1
⬤ Tier 1 — Peak Intent
Abandoned Cart Flow
Recovers customers who added to cart but didn't purchase. Your single highest-RPR automated flow.
$8–$18
RPR Benchmark
Purpose
Intercept customers at their highest point of purchase intent. Someone who added to cart has already decided they want the product — they just didn't finish. Your job is to remove whatever friction stopped them, not bribe them with an immediate discount.
⚠️ Flow Filter Required: Add a filter so this flow only triggers if the customer has NOT started checkout. Customers who reach checkout should enter your Checkout Abandonment flow (Flow 2) instead — not both.
Email Sequence
E1
Send: 1 hour after abandonment
The Friendly Reminder
Reference the specific product they left. No discount. Friendly, conversational tone. Focus on what the product does for them — the outcome, not the features. Include a direct link back to their cart. This email alone should convert 40–50% of your total flow revenue.
Subject: "Still thinking about [Product Name]?"
E2
Send: 24 hours after abandonment
The Social Proof Email
Lead with customer reviews and testimonials for the specific product they left. Address the most common objection for that product. Include star rating, review count, and 2–3 specific customer quotes. Still no discount — let social proof do the converting.
Subject: "What [number] customers say about [Product]"
E3
Send: 72 hours after abandonment
The Final Push
Now introduce a discount — but make it time-limited (expires in 24 hours) and genuine. Include real scarcity if applicable. This is your last attempt. If they don't convert, exit them from the flow. Tip: reduce discount to 10% max — most customers who needed a nudge converted in emails 1 or 2.
Subject: "Last chance — your cart expires tonight"
Quick Win
If you currently have only 1 email in this flow, adding emails 2 and 3 typically increases total flow revenue by 40–60% without changing a single word of email 1. Do this today.
2
⬤ Tier 1 — Peak Intent
Checkout Abandonment Flow
Recovers customers who reached checkout but didn't complete their purchase. Highest RPR of all 8 flows.
$12–$25
RPR Benchmark
Purpose
These customers got further than cart abandoners — they started entering their details. Something stopped them at the last moment. Technical issues, payment friction, distraction, or cold feet. The tone here should be "did something go wrong?" not "come back and buy."
Email Sequence
E1
Send: 30 minutes after abandonment
The "Did Something Go Wrong?" Email
Short, direct, helpful. Ask if they experienced a technical issue. Provide a direct link back to their checkout. Offer alternative payment methods if relevant. This email should feel like a customer service message, not a marketing email.
Subject: "You were so close — did something go wrong?"
E2
Send: 4 hours after abandonment
The Value Reinforcement Email
Remind them what they were about to get. Lead with the outcome the product delivers. Include your top 2–3 trust signals — money-back guarantee, free returns, review count. One clear CTA: complete your order.
Subject: "One step away from [outcome]"
E3
Send: 24 hours after abandonment
The Final Incentive
Your final attempt. Offer a small incentive — free shipping, 10% off, or a bonus gift — to complete the order. Include a 24-hour expiry. Keep it short and direct.
Subject: "Your order is reserved — plus a little something extra"
Quick Win
Most brands don't separate checkout abandonment from cart abandonment. Splitting them into two separate flows with different messaging and timing is one of the fastest revenue wins available. Checkout abandonment typically converts 20–30% better than cart abandonment because the intent is higher.
3
⬤ Tier 1 — Peak Intent
Browse Abandonment Flow
Re-engages customers who viewed product pages but didn't add to cart. Lower intent than cart — but high volume.
$2–$6
RPR Benchmark
Purpose
These customers showed interest but not commitment. The email should feel like a helpful nudge — "we noticed you were looking at this" — not a hard sell. Lead with product information and social proof to move them from interest to intent.
⚠️ Critical Filter: Only trigger this flow if the subscriber has NOT added to cart. Without this filter, customers will receive both browse abandonment AND cart abandonment emails simultaneously — which is redundant, annoying, and hurts conversions.
Email Sequence
E1
Send: 4–6 hours after browsing
The Product Spotlight
Reference the specific product they viewed. Include key benefits, your best review for that product, and a clear CTA. Keep it light — they haven't committed yet. Give them more information to help them decide.
Subject: "Still thinking about [Product Name]?"
E2
Send: 24 hours after email 1
The Scarcity or Social Nudge
If genuine scarcity exists, use it. If not, lead with how many customers have bought this product recently. A final nudge without a discount — save discounts for cart/checkout abandonment which has higher intent.
Subject: "[Product] keeps selling out — just so you know"
Quick Win
Add the flow filter immediately if you don't have it. Browse abandonment without a cart-add filter is one of the most common Klaviyo setup mistakes — it creates a poor customer experience and dilutes your cart abandonment performance.
4
⬤ Tier 2 — High Intent
Welcome Series
Your brand's first impression. Sets expectations, builds trust, and drives the first purchase — often 15–25% of automated revenue.
$3–$8
RPR Benchmark
Purpose
The moment someone subscribes is your highest-engagement window. Lead with value — not a sales pitch. Build trust through brand story and education before presenting any offer. Subscribers who receive 3 value emails before a discount convert at higher rates and higher AOVs.
Email Sequence
E1
Send: Immediately on signup
The Brand Welcome
Welcome them genuinely. Introduce your brand story — why you started, what you stand for, what makes you different. Not a sales pitch. A human introduction. Soft CTA: browse your bestsellers.
Subject: "Welcome to [Brand] — start here"
E2
Send: 24 hours after email 1
The Education Email
Teach them something genuinely valuable about the problem your products solve. No pitch. Pure value. This positions you as an expert and builds the trust that makes every future email more effective.
Subject: "The [problem] guide most people never read"
E3
Send: Day 4
The Social Proof Email
Real customer results. Transformation stories. Specific outcomes. This removes the biggest barrier for new subscribers: does this actually work?
Subject: "What [number] customers say after 30 days"
E4
Send: Day 6
The First Purchase Offer
Now present your offer. They've received 3 value emails — they trust you. Lead with your hero product, its primary benefit, and a first-purchase discount (10–15%). Include your money-back guarantee to reduce risk.
Subject: "Your welcome offer — [X]% off your first order"
E5
Send: Day 9
The Last Chance
Final reminder that the welcome offer expires. Short and direct. If they haven't bought after 5 emails they move into your regular campaign sends.
Subject: "Last chance — your [X]% off expires today"
Quick Win
If your welcome series currently offers a discount in email 1, move it to email 4. Brands that lead with 3 value emails before their discount see 20–40% higher first-purchase AOV because subscribers are better educated about the products before they buy.
5
⬤ Tier 2 — High Intent
Post-Purchase Flow
Turns one-time buyers into repeat customers. The most underinvested flow in most Klaviyo accounts.
$4–$10
RPR Benchmark
Purpose
Someone who just bought is your highest-intent audience. The post-purchase flow does three things: delivers an exceptional experience that builds loyalty, educates them to get results, and cross-sells complementary products at the right moment.
Email Sequence
E1
Send: Immediately after purchase
The Thank You + What to Expect
Confirm their order, reinforce the purchase decision, and tell them what to expect — delivery timeline, what to do when it arrives. Make them feel excited about their purchase.
Subject: "Your order is confirmed — here's what's next"
E2
Send: Day 3–5 (around delivery)
The Usage Guide
How to get the best results from their purchase. Tips, best practices, what to expect in the first week. This email dramatically reduces buyer's remorse and increases satisfaction — both of which drive repeat purchases.
Subject: "How to get the most out of [Product]"
E3
Send: Day 10–14
The Cross-Sell
Recommend complementary products based on what they bought. They've had the product for 10+ days and are experiencing results — this is the optimal moment for a cross-sell.
Subject: "The perfect complement to your [Product]"
E4
Send: Day 25–28
The Replenishment Reminder
For consumable products: remind them their supply is running low. For non-consumable: replace with a new arrivals email.
Subject: "Running low on [Product]? Time to restock"
Quick Win
If your post-purchase flow is only an order confirmation email, you're leaving your most valuable audience with nothing after that first touchpoint. Adding a Day 3 usage guide alone typically increases second-purchase rates by 15–20%.
6
⬤ Tier 2 — High Intent
Winback Flow
Re-engages customers who purchased before but haven't returned. Pure incremental revenue.
$3–$9
RPR Benchmark
Purpose
Lapsed customers already know and trust your brand. They just need a reason to return. Always lead with what's new or what's changed before presenting an incentive.
Setting Your Lapsed Threshold
Calculate: Average time between purchases × 1.4. Supplements (30-day replenishment): 42–45 days. Fashion (90-day cycle): 120–130 days. Home goods (180-day cycle): 240+ days.
Email Sequence
E1
Send: At your lapsed threshold
The Re-Introduction
Acknowledge the time gap. Lead with what's new. No discount yet. Re-establish the relationship first. Make them feel like they've been missed, not chased.
Subject: "It's been a while — here's what's new at [Brand]"
E2
Send: 4 days after email 1
The Welcome Back Offer
Present an exclusive "welcome back" incentive — 15–20% off, framed as appreciation for being a previous customer. Include a 7-day expiry.
Subject: "A special offer — just for coming back"
E3
Send: 7 days after email 1
The Last Chance
Short and direct. "Your offer expires tomorrow." If they don't convert after this email, suppress them from regular campaigns.
Subject: "Last chance — your offer expires tomorrow"
Quick Win
Remove lapsed customers from your regular campaign sends immediately and put them in this dedicated winback sequence instead. Sending regular promotions to lapsed customers hurts your deliverability without meaningfully increasing their chance of converting.
7
⬤ Tier 3 — Medium Intent
Back In Stock Flow
Converts customers who wanted a product when it was unavailable. Highest purchase intent of any list.
Situational
High when relevant
Purpose
Subscribers who signed up for a "notify me" alert are your highest-intent buyers. They've already decided to purchase — they were just waiting. Speed is critical. Send email 1 the moment the product is back in stock.
Email Sequence
E1
Send: Immediately when back in stock
The Restock Alert
Short, urgent, direct. "[Product] is back — but won't last long." Include real stock numbers if limited. One CTA. No discount needed — these customers already want to buy.
Subject: "[Product] is back in stock — grab yours now"
E2
Send: 24 hours later (if not purchased)
The Low Stock Warning
If stock is genuinely running low, report the real number. "Only [X] left." If not, use social proof: "[Number] people have already grabbed theirs."
Subject: "Only [number] left — [Product]"
Quick Win
Make sure you're actively collecting "notify me" signups on your out-of-stock product pages. A simple email capture on the OOS product page is one of the easiest list-growth tactics available.
8
⬤ Tier 4 — List Health
Sunset / Re-engagement Flow
Protects your deliverability by identifying and removing unengaged subscribers before they damage your sender reputation.
Protective
Deliverability
Purpose
Unengaged subscribers hurt every email you send. When inbox providers see that large portions of your list never open your emails, they push your emails into spam — even for your engaged subscribers. A smaller engaged list consistently outperforms a larger disengaged one.
Email Sequence
E1
Send: At 120-day no-engagement mark
The "Are You Still There?" Email
Simple and direct. "We noticed you haven't opened our emails in a while. Are you still interested?" Give them an easy one-click way to confirm they want to stay. This email alone re-engages 5–15% of dormant subscribers.
Subject: "Are you still there, [first name]?"
E2
Send: 5 days after email 1
The Incentive to Re-engage
Offer something to come back — exclusive content, a small discount, or a free resource. Frame it as a reason to stay, not a bribe.
Subject: "We saved something for you"
E3
Send: 10 days after email 1
The Goodbye Email
The most effective re-engagement email of the sequence. "This is our last email to you unless you'd like to stay." Loss aversion is powerful — many people re-engage simply because they don't want to be removed.
Subject: "This is our last email (unless...)"
Quick Win
Suppressing unengaged subscribers feels scary but it's one of the highest-ROI actions in email marketing. Brands that suppress 30% of their list often see campaign open rates double — which improves deliverability for every future send.
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