What is Klaviyo Sales Funnel (Templates, Examples)?

Do you ever feel like your online marketing efforts are cast adrift in a vast sea of digital noise?

Wondering how to reel in those potential customers and turn them into loyal buyers? Use Klaviyo sales funnel.

A Klaviyo sales funnel is a strategic sequence of automated email marketing campaigns designed to guide potential customers through a series of steps, from initial engagement to making a purchase. It’s a precise method for nurturing leads, increasing engagement, and driving conversions by sending tailored messages at key points in the customer journey.

Join me on this journey as we navigate the world of Klaviyo sales funnels, how to create them, some templates to getting started, and how to maximize your e-commerce success.

Pros and Cons of Klaviyo Sales Funnels

The table below provides a summary of the pros and cons of Klaviyo Sales Funnels:

Effective SegmentationPricing can be relatively high
AutomationLearning curve for beginners
PersonalizationLimited customer support
Powerful AnalyticsIntegration complexity
Versatile Templates

Understanding Klaviyo Sales Funnels:

Let’s start at the beginning.

Imagine your business as a ship on a vast ocean. Klaviyo is your compass, guiding you toward potential customers and helping you navigate the treacherous waters of e-commerce.

In essence, a Klaviyo sales funnel is a systematic approach to lead potential customers through a series of steps, ultimately leading to a purchase.

It’s not just about sending emails; it’s about sending the right emails at the right time.

Example: Think of it like a friendly lighthouse.

When a ship (potential customer) approaches, the lighthouse (your Klaviyo funnel) shines its light (targeted emails) to guide the ship safely to shore (making a purchase).

Understanding Klaviyo’s Features: Your Toolkit for Creating Sales Funnels

Klaviyo equips you with a toolkit that’s like a Swiss Army knife for marketers. Here’s a handy table chart that highlights the key features of Klaviyo for sales funnels:

Email AutomationSend personalized, timely emails automatically.
SegmentationDivide your audience into specific groups.
A/B TestingExperiment with different email variations.
Analytics & ReportingTrack performance and make data-driven decisions.
IntegrationSeamlessly connect with your e-commerce platform.

Example: Imagine you’re a chef, and Klaviyo is your kitchen.

Each feature is a unique utensil – the email automation is your trusty chef’s knife, slicing through the clutter, while segmentation is your spice rack, allowing you to add just the right flavor to your campaigns.

Setting Up Your Klaviyo Account: Charting Your Course

Getting started with Klaviyo is like plotting your course on a map.

Sign up for an account and integrate it with your e-commerce platform. This ensures that Klaviyo can access the data it needs to set sail on your marketing voyage.

You also want to configure settings, and familiarize yourself with the dashboard.

It’s like getting your ship ready for a strategic voyage, ensuring it’s equipped to collect data and navigate towards customer engagement and conversions.

How to Create a Basic Sales Funnel in Klaviyo

Let’s expand on the seven steps to create a sales funnel in Klaviyo:

  • Identify Your Target Audience: Begin by defining your ideal customers. Segment them based on demographics, behaviors, or preferences. This is akin to choosing the right passengers for your journey.
  • Craft a Lead Magnet: Create a compelling reason for potential customers to engage with you, such as offering a discount, a free guide, or exclusive content. Think of this as a friendly invitation to step aboard your marketing ship.
  • Set Up an Email Sequence: Design a series of emails that guide your audience through the funnel. Start with a welcoming email, followed by educational content, and then product offers. It’s like showing your passengers the ship’s amenities.
  • Welcome Email: The first email sets the tone. Welcome your subscribers warmly, introduce your brand, and establish expectations. It’s like greeting guests as they step on board.
  • Educational Content: Provide valuable information in subsequent emails. Share insights, solve problems, or entertain – build a relationship with your audience. It’s akin to storytelling during a voyage.
  • Product Offers: Gradually introduce your products or services, highlighting their value and benefits. Encourage action, such as making a purchase or signing up for a webinar. This is like showing passengers the treasures your ship carries.
  • Monitor and Adjust: Continuously track the performance of your funnel. Analyze open rates, click-through rates, and conversions. Based on data, make adjustments to optimize your funnel’s effectiveness, just as a captain adjusts the ship’s course based on navigation data.

These simple steps will help you to create a Klaviyo sales funnel that effectively leads potential customers on a meaningful journey towards conversion.

Example: Think of this like inviting fellow sailors on your ship. You want to make them feel welcome, show them the ropes, and eventually, lead them to discover the treasures your ship (business) holds.

Types of Klaviyo Sales Funnels:

Klaviyo offers various types of sales funnels, each suited for different goals. It’s like having different routes to reach your destination.

Let’s expand on the five types of Klaviyo sales funnels:

i). Lead Generation Funnel:

This funnel is like casting a net to capture potential customers. It involves offering something valuable, like a downloadable guide or discount, in exchange for email sign-ups.

Once captured, you nurture these leads with targeted emails, gradually moving them toward conversion.

ii). Abandoned Cart Recovery Funnel:

Imagine customers as passengers who started their journey but abandoned midway. This funnel sends reminders to encourage them to complete their purchase. It’s like signaling passengers who left your ship to return and explore further.

iii). Product Recommendation Funnel:

Similar to a tour guide showcasing attractions, this funnel suggests products based on customer behavior and preferences. By analyzing their past interactions, you offer tailored recommendations, increasing the chances of a purchase.

iv). Welcome Series Funnel:

When passengers step aboard your ship, you welcome them with open arms. Similarly, this funnel begins with a warm welcome email to new subscribers. It introduces your brand and gradually guides them through the customer journey.

v). Win-Back Funnel:

Some passengers may have disembarked your ship and ventured elsewhere. The win-back funnel is your way of signaling them to return. It involves sending re-engagement emails with enticing offers, rekindling their interest in your brand.

Note: These funnels serve distinct purposes, like different routes to reach your destination. Depending on your marketing goals, you can employ one or a combination of these Klaviyo sales funnels to engage your audience effectively.

Example: Consider these as choosing different paths through the ocean. Each path leads to unique adventures.

The lead generation funnel is like exploring a hidden cove, while the abandoned cart recovery is akin to rescuing valuable cargo from stormy waters.

Designing Effective Email Campaigns: Crafting Your Message

Your email campaigns are your messages in a bottle, floating to potential customers. Craft them with care, ensuring they’re engaging and relevant.


  • Write compelling subject lines that pique curiosity.
  • Personalize emails with the recipient’s name and tailored content.
  • Use storytelling to connect emotionally with your audience.

Example: Think of your email campaigns as messages sent from one sailor to another. You want your message in a bottle to stand out, be personal, and tell a captivating tale that resonates with the recipient.

Segmentation Strategies: Steering Toward Relevance

Effective segmentation is like steering your ship with precision.

Divide your audience into groups based on behaviors, interests, or demographics to send them the most relevant messages.


  • Segment by purchase history.
  • Segment by browsing behavior.
  • Segment by location or demographics.

Example: Klaviyo allows you to adjust your marketing message based on who’s on board.

Automation and Triggers

Automation is your trusty crew, working tirelessly behind the scenes. Set up triggers in Klaviyo to send emails automatically when specific actions are taken.


  • Welcome email upon subscription.
  • Cart abandonment reminder after a certain time.
  • Follow-up email after a purchase.

Example: Think of triggers as tasks assigned to your crew. They know when to hoist the flag, sound the horn, or raise the anchor without you having to give constant orders.

Measuring Klaviyo Sales Funnel Success:

As you sail, you need to know if you’re on the right course. Klaviyo’s analytics and reporting tools are like your guiding stars, helping you assess your progress.

Metrics to Measure:

  • Open rates.
  • Click-through rates.
  • Conversion rates.
  • Revenue generated.

Example: Consider these metrics as constellations in the night sky. They provide guidance and help you navigate your ship toward success.

Klaviyo Sales Funnel Templates (+ Case Studies)

Looking for some inspiration for your next sales funnel? Here are 5 Klaviyo sales funnel templates with corresponding case studies from well-known brands:

Template #1. Welcome Series Funnel:

Case Study: Allbirds

Purpose: Allbirds, a sustainable footwear brand, aimed to onboard new subscribers effectively and introduce them to their eco-friendly products.


  • Welcome Email: Allbirds greeted new subscribers with a personalized email.
  • Brand Story: They shared their commitment to sustainability and comfort.
  • Educational Content: Allbirds provided insights into sustainable materials.
  • Product Showcase: They highlighted their best-selling shoes.
  • Conversion: Subscribers were encouraged to explore and make a purchase.

Results: Allbirds reported a 17% increase in conversions from their welcome series. Their brand story and educational content resonated with subscribers, fostering a strong connection from the start.

Template #2. Abandoned Cart Recovery Funnel:

Case Study: Leesa

Purpose: Leesa, a mattress company, aimed to recover abandoned carts and convert potential buyers who had shown interest but didn’t complete their purchase.


  • Reminder Email: Leesa sent a friendly reminder about the abandoned cart.
  • Product Benefits: They highlighted the quality and comfort of their mattresses.
  • Limited-Time Offer: Leesa offered a time-sensitive discount.
  • Social Proof: Customer reviews and ratings were showcased.
  • Conversion: Subscribers were encouraged to return and finalize their purchase.

Results: Leesa saw a 25% increase in cart recovery, and the campaign contributed to a 15% boost in overall sales. The urgency created by the limited-time offer was particularly effective.

Template #3. Educational Content Funnel:

Case Study: HubSpot

Purpose: HubSpot, a marketing and CRM platform, aimed to educate its audience on inbound marketing and showcase its suite of tools.


  • Educational Email Series: HubSpot provided a series of emails with tips and insights.
  • Valuable Resources: They offered free downloadable marketing guides.
  • Case Studies: Real-world examples of companies using HubSpot were shared.
  • Product Introduction: HubSpot introduced its CRM and marketing automation tools.
  • Conversion: Subscribers were encouraged to explore HubSpot’s offerings.

Results: HubSpot’s educational funnel led to a 30% increase in trial sign-ups and a 20% increase in product adoption. Providing valuable resources and real-world examples resonated with their audience.

Template #4. Product Recommendation Funnel:

Case Study: Amazon

Purpose: Amazon, the e-commerce giant, aimed to boost sales and increase customer retention by suggesting products based on customer behavior.


  • Behavior Analysis: Amazon analyzed customer browsing and purchase history.
  • Personalized Recommendations: They sent emails with product suggestions based on user behavior.
  • Social Proof: Customer reviews and ratings were prominently displayed.
  • Limited-Time Offers: Time-sensitive discounts were offered for recommended products.
  • Conversion: Customers were encouraged to make purchases.

Results: Amazon’s recommendation engine contributed to a significant increase in sales. It’s estimated that up to 35% of their revenue is generated through personalized product recommendations.

Template #5. Win-Back Funnel:

Case Study: Airbnb

Purpose: Airbnb wanted to re-engage with inactive hosts who hadn’t listed their properties for a while and encourage them to relist.


  • Re-Engagement Email: Airbnb sent a personalized message to host accounts that had been inactive for a period.
  • Exclusive Offer: They provided an exclusive offer, such as reduced booking fees for reactivated listings.
  • Reminder of Value: Airbnb highlighted the potential earnings and benefits of hosting.
  • Social Proof: Success stories of hosts who reactivated were shared.
  • Conversion: Hosts were encouraged to reactivate their listings.

Results: Airbnb’s win-back funnel led to a 15% increase in reactivated listings, increasing their inventory and boosting bookings.

These case studies demonstrate the effectiveness of Klaviyo sales funnel templates in achieving various marketing goals, from onboarding new subscribers to recovering abandoned carts and re-engaging with inactive customers.

Each funnel template can yield significant results when strategically implemented.

Klaviyo Sales Funnel Advanced Tips and Best Practices

Now, it’s time to become a master navigator of Klaviyo sales funnels.

Explore advanced strategies, such as advanced segmentation, dynamic content, and multichannel marketing.

Advanced Strategies:

  • Implement dynamic content based on user behavior.
  • Combine email marketing with social media and SMS for a multichannel approach.
  • Continuously optimize your funnels based on data.

Example: Think of this as leveling up your skills. Just like a seasoned captain knows how to navigate the most challenging waters, you’ll become adept at steering your marketing ship to success.


As we conclude our journey through the world of Klaviyo sales funnels, I hope you’re feeling more confident about harnessing this powerful tool to steer your online marketing efforts toward success.

Remember, Klaviyo is not just a compass; it’s your trusted first mate, guiding you through the complex waters of e-commerce.

By now, you understand the fundamental concepts of Klaviyo sales funnels and how they can benefit your business.

You have the tools to set up your Klaviyo account, create effective sales funnels, and navigate through various types of funnels to reach your goals.