If you’re an eCommerce business owner, chances are you’ve heard of Klaviyo for email marketing. You may even be using this eCommerce email software for your business. What truly makes Klaviyo stand out amongst all other email marketing platforms is the ability to utilize flows.
According to Klaviyo, “a flow is a sequence of automated actions, which can include email and SMS messages, that is triggered when a person performs a specific action — such as when someone joins a list, is added to a segment, makes a purchase or abandons their cart.”
After working with many eCommerce brands on their Klaviyo email marketing strategies, and growing our in-house eCommerce brand, DermWarehouse, we’ve become experts when it comes to Klaviyo. In fact, we’re an official Klaviyo partner! We’ve set up a plethora of different flows for our own business and our clients’ businesses, and have been able to customize these based on each business and their objectives. Read on to learn about some of our favorite and biggest revenue earning flows!
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The welcome series flow goes hand in hand with your on-site popup, which can also be setup using Klaviyo. Typically our clients will offer some kind of incentive (15% discount for example) in exchange for customers opting into their email and/or SMS marketing. Once a customer enters their email or phone number into the popup, they will receive the welcome series flow.
We usually set this up as a 2-3 email flow that reminds customers about the discount we’ve provided and tries to get them to come back and shop.
The welcome series tends to produce one of the highest levels of revenue of any flow. Generally, customers are inputting their email or phone number to receive the discount because they’re planning to make a purchase, so this makes complete sense!
Shopping Cart Abandonment
Shopping cart abandonment is another must-have Klaviyo flow and likely one that you’re already familiar with. When someone comes to your website and adds an item to their cart, but never ends up making a purchase, they have abandoned their cart. These customers got 90% of the way there but never crossed the finish line.
69.57% of online shopping carts are abandoned. This means that 7 out of every 10 people who come to your website, don’t make a purchase! Not only that, eCommerce stores lose $18 billion in sales revenue each year because of cart abandonment.  That’s a lot of revenue left on the table and exactly the reason you need a successful shopping cart abandonment flow.
The goal of this flow is to capture lost revenue from people abandoning their carts. We recommend offering some kind of incentive (discounts typically work best) to entice people to complete their checkout. If you think about it, you’ve likely already spent advertising money to get these customers to your site so you want to make sure you’re taking full advantage and bringing as many of them back as you can. Our abandoned cart emails for DermWarehouse have a 50% open rate and a 10% click rate, meaning they get a lot of engagement.
Abandoned cart flows are also great because they show images of the exact products customers had in their cart. They’re able to click on a link directly from the email that takes them back to their cart and they can make the purchase from there. This makes it extremely easy for customers to complete their purchase!
Browse abandonment flows are similar to abandoned cart flows. The difference is that with browse abandonment flows, the customer is just browsing a product page and drops off before they ever get to the checkout.
The caveat with browse abandonment is that these customers can only be entered into the flow if they’ve entered their email address into your website popup and therefore have a Klaviyo profile already. This means you won’t have quite as many people in this flow.
Similar to abandoned cart flows, browse abandonment flows will also show a picture of the item that the customer was looking at. These flows will only show one item at a time, however, so if a customer was browsing multiple items, they would only get an email about the first one they looked at. You’ll want to set up this flow so that people only get one browse abandonment email within a 7 day time span (or so) so that they’re not bombarded with emails.
Reward your top customers with special discounts or exclusive promotions. Within Klaviyo, you can send out a flow once someone reaches a certain number of purchases in a given time frame or a certain dollar amount. For DermWarehouse, we send out a flow to anyone who spends over $1,000 with us in any given year and offer them a special VIP bonus!
Rewarding your customers for special anniversaries or birthdays will keep them coming back to shop with you! We send out a birthday email flow, where we send customers a $15 gift card during their birth month. We also send out a 1 year anniversary email, a year after a customer’s first purchase with us, wishing them a happy anniversary and giving them a discount to celebrate the special occasion!
Back In Stock
The back in stock flow is a recent addition to DermWarehouse and one that has been really successful for us. Whenever we have a product that’s out of stock, customers like to know exactly when the product comes back in so they can order it.
In the past, customers would call us about popular out of stock items and we would keep a list to email once the product was back in stock. This became too much work for our team, so we had our development team build a back in stock notification on our website. This is an area on a product page where a customer can enter their email address to be notified when the product is available.
We’re able to pass this information to Klaviyo and as soon as the product gets marked as in stock on our site, the flow will go out to these customers. The great thing about this flow is that it will show a picture of the exact item the customer was curious about with a link to purchase it.
If you frequently mark items on sale on your website, the price decrease flow would be a great one for you. This is another one that requires a little bit of development work, but on the DermWarehouse site, we have this setup so that every time we put an item on sale, a Klaviyo flow will go out to anyone who has ever purchased that product letting them know of the price drop.
We typically put our aging inventory on sale, so this flow helps us move through a lot of the aging inventory we have. Before setting up this flow, we would manually reach out to customers when we had excess inventory and therefore marked something down. This flow saves a ton of time and streamlines our whole process. Customers also love it because they know when deals are happening on products they love!
“Positive reviews remain a key way for companies to sell their product, with customers willing to spend 31% more on a business with excellent reviews.” 
We use a third party review platform and send our review requests through them, however, we have many clients that send product review requests through Klaviyo. These are easy to set up and will help you generate reviews for your business, which are extremely important!
Learn More: How to Get More eCommerce Reviews
These Klaviyo flows are really important because they will keep your brand top of mind with your customers. The way you set these up will depend on your business so you’ll want to start by asking yourself a few questions.
Do you have a high repeat purchase rate? Are you selling products that your customers use up and will need to order more of? At DermWarehouse, we sell skin care products. On average, our customers will finish their products within 3 months and they’ll need to order more. We send out an email after 90 days reminding our customers to reorder!
If you sell something that customers won’t need to reorder, such as clothing, you can still utilize the reorder flow, but instead of reminding your customers to come back and purchase the same item, you can suggest something else they might like.
Expanding on the above, if you sell items that have a high repeat purchase rate, you should definitely consider setting up subscriptions or auto refill on your website. Recurring revenue like this can greatly add to your bottom line. In fact, for DermWarehouse, we do over $1 million in recurring revenue a year, and that number is constantly growing!
While setting up subscriptions on your site will take some development work, the return is certainly worth it. Once you have these set up, you can set up a Klaviyo flow to encourage customers to sign up for subscriptions. We will send our customers a subscription reminder if they’ve ordered the same product more than once but don’t already have a subscription!
If you have a loyalty program, Klaviyo flows are a great way to remind customers about how many loyalty points they have and encourage them to come back to your site to make a purchase using their points!
With the help of a developer, you can push customers’ loyalty points to their Klaviyo profile and then send out an email each time someone reaches a certain threshold. For example, you may want to send out an email anytime someone has more than $20 or $50 in loyalty points in their account. You could also send out an email to anyone who has over $5 in their account and has not used any of their points in the last 90 days.
We set ours up based on different price buckets. In the example below, customers are shown specific products at the bottom of the email based on how many loyalty points they have in their account!
This was actually one of the most difficult and complicated flows that we set up and it took some time to get it right, but once we did, we’ve seen great results from this.
Learn More: Why Your eCommerce Brand Needs a Loyalty Program
If you’re just getting started with Klaviyo, don’t let this list overwhelm you. It took us several years to implement all of the flows you’ve read about above! Make sure you start out with your abandoned cart, browse abandonment and welcome series flow, and then add on extras from there!