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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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.
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.
These people were ready to buy. They had a credit card ready, they chose a product, and something interrupted them. Your job is to remove each barrier 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, after they haven't purchased from emails 1 or 2.
Flow 3 — Browse Abandonment
Browse abandonment catches people who showed interest but didn't commit to the cart. The tone should be curious and helpful, not urgent — you're rekindling interest, not recovering a near-purchase.
Set the browse abandonment trigger to only fire when someone views a product page for at least 30 seconds. This filters out accidental clicks and ensures you're targeting genuinely interested visitors.
Flow 4 — Post-Purchase Sequence
The post-purchase moment is when trust and excitement are at their highest. A well-built post-purchase sequence delivers an exceptional customer experience, generates reviews and referrals, and introduces complementary products that increase lifetime value.
Flow 5 — Win-Back Campaign
Before dormant subscribers are gone forever, you get one last chance to bring them back. Win-back flows serve two purposes: re-engaging the segment that can be saved (typically 5–15%), and identifying who cannot be re-engaged so you can remove them and protect 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 — 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, and make sure every email sounds like it was written by a human who loves your products.
Set up your flow filters correctly
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 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. With proper segmentation, A/B testing, and ongoing optimization — which is what a specialist handles — you reach the higher end consistently.
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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