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.

5 must-have email marketing flows for e-commerce

When your email marketing strategy improves, so do your sales numbers. Here are the top 5 best Klaviyo automation 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. 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 appreciate it when you make them feel special. You can collect their birthdays in the sign-up form and then send them a birthday gift a week in advance, so they have time to receive your present before the special day.

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.

3. Abandoned Cart & Checkout Series

Abandoned cart & checkout flows are both highly performing ones, which are must-haves for e-commerce brands. Following the same idea of reminding customers about their items, the flow recovers otherwise lost sales. However, keep in mind that there’s a difference between abandoned checkout and cart reminder. A visitor who abandoned the checkout process has a much higher buying intent, so it’s important to treat them differently.

When it comes to the abandoned cart & checkout flows, keep the email design rather sober, focused on the main action of completing the purchase. However, it’s important to identify what might have prevented visitors from placing an order and add that missing information to your email. It might be a link to contact support, your brand’s usp, or reviews.

‌4. Back in stock

Any brand, sooner or later, has some items out in stock. To avoid interested visitors leaving empty-handed, you can offer them to sign up for a back-in-stock reminder. When their desired item is available again, they get notified first, sparking scarcity and driving sales. Want to make your VIP customers feel appreciated? Send them a back-in-stock reminder a couple of hours earlier, clearly stating their exclusive advantage in the copy.

5. Post-purchase thank you flow

Last but not least: post-purchase thank you flow. This flow focuses on customer retention, rather than acquisition, nurturing the shoppers with an appreciation note, care guide for their items and a relevant cross-sell email. Ideally, your post-purchase flow will be different, based on the different categories purchased. The outcome? A personalised, relevant message that fosters loyalty.

Example of the “Thank You” flow in Klaviyo

Conclusion

Email automation flows in Klaviyo present an incredible opportunity to automate 10% of your total online revenue. A good email flow strategy takes different customer journeys into account, making sure to reach customers with the right message at the right time. Constantly review your flows' performance to find gaps and possibilities to improve the ROI and Customer lifetime value.