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Free Klaviyo Flow Checklist
The complete list of Klaviyo email and SMS flows every eCommerce store needs — with timing, email count, and setup priorities. Check off what you have, see what you are missing.
Use this interactive Klaviyo flow checklist to audit your email automation setup. Top-performing eCommerce brands run 10–15+ flows that drive 25–45% of total revenue. Check off the flows you already have, expand each card for recommended timing and best practices, and see your completion score update in real time.
✓ Interactive checklist ✓ 15 essential flows ✓ Built for eCommerce ✓ Timing & best practices
0 of 15 flows set up (0%)
🔴 Revenue-Critical Flows
These 5 flows generate 80%+ of your email automation revenue. Build these first.
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Welcome Series (Non-Buyer)
Trigger: New subscriber who has not purchased
Critical
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Why it matters: Often the single highest-revenue flow in Klaviyo. Converts subscribers while intent is highest.
Recommended emails: 4–6 emails over 7–14 days
Recommended emails: 4–6 emails over 7–14 days
- Email 1 (Immediate): Deliver discount code, set brand expectations, clear CTA to shop
- Email 2 (Day 1–2): Brand story — who you are, why you exist, what makes you different
- Email 3 (Day 3–4): Bestseller showcase — top 3–4 products with social proof
- Email 4 (Day 5–7): Social proof — customer reviews, UGC, press mentions
- Email 5 (Day 8–10): Educational content — how to use products, ingredient spotlight
- Email 6 (Day 12–14): Final discount reminder with urgency — "Your 10% off expires soon"
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Abandoned Cart Flow
Trigger: Added to cart but did not start checkout
Critical
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Why it matters: Recovers 5–15% of abandoned carts. Average $3.65 RPR vs $0.11 for campaigns.
Recommended emails: 3 emails over 3 days
Benchmark: 45–55% open rate, 5–10% conversion rate
Recommended emails: 3 emails over 3 days
- Email 1 (1–4 hours): "You left something behind" — show cart contents, clear CTA to return
- Email 2 (24 hours): Add social proof — reviews for the abandoned product, trust badges
- Email 3 (48–72 hours): Incentive — small discount or free shipping to close the sale
Benchmark: 45–55% open rate, 5–10% conversion rate
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Abandoned Checkout Flow
Trigger: Started checkout but did not complete purchase
Critical
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Why it matters: These shoppers are furthest down the funnel — they entered their info. Highest conversion potential of any flow.
Recommended emails: 3 emails over 3 days
Benchmark: 50–65% open rate, 8–15% conversion rate
Recommended emails: 3 emails over 3 days
- Email 1 (1 hour): "Complete your order" — show cart, highlight benefits, remove friction
- Email 2 (12–24 hours): Address objections — FAQ, return policy, customer reviews
- Email 3 (48 hours): Urgency + incentive — limited stock, discount, free shipping
Benchmark: 50–65% open rate, 8–15% conversion rate
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Post-Purchase / Thank You Flow
Trigger: Order placed (first-time and repeat buyers)
Critical
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Why it matters: 60% open rate average. Builds loyalty, drives cross-sells, and generates reviews. Key to increasing LTV.
Recommended emails: 4–5 emails over 21 days
Benchmark: 55–65% open rate, 0.4–0.8% placed order rate
Recommended emails: 4–5 emails over 21 days
- Email 1 (Immediate): Order confirmation with warm thank you — set delivery expectations
- Email 2 (Day 2–3): Brand education — how to use/care for the product, tips, community links
- Email 3 (Day 5–7): Cross-sell — "Customers who bought X also love Y"
- Email 4 (Day 10–14): Review request — "How's your [product]?" with direct link to leave a review
- Email 5 (Day 18–21): Reorder nudge / subscription pitch — "Time for a refill?"
Benchmark: 55–65% open rate, 0.4–0.8% placed order rate
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Browse Abandonment Flow
Trigger: Viewed product page but did not add to cart
Critical
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Why it matters: Captures early-funnel intent. Most visitors browse without adding to cart — this flow re-engages them before they forget.
Recommended emails: 2–3 emails over 3 days
Benchmark: 35–50% open rate, 2–5% click rate
Recommended emails: 2–3 emails over 3 days
- Email 1 (2–4 hours): "Still thinking about [Product]?" — show the browsed product with reviews
- Email 2 (24 hours): Social proof — "Here's what others are saying about [Product]"
- Email 3 (48 hours): Related products — "You might also like..." with alternatives
Benchmark: 35–50% open rate, 2–5% click rate
🟠 High-Impact Flows
These 5 flows improve retention, LTV, and customer experience. Build these after your critical flows are live.
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Customer Winback / Re-Engagement
Trigger: No purchase in 60–120 days
High
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Why it matters: Acquiring a new customer costs 5–7x more than retaining one. This flow recovers 5–15% of lapsed customers.
Recommended emails: 3–4 emails over 30 days
Recommended emails: 3–4 emails over 30 days
- Email 1 (Day 60–90): "We miss you" — highlight new products or bestsellers since their last purchase
- Email 2 (Day 75–100): Incentive — exclusive "come back" discount or free shipping
- Email 3 (Day 90–120): Final appeal — "Last chance" urgency, show what they are missing
- Email 4 (Day 120+): Sunset warning — "We'll stop emailing unless you want to stay" (cleans your list)
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Review Request Flow
Trigger: X days after delivery (based on shipping time)
High
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Why it matters: Reviews are the #1 trust driver for eCommerce. More reviews = higher conversion rates on product pages.
Recommended emails: 2 emails over 7 days
Benchmark: 40–50% open rate, 5–15% review submission rate
Recommended emails: 2 emails over 7 days
- Email 1 (7–14 days post-delivery): Simple ask — "How's your [product]?" with one-click star rating
- Email 2 (5–7 days later): Reminder for non-responders — "Your opinion matters" with small incentive (points, discount on next order)
Benchmark: 40–50% open rate, 5–15% review submission rate
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Back-in-Stock Notification
Trigger: Product variant returns to inventory
High
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Why it matters: Recovers sales lost to stockouts. Subscribers already demonstrated purchase intent by opting in — conversion rates are extremely high.
Recommended emails: 1–2 emails
Benchmark: 60–75% open rate, 10–20% conversion rate
Recommended emails: 1–2 emails
- Email 1 (Immediate): "[Product] is back!" — hero image, urgency ("limited quantity"), direct add-to-cart CTA
- Email 2 (24–48 hours): Reminder for non-purchasers — "Still available, but going fast"
Benchmark: 60–75% open rate, 10–20% conversion rate
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Replenishment / Reorder Reminder
Trigger: X days after purchase (based on product use cycle)
High
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Why it matters: Perfect for consumable products (supplements, skincare, food, coffee, pet food). Drives predictable repeat revenue.
Recommended emails: 2–3 emails
Benchmark: 45–55% open rate, 8–15% reorder rate
Recommended emails: 2–3 emails
- Email 1 (80% of use cycle): "Time for a refill?" — product image, one-click reorder, subscription pitch
- Email 2 (100% of use cycle): "Running low?" — urgency, "subscribe & save 15%"
- Email 3 (110% of use cycle): Final nudge — "Don't run out" with incentive
Benchmark: 45–55% open rate, 8–15% reorder rate
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VIP / Loyalty Tier Flow
Trigger: Customer reaches spending or order count threshold
High
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Why it matters: Top 10% of customers drive 40–50% of revenue. Recognizing and rewarding them increases retention and lifetime value.
Recommended emails: 2–3 emails
Benchmark: 50–65% open rate, 2–3x higher LTV vs non-VIP
Recommended emails: 2–3 emails
- Email 1 (On qualification): "Welcome to VIP" — exclusive perks, early access, special discount
- Email 2 (3–5 days later): VIP-exclusive product preview or bundle offer
- Email 3 (Ongoing monthly): Exclusive early access to new drops, sales, or limited products
Benchmark: 50–65% open rate, 2–3x higher LTV vs non-VIP
🟢 Growth & Optimization Flows
These 5 flows add incremental revenue, improve deliverability, and unlock new segments. Build once critical + high-impact flows are optimized.
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Birthday / Anniversary Flow
Trigger: Customer's birthday or signup anniversary
Medium
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Why it matters: Personal touch that drives loyalty and incremental revenue. Birthday emails generate 3x higher transaction rates than standard promotions.
Recommended emails: 2 emails
Recommended emails: 2 emails
- Email 1 (On birthday or 3 days before): "Happy Birthday!" — exclusive gift or discount (15–25% off)
- Email 2 (7 days later): "Don't forget your birthday gift" — reminder with expiry
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Price Drop / Sale Alert
Trigger: Price decreases on previously viewed or wishlisted product
Medium
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Why it matters: Converts price-sensitive shoppers who were interested but not ready to buy at full price.
Recommended emails: 1 email
Recommended emails: 1 email
- Email 1 (Immediate): "Price drop on [Product]!" — show old vs new price, urgency CTA
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Cross-Sell / Upsell Flow
Trigger: Purchase of specific product or category
Medium
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Why it matters: Increases AOV and LTV by recommending complementary products to existing customers who already trust your brand.
Recommended emails: 2 emails over 7–14 days
Recommended emails: 2 emails over 7–14 days
- Email 1 (7–10 days post-purchase): "Complete the look" or "Pairs perfectly with your [product]" — 2–3 complementary items
- Email 2 (14 days): Category-specific recommendations based on purchase history
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Sunset / List Hygiene Flow
Trigger: No email open or click in 90–120 days
Medium
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Why it matters: Protects deliverability. Inactive subscribers hurt your sender reputation, causing more emails to land in spam — even for engaged subscribers.
Recommended emails: 2–3 emails over 14 days
Recommended emails: 2–3 emails over 14 days
- Email 1 (Day 90): "Are you still interested?" — clear CTA to stay subscribed
- Email 2 (Day 100): Final offer — "Here's a special deal just for you" (last attempt to re-engage)
- Email 3 (Day 110–120): "We're removing you from our list" — gives them one last chance to opt back in
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Referral Program Flow
Trigger: 14–21 days after first purchase (satisfied customer)
Medium
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Why it matters: Referred customers have 25% higher LTV and 18% lower churn. Referrals are zero-CPA acquisition.
Recommended emails: 1–2 emails
Benchmark: 3–8% referral conversion rate for well-structured programs
Recommended emails: 1–2 emails
- Email 1 (14–21 days post-purchase): "Love [brand]? Share with a friend" — unique referral link, reward for both parties
- Email 2 (30 days): Reminder — "You haven't used your referral link yet"
Benchmark: 3–8% referral conversion rate for well-structured programs
Missing critical flows? Let us build them for you.
TGM is a Klaviyo Partner — we build and optimize email flows for DTC brands
Full Klaviyo setup, flow optimization, and ongoing campaign management to maximize your email revenue.
Get a Free Email Audit →Klaviyo Flow Performance Benchmarks
| Flow | Avg Open Rate | Avg Click Rate | Avg RPR* |
|---|---|---|---|
| Welcome Series | 45 – 60% | 8 – 15% | $3.00 – $8.00 |
| Abandoned Cart | 45 – 55% | 8 – 12% | $3.00 – $5.50 |
| Abandoned Checkout | 50 – 65% | 10 – 18% | $4.00 – $8.00 |
| Post-Purchase | 55 – 65% | 5 – 10% | $0.50 – $1.50 |
| Browse Abandonment | 35 – 50% | 4 – 8% | $0.80 – $2.50 |
| Winback | 25 – 40% | 3 – 6% | $0.30 – $1.00 |
| Back-in-Stock | 60 – 75% | 15 – 25% | $5.00 – $12.00 |
| Replenishment | 45 – 55% | 8 – 14% | $2.00 – $5.00 |
*RPR = Revenue Per Recipient. Benchmarks based on Klaviyo aggregate data for eCommerce brands.
What Are Klaviyo Flows and Why Do They Matter for eCommerce?
Klaviyo flows are automated email and SMS sequences that trigger based on customer behavior — like signing up, abandoning a cart, making a purchase, or going inactive. Unlike one-off campaigns that you send manually, flows run 24/7 in the background, sending the right message at the right time without any manual work.
For eCommerce brands, flows are the highest-ROI marketing channel. Klaviyo's own data shows that automated flows generate an average RPR (revenue per recipient) of $3.65, compared to just $0.11 for standard email campaigns. That is a 33x difference in per-email revenue. Top-performing eCommerce brands generate 25–45% of their total email revenue from flows alone.
The difference between brands making 10% of revenue from email and brands making 30%+ almost always comes down to how many flows they have running and how well those flows are optimized. Most Shopify stores have 2–3 flows; brands making real money from email have 10–15+.
How Many Klaviyo Flows Does My Store Need?
At minimum, every eCommerce store should have the 5 revenue-critical flows running: welcome series, abandoned cart, abandoned checkout, post-purchase, and browse abandonment. These cover the highest-intent customer moments and typically generate 80%+ of flow revenue.
Once those are optimized, add the 5 high-impact flows: winback, review request, back-in-stock, replenishment, and VIP/loyalty. These improve retention, LTV, and customer experience. Finally, layer in the 5 growth flows for incremental gains: birthday, price drop, cross-sell, sunset, and referral.
Our checklist above covers all 15 essential flows with recommended timing, email count, and benchmarks for each. Check off what you have to see your completion score.
How to Prioritize Your Klaviyo Flow Setup
If you are starting from scratch or only have a few flows, build in this order for maximum revenue impact:
- Week 1–2: Welcome Series + Abandoned Checkout. These two flows alone can generate 40–60% of your total flow revenue. Every day without them is revenue left on the table.
- Week 3–4: Abandoned Cart + Post-Purchase. Separate cart from checkout abandonment for better messaging. Post-purchase builds the relationship for repeat sales.
- Month 2: Browse Abandonment + Winback + Review Request. These expand your automation coverage to earlier and later funnel stages.
- Month 3+: Back-in-Stock, Replenishment, VIP, and the remaining growth flows. Each adds incremental revenue and improves customer experience.
Klaviyo Flow Best Practices for DTC Brands
Across all flows, these best practices consistently improve performance:
- Suppress across flows: Ensure customers do not receive overlapping emails from multiple flows simultaneously. Use Klaviyo's flow filters to suppress recipients who are already in a higher-priority flow.
- Split by customer segment: First-time buyers, repeat buyers, and VIPs should receive different messaging in post-purchase and winback flows. Use conditional splits in Klaviyo.
- A/B test subject lines: Klaviyo allows A/B testing within flows. Test one variable at a time (subject line, send time, offer amount) and let winners run for 2–4 weeks before declaring results.
- Include SMS for high-intent flows: Add SMS touchpoints to abandoned checkout and back-in-stock flows. SMS open rates exceed 90% and conversion rates are 3–5x higher than email for time-sensitive messages.
- Monitor deliverability: Keep flow open rates above 30% and spam complaint rates below 0.1%. Use the sunset flow to clean inactive subscribers. Measure your email ROI with our email marketing ROI calculator.
How Klaviyo Flows Impact Customer Lifetime Value
Flows are the engine that turns one-time buyers into repeat customers. Post-purchase flows, replenishment reminders, cross-sell sequences, and VIP recognition all work together to increase purchase frequency and extend customer lifespan — the two inputs that directly drive LTV.
Brands with a full flow stack typically see 20–40% higher LTV than brands relying only on campaigns. The compounding effect is powerful: a welcome series converts subscribers, post-purchase builds trust, replenishment drives the second order, cross-sell increases AOV, and VIP recognition locks in loyalty for years. Calculate the impact with our LTV calculator.
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Klaviyo Flow Checklist FAQ
How many Klaviyo flows should my eCommerce store have?
At minimum, 5 revenue-critical flows: welcome series, abandoned cart, abandoned checkout, post-purchase, and browse abandonment. High-performing brands run 10–15+ flows. Each additional flow captures a different customer moment and adds incremental revenue.
What percentage of revenue should come from Klaviyo flows?
For well-optimized eCommerce brands, Klaviyo typically drives 25–45% of total revenue, with a roughly 50/50 split between flows and campaigns. If your flow revenue is below 15%, you likely have gaps in your automation setup or your flows need optimization.
What is the difference between abandoned cart and abandoned checkout?
Abandoned cart triggers when someone adds a product to their cart but never starts checkout. Abandoned checkout triggers when someone begins checkout (enters email/info) but does not complete the purchase. Checkout abandoners are further down the funnel and convert at higher rates. You should have separate flows for each.
Which Klaviyo flow generates the most revenue?
The welcome series is often the single highest-revenue flow because it reaches every new subscriber at peak intent. Abandoned checkout typically has the highest conversion rate per email. Together, these two flows usually generate 40–60% of total flow revenue.
How many emails should each flow have?
It varies by flow: welcome series should have 4–6 emails, abandoned cart/checkout 3 each, post-purchase 4–5, browse abandonment 2–3, winback 3–4, and most other flows 1–3. More emails give you more touchpoints, but always suppress across flows to avoid over-emailing.
Should I include SMS in my Klaviyo flows?
Yes — especially for high-intent flows like abandoned checkout and back-in-stock. SMS open rates exceed 90% and conversion rates are 3–5x higher than email for time-sensitive messages. Use SMS sparingly (1–2 per flow) and always pair with email for full coverage.
How do I prevent flows from overlapping and over-emailing?
Use Klaviyo's flow filters to suppress recipients who are already in a higher-priority flow. Set a priority order: abandoned checkout > abandoned cart > browse abandonment > welcome. Also set minimum time delays between flow emails (typically 24–48 hours) and limit total emails per profile to 1–2 per day across all flows.
What is the sunset flow and why does it matter?
A sunset flow removes or suppresses subscribers who have not opened or clicked an email in 90–120 days. This protects your sender reputation and deliverability. Inactive subscribers cause emails to land in spam for everyone — including engaged subscribers. Aim to sunset 5–10% of your list quarterly.