Email marketing
The five Klaviyo flows every Shopify store needs before anything else
July 5, 2026 · 7 min · ScaleLab
Email revenue doesn't come from sending more newsletters. It comes from automations that meet customers at the moments that matter — automatically, around the clock. Five flows carry most of that revenue, and they should exist before you send a single campaign.
01Welcome: the highest open rates you'll ever see
New subscribers are at peak interest — welcome emails routinely earn multiples of normal engagement. The flow's job is to convert that interest into a first purchase: deliver the signup incentive instantly, tell the brand story, then present bestsellers with social proof.
Three to five emails over a week outperforms one, because interest decays but doesn't vanish. Suppress buyers from the flow the moment they convert.
02Abandoned cart and browse abandonment: recovering intent
Cart abandonment targets the strongest signal in ecommerce — items chosen, checkout untouched. First reminder within hours, objection handling next, and any incentive last, so you never discount buyers who only needed a nudge.
Browse abandonment catches the step before: viewed products, no cart. Softer tone, product-focused, one or two emails — it quietly becomes a top revenue flow in most stores.
03Post-purchase: where retention starts
The gap between order and delivery is high attention and zero selling pressure — use it. Confirm, reassure, educate about the product, and set up the review request for after delivery.
Then branch: first-time buyers get nurtured toward a second purchase (the hardest, most valuable conversion in retention); repeat buyers get cross-sell and loyalty paths.
04Win-back: revenue from the list you already paid for
Customers quietly lapse. A win-back flow triggers when someone exceeds their expected repurchase window — a reminder of what they loved, something new, and only then an incentive.
The same logic feeds list hygiene: subscribers who ignore everything get a last-chance sequence and are then suppressed, protecting deliverability for everyone else.