If you're running a Shopify store and you're not using Klaviyo, or you set it up once and never touched it again - you're leaving a serious amount of money on the table.

Email marketing done right can account for 30 to 40 percent of your total ecommerce revenue. And unlike paid ads, it doesn't cost you more every time someone clicks. The flows we're going to talk about are the backbone of any solid email strategy. They run automatically in the background while you focus on everything else.

Here's a breakdown of the seven flows that actually matter, and what most brands get wrong with each one.

1. The Welcome Series

This is the most important flow you'll ever set up. When someone joins your list, they're at their most interested in your brand - that's why they signed up. Most brands send one generic 'thanks for subscribing' email and call it a day.

A proper welcome series is 3 to 5 emails spread over 7 to 10 days. The first email delivers whatever you promised (a discount code, a free guide, whatever the opt-in offered). Emails 2 and 3 tell your brand story - why you started, what you stand for, what makes you different. Emails 4 and 5 introduce your bestsellers and push toward that first purchase.

The welcome series typically has the highest open rates of any email you'll ever send. Most brands write one email and waste the entire window.

2. Abandoned Cart

Someone added your product to their cart and left. This is not a lost sale - it's a warm lead. Abandoned cart emails recover a significant chunk of those would-be purchases when done well.

The mistake most brands make is sending one email an hour later with a discount code. That's leaving money on the table in two ways: you're training customers to abandon carts to get a discount, and you're not giving yourself enough chances to bring them back.

A better approach is a three-email sequence. First email within an hour, no discount - just a friendly reminder with a clear CTA. Second email 24 hours later, maybe addressing a common objection (free returns, quality guarantee). Third email 48–72 hours later, this is where you can offer an incentive if you want to.

3. Browse Abandonment

This one is underused by most brands and it's a mistake. When someone visits your site, looks at a product page, and leaves without adding to cart - you can trigger an email.

These emails should be lighter than abandoned cart emails. Acknowledge what they were looking at, remind them why it's great, and make it easy to come back. Open rates on browse abandonment emails are lower than cart abandonment, but the volume is much higher because far more people browse than add to cart.

4. Post-Purchase Flow

The sale is done - but your relationship with the customer is just starting. The post-purchase flow is where you turn a one-time buyer into a loyal repeat customer.

This sequence should do a few things: thank them genuinely, set expectations for shipping, check in after the product arrives, ask for a review, and then introduce complementary products. The timing of that last step matters - for most products, 3 to 4 weeks after the first purchase is the sweet spot to start nudging toward a second one.

5. Win-Back Campaign

Every list has customers who used to buy regularly and have gone quiet. Win-back flows are automated sequences that trigger when a customer hasn't purchased in a set amount of time - typically 90 to 180 days depending on your product's repurchase cycle.

These flows usually start soft - 'We miss you' - and escalate to a stronger offer if the first emails don't work. If someone doesn't engage after your final win-back email, suppress them from your list. Sending to unengaged contacts hurts your deliverability.

5. VIP Flow

Your best customers deserve to feel like it. A VIP flow triggers when a customer hits a certain threshold - a number of purchases or a spend amount - and treats them differently from your general list.

Early access to new products, exclusive discounts, a personal thank-you. These customers have the highest LTV and the most word-of-mouth power. Make them feel seen and they'll repay you in loyalty and referrals.

5. Sunset Flow

This one might seem counterintuitive - you're sending emails to try to get people to unsubscribe. But list hygiene is genuinely important. If a large percentage of your list hasn't opened an email in six months or more, they're dragging your deliverability down and skewing your analytics.

A sunset flow sends a re-engagement sequence to inactive subscribers. If they still don't engage, you unsubscribe them automatically. A smaller, engaged list will almost always outperform a large, disengaged one.

A Few Things Worth Knowing

Setting up the flows is the easy part. The hard part is the copy - knowing what to say, when to say it, and how to say it in a way that actually sounds like your brand. Generic copy produces generic results.

Each flow should be reviewed and updated at least twice a year. What worked 12 months ago may not work as well today, and your offers change as your product line grows.

And finally - flows are not a replacement for campaigns. Regular email sends (new products, seasonal promotions, content) are still important. The flows work in the background; campaigns keep your brand active in people's inboxes.