Email is the easiest revenue stream you’re probably under-using.

A good email setup should bring in at least 30% of your ecommerce store’s total revenue. An optimised setup should bring in even more. You’ve probably heard it 100 times before: email is the lowest-lift channel out there, bringing in orders on repeat. That magical “ker-ching” on your phone? Arguably the biggest dopamine hit on the planet and we want as many of those as possible.

The beauty is, so much of email marketing for ecommerce stores can be automated. So yes, you can make money in your sleep. It’s just a shame you can’t pack orders while dreaming about your next product drop, too.

Totally new to email? Or just haven’t looked at your flows in a while? You’re in the right place.

• If you’re just starting out → this is your flow blueprint to follow
• If you’ve already set up flows → consider this your friendly nudge to improve what you’ve got

Obviously, we all have our favourite tech tools, but when it comes to Email Service Providers (ESPs), Klaviyo is the only party I’m dancing at. As someone who ran their own Shopify store for over a decade, and looked into multiple Shopify email marketing tools, Klaviyo was the one that slingshot my customer retention and sales alongside Meta ads. 

We use Klaviyo for all our clients because it’s built for ecommerce, integrates like a dream with Shopify, and just… works. It’s easily one of the best email marketing platforms out there.
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What are flows, and why do they matter?

Every ESP will have its own words for things, but flows are essentially automated sequences of emails triggered by someone’s behaviour or actions. They might have added an item to their cart, triggering an Abandoned Cart flow. Or signed up for your newsletter, triggering the Welcome flow.

These are the basis of automated email marketing. Think of flows like your most reliable marketing team member. They don’t take holidays, they never ghost you, and they’ll keep working even if you forget they exist (which, I hope you won’t!).

The best bit about them:

• You can nurture customers at scale‍
• They still feel personal, even if they’re automated
• Convert your browsers into buyers with limited effort
• Retain your best customers, keeping in touch after they purchase, until they’re ready to buy again

It’s not all set-and-forget, though (wouldn’t that be nice!). Once they’re up and running, a quarterly or bi-annual review is all you need to keep them feeling fresh and aligned as your business grows and your brand evolves. (That’s what I do for clients.) ‍

Watch out, though. Don’t let your flows become outdated. That’s the biggest mistake I see ecommerce businesses making when they manage email marketing in-house. 

Now that you have an idea of the benefits of email marketing flows, let’s look at some examples.
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5 must-have email flows for ecommerce stores

Let’s jump into the good stuff. If you already have any of these flows, this is your reminder to review and refresh them. If you’re just getting started, you can use these as the basis for your email marketing templates.
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1. Welcome Flow

Trigger: Someone subscribes to your awesome newsletter

This is your first impression, so it’s got to be good. Ideally, you’ve offered your new subscriber something in return for their details, like 10% off, a free gift with purchase, or £5 to spend (there are a ton of options). This flow introduces your brand, delivers the discount, and helps them find the perfect product for their first purchase.
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Got this flow? How to make it better: Don’t stop at 1 or 2 emails. Ideally, you’ll have 3–5 emails, like a mini-series, that present your products from different angles. If they purchase, they should drop out of the flow.‍

Klaviyo tip: Only offer discounts to first-time customers. For returning customers, offer something if they haven’t bought recently; you don’t want someone who just placed an order to receive your welcome flow.
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2. Abandoned Checkout

Trigger: Someone starts checkout but doesn’t place their order

As far as revenue-generating flows go, this one comes in a cool second place. Sure, you could use Shopify’s default emails, but they lack personality (and I know your brand has a ton of it). Customers can spot a templated message a mile away. Let’s make a bit of effort here.

If someone left your party 10 minutes after arriving, you’d text them. This is the ecommerce version of “Everything okay mate? You left your coat behind.”

Around 60% of baskets are abandoned, making this flow absolutely essential within your ecommerce email marketing strategy. We want to win as many back as we can, because that’s a ton of cash.
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Got this flow? How to make it better: Add in a conditional split and send different emails to prospective new customers versus returning customers who already know you.‍

Klaviyo tip: Add urgency at the end of the flow by offering a discount for first-time customers. Use a dynamic coupon code that expires after, say, 48 hours.
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3. Browse Abandon

Trigger: Someone views a product (but doesn’t add it to their cart)

This is such an easy flow to set up, and one that a lot of brands tend to skip when setting up their Klaviyo account. It’s a goldmine for sales! These shoppers are curious; they’re looking around your site but haven’t made a decision yet. Your job is to give them a reason to come back.

The goal of this flow? Clicks, and getting that “add to cart” action so they move into your Abandoned Cart flow.
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Got this flow? How to make it better: If you only have 1 email, add another. We know how busy inboxes are, so those follow-up reminders are essential.‍

Klaviyo tip: Product discovery is everything here. Show them the best you have to offer, along with reviews to build trust. Use dynamic product blocks to suggest items based on their browsing history.
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4. Post Purchase

Trigger: Someone places an order

This is usually where the conversation ends for brands. They think, “I got the order, job done.” But the whole point of retention marketing is to drive customer lifetime value (CLV), which means getting as much as possible from each customer, ideally by encouraging a second (and third) purchase.

There’s so much you can do with this flow, but generally you want to:

• Say thanks (this is not your order confirmation, this is a personal note from the founder)
• Tell them what happens next
• Let them know their order is on the way, and what to do once it arrives
• Check in to make sure everything’s okay
• Ask for a review
• Suggest what to buy next
• Add an incentive if they haven’t shopped again yet

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Got this flow? How to make it better: Use this moment to collect UGC (user-generated content), follow up with care guides or tutorials, share brand storytelling, or take them behind the scenes. They’ve committed, don’t leave them hanging. At the very least, tell them what to do with the candle/cheese board/ceramic egg holder they just bought.‍

Klaviyo tip: Split your post-purchase flow into two journeys. One triggered by Placed Order, the other by Fulfilled Order. This allows for even more timely, personalised messaging, especially if you have variable lead times.
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5. Win-Back Flow

Trigger: Someone placed an order but hasn’t returned in 90–180 days (your timeframe may vary)

If someone has reached this flow, they’re in the “almost gone” zone. This is your chance to re-engage them. Show them what’s new, what’s trending, suggest something that complements what they bought before, or offer a cheeky discount to tempt them back.
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Got this flow? How to make it better: Test different time delays and content. Some people just need more time. If you can figure out what brings people back, you’ve nailed this flow.‍

Klaviyo tip: Use past campaigns that performed well for your Lapsed Customer segment and clone them into this flow. If it worked once, automate it!
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Already set these up? Here’s what to do next

When’s the last time you reviewed your flows? If you’re like most of the businesses I meet week in, week out, it’s been a while. You might even be promoting products you don’t sell anymore.

Revisit your flows the same way you’d revisit your product pages. Flows aren’t one-and-done (which is why lots of businesses rely on agencies like mine to keep them in ship shape). Audit your flows every quarter.

Put it on your calendar right next to ‘file receipts’ and ‘pretend I understand SEO.’

Ask yourself:

• Are they still relevant?
• Is the branding up to date?
• Are they still converting?
• Is the messaging still landing?

Go over each message in the flow. Check for:

• Dead links (the dreaded 404 happens more than you’d think)
• Outdated branding or photography
• Missing personalisation opportunities
• Gaps in the flow (e.g. only 1 email instead of 3)

CHALLENGE: Pick 1 flow to review this week. Read it from your customer’s POV, does it make sense?
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Why we always recommend Klaviyo for ecommerce flows

So, why is Klaviyo email marketing so effective? We spend a lot of time migrating small businesses from other ESPs because the functionality and analytics just aren’t there on other platforms. Klaviyo makes performance measurable, you can set your flows live and see 20%+ more revenue in your store within 30 days.

We love:

• The segmentation options for campaigns
• Revenue tracking is built right in
• The ability to A/B test literally everything

If you’re ready to make the switch, click here to sign up.

Heads up, that’s an affiliate link.
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Don’t sleep on flows

If you’re not using email marketing yet, this is your sign. Every flow I walked you through is automated. These are the emails that keep working while you’re bingeing Netflix or replying to your 47th “where’s my order?” message of the week.

Running an ecommerce store means juggling a hundred hats. Let’s make this one an easy win, yeah?

If you’re already set up with some flows, take this as your reminder to give them a little love; your ecommerce store will thank you.

Email marketing is so much more than newsletters and segments. It’s all about the flows. And with the right ones in place, you’ll see those sales pinging in while you’re working on your next launch or product drop.‍

Want to finally get more orders with email this year?

Watch this free 30-minute training on how to win with email.

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