Hi there,

Most brands have email flows set up.

But very few have them set up properly.

Here's how to set up your flows the right way so they actually convert.

The Problem

The 3 Reasons Most Brands Get Flows Wrong

Reason #1: They're outdated

Most brands haven't updated their flows in the last 12 to 18 months.

What worked in 2024 doesn't work the same way in 2026.

Customer behavior has changed. Inbox providers have changed their rules.

Your flows need to evolve with them.

Reason #2: They're missing key flows or haven't built them out

Most brands have a welcome flow and abandoned cart flow.

But they're often missing flows like browse abandonment or site abandonment.

Or they have the flow set up but it's only 1 to 2 emails instead of 5.

That's not enough to convert someone.

Reason #3: They've plateaued

Some brands have built out all the core flows.

But now they don't know what to do next to improve Klaviyo or break through the glass ceiling.

They're stuck and revenue has flatlined.

The Foundation

The 8 Core Flows You Need

Here's the complete list of flows you should have set up, and how many emails each one should have.

1. Welcome Flow (5 emails)

  • Email 1: Welcome + incentive delivery

  • Email 2: Best Sellers

  • Email 3: What makes the brand different (benefits)

  • Email 4: Social proof

  • Email 5: Urgency + last chance

2. Site Abandonment Flow (2 emails)

  • Email 1: Still looking? Here are our bestsellers

  • Email 2: What makes us different

3. Browse Abandonment Flow (5 emails)

  • Email 1: Simple reminder of product viewed

  • Email 2: What makes the brand different (benefits)

  • Email 3: Product in action

  • Email 4: Social proof

  • Email 5: Urgency + last chance

4. Abandoned Cart Flow (5 emails)

  • Email 1: Simple cart reminder

  • Email 2: Discount + FAQs

  • Email 3: Social proof + urgency

  • Email 4: Extended discount + guarantees

  • Email 5: Final urgency

5. Abandoned Checkout Flow (5 emails)

  • Email 1: Simple checkout reminder

  • Email 2: Discount + FAQs

  • Email 3: Social proof + urgency

  • Email 4: Extended discount + guarantees

  • Email 5: Final urgency

6. Post-Purchase Flow (9 emails)

  • Email 1: Thank you from founder

  • Email 2: What to expect

  • Email 3: How to get the most out of your product

  • Email 4: Join us on Instagram

  • Email 5: Loyalty program

  • Email 6: Referral program

  • Email 7: Cross-sell (20% off next order)

  • Email 8: Review request

  • Email 9: Review request reminder

7. Customer Winback Flow

Non-Replenishment Path (3 emails):

  • Email 1: New arrivals + offer

  • Email 2: Explore new arrivals + offer

  • Email 3: Final urgency + offer

Replenishment Path (3 emails):

  • Email 1: Running low?

  • Email 2: Explore new products + offer

  • Email 3: Final urgency + offer

8. Sunset Flow (2 emails)

  • Email 1: We'd love to stay in touch

  • Email 2: Final reminder

What to Do Next

What to Do If You've Plateaued

If you already have all 8 core flows set up and you're stuck, here's what to do next:

Step 1: Optimize existing flows

A/B test time delays, subject lines, and email content.

Small improvements compound over time.

Step 2: Add segmentation

Split flows by purchase history (new vs returning customers).

Split by product category for personalized messaging.

Step 3: Add advanced flows

VIP flow, replenishment reminder, back-in-stock, price drop.

These are the next level after core flows.

Step 4: Improve your pop-up

More subscribers = more people entering flows = more revenue.

Optimize your pop-up to capture 8 to 12% of site traffic.

Step 5: Add Retention.com

Capture anonymous site visitors and enroll them in flows automatically.

This can add 20 to 40% more flow revenue.

Properly set up flows can generate 20 to 30% of your total email revenue.

But only if they're set up correctly.

Use this guide to audit your current flows and fix what's broken.

Hope this helps.

Best,
Luca

Free Resources

Resources to help you scale

Use these resources to help improve your brand’s email marketing.

  1. Plug-and-Play Figma Email Designs
    Reusable email layouts and pop-up templates built from real client work to speed up your production.
    Get the Figma Templates

  2. Email Flows Guide
    Complete setup guide with triggers, filters, and timing for all core flows.
    Get the Guide

Bonus: Watch the YouTube video below on this exact topic 👇

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