Email remains the highest-ROI marketing channel for ecommerce, generating $36-42 for every $1 spent. Klaviyo has become the standard for Shopify email marketing, and for good reason—it integrates deeply with your store data and makes automation accessible.
But many merchants set up Klaviyo and leave money on the table by not implementing these five essential flows. Let's fix that.
1. Welcome Series
First impressions matter. When someone subscribes to your list, you have their attention—don't waste it on a single discount code email.
Recommended Structure (4-5 Emails)
Email 1: Immediate Welcome
- Timing: Immediately after signup
- Content: Welcome message, brand introduction, deliver promised incentive (if any)
- Subject line examples: "Welcome to [Brand] - Here's your 10% off" / "You're in! Here's what to expect"
Email 2: Brand Story
- Timing: 2 days after Email 1
- Content: Your origin story, values, what makes you different
- Subject line examples: "Why we started [Brand]" / "The story behind our products"
Email 3: Social Proof
- Timing: 4 days after Email 1
- Content: Customer reviews, testimonials, user-generated content
- Subject line examples: "See what customers are saying" / "Why 10,000+ customers choose us"
Email 4: Best Sellers
- Timing: 7 days after Email 1
- Content: Showcase top products, buying guides, category highlights
- Subject line examples: "Our most-loved products" / "Not sure where to start?"
Email 5: Final Push (if no purchase)
- Timing: 10 days after Email 1
- Content: Reminder of welcome offer expiration, urgency
- Subject line examples: "Your welcome offer expires soon" / "Last chance for 10% off"
Key Metrics to Track
- Open rate: Target 50%+ for Email 1, 30%+ for subsequent
- Welcome flow conversion rate: 3-8% is typical
- Revenue per recipient
2. Abandoned Cart Recovery
Abandoned cart emails can recover 5-15% of lost carts. This is usually the highest-revenue flow after welcome series.
Recommended Structure (3 Emails)
Email 1: Reminder
- Timing: 1-4 hours after abandonment
- Content: Simple reminder with cart contents, no discount
- Subject line examples: "Did you forget something?" / "Your cart is waiting"
- Goal: Capture quick recoveries—people who got distracted
Email 2: Overcome Objections
- Timing: 24 hours after abandonment
- Content: Address common concerns—free returns, customer support, reviews
- Subject line examples: "Still thinking it over?" / "Questions about your order?"
- Optional: Offer free shipping if not already included
Email 3: Final Push
- Timing: 48-72 hours after abandonment
- Content: Urgency (cart expiration, low stock), potential discount
- Subject line examples: "Last chance - your cart expires tonight" / "We saved you 10%"
- Note: Only discount if needed—test without first
Advanced Tactics
- Split by cart value: Higher-value carts might get different treatment (phone call?)
- Exclude recent purchasers: Don't email someone who already bought
- Dynamic product content: Show exact items left in cart
For more on cart abandonment, see our comprehensive guide on reducing cart abandonment.
3. Browse Abandonment
Not everyone adds to cart before leaving. Browse abandonment catches the larger audience of visitors who viewed products but didn't add them.
Recommended Structure (2 Emails)
Email 1: Gentle Reminder
- Timing: 2-4 hours after browsing
- Content: "Still interested in [Product]?" with product image
- Subject line examples: "Take another look" / "Still shopping for [Category]?"
Email 2: Social Proof + Recommendations
- Timing: 24-48 hours after browsing
- Content: Reviews of viewed product, similar products they might like
- Subject line examples: "Customers love this one" / "You might also like..."
Important Settings
- Only trigger for identified users (have their email)
- Exclude people who've already purchased or have items in cart
- Set frequency caps to avoid over-emailing
4. Post-Purchase Flow
The relationship shouldn't end at checkout. Post-purchase emails build loyalty, generate reviews, and drive repeat purchases.
Recommended Structure (4-5 Emails)
Email 1: Order Confirmation
- Timing: Immediately after purchase
- Content: Thank you, order details, what to expect next
- Note: Shopify sends transactional emails by default—consider a branded Klaviyo version
Email 2: Shipping Confirmation + Tips
- Timing: When order ships
- Content: Tracking info, product care tips, usage guides
- Subject line examples: "Your order is on its way!" / "[Product] is shipping—here's what to know"
Email 3: Review Request
- Timing: 7-14 days after delivery (adjust for your product)
- Content: Ask for a review, make it easy with direct links
- Subject line examples: "How's your [Product]?" / "Share your experience"
Email 4: Cross-Sell
- Timing: 14-21 days after purchase
- Content: Complementary products based on what they bought
- Subject line examples: "Pairs perfectly with your [Product]" / "Complete the set"
Email 5: Replenishment Reminder (if applicable)
- Timing: Based on typical product lifespan
- Content: Time to reorder? Easy reorder link
- Subject line examples: "Running low on [Product]?" / "Time for a refill?"
5. Win-Back Campaign
Re-engage customers who haven't purchased in a while. The cost of retaining a customer is 5x lower than acquiring a new one.
Recommended Structure (3 Emails)
Email 1: We Miss You (90 days since purchase)
- Content: Reconnect, show what's new, no hard sell
- Subject line examples: "It's been a while..." / "We miss you, [Name]"
Email 2: Exclusive Offer (120 days)
- Content: Special comeback offer, limited time
- Subject line examples: "A special offer just for you" / "Come back for 15% off"
Email 3: Last Attempt (150 days)
- Content: Final offer or "should we stop emailing?" (clean your list)
- Subject line examples: "Is this goodbye?" / "Last chance before we part ways"
Segmentation Tips
- Segment by customer lifetime value—VIPs get different treatment
- Segment by purchase frequency—one-time buyers vs. repeat customers
- Consider different offers for different segments
Bonus Tips for All Flows
- Mobile-first design: 60%+ of emails are opened on mobile
- Clear CTAs: One primary call-to-action per email
- Test subject lines: A/B test with at least 1,000 recipients per variant
- Monitor deliverability: Keep bounce rates under 2%, spam complaints under 0.1%
- Personalize: Use first name, purchase history, browsing data
Getting Started
If you're starting from scratch, implement in this order:
- Welcome series (captures new subscribers immediately)
- Abandoned cart (highest immediate revenue impact)
- Post-purchase (builds long-term value)
- Browse abandonment (expands reach)
- Win-back (re-engages dormant customers)
Each flow can be set up in a day. Don't wait for perfection—get them running and improve over time.