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1Fix the driver behind crashes, sound loss and screen glitches2Repair Windows errors before they cause bigger problems3Scan for outdated or missing drivers - takes under a minuteMost online stores can start with five behavior-triggered email flows: welcome, abandoned cart or checkout, browse abandonment, post-purchase, and win-back. Set each one to reflect what the customer actually did, stop messages when that behavior changes—especially after a purchase or opt-out—and test timing against your own results.
1. Welcome new subscribers
Start this flow when someone joins your marketing list. Use it to deliver on the sign-up promise, introduce the store, and help the subscriber understand the products or offer. Klaviyo’s general flow guidance suggests sending the first message immediately and a later message after four days. Treat those intervals as a test schedule, not a universal optimum; the right sequence depends on what the subscriber was promised and how your audience responds.
2. Remind shoppers about abandoned carts or checkout
Trigger a reminder when a shopper adds an item to a cart or begins checkout but does not complete a purchase. These are distinct events, so select the trigger your ecommerce integration can reliably provide. Make it easy to return to the relevant cart or checkout, and show the items left behind.
Klaviyo recommends starting with two or three messages, delaying the first by four hours, and avoiding a coupon in that first message. Before using a short delay, check when your store’s events arrive in the email platform. Add a purchase filter so someone who orders after entering the flow is excluded from later reminders. Klaviyo’s flow guidance describes these setup considerations.
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3. Follow up on product browsing
Browse-abandonment flows are for known subscribers who view a product without adding it to a cart or buying. That behavior signals less intent than starting checkout, so keep the message lighter than a cart reminder. Rather than pressuring the visitor, answer a likely product question—for example, about sizing, materials, or a feature. Shopify describes browse-abandonment use cases in its marketing automation documentation.
Klaviyo suggests two hours as a starting delay. Use consent and platform settings appropriate to the recipient’s location, and make the message feel like relevant help rather than unexplained tracking.
4. Help customers after a purchase
Trigger this flow after an order and tailor messages to what the customer bought. Useful follow-up might explain next steps or provide product-specific information. Keep service or transaction updates distinct from promotional content: customers may expect a receipt or order update, not a sales pitch. Check applicable rules and the message’s primary purpose before adding marketing material to a transactional message.
Klaviyo’s general starting sequence is an immediate message, another after three days, and another after one week. Shopify also documents post-purchase sequences as a way to continue communication in its automation guidance. Adjust the sequence to the purchase and the customer’s needs.
5. Reach out to lapsed customers
Start a win-back flow after a customer has gone an appropriate period without buying. Choose that inactivity window based on how often customers typically need or purchase your products; a fixed interval will not suit every store. Klaviyo lists two or three months as a general starting point in its flow guidance, with testing encouraged.
A message can remind customers what is available or give them a relevant reason to return. Respect their communication preferences, and suppress anyone who has opted out.
Starting delays to test
The schedule below summarizes Klaviyo’s suggested starting points, not proven best timings for every store. The vendor says optimal frequency varies by business and recommends testing delays. Confirm event accuracy and watch for overlapping messages before increasing flow frequency.
| Flow | Suggested starting schedule |
|---|---|
| Welcome | Immediately, then after four days |
| Abandoned cart or checkout | First message after four hours; another after one day |
| Browse abandonment | After two hours |
| Post-purchase | Immediately, then after three days and one week |
| Win-back | After two or three months without a purchase |
What benchmark figures can—and cannot—tell you
Klaviyo’s 2026 benchmark article reports averages from its ecommerce customer data and says the analysis included more than 110,000 Klaviyo customers. These are vendor-reported results, not a promise of what a different store, platform, or audience will achieve. The revenue metric is average email revenue per recipient.
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Scan for outdated or missing drivers - takes under a minuteDriver Scan →Repair Windows errors before they cause bigger problemsFix Now →Fix the driver behind crashes, sound loss and screen glitchesFind Drivers →| Flow | Average revenue per recipient (Klaviyo, 2026) | Average click rate (Klaviyo, 2026) | Top-performing 10% click rate (Klaviyo, 2026) |
|---|---|---|---|
| Abandoned cart | $6.77 | 6.0% | 11.3% |
| Welcome | $5.75 | 6.5% | 13.3% |
| Browse abandonment | $2.08 | 5.6% | 9.8% |
| Post-purchase | $1.80 | 5.1% | 10.5% |
| Win-back | $0.82 | 2.8% | 5.8% |
The top-performing figures describe the top tenth of flows in Klaviyo’s analysis; they are not typical outcomes. Use the figures to frame questions, not as targets or a basis for assuming that all five flows will benefit every store. Klaviyo’s 2026 benchmark article provides the underlying context.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Measure flows and prevent conflicting messages
Evaluate a flow on more than revenue. Check whether the trigger fires correctly, whether recipients place orders, revenue per recipient, unsubscribes, and whether one person receives overlapping messages from multiple flows. If a customer’s state changes—such as making a purchase—update or stop the messages tied to the old state. Test delays and content against those outcomes rather than assuming a vendor’s starting schedule is right for your store.
U.S. commercial email rules
In the United States, the FTC’s CAN-SPAM Act compliance guide, edited in August 2023, says the law covers commercial messages, including email promoting commercial websites. It requires accurate header information, non-deceptive subject lines, clear identification of advertising, a valid physical postal address, and a clear way to opt out. Senders must honor opt-outs within 10 business days, and using an email service provider does not remove the marketer’s responsibility.
The guide says prior consent is generally not required by CAN-SPAM. That is not a global rule: requirements differ by location and channel, and platform rules may also apply. The FTC guide was edited in August 2023 to reflect inflation-adjusted penalty maximums; this article does not quote a penalty amount.
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