flow

Nurture: use Klaviyo’s predictive analytics to send an email before a customer’s predicted next purchase dates, plus another email 5 days following that date containing cross-sell or up-sell content → “expected date of next order” flow

Nurture: send a retention offer if someone goes 180 days without ordering → win-back flow

 

Advanced lifecycle touchpoints

Customer loyalty flows:

Catalog interest flows:
 

Shipping and fulfillment flows:

  • Collect customer birthday → happy birthday flow
  • An order gets fulfilled → shipping confirmation flow
  • If you have an integrated third-party tool for shipment tracking:
  • Timestamp a profile property with someone’s first purchase date → first purchase anniversary flow
  • Received delivery
  • In transit
  • Out for delivery
  • Price drops on a product someone browsed and/or added to cart recently → price drop flow
  • To allow shoppers to sign up for stock alerts when products come back in stock → implement the right Klaviyo form and a back-in-stock flow

If you do nothing else: Aim for at least 7 live 

automated flows

Automation breadth matters:

utomation complexity—like splits and experiments—is useful, but it’s not as impactful as simply adding more flows. Launch at least 7 flows, then annually audit and update them. Spend the rest of your time on campaigns or incorporating additional flows.

What to do next: 
Take a look at the flows you’ve implemented already, and identify places along the customer journey that you could automate by launching a new flow. Need inspiration? See examples of the top automations that drive strong engagement.

Top-performing brands have at least 7 flows live, including a welcome series for both email and SMS, plus browse and cart abandonment, post-purchase, win-back, sunset, and price drop flows.

Launch more flows

More inspiration & use cases 

3 SMS and email automation use cases from Callie’s Hot Biscuit, Every Man Jack, and Tatti Lashes

Learn more

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