Mastering Klaviyo flows: your complete guide to setting up Klaviyo automation

The power of easy: simple steps for big marketing wins

Ever wondered how to find efficiencies while advancing personalization? Automation is the key, but setting up Klaviyo flows in the right way can truly be a game-changer. Let’s take a deep dive into the world of Klaviyo flows and explore how to automate and optimize your processes without losing that personal touch.

Setting the stage for success

With over fifteen years in the marketing game, I’ve seen how automation can take a good strategy to the next level—helping you connect more meaningfully with customers while saving you time. Klaviyo flows give you the tools to automate everything from welcome emails to cart abandonment follow-ups, but the trick is setting them up in a way that makes them work harder for you.

Your step-by-step guide to Klaviyo flow setup

Let’s break it down. Setting up Klaviyo flows is easier than you think, especially with Klaviyo’s pre-built flow templates. These templates are designed to get you started quickly and effectively, with minimal setup required. 

My personal favorites are:

• Welcome flow
• Abandoned cart recovery
• Post-purchase follow-up

Each one can deliver powerful results with minimal effort.

Here’s how to make the most of these flows:

1. Welcome flow: create a warm, personalized introduction to your brand.
    
   • Use Klaviyo’s welcome flow template to greet new subscribers instantly.
     • Timing: Immediate 
     • Welcome Offer: Include the offer in email only, not an on-site pop-up.  Train customers that email has valuable information.
     • Content: Showcase categories and top products. Send a 2nd email 2-3 days later that shares more about the brand story. 
     • Measure: 
       • Avg open rates 52% - 68% 
       • Avg Click Through Rate (CTR) 5.31% -12.98%
   • Personalize the experience by recommending products based on what they’ve shown interest in or what’s trending in your store.
      
2. Abandoned cart recovery: Don’t let those carts slip away
    
   • Set up your Abandoned cart flow with Klaviyo’s template to remind shoppers of their unpurchased items.
     • Timing: Three to ten minutes after abandonment, send secondd email within twelve hours of the first.
     • Offer: Highlight “always on offers” (free shipping when you spend $35+)  or the welcome offer, if it hasn’t been used yet. 
     • Content: Show abandoned product(s) and include a lower dynamic product grid of top sellers.
     • Measure: 
       • Avg open rate 40%
       • Avg Click Through Rate 20%
          

3. Post-Purchase Follow-Up: Build loyalty from the first purchase.
    
   • Use the Post-purchase flow to thank your customers for their orders and ask for feedback.
     • Timing: 1-2 days after the product arrived/was delivered.
     • Content:  Highlight how to use the product, how to take care of it, or unique ways to enjoy it. For example, if it’s a plant, include tips on watering frequency, sunlight needs, and when to re-pot.
     • Offer: As a secondary message, remind customers of your brand’s return policy" and include customer service information.
     • Measure: 
       • Avg open rate 25% 
       • Avg click-through rate 12%
   • Personalize your post-purchase emails by recommending related products based on the customers’ purchase. Focus on products from the same collection or category to help drive future sales.
     
      

Optimizing your flows: If you’re already using these flows, it’s all about testing and optimizing. You can refine your messaging, tweak the timing, or try new incentives to see what works best. Always check your metrics: Klaviyo recommends monitoring opens, clicks, and conversions to spot areas that could use a little extra attention.

• Utilize  Klaivyo’s benchmark feature to see where you can improve. 

Optimizing your Klaviyo flows for efficiency

Automation is about finding the balance between saving time and making sure your customers feel valued. 

Here are three tactics  to take it to the next level:

• Segmentation: Target people based on their actions and preferences— or even their lack of!—so your messages feel personal and relevant.
• A/B testing: Play around with different subject lines and email content to see what works best.
  • What’s the next best action you can drive if someone's not ready to purchase? This can include actions like sign-uping for SMS, following on social, reading an article, taking a quiz, etc.
• Monitoring and adjusting: Regularly check performance and make tweaks to make sure your flows are always improving.

Troubleshooting common issues

Getting stuck? Don’t worry—it happens Here are three ways to troubleshoot some common issues:

• Email deliverability: Make sure your emails actually land in inboxes by checking authentication and list hygiene.
• Automation errors: Double-check your workflows to make sure everything is running smoothly.
• Performance metrics: Watch the open rates, click-through rates, and conversion rates to see if anything needs a little fine-tuning.

Engaging with the community

We all learn from each other. Drop your thoughts and tips in the comments—let’s swap stories and help one another out

Elevate your marketing strategy with Klaviyo flows

Klaviyo flows are all about working smarter, not harder, while still making those personal connections with your audience. Get started today and watch your marketing take flight.

Can’t wait to hear your thoughts and experiences in the comments! 

Until next time,

Carla