What Are the Core Klaviyo Flows? A Guide to Understanding Klaviyo’s Essential Automated Campaigns

Klaviyo is the go-to email platform for modern ecommerce brands for a reason. Out of the box, an ecommerce marketer can begin setting up ‘best practice’ flows and send campaigns with ease. You have the ability, right away, to create and automate email campaigns.

For more advanced operators, one of the most powerful features of Klaviyo is its ability to create flows. Flows are automated email campaigns that are triggered by specific actions or events, such as a customer making a purchase or abandoning their cart.

There are several core flows that every business should set up when getting started with Klaviyo. These flows include a welcome series, abandoned cart, browse abandonment, and post-purchase follow-up. By setting up these core flows, businesses can ensure that they are effectively engaging with their customers and driving sales.

In this article, we will explore the core Klaviyo flows in more detail and provide tips for setting them up effectively. Whether you are new to Klaviyo or a seasoned user, understanding these core flows is essential for creating successful email marketing campaigns.

A step back… what is Klaviyo?

Klaviyo is a powerful email marketing automation platform designed for e-commerce businesses. It enables you to create and send targeted, personalised emails and SMS messages to your customers based on their behaviour and preferences.

The platform is known for its easy-to-use interface and powerful integrations with popular e-commerce platforms such as Shopify, WooCommerce and Magento. Klaviyo also offers a range of pre-built email templates and automated flows to help businesses get started quickly and easily. We’ll leave those to the vanilla brands. For your brand? Let’s go a little deeper.

With Klaviyo, you can easily segment your email list based on customer behaviour, demographics, and other data points. This allows you to create highly targeted campaigns that are more likely to resonate with your audience and drive profitable sales.

Why do you need Klaviyo flows?

I’m guessing here that you’re involved with the running of an eCommerce business? You know that email marketing is crucial to your success. But sending one-off emails to your customers is a time-consuming and inefficient way to communicate with them. That’s where Klaviyo flows come in.

Klaviyo flows automate your email marketing, allowing you to send targeted messages to your customers based on their behaviour. This means you can nurture leads, increase customer engagement, and drive sales without lifting a finger.

Here are some reasons why you need Klaviyo flows:

  • Increased revenue: Klaviyo flows are designed to drive sales. By sending targeted messages to your customers at the right time, you can increase your revenue and grow your business.
  • Better customer engagement: Klaviyo flows allow you to communicate with your customers in a more personalised way. By sending them messages that are relevant to their interests and behaviour, you can increase engagement and build stronger relationships.
  • Time-saving: Sending one-off emails to your customers is time-consuming. With Klaviyo flows, you can set up automated campaigns that run in the background, allowing you to focus on other aspects of your business.
  • Improved customer experience: By sending your customers targeted messages that are relevant to their behaviour, you can improve their overall experience with your brand. This can lead to increased loyalty and repeat business.

Overall, Klaviyo flows are an essential tool for any eCommerce business looking to grow and succeed. By automating your email marketing, you can save time, increase revenue, and improve customer engagement.

What are the core Klaviyo flows?

Abandoned Cart Flow

The abandoned cart flow is a must-have for any eCommerce store. It sends a series of emails to customers who have added items to their cart but left the site before completing their purchase. This flow can help recover lost sales and encourage customers to complete their purchase.

Welcome Series Flow

A welcome series flow is a great way to introduce new subscribers to your brand and build a relationship with them. This flow typically includes a series of emails that provide information about your brand, products or services, and any special offers or promotions. It can help increase engagement and build customer loyalty.

Post-Purchase Follow-Up Flow

The post-purchase follow-up flow is designed to keep your customers engaged after they have made a purchase. This flow typically includes a series of emails that provide order confirmation, shipping updates, and post-purchase support. It can help reduce post-purchase dissonance and encourage repeat purchases.

Win-Back Flow

The win-back flow is designed to re-engage customers who have not made a purchase in a while. This flow typically includes a series of emails that offer special promotions, discounts, or other incentives to encourage customers to return to your store and make a purchase.

Browse Abandonment Flow

The browse abandonment flow is designed to re-engage customers who have browsed your site but did not add anything to their cart. This flow typically includes a series of emails that showcase popular products, offer recommendations, and provide social proof to encourage customers to make a purchase.

Upsell Flow

The upsell flow is designed to encourage customers to upgrade or purchase additional products. This flow typically includes a series of emails that offer complementary products, upgrades, or add-ons to encourage customers to increase their purchase value.

Cross-Sell Flow

The cross-sell flow is designed to encourage customers to purchase related products. This flow typically includes a series of emails that offer complementary or related products to encourage customers to make additional purchases.

How to create core Klaviyo flows?

Creating core Klaviyo flows is a straightforward process that involves a few simple steps. Here’s how to do it:

1. Click on the Flows tab in your Klaviyo account’s main navigation sidebar.

2. Click the Create Flow button.

3. Choose the flow template that best suits your needs. Klaviyo provides several pre-built templates for common flows such as Welcome Series, Abandoned Cart, and Post-Purchase Follow-Up.

4. Customize the flow to fit your brand and messaging. This includes adding your own copy, images, and branding elements.

5. Set up the flow triggers and conditions. This determines when the flow is triggered and who receives it. For example, you may want to trigger an abandoned cart flow when a customer adds an item to their cart but doesn’t complete the purchase within a certain timeframe.

6. Test the flow to ensure it’s working correctly. You can do this by sending test emails to yourself or a colleague.

7. Launch the flow and monitor its performance. Keep an eye on key metrics such as open rates, click-through rates, and conversion rates to see how the flow is performing.

By following these steps, you can create effective core Klaviyo flows that engage your customers and drive conversions. Remember to regularly review and update your flows to ensure they continue to deliver results.

Best practices for core Klaviyo flows

When setting up core Klaviyo flows, there are some best practices to keep in mind to ensure that they are effective and drive results for your business. Here are a few tips to consider:

  • Personalisation: Personalisation is key to making your flows effective. Use dynamic content and merge tags to personalise emails with the recipient’s name, location, and other relevant details.
  • Timing: Timing is critical when it comes to flows. Make sure that you are sending emails at the right time. For example, sending a post-purchase email too soon after a customer has made a purchase can be off-putting, while sending it too late can reduce the effectiveness of the email.
  • Segmentation: Segmenting your email list is crucial to ensure that you are sending the right message to the right people. Use segmentation to target customers based on their behaviour, preferences, and other relevant factors.
  • Clear call-to-action: Every email in your flow should have a clear call-to-action that encourages the recipient to take the desired action. Make sure that the call-to-action is prominent and easy to understand.

In addition to these best practices, it’s important to regularly review and optimise your flows to ensure that they are driving the desired results. Analyse the performance of your flows and make changes as necessary to improve their effectiveness. By following these best practices, you can create effective core Klaviyo flows that help to drive customer engagement and boost your business’s bottom line.

What next?

Klaviyo is a powerful marketing automation tool that can help businesses of all sizes increase their revenue and customer engagement. By using Klaviyo’s core flows, businesses can automate their email and SMS marketing campaigns, saving time and resources while increasing their ROI.

Through the use of welcome, abandoned cart, browse abandonment, post-purchase, win-back, and newsletter flows, businesses can create targeted and personalized campaigns that speak directly to their customers’ interests and needs.

It’s important to note that while Klaviyo’s core flows provide a strong foundation for email and SMS marketing, businesses should also consider implementing additional flows and strategies to fully optimize their campaigns. By regularly testing and analyzing their campaigns, businesses can continue to improve their marketing efforts and drive even greater results.

Overall, Klaviyo’s core flows are a valuable tool for any business looking to improve their email and SMS marketing efforts. By implementing these flows and continually optimising their campaigns, businesses can increase their revenue, customer engagement, and overall success.

Subscribe to my newsletter ‘How To Optimise’ and learn how to take your Klaviyo flow automations to the next level.

Written By:

Ian Rhodes


First employee of an ecommerce startup back in 1998. I've been using building and growing ecommerce brands ever since (including my own). Get weekly growth lessons from my own work delivered to your inbox below.