Email marketing is an afterthought for many webshops. A shame, because well-built flows run 24/7 and deliver consistent revenue without you having to look at them daily. In Klaviyo you can build flows that automatically send the right email at the right moment. These are the 5 to set up first.
Welcome Flow and Abandoned Cart
The Welcome Flow is your digital handshake. It triggers as soon as someone signs up for your newsletter, often via a pop-up with a discount. Don't send the discount code straight away, start with your story. Who are you? What makes you different? Email 2 has social proof (reviews, photos). Email 3 the discount. On average a good welcome flow converts at 5-8%.
The Abandoned Cart Flow is pure money on the table. Someone had your product in their cart but didn't check out. After 1 hour a reminder, after 24 hours an email with the product and maybe a review, after 48 hours a last chance (optionally with a small discount). This flow alone can recover 5-15% of your abandoned carts.
Post-Purchase and Browse Abandonment
The Post-Purchase Flow is often forgotten but crucial for repeat purchases. After an order: thank the customer, give tips about the product, ask for a review after 7-14 days, and send related products after 30 days. This builds loyalty and increases your customer lifetime value. Combined with a good Shopify platform you can connect these flows seamlessly.
The Browse Abandonment Flow is subtler. Someone viewed a product but didn't add anything to the cart. After 2-4 hours you send an email: "This caught your eye." Not too pushy, just a gentle reminder. Works especially well for more expensive products people take longer to consider.
Winback Flow
The Winback Flow targets customers who haven't bought in a while. After 60-90 days (depending on your average repeat time) you send a series: "We miss you", followed by a personal offer. Winning back customers is always cheaper than acquiring new ones. A good winback flow can reactivate 3-5% of dormant customers. We helped OMNIAIR with a full Klaviyo setup that increased their email revenue by 30%.