15 Best Klaviyo Flows (& How to Set them up)

Written by: Chris Donald
Chris is Managing Partner at InboxArmy and has more than 25 years of experience in email marketing

Email marketers are renowned for strategizing effective and high-performing email marketing campaigns. But email marketing is not all about sending flashy promotional and seasonal emails. Brand marketing through emails also entails setting up subtle campaigns that establish a virtual conversation with the client and always keep your brand on their radar.  So here is everything you need to know about setting up klaviyo flow. 

What Is Klaviyo Email Flow?

Automated email workflows are renamed to Flows within the Klaviyo platforms. Flows are actions or sequences of action that are set in motion after an external trigger. Data gathered from eCommerce platforms can also trigger these flows into action.

What Is The Importance Of Having A Klaviyo Flow?

A carefully structured flow can ping the subscribers at the right time and give them the much-needed impetus, turning them into loyal customers.

A thorough analysis of customer behaviour and browsing patterns can help you create highly personalised Klaviyo email flows using action and segment triggers.

Birthday and anniversary emails can also set a semi-personal relationship with the customer and keep them returning to your store. 

15 Best Klaviyo Flows That Boost Engagement

Setting up the proper Klaviyo flow at the right time can significantly impact your customer experience. Whether it’s an onboarding flow or a win-back campaign, there are many ways to leverage Klaviyo’s features and take advantage of the power of automation.

Let’s look at some of the top ones you can use today:

1. Behavior-Based Thank You Flow

Trigger: Completed Checkout

A type of post-purchase email that, when paired with powerful segmentation, can improve customer loyalty and retention. It encourages customers to take action after purchasing, such as referring a friend or subscribing to your newsletter.

Warby Parker klaviyo email flow example

This is a perfect example of a well-designed Thank You Flow. Warby Parker’s email includes a clear list of all the ordered products, an easy way to access their social media handles, and customer care details.

2. Onboarding Flow

Trigger: Subscribed to a List

A powerful tool designed to welcome new subscribers and help move them along the sales cycle. This flow typically focuses on delivering value quickly by introducing the subscriber to your brand, explaining product features, and providing resources such as tutorials or guides.

Navabi

This is a unique example of leveraging great design and discount codes to onboard new subscribers effectively. Navabi includes clear details of what subscribers can expect from their emails and a clear call to action inviting the subscriber to start shopping.

3. Abandoned Cart Flow

Trigger: Cart abandonment before purchase, dropping off on the payment page

This flow is designed to reach out to customers who have added items to their cart but never completed the purchase. It reminds them of their cart contents and encourages them to finish checkout.

Away

Sometimes, all it takes is excellent copy to remind customers why they started shopping in the first place. AWAY’s message is on-brand, friendly, and includes a clear call to action, inviting customers to complete their purchase. It also contains a helpful reminder of their risk-free guarantee of a 100-day trial and free shipping/returns.

4. Browse Abandonment Flow

Trigger: Spending X+ time on a product page without purchasing

Similar to the abandoned cart flow, this one focuses on customers who have browsed your site but are yet to add any products to their cart. It reminds them of what they were looking at and encourages them to return and complete the purchase.

Asos

Asos shares a catalog of products based on the customer’s browse history and includes essential product labels for customers to explore. The message is friendly, straightforward and encourages subscribers to shop. Additionally, the email design is close to the brand philosophy, so there is no gap in the overall experience.

5. Win-Back Flow

Trigger: Inactive subscriber for X+ days

This one is all about re-engaging customers who have been inactive for some time. By sending them special offers or exclusive content, you can entice them to return and purchase.

 

This email from Lands’ End is an excellent example of how to nurture customers who have been inactive for some time. It explains what they are missing out on and details how to take advantage of the latest discounts and free shipping.

6. Cross-sell Flow

Trigger: Recently purchased an item, Rating their purchase

Cross-sell flows are designed to entice customers to buy additional products. You can increase your average order value by showing them related products or items that complement their original purchase.

Lowellita Klaviyo Flow

The brand uses the customer’s recent purchase history to recommend fashionable complementary products. The text helps customers choose the items that best suit their taste and style, creating an enjoyable shopping experience. With personalized product recommendations and helpful copywriting, Lowellita does a great job engaging customers with cross-sell flows.

7. Product Review Flow

Trigger: Recently purchased an item

This type of email flow is designed to encourage customers to review their purchases. Reviews are invaluable for boosting conversions and increasing customer trust in your brand, so this flow pays dividends in the long run.

Loccitane

The email from Loccitane does a great job of making customers feel valued and appreciated. by requesting that they take the time to review their product. All recently bought products are included in the email, each with a dedicated CTA.

8. Back-in-stock Flow

Trigger: Wishlisted item is back in stock

A back-in-stock flow is sent to customers who have subscribed to notifications when an out-of-stock product becomes available. By keeping them engaged, you can ensure they don’t shop elsewhere and capitalize on their interest.

 

This example shows how a simple design can make a significant impact. By highlighting all the recently stocked stationery products that might interest the reader, Hightide offers customers a great shopping experience. A cleverly placed CTA also allows customers to check similar products, working as a great cross-sell.

9. Sunset Flow

Trigger: Subscriber unengaged for X+ days

Designed to bring back inactive subscribers, you can use the Sunset flow as a last-ditched effort to salvage their engagement. You can then delete subscribers who still don’t engage, saving your deliverability from harm.

 

The goal of this email is simple – clean their email list of inactive subscribers. And they do just that. By asking the readers whether they want to stay subscribed, the email gives them a clear CTA to act on. In any case, it is a win-win situation for everyone.

10. Replenishment Flow

Trigger: Recently purchased an item

Fit for products such as coffee or shaving kits that often run out and invite repeat purchases, replenishment flows can be used to trigger an email reminder when it’s time for customers to reorder. By reminding customers before they run out, you can entice them to make the purchase quickly.

Erno Laszlo

With a great email design and some quirky copy, Erno Laszlo reminds customers to reorder the most sought-after products. Combining multiple CTAs and some great product images offers customers a pleasant experience with access to additional resources, free shipping details, and global delivery information. This makes it easier for customers to purchase, leading to better conversions.

11. Transactional Flow

Trigger: Successful order placed or shipped

Transactional flows help you stay in contact with customers long after the initial purchase, giving them important updates about their transaction. These can include their order status, shipping updates, and other important information. By keeping customers in the loop, you can ensure that they are always informed and have a positive experience with your brand.

 

Delivery confirmation works well for engagement and loyalty, as customers receive timely updates on the progress of their purchases. After Everlywell delivers every order, customers receive a confirmation email with access to the FAQs of the product. This allows customers to view their order information and track its progress without interacting with customer service, leading to better engagement and loyalty.

12. VIP Customer Flow

Trigger: Customer reached X+ lifetime purchases or spent X+ lifetime amount

VIP customers are those who have made multiple orders and spent a significant amount on your products. They deserve special treatment, so why not create a VIP customer flow to show them you appreciate their loyalty? You can offer exclusive discounts, special promotions, and other incentives to thank them for their support. You can even personalise their emails to make them feel like a valued member of your community.

 

This exclusive email creates an entire experience for their insider customers. By being discreet about the information and not giving anything away, the email brings all the attention to the CTA and compels readers to take action. The email also describes the benefits of being a VIP customer, encouraging customers to spend more and making them feel valued as loyal members of the Ann Taylor community.  

13. Zero Party Data Flow

Trigger: Customer signed up for a newsletter

Zero-party data flows help you get to know your customers better. They involve actively asking customers questions such as their preferences, interests, and expectations. By collecting this information up front through a survey or a quiz, you can create a more personalized experience for them with granular details.

Anthropologie example of klaviyo email flows

The email simply asks readers to complete a short survey in exchange for exclusive discounts. The clear headline, great design, and straightforward CTA make it easy for readers to act and complete the survey. By incentivizing customers with a discount, Anthropologie can collect valuable data from their customers while incentivizing them to shop.

14. Milestone Flow

Trigger: Customer’s birthday is coming up

You can use this flow to wish your customers a happy birthday, offer them a discount or other perks, and encourage them to shop with you. This is an easy way to show them you care and build positive relationships. You can even use the milestone flow to remind customers of upcoming anniversaries, special occasions, or other important events that they may have forgotten.

Nasty gal klaviyo emaiL FLOW EXAMPLES

The email from Nasty Gal lets the reader know that the brand remembers their birthday and cares about them. By not having any other agenda apart from only wishing the recipient, the email gives a sense of warmth and care – making the recipient feel special and appreciated. With a great headline and copy that connects, Nasty Gal lets the recipient know that they value them and care about their loyalty.

15. Price Decrease Flow

Trigger: Product price decreased

As the name suggests, this flow can be used to notify customers when the prices of their favourite products have gone down. This way, they don’t miss out on any potential savings and can take advantage of the discounts while they last.

These are many types of flows that helps to improve customer loyalty and retention. With their power of personalization and automation, they can be an invaluable tool for any business looking to get ahead. So take the time to think about what type of flow best suits your business’s goals. 

 

The email from Sphynx stands out with a bold headline and eye-catching visuals. It encashes the idea of a weekend sale and lists all the products that will undergo a price drop. It also includes a free gift for users who will spend at least $20, making it even more appealing. The email uses clear CTAs to ensure customers don’t miss out on exclusive deals.

These are just some of the many types of Klaviyo flows that help improve customer loyalty and retention. With their power of personalization and automation, they can be an invaluable tool for any business looking to get ahead. So, think about what type of flow best suits your business’s goals.

The Best Time For A Klaviyo Email Flow

Timing your Klaviyo email flow is essential as it can greatly impact your customer engagement.

The best time to send your Klaviyo email flow will depend on the specific audience, but there are some general guidelines you can follow. The idea is to send enough emails to keep your subscribers engaged. But you must space your email properly to not overwhelm them.

There are two ‘timings’ to consider when building your flow:

Time Between Components 

Consider the timing of every action in your flow relative to the user behavior that triggered the flow. For example, you may send the first email in your welcome series immediately. The first follow-up email can then wait 5 days, and the second follow-up 10 more days. This brings the total time elapsed since subscriber enrolment (the trigger) to 15 days.

Timeline of Each Component From The Flow Trigger

In our example above, the timeline of the first email from the flow trigger is zero, the second email is 5 days, and the third email is 15 days.

With this understanding, you can set up the timing of any component in your flow to define every touchpoint in your customer experience.

According to Klaviyo, here are the recommended sending frequencies for common flow types:

Flow Type Email #1 Email #2 (first follow-up) Email #3 (second follow-up)
Welcome series Immediately 4 days
Abandoned cart 4 hours 1 day
Browse abandonment 2 hours
Post-purchase Immediately 3 days 1 week
Win back 60 days 90 days
Anniversary 365 days
Sunset 1 day 1 week 2 weeks

While these frequencies are a good starting point, optimal frequencies will vary from one business to another. Experimenting with different flow frequencies is the best way to learn what works for your business.

Klaviyo offers a practical A/B testing feature that allows you to test different timing strategies for your email flows. By leveraging the conditional split component, you can create separate branches within your flow, each having different time delays. This way, you can observe how these variations perform and gain valuable insights for further optimization. For instance, you might compare a branch that sends the follow-up email after five days with one that sends it after seven days. By examining open rates, click-through rates, and conversions, you can discern which timing strategy is more effective for your specific audience

Continuous testing and data-driven adjustments are crucial to enhancing your email marketing effectiveness. Timing your Klaviyo email flows appropriately is key to building a solid perceptive relationship with your customers. It can make a huge difference in engagement and loyalty when done correctly.

Steps To Setup klaviyo flows

Steps To Setup klaviyo flows

Klaviyo is an intuitive software that makes things easier with visual cues, guides, walkthroughs, and pre-built templates. Building a flow in Klaviyo is the same. After you have entered all the details about your company, it asks you to connect your eCommerce platform. Now, you can access your Klaviyo dashboard, where you will find the Flows tab on the left-hand side toolbar. 

You can check our Klaviyo email marketing agency offerings that includes setting up automated email flows.

Pre-built Klaviyo flows And Suggestions

suggested and pre-built flow in klaviyo

Clicking on the Flow tab opens a new page in your dashboard that displays suggested and pre-built flow templates and drip campaigns. These campaigns are optimized and A/B tested for maximum efficiency.

You can use these flows from the get-go to design your email campaigns. To make things simpler, Klaviyo even suggests email content for these campaigns. Then, all these things can be edited or deleted to create your custom flow. 

Initially, Klaviyo only lists the six most essential email flows. 

  • Welcome email series 
  • Customer Appreciation series 
  • Abandoned cart series 
  • Product review series 
  • Browse Abandonment series
  • Customer win-back series 

Most start-ups and eCommerce brands rely on these six automated campaigns to increase their engagement and email open rates. However, you are not limited to these campaigns only. 

Flow Library for more pre built flows

Clicking on the Browse Ideas options will take you to Klaviyo’s pre-built flow library, where you can find multiple flows for each action.

For example, you can find various flows for building customer loyalty and nurturing leads. Or, you can browse reminder email flows to keep the brand on top of your customer’s minds using strategically designed drip campaigns. 

browse more email flows in klaviyo

Again, if you are dissatisfied with all of Klaviyo’s templates, you can click “Create from Scratch” in the upper right-hand corner to create your new customized flow.

But, you will need to A/B test it and run a few test campaigns to test its efficacy truly. Amateur email marketers need not fear this option, as Klaviyo uses a template-building wizard to guide you through the process. 

Choosing A Flow From the Library

Choosing A klaviyo Flow From the Library

  • Click on Browse ideas.
  • Use the search bar to find flows.
  • You can also filter the flows based on individual eCommerce integrations. Click on the integration option and choose your eCommerce platform.
  • By default, Klaviyo only shows flows compatible with all the platforms and can send SMS and emails.
  • Scrolling down, you will find another section titled Browse by Goals. You can also find flows using this section. 

Choosing a trigger

Clicking on the create from scratch option will open a new page. Here, you will be prompted to enter the name for your email flow and attach a tag to it for easier identification.

After the christening process, Klaviyo starts a pseudo-wizard that guides you through the flow creation process. 

how to choose a trigger in klaviyo

To begin with, you have to choose a trigger that will automatically launch the campaign. You can choose from 4 different trigger options. These options are-

List 

List-triggered enters people into a flow based on which list they are added to. The most common example of list-triggered flows is a welcome email series. Welcome emails are automatically triggered whenever a new subscriber is added to your email list

Segment

Similarly, the segment trigger will activate whenever a subscriber is added to a new segment. From a customer’s perspective, segment-triggered email flows might initially not be evident.

For example, when customers choose a particular plan, they will receive guides and walkthroughs for features available in that plan. 

Metric

Metric triggers work along with the analytics tools present in Klaviyo. For example, abandoned cart, browse abandonment, post-purchase, and product review emails are all metric triggered. In addition, a single metric trigger can launch two automated email campaigns.

For example, the Placed Order metric instantly begins the post-purchase email campaigns and starts the timer for delayed product review emails. 

Date Property

Date property triggers specific emails for specific dates. These triggers are used to send appointment confirmations and reminders, birthday, anniversary, and subscription reminder emails. 

Price Drop

As the name suggests, price drop-triggered emails are launched when a particular product’s price drops by a certain percentage. Often, price drop email campaigns require an opt-in where the customer explicitly requests the brand to inform them about price drops. However, this trigger is only available for Magneto 2, BigCommerce, WooCommerce, and Shopify store integrations. 

Choose the trigger you want to use. It will open a new side panel where you will have further refine the trigger by adding extra information. 

How do these Klaviyo triggers and filters work?

Whenever your subscribers take any action, Klaviyo jumps in and compares that action with all the triggers and filters. Following the brief comparison, one of the two things will happen. 

  • If the person qualifies, they enter the flow and receive the emails or SMS scheduled for them.
  • If the person does not meet the criteria, they are filtered out, and none of the flow components will trigger any subsequent emails or SMS for them. 

To be extra cautious, Klaviyo checks the action against these triggers and filters just before the message is scheduled. If the check fails, the subscriber is automatically removed from the flow. Klaviyo repeats the checking process before every single component of the flow. 

Klaviyo triggers and filters:  Additional Components 

Triggers and filters are the funnels that bring a customer into the klaviyo flow. Flow components add that extra automated flair that enhances the functionality. Before learning how to add these components to a discharge, let’s understand the various features available to you. There are three types of elements you can enter into a Flow canvas. 

Each component also has an active status. Draft action status means you are still editing the part and tweaking the settings. During this status, the flow will not get triggered, and no one will be scheduled for that specific action. But, if you change the position of the component in an active flow, it will be skipped entirely. 

Once the settings are done, you can change the status to Manual. With manual action status on, you can test out the flow manually. It means no messages will be automatically triggered. Instead, you are responsible for checking the schedule and performing the actions one by one. Finally, the Live status indicates that the component is good to go. 

Below, you will find all the components of the flow. 

components of the klaviyo email flow

Action 

Action components perform a pre-defined or specific task after the trigger. It can be sending an email or updating customer data in their subscriber’s profile. First, you have to set the status of the active component to live, draft, or manual. 

Time 

Next, you must set a time delay between the trigger and the action or two moves. Time delays are a must-have if you schedule multiple emails and messages within the same flow. Finally, the action status can be toggled between live and manual. 

Logic

Logic components are further divided into the trigger and conditional splits. Trigger split branches the flow of the subscribers into a different direction based on specific actions of the customer. And conditional logic splits the flow into other branches based on a pre-defined set of criteria. 

Adding these components to the flow is pretty straightforward.

  • Select the component from the sidebar and drag it into the empty canvas. 
  • The component will gain a green border, indicating that it can drop in the flow. 
  • After fixing it to a flow, use the action panel to configure it by adding emails, switching on smart sends, and enabling UTM Tracking. 

example of the klaviyo flowYou can also add the time delays using a similar drag-and-drop feature. But then, you have to set the time after which the following action will be performed.

For example, in the welcome email flow, we have established a delay of 3 days after the first email is sent. And after the second email, we set another time delay of 4 days before the third and final email. Similarly, you can set time delays in minutes, hours, days, and even months. 

Time delays can be adjusted even after adding them to the flow. You need to change their action status to manual before making the changes. And, no, this change will not affect the previously scheduled actions.

But, if you need to make changes to them, you must pause the flow and fix it manually. You can also set time delays to function only on specific days of the week. It enables you to tune in on customer behaviour and strategically plan to maximize the engagement rate of the email. 

Updating Action Statuses under Klaviyo Flow

how to update action status in klaviyo flows

To finish the flow, you must change all action statuses to live. You can manually convert all the action statuses of individual components. But, this process is cumbersome for longer and more complicated flows.

To easily convert all action statuses, go to the flow builder’s upper right corner and click on Update Action Statuses. Then, select the status from the drop-down menu. Remember, once you choose Live, the whole flow instantly becomes live. 

Review the Klaviyo Flow Analytics 

Review Flow Analytics in klaviyo

Building and launching a flow is accessible. However, the key to unlocking the true potential of the flow lies in understanding its performance analytics. 

  • Open the flow builder and select the flow you want to analyze.
  • Click on Show Analytics on the overhead menu to open the performance page. 
  • Here, you will find all the essential metrics relating to that specific flow. 
  • The timeframe for these performances can also be adjusted. 
  • Clicking on the View All option open another report which displays all the recipient activity. 
  • If you notice a drop in the performance of your flow, you can click on the Cancel All option to remove all the messages. Or, you can individually select the messages and click on Cancel. 

 

Klaviyo flow best practices

There is no denying that these flows can be great for customer engagement. But they’re only as effective as the strategy behind them. Here are some tips to make sure your flows are optimized for success:

Set Clear Goals

Decide what you want to achieve with each flow. Do you want to increase sales, retain customers, or drive more traffic to your website? Your goals will help design the right branches and content for each flow. They can also determine when a flow should conclude – understanding when the desired action is taken can help you prevent overloading customers with superfluous emails.

Create Simple Branches

Implementing purchaser/non-purchaser branches within your  flows can significantly enhance the personalisation of your messaging. For instance, for purchasers, consider a ‘Thank You’ flow with suggestions for complementary products. For non-purchasers, a different flow could gently nudge them towards conversion, perhaps offering a small discount or highlighting reviews from satisfied customers.

Optimize Flows Regularly

Just like any other marketing strategy, these flows should not be ‘set and forget’. Monitor the performance of your flows over a set period of time. Use this data to perform regular optimisations, tweaking the messaging, design, or branch logic as necessary. A/B testing will come handy here, allowing you to experiment with varying flow versions to pinpoint which resonates most with your audience.

Think About Multiple Channels

While email is a powerful tool for customer engagement, it’s not the only channel at your disposal. Consider leveraging SMS or push notifications in your flows. Such channels can be used to reach customers at different stages of the buying cycle, or to deliver different content types. For example, SMS could be used for urgent messages or time-limited offers.

Introduce New Segments

As your customer base grows and evolves, so should your segmentation strategy. Regularly adding new segments to your  flows allows you to handle changes in customer behaviour and keeps messaging relevant. For instance, you might introduce a segment for repeat customers, offering them exclusive deals as a reward for their loyalty. Alternatively, a segment targeting seasonal shoppers could be added during key retail periods like Christmas or Black Friday.

Experimenting With Promotions

An effective way to stimulate customer interest and increase sales, promotions can attract new customers and reward existing ones. For instance, you can incentivize first-time purchasers with an initial purchase discount. For existing customers, perhaps a referral discount program can be a win-win. Regularly create flows for different promotional strategies, and carefully monitor the results. With Klaviyo’s analytics, every campaign is an opportunity to learn more about your audience.

Conclusion 

Going through this guide, you must feel confident about creating excellent email flows in Klaviyo. That’s pretty amazing, but you need to curb your enthusiasm. While the flow creation process is easy, the initial data analysis and post-launch optimization stages are challenging.

Therefore, if you are pretty new to email marketing, we suggest you outsource this process to an established email marketing company. Then, once the Klaviyo flows are correctly set, they will be raking in higher engagements and click rates throughout their lifespan. 

About Author

Chris sent his first email campaign in 1995. He’s worked directly with Fortune 500 companies, retail giants, nonprofits, SMBs and government agencies in all facets of their email marketing and marketing automation programs. He’s also a BIG baseball fan, loves a good steak, and is mildly obsessed with zombie movies. For more information follow him on linkedin

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