Klaviyo Flow Examples for 2026: The Complete Guide

The welcome series fires immediately when a new subscriber joins your list and runs for 4-7 emails over 5-10 days. It is the highest-converting flow in most ecommerce programs because intent is at peak, the subscriber just gave you their email seconds ago because of an offer or a strong brand interest. Real brand example to study: Little Sleepies (kidswear) uses a community-building welcome that introduces the founder personally, links to a VIP group, and pairs that emotional setup with a clear welcome discount. The structure works because it does three things at once: introduce the brand, showcase the products, and feature the offer that drove signup. The most common mistake we see: brands put the discount in Email 1 and forget about it in Emails 2-5. The offer should be present in every welcome email. It's the reason the person signed up.

• Performance: open 51%, click 15%, placed order ~10% (top decile, Klaviyo 2025 benchmarks)
• Length: 4-7 emails over 5-10 days for most brands
• When NOT to skimp: any ecommerce brand with a signup offer should run this
• When to extend (7-10 emails): if you send campaigns less than 2x/week

Fires after a subscriber starts checkout but doesn't complete it. This is the highest-RPR (revenue per recipient) flow in most ecommerce programs because the audience has demonstrated strong purchase intent, they put items in cart and got to checkout. Real brand example: Pulp & Press uses a 3-email cart abandonment sequence that reminds the customer what's in cart, layers subtle social proof ("we don't blame you, it's a fan favourite"), and adds curated product alternatives if the cart product isn't the right fit. Timing matters more here than in welcome, first email at 1-2 hours, second at 24 hours, third at 48-72 hours. The most common mistake: discounting too aggressively in the first email. If you discount immediately, you teach the audience to start checkout and wait. The right pattern is: reminder first (no discount), value-driven second email, escalating offer only in the final email.

• Performance: ~6% placed order rate at top decile (highest RPR of all flows)
• Length: 3-4 emails over 48-72 hours
• Most common mistake: discounting in Email 1 trains the audience to abandon
• Required: Klaviyo Shopify or BigCommerce integration with Started Checkout event

Fires after a known subscriber views a product page but doesn't add to cart. Lower intent than cart abandonment, but reaches a wider audience because the audience-eligibility filter is weaker (you just need a Viewed Product event). Real brand example: Taylor Stitch sends a single email that opens with a discount code, showcases the viewed product with premium photography, establishes brand expertise ("10 years running"), and removes purchase risk (free returns/exchanges). The structure works because browse abandonment audiences need more reasons to convert than cart abandonment audiences, you have to do more of the selling. Common mistakes: firing too quickly (under 1 hour feels stalker-ish), discounting too aggressively (you'll cannibalize organic conversions), and sending to subscribers who already bought (set the trigger filter correctly).

• Performance: ~2-3% placed order rate (lower than cart, higher reach)
• Length: 1-2 emails, fires 4-12 hours after view
• Common mistake: firing too quickly comes across as creepy
• Required: Klaviyo onsite tracking installed and firing Viewed Product events

Fires after a customer places an order. Goal: reduce returns, lift product satisfaction, drive the second purchase, and convert one-time buyers into repeat customers. Real brand example: ILIA Beauty sends a product tutorial post-purchase that removes the friction of figuring out how to use the product, then introduces complementary products. Brightland sends a personal note from the founder right after the order confirmation, humanizing the brand and building anticipation for the package arrival. The right post-purchase sequence has three jobs: educate (how to use what you bought), build relationship (founder note, brand story), and cross-sell (complementary product that pairs with the order). Most brands skip post-purchase entirely or use only the Shopify order confirmation. That leaves a meaningful lift in repeat purchase rate on the table.

• Performance: 3-5% repeat order rate at top decile
• Length: 3-5 emails over 14-21 days
• Most underused flow in typical ecommerce programs
• Strongest cross-sell window is days 7-14 (after product arrives, before usage fatigue)

Fires when a known customer has gone X days without ordering, X usually being 1.5-2x your normal repurchase cycle. Goal: re-engage lapsing customers before they fully churn. The right approach varies dramatically by category. For consumables (supplements, beauty, food) with a clear repurchase cycle, win-back is high-RPR because the audience is genuinely about to need the product again. For one-time-purchase categories (furniture, appliances), win-back rarely works and often increases unsubscribes. Real brand example: most brands' win-back flows are too generic. The strong pattern is: acknowledge the gap ("we miss you"), surface a reason to come back (new product, limited-edition, change since last purchase), then escalate to discount only on the final email. Common mistake: starting with a discount on Email 1. You're rewarding lapsing instead of loyalty.

• Performance: 1-2% placed order rate (lower than welcome/cart, but valuable retained revenue)
• Length: 3 emails over 7-14 days
• When to skip: one-time-purchase categories (furniture, appliances, electronics)
• Required: Days Since Last Order metric working correctly in your account

Fires when a product the subscriber requested notifications for comes back in stock. Highest placed order rate of any flow because intent is explicit (the subscriber actively raised their hand for this exact product). Real brand example: HoneyLove combines clear, stylish product photos with real customer quotes to nudge high-intent subscribers toward purchase of the back-in-stock item. The structure works because the email doesn't need to convince the audience to want the product, they already want it. The job is to make the click effortless and reassure them on quality. Common mistake: brands wait days to send the back-in-stock email and lose the moment. Send within 1 hour of restock, every time.

• Performance: 5-8% placed order rate (intent is explicit)
• Length: 1 email, fires within 1 hour of restock
• Required: Klaviyo Back-in-Stock module or custom Catalog API integration
• When to skip: brands with no stockouts (the trigger never fires)

Fires when a customer should be running low on the product they bought. For consumable categories, supplements, skincare, cleaning products, pet food, coffee, replenishment is one of the most valuable flows because it converts "customer trying to remember when they need to reorder" into a one-click reorder. Real brand example: Made In Cookware uses replenishment-style flows for their cleaning kit and seasoning products that fire based on estimated usage cycle. The structure that works: acknowledge the cycle ("if you ordered when we think you did, you're running low"), make the reorder easy (one-click, ideally with a subscription upgrade option), add a small loyalty incentive. Common mistake: firing replenishment for products that don't have a usage cycle (apparel, accessories, one-time-purchase items).

• Performance: 2-4% placed order rate for consumables
• Length: 2-3 emails over 7 days
• Strongest in supplements, beauty, food, pet, household
• Requires accurate Days Since Last Order tracking and product-level cycle estimation

Fires when a customer has had time to receive the product and form an opinion, usually 14-21 days post-order depending on shipping speed and product type. Goal is not revenue directly; it's social proof. Reviews lift conversion across PDPs, ads, and email itself. Klaviyo's native review request integrations (Yotpo, Stamped, Loox) handle the mechanics. The structure that works: thank the customer, ask for the review with a clear single CTA, offer a small incentive only if review volume is low. Common mistake: incentivizing all review requests, it dilutes the authenticity signal and incentive cost adds up fast at scale.

• Performance: 8-15% review response rate (not direct revenue)
• Indirect revenue lift via PDP conversion improvement
• Required: review platform integration (Yotpo, Stamped, Loox, Okendo)
• Send timing: 14-21 days post-order for most physical products

Fires when a customer crosses a spend or order-count threshold that earns them VIP / loyalty status. Real brand example: SABA segments subscribers by spending threshold and offers tiered discounts (spend X get Y, spend X+ get Y+) to encourage members to climb tiers. The structure that works: acknowledge the status meaningfully (not just "you're a VIP" with no proof), offer something genuinely exclusive (early access, custom bundles, founder access), and treat the flow as ongoing rather than one-time. Common mistake: making VIP about discounts only. The customer who hits VIP status often values access and recognition more than another 10% off.

• Performance: 3-5% placed order rate per send (high engagement)
• Strongest when paired with a real loyalty program (LoyaltyLion, Smile.io)
• Required: clear tier definitions and trigger thresholds
• When to skip: brands with very low repeat rate, where VIP volume is too small to matter

Fires when a subscriber has gone 90-180 days without any engagement. Goal is not revenue. It is deliverability protection. Subscribers who never open hurt your sender reputation across the entire list. The sunset flow gives them one last chance to re-engage, and archives them from active campaigns if they don't. Real example pattern: "Are you still here? We'd love to keep sending if you want it." Single CTA to confirm continued interest. If they engage, they stay on the active list. If they don't, they move to a suppressed segment. Common mistake: never running a sunset flow. List hygiene is the most underrated lever in deliverability, Gmail, Yahoo, and Apple Mail all weight engagement when deciding whether your campaigns land in inbox or promotions/spam.

• Performance: 1-3% reactivation, 80%+ archive, that's the point
• Required for any list over 25K subscribers if deliverability is degrading
• Most underrated flow in typical programs (felt only when missing)
• Send timing: trigger at 90 days, sunset at 120-180 days if no engagement

This isn't a single flow, it's a calendar coordination layer that affects how every flow runs when your brand operates in both the Australian and US/NA markets. The calendar differences that matter: (1) Boxing Day, December 26 is the single biggest retail day in Australia, comparable in importance to Black Friday in the US, and most US flow guides ignore it entirely. (2) EOFY: the Australian financial year ends June 30, and the late-June EOFY sale window is a major AU-only revenue moment that US-focused agencies don't plan around. (3) AU BFCM: while Australian brands have adopted BFCM, the discount magnitude and consumer expectation are different (~10-15% AU vs 25-40% US is typical), and overstating the offer doesn't lift conversion. (4) Time zone: AU subscribers expect campaign delivery in AEST/ACST, not converted from US PST/EST. (5) Public holidays: Australia Day, ANZAC Day, AU/NZ summer holiday periods (mid-Dec to late-Jan) all affect engagement patterns. The practical implementation: maintain dual campaign calendars (AU vs US), use Klaviyo's Local Sending Time feature for time-zone-correct delivery, segment campaigns by primary market when offers differ, and build dedicated EOFY and Boxing Day campaign templates that live alongside your BFCM and Memorial Day templates. We see this go wrong most often when a US-led agency runs the AU side of the program as an afterthought, the AU brand gets Black Friday emails sent during AU work hours, EOFY emails timed to US dates, and zero coverage of Boxing Day. Treating AU as a real market with its own calendar lifts AU revenue contribution meaningfully.

• Boxing Day (Dec 26) is AU's equivalent of Black Friday, often missed by US-only agencies
• EOFY (June 30) is a major AU revenue moment with no US equivalent
• AU BFCM discount magnitudes are 10-15%, not 25-40%, overstating doesn't lift conversion
• Use Klaviyo Local Sending Time and segment campaigns by primary market
• Most underrated calendar coordination issue for cross-market AU + US DTC brands