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Evergreen Flow: Advice and/or Thoughts?


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Hello everyone!

I want to explore the possibility of building an Evergreen Flow for our newsletter. Right now, we follow a schedule of 1 email campaign per week + segmented emails sprinkled here and there depending on opportunity.


Our current setup requires too much time to maintain, and coming up with new content that is balanced every week is getting harder and harder, overall taking a disproportionate amount of bandwidth as we really need to focus on developing the brand (we are a very small team, with me being the only one on the marketing campaigns workflow).


It sounds like an Evergreen Flow, while requiring a good bit of work to first setup, would allow us to approach our email marketing strategy with a more focused (and less time-demanding) approach.

I am curious to hear what your experience with evergreen flows has been/is, as well as any insight, takeaways or general advice you may have for someone that is first starting to structure it.

 

So curious to hear your thoughts!

Did this topic or the replies in the thread help you find an answer to your question?

5 replies

MANSIR2094
Problem Solver IV
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  • Problem Solver IV
  • 235 replies
  • February 19, 2025

Hello ​@Frankie S , 

An Evergreen Flow is a great way to streamline your email marketing while maintaining consistency. Start by identifying key themes or categories that align with your brand (e.g., educational content, product highlights, testimonials). Structure a series of emails that can run on autopilot while remaining relevant, like a welcome series, educational drip campaigns, or seasonal content that doesn’t expire quickly.

To keep things fresh, periodically review performance and swap out underperforming emails. Also, use segmentation to personalize content based on user behavior. It takes effort upfront but saves time long-term. Let me know if you need help structuring it!


emilytarvin
Problem Solver III
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  • 2025 Champion
  • 20 replies
  • February 19, 2025

Hi ​@Frankie S ,

Thank you for reaching out to the Klaviyo community! I am happy to share something I have built for my company that is similar to what you are talking about. 

My company is a subscription based business, and customers receive a themed box every month. Along with that box, we like to provide lots of supporting educational and interactive content through a series of ‘engagement’ emails that are more focused on value added content and not focused on selling. 


I used to schedule out these emails on the campaign level throughout the month, but it was a little more time consuming and not always timed up right with when people receive their box in the month since they were sent on a set date for everyone, regardless of if their order was completed or shipped ect.

At the end of last year, I started to build out a flow format for this email series instead. I have it triggering based on when the customer’s order is shipped each month. I add a wait step of a few days based on shipping timing, then the series of emails sends every couple of days throughout the month. This approach takes way less time to setup and is only a 1x per month task vs. 5x per month building and scheduling each individual email. Here is a screen shot of what the flow looks like.

We have actually seen a slight improvement in click rate of these emails since implementing this, most likely because customers are receiving email content at times that are more aligned with when they are receiving product. 

For your instance, you could do something very similar for a monthly newsletter. I think the main thing you would need to determine is what the best trigger would be to start the flow. Do you send your newsletter to a specific list or segment every month? Or are they sent based on an action? 

Would love to hear more about your approach and help you find the best solution for your business!


In the Inbox
Partner - Platinum
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  • 2025 Champion
  • 292 replies
  • February 19, 2025

Hi ​@Frankie S 

Thank you for posting your question in the community and for starting the discussion! I think this will be an interesting online thread. I’d like to invite a few follow Klaviyo Champions (​@DavidV ​@retention ​@ebusiness pros ​@Ashley I. ​@Adam Ragsdale ​@Omar ​@benzettler ​@zacfromson ​@AlexandraPalau ) to this thread as well, as I am sure there will be some good insights for you to take away.

I 100% agree with you. Setting up evergreen flows can be an effective approach to minimize strain on your bandwidth, especially if you are part of a smaller marketing team. 

 

Collecting Subscriber Preferences & Data

One of the cool things you can do using Klaviyo is capture additional data points about your contacts, either via additional sign-up forms, through email engagement (URL clicks), to build data points on your contacts. You may already do this as part of your segmentation strategy. 

 

Segment-based Flows

Once you have different data points, you can set up different flows when they become part of that segment to nurture and send them timely content. 

 

While you want to automate some of these evergreen flows, you should still make time to monitor engagement with the flows and make sure users are engaging with them, and that you are not seeing increases in unsubscribes.

 

I have seen some brands try to automate a large portion of their email program like this and once its set, they forget about it, only later to find that their automated evergreen flows started to decrease in performance and overtime, they ended up with less than ideal deliverability. 

 

Of course, if you are a DTC/ecommerce business, there are a lot you can do to set up different triggered campaigns to drive traffic back to your website based on your contacts’ engagement.

 

If you are willing to share more about your business, the types of segments you send to and your initial ideas on some evergreen campaigns, we could provide more specific feedback and recommendations!

 

But I hope this helps!

@In the Inbox 

 


benzettler
Contributor I
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  • 2025 Champion
  • 1 reply
  • February 19, 2025

@Frankie S as others have alluded to, there is definitely nuance to how you might set this up. General recommendation for something like this is to think of this as an extended welcome flow. Pull in some of your campaign messages that have performed well historically. As long as you are long enough on inventory, allow users to receive those messages as part of this extended flow — you might deliver messages 1 week apart, 10 days, 5 days, etc. That’s for you to decide. 


retention
Partner - Platinum
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  • 2025 Champion
  • 944 replies
  • February 19, 2025

Lots of great feedback and ideas here. :) I agree with ​@benzettler, in that if there are any “evergreen” campaigns you’ve sent in the past that’s done remarkably well, you can append them to a evergreen Flow.

A few things to consider when building out these really long “Evergreen Flows” 

  • You may want to consider these emails to be sent on a particular day(s) of week (and time of day).  That way, when you send other Campaigns in the future, you can avoid using these days so that they don’t overlap and you can confidently interleave them. Of course, you can still utilize “Smart Sending” or segmentation/exclusions to make sure emails don’t overlap, but we found it easier to just reserve evergreen emails to go out on specific days (e.g. Wednesday/Fridays), so if we have any other campaigns we want to send, we can choose the other days.
  • One benefit of evergreen email flow is that you have a lot of “predictability” of what to expect as users go through the Flow and you start to get analytics and results from them.  You can be more aggressive about A/B testing this Flow, spot any low performing messages, and invest the time into improvements. Unlike Campaigns which are typically “one and done” - any improvements you make will benefit the next new subscriber.
  • To Bryan’s ( ​@In the Inbox ) point, if you can collect data across this long time horizon, you can start branching out the Flows for various message, or use Show/Hide or display logic in your templates to better personalize these Flows for your users.  And again, since these are “permanent” Flows, it’s worth the extra effort to make them even better based on the data you can enrich from your users.
  • Once you’ve developed a good “Evergreen Flow” - one thing that you can consider is adding some “hooks” from one email to the next.  You can think of this like one message that leads to the next message.  The way I explain it is like any good Netflix series where there’s a cliffhanger at the end to the next!  You can start with teasers, “Look forward to the next email from us, where we will show you some tasty recipes!”