If you're running an ecommerce brand on Shopify, you already know that getting traffic to your site is one thing. Converting that traffic, keeping customers engaged, and increasing their lifetime value is another game entirely.

That’s where email marketing becomes one of your most powerful assets—and Klaviyo makes it easy to do it with intention, automation, and your brand's voice front and centre.

Here are 6 core email flows every ecommerce founder should have set up:

1. The Welcome Flow: First Impressions Matter

Triggered the moment someone signs up for your list, your Welcome Flow is your opportunity to:

• Introduce your brand story and values
• Set expectations on what they'll receive
• Offer an incentive (typically a first-order discount) to encourage that crucial first purchase

Why it matters:

• Converts window shoppers into first-time buyers
• Begins building trust and emotional connection early
• Helps segment engaged subscribers for future targeting

2. The Thank You / Post-Purchase Flow: Extend the Excitement

Once a customer completes their order, the journey is only beginning. Use your post-purchase emails to:

• Thank them for their order
• Educate on how to use or care for the product while they wait
• Build anticipation and reinforce confidence in their purchase

Why it matters:

• Reduces buyer’s remorse
• Lowers support inquiries by proactively educating
• Increases chances of repeat purchases

3. The Review Request Flow: Build Social Proof Automatically

Set to trigger around 14 days after fulfilment, this flow asks for product reviews while the excitement is still fresh.

Why it matters:

• Generates authentic, timely reviews
• Builds trust for future customers
• Strengthens SEO and product page conversions

4. The Abandoned Cart Flow: Recover Lost Sales

Not every shopper completes checkout on the first try. An abandoned cart flow automatically follows up about 10 hours post abandonment to remind them.

Why it matters:

• Recovers revenue that would otherwise be lost
• Reminds and re-engages warm leads
• Offers an opportunity to address objections or concerns

5. The Weekly Campaign: Stay Top of Mind

Regular newsletters or campaign emails keep your brand present even when your customer isn’t actively shopping. Share:

• New product launches
• Educational content
• Behind-the-scenes brand stories
• VIP early access offers

Why it matters:

• Increases repeat purchases
• Keeps your brand relevant and trusted
• Builds a loyal community over time

6. The Restock Reminder Flow: Drive Repeat Orders

Triggered around 3 months after purchase (adjust based on product usage cycles), this flow reminds customers it's time to replenish.

• Suggest reordering based on past purchases
• Offer incentives or bundles for restocking
• Highlight limited stock or popular products to create urgency

Why it matters:

• Increases customer lifetime value (LTV)
• Reduces churn by keeping customers engaged
• Makes it easy for customers to continue their routine with your product

Your existing customers are your lowest cost audience to re-engage. They already trust you. With the right flows in place, you create more reasons for them to come back, boosting both revenue and lifetime value.

If you're not fully leveraging Klaviyo yet, or your current emails feel pieced together, this is where small improvements make a big financial difference.

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