The flows every store needs, and the ones quietly costing you.
A small set of core flows earns most of the automated revenue. Build those well, and cut the overlapping ones competing for the same customer. Here's the checklist, and how to tell which of your flows are dead weight.
Eight core flows earn most of Klaviyo's automated revenue: welcome, abandoned cart, browse abandonment, post-purchase, win-back, replenishment, back-in-stock, and sunset.
The flows that earn their place
Most stores get the bulk of their automated revenue from these. Get them built and built well before adding anything else.
Welcome series
Usually your highest-performing flow. It greets new subscribers while intent is hottest and sets up the relationship.
Abandoned cart
Recovers the near-misses: someone added to cart and left. Often the fastest revenue a flow brings back.
Browse abandonment
A lighter nudge for people who viewed products but never added to cart. Catches earlier-stage intent.
Post-purchase
Turns one order into the next: thank-you, how-to-use, cross-sell, and the review ask. The retention engine.
Win-back
Re-engages customers going quiet before they're gone. Far cheaper than acquiring a replacement.
Replenishment
For consumables: reminds people to reorder right when they're about to run out.
Back in stock
Notifies subscribers the moment a wished-for item returns. Pure captured demand.
Sunset / list hygiene
Quietly suppresses chronically unengaged contacts so your sends keep landing in the inbox.
More flows isn't the goal
It's tempting to keep adding flows, but the stores with the cleanest programs run fewer of them, built better. Pile on overlapping flows and you end up with two or three firing at the same customer for the same moment, competing with each other and muddying what's actually working. A handful of strong, non-overlapping flows beats a sprawl of half-finished ones every time. The question for each flow isn't "could we have it?" but "is it earning its place?"
How to tell which flows are dead weight
Two questions sort it out. First, is the flow earning its place? Look at revenue per recipient and conversion, not just that it's switched on. Second, is it overlapping? Check whether it competes with another flow for the same trigger or audience. Underperforming-but-unique flows are usually worth fixing; redundant flows shadowing a stronger one are usually worth turning off. The hard part is seeing coverage and overlap across the whole account at once, which is exactly what the free Klaviyo audit maps, alongside a deliverability check and the segments worth creating. And EmailStrategist doesn't stop at the diagnosis: it builds and stages the flow worth adding or fixing as a draft in your Klaviyo, ready for you to review and ship.
Is it safe to connect Klaviyo?
- Read-only. It can read your campaign and flow performance. It cannot send, edit, or delete anything in your account.
- No customer data stored. It works from your metrics, not your subscriber list. Names, emails, and phone numbers are never stored.
- Nothing ships without you. Built emails land as drafts for your review; nothing is pushed to Klaviyo on its own.
- Built by an operator. David Refaeli-Berman ran enterprise email at Chewy, Amazon, Overstock, and Bed Bath & Beyond.
Questions
What flows should every Klaviyo account have?
A small core covers most of the revenue: a welcome series, abandoned cart, browse abandonment, post-purchase, a win-back for lapsing customers, and (for consumables) replenishment. Back-in-stock and a sunset/list-hygiene flow round it out. Build those well before adding anything else.
How many Klaviyo flows do I need?
Fewer than you'd think. The goal isn't more flows, it's the core set built well. Stores that pile on overlapping flows usually end up with several competing for the same customer and diluting each other. A handful of strong, non-overlapping flows beats a sprawl of half-built ones.
How do I know which Klaviyo flows to fix versus turn off?
Look at two things: is the flow earning its place (revenue per recipient, conversion), and is it overlapping with another flow for the same trigger or audience. Underperforming-but-unique flows are usually worth fixing; redundant flows competing with a stronger one are usually worth turning off. A free audit maps coverage and overlap so the fix-vs-kill calls are obvious.
What's the highest-ROI Klaviyo flow?
For most stores it's the welcome series or abandoned cart, because they catch people at peak intent. But the highest-value flow for your store depends on your gaps, the flow you're missing entirely is often worth more than optimizing one you already run.
Find the flow you're missing.
A free audit maps your flow coverage and overlap, then ranks the highest-value flow you're not running yet.
Audit my flows free