Why These 5 Flows Should Come First

When I look at a Shopify email setup, I’m usually looking for the biggest customer drop-offs first.

Where are people getting stuck?

A subscriber joins, but does not buy.
A shopper views a product, but does not start checkout.
A shopper starts checkout, but leaves.
A customer buys once, then gets no support.
A past buyer stops coming back.

Those are the moments your first flows should cover.

Not because they’re fancy.

Because they’re practical.

They sit close to revenue, retention, and customer experience.

Your campaigns can still handle planned sends like sales, launches, education, and seasonal messages.

But flows handle the moments that happen every day.

That’s why the right flow setup can make your email marketing feel more organized.

A campaign waits for your calendar.

A flow reacts to customer behavior.

And that matters because your Shopify store already has customer signals.

Product views.
Checkout activity.
Orders.
Purchase history.
Email engagement.

Klaviyo’s Shopify integration can bring customer profile and order data into Klaviyo, enable onsite tracking and signup forms, and sync data between Klaviyo and Shopify. (Klaviyo Help Center)

That’s one of the reasons Shopify stores use Klaviyo for email marketing instead of relying only on basic email sending.

Start with the customer journey.

The first important moment happens before someone buys.

A Quick Note on Timing and Subject Lines

The timing and subject lines below are starting points.

Not fixed rules.

Your best timing depends on your product, buying cycle, shipping time, price point, traffic volume, and customer behavior.

A skincare brand may need different timing from a fashion brand.

A supplement brand may need different timing from a high-ticket product.

So use these as a guide.

Then adjust based on what your customers actually do.

Now let’s start with the first customer moment.

Someone joins your list.

Flow 1: Welcome Flow

A welcome flow starts when someone joins your email list.

This is usually your first chance to turn a subscriber into a customer.

And this is where a lot of brands move too fast.

They give the code.
They show a product.
They push the sale.

But they forget one thing.

The subscriber may not trust the brand yet.

They may still be comparing.
They may still be learning what makes you different.
They may have joined only because the offer looked interesting.

So your welcome flow should not only say “welcome.”

It should help the subscriber understand why your brand is worth buying from.

A welcome flow can include:

• Welcome message
• Signup offer, if available
• Brand introduction
• Product promise
• Bestsellers or key collections
• Trust, reviews, or proof
• Clear CTA

A simple welcome flow can look like this:

You can also test subject line angles like:

• Your [benefit/value prop] starts here
• Meet your new [product/category] favorite
• The easiest way to start with [Brand Name]
• Still thinking it over?

The first email catches fresh interest.

The next emails build the trust they need before buying.

That’s the part I’d focus on.

Don’t overload email one.

Give them a simple next step.

Then another.

Then another.

That’s how interest becomes momentum.

If this is your priority flow, go deeper into how a welcome flow turns new subscribers into first-time buyers.

But not every shopper starts by subscribing.

Some browse first.

Some start checkout.

Then leave.

Flow 2: Abandoned Checkout Flow

An abandoned checkout flow follows up when someone starts checkout but does not place an order.

This shopper is different.

They were not just browsing.

They were close.

They picked a product.
They reached checkout.
They showed strong buying intent.

Then something stopped them.

Maybe they got distracted.
Maybe shipping made them pause.
Maybe they wanted to compare.
Maybe they needed one more reason to trust the purchase.

That’s why abandoned checkout is one of the first flows I usually check in a Klaviyo account.

It sits close to purchase intent.

If this flow is weak, your store may be leaving warm shoppers without proper follow-up.

In Klaviyo, this flow is triggered by Started Checkout.

That means someone reached the checkout step, but did not complete the order.

A good abandoned checkout flow can include:

• Product reminder
• Product image
• Product benefits
• Reviews or trust
• FAQ or hesitation handling
• CTA back to checkout

A simple abandoned checkout flow can look like this:

You can also use subject lines like:

• Your checkout is waiting
• Still interested in this?
• About your [Product Name]
• Need help deciding?
• Your picks are still here

These subject lines should feel direct because the shopper already showed intent.

Keep the first email clear before adding urgency or incentives later.

And remember this:

Not every abandoned checkout flow needs a discount.

Start with product clarity and trust first.

If the customer already wanted the product, the first job is to make it easy to return.

A discount can help in some cases.

But it should not be the only reason your checkout recovery flow works.

Many people call this an abandoned cart flow, but in Klaviyo for Shopify, the clearer trigger is Started Checkout.

So in this blog, we’ll call it an abandoned checkout flow for accuracy.

If checkout drop-off is your biggest leak, learn how an abandoned checkout flow helps Shopify stores recover lost sales.

But there is an earlier moment most stores miss.

The shopper showed interest.

They just never made it to checkout.

Flow 3: Browse Abandonment Flow

A browse abandonment flow follows up when someone views a product but does not add it to cart or start checkout.

This is a softer moment.

The shopper showed interest, but not strong buying intent yet.

They may still be thinking.
They may be checking options.
They may need more context.
They may simply forget to come back.

That’s why I usually treat browse abandonment as a softer follow-up.

Not a hard sell.

The goal is to bring the product back into view without making the shopper feel pushed.

A browse abandonment flow can include:

• Viewed product
• Product benefits
• Similar items
• Bestsellers
• Reviews or social proof
• Helpful product education

A simple browse abandonment flow can look like this:

You can also use subject lines like:

• A closer look at [Product Name]
• Something caught your eye
• Your recently viewed pick
• See why this one stands out
• Not sure where to start?

The tone matters here.

Browse abandonment subject lines should feel softer than checkout reminders.

Why?

Because the shopper has not shown checkout-level intent yet.

So instead of pushing hard, help them understand the product better.

Why it matters.
How it helps.
What makes it worth considering.

For shoppers who show interest before starting checkout, browse abandonment emails help bring them back without being too pushy.

Then comes the moment many brands celebrate too early.

The first purchase.

Flow 4: Post-Purchase Flow

A post-purchase flow starts after someone places an order.

A lot of stores get the first sale, then go quiet.

That’s a mistake.

The first purchase is not the finish line.

It is the start of the customer relationship.

After someone buys, they still need support.

They may want to know what happens next.
They may need help using the product.
They may need reassurance.
They may be open to another purchase later.

For retention, this is one of the most important flows to get right.

A weak post-purchase flow can make the customer experience feel transactional.

A strong one makes it feel supported.

A post-purchase flow can include:

• Thank you message
• What happens next
• Product education
• Usage tips
• Care instructions, if needed
• FAQs
• Review request later
• Relevant next product recommendation

A simple post-purchase flow can look like this:

You can also use subject lines like:

• Thanks for your order
• Your [Brand Name] order is in
• Here’s how to use your [Product Name]
• Quick tips for your first use
• Ready for your next pick?

Timing depends heavily on shipping time and product type.

Don’t ask for a review before the customer has had time to receive and use the product.

The post-purchase flow should support the customer first.

Then it can guide the next purchase naturally.

That’s the part many stores miss.

They rush to sell again before the customer has even experienced the first product properly.

Support first.

Then recommend.

To build more repeat purchase potential after the first sale, it helps to understand how post-purchase emails turn first-time buyers into repeat customers.

But what happens when the customer buys once, then disappears?

That’s where the fifth flow comes in.

Flow 5: Winback Flow

A winback flow targets customers who have not bought in a while.

These are not cold strangers.

They already know your brand.

They bought before.
They trusted you once.
They may still be interested.

They may just need a reason to come back.

In most accounts, I don’t treat winback as begging customers to return.

I treat it as a clean re-entry point.

A way to say:

Here’s what’s new.
Here’s what you may still like.
Here’s a reason to revisit.

A winback flow can include:

• Reminder of the brand
• What is new
• Bestsellers
• Relevant product recommendations
• Clear reason to return
• Offer or incentive only if needed

A simple winback flow can look like this:

You can also use subject lines like:

• We saved your favorites
• Still into [Product Category]?
• A reason to revisit [Brand Name]
• Your next [Product Category] pick is here
• Come back to something new

Winback timing depends on your buying cycle.

A skincare replenishment brand may need a shorter window.

A fashion or higher-ticket brand may need a longer one.

Winback subject lines should feel like a re-entry point.

Not a guilt trip.

Keep it warm, useful, and relevant.

This flow is especially useful for stores with repeat purchase potential, like skincare, supplements, food, beauty, wellness, apparel, pet products, and other ecommerce categories where customers may buy again.

When past customers stop coming back, winback emails can help create a simple path back to your store.

Those five flows give you the foundation.

But if your time is limited, you may still be wondering where to start.

Which Flow Should You Build First?

When I prioritize flows for a Shopify store, I look at where the biggest customer drop-off happens first.

Use this simple guide:

There is no need to overthink it.

Look at your store.

Where are people dropping off?

If people subscribe but do not buy, start with welcome.

If people start checkout but do not place an order, start with abandoned checkout.

If people buy once and never return, start with post-purchase and winback.

That’s the smarter way to prioritize.

Build based on customer behavior.

Not based on what looks advanced.

After that, it is tempting to build every flow you see online.

But that can create more mess than momentum.

What About Other Klaviyo Flows?

The first five flows create the foundation.

Other flows can come later.

And yes, there are many useful ones.

But useful does not always mean urgent.

Don’t build add-on flows just because they exist.

Build them when your store has a real customer moment to support.

That one rule can save you from a messy Klaviyo account.

Also, for Philippine Shopify brands, this guide is focused on email flows. Klaviyo SMS is not currently listed as available in the Philippines. Klaviyo’s SMS availability page lists its Asia-Pacific availability as Australia and New Zealand. (Klaviyo Help Center)

A focused setup beats a crowded one.

But even the right flows can fail if they are built the wrong way.