The 6 core Klaviyo flows every store needs
Campaigns make noise, flows make money quietly. On the accounts we manage, flows regularly produce 25 to 40% of Klaviyo revenue from a fraction of the send volume, because they hit one person at exactly the right moment instead of everyone at 10am Tuesday.
These are the six flows every ecommerce store should have live. If you're missing one, that's not a to-do item, it's a leak.
1. Welcome series
The highest revenue per recipient of anything you will ever send. Someone just gave you their email, usually for a discount, at peak interest. Three to five emails: deliver the code, introduce the brand, show bestsellers, handle objections.
On one account we manage, the welcome series alone produced about $75K in a single month at a 46% open rate and 10.8% click rate. Nothing else in the account came close on a per-send basis.
2. Abandoned cart
Someone added to cart and left. Two to four emails starting within a few hours. Show the exact items, answer the questions that stall checkout (shipping, returns, sizing), and hold the discount back until the last email if you use one at all.
3. Browse abandonment
They viewed products but never added to cart. Lighter touch than cart abandonment, usually one or two emails. This is your biggest audience by volume: on a typical store, only about 13% of product viewers ever add to cart, which makes this flow the net under the widest part of the funnel.
4. Post-purchase
The thank-you sequence: order confirmation aside, this is where you set delivery expectations, teach product use, ask for the review, and make the cross-sell. Buyers are most likely to buy again shortly after buying. Stores that skip this flow leave the second order to chance.
5. Win-back
Customers who bought before but have gone quiet, typically 60 to 120 days past their expected reorder point. A reminder of what they liked, maybe an incentive. This is the flow we find missing most often in audits, and it's the definition of money on the table: these people already trusted you with an order once.
6. Sunset
The unglamorous one that protects all the others. Profiles that haven't engaged in months get a final "still interested?" series, and non-responders get suppressed. This keeps your open rates real, your spam complaints low, and your Klaviyo bill smaller (we wrote up the billing math here).
How to audit your own coverage in 5 minutes
Open Klaviyo's flow list and check each of the six against three questions:
- Does it exist at all?
- Is it actually live, not draft or paused? Edited flows sometimes get left in manual mode, which is the same as off.
- Has it sent in the last 7 days? A live flow with zero recent sends has a broken trigger.
Then sort your flows by revenue over 30 days. If welcome, cart, and checkout abandonment aren't at the top, something's misconfigured.
Or see it on one screen
Our dashboard, RaziCo Dash AI (free while in beta, we built it), shows exactly this as a flow coverage card: the six core flows, each marked live or missing, with the missing ones flagged as sized opportunities. It's how we caught a missing win-back flow on an account doing over $1M a month through Klaviyo. The estimate on that gap ran well into five figures monthly.
Read-only API key, takes a minute to connect: dash.razico.co
FAQ
What about back-in-stock and price-drop flows? Both are worth adding once the core six are live, especially for stores with inventory swings. We treat them as the second tier: real money, but only after the leaks above are plugged.
Should flows use discounts? Welcome usually yes, since you promised one at signup. Cart and win-back, test holding it to the final email. Automatic discounts everywhere train customers to abandon carts on purpose.
How many emails per flow? Start small: 3 for welcome, 2 to 3 for cart, 1 to 2 for browse, 2 for post-purchase, 2 for win-back, 2 for sunset. Expand what earns.