What Are The Top 6 Klaviyo Email Flows Every Business Must Have?

6 email designs
Jun 12, 2024
8 Min Read 🕣
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Klaviyo Email Design

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Have you ever shopped online, only to be interrupted by the cheerful beep of your air fryer signaling perfectly cooked french fries? With your attention diverted, you abandon your online purchase momentarily. With a crispy french fry in hand, you get a friendly email reminding you of the items still waiting in your virtual cart. Realizing you still need them, you quickly check out!

That's the power of automated emails in action— a strategy you can implement to boost your email revenue. It's a necessity if you want to maximize your online sales!

As a designer who knows a thing or two about email marketing, I've learned to value the powerful combination of strategic email sequences and visually appealing designs. Klaviyo, a fantastic email marketing platform, offers great tools to create automatic email flows that boost customer engagement and help you grow your business.

Whether you are just starting or looking to optimize your email marketing strategy, I'm here to share the top 6 starter flows you should implement in Klaviyo and why they're super important.

What is Klaviyo?

Klaviyo Homepage

Say it with me clay-vee-oh.

Klaviyo is a powerful email service provider designed for e-commerce businesses on platforms like Shopify, Magento, WooCommerce and more. It helps you create personalized email campaigns and automated flows to engage customers and drive sales. With its robust analytics and segmentation capabilities, Klaviyo allows you to tailor your messages based on customer behavior, preferences, and interactions with your brand. Incorporating a data-driven approach guarantees that your communications are relevant, timely, and highly effective.

What are Flows in Email Marketing?

Klaviyo Flow Library
Klaviyo Flow Library

In email marketing, flows are automated sequences of emails that are triggered by specific actions or events. These actions could be anything from signing up for a newsletter, making a purchase, abandoning a cart, or simply browsing a product. Flows are designed to deliver timely, relevant, and personalized content to your subscribers, enhancing engagement and driving conversions. They run automatically based on predefined triggers and conditions, making sure your messaging reaches the right audience at the right time without manual intervention.

Klaviyo Flow Example
Klaviyo Flow Example

Why Klaviyo Flows Are Important

Klaviyo flows are essential tools in your email marketing arsenal for several reasons. These automated sequences allow you to deliver timely, relevant, and personalized content to your subscribers, significantly enhancing engagement, retention, and conversion rates.

Here's why Klaviyo flows are so vital:

✅  Automation and Efficiency

Klaviyo flows enable you to automate repetitive tasks, saving you time and effort. Once set up, these flows run automatically based on triggers such as subscriber behavior or specific dates, maintaining consistent communication without the need for manual intervention.

✅  Personalization at Scale

Personalization is key to effective email marketing. Klaviyo's robust segmentation and dynamic content features allow you to tailor your messages to individual subscribers based on their behavior, preferences, and interactions with your brand. This personalized approach increases the likelihood of engagement and conversions.

✅  Enhanced Customer Experience

By delivering the right message at the right time, Klaviyo flows help create a seamless and positive customer experience. Whether welcoming new subscribers, recovering abandoned carts, or providing post-purchase support, these flows make sure that your customers feel valued and supported throughout their journey.

✅  Data-Driven Insights

Klaviyo's powerful analytics provide detailed insights into the performance of your email flows. You can track open rates, click-through rates, conversion rates, and more, allowing you to refine your strategy based on real data and continuously optimize your campaigns for better results.

✅  Revenue Growth

Strategically implemented email flows can drive significant revenue growth. According to Klaviyo, automated flows generate up to 30x more revenue per recipient than campaigns. By targeting customers with relevant offers and timely reminders, you can increase the chances of making sales and encouraging repeat purchases, thereby boosting your overall revenue.

✅  Customer Retention

Building long-term relationships with customers is crucial for sustained business success. Klaviyo flows help you stay connected with your customers, providing valuable content and offers that keep them engaged and loyal to your brand.

In a nutshell, they make you money while you sleep. And honestly, who doesn't want that?

How Customers Enter Klaviyo Flows

Understanding how customers enter your Klaviyo flows is essential for optimizing engagement and reaching the right audience at the right time. Here are the primary ways customers can be added to Klaviyo flows:

Form Submissions

Newsletter Sign-Ups: When a customer subscribes to your newsletter via a sign-up form on your website, they can be automatically added to a Welcome Series Flow. Typically, embedded forms are found in the footer section of websites.

Pop-Up Forms
: Pop-up forms that capture email addresses can trigger flows like the Welcome Series or Exit Intent Flow.

Website Activity

Product Views: Customers who browse specific products on your website can be entered into a Browse Abandonment Flow.

Cart Additions
: Adding items to their shopping cart without completing the purchase can trigger an Abandoned Cart Flow.

Checkout Initiation
: Starting but not completing the checkout process can trigger an Abandoned Checkout Flow.

Purchase Behavior

First-Time Purchases: Completing a purchase can enter customers into a Post-Purchase Flow, providing them with order confirmation, tracking information, and recommendations for complementary products.

Repeat Purchases
: Customers who make repeat purchases can be entered into loyalty or VIP flows to foster continued engagement.

Engagement with Emails

Opening Emails: Interaction with previous email campaigns, such as opening an email, can trigger subsequent emails or flows designed to further engage the customer.

Clicking Links
: Clicking links within emails to view products or content on your website can also trigger specific flows tailored to their interests.

Customer Data and Segmentation

Customer Segments: Customers who meet certain criteria based on their behavior, demographics, or purchase history can be automatically added to targeted flows.

Custom Properties
: Data collected through integrations or custom properties (e.g., birthdays, interests) can trigger personalized flows.

Integration Triggers

E-commerce Platform Integration: Integration with platforms like Shopify, Magento, or WooCommerce can automatically add customers to flows based on their activities on those platforms.

Third-Party Apps
: Integrations with apps for customer reviews, loyalty programs, and other tools can also trigger specific flows based on customer interactions with those apps.

By leveraging these entry points, you can populate your Klaviyo flows with relevant audiences who are ready to receive your messages.

Now, let's dive into the top six starter flows you should implement in Klaviyo to harness these benefits.

Top 6 Klaviyo Email Flows

1) Welcome Series Flow

Welcome Email Designs
Welcome Email Design Examples [Source: Really Good Emails]

The Welcome Series Flow is arguably the most crucial sequence you can set up in Klaviyo. They typically see open rates of 50-60%, making them 86% more effective than newsletters. First impressions matter, and this flow helps you greet new subscribers with a warm welcome, introducing them to your brand and setting the tone for your future relationship.

Key Benefits:

  • Brand Introduction: A Welcome Series allows you to introduce your brand, share your story, and set expectations about what subscribers can expect from your emails.
  • Subscriber Engagement: Engaging new subscribers early increases the likelihood of them opening future emails.
  • Conversion Opportunities: This flow can guide new subscribers towards making their first purchase, often with a welcome discount.

Design Tips:

  • Visual Appeal: Use high-quality images that reflect your brand's identity. A clean, visually engaging design can make a lasting impression.
  • Clear Call-to-Action (CTA): Each email should have a clear and enticing CTA, whether it's to shop now, learn more, or follow your social media channels.
  • Email Sequence: Consider this an opportunity to introduce your brand. An email sequence could look like this: Discount offer > About the Brand > Best Sellers > Social Proof > Discount Reminder.

2) Abandoned Cart Flow

Abandoned Cart Email Examples
Abandoned Cart Email Design Examples [Source: Email Love]

Customers who add items to their cart but do not complete the purchase represent a significant revenue opportunity. This flow helps recover those potential sales by reminding customers of what they left behind making the Abandoned Cart Flow a must-have for any e-commerce business. In fact, according to research from the Baymard Institute, 69.82% of online shopping carts are abandoned. So, if you don't have one yet, it's definitely time to get on board!

Key Benefits:

  • Revenue Recovery: By nudging customers to complete their purchases, this flow can significantly boost your sales.
  • Customer Convenience: Sometimes, customers abandon carts because they are distracted. A gentle reminder can be very helpful.
  • Insight into Customer Preferences: This flow can help you understand what products are frequently abandoned and refine your offerings or checkout process accordingly.

Design Tips:

  • Product Images: Include images of the abandoned products to remind customers of what they're missing.
  • Incentives: Offer discounts or free shipping to entice customers to complete their purchase.
  • Urgency: Create a sense of urgency by highlighting limited stock availability or a time-limited discount.

Difference from Abandoned Checkout Flow

The Abandoned Cart Flow focuses specifically on reminding customers about items left in their cart before completing the checkout process. On the other hand, the Checkout Flow typically includes emails sent after customers reach the checkout stage, where they can enter their shipping information but do not complete their purchase.

Implementing with Shopify

If you use Shopify, integrating the Abandoned Cart Flow requires adding a snippet of code to your website. Klaviyo's Shopify integration makes this process seamless, allowing you to track cart abandonment and trigger automated emails accordingly.

To implement the Abandoned Cart Flow on your Shopify store, follow these steps:

  1. Make sure you have enabled Klaviyo's onsite tracking.
  2. To create the 'Added to Cart' event in Shopify, follow these steps based on your version.
  3. Once you have event added, test by navigating to your homepage and add the following to the end of the URL, replacing testing.email@gmail.com with your email address: ?utm_email=testing.email@gmail.com
  4. Reload and go to a product page and click the 'Add to Cart' button.
  5. Head back to Klaviyo. Go to Analytics > Metrics > View Activity Feed and you should see your email show up. If not, it might not be set up correctly.
  6. Once the event is set up, navigate to the flows library in Klaviyo and select the Abandoned Cart option. With everything properly configured, all prerequisites are now in place for the flow to operate effectively.

3) Abandoned Checkout Flow

Abandoned Checkout Email Design Examples
Abandoned Checkout Email Design Examples [Source: Really Good Emails]

The Abandoned Checkout Flow complements the Abandoned Cart Flow by targeting customers who abandon the checkout process after entering their billing or shipping information but before completing the purchase. This flow aims to address any potential issues or concerns that prevent customers from finalizing their orders.

Key Benefits:

  • Recovery of Potentially Lost Sales: By addressing checkout abandonment, you can recover sales that would otherwise be lost.
  • Insight into Checkout Process: Analyzing data from this flow can provide valuable insights into any friction points or obstacles in your checkout process.
  • Opportunity for Customer Support: This flow offers an opportunity to provide assistance or clarification to customers who encounter difficulties during checkout.

Design Tips:

  • Clear Instructions: Provide clear instructions or guidance to help customers complete the checkout process successfully.
  • Trust-building Elements: Include trust signals such as security badges or customer testimonials to reassure customers about the safety and reliability of your checkout process.
  • Encouragement: Encourage customers to reach out for assistance if they encounter any issues or have questions about their order.

4) Browse Abandonment Flow

Browse Abandonment Email Design Examples
Browse Abandonment Email Design Examples [Source: Email Love]

Similar to the Abandoned Cart Flow, the Browse Abandonment Flow targets customers who have viewed products but not added them to their cart. They both also dynamically show one item at a time. This flow can re-engage potential buyers by reminding them of their browsing history and encouraging them to take action.

Key Benefits:

  • Re-engagement: Bring back customers who showed interest but didn’t take the next step.
  • Personalized Marketing: Tailor emails based on browsing behavior to show products they are likely interested in.
  • Increased Sales: Prompting customers to reconsider products they’ve viewed can lead to additional purchases.

Design Tips:

  • Relevant Content: Display the products the customer viewed, along with related items they might like.
  • Compelling Visuals: Use eye-catching images and a clean layout to capture attention.
  • Strong CTAs: Encourage customers to return to your website and make a purchase with clear and persuasive CTAs.

5) Post-Purchase Flow

Post Purchase Email Design Examples
Post Purchase Email Design Examples [Source: Really Good Emails]

Sending post-purchase emails is crucial for growing your brand. They convert shoppers into loyal repeat customers, with significantly higher engagement and revenue compared to regular campaigns.

According to Klaviyo, post-purchase messaging achieves a 217% higher open rate, more than 500% higher click rate, and generates 90% more revenue per recipient compared to your average email campaign.

The Post-Purchase Flow extends your customer relationship beyond the sale, enhancing their experience, fostering repeat business, and building loyalty.

Key Benefits:

  • Customer Satisfaction: Thank customers for their purchase and provide useful information such as order tracking.
  • Upsell and Cross-sell Opportunities: Suggest complementary products to drive additional sales.
  • Loyalty Building: Foster a sense of connection and loyalty by showing appreciation and providing value.

Design Tips:

  • Thank You Message: Start with a heartfelt thank you message to express your gratitude.
  • Product Recommendations: Include personalized product recommendations based on the customer’s purchase.
  • Follow-up Content: Provide helpful content such as how-to guides or care instructions related to their purchase.

6) Winback Flow

Winback Email Design Examples
Winback Email Design Examples [Source: MailCharts]

Winback emails not only boost sales and revenue but also enhance customer loyalty and retention. Studies show that selling to existing customers has a higher probability (60-70%) compared to new prospects (5-20%). The Winback Flow targets inactive customers, aiming to re-engage them and encourage purchases. Studies indicate that 45% of subscribers who receive a win-back email will open future emails from your brand.

You've invested a lot in snagging these customers— now it's time to reel them in for good!

Key Benefits:

  • Customer Reactivation: Bring back customers who might have forgotten about your brand.
  • Cost-effective: Retaining existing customers is more cost-effective than acquiring new ones.
  • Renewed Engagement: Rekindle the relationship and remind customers why they loved your brand in the first place.

Design Tips:

  • Enticing Offers: Offer special discounts or promotions to entice inactive customers to return.
  • Engaging Content: Use engaging content that reminds them of your brand’s value.
  • Personal Touch: Personalize the emails to make customers feel valued and missed.

The Importance of Implementing Top 6 Klaviyo Starter Flows

Klaviyo's email flows are integral to any successful email marketing strategy, offering diverse ways to engage subscribers and drive conversions. Implementing these top 6 flows can create a more personalized and targeted email experience, leading to better open rates and higher conversions.

Always monitor and optimize your email flows to maintain their effectiveness and appeal to your subscribers. Klaviyo's advanced analytics allows you to track the performance of your email campaigns and make data-driven adjustments. By harnessing the power of email automation, you can supercharge your e-commerce business and accelerate sales through strategic, personalized email marketing efforts.

So there you have it, 6 must-have starter flows for Klaviyo. Have you already set these up? If not, now's a great time to get started!

Looking for a Klaviyo Design Expert?

Ready to take your Klaviyo game up a notch and show off some serious design skills? Look no further — I've got you covered.

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