Every Shopify store should set up five Klaviyo flows: a welcome series for new subscribers, abandoned checkout reminders, browse abandonment emails, post-purchase follow-ups and a win-back flow for lapsed customers. Together they send the right message automatically at the right time.
Email flows are automated messages triggered by what a shopper does. Unlike campaigns, you set them up once and they keep working. For most Shopify stores, these five flows are the best place to start.
1. Welcome series
Trigger: someone joins your email list.
Send: two to four emails over one to two weeks.
Introduce your brand, share your best sellers and explain what makes you different. If you offer a sign-up discount, deliver it in the first email.
2. Abandoned checkout
Trigger: a shopper starts checkout but does not complete the order.
Send: two or three emails, starting a few hours later.
Remind them what they left, answer common concerns such as shipping and returns, and make it easy to return to checkout.
3. Browse abandonment
Trigger: a known subscriber views a product but does not add it to cart.
Send: one or two emails.
Show the product they viewed with reviews or similar items. Keep it helpful, not pushy.
4. Post-purchase
Trigger: an order is placed.
Send: a thank-you, a how-to or care guide, and a review request after delivery.
This flow builds loyalty and collects reviews that help future sales.
5. Win-back
Trigger: a customer has not ordered for a set time, often 60 to 120 days depending on your product.
Send: two or three emails.
Remind them what they liked, show what is new and, if it fits your brand, offer a small incentive.
Consent rules in Canada and the US
Canada’s Anti-Spam Legislation (CASL) requires consent before sending marketing emails, so use clear sign-up forms and keep a record of consent. In the US, CAN-SPAM requires an easy unsubscribe link and your business address. If you sell to Europe, GDPR applies too.
Tips for better results
- Write subject lines that say what is inside.
- Design for mobile first.
- Check results monthly and improve one email at a time.
Frequently asked questions
Is Klaviyo better than Shopify Email?
Shopify Email is fine for simple campaigns. Klaviyo offers stronger segmentation and flows, which most growing stores need.
How many emails should a welcome series have?
Two to four emails over one to two weeks works well for most brands.
Activebiz is a Canadian-led Shopify studio working with brands across Canada and the US. Book a consultation and we will look at your store with you.