Klaviyo & Email
Flow (Email/SMS)
Quick definition
An automated sequence of messages triggered by a customer action — welcome, abandoned cart, post-purchase, etc.
What it actually means
A flow is a behavior-triggered email or SMS sequence. The core flows for any DTC brand: welcome series (triggered when a subscriber joins a list), abandoned cart (triggered when checkout starts but does not complete), browse abandonment (triggered when a product page is viewed without add-to-cart), post-purchase (triggered on order placement), winback (triggered on customer inactivity), and replenishment (triggered when a consumable runs low). Flows generate 50-70% of email revenue in well-built Klaviyo accounts — far higher per-send than campaigns.
Related terms
Klaviyo
A behavioral email and SMS platform purpose-built for eCommerce, with native Shopify integration and event-level customer data.
Welcome Flow
The 3-7 email sequence sent when a new subscriber joins your list. The single highest-ROI flow in most Klaviyo accounts.
Abandoned Cart Flow
The 2-4 email sequence triggered when a customer starts checkout but does not complete. Typically the highest revenue per recipient.