Klaviyo is one of the most useful retention tools for ecommerce brands because it helps turn customer behavior into automated email and SMS journeys.

Instead of sending the same campaign to everyone, brands can create flows based on specific actions: a customer joins the list, abandons a cart, browses a product, makes a purchase, leaves a review, waits for a restock, or stops engaging.

For DTC brands, the right Klaviyo flows can improve email marketing ROI, increase retention, support repeat purchase, and grow customer lifetime value.

What Are Klaviyo Flows?

Klaviyo flows are automated email or SMS sequences triggered by customer behavior, dates, milestones, or profile data.

A flow can welcome a new subscriber, recover an abandoned cart, remind a customer to reorder, ask for a review, recommend related products, or re-engage inactive subscribers.

The strength of Klaviyo is personalization. Each customer can receive a different message based on what they did, what they bought, what they viewed, or where they are in the customer journey.

Welcome Series Flow

A welcome series is one of the first flows most ecommerce brands should build.

When someone joins your email list, the welcome flow introduces the brand, explains the value of the products, and gives the customer a reason to stay engaged.

A strong welcome series can include brand story, bestsellers, social proof, founder message, product education, and a first-purchase offer.

This flow sets the tone for the customer relationship. It should feel on-brand, useful, and clear.

Abandoned Cart Flow

An abandoned cart flow reminds customers to complete a purchase after they add products to cart but leave before checking out.

This is one of the highest-value Klaviyo flows because the customer has already shown strong buying intent.

A good abandoned cart email should show the exact product, remind the customer why it matters, answer common objections, and make it easy to return to checkout.

The timing matters. The first reminder should arrive while the product is still fresh in the customer’s mind. Later emails can include social proof, product benefits, shipping information, or a small incentive if needed.

Browse Abandonment Flow

Browse abandonment is softer than cart abandonment.

This flow targets customers who viewed products but did not add anything to cart. They may be interested, but they may still be comparing, browsing, or researching.

The goal is to bring them back to the site.

Browse abandonment emails can show recently viewed products, related items, bestsellers, reviews, or educational content that helps the customer continue shopping.

This flow should feel helpful, not aggressive.

Thank You Flow

A thank you flow is a post-purchase email sequence that helps build loyalty after the first sale.

Many brands send a basic order confirmation, but a stronger thank you flow can create a more personal relationship with the customer.

This can include a thank-you message, founder note, brand story, product care information, what to expect next, or a soft invitation to follow the brand on social media.

Klaviyo segmentation makes this more useful. First-time customers, repeat customers, VIP customers, and subscription customers can all receive different versions of the thank-you message.

Cross-Sell Flow

A cross-sell flow helps bring customers back after their first purchase.

Once a customer buys one product, the brand can recommend related products that fit naturally with the original purchase.

For example, a skincare brand can recommend a serum after a customer buys a cleanser. A fashion brand can recommend accessories that match a dress. A wellness brand can recommend a complementary product based on the customer’s routine.

This flow should be timed carefully. Sending it too early can feel pushy. Sending it after the customer has had time to use the product usually feels more relevant.

Product Review Flow

Product reviews are one of the most important forms of ecommerce social proof.

A product review flow asks customers to share feedback after they have received and used their purchase.

The timing should match the product. A beauty product may need more time before the customer can review results. A fashion product may be reviewed soon after delivery. A replenishable product may need a longer delay.

Reviews can support product pages, ads, email, UGC, and trust across the website.

The easiest way to get more reviews is to ask at the right time.

Back-in-Stock Flow

A back-in-stock flow helps brands recover demand when products sell out.

Customers can sign up to be notified when a specific item becomes available again. Once the item is restocked, Klaviyo automatically sends the notification.

This flow is especially useful for fashion, beauty, limited drops, seasonal products, and products with strong demand.

The brand should monitor inventory before sending too many notifications. If stock is limited, the flow should create urgency without disappointing customers.

Replenishment Flow

A replenishment flow is useful for products customers buy repeatedly.

This works well for skincare, supplements, wellness products, food and beverage, beauty, pet products, household goods, and other CPG categories.

The flow reminds customers when they may be running low and encourages them to reorder before they run out.

A good replenishment flow feels like customer service, not just marketing. It helps the customer stay consistent and makes repeat purchase easier.

Instructional Flow

An instructional flow helps customers use the product correctly after purchase.

This can include care instructions, usage tips, how-to videos, assembly steps, cleaning guidance, routine education, or product best practices.

This flow improves the customer experience because it helps buyers get more value from the product. It can also reduce support requests, returns, and confusion.

For premium products, instructional content can make the purchase feel more thoughtful and supported.

Special Events Flow

Special events flows use customer data to create more personal communication.

This can include birthday emails, first-purchase anniversaries, subscription milestones, loyalty rewards, move-in dates, seasonal reminders, or product-specific events.

These emails help customers feel recognized. They can also create natural moments for exclusive offers, personalized recommendations, or retention campaigns.

The key is relevance. A special event email should feel personal and useful, not random.

Sunset Flow

A sunset flow helps remove or suppress inactive subscribers.

There is no reason to keep sending emails to people who never open, click, or buy. Inactive subscribers can hurt deliverability and increase platform costs.

Before removing them, brands can send a final re-engagement sequence. This can include a reminder, incentive, bestsellers, or a “still want to hear from us?” message.

If the subscriber still does not engage, the brand can suppress them and keep the list healthier.

Final Thoughts

Klaviyo flows help ecommerce brands send the right message at the right time.

A strong retention system should include welcome, abandoned cart, browse abandonment, thank you, cross-sell, review, back-in-stock, replenishment, instructional, special event, and sunset flows.

Each flow supports a different part of the customer journey: acquisition, conversion, post-purchase experience, repeat purchase, loyalty, and list health.

VESNA helps ecommerce brands build email and SMS systems that improve retention, increase customer lifetime value, and turn customer behavior into measurable revenue.