Setting up the right email flows transformed everything for my clients. In 2023 alone, this automated system generated over $5 million across my client base. What makes this even better? Once you set these up, they run completely hands-off while bringing in consistent revenue every month.
If you’re tired of constantly creating campaigns or want to recover more abandoned carts (we’re talking up to 9x more), this strategy will change how you think about email marketing.
Key Revenue-Driving Insights
- Flows can automate 25% of your total Shopify revenue with proper setup
- 9 core flows with 40-50 total emails form the foundation of any successful store
- Flows vs campaigns: Campaigns cast a wide net; flows are precision targeting based on customer behavior
- Baseline revenue protection: Flows ensure consistent income even when campaigns underperform
- Recovery rates: Properly set up flows can recover up to 9x more abandoned carts than basic setups
Understanding Email Flows vs Campaigns
Think of the difference this way: campaigns are like casting a wide fishing net to everyone on your list. Flows are precision fly fishing - targeting specific people at exactly the right moment based on their actions.
The beauty is you set them up once, turn them on, and they automatically trigger whenever customers take specific actions. While campaigns require constant creation and manual sending, flows work 24/7 without your involvement.
The 9 Essential Email Flows
1. Welcome Flow (4-12 emails)
Trigger: Someone joins your email list
Revenue Impact: This typically becomes your highest revenue flow
The welcome flow delivers your signup discount, educates new subscribers about your brand, and guides them to their first purchase. Here’s my proven sequence:
- Email 1: Deliver discount + welcome message
- Email 1A: Resend to non-openers (people get busy)
- Email 2: Bestsellers showcase
- Email 3: Brand story/founder’s note
- Email 4: Social proof and testimonials
- Email 5: Risk reversal (guarantees, shipping info)
- Email 6: Final discount reminder
- Email 7: Last chance (urgency)
- Email 8: Text-based founder email
Key Filter: Stop sending if they make a purchase during the flow.
| Metric | Target |
|---|---|
| Overall placed order rate | 10% minimum |
| First email conversion | 6% minimum |
| Flow contribution | 20-30% of email revenue |
2. Site Abandoned Flow (1 email)
Trigger: Someone visits your site but doesn’t view any products
This often-overlooked flow catches people who land on your homepage but don’t browse. Send one helpful email pointing them to your bestsellers or categories.
Example subject: “Lost in choices? Let us point you in the right direction”
Pro tip: Don’t try to sell here - sell the click. Get them back to browse products.
3. Browse Abandoned Flow (3 emails)
Trigger: Someone views a product but doesn’t add to cart
This is where personalization becomes crucial. Reference the specific product they viewed and provide targeted information about that item.
- Email 1: Gentle nudge (“Did you mean to leave this behind?”)
- Email 2: Product-specific testimonials and social proof
- Email 3: Risk reversal + urgency
Critical detail: Show multiple products, not just the one they viewed. They might have browsed several items.
4. Cart & Checkout Abandoned Flows (3-8 emails each)
Here’s something most people miss: cart abandoned and checkout abandoned are different triggers in Klaviyo. You need both:
- Cart Abandoned: Someone adds to cart but doesn’t proceed to checkout
- Checkout Abandoned: Someone starts checkout process but doesn’t complete
Most brands only have the checkout flow (which Klaviyo calls “abandoned cart”). You’re missing significant revenue without the actual cart abandoned flow.
High-impact tip: Split your first email based on order value. If someone qualifies for free shipping, lead with that benefit.
5. Post-Purchase Flow (4+ emails)
Trigger: Someone completes a purchase
Remove buyer’s remorse, build excitement, and set the stage for reviews and repeat purchases.
- Email 1: Founder thank you + subtle upsell opportunity (PS section)
- Email 2: Order update + last chance to add items
- Email 3: Getting excited (2-3 days later)
- Email 4: Product-specific tips and usage guides
- Email 5: Review request (3 weeks later)
Important balance: Be subtle with upsells. People just spent money with you - don’t immediately push for more sales.
6. Winback Flow (3-10 emails)
Trigger: 60-90 days after last purchase
Perfect for consumable products or re-engaging past customers.
- Email 1: “It’s been a while…” personal reconnection
- Email 2: “Are you still interested?” (creates emotional response)
- Email 3: Product recommendations based on past purchases
- Email 4: Exclusive discount offer
- Email 5: Feedback request
Use Klaviyo’s “recommended based on previous purchase” blocks for better personalization.
7. VIP Flow (Ongoing)
Trigger: Customer reaches VIP status (I use 5+ purchases)
Your top 20% of customers drive 80% of revenue. Treat them accordingly.
- Welcome to VIP status with generous reward
- Monthly exclusive offers
- Behind-the-scenes content
- Early access to new products
Create a VIP segment in Klaviyo to send these customers special campaign content too.
8. Sunset Flow (2-3 emails)
Trigger: No email engagement for 90-120 days
This “auto-cleaner” improves deliverability and often brings back lost customers.
Send a direct, founder-style message: “We noticed you haven’t engaged with our emails in a while. We need to make space for others, so we’ll remove you from our list unless you’d like to stay.”
Surprising result: This flow often generates decent revenue because it reminds people about your brand and creates urgency.
Implementation Strategy
Technical Setup in Klaviyo
For each flow, you’ll need:
- Proper trigger setup (make sure site tracking is enabled)
- Smart filters (like “hasn’t purchased since starting flow”)
- Time delays between emails
- Conditional splits for personalization
Performance Benchmarks
| Flow Type | Target Metrics |
|---|---|
| Welcome | 10% placed order rate minimum |
| Browse Abandoned | 2% click rate minimum |
| Cart/Checkout | 15-25% recovery rate |
| Post-Purchase | High engagement, review generation |
| Winback | 3-5% reactivation rate |
Testing and Optimization
Start with these templates, then optimize based on your data:
- Test different subject lines
- Adjust timing between emails
- Experiment with discount offers vs. no discount
- Split test founder emails vs. brand emails
Common Implementation Mistakes
Over-complicating the setup: Start with basic versions and add complexity later
Being too pushy: Focus on education first, selling second
Ignoring mobile optimization: Most emails are read on phones
Not using product-specific content: Generic emails perform poorly
Forgetting the human touch: Include founder messages and personal notes
Quick Start Action Plan
- Week 1-2: Set up Welcome and Cart/Checkout Abandoned flows
- Week 3-4: Add Browse Abandoned and Post-Purchase flows
- Month 2: Implement Winback, VIP, and Sunset flows
- Month 3+: Optimize based on performance data
These flows typically take 30-45 days to fully implement and test. The investment is worth it - I’ve seen stores go from 15% email revenue to 35%+ with proper flow implementation.
FAQ
How many flows do I actually need?
You can technically run a store with just campaigns, but flows provide crucial baseline revenue. Start with the first 4 flows (Welcome, Browse Abandoned, Cart Abandoned, Checkout Abandoned) for immediate impact.
What if my open rates are low on flows?
Focus on subject line testing and list hygiene. The Sunset flow helps clean unengaged subscribers, which improves overall deliverability.
Should I offer discounts in every flow?
Not necessarily. Welcome flows often need discounts to convert, but post-purchase flows should focus on education and relationship building. Test what works for your audience.
How do I handle customers who trigger multiple flows?
Set up smart sending in Klaviyo to prevent email fatigue. Generally, prioritize transactional flows (cart abandoned) over promotional flows (winback).
Can I use these flows for any type of product?
Yes, but customize the content. Consumable products benefit heavily from winback flows, while luxury items might need longer nurture sequences in the welcome flow.
The key is starting simple and building complexity over time. These 9 flows will create a revenue foundation that works around the clock, giving you the freedom to focus on other aspects of growing your business.