Must-have email marketing flows for e-commerce

At Radikal we believe in the power of automated email marketing. As a Klaviyo Gold partner we’ve seen the astounding results of email marketing. Klaviyo, an advanced email marketing tool, offers a variety of automations that make your life easier. By using the right flows, you can grow your brand quickly.

Why focus on email marketing flows for e-commerce?

Instead of being dependent on unpredictable algorithms, you can use a strategy where you’re in control: email marketing. This strategy is consistent, predictable, and often a lot cheaper than other marketing channels.

Creating a powerful email marketing strategy helps you reach and connect with your target audience in a personalized way. Furthermore, it’s a great way to increase sales at an affordable cost. Just as other platforms and media have changed, email marketing tools allow your business to reach customers more easily.

6 must-have email marketing flows for e-commerce

When your email marketing strategy improves, so do your sale numbers. Here are the top 6 best Klaviyo flow ideas you should be using to send emails that make an impact.‌

1. Welcome Series

The welcome series is a series of emails you can send to everyone who subscribes to your newsletter. This experience aims to turn website visits into customers. Your welcome flow will be your customers’ first impression of your brand. It’s important to take the time to design a well thought out email series that highlights your brand’s strengths. You can also include helpful items like a new customer promo code or discount to encourage customers to open more of your messages.

2. Birthday flow

Your customers appreciates it when you make them feel special. You can set up special events flows for birthdays, as simple as asking your customers date of birth in the welcome series. Send them an email a week in advance, so they have time to receive your present.

You can also use this kind of automation to set up automated emails for other special events like the anniversary of their first purchase from your brand, or more product-specific events. Klaviyo even makes it possible for home goods businesses to send a special email to congratulate customers on moving if you collect their move-in date.

Example of the "Birthday" flow in Klaviyo
Example of the “Birthday” flow in Klaviyo

3. Abandoned Cart Series

An abandoned checkout reminder is not the same as an abandoned shopping cart reminder. A visitor who abandoned the checkout process has a different interest level than someone who just placed some products in his or her cart and never started the checkout process. Visitors who leave products in their shopping cart are less engaged with the products than visitors who have already made the checkout step.

That’s why this series takes a gentler approach. This series focuses on increasing site visits, not purchases. While you can encourage sales with discount codes and free shipping, the goal is to get their eyes back on your products. Depending on the type of products you purchase, about 5% of the abandoned shopping baskets come back after receiving this email.

4. Product Review Automation

Online customers rely on product reviews in order to make a decision about whether or not to buy a product. In fact, 70% of consumers are likely to purchase a product with the best ratings and reviews over a lower-priced product with little to no reviews. The easiest way to get reviews?

Ask your customers. After someone buys a product, send them an automated email asking if they would like to review their purchase. Positive reviews become a valuable tool for future marketing and helps customers decide to buy your product.

Example of the "Product Review" flow in Klaviyo
Example of the “Product Review” flow in Klaviyo

‌5. Back in stock

If a product goes out of stock but you expect to have it back in stock soon, it’s smart to offer people a back-in-stock reminder. Customers can sign up for automatic notifications when it’s back. This makes the customers feel like they’re exclusive products and helps you bring in more sales. Another advantage of this flow is you can predict how popular the product is, to help you determine how many items you will sell. These reminders have an average 10-15% placed-order-rate.

6. Thank you Flow

The last flow – that just makes sense – are the thank you emails. When someone buys a product, it’s only natural to thank them for their purchase. However, so many companies send thank you emails. That’s why it’s important to make yours unique.

By using Klaviyo’s robust segmentation tools you’ll be able to send out different emails based on customer type. The outcome? A personalised message that stands out from the crowd.

Example of the "Thank You" flow in Klaviyo
Example of the “Thank You” flow in Klaviyo


Email presents an incredible opportunity to reach customers. Not only can you provide them with discounts, specials, new products, and more, they can share and forward those emails to anyone they’d like. A good email marketing strategy is to encourage customers to share offers as much as possible. Remember brand awareness?

Around 25-30% of our clients’ sales is generated by implementing the right customer retention strategy. Would you like to do that too? We are happy to help you set up the most effective email flows in Klaviyo.

Reach out to us here or via

Get in touch

Have a project in mind? Tell us all about it