The concept in practice.
The ten flows that carry the revenue
Flows are automated: built once, they run in the background and produce contribution margin without extra ad euros.
Read this sectionThe ten flows that carry the revenue
Flows are automated: built once, they run in the background and produce contribution margin without extra ad euros. Most stores have welcome and abandoned checkout — but leave the rest. Here are the ten a well-run account runs:
- Welcome flow: converts new subscribers while interest is hottest, and sets the tone for the relationship.
- Abandoned checkout: catches the hottest customers, a few clicks away from buying.
- Abandoned cart: reaches those who added to cart without going to checkout.
- Browse abandonment: catches an earlier interest — people who looked without adding to cart.
- Post-purchase: onboards the product, pulls the second purchase forward and reduces returns.
- Replenishment: hits consumables just before the customer runs out, and raises purchase frequency.
- Winback: revives customers who've stopped buying, before they're lost.
- Sunset: removes unengaged profiles from active sending and protects deliverability.
- VIP / loyalty: nurtures your most valuable customers with relevant recognition rather than discounts.
- Review / UGC: asks for a review and user content at the right moment after the purchase.
Customer behaviour determines the next message.
Ready for a relevant message
The message can continue when the customer meets the filters and may be contacted.
01An event or subscription starts the relevant flow.
Build them in the right order
You don't have to build all ten at once. Start with the five that carry the most — welcome, abandoned checkout, browse abandonment, post-purchase and winback — and add the rest as the list and the business grow. Each flow is decision logic, not just an email: triggers, conditional branching and smart sending decide who gets what, when.
Frequently asked questions
Which Klaviyo flows should I build first?
Welcome, abandoned checkout, browse abandonment, post-purchase and winback. Those five cover the most important moments in the customer journey and typically carry the bulk of flow-driven revenue. Add the others as the business grows.
Are ten flows too many?
No, if they're set up right with conditional logic and smart sending, so the customer isn't bombarded. Each flow hits a specific moment in the customer journey. The quality of the logic matters more than the number.
From insight to action
See how it applies in practice.
Emails built around customer needs
At Cotonshoppen, email marketing supports the customer journey. The case connects the product range, communication and repeat purchases.
Read the caseKlaviyo and retention
Discuss your email flows
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About the author
Nicklas Segatz Mortensen
Growth hacker and fractional CMO with 10+ years' experience and hundreds of millions in managed ad spend behind him. Background from larger Danish and international scale-ups, and from the agency world.
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