The Five Klaviyo Email Flows Every DTC Shopify Brand Should Have Live

Campaigns are one-off sends that require constant work. Flows run automatically against behaviour and keep earning after you build them once. For every DTC brand I have set up, the automated flows produce the majority of email revenue while consuming a fraction of the ongoing effort.

Build the five below in order. Do not start writing weekly newsletters until they are live and tested.

A subscriber who just handed over their email is at peak intent. The welcome series should deliver the promised incentive immediately, tell the brand story in one short beat, and handle the three objections that stop first purchases in your category.

Structure I use: email one within minutes with the offer and a single call to action; email two after 24 hours with the founder story and proof; email three after 48 hours with best sellers and reviews; email four after 96 hours as a soft expiry reminder for the incentive.

Someone viewed a product and left without adding to cart. That is a warm signal most brands ignore. A two-email sequence, the first around two hours later and the second at 24 hours, recovers demand that would otherwise need to be repurchased through ads.

Keep it helpful rather than pushy: show the product viewed, answer the top question about it, and include one review. Reserve discounting for the cart flow.

Split these. Cart abandonment fires when a product was added but checkout never started. Checkout abandonment fires when checkout started and payment did not complete. The second audience is far warmer and deserves different copy.

Timing that works: first email at 1 hour, second at 12 to 24 hours, third at 48 hours. Introduce an incentive only on the final email, and exclude anyone who has already received a discount in the past 30 days so you stop training customers to abandon carts on purpose.

The window right after purchase is when excitement peaks and refund risk is highest. Use it. Confirm the order in human language, set delivery expectations, explain how to use the product properly, then request a review once delivery has likely happened.

For consumables, add a replenishment reminder timed to the actual consumption cycle. For considered purchases, add a cross-sell of the accessory that pairs naturally with what they bought.

Segment customers who have not purchased in 60, 90 or 120 days depending on your repurchase cycle. Lead with what is new rather than an apology, then escalate to an incentive only in the final email.

Sunset anyone who does not engage after the sequence. A smaller engaged list protects deliverability, and deliverability protects every other flow you have built.

Most of your list opens on a phone, and a large share use dark mode. Design accordingly.

Authenticate your sending domain with SPF, DKIM and DMARC, warm a new domain gradually, and use a dedicated sending subdomain. Then keep list hygiene tight by suppressing unengaged contacts on a schedule.

Beautiful emails in the spam folder earn nothing. Set this up before you scale sending volume.