Klaviyo for Shopify Stores: Email Flows That Drive Revenue

Klaviyo email flows for Shopify are automated emails triggered by what a shopper does in your store, such as signing up, browsing a product, abandoning a checkout or placing an order. Set up properly, a handful of core flows run in the background and recover sales every day, while campaigns handle launches, promotions and news.

Klaviyo is one of the most popular email and SMS platforms for Shopify stores because it connects deeply with Shopify data. This guide covers the flows every store needs, how to segment your list, how to plan campaigns and when to get help. For a team that runs email alongside your ads and content, see our ecommerce marketing services.

Why email still matters for ecommerce

Email is the one marketing channel you own. Algorithms do not decide whether your subscribers see your message, and you do not pay per click to reach them. That makes it one of the most profitable channels for most online stores.

Email also makes your paid ads more profitable. A customer you win through Meta or Google costs money once. If email brings them back for a second and third order, the cost of winning them is spread across more sales. That is why email belongs in any serious conversation about ROAS and customer lifetime value.

The core Klaviyo flows every store needs

Once Klaviyo is connected to Shopify, it receives events such as Viewed Product, Added to Cart, Started Checkout and Placed Order. Flows use those events as triggers. Start with these:

1. Welcome series

Triggered when someone joins your list, often through a sign-up form or pop-up. Introduce your brand, share what makes you different, show best sellers and deliver any sign-up offer you promised. Three to five emails is typical.

2. Abandoned checkout

Triggered when a shopper starts checkout but does not finish. Usually the highest-earning flow. Remind them what they left, answer common objections (delivery, returns, sizing) and add reviews. Save any discount for a later email, if you use one at all.

3. Abandoned cart (added to cart)

Catches people who add to cart but never reach checkout. It works best when the shopper is identified, for example a returning subscriber.

4. Browse abandonment

Triggered when a known subscriber views products without adding to cart. Keep it light: a reminder of what they looked at and related products.

5. Post-purchase

Thank the customer, set delivery expectations, share care or set-up tips and ask for a review once the product has arrived. For first-time buyers, this flow is your best chance to earn a second order.

6. Win-back

Triggered when a customer has not bought for longer than your usual repeat cycle. Remind them what is new and give them a reason to come back.

7. Back in stock

Lets shoppers sign up for an alert on sold-out products, then emails them when stock returns. Valuable for stores with popular lines that sell out.

Make sure every flow excludes people who have just purchased, so nobody gets a "you forgot something" email after they have already ordered.

Segmentation basics

Sending every email to everyone is the fastest way to tire out your list. Klaviyo segments update automatically based on behaviour. Useful starting segments:

• Engaged subscribers: people who have opened or clicked recently. Send most campaigns here to protect deliverability.
• Customers vs non-customers: people who have never bought need different messages from loyal customers.
• Repeat customers and VIPs: give them early access or exclusive offers.
• Product or category interest: based on what they have browsed or bought.
• Location: useful if you sell in both New Zealand and Australia, for currency, shipping and timing.
• Lapsed: people who have stopped engaging. Try to re-engage them, then suppress them if they stay inactive.

Remember the rules. Under New Zealand's Unsolicited Electronic Messages Act, you need consent to send marketing emails, must identify yourself as the sender and must include a working unsubscribe option.

Campaign calendar

Flows are automated; campaigns are the emails you send to your list on a schedule. Plan them a month or a quarter ahead:

• Key retail dates: Black Friday and Cyber Monday, Christmas, Boxing Day, end of financial year, Mother's Day and Father's Day.
• Product moments: launches, restocks and seasonal ranges.
• Content emails: guides, styling ideas, customer stories and behind-the-scenes content that keeps people engaged between sales.
• A steady rhythm: a consistent sending schedule helps keep your list engaged and your deliverability healthy.

Not every email should be a discount. Brands that train subscribers to wait for sales find it harder to sell at full price.

How Kiwi Sheepskins grew email revenue

Kiwi Sheepskins sells New Zealand sheepskin products online. Refined worked across its Meta ads, social content and email as one programme rather than separate channels.

The results: email revenue grew and Kiwi Sheepskins' first-ever Meta campaign delivered a 10x return. The idea behind the programme was simple: content and paid social bring new people into the brand, and email turns that attention into repeat revenue. See the Kiwi Sheepskins case study for more.

When to get help

Many stores set up a welcome series and abandoned checkout flow themselves, which is a great start. Consider a specialist when:

• Your flows have not been reviewed since they were set up.
• Email makes up a small share of revenue compared with your list size.
• Open rates and clicks are falling, or emails are landing in spam.
• You lack the time or design capacity to send regular campaigns.
• You want email, ads and content planned together around the same calendar.

Frequently asked questions

Is Klaviyo good for small Shopify stores?

Yes. It connects easily with Shopify, has pre-built flow templates and offers a free tier for small lists. Costs rise as your list grows, so keep your list clean.

What is the most important Klaviyo flow?

For most stores, the abandoned checkout flow earns the most, followed by the welcome series. Set those up first.

How many emails should a welcome series have?

Three to five is a good starting point, spread over the first week or two. Test timing and content to see what your subscribers respond to.

Want email flows that keep earning every day? Request a free strategy.