- Flows are automated messages triggered by what a shopper does, so they keep working every day after you build them once.
- Start with the welcome series and abandoned checkout, then add browse abandonment, post-purchase and winback.
- Klaviyo's default abandoned cart flow for Shopify is triggered by the Checkout Started event; an Added to Cart version reaches shoppers who never reached checkout.
- Browse abandonment uses the Viewed Product metric and should be a lighter touch than the cart flow, with a delay of at least one hour.
- Use flow filters so one shopper is not in several flows at once, and watch unsubscribes and spam complaints as closely as revenue.
Which Klaviyo flows should a Shopify store set up first?
Set up a welcome series and an abandoned checkout flow first, then add browse abandonment, a post-purchase flow and a winback flow. Together they cover the moments when shoppers are most likely to act: just after subscribing, right after leaving a checkout, after looking at products, after buying, and when they have gone quiet. Each flow is built once and then runs every day, which is why they usually matter more than one-off campaigns for a growing store.
This is the order our email marketing team follows when we set up Klaviyo for a Shopify store.
What is the difference between a flow and a campaign?
A campaign is a message you send to a list at a time you choose, such as a sale announcement. A flow is a series of messages triggered by something a person does, such as subscribing, starting checkout or placing an order. Klaviyo's getting started guide to flows describes a welcome series triggered when someone subscribes, which then sends several pre-configured messages over time. Campaigns create spikes; flows create a steady base of revenue.
1. Why start with the welcome series?
New subscribers are at their most interested. Klaviyo describes the welcome series as the flow that introduces subscribers to your brand and converts them into first-time customers. A good series covers:
- What the brand stands for and why the products are different.
- Best sellers or the most popular categories.
- Reviews, photos from customers and delivery or returns promises.
- A clear reason to buy now, such as a first-order offer, if you use one.
Remove people from the welcome series once they buy, so they move on to post-purchase messages instead of being asked to buy again.
2. How should the abandoned checkout flow work?
According to Klaviyo's guide to the Added to Cart flow for Shopify, the default Klaviyo abandoned cart flow is triggered by the Shopify Checkout Started event, while an Added to Cart version reaches more casual shoppers who never started checkout. The Added to Cart version needs the Klaviyo app embed and cart tracking enabled. A typical abandoned checkout flow sends a reminder with the items, then answers common doubts such as delivery times, returns and payment options. Filter out anyone who places an order so nobody gets a reminder after buying.
3. When is browse abandonment worth adding?
Klaviyo's browse abandonment guide explains that these flows are triggered by the Viewed Product metric, so product view tracking must be enabled on your site first. It recommends making browse abandonment a lighter touch than the cart flow, because viewing a product shows less intent than starting checkout, and adding a time delay of at least one hour. It also suggests excluding people who are already in a flow triggered by Added to Cart, so they do not receive both.
4. What should a post-purchase flow do?
Klaviyo describes post-purchase flows as showing appreciation and introducing related products. In practice the first messages should help the order arrive and be used well: a thank-you, delivery information, care or setup tips, and a request for a review once the product has arrived. Cross-sells work best after the customer has had time to enjoy the first purchase.
5. How does a winback flow bring customers back?
A winback flow re-engages customers who bought before but have not bought again in a while. Set the waiting time from your own buying cycle: a coffee subscription and a sofa store have very different gaps between orders. Lead with what is new or relevant to their last purchase, and keep any incentive for the final message.
In what order should you build them?
| Order | Flow | Trigger |
|---|---|---|
| 1 | Welcome series | Someone subscribes |
| 2 | Abandoned checkout | Checkout Started, no order |
| 3 | Browse abandonment | Viewed Product, no cart or checkout |
| 4 | Post-purchase | Placed Order |
| 5 | Winback | No order for a set period after the last one |
How do you stop flows overlapping?
Without rules, one shopper can subscribe, browse and abandon a checkout in the same hour and receive messages from three flows. Use flow filters so people leave a flow when they move further down the funnel or place an order, and decide which flow wins when two apply. Klaviyo also lets you use conditional splits inside a flow, for example to treat first-time buyers and repeat customers differently. Our workflow automation team often maps these rules on one page before anything is built.
Which data makes flows better?
Flows are only as good as the events behind them. Check that Shopify events such as Viewed Product, Added to Cart, Checkout Started and Placed Order reach Klaviyo correctly, that product images and prices pull into messages, and that customer properties such as first order date are accurate. Review apps, loyalty programmes and subscriptions can add further triggers when their integrations are set up.
How do you measure whether flows work?
Track revenue and conversions per flow, but also unsubscribes and spam complaints, because aggressive flows can hurt deliverability for every email you send. Mailbox providers set strict sender requirements, which our guide to SPF, DKIM, DMARC and the Gmail and Yahoo sender rules explains. Review each flow monthly, test one change at a time, and retire messages that no longer earn their place.
Frequently asked questions
How many emails should a welcome series have?
There is no fixed number. Many stores start with three to five messages over one to two weeks: a welcome and brand story, best sellers, social proof, and a reason to buy now. Start small, check which messages people open and click, and add steps only when they earn their place.
Should every flow include a discount?
No. Discounts in every flow train shoppers to wait for a code and reduce margin. Use them where they change behaviour, such as a first-purchase incentive in the welcome series, and test the cart flow with and without one. Product information and reassurance often work just as well.
Do we need separate flows for email and SMS?
Not always. Klaviyo flows can include both email and SMS messages, but SMS needs its own explicit consent and should be used sparingly for time-sensitive messages. Many stores keep email as the main channel and add an SMS step only to the abandoned checkout flow.
How long until flows show results?
Flows start working as soon as shoppers trigger them, so a store with steady traffic sees first results within days. Judge each flow over a few weeks of data, compare it with the previous period, and change one thing at a time so you know what made the difference.
Can Klaviyo flows use data from apps other than Shopify?
Yes. Klaviyo integrates with many ecommerce and review apps, and custom events can be sent through its API. That lets flows react to things like subscriptions, loyalty points or support tickets. Check each integration's documentation before relying on a specific event.
What should we check before turning a flow live?
Preview every message with real product data, confirm the trigger and filters, send tests to inboxes on mobile and desktop, check links and discount codes, and make sure the flow excludes people who already bought. Then turn it on and watch the first sends closely.
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