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For most Ecommerce brands with a complete set of automated email flows built out, the Non Buyer Welcome sequence will often be the single highest revenue driver.

You'll want to spend a good amount of time building and optimizing this flow because it is truly the lowest handing fruit when it comes to Klaviyo revenue - even more so than abandonment flows - purely because of the volume.

It is also likely that email #1 in your welcome flow will drive more sales than any other flow email in your Klaviyo account, so this message should be optimized and split tested over time using Klaviyo's flow analytics.

You want the open rate and click through rate of this first message to be as high as possible, as this engagement will increase the chance of users getting your future emails delivered to their primary inbox. Get people engaging with your emails from day one.

The welcome flow is triggered by someone signing up to your email list for the first time, usually before they've made a purchase. Most of the time this happens through an on-site lead generation campaign using pop ups. The email footer is another place where people can subscribe to trigger this flow.

You've likely seen online stores of all sizes using a pop up or other on-site messaging to build their email lists. Pop ups with offers such as "10% off your first purchase" continue to work extremely well and are a key part of a wider Ecommerce marketing strategy for most brands even though they've been used for years.

These email capture tactics are what feeds a brand's welcome flow. After opting in for the coupon - or some other new customer offer - the subscriber is sent an automated sequence of emails over the following few days. This automated sequence is usually somewhere in the range of 3-6 emails in length.

Here is a basic structure we recommend for your welcome flow emails in Klaviyo:

• Email #1 - Give people what they signed up for, immediately with no time delay. This is usually a coupon code which is sometimes unique for each user.
• Email #2 - Recommend some popular products and share social proof.
• Email #3 - Tell your brand story or talk about something else which could set you apart from the competition, such as your USPs, social good initiatives, or just why your product line is better than others on the market.
• Email #4 - Address any common questions or objections which could be causing making people hesitant to purchase. Use more social proof.
• Email #5 - Remind people their first-time customer coupon is expiring (assuming this is actually true) and use a little urgency to encourage that purchase. Use more social proof.

This is another one of the key automated flows every brand should aim to build in Klaviyo. The ROI on setting this up and getting it right is truly huge.

Most Ecommerce platforms such as Shopify have some kind of built-in checkout or cart abandonment flow functionality, however you'll want to use Klaviyo for this instead as the branding, personalization, and conversion rates will all be better. Our Shopify email agency team never use any of the email marketing tools built in to the platform, or any Ecommerce platform for that matter. There are always better dedicated third party options availabe.

The goal of this flow is to identify users who were close to making a purchase, but dropped out for some reason before actually buying. This happens a lot, even for stores with strong brands, high levels of trust, and good overall conversion rates.

Many studies have been done highlighting the huge cart and checkout abandonment rates in Ecommerce¹, so you absolutely need a strategy to combat this and recover as many lost sales as possible.

We advise brands to trigger this flow between 1 and 4 hours after a user abandons the checkout process. You'll use flow filters to ensure someone has not returned to purchase before you send them the sequence of automated emails.

Note: The terms checkout abandonment flow and abandoned cart flow are often used interchangeably, however abandoned cart emails vs checkout are not actually the same. We'll cover the differences in another article but for the purpose of this Klaviyo flow guide we'll focus on checkout abandonment.

Here is a basic three email structure we recommend for your checkout abandonment flow emails in Klaviyo:

• Email #1 - Send this 1-4 hours after the checkout abandonment event. Include a dynamic section in Klaviyo with the user's cart contents showing. Add some cute copy to encourage people to come back, as well as social proof/reviews. No coupon!
• Email #2 - Send this a day later and introduce a coupon here if you'd like. Usually 5-10% will be sufficient. If possible use a unique code which actually expires within a few days. Use more social proof and overcome any common objections or answer FAQs.
• Email #3 - Send this a further day later and let people know their coupon is expiring. You may also choose to delay offering the coupon until this email. Use more social proof as always.
• Email #4 - Optional if you'd like to focus on the fact the coupon is expiring today/tomorrow. You can also use this email as an invitation to get customers to reply to your customer service team with any unresolved questions they have which are stopping them from buying - text only works great for this.

Again, the above structure is just a recommendation for you to use as a starting point. You'll notice we mention not using a coupon immediately. There is no need to give a discount in the first email to get results with this flow. You could even hold it back until email #3 or test not using one at all depending on your brand's positioning in the market.

Ideally all of your abandonment emails will include dynamic content showing the customer's cart contents.

The Klaviyo browse abandonment flow compliments any cart abandonment and checkout abandonment initiatives you have in place. You can think of browse abandonment campaigns as a higher funnel version of cart abandonment.

You could also imagine it as the email marketing version of re-targeting ads which show users the products they've been browsing online recently.

Browse abandonment is often overlooked. For some stores it can be a high volume flow which generates significant revenue. It's also easy to setup and requires only one or two emails in the sequence, and no discounts!

This flow works by tracking users who are already in your Klaviyo account - meaning you at least have their email address - and looking at their activity browsing your Ecommerce store. If a user views a particular product page then leaves without adding to cart or buying, they could be eligible for your browse abandonment emails.

The Klaviyo post purchase flow is something every brand should implement. We also recommend creating multiple flows for new customers and returning buyers who are purchasing for the second or third time.

Post purchase emails are sent shortly after an order is placed, making sure the customer has received their email receipt/order confirmation and any tracking and shipping information.

This phase is the start of the customer journey so it is important to get things right and reassure customers they've just made a good decision by buying from you - especially if it is their first order. These emails have high open rates because buyers want to check their order is correct, and see shipping info. So made them look and sound good!

The main goals of the post purchase flow emails are to thank the customer, let them know what to expect, and reinforce their buying decision. This automated flow is also a good way to 'fill the gap' that occurs between someone buying online and then actually receiving their order in the mail. This time window could be 3-7 days for many stores, and in some cases even longer.

The longer it takes for customers to receive their items in the mail, the more effort and content you'll want to add to your post purchase sequence.

A standard post purchase email sequence in Klaviyo might look like this:

• Email #1 - Send this using a short time delay within an hour and thank customers for their purchase. Include a summary of their order and expected shipping times, and info around how to contact you if they need to. Create a version for new and existing customers with different copy using conditional splits.
• Emails #2 and #3 - Space these out according to your shipping times. Tell your brand story, show some social proof to reinforce the buying decision, and ask people to join any customer communities you have on social or in private groups such as Facebook or Discord. Loyalty program information can be included here too.

These post purchase emails are usually timed to arrive before a customer receives their product. That's why there is no cross selling or upselling happening yet. We usually recommend waiting until someone has received their products before going for the next purchase. You can however include a coupon for a future purchase in this initial post purchase sequence if you'd like.

Cross-sell flows are excellent revenue drivers and one of the best strategies for any brand that wants to increase repeat purchase rates and turn more one time buyers into loyal customers.

However, here at our Ecommerce email marketing agency we're alway surprised at how many 7 and 8 figure Ecommerce stores do not have a well designed cross sell flow setup in place. Some don't have anything at all. If you're in this category then you're certainly leaving money on the table.

The goal is of course to encourage customers to come back and buy again, preferably by making intelligent product recommendations based on their purchase history. This is the strategy which requires the most customization out of all the Klaviyo flow ideas in this guide, because each brand's product range differs so much.

Generally though, you want to aim for each customer to get a few different product recommendations which make sense to them during the 2-4 weeks following their order. We like to build out multiple cross sell flows targeting the following:

• Flow with specific product recommendations for your top 3 sellers. Each product has its own flow, with the most relevant products presented as cross sells.
• Collection level cross sells where it makes sense. For example, if a customer bought from Collection A then recommend products from Collection C or D if these product types go together.
• A catch all flow recommending bestsellers to anyone who did not yet purchase them.

Setting these up can be complex and requires a good understand of Klaviyo triggers and flow filters. You need to consider the timing of each flow, and prioritize them so customers don't receive too many post purchase cross sell emails if they buy multiple items. This can be done with filters, smart sending, flow timing, or a combination of these tools.

Each store is going to have a different strategy when it comes to cross selling, but as long as each customer is receiving multiple recommendations for their next purchase which make sense to them, you'll be well on your way to increasing repeat purchase rates and turning more one-time buyers into loyal customers who keep coming back.

The VIP flow plays an important role in any effective Ecommerce email marketing strategy. It's great for letting your best customers know you recognize and appreciate their loyalty. In today's ultra competitive marketplace keeping your customers is more important than ever.

There is always an enticing deal or discount to be had with competing brands, so you'll want to do everything possible to ensure customers keep buying from you.

The most important thing to do in this flow is give people recognition. Let them know they're now a VIP, and can expect to be treated as such in the future. This could be via early access to new product launches or promotional sales (consider bigger discounts for them), or maybe even VIP only offers once per quarter.

You do not have to immediately give someone a coupon of discount the moment they hit VIP status, whatever that is for your brand. It is the customer appreciation and anticipation of priority treatment and access in the future which matters the most.

A single email letting someone know they've reached VIP status works great. Consider using a mostly text based email, with a more personalized feel. Address the message from the founder or a head of customer service.

The zero party data flow is something a little different - over and above what most brands are doing even in the most competitive markets. We like to encourage brands we consult at our Klaviyo email marketing agency with to try this if it makes sense for them in their market as the results can be impressive.

What is zero party data, or a zero party data flow in Klaviyo?

Zero party data refers to data you as a brand collect directly from customers. The basic examples would of course be a name and email address. However, what we're doing with this strategy is collecting much more granular data from prospects and customers in order to give them a highly personalized marketing experience.

So what does this mean in practice?

The strategy we're talking about here is using quizzes and surveys - often in the pre-purchase phase as an email list growth tool - then building out various different flows which are highly relevant to what each individual told us about themselves and their wants/needs during the quiz or survey.

Here is an example of a pre-purchase quiz below from JONES ROAD Beauty. They use this as a lead generation tool:

Beauty brand JONES ROAD is using a quiz to ask potential customers about their needs, preferences, and problems related to skin health. Users click through a series of questions, enter an email to see their results, then are presented with personalized product recommendations.

What you don't see here is all of the segmentation which can happen behind the scenes. If a user does not make a purchase they can be marketed to via highly targeted emails based on their answers to the quiz questions. Ideally a brand will build several different welcome sequence automations to follow up with quiz non-purchasers, each one targeted to a specific set users with common problems or needs identified by the quiz.

You may of seen some brands using quizzes like this one. These are often given prominent placements on the Ecommerce store homepage, which is extremely valuable real estate. Why do you think that is? They're doing this because quizzes are an excellent lead generation tool with high conversion rates that also collect much more information on each person than an email address. This is valuable data.

Building a quiz with 6-12 questions is fairly simple using a tool such as Octane AI, TypeForm, or LeadQuizzes. After a user has answered the various questions and given an email address to get their results they can be segmented based on their answers in Klaviyo.

Your zero party data flows, or quiz flows, will then trigger a series of Welcome emails which are highly relevant to each person. You'll likely have 3-4 different pre-built flow sequences, depending on which segment a user ends up in after the quiz. These can address different pain points, provide education on various topics, and recommend products based on what you know about each person.

If you're a skincare brand for example and you divide your products up internally by the skin type/condition they're most suited for, you might design a quiz with questions that lead people to let you know whether they have dry, oily, acne prone, or normal skin as the primary outcome of the questions. Y

You can then build 4 different automated email flows each based around that skin type with appropriate product recommendations and customer testimonials.