Email and SMS should drive 25–40% of your ecommerce revenue. If you're under 15%, you almost certainly have a flow problem, not a list problem. Here are the six Klaviyo flows we set up for every Shopify store.
1. Welcome series (3–5 emails)
Triggered on email signup. First email immediate with discount code. Follow-ups deliver brand story, bestsellers, and social proof over 5–7 days. This single flow typically delivers 30%+ of all flow revenue.
2. Abandoned cart (3 emails)
Trigger at 1 hour, 24 hours, and 72 hours. First email is the reminder. Second adds social proof. Third adds a small incentive — but only if your margin allows it. Don't discount on the first email; you'll train customers to abandon.
3. Browse abandonment (2 emails)
For customers who viewed a product but never added to cart. Lower intent than abandoned cart, so lighter send: a 'still thinking about it?' email plus a related-products email.
4. Post-purchase (3+ emails)
Thank you, shipping confirmation, usage/education, review request, and cross-sell. This flow drives repeat purchases — the highest-ROI part of LTV.
5. Winback (2 emails)
For customers who haven't bought in 60–120 days (varies by category). Reminder + incentive. Anyone who doesn't open or click goes into the sunset flow.
6. Sunset (1–2 emails)
For subscribers who haven't engaged in 90+ days. Last chance to re-engage, then suppress. Cleaning your list this way protects deliverability.
Beyond the core six
Once these are live and tested, add: back-in-stock, price-drop, replenishment (for consumables), VIP, and birthday. But get the core six perfect first — most stores never do.