![8 Essential Klaviyo Flows to Boost Customer Loyalty](https://framerusercontent.com/images/CbnzYVmCoSMNySOSwm4myvgjk.png)
Blog
July 4, 2024
8 Essential Klaviyo Flows to Boost Customer Loyalty
![8 Essential Klaviyo Flows to Boost Customer Loyalty](https://framerusercontent.com/images/CbnzYVmCoSMNySOSwm4myvgjk.png)
Blog
July 4, 2024
8 Essential Klaviyo Flows to Boost Customer Loyalty
![8 Essential Klaviyo Flows to Boost Customer Loyalty](https://framerusercontent.com/images/CbnzYVmCoSMNySOSwm4myvgjk.png)
Blog
July 4, 2024
8 Essential Klaviyo Flows to Boost Customer Loyalty
Flows are the foundation of your Klaviyo account. They turn leads into buyers, & buyers into loyal fans. Add these 8 to your email stack.
Email flows are automated sequences that send based on ‘triggers’.
These can be actions your subscribers take on your website (e.g. abandoning their carts) or engagement with your brand (e.g. buying then not purchasing for a while).
They’re automatic. Once set up, you need to optimise them. They’ll sit there & turn prospects into first-time buyers, and nurture those into loyal, repeat customers.
This blog aims to explore the eight most effective Klaviyo flows that can significantly enhance customer loyalty.
Section 1: Welcome Series
Description
A Welcome Series is a sequence of emails sent to new subscribers to introduce them to your brand and build a foundation for a long-term relationship. This flow is the first interaction with new customers and sets the tone for all future communications, making it a crucial component of your email marketing strategy.
Goal
Make Their First Purchase: Encourage new subscribers to make their first purchase with attractive offers and incentives.
Introduce Your Brand: Provide an engaging introduction to your brand, highlighting your unique selling points and values.
Building Trust: Establish credibility and build trust with new subscribers by sharing customer testimonials and positive reviews.
Flow Stats
Welcome emails generate 4 times the open rate and 5 times the click rate compared to other marketing emails. This shows their effectiveness in capturing initial interest and driving engagement right from the start of the customer journey (Klaviyo).
![Welcome Strategy.png – A structured email sequence for welcoming new subscribers, including a resend to non-engagers, bestsellers showcase, and discount urgency.](https://framerusercontent.com/images/ve0nT3GSKOwNqYZbZaXcn8f2M.png)
Want to perfect your welcome flow? Check out these 18 Welcome Series Email Examples That Build Trust and Drive Engagement.
Examples
![Welcome 1.jpeg – A welcome email for a new subscriber, featuring a brand introduction, a personal note from the founder, and an exclusive discount.](https://framerusercontent.com/images/V7MZPHYGLURcyhdh9S90mcXFRc.jpeg)
![Welcome 2.jpeg – A second welcome email example showcasing brand introduction, product highlights, and an incentive to drive first-time purchases.](https://framerusercontent.com/images/rJA1JobNU11WI4O88HbIYZiVGk.jpeg)
Section 2: Abandoned Cart
Description
69% of e-commerce carts are abandoned. It’s one of the biggest problems in eCommerce & causes a lot of revenue leakage. Abandoned Cart emails are sent to remind customers about items left in their carts. They help us recover lost sales by nudging customers to complete their purchases.
Note: in Klaviyo the ‘abandoned cart’ is actually an ‘abandoned checkout’, given it takes the trigger ‘checkout started’. Ensure you add the ‘added to cart’ metric to your store code & create a true abandoned cart with the below strategy.
Goal
Recover Lost Sales: Remind customers of the items they left in their cart to encourage them to complete their purchases.
Address Purchase Hesitations: Highlight product benefits and offer incentives to overcome any potential barriers to purchase.
Create a Sense of Urgency: Use limited-time offers to prompt customers to act quickly and finalize their purchase.
Flow Stats
Abandoned checkout email flows generated average revenue of $3.53 per recipient—the highest across all email marketing campaigns and flows. This highlights the crucial role of timely reminders in recovering potentially lost sales and encouraging customers to complete their purchases (Klaviyo).
*The below strategy is split by prospects (who receive a discount) & customers (who do not).
Strategy - Prospects
![Abandoned Cart Strategy - Prospects.png – A detailed email sequence for cart abandonment targeting prospects, using discounts and urgency tactics.](https://framerusercontent.com/images/iTet5FYQXtrHlso8FlFPLKgsG8.png)
Strategy - Customers
![Abandoned Cart Strategy - Customers.png – A structured abandoned cart email strategy for existing customers, including time delays and personalised recommendations.](https://framerusercontent.com/images/DWFLmVpTWmFHcDov2HcaHXye0k.png)
Need help to optimise this? Read Klaviyo’s SMS Abandoned Cart: The Ultimate Guide.
Examples
![Abandoned Cart 1.jpeg – A bold, high-contrast abandoned cart email featuring a playful and engaging design with strong CTAs to complete the purchase.](https://framerusercontent.com/images/SkXaraFKg5TJC1bAxqak46vTo40.jpeg)
![Abandoned Cart 2.jpeg – A softer, lifestyle-focused abandoned cart email with a friendly tone, showcasing related products to encourage checkout.](https://framerusercontent.com/images/G0FMV4ddJOtNdp2636P7JZbtCM.jpeg)
Section 3: Browse Abandonment
Description
Browse Abandonment emails are sent to visitors who viewed products but didn't add them to the cart. This flow aims to re-engage potential customers by reminding them of their interest and encouraging them to return to your site.
Goal
Re-engage Potential Customers: Remind visitors of the products they viewed but didn't add to the cart, rekindling their interest.
Convert Casual Browsers into Buyers: Transform visitors who were casually browsing into actual buyers by reigniting their initial interest.
Drive Traffic Back to the Site: Encourage recipients to revisit the website, potentially leading to a purchase or further exploration of other products.
Flow Stats
Browse abandonment emails drive conversions at a rate of 0.96%, compared to the 0.10% conversion rate of the average email campaign. This indicates that these reminders are effective in re-engaging visitors and driving them back to the site to potentially complete their purchase (Klaviyo).
*The below strategy is split by prospects (who receive a discount) & customers (who do not).
Strategy - Prospects
![Browse Abandonment Strategy - Prospects.png – A segmentation-based browse abandonment strategy tailored to first-time visitors, integrating personalised recommendations.](https://framerusercontent.com/images/51Tz9VOrdQXil4F6YFvPYRSm2z4.png)
Strategy - Customers
![Browse Abandonment Strategy - Customer.png – A structured email flow for browse abandonment targeting returning customers, emphasising product value.](https://framerusercontent.com/images/e0f38thlYNOKPAY7dBGzAhDkXYo.png)
Want inspiration? See 12 Browse Abandonment Email Examples to Win Back Shoppers.
Examples
![Browse Abandonment 1.jpeg – A visually appealing browse abandonment email, showcasing a previously viewed product with a compelling CTA.](https://framerusercontent.com/images/M4xSJzLfGmrMpwnqvionRywOE.jpeg)
Section 4: Abandoned Checkout
Description
Abandoned Checkout emails are sent to customers who began the checkout process but didn’t complete it. This flow aims to recover sales by addressing potential checkout issues and encouraging completion.
Goal
Recover Lost Sales: Remind customers who began the checkout process but didn’t complete it, encouraging them to finalize their purchase.
Address Checkout Issues: Offer assistance to resolve any potential issues or questions that may have prevented the purchase.
Create Urgency: Provide a final reminder with a potential incentive to prompt customers to complete their checkout.
Flow Stats
Similar to abandoned cart. These are immensely important in nudging customers back towards completing their purchases, thus significantly boosting conversion rates.
*The below strategy is split by prospects (who receive a discount) & customers (who do not).
Strategy - Prospects
![Abandoned Checkout Strategy - Prospects.png – A strategic email sequence for prospects abandoning checkout, incorporating reminders, incentives, and urgency.](https://framerusercontent.com/images/o0zObTYran5PqR0mQ9POskReTnw.png)
Strategy - Customers
![Abandoned Checkout Strategy - Customers.png – A step-by-step approach to abandoned checkout emails for customers, focusing on reassurance and social proof.](https://framerusercontent.com/images/OLGGw6Tv3LGOdKJINf2f3ZtY.png)
Optimise abandoned flows with 10 Essential A/B Tests to Boost Email Conversions.
Examples
![Abandoned Checkout 1.jpeg – A clean and minimal abandoned checkout email, reminding users of their nearly completed purchase with a strong CTA.](https://framerusercontent.com/images/meIJHS2Xm7yUAmyyYNKE0QquBbE.jpeg)
Section 5: Post Purchase (New Customer)
Description
Post Purchase emails are sent to customers after their first purchase to thank them and encourage future engagement. This flow helps in building loyalty and ensuring that the first-time buyer returns for more.
Goal
Build Customer Loyalty: Thank new customers for their purchase and foster a positive post-purchase experience.
Encourage Repeat Purchases: Suggest related or complementary products to drive additional sales.
Provide Value: Offer product care tips and other useful information to enhance customer satisfaction.
Flow Stats
Post-purchase emails have an average click rate of 3.97% (17% higher than the average email campaign). This high level of engagement helps in building customer loyalty and encouraging repeat purchases by providing useful information and offers (Klaviyo).
Strategy
![Post Purchase - New customer Strategy.png – A structured email sequence for post-purchase engagement of new customers, including a thank-you email, social connection prompts, and discount offers.](https://framerusercontent.com/images/Gf7Oyc2Y3gSTzb5ymlXpQ3PbnJk.png)
Get inspired with 10 Post-Purchase Email Examples to Boost Customer Loyalty.
Examples
![Post Purchase - New customer 1.jpeg – A thank-you email for a new customer, welcoming them post-purchase and providing order details, FAQs, and support links.](https://framerusercontent.com/images/1Kt0TVD8ZkhQUgWGn4ZNdWYzA.jpeg)
![Post Purchase - New customer 2.jpeg – A follow-up email for a new customer, reinforcing product benefits, sharing usage tips, and encouraging social engagement.](https://framerusercontent.com/images/vYTDGx54B52vBAATIpEs8p4oetw.jpeg)
Section 6: Post Purchase (Repeat Customer)
Description
Post Purchase emails for repeat customers are sent to thank them for their continued support and further deepen the relationship. This flow focuses on showing appreciation and providing additional value to loyal customers.
Goal
Reinforce Loyalty: Show appreciation to returning customers with exclusive offers and personaliSed content.
Strengthen Customer Bonds: Invite repeat customers to join a VIP or loyalty program.
Gather Feedback: Request feedback to understand customer satisfaction and improve future experiences.
Flow Stats
Emails targeting repeat customers can see conversion rates up to 9 times higher than those targeting first-time shoppers. This emphasises the value of nurturing existing customers who are more likely to make additional purchases (Nosto).
Strategy
![Post Purchase - Repeating Customer Strategy.png – A structured post-purchase strategy table for repeat customers, outlining thank-you emails, incentives, and cross-sell promotions.](https://framerusercontent.com/images/0ZHvHbKEz4F4eOwaWDmSYDfuCw.png)
Leverage retention strategies from Customer Lifetime Value in Marketing: Strategies to Maximise ROI.
Examples
![Post Purchase - Repeating Customer 1.jpeg – A loyalty-focused email for a returning customer, thanking them for their repeat purchase and reinforcing brand connection.](https://framerusercontent.com/images/vEDe2rmyjK08MlXJsxkgU0vsrk.jpeg)
![Post Purchase - Repeating Customer 2.jpeg – A personalized email for a returning customer, featuring product recommendations and engagement opportunities.](https://framerusercontent.com/images/7F9RViebH5s5tjtIKe3FjQEhppg.jpeg)
Section 7: Winback
Description
Winback emails are sent to inactive customers to re-engage them and encourage a return purchase. This flow aims to recover lapsed customers and bring them back into your active customer base.
Goal
Re-engage Inactive Customers: Reach out to lapsed customers with personalised messages and special offers.
Spark New Interest: Inform inactive customers about new products or updates they might be interested in.
Recover Lost Customers: Make a final attempt to re-engage with a compelling offer or discount.
Flow Stats
45% of subscribers who receive a win-back email will open future emails from your brand. These emails are crucial for re-engaging inactive customers and bringing them back to make another purchase (Klaviyo).
Strategy
![Winback Strategy.png – A table outlining the strategy for a Winback email sequence, including three steps: a playful "We've Missed You" email with a discount, a last-chance reminder, and a final extended discount email with urgency and bestsellers.](https://framerusercontent.com/images/8jMUhda8M404bmHgqrhxtTkZeYQ.png)
Discover Winback Flow: 6 Tips To Re-engage Lapsed Customers.
Examples
![Winback.jpeg – A win-back email example featuring a structured layout that aims to re-engage inactive customers with a discount and urgency-driven messaging.](https://framerusercontent.com/images/J1jtqnbi0NdEUy5tPhH10NNsg30.jpeg)
Section 8: Price Drop
Description
Price Drop emails are sent to notify customers about price reductions on products they viewed or expressed interest in. This flow aims to encourage purchases by highlighting cost savings.
Goal
Highlight Cost Savings: Inform customers about the price reduction on products they viewed to encourage purchases.
Create Urgency: Use limited-time offers to prompt quick action and conversions.
Enhance Credibility: Reinforce the value with customer reviews and reminders of the price drop.
Strategy
![Price Drop Strategy.png – A structured table outlining the sequencing of price drop emails, including notification timing and urgency-driven messaging.](https://framerusercontent.com/images/5Jt0y2ldf9rV9GkSs5PcYX93ux0.png)
Maximise impact with Klaviyo Predictive Analytics: AI Guide & 3 Use Cases.
Examples
![Price Drop 1.jpeg – A price drop alert email notifying customers about a discount on a product they previously viewed, emphasizing urgency.](https://framerusercontent.com/images/exfphC2ksyIkoWDGsRgaj10Xdyc.jpeg)
Flow A/B Testing
Great marketers are great at testing. It’s about maximising your KPIs.
A/B testing involves experimenting with different variations of email content and timing to optimise performance. This process helps identify the most effective strategies for engaging and converting your audience.
By testing different elements such as subject lines, images, and call-to-actions, you can refine your email marketing approach and maximise results.
Key Tests to Run On Flows
Time Delay: Test different delays between emails (e.g., 1 hour vs. 24 hours) to find the optimal timing for engagement and conversion.
Subject Lines: Experiment with various subject lines to determine which generates the highest open rates, testing different tones, lengths, and personalization techniques.
Product Showcases: Test featuring different products or services in your emails to see which ones drive the most clicks and conversions.
Call-to-Actions (CTAs): Test different CTA phrases, button designs, and placements to see which combinations drive the highest click-through rates.
Email Layout: Experiment with different email layouts and designs to determine which formats are more visually appealing and drive higher engagement.
Personalization: Test various levels of personalization, such as using the recipient's name, location, or past purchase history, to see how it impacts engagement and conversions.
Images vs. No Images: Test emails with images versus text-only emails to determine which format resonates more with your audience.
Email Length: Experiment with different email lengths, from short and concise to longer, detailed emails, to see which performs better in terms of engagement and conversion.
Discount Offers: Test different types of discount offers (percentage off, dollar off, free shipping) to see which incentives drive the most sales.
Send Time: Test sending emails at different times of day and days of the week to find the optimal time for reaching your audience and maximizing engagement.
Conclusion
Implementing these eight essential Klaviyo flows can significantly enhance your customer loyalty and drive long-term business growth.
Each flow is designed to address specific touchpoints in the customer journey, from welcoming new subscribers to re-engaging inactive customers.
By leveraging these automated sequences, you can ensure consistent engagement, recover lost sales, and foster deeper relationships with your customers.
Want to learn more about flows?
Grab your free audit today & we’ll help you find the hidden revenue in your account.
Email flows are automated sequences that send based on ‘triggers’.
These can be actions your subscribers take on your website (e.g. abandoning their carts) or engagement with your brand (e.g. buying then not purchasing for a while).
They’re automatic. Once set up, you need to optimise them. They’ll sit there & turn prospects into first-time buyers, and nurture those into loyal, repeat customers.
This blog aims to explore the eight most effective Klaviyo flows that can significantly enhance customer loyalty.
Section 1: Welcome Series
Description
A Welcome Series is a sequence of emails sent to new subscribers to introduce them to your brand and build a foundation for a long-term relationship. This flow is the first interaction with new customers and sets the tone for all future communications, making it a crucial component of your email marketing strategy.
Goal
Make Their First Purchase: Encourage new subscribers to make their first purchase with attractive offers and incentives.
Introduce Your Brand: Provide an engaging introduction to your brand, highlighting your unique selling points and values.
Building Trust: Establish credibility and build trust with new subscribers by sharing customer testimonials and positive reviews.
Flow Stats
Welcome emails generate 4 times the open rate and 5 times the click rate compared to other marketing emails. This shows their effectiveness in capturing initial interest and driving engagement right from the start of the customer journey (Klaviyo).
![Welcome Strategy.png – A structured email sequence for welcoming new subscribers, including a resend to non-engagers, bestsellers showcase, and discount urgency.](https://framerusercontent.com/images/ve0nT3GSKOwNqYZbZaXcn8f2M.png)
Want to perfect your welcome flow? Check out these 18 Welcome Series Email Examples That Build Trust and Drive Engagement.
Examples
![Welcome 1.jpeg – A welcome email for a new subscriber, featuring a brand introduction, a personal note from the founder, and an exclusive discount.](https://framerusercontent.com/images/V7MZPHYGLURcyhdh9S90mcXFRc.jpeg)
![Welcome 2.jpeg – A second welcome email example showcasing brand introduction, product highlights, and an incentive to drive first-time purchases.](https://framerusercontent.com/images/rJA1JobNU11WI4O88HbIYZiVGk.jpeg)
Section 2: Abandoned Cart
Description
69% of e-commerce carts are abandoned. It’s one of the biggest problems in eCommerce & causes a lot of revenue leakage. Abandoned Cart emails are sent to remind customers about items left in their carts. They help us recover lost sales by nudging customers to complete their purchases.
Note: in Klaviyo the ‘abandoned cart’ is actually an ‘abandoned checkout’, given it takes the trigger ‘checkout started’. Ensure you add the ‘added to cart’ metric to your store code & create a true abandoned cart with the below strategy.
Goal
Recover Lost Sales: Remind customers of the items they left in their cart to encourage them to complete their purchases.
Address Purchase Hesitations: Highlight product benefits and offer incentives to overcome any potential barriers to purchase.
Create a Sense of Urgency: Use limited-time offers to prompt customers to act quickly and finalize their purchase.
Flow Stats
Abandoned checkout email flows generated average revenue of $3.53 per recipient—the highest across all email marketing campaigns and flows. This highlights the crucial role of timely reminders in recovering potentially lost sales and encouraging customers to complete their purchases (Klaviyo).
*The below strategy is split by prospects (who receive a discount) & customers (who do not).
Strategy - Prospects
![Abandoned Cart Strategy - Prospects.png – A detailed email sequence for cart abandonment targeting prospects, using discounts and urgency tactics.](https://framerusercontent.com/images/iTet5FYQXtrHlso8FlFPLKgsG8.png)
Strategy - Customers
![Abandoned Cart Strategy - Customers.png – A structured abandoned cart email strategy for existing customers, including time delays and personalised recommendations.](https://framerusercontent.com/images/DWFLmVpTWmFHcDov2HcaHXye0k.png)
Need help to optimise this? Read Klaviyo’s SMS Abandoned Cart: The Ultimate Guide.
Examples
![Abandoned Cart 1.jpeg – A bold, high-contrast abandoned cart email featuring a playful and engaging design with strong CTAs to complete the purchase.](https://framerusercontent.com/images/SkXaraFKg5TJC1bAxqak46vTo40.jpeg)
![Abandoned Cart 2.jpeg – A softer, lifestyle-focused abandoned cart email with a friendly tone, showcasing related products to encourage checkout.](https://framerusercontent.com/images/G0FMV4ddJOtNdp2636P7JZbtCM.jpeg)
Section 3: Browse Abandonment
Description
Browse Abandonment emails are sent to visitors who viewed products but didn't add them to the cart. This flow aims to re-engage potential customers by reminding them of their interest and encouraging them to return to your site.
Goal
Re-engage Potential Customers: Remind visitors of the products they viewed but didn't add to the cart, rekindling their interest.
Convert Casual Browsers into Buyers: Transform visitors who were casually browsing into actual buyers by reigniting their initial interest.
Drive Traffic Back to the Site: Encourage recipients to revisit the website, potentially leading to a purchase or further exploration of other products.
Flow Stats
Browse abandonment emails drive conversions at a rate of 0.96%, compared to the 0.10% conversion rate of the average email campaign. This indicates that these reminders are effective in re-engaging visitors and driving them back to the site to potentially complete their purchase (Klaviyo).
*The below strategy is split by prospects (who receive a discount) & customers (who do not).
Strategy - Prospects
![Browse Abandonment Strategy - Prospects.png – A segmentation-based browse abandonment strategy tailored to first-time visitors, integrating personalised recommendations.](https://framerusercontent.com/images/51Tz9VOrdQXil4F6YFvPYRSm2z4.png)
Strategy - Customers
![Browse Abandonment Strategy - Customer.png – A structured email flow for browse abandonment targeting returning customers, emphasising product value.](https://framerusercontent.com/images/e0f38thlYNOKPAY7dBGzAhDkXYo.png)
Want inspiration? See 12 Browse Abandonment Email Examples to Win Back Shoppers.
Examples
![Browse Abandonment 1.jpeg – A visually appealing browse abandonment email, showcasing a previously viewed product with a compelling CTA.](https://framerusercontent.com/images/M4xSJzLfGmrMpwnqvionRywOE.jpeg)
Section 4: Abandoned Checkout
Description
Abandoned Checkout emails are sent to customers who began the checkout process but didn’t complete it. This flow aims to recover sales by addressing potential checkout issues and encouraging completion.
Goal
Recover Lost Sales: Remind customers who began the checkout process but didn’t complete it, encouraging them to finalize their purchase.
Address Checkout Issues: Offer assistance to resolve any potential issues or questions that may have prevented the purchase.
Create Urgency: Provide a final reminder with a potential incentive to prompt customers to complete their checkout.
Flow Stats
Similar to abandoned cart. These are immensely important in nudging customers back towards completing their purchases, thus significantly boosting conversion rates.
*The below strategy is split by prospects (who receive a discount) & customers (who do not).
Strategy - Prospects
![Abandoned Checkout Strategy - Prospects.png – A strategic email sequence for prospects abandoning checkout, incorporating reminders, incentives, and urgency.](https://framerusercontent.com/images/o0zObTYran5PqR0mQ9POskReTnw.png)
Strategy - Customers
![Abandoned Checkout Strategy - Customers.png – A step-by-step approach to abandoned checkout emails for customers, focusing on reassurance and social proof.](https://framerusercontent.com/images/OLGGw6Tv3LGOdKJINf2f3ZtY.png)
Optimise abandoned flows with 10 Essential A/B Tests to Boost Email Conversions.
Examples
![Abandoned Checkout 1.jpeg – A clean and minimal abandoned checkout email, reminding users of their nearly completed purchase with a strong CTA.](https://framerusercontent.com/images/meIJHS2Xm7yUAmyyYNKE0QquBbE.jpeg)
Section 5: Post Purchase (New Customer)
Description
Post Purchase emails are sent to customers after their first purchase to thank them and encourage future engagement. This flow helps in building loyalty and ensuring that the first-time buyer returns for more.
Goal
Build Customer Loyalty: Thank new customers for their purchase and foster a positive post-purchase experience.
Encourage Repeat Purchases: Suggest related or complementary products to drive additional sales.
Provide Value: Offer product care tips and other useful information to enhance customer satisfaction.
Flow Stats
Post-purchase emails have an average click rate of 3.97% (17% higher than the average email campaign). This high level of engagement helps in building customer loyalty and encouraging repeat purchases by providing useful information and offers (Klaviyo).
Strategy
![Post Purchase - New customer Strategy.png – A structured email sequence for post-purchase engagement of new customers, including a thank-you email, social connection prompts, and discount offers.](https://framerusercontent.com/images/Gf7Oyc2Y3gSTzb5ymlXpQ3PbnJk.png)
Get inspired with 10 Post-Purchase Email Examples to Boost Customer Loyalty.
Examples
![Post Purchase - New customer 1.jpeg – A thank-you email for a new customer, welcoming them post-purchase and providing order details, FAQs, and support links.](https://framerusercontent.com/images/1Kt0TVD8ZkhQUgWGn4ZNdWYzA.jpeg)
![Post Purchase - New customer 2.jpeg – A follow-up email for a new customer, reinforcing product benefits, sharing usage tips, and encouraging social engagement.](https://framerusercontent.com/images/vYTDGx54B52vBAATIpEs8p4oetw.jpeg)
Section 6: Post Purchase (Repeat Customer)
Description
Post Purchase emails for repeat customers are sent to thank them for their continued support and further deepen the relationship. This flow focuses on showing appreciation and providing additional value to loyal customers.
Goal
Reinforce Loyalty: Show appreciation to returning customers with exclusive offers and personaliSed content.
Strengthen Customer Bonds: Invite repeat customers to join a VIP or loyalty program.
Gather Feedback: Request feedback to understand customer satisfaction and improve future experiences.
Flow Stats
Emails targeting repeat customers can see conversion rates up to 9 times higher than those targeting first-time shoppers. This emphasises the value of nurturing existing customers who are more likely to make additional purchases (Nosto).
Strategy
![Post Purchase - Repeating Customer Strategy.png – A structured post-purchase strategy table for repeat customers, outlining thank-you emails, incentives, and cross-sell promotions.](https://framerusercontent.com/images/0ZHvHbKEz4F4eOwaWDmSYDfuCw.png)
Leverage retention strategies from Customer Lifetime Value in Marketing: Strategies to Maximise ROI.
Examples
![Post Purchase - Repeating Customer 1.jpeg – A loyalty-focused email for a returning customer, thanking them for their repeat purchase and reinforcing brand connection.](https://framerusercontent.com/images/vEDe2rmyjK08MlXJsxkgU0vsrk.jpeg)
![Post Purchase - Repeating Customer 2.jpeg – A personalized email for a returning customer, featuring product recommendations and engagement opportunities.](https://framerusercontent.com/images/7F9RViebH5s5tjtIKe3FjQEhppg.jpeg)
Section 7: Winback
Description
Winback emails are sent to inactive customers to re-engage them and encourage a return purchase. This flow aims to recover lapsed customers and bring them back into your active customer base.
Goal
Re-engage Inactive Customers: Reach out to lapsed customers with personalised messages and special offers.
Spark New Interest: Inform inactive customers about new products or updates they might be interested in.
Recover Lost Customers: Make a final attempt to re-engage with a compelling offer or discount.
Flow Stats
45% of subscribers who receive a win-back email will open future emails from your brand. These emails are crucial for re-engaging inactive customers and bringing them back to make another purchase (Klaviyo).
Strategy
![Winback Strategy.png – A table outlining the strategy for a Winback email sequence, including three steps: a playful "We've Missed You" email with a discount, a last-chance reminder, and a final extended discount email with urgency and bestsellers.](https://framerusercontent.com/images/8jMUhda8M404bmHgqrhxtTkZeYQ.png)
Discover Winback Flow: 6 Tips To Re-engage Lapsed Customers.
Examples
![Winback.jpeg – A win-back email example featuring a structured layout that aims to re-engage inactive customers with a discount and urgency-driven messaging.](https://framerusercontent.com/images/J1jtqnbi0NdEUy5tPhH10NNsg30.jpeg)
Section 8: Price Drop
Description
Price Drop emails are sent to notify customers about price reductions on products they viewed or expressed interest in. This flow aims to encourage purchases by highlighting cost savings.
Goal
Highlight Cost Savings: Inform customers about the price reduction on products they viewed to encourage purchases.
Create Urgency: Use limited-time offers to prompt quick action and conversions.
Enhance Credibility: Reinforce the value with customer reviews and reminders of the price drop.
Strategy
![Price Drop Strategy.png – A structured table outlining the sequencing of price drop emails, including notification timing and urgency-driven messaging.](https://framerusercontent.com/images/5Jt0y2ldf9rV9GkSs5PcYX93ux0.png)
Maximise impact with Klaviyo Predictive Analytics: AI Guide & 3 Use Cases.
Examples
![Price Drop 1.jpeg – A price drop alert email notifying customers about a discount on a product they previously viewed, emphasizing urgency.](https://framerusercontent.com/images/exfphC2ksyIkoWDGsRgaj10Xdyc.jpeg)
Flow A/B Testing
Great marketers are great at testing. It’s about maximising your KPIs.
A/B testing involves experimenting with different variations of email content and timing to optimise performance. This process helps identify the most effective strategies for engaging and converting your audience.
By testing different elements such as subject lines, images, and call-to-actions, you can refine your email marketing approach and maximise results.
Key Tests to Run On Flows
Time Delay: Test different delays between emails (e.g., 1 hour vs. 24 hours) to find the optimal timing for engagement and conversion.
Subject Lines: Experiment with various subject lines to determine which generates the highest open rates, testing different tones, lengths, and personalization techniques.
Product Showcases: Test featuring different products or services in your emails to see which ones drive the most clicks and conversions.
Call-to-Actions (CTAs): Test different CTA phrases, button designs, and placements to see which combinations drive the highest click-through rates.
Email Layout: Experiment with different email layouts and designs to determine which formats are more visually appealing and drive higher engagement.
Personalization: Test various levels of personalization, such as using the recipient's name, location, or past purchase history, to see how it impacts engagement and conversions.
Images vs. No Images: Test emails with images versus text-only emails to determine which format resonates more with your audience.
Email Length: Experiment with different email lengths, from short and concise to longer, detailed emails, to see which performs better in terms of engagement and conversion.
Discount Offers: Test different types of discount offers (percentage off, dollar off, free shipping) to see which incentives drive the most sales.
Send Time: Test sending emails at different times of day and days of the week to find the optimal time for reaching your audience and maximizing engagement.
Conclusion
Implementing these eight essential Klaviyo flows can significantly enhance your customer loyalty and drive long-term business growth.
Each flow is designed to address specific touchpoints in the customer journey, from welcoming new subscribers to re-engaging inactive customers.
By leveraging these automated sequences, you can ensure consistent engagement, recover lost sales, and foster deeper relationships with your customers.
Want to learn more about flows?
Grab your free audit today & we’ll help you find the hidden revenue in your account.
Flows are the foundation of your Klaviyo account. They turn leads into buyers, & buyers into loyal fans. Add these 8 to your email stack.
Email flows are automated sequences that send based on ‘triggers’.
These can be actions your subscribers take on your website (e.g. abandoning their carts) or engagement with your brand (e.g. buying then not purchasing for a while).
They’re automatic. Once set up, you need to optimise them. They’ll sit there & turn prospects into first-time buyers, and nurture those into loyal, repeat customers.
This blog aims to explore the eight most effective Klaviyo flows that can significantly enhance customer loyalty.
Section 1: Welcome Series
Description
A Welcome Series is a sequence of emails sent to new subscribers to introduce them to your brand and build a foundation for a long-term relationship. This flow is the first interaction with new customers and sets the tone for all future communications, making it a crucial component of your email marketing strategy.
Goal
Make Their First Purchase: Encourage new subscribers to make their first purchase with attractive offers and incentives.
Introduce Your Brand: Provide an engaging introduction to your brand, highlighting your unique selling points and values.
Building Trust: Establish credibility and build trust with new subscribers by sharing customer testimonials and positive reviews.
Flow Stats
Welcome emails generate 4 times the open rate and 5 times the click rate compared to other marketing emails. This shows their effectiveness in capturing initial interest and driving engagement right from the start of the customer journey (Klaviyo).
![Welcome Strategy.png – A structured email sequence for welcoming new subscribers, including a resend to non-engagers, bestsellers showcase, and discount urgency.](https://framerusercontent.com/images/ve0nT3GSKOwNqYZbZaXcn8f2M.png)
Want to perfect your welcome flow? Check out these 18 Welcome Series Email Examples That Build Trust and Drive Engagement.
Examples
![Welcome 1.jpeg – A welcome email for a new subscriber, featuring a brand introduction, a personal note from the founder, and an exclusive discount.](https://framerusercontent.com/images/V7MZPHYGLURcyhdh9S90mcXFRc.jpeg)
![Welcome 2.jpeg – A second welcome email example showcasing brand introduction, product highlights, and an incentive to drive first-time purchases.](https://framerusercontent.com/images/rJA1JobNU11WI4O88HbIYZiVGk.jpeg)
Section 2: Abandoned Cart
Description
69% of e-commerce carts are abandoned. It’s one of the biggest problems in eCommerce & causes a lot of revenue leakage. Abandoned Cart emails are sent to remind customers about items left in their carts. They help us recover lost sales by nudging customers to complete their purchases.
Note: in Klaviyo the ‘abandoned cart’ is actually an ‘abandoned checkout’, given it takes the trigger ‘checkout started’. Ensure you add the ‘added to cart’ metric to your store code & create a true abandoned cart with the below strategy.
Goal
Recover Lost Sales: Remind customers of the items they left in their cart to encourage them to complete their purchases.
Address Purchase Hesitations: Highlight product benefits and offer incentives to overcome any potential barriers to purchase.
Create a Sense of Urgency: Use limited-time offers to prompt customers to act quickly and finalize their purchase.
Flow Stats
Abandoned checkout email flows generated average revenue of $3.53 per recipient—the highest across all email marketing campaigns and flows. This highlights the crucial role of timely reminders in recovering potentially lost sales and encouraging customers to complete their purchases (Klaviyo).
*The below strategy is split by prospects (who receive a discount) & customers (who do not).
Strategy - Prospects
![Abandoned Cart Strategy - Prospects.png – A detailed email sequence for cart abandonment targeting prospects, using discounts and urgency tactics.](https://framerusercontent.com/images/iTet5FYQXtrHlso8FlFPLKgsG8.png)
Strategy - Customers
![Abandoned Cart Strategy - Customers.png – A structured abandoned cart email strategy for existing customers, including time delays and personalised recommendations.](https://framerusercontent.com/images/DWFLmVpTWmFHcDov2HcaHXye0k.png)
Need help to optimise this? Read Klaviyo’s SMS Abandoned Cart: The Ultimate Guide.
Examples
![Abandoned Cart 1.jpeg – A bold, high-contrast abandoned cart email featuring a playful and engaging design with strong CTAs to complete the purchase.](https://framerusercontent.com/images/SkXaraFKg5TJC1bAxqak46vTo40.jpeg)
![Abandoned Cart 2.jpeg – A softer, lifestyle-focused abandoned cart email with a friendly tone, showcasing related products to encourage checkout.](https://framerusercontent.com/images/G0FMV4ddJOtNdp2636P7JZbtCM.jpeg)
Section 3: Browse Abandonment
Description
Browse Abandonment emails are sent to visitors who viewed products but didn't add them to the cart. This flow aims to re-engage potential customers by reminding them of their interest and encouraging them to return to your site.
Goal
Re-engage Potential Customers: Remind visitors of the products they viewed but didn't add to the cart, rekindling their interest.
Convert Casual Browsers into Buyers: Transform visitors who were casually browsing into actual buyers by reigniting their initial interest.
Drive Traffic Back to the Site: Encourage recipients to revisit the website, potentially leading to a purchase or further exploration of other products.
Flow Stats
Browse abandonment emails drive conversions at a rate of 0.96%, compared to the 0.10% conversion rate of the average email campaign. This indicates that these reminders are effective in re-engaging visitors and driving them back to the site to potentially complete their purchase (Klaviyo).
*The below strategy is split by prospects (who receive a discount) & customers (who do not).
Strategy - Prospects
![Browse Abandonment Strategy - Prospects.png – A segmentation-based browse abandonment strategy tailored to first-time visitors, integrating personalised recommendations.](https://framerusercontent.com/images/51Tz9VOrdQXil4F6YFvPYRSm2z4.png)
Strategy - Customers
![Browse Abandonment Strategy - Customer.png – A structured email flow for browse abandonment targeting returning customers, emphasising product value.](https://framerusercontent.com/images/e0f38thlYNOKPAY7dBGzAhDkXYo.png)
Want inspiration? See 12 Browse Abandonment Email Examples to Win Back Shoppers.
Examples
![Browse Abandonment 1.jpeg – A visually appealing browse abandonment email, showcasing a previously viewed product with a compelling CTA.](https://framerusercontent.com/images/M4xSJzLfGmrMpwnqvionRywOE.jpeg)
Section 4: Abandoned Checkout
Description
Abandoned Checkout emails are sent to customers who began the checkout process but didn’t complete it. This flow aims to recover sales by addressing potential checkout issues and encouraging completion.
Goal
Recover Lost Sales: Remind customers who began the checkout process but didn’t complete it, encouraging them to finalize their purchase.
Address Checkout Issues: Offer assistance to resolve any potential issues or questions that may have prevented the purchase.
Create Urgency: Provide a final reminder with a potential incentive to prompt customers to complete their checkout.
Flow Stats
Similar to abandoned cart. These are immensely important in nudging customers back towards completing their purchases, thus significantly boosting conversion rates.
*The below strategy is split by prospects (who receive a discount) & customers (who do not).
Strategy - Prospects
![Abandoned Checkout Strategy - Prospects.png – A strategic email sequence for prospects abandoning checkout, incorporating reminders, incentives, and urgency.](https://framerusercontent.com/images/o0zObTYran5PqR0mQ9POskReTnw.png)
Strategy - Customers
![Abandoned Checkout Strategy - Customers.png – A step-by-step approach to abandoned checkout emails for customers, focusing on reassurance and social proof.](https://framerusercontent.com/images/OLGGw6Tv3LGOdKJINf2f3ZtY.png)
Optimise abandoned flows with 10 Essential A/B Tests to Boost Email Conversions.
Examples
![Abandoned Checkout 1.jpeg – A clean and minimal abandoned checkout email, reminding users of their nearly completed purchase with a strong CTA.](https://framerusercontent.com/images/meIJHS2Xm7yUAmyyYNKE0QquBbE.jpeg)
Section 5: Post Purchase (New Customer)
Description
Post Purchase emails are sent to customers after their first purchase to thank them and encourage future engagement. This flow helps in building loyalty and ensuring that the first-time buyer returns for more.
Goal
Build Customer Loyalty: Thank new customers for their purchase and foster a positive post-purchase experience.
Encourage Repeat Purchases: Suggest related or complementary products to drive additional sales.
Provide Value: Offer product care tips and other useful information to enhance customer satisfaction.
Flow Stats
Post-purchase emails have an average click rate of 3.97% (17% higher than the average email campaign). This high level of engagement helps in building customer loyalty and encouraging repeat purchases by providing useful information and offers (Klaviyo).
Strategy
![Post Purchase - New customer Strategy.png – A structured email sequence for post-purchase engagement of new customers, including a thank-you email, social connection prompts, and discount offers.](https://framerusercontent.com/images/Gf7Oyc2Y3gSTzb5ymlXpQ3PbnJk.png)
Get inspired with 10 Post-Purchase Email Examples to Boost Customer Loyalty.
Examples
![Post Purchase - New customer 1.jpeg – A thank-you email for a new customer, welcoming them post-purchase and providing order details, FAQs, and support links.](https://framerusercontent.com/images/1Kt0TVD8ZkhQUgWGn4ZNdWYzA.jpeg)
![Post Purchase - New customer 2.jpeg – A follow-up email for a new customer, reinforcing product benefits, sharing usage tips, and encouraging social engagement.](https://framerusercontent.com/images/vYTDGx54B52vBAATIpEs8p4oetw.jpeg)
Section 6: Post Purchase (Repeat Customer)
Description
Post Purchase emails for repeat customers are sent to thank them for their continued support and further deepen the relationship. This flow focuses on showing appreciation and providing additional value to loyal customers.
Goal
Reinforce Loyalty: Show appreciation to returning customers with exclusive offers and personaliSed content.
Strengthen Customer Bonds: Invite repeat customers to join a VIP or loyalty program.
Gather Feedback: Request feedback to understand customer satisfaction and improve future experiences.
Flow Stats
Emails targeting repeat customers can see conversion rates up to 9 times higher than those targeting first-time shoppers. This emphasises the value of nurturing existing customers who are more likely to make additional purchases (Nosto).
Strategy
![Post Purchase - Repeating Customer Strategy.png – A structured post-purchase strategy table for repeat customers, outlining thank-you emails, incentives, and cross-sell promotions.](https://framerusercontent.com/images/0ZHvHbKEz4F4eOwaWDmSYDfuCw.png)
Leverage retention strategies from Customer Lifetime Value in Marketing: Strategies to Maximise ROI.
Examples
![Post Purchase - Repeating Customer 1.jpeg – A loyalty-focused email for a returning customer, thanking them for their repeat purchase and reinforcing brand connection.](https://framerusercontent.com/images/vEDe2rmyjK08MlXJsxkgU0vsrk.jpeg)
![Post Purchase - Repeating Customer 2.jpeg – A personalized email for a returning customer, featuring product recommendations and engagement opportunities.](https://framerusercontent.com/images/7F9RViebH5s5tjtIKe3FjQEhppg.jpeg)
Section 7: Winback
Description
Winback emails are sent to inactive customers to re-engage them and encourage a return purchase. This flow aims to recover lapsed customers and bring them back into your active customer base.
Goal
Re-engage Inactive Customers: Reach out to lapsed customers with personalised messages and special offers.
Spark New Interest: Inform inactive customers about new products or updates they might be interested in.
Recover Lost Customers: Make a final attempt to re-engage with a compelling offer or discount.
Flow Stats
45% of subscribers who receive a win-back email will open future emails from your brand. These emails are crucial for re-engaging inactive customers and bringing them back to make another purchase (Klaviyo).
Strategy
![Winback Strategy.png – A table outlining the strategy for a Winback email sequence, including three steps: a playful "We've Missed You" email with a discount, a last-chance reminder, and a final extended discount email with urgency and bestsellers.](https://framerusercontent.com/images/8jMUhda8M404bmHgqrhxtTkZeYQ.png)
Discover Winback Flow: 6 Tips To Re-engage Lapsed Customers.
Examples
![Winback.jpeg – A win-back email example featuring a structured layout that aims to re-engage inactive customers with a discount and urgency-driven messaging.](https://framerusercontent.com/images/J1jtqnbi0NdEUy5tPhH10NNsg30.jpeg)
Section 8: Price Drop
Description
Price Drop emails are sent to notify customers about price reductions on products they viewed or expressed interest in. This flow aims to encourage purchases by highlighting cost savings.
Goal
Highlight Cost Savings: Inform customers about the price reduction on products they viewed to encourage purchases.
Create Urgency: Use limited-time offers to prompt quick action and conversions.
Enhance Credibility: Reinforce the value with customer reviews and reminders of the price drop.
Strategy
![Price Drop Strategy.png – A structured table outlining the sequencing of price drop emails, including notification timing and urgency-driven messaging.](https://framerusercontent.com/images/5Jt0y2ldf9rV9GkSs5PcYX93ux0.png)
Maximise impact with Klaviyo Predictive Analytics: AI Guide & 3 Use Cases.
Examples
![Price Drop 1.jpeg – A price drop alert email notifying customers about a discount on a product they previously viewed, emphasizing urgency.](https://framerusercontent.com/images/exfphC2ksyIkoWDGsRgaj10Xdyc.jpeg)
Flow A/B Testing
Great marketers are great at testing. It’s about maximising your KPIs.
A/B testing involves experimenting with different variations of email content and timing to optimise performance. This process helps identify the most effective strategies for engaging and converting your audience.
By testing different elements such as subject lines, images, and call-to-actions, you can refine your email marketing approach and maximise results.
Key Tests to Run On Flows
Time Delay: Test different delays between emails (e.g., 1 hour vs. 24 hours) to find the optimal timing for engagement and conversion.
Subject Lines: Experiment with various subject lines to determine which generates the highest open rates, testing different tones, lengths, and personalization techniques.
Product Showcases: Test featuring different products or services in your emails to see which ones drive the most clicks and conversions.
Call-to-Actions (CTAs): Test different CTA phrases, button designs, and placements to see which combinations drive the highest click-through rates.
Email Layout: Experiment with different email layouts and designs to determine which formats are more visually appealing and drive higher engagement.
Personalization: Test various levels of personalization, such as using the recipient's name, location, or past purchase history, to see how it impacts engagement and conversions.
Images vs. No Images: Test emails with images versus text-only emails to determine which format resonates more with your audience.
Email Length: Experiment with different email lengths, from short and concise to longer, detailed emails, to see which performs better in terms of engagement and conversion.
Discount Offers: Test different types of discount offers (percentage off, dollar off, free shipping) to see which incentives drive the most sales.
Send Time: Test sending emails at different times of day and days of the week to find the optimal time for reaching your audience and maximizing engagement.
Conclusion
Implementing these eight essential Klaviyo flows can significantly enhance your customer loyalty and drive long-term business growth.
Each flow is designed to address specific touchpoints in the customer journey, from welcoming new subscribers to re-engaging inactive customers.
By leveraging these automated sequences, you can ensure consistent engagement, recover lost sales, and foster deeper relationships with your customers.
Want to learn more about flows?
Grab your free audit today & we’ll help you find the hidden revenue in your account.
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