5 Essential Klaviyo Email Flows Every E-Commerce Brand Needs
At Ginger Hill, we believe your email strategy should do more than just sell—it should build relationships, deliver value, and keep your customers coming back for more. That’s where Klaviyo shines. With the right email flows, your e-commerce brand can automate customer touchpoints that feel personal, timely, and on-brand. Here are the must-have flows every e-commerce brand should set up on Klaviyo.
1. Welcome Series
Your first impression matters. A well-crafted Welcome Series introduces your brand, sets expectations, and encourages that crucial first purchase.
Key Emails:
Welcome and brand story
Highlight best-sellers or new arrivals
Offer an incentive, like 10% off, to nudge first-time buyers
Pro Tip: Keep the tone warm and inviting, and showcase what makes your brand unique. Don’t forget to follow up with non-buyers to bring them back.
2. Abandoned Cart Flow
Customers abandon carts for dozens of reasons—but a gentle reminder can bring them back.
Key Emails:
Reminder of items left behind (with images)
Highlight urgency (low stock or limited-time offer)
Social proof (reviews or testimonials)
Pro Tip: Include a dynamic coupon code as an extra incentive, but keep it subtle—you don’t want to train customers to abandon their carts for discounts.
3. Browse Abandonment Flow
This flow is for the window shoppers who browsed your site but didn’t add anything to their cart. It’s a low-pressure way to re-engage.
Key Emails:
“Still browsing?” email with a curated selection of items
Highlight related or trending products
Share content like blog posts or style guides to build trust
Pro Tip: Personalization is key here. Use dynamic product blocks to show exactly what they were looking at.
4. Post-Purchase Flow
Your relationship with customers doesn’t end at checkout. A Post-Purchase Flow ensures a great post-purchase experience and sets the stage for repeat business.
Key Emails:
A thank-you email from the founder or team
Product care tips or “how-to” guides
Upsell or cross-sell recommendations
Pro Tip: Timing is everything. Send a review request or loyalty program invitation after they’ve had time to enjoy their purchase.
5. Customer Winback Flow
Sometimes, customers drift away. A Winback Flow can rekindle the relationship and bring them back to your store.
Key Emails:
“We miss you” with a special offer
Highlight new arrivals or best-sellers
Showcase customer stories or social proof
Pro Tip: Use segmentation to target lapsed customers based on their last purchase date and buying behavior.
Bonus Tip: A/B Test and Iterate
Don’t set it and forget it. Use Klaviyo’s robust testing features to continually refine subject lines, email content, and timing for better performance.
With these flows, your email marketing can work harder (and smarter) for your brand. Need help setting them up or refining your strategy? That’s what we do best at Ginger Hill. Let’s build a Klaviyo strategy that converts.
