What's in this guide
Most ecommerce stores leave between 30–50% of their potential email revenue on the table — not because their products are bad, not because their emails are poorly written, but because they're missing automated flows that should be running 24 hours a day, 7 days a week.
I've set up Klaviyo flows for ecommerce brands ranging from $500K to $5M in annual revenue. The same 5 flows appear in every high-performing store. If you're missing even one of them, you're leaving money on the table every single day.
This guide covers each flow in detail — what it is, why it matters, exactly how to structure it, and the results you should expect.
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At Hetoli, we design, build, and optimize Klaviyo flows for ecommerce stores. We handle everything — from setup to A/B testing to ongoing optimization.
See Our Ecommerce Email ServicesWhy Klaviyo flows are your highest ROI email investment
Klaviyo flows — also called automated sequences or triggered emails — are emails that send automatically based on what a subscriber does or doesn't do. They require setup time upfront and almost no ongoing work after that. That's what makes them so powerful.
A well-built set of flows can generate 30–40% of a store's total email revenue while requiring minimal ongoing management. Campaign emails — your weekly newsletters and promotional blasts — require constant work. Flows just run.
Average percentage of total email revenue generated by automated flows in well-optimized Klaviyo accounts. Set up once — earn forever.
Flow 1 — The Welcome Series
The welcome series is your single most important flow. New subscribers are at peak interest the moment they sign up — they just raised their hand and said they want to hear from you. This is the highest engagement window you will ever have with them. Most stores waste it by sending one generic "Thanks for subscribing" email and moving on.
A proper welcome series does four things: introduces your brand story, builds trust and credibility, educates subscribers about your best products, and makes a compelling first offer to convert them into buyers as fast as possible.
Set a filter on email 1 so that if someone purchases after receiving it, they skip emails 2–4 and move to your post-purchase flow instead. Never send a discount reminder to someone who already bought.
Flow 2 — Abandoned Cart
Abandoned cart is the highest revenue flow in almost every store — by a significant margin. On average, 70% of shoppers who add items to a cart leave without buying. That's an enormous pool of high-intent buyers who need one more nudge.
The key insight here is that these people were ready to buy. They had a credit card ready, they chose a product, they went through the entire purchase decision — and then something interrupted them. Usually it's friction (the checkout process), hesitation (price concern), or distraction. Your job is to remove each of those barriers systematically across 3 emails.
Don't offer a discount in email 1 — you'll train customers to always abandon cart waiting for a discount. Save the offer for email 3 only, and only if they still haven't purchased after email 2.
Flow 3 — Browse Abandonment
Browse abandonment catches the people who showed interest but didn't commit enough to add anything to their cart. They browsed — which means they were curious — but something stopped them before they even reached the cart stage.
This flow is simpler than abandoned cart because the intent is lower. You're not recovering a near-purchase — you're rekindling interest. The tone should be curious and helpful, not urgent. Show them what they were looking at, give them more information about it, and make it easy to come back.
Set Klaviyo's browse abandonment trigger to only fire when someone browses a product page for at least 30 seconds. This filters out accidental clicks and ensures you're only targeting genuinely interested visitors.
Flow 4 — Post-Purchase Sequence
Most stores treat the post-purchase period as a dead zone — they send a transactional order confirmation and then go quiet until the customer buys again. This is a massive missed opportunity. The post-purchase moment is when trust and excitement are at their highest. A customer who just bought from you is far more likely to buy again than a cold prospect.
A well-built post-purchase sequence does three things simultaneously: delivers an exceptional customer experience that generates reviews and referrals, educates customers on how to get the most from their purchase, and introduces complementary products that increase average order value over time.
Flow 5 — Win-Back Campaign
Every email list has subscribers who were once active but have gone quiet — they haven't opened an email in months, haven't purchased recently, and are slowly drifting toward becoming permanently disengaged. Before they're gone forever, you get one last chance to bring them back with a win-back flow.
Win-back flows serve two purposes. First, they re-engage the segment that can be saved — typically 5–15% of dormant subscribers will come back with the right offer. Second, they help you identify who truly cannot be re-engaged so you can remove them and protect your list health and deliverability.
Anyone who doesn't open email 3 of your win-back flow should be suppressed from future campaigns. Sending to chronically disengaged subscribers destroys your deliverability and sender reputation — removing them actually improves your results with everyone else.
How to set all 5 flows up this week
Connect your store to Klaviyo
Klaviyo has native integrations with Shopify, WooCommerce, BigCommerce, and Magento. Install the Klaviyo app from your store's app store and authorize the connection. This syncs your customer data, order history, and product catalog automatically.
Set up your flows in order of revenue impact
Start with abandoned cart — it's your highest revenue flow and the fastest to see results. Then welcome series, post-purchase, browse abandonment, and finally win-back. In Klaviyo go to Flows → Create Flow → Use a template to start quickly.
Customize every template with your brand voice
Klaviyo's templates are starting points — not finished emails. Replace every piece of generic copy with your brand's tone, add your logo, use your brand colors, and make sure every email sounds like it was written by a human who loves your products.
Set up your flow filters correctly
This is where most people go wrong. Make sure each flow has proper filters — suppressing buyers from cart abandonment flows, removing new subscribers from win-back flows, and preventing customers from receiving the same flow multiple times in a short window.
Turn on, monitor, and optimize
Once live, check your flow analytics weekly for the first month. Look at open rates, click rates, and revenue per recipient for each email. A/B test subject lines starting with your highest-volume flow — abandoned cart — and let data guide your improvements.
Revenue you can realistically expect
Here's a realistic revenue estimate for a store doing $500K annually with these 5 flows properly set up and optimized:
| Flow | Avg. Conv. Rate | Monthly Revenue |
|---|---|---|
| Welcome series | 3–5% | $1,200–$2,500 |
| Abandoned cart | 5–10% | $3,000–$6,000 |
| Browse abandonment | 1–3% | $600–$1,500 |
| Post-purchase | 8–15% repurchase | $1,500–$3,000 |
| Win-back | 5–12% reactivation | $400–$1,000 |
| Total (all 5 flows) | — | $6,700–$14,000/mo |
These numbers assume a properly built, well-optimized flow setup. A basic out-of-the-box setup will perform at the lower end. With proper segmentation, A/B testing, and ongoing optimization — which is what a specialist handles — you reach the higher end.
Get all 5 flows built and optimized by Hetoli
We build, test, and manage Klaviyo flows for ecommerce stores. From welcome series to win-back — done properly, from day one.
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