Brenda Zambrano, Senior Email Marketing Specialist at Hustler Marketing
Klaviyo Elite Partner | 9 Years Retention Marketing Experience | 450+ Brands Scaled
Quick Summary
Klaviyo flows are automated email and SMS sequences triggered by customer behavior, and they generate the majority of revenue for most ecommerce brands. Unlike campaigns, flows run continuously and scale without manual effort.
- Flows are automated, campaigns are one-time sends
- Highest ROI component of Klaviyo
- Triggered by real customer behavior
- Key flows include welcome, cart, and post-purchase
- Proper setup significantly impacts revenue
What Are Klaviyo Flows and How Are They Different from Campaigns?
Klaviyo flows are automated sequences triggered by specific actions.
Examples:
- Joining your email list
- Adding a product to cart
- Making a purchase
Campaigns, on the other hand, are:
- One-time sends
- Scheduled manually
- Sent to segments or your full list
Flows create consistent, always-on revenue. Campaigns create spikes.
→See the Complete Klaviyo Guide for how flows fit into your overall system.
How Do Klaviyo Flows Work?
Flows are built around triggers, logic, and timing.
Triggers (What Starts a Flow)
Flows begin when a user takes a specific action:
- Event-based (added to cart, placed order)
- List-based (subscribed to email list)
- Segment-based (entered a segment)
- Date-based (birthday, anniversary)
Time Delays and Conditional Splits
You control:
- When emails are sent
- What path a user takes
Examples:
- Delay 1 hour after cart abandonment
- Split based on purchase history
- Branch based on engagement
A/B Testing Within Flows
You can test:
- Subject lines
- Timing
- Offers
- Content
Small improvements here compound across every send.
Flow Filters and Smart Sending
Filters prevent over-emailing:
- Exclude recent purchasers
- Limit frequency
- Avoid sending irrelevant messages
Poor filtering is one of the fastest ways to damage deliverability.
What Are the Essential Klaviyo Flows?
If you don’t have these flows live, you’re leaving revenue on the table.
Welcome Series
Trigger: User joins your email list
Length: 3–5 emails over 7–10 days
What to include:
- Brand story
- Bestselling products
- Social proof
- First-purchase incentive
This is your highest-leverage flow for converting new subscribers.
Abandoned Cart Flow
Trigger: User adds product to cart but doesn’t purchase
Timing: 3 emails (1 hour, 24 hours, 72 hours)
What to include:
- Product reminder
- Social proof
- Urgency
- Optional discount (email 3)
One of the highest ROI flows in any account.
Browse Abandonment
Trigger: User views a product but doesn’t add to cart
Length: 1–2 emails
What to include:
- Product reminder
- Light urgency
- Related products
Lower intent than cart, keep it lighter.
Post-Purchase Flow
Trigger: Customer completes a purchase
What to include:
- Order confirmation
- Product education
- Cross-sell or upsell
- Review request
Most brands underuse this, but it’s key for retention.
Win-Back Flow
Trigger: No purchase in 90–180 days
Length: 3 emails
What to include:
- Re-engagement message
- Offer or incentive
- Urgency
Helps recover lost customers and revenue.
VIP / Loyalty Flow
Trigger: Based on spend or purchase frequency
What to include:
- Early access
- Exclusive offers
- Loyalty rewards
High-value customers deserve different messaging.
Sunset Flow
Trigger: Subscriber becomes inactive
What to include:
- Re-engagement attempt
- Final confirmation email
- Removal from list if no engagement
This protects your deliverability and sender reputation.
Klaviyo Flow Setup Checklist
Before turning any flow live, verify:
- Triggers are configured correctly
- Time delays make sense
- Conditional splits are tested
- Recent purchasers are excluded where needed
- Emails are mobile-optimized
- Links and CTAs work properly
- A/B tests are set up (at least subject lines)
- Segmentation is applied where relevant
- Smart sending rules are configured
- Tracking and attribution are working
A poorly set up flow can hurt performance more than not having one at all.
What Are the Most Common Klaviyo Flow Mistakes?
Most underperformance comes from simple mistakes.
Sending Too Many Emails Too Fast
Overloading users reduces engagement and increases unsubscribes.
No A/B Testing
Not testing means leaving easy wins on the table.
No Segmentation Within Flows
Treating all customers the same reduces relevance and conversions.
→See the Klaviyo Segmentation Guide for advanced targeting.
Not Excluding Recent Purchasers
Sending cart reminders to buyers creates a poor experience. Most Klaviyo flows are “set up” but not optimized.
How Should You Prioritize Flow Setup?
Start with:
- Welcome flow
- Abandoned cart
- Post-purchase
Then add:
- Browse abandonment
- Win-back
- VIP / loyalty
- Sunset
Build the foundation first. Then expand.
If you’re not sure whether your flows are set up correctly, a structured audit can quickly identify gaps and opportunities.
Get your Klaviyo flows audited by our team.
Frequently Asked Questions
What is a Klaviyo flow?
A Klaviyo flow is an automated email or SMS sequence triggered by customer behavior, such as signing up or abandoning a cart.
What’s the difference between a Klaviyo flow and a campaign?
Flows are automated and always running. Campaigns are one-time sends scheduled manually.
How many flows should I set up first?
Start with 3 core flows: welcome, abandoned cart, and post-purchase.
Can I A/B test Klaviyo flows?
Yes. You can test subject lines, content, timing, and offers within flows.
How do I trigger a Klaviyo flow?
Flows are triggered by events (e.g., add to cart), list joins, segments, or dates.
What’s a good conversion rate for a Klaviyo abandoned cart flow?
It varies, but strong flows can recover 5–10%+ of abandoned carts depending on traffic and setup.