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Automation is vital when it comes to online stores. By automating certain processes, businesses can save time and effort while still providing a high level of service to customers. One area where automation can be extremely helpful is in email marketing. E-commerce stores with robust e-mail marketing plans even manage to pull in 30% of their revenue from their e-mailing efforts. 

Sending out manual emails can be time-consuming and often results in errors. However, using an email marketing platform like Klaviyo, businesses can create automated flows that will save time and ensure that customer emails are always accurate. 

In addition, Klaviyo integrates seamlessly with Shopify, making it easy to implement in any Shopify store. Automating email marketing with Klaviyo is a great way to improve efficiency and customer experience.

Small disclaimer: Basic and advanced Shopify features Shopify already has several built-in flows (these can also not be turned off). As a result, these flows are primarily applicable to Shopify plus enterprises or should be viewed as complementary (they contribute to flows that are already in Shopify).

List of Emails

Before we get to email flows, you will need to have a list of emails since you would be unable to send an email without one!

To collect email addresses effectively, you got to make it beneficial for customers and visitors to sign up! We will show you some examples; there are various ways to collect emails, so don’t be scared to get creative! 

So first things first, how to make it easy for them to leave behind their email addresses? Start by having convenient forms around your website that will not hinder the customer’s experience on the website. A big no-go are pop-ups that are impossible to close!

Pop-ups are not a bad thing, but a large group of people have a negative attitude towards pop-ups; Therefore, what you could do is have a pop-up at the footer of your website.

Secondly, people are more willing to leave their email addresses behind if you offer them something in return. So what you could do, depending on the type of business you have, could offer a discount, ebook, or anything else that could act as an incentive! 

Get creative!

Welcome flow

This is an essential one. This flow makes sure that everyone who signs up for your email list gets a series of emails saying that they have been signed up and receive their promised bonuses, etc. The immediate email makes sure that you immediately have a conversation with your prospect.

There are two ways to opt-in. Single opt-in means the moment they give their email address, they will receive the welcome email. Double opt-in means they get a confirmation email and receive the

welcome email after confirming. One huge benefit of using double opt-in is that you have a more engaged mailing list.

Keep the welcome emails casual and straightforward, let them know what the contents of your emails will be and as said in the above paragraph, provide the promised incentive!

Welcome Flow

Checkout abandonment-flow

Did you know that 25% of people abandon their carts with products? That’s a lot of missed revenue! Therefore, we need to bring these customers back by letting them know they forgot something. 

Together with the welcome flow, the checkout abandonment flow generates the most revenue for most companies! Also, within this email, you can use different techniques to create a sense of urgency or offer incentives for their order. 

You could, for example, play the scarcity card. This is very effective, but there are also other ways:

  • Give a discount code
  • Build trust
  • Social proof by showing reviews
  • Point out unique selling pointsAbandonment_Cart

Post-purchase flow

This is a great way to build a relationship with customers after their purchase. You can send the tracking and shipping information within this mail, but there are many other ways, for example, to increase customer value!


The post-purchase email flow can include a thank-you message, order confirmation, shipping updates and review mails. You can also cross-sell related products or services. If a customer buys shoes from your store, you could send an email with a coupon for 10% off their next purchase of socks.

Another fantastic feature of the Post-Purchase flow is having numerous splits inside the flow, one for new buyers, one for repeat purchasers, and even one for 3 or more time buyers. 

This is very handy since first-time buyers go on a different customer journey than second or third-time buyers. You will create a better customer experience by using this flow.

Post Purchase


Browse abandonment flow

The browse abandonment flow is triggered when a visitor views a product but doesn’t start checkout and doesn’t place an order. 

Most businesses just send an email stating that the visitor has viewed an item, plus a call to action. But the customer already knows this; therefore, you need to find out why the customer abandoned the product page. 

Maybe the visitor has concerns about the product, or they have found the product cheaper somewhere else. You can offer a discount or show some reviews about the product in the email!

This can be done in multiple emails, the first one showing reviews and the second mail with a discount or other incentive. 

Back in stock flow

This is a must-have for businesses with items that regularly go out of stock. Have visitors leave behind their email addresses to get them notified if an item is back in stock. This flow is also a great way to naturally build up a mailing list!

Klaviyo flows are a powerful way to increase engagement and sales. If you’re not using them, now is to start. By automating your marketing processes with Klaviyo flows, you can focus on creating great content and let Klaviyo do the rest. 

Thanks for sticking with me to the end. That was a lot of information! I hope you found it helpful. If you want more, be sure to subscribe to our newsletter, where we’ll be sharing news and exciting insights about Shopify and digital marketing. And as always, if you have any questions or need help implementing any of these strategies, feel free to reach out to us – we’re here to help.


Till next time!



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