Trigger: Someone subscribes to your email list, usually via a pop-up offering a discount.

Length: 3 to 5 emails over 7 to 10 days.

Job: Convert a brand-new subscriber into a first-time buyer.

A welcome series is consistently the highest-converting flow in any Klaviyo account. These people just gave you their email address. They're as warm as it gets. Don't waste the moment.

A strong sequence looks like:

• Email 1 (immediate): Deliver the discount code, introduce the brand in one or two sentences, link to the bestsellers.
• Email 2 (day 2): Tell the brand story. Why does the business exist? What problem does it solve?
• Email 3 (day 4): Social proof. Reviews, UGC, press mentions, founder testimonials.
• Email 4 (day 7): Reminder that the discount is about to expire, with a curated edit of products.
• Email 5 (day 10, optional): Last chance plus a different angle (gift guide, "shop by concern," category teaser).

If you only have one flow live, make it this one.

Trigger: Two different triggers, one combined recovery sequence. Cart abandonment fires when someone adds to cart and leaves without starting checkout. Checkout abandonment fires when they enter the checkout, fill in their email, then bail before paying.

Length: 3 to 4 emails over 24 to 72 hours.

Job: Recover sales that were one click away from happening.

Run both triggers. They catch different stages of intent and together typically recover 10 to 15% of otherwise lost sales.

A simple structure:

• Email 1 (1 hour after abandonment): "You left something behind." Friendly, no pressure.
• Email 2 (24 hours): Add social proof. Reviews, ratings, UGC photos of the abandoned product.
• Email 3 (48 hours): Soft incentive. Free shipping, a small discount, or a bundled offer.
• Email 4 (72 hours, optional): Urgency or a final reminder.

Make sure both flows exclude anyone who has already completed a purchase, so you don't email someone "you forgot your cart" five minutes after they paid.

Trigger: A customer hasn't purchased in 60 to 90 days (adjust to your category's natural buying cycle).

Length: 2 to 3 emails.

Job: Reactivate dormant customers you've already paid to acquire.

Acquisition is expensive. Reactivation is almost free.

A clean winback:

• Email 1: "We miss you." Personal tone, ideally from the founder. Highlight what's new.
• Email 2: An incentive. A discount, a free gift with purchase, or early access to a launch.
• Email 3 (optional): Last chance, plus a "we'll stop emailing you if we don't hear back" line. This naturally lists-clean and protects your sender reputation.

These five flows aren't isolated. They form a system.

A new subscriber enters the welcome series. If they don't buy, the browse abandonment flow catches them later. If they add to cart, the abandoned cart sequence kicks in. Once they buy, post-purchase takes over. If they go quiet, winback brings them back.

Done properly, your store has a piece of email running for every customer, at every stage, automatically. That's how brands hit 30%+ of revenue from email without sending more campaigns. They just stop leaving the obvious money on the table.

If you're staring at an empty Klaviyo account, build them in this order: welcome series, cart and checkout abandonment, post-purchase, browse abandonment, winback.

Don't try to launch all five in one week. Get one live, test it for 14 days, then move to the next.