Short answer: Every Shopify D2C brand should run seven core Klaviyo flows: welcome series, browse abandonment, abandoned cart, abandoned checkout, post-purchase, replenishment or cross-sell, and win-back. Together they turn visitors into first-time buyers and first-time buyers into repeat customers, automatically.
Flows are automated email and SMS sequences triggered by what a customer does. Unlike one-off campaigns, they work around the clock. For most D2C brands, a few well-built flows are the highest-return marketing work you can do.
The 7 essential Klaviyo flows
| Flow | Triggered when | Goal |
|---|---|---|
| Welcome series | Someone subscribes | First purchase |
| Browse abandonment | A known visitor views products but doesn’t add to cart | Bring them back |
| Abandoned cart | Items added, no checkout | Recover the sale |
| Abandoned checkout | Checkout started, not completed | Recover the sale |
| Post-purchase | An order is placed | Build trust, reviews, second order |
| Replenishment or cross-sell | Time after purchase | Repeat purchase |
| Win-back | No purchase for a long period | Re-engage lapsed customers |
1. Welcome series
Your first impression. Send the first email immediately after sign-up with any promised offer. Follow with your brand story, best sellers and social proof over the next several days. Stop the flow as soon as they buy.
2. Browse abandonment
For subscribers who viewed products but didn’t add to cart. Send one or two gentle reminders showing the product they viewed, within a day. Keep it helpful, not pushy.
3. Abandoned cart
Send the first reminder within a few hours, while intent is fresh. Follow with reviews and answers to common questions, such as sizing, delivery and returns. Save any incentive for the final message, if you use one at all.
4. Abandoned checkout
These shoppers were closest to buying. Send the first message within an hour. Address likely blockers: payment options, delivery time and return policy. SMS works well here, used sparingly and only with consent.
5. Post-purchase
Thank the customer, confirm what happens next and set delivery expectations. After delivery, ask for a review, share care or styling tips, and recommend complementary products. This flow builds the trust that leads to a second order.
6. Replenishment or cross-sell
For consumables like skincare, time a reminder to when the product is likely running out. For fashion and jewellery, recommend items that pair with what they bought. Base timing on your real repurchase data.
7. Win-back
For customers who haven’t bought in a long time. Remind them what’s new, show best sellers and consider a small comeback offer. If they don’t engage, suppress them to protect deliverability.
Best practices for Indian D2C brands
- Exclude recent buyers from promotional flows, so customers don’t get “you forgot something” after they’ve ordered
- Handle COD carefully: confirm COD orders quickly to reduce RTO. See reducing COD returns and RTO
- Use SMS sparingly and only with proper consent
- Authenticate your sending domain so emails land in the inbox
- Write like your brand, not like a template
- Test subject lines and timing, then improve monthly
How to measure flow performance
Track revenue per recipient, conversion rate, click rate and unsubscribes for each flow. Compare flows against each other and against your campaigns. A healthy retention programme drives a meaningful share of total revenue without extra ad spend.
Frequently asked questions
What’s the most important Klaviyo flow?
The abandoned checkout and abandoned cart flows usually recover revenue fastest, while the welcome series drives the most first purchases from new subscribers.
Should I offer a discount in abandoned cart emails?
Not in the first message. Many shoppers return with just a reminder. If you use an incentive, save it for the last message so you don’t train customers to abandon carts.
Email or SMS?
Use both. Email carries more content at lower cost; SMS works best for short, time-sensitive messages like checkout reminders and drops.
How long does it take to set up these flows?
A basic version of all seven can be live quickly. The real gains come from refining copy, timing and segmentation over the following months.
Want these flows built for your store? Our email, SMS and Klaviyo team sets them up and optimises them.