MARKETING
7 Klaviyo flows every online store needs
The automated email and SMS flows that drive most owned-channel revenue — welcome, abandoned cart, browse abandonment, post-purchase, win-back and more.
By VISIBI Marketing team·Reviewed by Adnan Khan, Co-founder & CEO·Updated 29 September 2026·8 min read
QUICK ANSWER
The automated email and SMS flows that drive most owned-channel revenue — welcome, abandoned cart, browse abandonment, post-purchase, win-back and more.
KEY TAKEAWAYS
✓Flows typically drive a large share of email revenue with far fewer sends than campaigns.
✓Welcome and abandoned cart flows are the highest-value starting point.
✓Segment by behaviour and purchase history to keep flows relevant.
AT A GLANCE
Typical flow revenue mix for an online store
Abandoned checkout34%
Welcome series26%
Abandoned cart14%
Browse abandonment10%
Post-purchase & cross-sell10%
Win-back6%
Illustrative mix; your results depend on traffic and list size.
The 7 essential flows
- Welcome series (with first-order incentive)
- Abandoned checkout
- Abandoned cart / added to cart
- Browse abandonment
- Post-purchase and review request
- Replenishment or cross-sell
- Win-back for lapsed customers
Make them convert
Use dynamic product blocks, clear single calls to action, social proof and mobile-first design. Test timing and incentive levels rather than copy alone.
Add SMS carefully
SMS works well for abandoned checkout and shipping updates. Keep frequency low and follow UK consent rules.
Common mistakes to avoid
✕Optimising for clicks or rankings instead of revenue
✕Running campaigns on broken or incomplete tracking
✕Changing too many things at once, so nothing can be measured
✕Ignoring mobile speed on landing pages
HOW VISIBI CAN HELP
How we help with marketing
01AuditWe find wasted spend, missed demand and broken tracking first.
02PrioritiseA roadmap ranked by revenue impact — quick wins first.
03ExecuteMarketers and developers working together, so fixes ship in days.
04Report on revenueMonthly reporting tied to orders and profit, not vanity metrics.
Get a free email audit →Free · No obligation · Reply within 24 hours
Frequently asked questions
How many emails in a welcome series?
Usually 3–5 over the first 1–2 weeks.
Should abandoned cart emails include a discount?
Test it — many stores start without a discount in the first email.
Is Klaviyo worth it for small stores?
Yes, if you sell online and collect emails — flows run automatically.
AK
Reviewed by Adnan Khan · Co-founder & CEO25 years growing digital businesses across search, AI visibility and ecommerce. Written by the VISIBI Marketing team.Meet the team →
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