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