Klaviyo flow automation agency for ecommerce.
Email Optimize is a Klaviyo flows agency for ecommerce brands. We audit, build and rebuild the automated flows that turn what your customers do into revenue: welcome, browse abandonment, abandoned cart and checkout, post-purchase, replenishment, win-back and sunset.
Every flow is engineered for your purchase cycle, from first-time buyer onboarding to high-LTV retention marketing, and judged on revenue per recipient, not opens. Flows are one part of what we run as an ecommerce email marketing agency. Est. 2017. Official Klaviyo partner. 800+ brands and $250M+ in attributed email and SMS revenue behind the method.
/ Flow library includes
- Welcome series (5-7 emails, product education)
- Abandoned cart and abandoned checkout (3-step with social proof)
- Browse abandonment
- Post-purchase onboarding + upsell sequence
- Replenishment and reorder reminders
- Price drop and back in stock alerts
- Subscription save / cancel deflection
- Win-back for lapsed customers
- Sunset flow to protect deliverability
- VIP / high-LTV customer flows
/ Free Audit
Get your free flow audit
Drop your store URL and email. We'll review your email program and send a written 90-day revenue roadmap within 24 hours. No obligation.
Trusted by
800+ brands
What a Klaviyo flow is, and why it out-earns a campaign.
A Klaviyo flow is an automated sequence of emails or texts that a customer's own behaviour sets off: signing up, viewing a product, starting a checkout, placing an order, going quiet. Each person gets it at their own moment, and nobody presses send.
That timing is why Klaviyo email automation carries so much of the revenue. Klaviyo's 2026 benchmarks, drawn from more than 183,000 of its customers, show flows producing nearly 41% of email revenue from 5.3% of sends, with click rates of 5.58% against 1.69% for campaigns.
Plenty of email automation services will sell you a flow count. We are not a general marketing automation agency, and a flow count is not the deliverable. We judge each flow by what it earns per person who receives it, which is why we build flows before we touch your campaign calendar.
The 10 Klaviyo flows every ecommerce store needs.
Ten flows, in the order a customer meets them. Start with welcome, abandoned cart and checkout, and post-purchase; the rest depend on what you sell. For each: what it does, what triggers it, when it sends, and a benchmark where Klaviyo publishes one.
| Flow | Trigger | Emails | Timing | KPI |
|---|---|---|---|---|
| Welcome series Details ↓ | Joins your newsletter list | 5-7 | First immediately, the rest over about two weeks | Placed order rate, revenue per recipient |
| Browse abandonment Details ↓ | Viewed Product | 1-2 (3 for high-AOV) | 1 to 4 hours after the view, then 24 to 48 hours later | Click rate, revenue per recipient |
| Abandoned cart Details ↓ | Added to Cart (identified shoppers only) | 2-3 | 1 hour, 24 hours, 72 hours | Revenue per recipient, placed order rate |
| Abandoned checkout Details ↓ | Started Checkout | 3, plus 1 SMS with consent | 1 hour, 24 hours, 72 hours | Recovery rate, revenue per recipient |
| Post-purchase Details ↓ | Placed Order; shipping updates on Fulfilled Order | 3-5 | Onboarding 3 to 5 days after delivery; review and cross-sell around day 10 to 14 | Second-order rate, review rate |
| Replenishment Details ↓ | Placed Order or Ordered Product, per product | 2-3 | Days of supply, minus delivery time, minus a buffer | Reorder rate, subscription take-up |
| Price drop and back in stock Details ↓ | Price drop on a viewed item; Subscribed to Back in Stock | 1 per alert | While the lower price is live; when the item restocks | Conversion rate of the alert |
| VIP and high-LTV Details ↓ | Crosses a value threshold, or a predicted value segment | Ongoing | Tied to launches and restocks, not a fixed calendar | Repeat purchase rate, customer lifetime value |
| Win-back Details ↓ | Placed Order, then a delay as long as your lapse window | 3 | Commonly 60 to 90 days after the last order, then 7 to 14 days apart | Reactivation rate against a hold-out group |
| Sunset Details ↓ | Joins an unengaged segment | Up to 3 | Then a short grace period before suppression | Share re-engaged; open rate on the remaining list |
Welcome series
Turns a new subscriber into a first-time buyer while attention is highest. Email one delivers what the sign-up form promised. The rest tell the story, show proof and answer objections, then make the clearest offer.
- Trigger
- Joins your newsletter list. Anyone who buys exits into post-purchase.
- Timing
- Five to seven emails over about two weeks, the first one immediately.
- Benchmark
- Klaviyo (January 2025): the top 10% of welcome flows reach a 10.53% placed order rate. Source
Browse abandonment
Follows up when a known subscriber views a product and leaves without carting it. Lower intent than a cart, a bigger audience. Built around the product they viewed, never a 'we saw you' email.
- Trigger
- Viewed Product, from Klaviyo onsite tracking. Excludes anyone who carted, started checkout or bought recently.
- Timing
- One or two emails: a few hours after the view, then a day or two later. Capped, so ten views never mean ten emails.
- Benchmark
- Klaviyo's 2026 Abandoned Cart Benchmarks Report: browse abandonment emails average a 5.6% click rate and $2.08 revenue per recipient. Source
Abandoned cart
Catches shoppers who add to cart but never reach checkout. Added to Cart fires earlier than Started Checkout, but only for shoppers Klaviyo can already identify. We filter out anyone who starts checkout, so nobody gets both sequences.
- Trigger
- Added to Cart. Klaviyo treats this as its own flow, separate from abandoned checkout. Source
- Timing
- Reminder first, proof next, any incentive last and never in email one.
- Benchmark
- Klaviyo's 2026 Abandoned Cart Benchmarks Report (110,000+ customers): email abandoned cart flows average $6.77 revenue per recipient and a 6% click rate; the top 10% reach $13.70 and 11.3%. The highest average revenue per recipient of any flow. Source
Abandoned checkout
Recovers shoppers who entered their details at checkout and stopped. The highest-intent flow in the account, so it is built first and tested hardest: a reminder, then the objection that stalls your category, any incentive last.
Post-purchase
Post-purchase automation turns the first order into the second: delivery updates, how to get the most from the product, a review request once they have used it, and a cross-sell that fits.
- Trigger
- Placed Order, with shipping updates on Fulfilled Order. First-time and repeat buyers split.
- Timing
- Onboarding 3 to 5 days after delivery, review request and cross-sell around day 10 to 14.
- Benchmark
- Klaviyo (January 2025): post-purchase emails have a 61.68% open rate, the highest of any flow. Source
Replenishment
Reminds customers to reorder a consumable before it runs out, and offers a subscription while they are thinking about it. Timed per product: a 30-serving tub and a 90-capsule bottle run out on different days.
- Trigger
- Placed Order or Ordered Product, split by product and quantity, or Klaviyo's predicted next order date once you have the history.
- Timing
- Days of supply, minus delivery time, minus a buffer. Two or three emails. Subscribers and anyone who reorders are excluded.
Price drop and back in stock
Two alerts that answer intent the customer already showed: an item they looked at is now cheaper, or an item they asked about is back. One product, one button.
- Trigger
- Price drop: viewed the item or started checkout with it in the last 30 days (Klaviyo's default). Never sent to anyone who bought it. Source
- Trigger
- Back in stock: Subscribed to Back in Stock, from a notify-me form. Source
- Timing
- Back in stock waits for the restock. Price drop sends while the lower price is live.
VIP and high-LTV
Recognises the customers who already carry your revenue with early access, exclusive content and loyalty-only offers, and keeps them out of discount-led flows built for everyone else.
- Trigger
- Crossing a value threshold you set, such as a third order or a spend level, or a predicted lifetime value segment.
- Timing
- Ongoing, tied to launches and restocks rather than a fixed calendar.
Win-back
Re-engages customers who bought and stopped, before a competitor becomes the habit. Leads with what is new and what customers are saying, and discounts only where past value makes the offer pay.
- Trigger
- No order within a window set by your purchase cycle: commonly 60 to 90 days, sooner for consumables.
- Timing
- Three emails over two to four weeks: what is new, social proof, then an offer split by customer value.
Sunset
Gives subscribers who stopped engaging one last chance, then suppresses everyone who does not respond. It earns nothing directly. It protects the inbox placement every other flow depends on.
- Trigger
- Joins an unengaged segment, such as Klaviyo's prebuilt Sunset segment, or no clicks, site activity or orders for 120 to 180 days.
- Timing
- No more than three emails, as Klaviyo advises, then a short grace period before suppression. Source
- Note
- Klaviyo warns that mailing this cohort lowers your open rate, which it calls the most important signal mailbox providers use. Source
Full playbooks
Four flows have a full playbook: what the flow is, when each email sends, every email with subject lines and a template, the Klaviyo setup, and sourced benchmarks.
Klaviyo Abandoned Cart
Cart recovery rate
Klaviyo Welcome Flow
New subscriber to first-time buyer
Klaviyo Browse Abandonment
Browse-to-purchase conversion
Klaviyo Win-Back Flow
Lapsed customer reactivation rate
Sources: Klaviyo email marketing benchmarks (2026), Klaviyo 2026 Abandoned Cart Benchmarks Report (2 October 2026), Klaviyo email automation examples (8 January 2025), Klaviyo welcome series guide, Klaviyo Help Center on flows, abandoned cart and checkout flows, price drop flows, back in stock flows and sunset flows, and the Shopify Help Center on customer notifications.
How we audit and rebuild Klaviyo flows.
Every flow audit runs through the DORTA method Pete built: Delivered, Opened, Read, Trusted, Acted. Five layers, checked in order, because a flow that fails at layer one cannot be fixed at layer five. The audit is free, written, and back within 24 hours of access.
Delivered
Is flow mail reaching the inbox? Authentication, your sending domain, flows still mailing people who stopped engaging, and whether a sunset flow exists. A perfect checkout email in spam earns nothing.
Opened
Does each flow fire at the right moment for the right person? Triggers, delays, Smart Sending, and overlapping flows hitting one customer twice.
Read
One email, one message, one action. Length, template weight, mobile rendering, and whether the product they viewed or carted is in the email.
Trusted
Total pressure across flows and campaigns, and the discount logic. A discount in email one teaches customers to abandon on purpose.
Acted
The architecture: filters, conditional splits, exits on purchase, attribution settings. Then revenue per recipient, flow by flow, against campaigns.
The rebuild, in order.
Most rebuilds delete as much as they add: duplicate flows, overlapping triggers, discount-first emails, templates built like landing pages. We win by removing things. What stays is rebuilt in this order.
- 01 Foundation. Triggers on the right event, filters that exit buyers, a sending domain that authenticates.
- 02 Highest intent. Abandoned checkout, abandoned cart and welcome go live first, earning while the rest is built.
- 03 The second order. Post-purchase, browse abandonment and replenishment.
- 04 Retention and hygiene. Win-back, VIP and sunset.
- 05 Test and report. One variable at a time per flow, reported monthly in revenue per recipient and flow contribution.
What good looks like.
Good is not a flow count. It is every core flow live, buyers exiting cleanly, and flow revenue per recipient well ahead of campaigns. Three engagements from our case studies, including one where the flows were not the problem.
Receipt · Better Body Co.
10% → 20-25%
email share of revenue, target range reached
Email sat near 10% of revenue despite a 10+ person in-house team. A 3-month consulting program audited the flow architecture, reported flow and campaign revenue per recipient side by side, and moved the team's effort from broadcasts to flows. The brand ended 2021 at $100M SGD in total revenue.
Read the case study →Receipt · Popl
50-60%
of revenue from email and SMS, up from under 20%
Deliverability first: 95%+ inbox placement by month two. Then welcome, abandoned cart, post-purchase, replenishment and win-back flows built properly for the first time, with separate B2B and B2C journeys, over 21 months.
Read the case study →Receipt · Relaxium
+$3M
incremental annual revenue from email and SMS
The flows were already reasonably built, so the work went into campaign cadence and segmentation. A good audit also tells you when flows are not the problem.
Read the case study →/ Other services
/ Related guides
Questions about Klaviyo flows.
Q.01 What is a Klaviyo flow? +
Answer
A Klaviyo flow is an automated series of emails or texts triggered by what a customer does. Klaviyo defines it as a sequence of automated actions triggered by a behaviour or event, such as joining a list or segment, starting a checkout, placing an order, reaching a birthday, or a price drop on an item they viewed.
Q.02 Which Klaviyo flows should every ecommerce store have? +
Answer
Start closest to the purchase: abandoned checkout and cart, welcome and post-purchase. Then browse abandonment, win-back and a sunset flow to protect deliverability. Replenishment matters if you sell consumables, price drop and back in stock if prices or inventory change, and VIP once repeat customers are worth rewarding. The free audit shows what you are missing.
Read more 10 email flows every store needs →Free Klaviyo audit →
Q.03 Flows vs campaigns: what is the difference? +
Answer
A campaign is a one-off send to a list or segment at a time you choose, such as a launch or a sale. A flow is triggered by behaviour, so each person gets it at their own moment. Klaviyo's 2026 benchmarks show flows producing nearly 41% of email revenue from 5.3% of sends. You need both: flows capture intent, campaigns create it.
Read more Outsourced email marketing →
Q.04 How many emails should a welcome flow have? +
Answer
Five to seven emails over about two weeks for most ecommerce brands: deliver what the sign-up form promised, tell the story, show proof, answer objections, then make the offer. Klaviyo's data shows most people who buy do so within 10 days of subscribing, and it recommends at least a day between emails.
Read more Welcome flow playbook →Klaviyo welcome series examples →
Q.05 What should a Klaviyo post-purchase flow include? +
Answer
Delivery updates, a how-to-use email a few days after the order arrives, a review request once they have used it, and a cross-sell or replenishment reminder matched to what they bought. Trigger it on Placed Order. On standard Shopify plans, Shopify sends the order confirmation and it cannot be switched off, so start the flow after it.
Read more Post-purchase flow guide →
Q.06 How long does a Klaviyo flow build take? +
Answer
A flow library rebuild is a fixed-scope project with the timeline agreed upfront, typically 1 to 6 weeks depending on how many flows you need and how much is broken. On existing accounts we start in week one, highest-intent flows first, so they can go live while the rest is built.
Q.07 How much does a Klaviyo flows agency cost? +
Answer
Our flow audit is free: a written roadmap within 24 hours of access. A flow library rebuild is a project engagement, $3-15K depending on scope, as a single fee with no retainer. Ongoing flow optimisation and testing sit inside full management, a monthly retainer scoped to your volume.
Q.08 Do you rebuild existing flows or start from scratch? +
Answer
We start from what you have. The common faults are small and expensive: a trigger on the wrong event, buyers who never exit, a discount in email one. We keep what earns, fix what is close and remove what costs you. Full rebuilds happen only when the architecture underneath cannot be saved.
Want flows that generate revenue?
Free audit. We review your current flows, flag what is missing, and send you a written rebuild plan within 24 hours.
Or read the manifesto →/ Free Audit
Get your free flow audit
Drop your store URL and email. We'll review your email program and send a written 90-day revenue roadmap within 24 hours. No obligation.