Ever had customers run out of a product but forget to reorder? A Klaviyo replenishment flow solves this problem by sending automated reminders at just the right time.

This strategy increases repeat purchase rates, extends customer lifetime value (CLV), and boosts retention—turning one-time buyers into loyal customers. In this guide, we’ll walk you through setting up, optimising, and scaling your replenishment flow using advanced tactics.

What Is a Klaviyo Replenishment Flow? (And Why You Need One)

Definition & Purpose

A Klaviyo replenishment flow is an automated email or SMS sequence designed to remind customers to repurchase a product before they run out. This flow is essential for businesses selling consumable or regularly used products, such as skincare, supplements, pet food, coffee, or household essentials.

By automating these reminders, brands ensure that customers never run out of their favourite products, reducing the risk of them seeking alternatives elsewhere. Unlike standard promotional emails, replenishment flows are behaviour-based, ensuring messages are highly relevant and timely.

Why It Matters

A well-structured replenishment flow plays a crucial role in improving customer retention and lifetime value (CLV). Here’s why it’s a must-have for your brand:

• Boosts Retention – Customers who receive timely reminders are more likely to continue purchasing from you rather than exploring competitors. Replenishment emails keep them engaged, maintaining an ongoing relationship with your brand.

• Prevents Churn – Without reminders, customers might forget to reorder, leading them to switch to a competitor or abandon the product altogether. A proactive approach ensures they stay within your ecosystem.

• Increases CLV – Encouraging repeat purchases leads to higher customer lifetime value. The more often a customer returns to buy, the more profitable they become over time.

• Enhances Customer Experience – Customers appreciate the convenience of timely reminders. By offering them an effortless way to reorder, you improve their shopping experience, fostering long-term loyalty.

• Reduces Marketing Costs – Acquiring a new customer is significantly more expensive than retaining an existing one. Replenishment flows lower your customer acquisition costs (CAC) by driving revenue from your existing customer base with minimal effort.

Further Reading: 8 Essential Klaviyo Flows to Boost Customer Loyalty (See how replenishment flows fit into a broader lifecycle retention strategy

The Ultimate Replenishment Flow Strategy

Primary Goal: 

The main objective of a replenishment flow is simple: prompt customers to repurchase before they run out. You remove friction by reaching them at the right moment, ensuring they stay loyal to your brand instead of searching for alternatives.

Secondary Goals: 

• Reinforce Brand Loyalty – Thoughtful, well-timed reminders show customers that your brand understands their needs, building trust and long-term engagement.

• Boost Conversion with Incentives – A small nudge—such as a limited-time discount, free shipping, or a loyalty perk—can significantly increase the likelihood of a repeat purchase.

• Increase Average Order Value (AOV) – Pair replenishment reminders with smart product recommendations, encouraging customers to bundle related items or upgrade to a larger size.

  
  

Setting Up Your Klaviyo Replenishment Flow (Step-by-Step Guide)

A well-structured Klaviyo replenishment flow ensures customers receive timely reminders before they run out of essential products. Here’s a step-by-step guide to setting up and optimising your flow for maximum effectiveness.

Step 1: Set Up the Flow Trigger & Filters

For Shopify and BigCommerce users, pre-built replenishment flows are available in the Klaviyo Flows Library once your integration is enabled. To access them:

1. Navigate to the Flows tab in Klaviyo.

2. Click Create Flow to open the Flows Library.

3. Under Browse by Goal, select Encourage Repeat Purchases, or use the search bar to find Replenishment.

   
   

Building a Custom Flow from Scratch

If you prefer a tailored setup, you can manually create a metric-triggered flow using the Placed Order event:

• Trigger Filter: Limit the flow to specific products. Example: Items contain Premium Energy Water.

  
  

• Flow Filter: Ensure customers who have repurchased are removed from the flow before they receive another email.

  
  

• Conditional Splits: Check whether the customer has placed another order since entering the flow. If yes, exit them from the sequence.

  
  

Need help setting up triggers? Check out Klaviyo Flow Triggers 101: Turn Customer Data into Revenue.

Step 2: Configure Flow Timing for Maximum Engagement

The timing of your reminders should align with the typical usage cycle of your product.

• If a product lasts 30 days, send the first reminder at 25 days to encourage reordering before they run out.

  
  

• Follow up with a second reminder 3–5 days later if they haven’t purchased.

• If the customer still hasn’t ordered, a final follow-up after their projected usage period (e.g., 35 days) can include an extra incentive like a discount or free shipping.

  
  

Further Reading: Klaviyo Predictive Analytics: AI Guide & 3 Use Cases (Use AI-driven insights to fine-tune replenishment timing.)

5 Advanced Strategies to Optimise Your Replenishment Flow

1. Predictive Analytics for Smarter Timing

Timing is everything when it comes to replenishment emails. Instead of using static time delays, leverage Klaviyo’s predictive analytics to optimize when reminders are sent. 

• Use Klaviyo’s expected next order date prediction to adjust flow timing dynamically based on past purchase behavior.

• Analyze historical buying cycles to find patterns (e.g., customers repurchase skincare products every 45 days, but protein powder every 30 days).

• Create different flows for different customer behaviors, such as one for customers who buy monthly and another for those who reorder every 60 days.

More on AI-driven automation, read our blog about Klaviyo AI: 7 Ways To Save Time (And Money).

2. Dynamic Segmentation & Personalisation

A one-size-fits-all replenishment flow won’t maximise conversions. Instead, segment and personalise based on real customer behaviour.

Smart Segmentation for Better Timing

• First-Time vs. Repeat Buyers – New replenishers need reassurance or a discount, while repeat buyers respond better to “stock up & save” offers.

• Consistent vs. Irregular Replenishers – Predictable buyers get standard reminders, while irregular customers need stronger nudges (e.g., price-drop alerts). Learn more: 3 Klaviyo Segmentation Strategies to Boost DTC Sales.

• Product-Specific Cycles – A pet food buyer with a large dog may need a 30-day reminder, while a small-breed owner may need a 45-day reminder.

Personalised Messaging That Converts

• Usage-Based Triggers – High-usage customers get bulk-buy offers, while low-usage buyers receive longevity tips.

• Exclusive VIP Perks – Reward frequent replenishers with early access, loyalty discounts, or bonus gifts after three consecutive repurchases.

• Cross-Sell Opportunities – Suggest complementary add-ons (e.g., “Refilling protein powder? Add a shaker bottle!”).

3. Multi-Channel Approach (Email + SMS + Ads)

Not every customer will see your email, so take a multi-channel approach to boost visibility and conversions.

• Send an SMS follow-up if the email goes unopened within 24 hours.

• Use Facebook and Google retargeting ads to remind customers about their next order.

• Leverage push notifications for mobile-first users, reinforcing the message across different touchpoints.

Boost SMS engagement: 5 Proven Techniques for Increasing SMS Opt-Ins in Klaviyo.

4. A/B Testing for Maximum Performance

The best-performing replenishment flows don’t just happen—they’re optimised through continuous testing.

• Test subject lines – “Time to Restock?” vs. “Running Low? Reorder Now”

• Experiment with timing – Does sending the first reminder 3 days earlier boost conversions?

• Test incentives – Free shipping vs. 10% off for first-time replenishers

• Try different CTA buttons – “Reorder Now” vs. “Stock Up Today”

Further Reading: 10 Essential A/B Tests to Boost Email Conversions.

5. Gamify Replenishment for Higher Engagement

Instead of just sending a standard reminder, make the replenishment flow interactive and rewarding to increase conversions.

• Spin-the-Wheel Discounts – Offer exclusive discounts, free shipping, or loyalty points in exchange for engagement.

• Streak Rewards – Reward customers who replenish on time three times in a row with bonus points or a surprise gift.

• Subscription Upgrade Incentives – If customers reorder frequently, offer a subscribe-and-save discount or free priority shipping for joining a subscription plan.

• Referral Boost – If a customer refers a friend before reordering, they both get a discount on their next purchase.

Replenishment Flow in Action

1. Chewy

Why It Works – Chewy Replenishment Flow:

Chewy’s replenishment email effectively uses urgency-driven copy ("Running Low?") and a clear CTA to nudge customers toward reordering their pet’s favourite products before they run out. Additionally, including dynamic product recommendations with an Autoship discount encourages larger, more frequent purchases, increasing customer retention and lifetime value.

2. Nuggs

Why It Works – Nuggs Replenishment Flow:

Nuggs takes a playful, brand-aligned approach to replenishment with humorous and engaging copy that personalizes the reminder ("We haven’t seen you in a month"). The bold CTA and strong visual identity create an entertaining yet effective email that drives repeat purchases while reinforcing brand loyalty.

3. Teatonic

Why It Works – TeaTonic Replenishment Flow:

TeaTonic taps into health-conscious buyer habits by positioning the email as a wellness reminder rather than just a sales pitch, making the message feel more valuable. The inclusion of best-selling products and a straightforward "Order a Refill" CTA streamlines the buying process, making it easy for customers to restock before running out.

4. DonorsChoose

Why It Works – DonorChoose Replenishment Flow:

This email from DonorsChoose effectively reminds teachers to restock classroom essentials before the school year starts, ensuring they have everything they need. By incorporating a 50% discount incentive and showcasing popular replenishable items it creates urgency and simplifies the reorder process, increasing the likelihood of conversion.

5. Graza

Why It Works – Graza Replenishment Flow:

This email from Graza effectively reminds customers to restock their olive oil by emphasizing availability at a well-known retailer (Target), making repurchasing convenient. The combination of playful branding, a strong CTA ("Find a Target"), and the reassurance of fresh, recyclable refills reduces purchase friction and encourages immediate action.

6. Riven

Why It Works – Riven Replenishment Flow:

This email leverages scarcity marketing by emphasizing "LIMITED STOCKS!" to drive urgency and the fear of missing out (FOMO). It also encourages bulk purchasing (buying 4 or 6 bottles) to ensure long-term retention and a higher average order value (AOV).

Cross-Selling Opportunities: Increasing AOV Through Replenishment Emails

A well-structured replenishment flow doesn’t just drive repeat purchases—it also boosts average order value (AOV) by encouraging customers to buy complementary products, upgrades, or bundles. Here’s how you can strategically integrate cross-sell opportunities into your Klaviyo replenishment emails.

1. Suggest Complementary Products

Customers already trust your brand, so make their shopping experience effortless by recommending products that enhance their original purchase.

• Example: “Restocking your razor? Add shaving cream for a smoother finish.”

• Example: “Time for a refill? Complete the set with a matching cleanser.”

📌 Tip: Use dynamic product blocks in Klaviyo to automatically recommend related items based on purchase history.

2. Personalised Upsells to Drive Higher Spend

If a customer consistently replenishes small product sizes, incentivise them to upgrade to a larger, better-value option.

• Example: “Upgrade to a bigger size and save 15% per ounce.”

• Example: “Loved your last order? Try our premium version with double the benefits.”

📌 Tip: Use Klaviyo’s Predictive Analytics to identify customers who frequently reorder smaller sizes and target them with an upsell offer.

3. Bundle Offers for Higher-Value Orders

Encourage customers to buy more at once by offering exclusive bundle deals or incentives like free shipping when they purchase multiple items.

• Example: “Buy 2 refills and get free shipping.”

• Example: “Stock up on your essentials—get a 15% discount when you bundle 3+ items.”

📌 Tip: Run A/B tests on bundle pricing vs. discounts to see what resonates best with your audience.

How to Implement This in Klaviyo

• Use product blocks to showcase best-sellers related to the replenished product.

• Apply dynamic discounts for bulk purchases.

• Segment customers by purchase behaviour to ensure the right upsell strategy reaches the right audience.

Common Pitfalls & How to Avoid Them

Even the best replenishment flows can fail if they aren’t properly optimized. Below are common mistakes brands make and actionable solutions to ensure your Klaviyo replenishment flow drives higher repeat purchases and customer engagement.

Making Replenishment Flows More Interactive & Engaging

Boost engagement and conversions by making replenishment emails dynamic and action-driven.

1. Quick-Action Polls for Seamless Reordering

Let customers choose their next step with one click:

• Reorder now

• Remind me in 3 days

• Not this time

How to Implement: Use Klaviyo buttons to pre-fill carts or trigger reminder emails.

2. GIFs & Visual Elements for Urgency

Replace static emails with motion-based cues:

• A bottle emptying GIF to show depletion.

• A progress bar counting down to when they’ll run out.

Pro Tip: Use Klaviyo’s dynamic content blocks to tailor visuals based on purchase history.

3. Exclusive Perks for Faster Reorders

Drive urgency with time-sensitive rewards:

• “Reorder in 24 hours for double loyalty points.”

• “Get a free travel-size product with your next order.”

  
  

FAQs: Common Questions About Replenishment Flows

1. How do I determine the best timing for my replenishment emails?

•  Use historical purchase data and Klaviyo’s predictive analytics to identify when customers typically reorder. Adjust timing based on actual buying patterns.

2. Should I always offer discounts in my replenishment flow?

•  Not necessarily. Many brands see success with free shipping, loyalty rewards, or exclusive early access instead of direct discounts.

3. How do I handle customers who have already reordered?

•  Apply a flow filter in Klaviyo to remove customers who have repurchased since entering the flow, preventing unnecessary reminders.

4. Can SMS improve my replenishment flow?

•  Yes! Adding an SMS follow-up 24-48 hours after an unopened email can increase conversions and keep your brand top-of-mind.

5. Should I use different messages for first-time and repeat replenishers?

•  Yes. First-time replenishers may need educational content or reassurance, while repeat buyers respond better to “stock up & save” incentives.

Conclusion

Many brands lose revenue simply because customers forget to reorder. A Klaviyo replenishment flow ensures you stay ahead of this, sending well-timed reminders that drive repeat sales. By segmenting customers, refining timing, and integrating cross-sell opportunities, you create a seamless buying experience that boosts CLV and retention. Instead of constantly chasing new customers, maximise the value of those who already love your brand.

Key Takeaways:

• A Klaviyo replenishment flow automates timely reminders to drive repeat purchases.

• Proper timing and segmentation are critical for maximising conversions.

• Use personalised messaging instead of generic emails for higher engagement.

• SMS and ads enhance reach and ensure customers don’t miss reminders.

• Adding cross-sell and upsell opportunities increases AOV and lifetime value.

Low reorder rates?

Automate timely reminders and maximise repeat sales with a bulletproof Klaviyo Replenishment Flow. Click here for a free audit with us and start setting up your flow today!