Essential Klaviyo Flows

Essential Klaviyo Flows

Based on the analysis of (LEYT) a luxury fashion brand website and best practices for ecommerce email marketing, here is a comprehensive list of Klaviyo flows that should be implemented to maximize sales and customer engagement.

Core Revenue-Generating Flows

1. Welcome Series Flow

Trigger: New email subscriber Structure: 3-5 emails over 7-10 days

• Email 1: Immediate delivery of discount incentive (if offered), brand introduction, and strongest product showcase

• Email 2: Brand story focusing on sustainable luxury, handwoven craftsmanship, and founder's vision

• Email 3: Social proof with customer testimonials and style inspiration

• Email 4: Product education showcasing versatility (formal, casual, travel wear)

• Email 5: Urgency email with limited-time offer or final reminder

2. Abandoned Cart Recovery Flow

Trigger: Cart abandonment after 1-2 hours Structure: 3-4 emails over 7 days

• Email 1: Gentle reminder with product images and "complete your purchase" CTA

• Email 2: Social proof and scarcity messaging (if applicable)

• Email 3: Incentive offer (5-10% discount for luxury positioning)

• Email 4: Final reminder with urgency and alternative product suggestions

3. Browse Abandonment Flow

Trigger: Product page visit without cart addition Structure: 2-3 emails over 5 days

• Email 1: Showcase viewed products with styling suggestions

• Email 2: Cross-sell related items and complete-the-look recommendations

• Email 3: Soft incentive or free shipping offer

4. Post-Purchase Flow

Trigger: Order confirmation Structure: 5-7 emails over 30 days

• Email 1: Order confirmation with care instructions for luxury fabrics

• Email 2: Shipping notification with tracking information

• Email 3: Delivery confirmation and styling tips

• Email 4: Product care guide for silk and cotton pieces

• Email 5: Review request and social media encouragement

• Email 6: Cross-sell complementary accessories (headbands, different styles)

• Email 7: Loyalty program introduction or VIP invitation

Customer Retention Flows

5. Back-in-Stock Notification Flow

Trigger: Product restocking after customer expressed interest Structure: 1-2 emails

• Email 1: Immediate notification with limited availability messaging

• Email 2: Follow-up if not purchased within 24-48 hours

6. Win-Back Flow

Trigger: No purchase or engagement for 90-120 days Structure: 3-4 emails over 14 days

• Email 1: "We miss you" message with new collection highlights

• Email 2: Exclusive comeback offer with personal touch

• Email 3: Last chance with stronger incentive

• Email 4: Feedback request to understand disengagement

7. VIP Customer Flow

Trigger: Customer reaches VIP status (high spend or frequent purchases) Structure: Ongoing personalized communication

• Email 1: VIP welcome with exclusive benefits announcement

• Email 2: Early access to new collections

• Email 3: Personal stylist consultation offer

• Email 4: Exclusive VIP-only pieces or limited editions

Advanced Engagement Flows

8. Seasonal Collection Launch Flow

Trigger: New subscriber during collection launch or segment-based Structure: 3-5 emails over 10 days

• Email 1: Collection announcement with editorial-style imagery

• Email 2: Behind-the-scenes content about design process

• Email 3: Styling guide for the collection

• Email 4: Customer early access or pre-order opportunity

9. Birthday/Anniversary Flow

Trigger: Customer birthday or purchase anniversary Structure: 2-3 emails

• Email 1: Personal birthday greeting with exclusive gift

• Email 2: Birthday month special offer

• Email 3: Follow-up if offer not redeemed

10. Referral Program Flow

Trigger: Customer makes referral or gets referred Structure: 2-3 emails

• Email 1: Thank you for referral with reward confirmation

• Email 2: Encourage additional referrals

List Management Flows

11. Sunset Flow

Trigger: No engagement for 180+ days Structure: 2-3 emails over 14 days

• Email 1: Re-engagement attempt with "one more try" messaging

• Email 2: Final attempt with preference center option

• Email 3: Unsubscribe confirmation and feedback request

12. Replenishment Flow

Trigger: Time-based after purchase (varies by product) Structure: 2-3 emails

• Email 1: Gentle reminder that it might be time to reorder

• Email 2: Convenience-focused messaging with quick reorder option

• Email 3: Slight discount for immediate reorder

Implementation Priorities

Phase 1 (Immediate - High ROI):

1. Welcome Series

2. Abandoned Cart Recovery

3. Post-Purchase Flow

Phase 2 (Month 2-3): 4. Browse Abandonment 5. Back-in-Stock Notifications 6. Win-Back Flow

Phase 3 (Month 4-6): 7. VIP Customer Flow 8. Seasonal Collection Launch 9. Birthday/Anniversary Flow

Phase 4 (Ongoing Optimization): 10. Referral Program Flow 11. Sunset Flow 12. Replenishment Flow

Each flow should be customized to reflect LEYT's luxury positioning, sustainable values, and sophisticated brand voice while maintaining the personal touch that luxury customers expect. The flows should emphasize quality craftsmanship, exclusive access, and personalized service to align with the brand's premium positioning in the market.