I've Made 5,000 Email Flows, These 6 Convert Like Crazy
A Klaviyo agency owner counts down the six e-commerce email flows he rebuilds for every brand, with the exact trigger timing and the one setting that moved the needle in each.
Posted
3 days ago
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Listicle
educational
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62
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Big Idea
The argument in one line.
Most of the revenue in e-commerce email marketing comes from just six flows, built with precise trigger timing, re-entry rules, and copy choices rather than generic templates.
Who This Is For
Read if. Skip if.
READ IF YOU ARE…
You run or manage email marketing for an e-commerce brand and only have the default Klaviyo welcome and abandoned cart flows switched on.
You're a freelancer or agency operator who builds Klaviyo flows for clients and wants a proven six-flow build order to pitch.
Your store already has real order and session volume, so flow-level timing and filter decisions would actually change outcomes.
SKIP IF…
You're not using Klaviyo or a similar event-triggered email platform — the trigger and filter mechanics won't map over directly.
You want subject-line or copywriting advice — this is about flow architecture and timing, not headline writing.
TL;DR
The full version, fast.
The video ranks six Klaviyo email flows by revenue impact: site abandonment, browse abandonment, replenishment, post-purchase, abandoned cart, and welcome. For each one it gives the trigger event, wait times, re-entry filters, and the single change that moved conversion most, like reframing a flat discount as a 'mystery discount' in the abandoned cart flow, or asking a preference question before the email capture in the welcome pop-up. The close argues build order matters more than building everything at once: start with welcome and abandoned cart since they catch the highest-intent traffic, then browse and site abandonment, then post-purchase and replenishment, because skipping all six is framed as losing 15-25% of monthly email revenue.
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States the $50M / 50%-from-six-flows claim, previews what the video will show, and cites two client case studies (a telehealth brand and a $200 silk-lined baseball hat brand) as proof.
00:58 – 02:26
02 · Flow #6: Site Abandonment
Retargets anonymous visitors who left without viewing a product. Trigger on active-on-site, wait 2 hours, conditional split on email-open, 14-day re-entry and profile filters.
02:26 – 03:53
03 · Flow #5: Browse Abandonment
Retargets visitors who viewed a product page but left. Every email needs a headline, button, and the product above the fold. Trigger on viewed-product with a 30-day re-entry window.
03:53 – 05:21
04 · Flow #4: Replenishment
Reminds past buyers of consumable products that they're running low. Time the first reminder to when the specific product runs out, not a fixed schedule.
05:21 – 06:20
05 · Flow #3: Post-Purchase
Opens with a plain-text founder email right after the order, then a discount timed to first use, a review ask, and a replenishment tie-in.
06:20 – 07:06
06 · Mid-video pitch
Brief aside offering to build all six flows for the viewer's brand; points to a link in the description to book a call.
07:06 – 09:02
07 · Flow #2: Abandoned Cart
The highest-intent flow. Headline/button/cart-above-fold on email one, trust-building reviews on email two, a 'mystery discount' on email three, and SMS on the last message. 15-minute initial delay.
09:02 – 12:39
08 · Flow #1: Welcome Flow + pop-up redesign
Argues the pop-up matters more than the email sequence. A preference quiz before the email ask drives micro-commitment and personalizes the first welcome email by quiz answer, lifting conversion 15-20%.
12:39 – 13:28
09 · Build order and close
Recommends building welcome and abandoned cart first, then browse/site abandonment, then post-purchase/replenishment. Closes with the book-a-call CTA.
Atomic Insights
Lines worth screenshotting.
Six Klaviyo flows (welcome, abandoned cart, post-purchase, replenishment, browse abandonment, site abandonment) are credited with roughly half of email revenue across 300 audited e-commerce brands.
Reframing a flat discount as a 'mystery discount' instead of stating '10% off' lifted conversion on one abandoned cart email from about 1.7% to 3% at the same offer value.
Asking a preference question, like 'how do you like your jerky, spicy or bold?', before requesting an email address gets pop-up visitors to micro-commit before the actual signup ask.
Personalizing the first welcome email to match a visitor's pop-up quiz answer increased welcome flow conversion rates by 15-20% versus one generic email for everyone.
A site abandonment flow should trigger on 'active on site,' wait 2 hours, then branch on whether the first email was opened within 3 hours before resending.
Abandoned cart emails converted better with a 15-minute delay after checkout is started, not the 30-60 minute delay most brands default to.
Replenishment flow timing should match how long the specific product actually lasts (25 days for one jerky brand) rather than a fixed schedule applied to every product.
Starting from zero, welcome and abandoned cart flows are recommended first because they capture the highest-intent traffic, before browse/site abandonment or post-purchase.
A $200 silk-lined baseball hat brand reportedly went from $800 to $7,000 in monthly email revenue after these flows launched, enabling ad spend to scale from $10,000 to $30,000/month.
Post-purchase flows open with a plain-text founder email right after the order, since replies route to a real person and that builds trust before any review request.
Profile filters like 'has not started checkout' or 'has not placed order' stop abandonment flows from re-triggering on customers who already converted.
Takeaway
Six Klaviyo flows decide most email revenue
SIX-FLOW PLAYBOOK
Six specific Klaviyo automations, each tuned with exact trigger timing, re-entry rules, and one conversion-changing setting, make up most of the revenue in an e-commerce brand's email channel.
01Cold open: the revenue claim
A single revenue claim up front ($50M, 50% from six flows) works as a trust-building hook before any tactic is taught.
Case studies with specific before/after numbers (a telehealth brand going from $30K to $90K a month) make abstract flow advice feel concrete.
02Flow #6: Site Abandonment
Site abandonment catches visitors who left without viewing any product, the flow most brands skip entirely, losing those visitors for good.
Trigger on 'active on site,' wait 2 hours, then use a conditional split on email-open status to decide whether to resend within the same day.
Set a re-entry period (14 days) and profile filters (not viewed product, not started checkout, not placed order) so the flow doesn't repeatedly target people who've already moved on.
03Flow #5: Browse Abandonment
Browse abandonment retargets people who viewed a product page but left, one step further down the funnel than site abandonment.
Every email needs a headline, a button, and the actual product shown above the fold so the visitor instantly recognizes what they were looking at.
Trigger on 'viewed product' with a 30-day re-entry window and filters excluding anyone who already started checkout or ordered.
The second email in the sequence should carry the discount; the third is just a plain reminder of that same code.
04Flow #4: Replenishment
Replenishment flows exist to remind customers a consumable product is about to run out, which is where repeat-purchase profit comes from.
Time the first reminder to when the specific product actually runs out (25 days for one brand) rather than a fixed schedule applied to every product.
A simple two-email structure (reminder, then discount) was enough to generate meaningful revenue; length can scale with more reminder variations.
05Flow #3: Post-Purchase
Open the post-purchase flow with a plain-text email from the founder, not a design template, since replies go to a real person and that builds trust fastest.
Send the first discount offer right after the customer's first use, while product enthusiasm is highest, rather than waiting weeks.
Frame a follow-up discount as a 'share with friends and family' offer instead of a generic discount, extending acquisition through existing customers.
Schedule the sequence around actual shipping and usage timelines, not arbitrary day counts, so a message like 'does it taste like home?' lands after the customer has actually used the product.
07Flow #2: Abandoned Cart
Abandoned cart emails need only a headline, sub-headline, button, and the cart items above the fold on the first send; don't over-build it.
A 15-minute delay after checkout starts outperforms the common 30-60 minute default, because it reaches people while intent is highest.
Reframing a flat discount as a 'mystery discount' lifted one flow's conversion rate from about 1.7% to 3% at the same offer value.
Add SMS to the final message in the sequence to push still-undecided buyers over the edge before the discount expires.
08Flow #1: Welcome Flow + pop-up redesign
Welcome flow conversion depends on fixing the pop-up first; the email sequence barely matters if the signup form is generic.
Asking a preference question before requesting an email gets visitors to micro-commit, making the email ask feel smaller.
Tag each signup with a profile property based on their quiz answer, then branch the welcome flow with a conditional split so the first email matches what they chose.
Personalizing just the first welcome email to the visitor's quiz answer lifted conversion rates by 15-20% compared to one generic version for everyone.
End the welcome sequence with a discount upgrade (e.g. 10% to 15%) as a last-attempt offer, after brand story and social proof emails have built trust.
09Build order and close
Don't build all six flows at once from zero; sequence them by traffic intent instead.
Start with welcome and abandoned cart, since those two flows catch the highest-intent traffic first.
Move to browse and site abandonment next to retarget window-shoppers and anonymous visitors, then post-purchase and replenishment to drive repeat buyers.
Skipping these flows was estimated at costing 15-25% of monthly email revenue across the brands referenced.
Glossary
Terms worth knowing.
Flow
In Klaviyo and similar platforms, an automated sequence of emails or texts triggered by a specific customer action, rather than a one-time broadcast sent to everyone at once.
Site abandonment flow
An email sequence that retargets anonymous visitors who browsed a site but left without viewing any specific product.
Browse abandonment flow
An email sequence aimed at visitors who viewed a product page but didn't add it to cart or buy.
Conditional split
A branch point in an automated flow that routes contacts down different paths depending on whether they took an action, like opening an email.
Re-entry period
A rule that blocks someone from entering the same flow again until a set number of days has passed, so they aren't repeatedly triggered by the same behavior.
Profile filter
A condition applied to a flow, such as 'has not placed an order,' that excludes certain contacts from receiving it.
Mystery discount
A promotional framing where the exact discount amount is hidden until the customer clicks through, used in place of stating a flat percentage upfront.
“You build them in the order that makes you money the fastest.”
the one-line thesis of the whole video→ newsletter pull-quote↗ Tweet quote
The Script
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I've made over $50 million in revenue for our clients just through email marketing and around 50 % of that revenue came from these six email flows. And after building email flows for over 300 e -commerce businesses, it's the same six flows that consistently bring in the most amount of revenue brand after brand after brand.
And I have endless proof that this works. This telehealth brand went from making $30 ,000 a month in email revenue to $90 ,000 in the first 30 days of having these flows live. A brand selling a $200 silk line baseball hat.
went from making $800 in email revenue to 7 ,000 the very next month, and they were able to scale their ad spend from 10 ,000 to over $30 ,000 a month. So I'm gonna go over each flow one by one, and for each one, I'll show you the exact sequence, why it works, and the one setting that made the biggest difference in every single flow.
And at the end, I'll tell you exactly which ones to build out first if you're starting from zero. Let's get into it. So starting at number six, we're retargeting the people who land on your site, but then they leave without leaving a trace.
This is our site abandonment flow. It's basically a high -level flow basically retargeting all of your website visitors and the whole point of it is to get people back to your site these people typically don't know anything about your brand so we just want to give as much information and show different types of products for this company right here we showed them different steps on how to choose their product and how they could order it as well and then at the very bottom we have different ctas for by product by use by shape or by material and the whole point of this flow is to get people back to your site and help them navigate your site based on what they actually need and this is the flow live for this brand as you can see we've done thirteen thousand dollars in the last 30 days just coming in from this one flow and when you are setting this up basically the trigger is going to be when somebody's active on site you're going to wait two hours we're going to send the first email and then you're going to wait another three hours and if they don't open that first email you basically want to set up a conditional split and you basically say what somebody has done and this person has opened email at least once since starting the flow the reason why we do this is because whenever they receive that email we want to make sure they're opening it within the same day and if they don't open it within the first three hours we're just going to resend it to them again and in
case that they have opened the email we're just going to wait a day make sure the conditional split right here is has placed orders zero times since starting the flow and then we're just going to have our second email right here also when setting up this flow you want to make sure you have certain criteria in place so you don't bug your customers so allow re -entry after a time period this basically stops people from joining this flow all the time like every single time they land on your site you don't want to bug them with this flow so you want to make sure you have a time delay right here we have it set to 14 days and then also profile filters so you want to make sure that these people have not viewed product have not started to checkout and have not placed an order and most brands get this wrong simply by not even having a site abandonment flow at all so anybody who leaves without looking at a product is pretty much gone for good now the site abandonment flow catches the people who leave before looking at anything but some of them get a lot further than that they open up a product page they look it over and they still leave which is why we always build out the browse abandonment flow and this entire flow is basically retargeting your windows shoppers getting people who are looking at your products they're probably checking out your competitors as well and essentially we just want to get these people back to
your product page, and we want to sell them on your product. And for every single email, you always want to have a headline, a button, and you also want to show the product right above the fold so they can remember and easily go back to the product page. For this product right here, we're just showing off some different use cases of this, and we also have different social proof as well.
The second email is always going to be some sort of discount, so we have a take 10 % off. And then at the very end, we just have a very simple reminder of that discount code. And as you can see, for every single one of these emails, we have a headline, a button, and then we have this dynamic product section right here, which is all above the that is the most crucial part of every single email and as you can see for this company right here we're able to make them six thousand dollars just coming in from their browse abandonment flow and here's how to set it up the trigger is always going to be viewed product and you want to make sure you have an allow re -entry time as well this one's going to be 30 days and you also want to have the profile filters on top of that so basically somebody who has not started checkout or place an order just because you don't want to bug those people so basically what it's saying we only want to target people who have viewed a product and done nothing else after that we're going to set an hour delay we're going to have our first
email go out we're going to shoot over our SMS as well then we're going to do the exact same thing adding a conditional split to see if they have opened the email or not if they haven't we're going to resend it to them within a few hours but if they have we're going to resend them the next email a day later now those two flows bring people back to your site the fourth flow is about people who have already bought because getting somebody to buy a second time is where all the profit for your brand is and this is going to be our replenishment flows so basically people who have bought your products but then that product ran out whether it was a supplement whether it was some type of consumer good or in this case it would have been some type of peptide you basically want to remind your customers that you exist that they're basically running low on their product and for them to buy again so essentially what i like to do is have a reminder email basically saying something like hey are you running low time to reorder before you stop basically like your routine or something like that and then the next email would be some sort of type of discount and you could also make this email flow a lot longer by doing different types of reminders and different types of codes all that sort of stuff and as you can see for this brand we're able to make them just under $13 ,000 from this one replenishment
flow so basically what you want to do when making this flow is have the trigger be placed order you basically don't want somebody to come into this after 30 days so they don't constantly get this entire flow you want to set the time delay to whenever your product typically runs out so for this brand we realized that 25 days was like the sweet spot so we have the first email going out here we're going to wait another five days and have that next email going out and once again you could build out this flow as much as you'd like now the replenishment flow works whenever they already love the product and flow number three is how you can make sure they do and it all starts the moment they place their order which is going to be our post purchase flow and for this entire flow we always like to do a plain text email coming in from the founder as you can see we have pedro here basically talking about what's happening next and what they could basically expect and if they have any questions about the order they could just simply reply to this email and after they've received their product we like to do some type of discount because as soon as they get that first taste or even that first use whether you have some type of other product you want to make sure you are hitting when the iron is hot and whenever they really love the product and they're using it in the very beginning so we have this discount we like to position this one as like a hey share this
with their friends and family for 10 off we're just giving them more tips of how to get the best use out of their product after a few days that they've had the product we want to ask them how they are liking it basically asking them to leave a review and then at the very end here we like to do a little bit about like what the replenishment flow is doing but basically saying like hey don't run out use your code for 10 off here's exactly what you ordered here's your next move and we're just trying to promote different types of products that they could actually use now this flow has made this brand an extra 6 700 and to set up the flow you want the trigger to be placed order you want wait five minutes you want to say hey thank you for your order have that first email going out and then basically you want to be able to schedule the emails based off of your shipping times so after they've received the order for this brand they have like a 10 day shipping so right here that's where you have like the 14 days like hey does it taste like home and then after two days after they've already used the product we want to have that upsell there as well so it all comes down to your shipping times and however long your product also lasts them as well now you might be thinking i don't have the time to build all these flows and test every single delay and every single discount and that's exactly what my team they
helps out with we'll build all six of these flows for your brand if you want you can hit that first link in the description to book a call we'll audit your entire email system we'll see if it's even a good fit and now let's get back to the countdown the two flows that make the most money starting with the people who are just one click away from buying now this is obviously our abandoned cart flow and the main thing that you want to focus on here where most brands actually get wrong is they have templated emails that basically were just from klaviyo they added like this abandoned cart like dynamic block and that's pretty much it where inside of this email you just basically want three things you want a clear headline that sub headline the button and the dynamic fold all above the cart and after this like on the first email this is all that we want the second email we want to build some more trust so we have some more reviews down here the reason why we do this is because we just want to build up some more authority because these people were already interested in your products then after that we want to not just do a regular discount but we want to have a mystery discount basically saying something like hey you know you got up to 40 off inside of your car or hey you got a mystery code which is exactly what we're doing here you just want to make it like
my discount and then inside of the next email you want to basically say hey your discount is about to expire claim it before midnight or claim it before it expires all that sort of stuff and you want to have like a last call as well and then for the very last email we always want to have like some sort of sms to be able to push those people over the edge and for this brand right here we made them an extra twelve thousand dollars just coming in from this one float alone now how you actually set it up is very crucial majority of the time people like to do a 30 minute or even an hour delay but we like to hit people as soon as the iron's hot we want to have a 15 minute delay after they abandon the checkout Basically, when you start the trigger, you want to make it started checkout.
The wait time period is seven days and the profile filters is going to be placed order zero times and starting the flow. Once again, we don't want to bother your customers. We wait 15 minutes.
We send out the first email. If they can receive SMS, we send that SMS as well. We then see if they open that first email and if not, we resend it.
And then after that, we basically just set every single email and SMS to go out one day after another. And as you can see with our mystery discount code, we have a 3 % conversion rate with this email. We have a 1 .7 with this one, 2 .4%.
this email we have another 2 .3 percent so the mystery discount works very well because majority of companies just like to do a flat like 10 or 15 off you could still give that exact same amount but just frame as a mystery discount makes it way more fun and number one is the flow almost every single brand has it's just built out completely wrong it's the welcome flow the highest volume flow in almost every single account but honestly it doesn't even matter unless you get your pop -up right so most brands like to do a pop -up that starts off like this like hey where do we send your 10 off put in your email here have a discount code ask for the sms all that sort of stuff now what we've seen what we've tested across the 300 brands that we've worked with is actually asking a question before even asking for the email this does two things one is that it gets people to micro commit you ask them a question like for example here how do you like your jerky spicy the hotter the better bold but balanced let me just try something on the site now somebody who sees this basically is like okay all i have to do is just answer this and i get my 10 off they click on that then they get sent over to basically asking for their email now they've already committed to answering the question so they're just
to put in the email here get that 10 off and then shop on your site the next thing that it does is that it gives you data and basically helps you navigate the customer to what they actually want to buy so as you can see here we have spicy bold but let me try everything and inside the welcome flow as you can see we have three versions of the same welcome email so email number one email number one v2 and email number one v3 and these emails only go out based off what they chose in the pop -up so this one right here is only talking about the spicy this one right here is talking about the bold flavor and then what you can do inside of this is only off the products that they would want to buy so as you can see these ones are all going to be about the spicy these ones are going to be bold and this one's going to be a wide variety of different products so this alone when you personalize the first email in the welcome flow increases the conversion rates by 15 to 20 percent now going through the rest of the flow in email number two after about a day or so we like to send out some sort of plain text email basically talking about the brand story also we like to talk about the founder and basically what his favorite product is as well and just reminding them about the discount next email is going to be a social proof email basically
trying to build more authority with these people because you have to realize every single person going through the welcome flow is going to be somebody who has never tried your brand out so we basically have to build that trust with them through this flow majority of brands that i've audited just try to do like a discount discount reminder and a last chance which doesn't really work and then at the very end of the flow here we like to do a discount upgrade so essentially bumping it up from 10 to 15 or 15 to 20 off this is like a last kind of hail mary effort to try and get these people to go ahead and actually purchase from you now pay attention because this is how you set up the pop -ups and the welcome flow all this to work so inside of this you want to be able to add in a step you want to basically add in all the copy right here and then essentially you want to add three different buttons when you click on this button you're going to have the profile property so it's going to be the source which is automatically going to be here which is just going to be the name of the pop -up and then you want to click on add a property and essentially you could just make something new like let's say flavor like for the example i gave before for this one we just have like choose and then we have three different versions obviously it's going to be signaling and safety launchers and ammos and fun and special
rounds and then from here every single time that somebody clicks on one of these buttons their profile gets tagged with this property so now inside of your welcome flow what i want you to do is go in name it whatever property that you are going to make this email flow around the trigger is going to be whenever somebody joins in your email list obviously we're going to stop sending out to people who have purchased and then now you just basically want to set up in a conditional split immediately after the trigger so for this conditional split we're going to say properties about somebody is right here we said choose and then contain and then you want to do signaling and safety or whatever you put for your brand, obviously.
And then the first email is only going to be about whatever they chose. And now every single customer who comes in and signs up on your pop -up form will be getting a personalized experience and you'll have way higher conversion rates just off of this one change alone. So that's all six flows.
But if you're starting from zero, you don't need to build them all at once. You build them in the order that makes you money the fastest. I would always start out with the welcome and the abandoned cart flow simply because those have the highest intent traffic.
Then I would move over to the browse and site abandonment flow to retarget all those visitors on your site. And then the post -purchase and the replenishment flow. Without these six flows in place, you're losing out on 15 to 25 % of your monthly revenue.
Just from what I've seen across 300 brands that we have worked with, these flows are meant to retarget all of your traffic, turn them into customers, and get those customers to come back and buy again on your site. Now, if you want all six of these flows built out for your brand, hit the first link in the description and book a call with me and my team.
We'll audit your entire email setup, show you where... you're losing sales and what it would take to get at least 30 % of your revenue coming in from your email flows and campaigns altogether. We build out all six flows for your brand for just a complete one -time payment and our whole team works with you directly in Slack.
And if you want to know what to send to your list once these flows are running, that video is right here and I'll see you in the next one.
The Hook
The bait, then the rug-pull.
An email marketer who says he has built out flows for 300 e-commerce brands opens with a single revenue claim, then spends thirteen minutes walking through the exact six Klaviyo flows he credits for half of it.
Frameworks
Named ideas worth stealing.
00:29list
The Six Revenue Flows
Site Abandonment
Browse Abandonment
Replenishment
Post-Purchase
Abandoned Cart
Welcome
Six always-on Klaviyo automations ranked by typical revenue impact across 300 audited e-commerce accounts, presented in countdown order from least to most impactful.
Steal forany e-commerce or DTC brand's core lifecycle email stack
07:47concept
Mystery Discount Framing
Replacing a stated flat discount ('10% off') with a hidden 'mystery discount' reveal reportedly lifted conversion from about 1.7% to 3% on the same offer value.
Steal forany flat-discount CTA across a funnel, not just abandoned cart
09:17concept
Pre-Email Micro-Commitment Quiz
Asking a preference question before requesting an email address gets visitors to micro-commit, then the entire welcome flow is personalized based on the answer.
Steal forany lead-capture pop-up or quiz funnel
CTA Breakdown
How they asked for the click.
VERBAL ASK
12:39link
“hit the first link in the description and book a call with me and my team”
Soft CTA woven in twice, once mid-video (around 6:20-7:18) and again at the close, both pointing to the same application link rather than a single hard sales pitch.
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A breakdown of four patterns found across 10,000 email campaigns for 150 ecommerce brands, several of which contradict standard email marketing advice.
A whiteboard breakdown of the five backend triggers — each just a coupon code at the right emotional moment — that compound into a $30,000-a-day digital-product business.
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