If you’re ready to boost your e-commerce brand’s revenue, one of the most profitable tools at your disposal is Klaviyo email flows. These automated sequences allow you to connect with customers at the perfect moments, turning leads into loyal buyers. Today, I’ll break down the top five email flows that every e-commerce brand needs. Plus, stick around for a powerful bonus flow that can generate significant long-term revenue.

What Are Email Flows?

For those new to the concept, email flows are automated messages sent based on a customer’s actions, like signing up for a newsletter or adding an item to their cart. Unlike campaigns, which are scheduled emails, flows are triggered by a customer’s behavior, keeping the message relevant and timely. Ideally, email flows should account for about 30% of your monthly revenue.

Let’s dive into the core flows every e-commerce brand should have.

1. Welcome Series Flow

This flow is the first impression a subscriber has of your brand. It welcomes them, provides key information, and often includes a discount to encourage a first purchase. A high-performing welcome series usually includes three to five emails:

• Email 1: Introduce your brand and offer a discount.
• Email 2: Share your brand story or mission.
• Email 3: Recommend popular products based on site behavior.
• Email 4: Send a discount reminder, if applicable.
• Email 5: Send a personal note from the founder, which adds a human touch.

This flow is essential for nurturing new subscribers and converting them into loyal customers.

2. Abandoned Cart Sequence

Abandoned cart emails are highly effective in recovering potential lost sales. This flow is triggered when a customer adds items to their cart but doesn’t complete the purchase. Here’s a simple but powerful approach:

• Email 1: Reminder with a direct link to the cart (no discount yet).
• Email 2: Include a small discount or offer free shipping to encourage checkout.
• Email 3: Reminder of the promotion and a bit of brand content (like your mission).
• Email 4: Add an upsell opportunity, like a discount on a complementary product.
• Email 5: Personal note from the founder, inviting feedback on what held them back.

By gradually introducing incentives, this sequence effectively brings customers back to complete their purchases.

3. Browse Abandonment Flow

When a visitor views products but leaves without adding anything to their cart, the browse abandonment flow steps in. This two-email sequence can re-engage potential buyers and encourage them to return.

• Email 1: Simple reminder about the viewed product, no discounts needed.
• Email 2: Use a dynamic feed to suggest similar products, offering alternatives that may catch their interest.

This flow is a great way to recover potential leads and give them personalized product suggestions.

4. Customer Thank You Flow

Following a purchase, a thank you flow can solidify the customer relationship and drive further engagement. While Shopify automatically sends order confirmations, this sequence goes beyond that to foster loyalty.

• Email 1: Personalized thank you, possibly with a scanned handwritten note.
• Email 2 (15 days later): Invite them to follow your brand on social media.
• Email 3 (30 days later): Request a product review, allowing for valuable customer feedback and social proof.

This sequence helps build a long-term connection and encourages engagement across multiple platforms.

5. Customer Win-Back Flow

When a customer hasn’t shopped with you for a while, the win-back flow brings them back. This single email sends a gentle nudge after a set period, encouraging a repeat purchase.

• Email (75 days after purchase): Personalized product recommendation, or if your brand has one main product, suggest a replenishment purchase.

Win-back flows increase customer lifetime value by incentivizing repeat purchases and keeping your brand top-of-mind.

Bonus: AI Predicted Next Purchase Flow

This advanced flow leverages Klaviyo’s Predictive Analytics to anticipate when a customer is likely to buy again, allowing you to target them at the perfect moment.

• Replenishment Products: Send a reminder with a personalized discount when the AI predicts they’re ready to purchase.
• Broad Catalog Brands: Use cross-sells, dynamic feeds, and new product recommendations. Here, you can be more aggressive with discounts or exclusive offers.

AI-powered predictive flows are a powerful way to increase repeat purchases and build long-term customer loyalty.

Final Thoughts

Implementing these flows can significantly increase revenue and customer retention for your e-commerce business. By automating key touchpoints in the customer journey, you’re not only maximizing sales but also building a meaningful relationship with your audience. Try these flows, optimize them over time, and watch your brand grow.

If you need help setting up these flows, my agency specializes in email marketing for direct-to-consumer brands. Schedule a consultation, and we’ll get your flows optimized for success. Good luck!

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