Contents of this guide
- What is Klaviyo and why should you use it in your eCommerce business?
- How Klaviyo works: the basic structure
- The 13 essential flows in Klaviyo
- Advanced segmentation: the real engine of Klaviyo
- Key metrics you should monitor
- The 5 most common mistakes in Klaviyo
- First steps to implement Klaviyo today
- Frequently Asked Questions
What is Klaviyo and why should you use it in your eCommerce business?
Klaviyo is an email and SMS marketing platform designed specifically for eCommerce. Unlike generic tools like Mailchimp, Klaviyo integrates directly with Shopify, WooCommerce, and other platforms to capture real data on your customers' behavior: what they viewed, what they bought, what they abandoned, and how much they spent.
That means that instead of sending the same email to your entire list, you can send the right message to the right person at the exact moment they are most likely to buy.
Why Klaviyo and not another tool?
- Native integration with Shopify: Sync orders, carts, products, and behavior in real time.
- Behavioral segmentation: Segment by what your customers do, not just by demographics.
- Automated flows: Emails that are sent automatically when someone meets a condition (abandoned the cart, made a purchase, has a birthday, etc.).
- Revenue analytics: You can see exactly how much money each email, flow, or segment generated.
Do you want to set up Klaviyo in your store from scratch?
Schedule a strategy session and let me review your account, your cash flows, and your revenue opportunity.
Book your consultation → View the full courseHow Klaviyo works: the basic structure
Before creating your first flow or campaign, you need to understand the three pillars that support every Klaviyo strategy:
Lists and segments
Lists are static groups where contacts are added manually or via forms. Segments are dynamic: Klaviyo updates them in real time based on user behavior. A well-constructed segment is the difference between an email that converts and one that ends up in spam.
Flows (automations)
Email flows are sequences of emails that are automatically triggered when someone takes a specific action: subscribing, abandoning their cart, making a first-time purchase, or not purchasing for 90 days. They account for 70% of email revenue in a well-configured store.
Campaigns
Manual mailings—launches, promotions, valuable content, newsletters—target specific segments, not the entire list. Sending to the entire list without segmentation destroys your deliverability in a matter of weeks.
Klaviyo's Golden Rule
Never send emails to your entire list. Always segment your contacts. A list of 500 active and engaged contacts generates more revenue than a list of 10,000 unfiltered contacts. Klaviyo charges per active contact, so a clean list also saves you money each month.
The 13 essential flows in Klaviyo
Flows are the core of any profitable Klaviyo strategy. These are the 13 that every online store should have set up:
| Flow | Trigger | Aim | Typical ROI |
|---|---|---|---|
| Welcome Series | New subscriber | First purchase | ⭐⭐⭐⭐⭐ |
| Abandoned Cart | Cart without purchase | Recover sale | ⭐⭐⭐⭐⭐ |
| Browse Abandonment | Product view without cart | Re-engagement | ⭐⭐⭐⭐ |
| Post-Purchase | First purchase | Review + upsell | ⭐⭐⭐⭐⭐ |
| Winback | No purchase in 90–180 days | Reactivate client | ⭐⭐⭐⭐ |
| Sunset Flow | No opening in 180 days | Clear list | ⭐⭐⭐ (indirect) |
| VIP Flow | 3+ purchases or high spending | Customer loyalty | ⭐⭐⭐⭐⭐ |
| Back in Stock | Product available | Immediate sale | ⭐⭐⭐⭐ |
| Price Drop | Price drop | Fast conversion | ⭐⭐⭐⭐ |
| Cross-sell / Upsell | segmented post-purchase | Increase AOV | ⭐⭐⭐⭐ |
| Replenishment | Time since last purchase | Predictable repurchase | ⭐⭐⭐⭐ |
| Birthday Flow | Customer's birthday | Emotional conversion | ⭐⭐⭐ |
| Customer Thank You | Purchase X (milestone) | Brand loyalty | ⭐⭐⭐ |
Where to begin?
If you're just starting out, prioritize in this order: Welcome Series → Abandoned Cart → Post-Purchase . These three flows alone can represent between 60% and 80% of your total email strategy revenue. You can add the rest as you grow.
Advanced segmentation: the real engine of Klaviyo
Segmentation is what differentiates an amateur Klaviyo strategy from a professional one. The logic is simple: not all your contacts deserve the same message. Klaviyo allows you to build segments based on actual purchasing behavior and engagement.
The basic segments that every store needs
- Active (90 days): They opened or clicked on at least 1 email in the last 90 days. Here are all your main campaigns.
- Recent buyers: They made purchases within the last 90 days. They are your most valuable audience for upselling and cross-selling.
- Cold (91–180 days): No activity for 91–180 days. Candidates for a re-engagement sequence before it's too late.
- Inactive (+180 days): No activity for more than 180 days. One last attempt, then delete to protect your deliverability.
- VIPs: 3 or more purchases or accumulated spending in the top 10% of your list. They deserve exclusive treatment and early access.
Want a detailed step-by-step guide to setting up these 5 segments? Read: How to clean your list in Klaviyo: the 5 segments every eCommerce needs →
Key metrics you should monitor
You can't improve what you don't measure. These are the metrics that matter at Klaviyo and the benchmarks for a healthy eCommerce store:
What to do if your metrics are below expectations?
- Low open rate: Improve your subject lines. Test questions, urgency, and personalization with names. Also, check if your list needs cleaning.
- Low click-through rate: The problem lies in the email: visual hierarchy, confusing CTA, or weak value proposition. A single, clear CTA always outperforms multiple CTAs.
- Unsubscribe too often: You're sending too many emails, to the wrong people, or with irrelevant content. Segment your audience better.
- High spam levels: A critical warning sign. Review your lead generation process and remove inactive leads immediately.
The 5 most common mistakes in Klaviyo
Send to the entire list without segmentation
It's the most costly mistake. You send emails to inactive subscribers, your metrics plummet, Gmail marks you as spam, and you damage your domain reputation. Segmentation isn't optional; it's fundamental.
Having flows configured but never optimizing them
A Welcome Series you set up a year ago and never touched is costing you revenue. Review your flows every quarter: subject lines, timing, offers, and exclusion segments.
Do not verify the sending domain
Without DKIM, SPF, and DMARC configured, your emails have a high probability of ending up in spam. This is the first technical step before sending any campaign.
Relying solely on discounts to convert
If every email offers 10% or 15% off, you're training your customers to expect discounts. Alternate with value: educational content, customer reviews, product launches, brand stories.
Ignoring the mobile experience
Over 60% of emails are opened on mobile. If your email looks bad on an iPhone, you've lost the sale. Design mobile-first: large text, a single CTA, lightweight images.
First steps to implement Klaviyo today
Connect Klaviyo with Shopify
Go to apps.shopify.com, install Klaviyo, and authorize the integration. Klaviyo will automatically begin importing your order and customer history.
Verify your sending domain
In Klaviyo → Settings → Email → Domains. Add your domain and configure the DNS records. Without this, you won't be able to send anything.
Build the 5 base segments
Active, recent, cold, inactive, and VIP customers. These are the building blocks upon which all your campaigns and flows will run. See the segments article for the exact step-by-step instructions.
Activate the 3 priority flows
Welcome Series, Abandoned Cart, and Post-Purchase. With these three assets, you already have a solid automation foundation that generates revenue 24/7.
Send your first targeted campaign
Focus solely on your active segment. Measure open rate, click rate, and revenue generated. That number is your baseline. From there, everything improves with real data.
Learn Klaviyo from scratch with a practical course
Complete flows, segmentation, copywriting and campaign strategy for your eCommerce.
View the Email Marketing Course → Or hire me directlyFrequently asked questions about Klaviyo and email marketing
Ready to make your eCommerce generate more with email marketing?
I can set up your Klaviyo from scratch, audit your current account, or teach you how to do it yourself in the course.
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