The Klaviyo flows every store should have running

Flows do the quiet work

One-off campaigns get the attention, but automated flows are where lifecycle email earns its reputation. A flow is triggered by behaviour, runs continuously without you touching it, and reaches each customer at the right moment in their journey. Set up well once, these flows generate revenue every day in the background. These are the ones to build first.

1. The welcome series

Triggered when someone subscribes, the welcome series is your first impression and one of the highest-engagement moments you get. Use it to introduce the brand, set expectations, deliver any signup incentive, and gently move a new subscriber toward a first purchase. People are never more interested than right after they opt in, so do not waste the moment on a single thin email.

2. Abandoned checkout

Triggered when someone starts checkout but does not finish, this flow recovers sales that were nearly made. The intent is already there, the customer simply got interrupted, distracted or hesitant. A well-timed reminder, ideally with the items they left and a clear path back, recovers a meaningful share of otherwise lost orders. For most stores this is the single highest-value flow to get right.

3. Browse abandonment

A step earlier than checkout, browse abandonment triggers when someone views products but does not add to cart. The intent is softer, so the tone should be lighter, more helpful than salesy. It catches interested shoppers who were not quite ready and keeps your products front of mind.

4. Post-purchase

The moment after someone buys is one of the most valuable and most neglected. A post-purchase flow confirms the order, sets delivery expectations, and then builds the relationship, with care tips, how-to content, review requests and a natural path to a next purchase. It turns one-time buyers into repeat customers, which is where real profitability lives.

5. Winback

Triggered when a customer has not purchased for a defined period, the winback flow re-engages people who have drifted. It is far cheaper to recover an existing customer than to acquire a new one, and a thoughtful winback, a reminder, a reason to return, sometimes an incentive, brings a portion of lapsed customers back to life.

6. Back in stock

When a product sells out, interested buyers do not have to vanish. A back-in-stock flow lets people request a notification and triggers automatically when the item returns. It captures demand you would otherwise lose and reaches customers with perfect timing, exactly when they can finally buy.

Build them in order

You do not need all of these live on day one. If you are starting from nothing, the highest-impact order is usually abandoned checkout first, then the welcome series, then post-purchase, then the rest. Get the core flows running and segmented properly, and they will quietly outperform a great deal of your campaign effort for a fraction of the ongoing work.