Key facts
- Flows are automated emails or texts triggered by what a customer does, such as signing up, abandoning a checkout or buying
- Abandoned checkout flows trigger on Klaviyo's Started Checkout metric; browse abandonment uses Viewed Product
- Flow filters such as "Placed Order zero times since starting this flow" stop emails going to people who already bought
- Marketing emails and SMS need consent, or for email a valid soft opt-in, under UK PECR
- Klaviyo's free plan covers up to 250 active profiles and 500 email sends a month (Klaviyo pricing, checked October 2026)
- dijitul marketing automation set-up is from £195 + VAT one-off; email marketing is from £95 a month + VAT
Why flows come before campaigns
A campaign is a one-off send to a list. A flow is an automated sequence triggered by behaviour. Flows reach people at the moment they are most interested, and once built they run every day without more work. That is why we build them before planning a newsletter calendar.
Klaviyo connects to Shopify, WooCommerce, BigCommerce and other platforms, and records events (it calls them metrics) such as Viewed Product, Added to Cart, Started Checkout and Placed Order. Each flow below is triggered by one of those metrics or by joining a list.
The six core flows
| Flow | Trigger | Typical length |
|---|---|---|
| Welcome series | Joins newsletter list | 3 to 5 emails over 1 to 2 weeks |
| Abandoned checkout | Started Checkout | 2 to 3 emails over 2 to 3 days |
| Abandoned cart | Added to Cart | 1 to 2 emails |
| Browse abandonment | Viewed Product | 1 to 2 emails |
| Post-purchase | Placed Order | 2 to 4 emails over several weeks |
| Win-back | No order for a set period | 2 to 3 emails |
Timings are starting points. Set the win-back delay to roughly how long your customers usually wait before buying again. Klaviyo can show the typical time between orders for your own customers, which is a better guide than any general rule.
What goes in each one
- Welcome series. Deliver any sign-up offer in the first email straight away. Then tell your story, show bestsellers, share reviews and answer common questions such as delivery and returns. Split first-time buyers from people who already ordered.
- Abandoned checkout. Your highest-intent flow. Show the exact items with images and a button back to the checkout. First email within a few hours, without a discount. Consider a small incentive only in a later email, and only if margins allow.
- Abandoned cart. For people who added to cart but never reached checkout. Keep it short and remind them what they picked.
- Browse abandonment. A gentle nudge for people who looked at a product more than once. Lighter tone, show related products.
- Post-purchase. Thank you, delivery information, how to use or care for the product, then a review request once it has arrived, then cross-sells.
- Win-back. "We miss you" with new arrivals, then a reason to return.
Settings that stop mistakes
- Flow filters. Add "Placed Order zero times since starting this flow" to abandonment flows so buyers stop getting reminders.
- Avoid overlap. Someone who started a checkout should not also get the cart and browse flows. Use filters so the highest-intent flow wins.
- Smart Sending. Klaviyo's Smart Sending skips people who received an email recently. Leave it on for most flows; consider turning it off for order-related messages.
- Consent. Only email people who are subscribed to marketing. SMS needs its own separate consent. Read our PECR guide.
- Sunset flow. Ask unengaged profiles if they still want to hear from you, then suppress those who do not respond. This protects deliverability and keeps your Klaviyo bill down, since paid plans are priced by active profiles.
Extra flows worth adding later
- Back in stock for products that sell out.
- Price drop for people who viewed an item that is now cheaper.
- Replenishment for consumables, timed to when they will run out.
- VIP or loyalty for your best customers.
- Birthday if you collect a date of birth with consent.
Test one thing at a time with Klaviyo's A/B testing in flows, such as subject lines, send delays or whether a discount is needed at all.
What dijitul charges
We build flows as part of our marketing automation set-up, from £195 + VAT one-off. That covers strategy, copy, design using your brand, filters and testing. Ongoing Klaviyo campaigns are from £95 a month + VAT, and SMS marketing from £75 a month + VAT. Your Klaviyo subscription is paid directly to Klaviyo on your own account. See also ecommerce email flows.
Frequently asked questions
Which Klaviyo flow should I build first?
Start with the welcome series and abandoned checkout. The welcome series greets everyone who joins your list, and abandoned checkout reaches people who were moments from buying. Then add post-purchase, abandoned cart, browse abandonment and win-back, in roughly that order.
Should abandoned checkout emails include a discount?
Not in the first email. Many people simply got distracted, and a discount trains customers to abandon on purpose. Send a plain reminder first. If margins allow, test a small incentive in a later email and compare results with a version that has none.
What is the difference between abandoned cart and abandoned checkout?
Abandoned checkout triggers when someone starts the checkout and enters their email, using Klaviyo's Started Checkout metric. Abandoned cart triggers earlier, on Added to Cart, for identified visitors who never reached checkout. Checkout is higher intent, so build it first.
Can I send flows to customers who never subscribed?
Order confirmations and delivery updates are service messages. Marketing emails, including most abandonment and win-back flows, need consent or a valid soft opt-in under UK PECR. Set flows to only include profiles who can receive marketing.
How much does it cost to set up Klaviyo flows?
dijitul builds Klaviyo flows from £195 + VAT one-off for marketing automation set-up, including copy, design and testing. Ongoing campaign management is from £95 a month + VAT. Klaviyo's own subscription is paid to Klaviyo and is priced by active profiles.
How often should flows be reviewed?
Check performance monthly and review content at least every few months. Update images, products, prices and seasonal wording, check links and discount codes still work, and run A/B tests on subject lines or timing to keep improving.
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