Automating your email marketing strategy with well-structured Klaviyo flows can transform your results.

That’s because, by setting up the right flows at the right time, your brand can increase revenue, retain customers, and improve the post-purchase experience.

However, many e-commerces miss opportunities by not activating these features strategically.

With that in mind, this guide shows the 5 flows every e-commerce store should use—and when to activate them for immediate impact!

1. Welcome Series Flow: What it is and why to use it

The Welcome Series targets new contacts who subscribe to your list. From there, it introduces your brand, reinforces the value of signing up, and guides the customer toward their first click.

This way, the flow creates the first impression and sets the tone for your relationship with the audience. Brands that activate this automation see more opens, more clicks, and more conversions during the first days of the journey.

As for launching, it's best to activate the Welcome Series as soon as a lead enters the list. Don’t wait—the faster the approach, the greater the chance of engagement.

Tips to improve results

•  Use a sequence with 3 to 4 emails, spaced 1 to 2 days apart;

• Offer a real benefit right in the first message;

• Include social proof, like reviews or customer cases;

• End with a direct CTA to visit the site or check out your products.

2. Abandoned Cart Flow: What it is and relevance

This flow sends messages to users who added products to their cart but didn’t complete the purchase.

And it’s worth noting that cart abandonment represents one of the biggest sources of revenue loss in e-commerce. By re-engaging these customers quickly, you recover lost sales.Therefore, trigger the first email between 1h and 4h after abandonment, and add two more messages within the next 24 to 48 hours.

Tips to increase conversions 

• Personalize emails with real images of the abandoned products;

• Highlight limited stock or cart expiration deadlines;

• Offer a discount coupon only if the customer doesn’t convert after the second message.

3. Post-Purchase Flow: What it is and why to use it

The Post-Purchase Flow starts after a purchase and can include a thank-you message, usage instructions, upsell, and review request.

By using it, you show that you care beyond the sale. Plus, you encourage repeat purchases and boost brand loyalty.

Start it right after order confirmation. Then, schedule another email a few days after delivery.

To enhance the experience, follow these tips:

• Send a personalized thank-you;

• Share content that helps the customer enjoy the product;

• Suggest other items based on purchase history;

• Request a review and show how it impacts the community.

4. Customer Winback Flow: How to use it

This flow, in turn, reactivates customers who haven’t purchased in weeks or months. That way, the focus is on reminding them of your brand and encouraging their return.

It’s used to keep customers active, since that costs less than acquiring new ones. So by reactivating old contacts, you increase LTV (customer lifetime value).

Set up this flow for contacts inactive for 30 to 90 days, depending on your sales cycle.

Tips to grab attention:

• Use a provocative or emotional subject line;

• Offer something exclusive to come back now;

• Show new arrivals that match their profile.

5. Browse Abandonment Flow: What it is

Browse Abandonment sends emails to people who viewed products but didn’t add anything to the cart.This flow anticipates abandonment and reignites interest in specific items—even without a clear initial purchase intent.

Trigger it between 30 minutes and 2 hours after browsing, based on cookies or a logged-in session.

Tips to re-engage visitors:

• Highlight the viewed product with photos and benefits;

• Suggest similar or complementary items;

• Reinforce brand value or special shipping options.

How to create these flows in Klaviyo

• Before publishing any flow, review the points below: Segment your audience well. Avoid sending the same message to cold leads and active buyers.

• Test different subject lines, times, and spacing. Performance improves with ongoing adjustments.

• Automate intelligently. Use behavioral and historical data to personalize each message as much as possible.

The real impact of automated flows

According to Klaviyo, brands that activate automated flows see, on average, 67% more opens and 2.5 times more clicks than manual campaigns.

Additionally, these flows account for more than 25% of email revenue in well-structured operations.

Conclusion: Automate with a focus on conversion

The 5 flows you saw here work because they speak to the customer at the right time. They don’t just drive sales, they build relationships. By structuring these flows carefully, you create a solid foundation for consistent growth.

Want to implement these flows now and see results in your e-commerce? Talk to Prest Digital and get a complete automation plan focused on conversion and personalization.