The 4 essential Klaviyo flows for a solid eCommerce strategy

Brands that harness the power of automated emails have a distinct advantage over their competitors. Thanks to the native integration between Klaviyo and Shopify, it's possible to create targeted automated messages, personalized flows, and effective forms, directly from a marketing automation platform built for commerce.

Klaviyo is a powerful platform for email marketing automation. It allows you to launch automated email campaigns based on customer profile data and activity. Thanks to its advanced features (popups, segmentation, integrations), it offers businesses a real lever for optimization.

But you still need to structure your flows well.

At Maze, we systematically recommend implementing these four flows before going any further: Welcome , Abandoned Checkout , Post-Purchase , and Winback . Simple, yet powerful pillars.

You don't need to launch 30 different automations to get started. These four well-designed, automated flows, aligned with your data and customer profiles, can turn your messages into conversion drivers.

1. The Welcome flow: welcoming with intention

What is a welcome flow?

A flow triggered automatically as soon as a visitor fills out a subscription form or signs up for your newsletter on your Shopify site . It allows you to trigger an initial series of personalized marketing emails .

What is a welcome flow for?

It is often aimed at a first contact or a voluntary customer: the Welcome flow allows you to initiate customer engagement. It is often the very first automated contact, so it must reflect the brand strategy and the relevance of your Klaviyo tool .

Who is a welcome flow relevant for?

All eCommerce businesses. Whether you sell flowers, clothing, or furniture, welcoming a new contact with a personalized message increases your chances of conversion.

Best practices

• Customize according to the acquisition source (popup, landing page, integrated form)
  

• Embed a promo code or useful content
  

• Align messages with your overall email strategies
  

• Enable SMS as an additional reminder if the user has given their phone number

2. The Abandoned Checkout flow: recover at the critical moment

What is abandoned order flow?

A series of automated emails (often 2-3) sent after a customer abandons their cart on your store. All connected to your Shopify account or other CRM , via Klaviyo connectors.

What is the Abandoned checkout flow for?

This flow helps recover lost sales by following up with customers in a contextual manner. Analyzing customer data allows you to send a message at the right time, with the right offer.

Who is the abandoned order flow relevant to?

For any business that receives qualified traffic to its website and wants to improve the conversion of its campaigns.

Best practices

• Follow up within 6 hours maximum for the first email
  

• Add links to the FAQ on your website, your Contact page or your social networks for quick contact.
  

• Customize according to the basket value or the products viewed

3. The Post-Purchase Flow: More Than Just a Thank You

What is post-purchase flow?

A flow that sends emails after purchase: follow-up, recommendations, review form , discovery of similar products, etc.

What is the purpose of post-purchase flow?

It improves customer loyalty and builds the base of active profiles on your website. By collecting behavioral data (clicks, products viewed, purchases), you can enrich your marketing campaigns .

Who is post-purchase flow relevant for?

Any business that wants to improve retention and leverage their data to intelligently segment their audiences.

Best practices

• Customize according to the product purchased
  

• Add usage tips, videos, or testimonials
  

• Redirect to your product review form or Google page

4. The Winback flow: re-engage or clean up

What is the winback flow?

A flow triggered automatically after a period of inactivity on a profile. It combines email marketing , segmentation, and sometimes SMS, to try to reactivate a dormant customer.

What is winback flow used for?

It helps reduce acquisition costs by maximizing existing databases, while maintaining the health of your account (deliverability, reputation, etc.).

Who is the winback flow relevant for?

All businesses with a customer history. If you have inactive profiles for 60 to 180 days, this feed is for you. Especially useful for businesses in the food, cosmetics, and healthcare sectors!

Best practices

• Offer a unique incentive to return
  

• Ask a direct question in the email (“still interested in…?”)
  

• Automatically clean profiles that don't open

Benefits of Klaviyo Flows

Here's why these automations are at the heart of a good strategy:

• They connect subscription forms to smart targeted emails
  

• They use your consumer data to improve every interaction
  

• They easily integrate with Shopify or other CRM tools
  

• They enable segmented, targeted and effective email marketing
  

• They boost engagement while reducing manual effort
  

• They can be launched without a developer, directly in the Klaviyo application

Need help building your flows?

Deploying Klaviyo is one thing. Getting results is another. At Maze, we take care of your email marketing strategy. That means we help you connect the right tools, structure your segments, create your popups, write your sequences, and automate with intention. Our approach is centered on efficiency, results, and respect for your customers.

Check out our case studies on Behance:

• Soha – Strategic Email Marketing on Klaviyo

• Café William – Flow Optimization and Automation

Get in touch with us now

Checklist: Getting the most out of your Klaviyo flows

• Activate the 4 essential flows: Welcome, Abandoned Checkout, Post-Purchase and Winback
  

• Easily integrate Klaviyo with your Shopify account or other CRM
  

• Collect qualified data through registration inserts tailored to your audience
  

• Segment your buyer profiles based on their behavior and purchasing history
  

• Automate your email campaigns to save time and increase your conversions
  

• Analyze performance from data built into the Klaviyo app

FAQ: Marketing Automation and Klaviyo Campaigns

What are the benefits of email marketing automation with Klaviyo?

Email automation with Klaviyo lets you create smart campaigns connected to your customer data, directly from the platform. You can activate personalized flows, improve segmentation, launch relevant campaigns, and maximize the impact of every email sent.

How to integrate Klaviyo with Shopify?

Integrating Klaviyo with Shopify is simple: it takes just a few clicks via the official Klaviyo website. Find it in your sidebar under "Integrations." They'll guide you through all the connection steps. You can then sync profiles, purchase data, popups, and subscriber activity to launch your automated flows.

What types of forms can I create with Klaviyo?

The platform allows you to create lead capture tools (pop-ups, flyouts, embedded forms) to collect emails, phone numbers, preferences, or personalized data. These forms can be linked directly to your campaigns or to flows like Welcome or Winback.