Automation is the backbone of a profitable email programme. Unlike campaigns — which you plan, build, and send manually — flows run in the background, generating revenue around the clock with no ongoing effort once they’re set up correctly.
Your welcome flow is the most important sequence you’ll build. It reaches subscribers at the peak of their interest — the moment they’ve raised their hand and said “I want to hear from you.” A strong welcome series introduces your brand story, sets expectations for what being on your list looks and feels like, showcases your bestsellers or hero products, and creates a buying moment — often with a small incentive — for subscribers who haven’t yet purchased. Most welcome series should run across three to five emails over the first seven to ten days.
The abandoned cart flow is well known, but most implementations are mediocre. The default Klaviyo template, sent once after an hour, does a fraction of the work a properly structured sequence can do. An effective abandoned cart flow sends across multiple touchpoints — typically three emails over 24–72 hours — with different angles. The first is a simple reminder. The second addresses potential objections. The third, if needed, makes a stronger case. Giving a discount too early trains customers to abandon intentionally.
If someone views a product page but doesn’t add to cart, they’re still showing clear intent. A browse abandonment flow captures this earlier stage of the buying journey and brings people back before they’ve completely moved on. Timing is critical here — a browse abandonment email sent too quickly feels intrusive; too late and the moment has passed.
The post-purchase flow is where long-term customer value is built. It starts with a transactional confirmation but should extend into a broader onboarding experience — introducing your brand values, sharing how-to content or product care guides, requesting a review at the right moment, and identifying the natural next product to recommend.
Every list has dormant customers — people who bought once and drifted away. A win-back flow, triggered when someone passes a defined period without a purchase, gives you a structured opportunity to re-engage them. Klaviyo’s predictive analytics can also identify customers at risk of churning before they go fully dormant, allowing for earlier, softer intervention.
These five sequences aren’t isolated — they form a system. A customer moves from welcome series to post-purchase flow to win-back over time, with abandoned cart and browse abandonment catching them at critical decision points in between. If you’re missing any of these or suspect your current versions aren’t performing as well as they could, get in touch for an audit.