8 Klaviyo Flow Examples (+ How to Create a Flow)

Email marketing has proven to be a highly effective way for businesses to engage with customers and promote their products or services.

However, managing email campaigns can be time-consuming, and it’s easy to miss opportunities to connect with potential customers.

That’s where Klaviyo comes in.

Klaviyo is an email marketing platform specializing in creating personalized campaigns and automated flows to increase conversions and customer loyalty.

One of the key features of Klaviyo is the ability to create flows, which are automated sequences of emails triggered by specific events or actions.

This article will discuss 8 Klaviyo flow examples and how they can benefit your business.

1. Welcome Flows

Welcome flows are a great way to introduce new subscribers to your brand and make them feel valued.

These flows typically include a welcome email, an introduction to your brand, and a call to action to make a purchase or sign up for your newsletter.

Here are some examples of businesses that are using Klaviyo for their welcome flows:

  • Chubbies – Chubbies, a men’s clothing company, created a welcome flow that includes a discount code for new subscribers. As a result, they saw a 41% increase in conversion rates.
  • Vessi – Vessi, a footwear company, created a welcome flow that includes an introduction to its brand and a video showcasing its products. This flow has helped increase their email open rates by 50%.

2. Abandoned Cart Flows

Abandoned cart flows are designed to remind customers of items they left in their cart and encourage them to complete their purchases.

Some examples of businesses that are using Klaviyo for their abandoned cart flows are:

  • Sugarfina – Sugarfina, a luxury candy company, created an abandoned cart flow that includes a reminder of the items left in the cart and a discount code to incentivize purchases. This flow has resulted in a 60% increase in conversion rates.
  • Native – Native, a natural deodorant company, created an abandoned cart flow that includes a message from the CEO and a limited-time offer. This flow has helped increase their email open rates by 80%.

3. Post-Purchase Flows

Post-purchase flows are designed to thank customers for their purchase and encourage them to make another purchase or leave a review.

Here are some examples of businesses that are using Klaviyo for their post-purchase flows:

  • ThirdLove – ThirdLove, a lingerie company, created a post-purchase flow that includes a thank-you message, a discount code for their next purchase, and a request for a product review. This flow has helped increase their customer loyalty and repeat purchase rates.
  • Baked by Melissa – Baked by Melissa, a dessert company, created a post-purchase flow that includes a thank-you message, a request for a product review, and a referral program offer. This flow has helped increase their customer referrals and repeat purchase rates.

4. Re-Engagement Flows

Re-engagement flows are designed to win back customers who have not interacted with your brand in a while. Here are some examples of businesses that are using Klaviyo for their re-engagement flows:

  • Harry’s – Harry’s, a men’s grooming company, created a re-engagement flow that includes a personalized message and a discount code. This flow has helped increase their email open rates by 30% and their conversion rates by 20%.
  • Casper – Casper, a mattress company, created a re-engagement flow that includes a message about their new products and a discount code. This flow has helped increase their email open rates by 50%.

5. Upsell/Cross-sell Flows

Upsell/cross-sell flows are designed to encourage customers to purchase additional products or upgrade their existing purchases. Here are some examples of businesses that are using Klaviyo for their upsell/cross-sell flows:

  • Fabletics – Fabletics, a women’s activewear company, created an upsell/cross-sell flow that includes product recommendations based on the customer’s purchase history and preferences. This flow has helped increase their average order value and repeat purchase rates.
  • Bombas – Bombas, a sock company, created an upsell/cross-sell flow that includes a message about their bundle deals and a recommendation for complementary products. This flow has helped increase their average order value and customer retention rates.

6. Birthday Flows

Birthday flows are designed to celebrate customers on their special day and offer them a personalized discount or gift. Here are some examples of businesses that are using Klaviyo for their birthday flows:

  • Sephora – Sephora, a beauty company, created a birthday flow that includes a personalized message, a gift, and a special offer. This flow has helped increase their customer loyalty and repeat purchase rates.
  • Glossier – Glossier, a beauty company, created a birthday flow that includes a personalized message, a discount code, and a product recommendation. This flow has helped increase their email open rates and customer retention rates.

7. Winback Flows

Winback flows are designed to bring back customers who have not made a purchase in a long time. Here are some examples of businesses that are using Klaviyo for their win-back flows:

  • BarkBox – BarkBox, a subscription service for dogs, created a win-back flow that includes a personalized message and a special offer. This flow has helped increase their customer retention rates.
  • Dollar Shave Club – Dollar Shave Club, a men’s grooming company, created a win-back flow with a message about their new products and a special offer. This flow has helped increase their email open rates and customer retention rates.

8. Browse Abandonment Flows

Browse abandonment flows are designed to remind customers of products they were interested in but did not add to their cart. Here are some examples of businesses that are using Klaviyo for their browse abandonment flows:

  • Bonobos – Bonobos, a men’s clothing company, created a browse abandonment flow that generated massive results.

How to Create a Flow in Klaviyo

In this article, we will walk you through the process of creating a flow in Klaviyo.

Step 1: Identify the Trigger

The first step in creating a flow is to identify the trigger that will start the flow. A trigger can be anything from a sign-up form submission to a purchase or an abandoned cart.

Once you have identified the trigger, navigate to the Flows tab in your Klaviyo account and click “Create Flow.”

Step 2: Choose a Flow Template

Klaviyo offers a variety of flow templates for different types of triggers, such as Welcome Series, Abandoned Cart, or Win-Back Campaigns.

Select the template that best suits your needs, or start from scratch by choosing the “Create From Scratch” option.

Step 3: Set Up the Trigger Event

Next, you will need to set up the trigger event for your flow. This is the specific action or event that will trigger the flow to start.

For example, if you are creating a Welcome Series flow, the trigger event might be a new subscriber signing up for your email list.

To set up the trigger event, click on the trigger block in the flow canvas and select the relevant trigger event from the dropdown menu.

Step 4: Add Flow Filters

After setting up the trigger event, you may want to add flow filters to further segment your audience.

Flow filters are conditions that must be met for a contact to continue through the flow.

For example, you might want to exclude contacts who have already made a purchase from an Abandoned Cart flow.

To add flow filters, click on the filter block in the flow canvas and select the relevant filter conditions.

Step 5: Create Flow Actions

Once you have set up the trigger event and any necessary filters, it’s time to create the flow actions. Flow actions are the specific emails or other actions that will be triggered by the flow.

To add a flow action, click on the action block in the flow canvas and select the type of action you want to add, such as sending an email or updating a contact property.

Step 6: Customize Flow Actions

After adding the flow actions, you will need to customize them to fit your brand and message.

This includes creating email content, setting up email timing, and personalizing the email with merge tags. Klaviyo makes it easy to customize your flow actions with its drag-and-drop email builder and merge tag options.

Step 7: Preview and Test Your Flow

Before activating your flow, it’s important to preview and test it to ensure that everything is working as intended.

Preview each email in the flow to make sure that the content and timing are correct.

You can also use Klaviyo’s testing feature to send test emails to yourself or a small group of contacts to ensure that the emails are rendering correctly.

Step 8: Activate Your Flow

Once you are confident that your flow is working as intended, it’s time to activate it.

Click the “Activate Flow” button to start the flow, and monitor its performance using Klaviyo’s analytics dashboard.

You can also make adjustments to the flow as needed to improve its effectiveness over time.

Klaviyo Flow: Summary

Creating a flow in Klaviyo is a simple process that can help you automate your email marketing campaigns and improve your overall ROI.

By following the steps outlined above, you can create effective and personalized flows that engage your audience and drive conversions.

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