Klaviyo Flow Setup & Optimisation
The full lifecycle build — welcome, browse abandon, cart, checkout, post-purchase, replenishment, win-back — with split tests on the sends that carry the most revenue.
FLOWS · CAMPAIGNS · RETENTION
A Klaviyo Email MarketingAgency for Brands Tired ofSending Into the Void.
We build the email and SMS systems that turn one-time buyers into repeat customers — lifecycle flows, campaign calendars and segmentation built on what your subscribers actually do, not on a template pack someone resold you.
USUKAE
Trusted by DTC brands, B2B founders & product teams across the US, UK & UAE.
Owned Revenue
0%
Share of total revenue we build lifecycle programmes to reach
Core Flows
0
Lifecycle flows live before we touch the campaign calendar
Experience
0+
Years combined team experience across development & marketing
Platforms we run programmes in day to day
- Klaviyo Primary ESP for ecommerce
- Shopify Catalogue & event data source
- Postscript SMS for Shopify brands
- Attentive SMS at higher list volume
- Mailchimp Migrations out, mostly
- Customer.io B2B & product-led lifecycle
The Problem
You Are Probably Paying for Klaviyo and Using About a Fifth of It
The usual state of an account we take over: a welcome series someone set up two years ago, one abandoned-cart email, and a campaign calendar that is really just a discount every eleven days. Everything else in the platform is switched off. The list gets treated as one audience, so the person who bought last week and the person who has never opened anything get the same send.
That is expensive in a way the dashboard hides. Discounting to your best customers costs margin you did not need to give up, and blasting the disengaged half of your list is what quietly wrecks deliverability — which then suppresses the campaigns that were working.
The fix is not more sends. It is a flow architecture that covers the whole lifecycle, segmentation that reflects real behaviour, and a campaign calendar with a reason for each send beyond it being Thursday.
What You Get
Six Things This Engine Actually Delivers
Run as a full programme or scoped down to the one piece that is costing you the most.
Abandoned Cart & Win-Back
The two flows with the shortest path to revenue. Timed and segmented by cart value and purchase history, so you are not handing a discount to someone who was going to buy anyway.
Campaign Strategy & Copywriting
A calendar built around launches, seasonality and margin instead of reflex discounting — and the copy and design to ship it, written by people who read the account data first.
List Growth & Segmentation
On-site capture that does not tank conversion, plus the segment architecture underneath everything else: engagement tiers, purchase behaviour, product affinity, predicted value.
Explore this service →SMS Marketing
Compliant list building and a send strategy that shares the calendar with email instead of competing with it. Used where it earns its cost — launches, restocks, time-boxed offers.
Deliverability Audits
Authentication, domain reputation, list hygiene and sunset rules. The unglamorous work that decides whether any of the above reaches an inbox at all.
The Flow Map
The Nine Flows That Should Be Running Before You Send a Single Campaign
This is the architecture we build to. Each one fires on a behaviour, not a date — which is why they keep earning while the calendar is quiet.
Convert
Fires while intent is still live. Shortest path to revenue in the whole account.
- 01
Welcome series
Trigger: Joins a list
Deliver the incentive, set expectations, and make the first purchase easy while interest is at its peak.
- 02
Browse abandonment
Trigger: Views a product, does not add to cart
Bring back the visitor who was interested but not yet committed, with the product they actually looked at.
- 03
Cart abandonment
Trigger: Adds to cart, does not check out
Recover the sale — segmented by cart value so discounts go only where they are needed.
- 04
Checkout abandonment
Trigger: Starts checkout, does not pay
Catch the highest-intent drop-off there is. Usually friction or payment failure, not price.
Retain
Where lifetime value is actually made. Almost always the thinnest part of an inherited account.
- 05
Post-purchase
Trigger: Places an order
Confirm, set delivery expectations, and reduce the support load while goodwill is highest.
- 06
Review request
Trigger: Order delivered + usage window
Collect the social proof the product pages and paid ads both depend on.
- 07
Replenishment & cross-sell
Trigger: Predicted run-out date
Time the second order to when they actually need it, and introduce the next product in the range.
Recover
Protects the reputation that makes every other flow deliverable.
- 08
Win-back
Trigger: No purchase in N days, by cohort
Reactivate lapsing customers before they are gone, with the window set per product cycle.
- 09
Sunset & re-permission
Trigger: No engagement across a full send window
Stop sending to people who never open. This is the flow that keeps the other eight landing in inboxes.
Nine flows, then the campaign calendar. Built the other way round — campaigns first, automations later — is why most accounts plateau at single-digit owned revenue.
How We Work
From Account Audit to Compounding Owned Revenue
The same four stages on every engagement, so you always know which one you are in and what comes out of it.
- Audit
Read the account
Flow coverage, segment health, deliverability and revenue per recipient on what you already have. You get the gap list ranked by what it is worth.
- Architecture
Map the lifecycle
The flow map, the segment model and the campaign calendar, agreed before anything is built — including which sends we are switching off.
- Build
Ship the flows first
Automations go live before campaigns, because they earn without a person pressing send. Copy, design and logic all in-house.
flows before campaigns - Optimise
Compound the wins
Ongoing testing on subject lines, timing, offer structure and segment splits, reported against revenue rather than opens.
Results
What the Programme Looks Like Once the Architecture Is In
Sample layout — figures below are placeholders pending client sign-off.
Replace with the real headline result once the client signs off.
- +00%
- Email-attributed revenue
- 00%
- Share of total revenue
- +00%
- Repeat purchase rate
Replace with the real headline result once the client signs off.
- +00pp
- Inbox placement
- +00%
- Revenue per recipient
- -00%
- Spam complaint rate
Replace with the real headline result once the client signs off.
- +00%
- Trial-to-paid conversion
- +00%
- Activation rate
- 00 flows
- Live at handover
The Other Engine
The Best Flow in the World Still Sends People to Your Product Page
Lifecycle marketing is capped by whatever happens after the click. If the product page takes six seconds on mobile or the checkout drops a third of carts, the flow is doing its job and the site is undoing it. We build both, which is why we can fix the actual constraint rather than the one that happens to be ours.
Shopify buildsCore Web VitalsCheckout flowWeb appsIntegrations
Explore Full-Stack Web Development Get a Free Audit of Your Klaviyo Account
We go through your flows, segments and deliverability and send back the gap list ranked by what each fix is worth. Yours to keep whether or not you work with us.
No commitment · Usually back within 48 hours
FAQ
Questions, Answered Straight.
Still unsure where we'd fit? Book a call and we'll tell you honestly — even if that means a smaller scope than you expected.
It depends on scope, and the drivers are how many flows need building versus maintaining, how many campaigns you send a month, and whether SMS is in scope. A one-off flow build or deliverability audit is a fixed project fee; ongoing programme management is a monthly retainer. We scope from a single flow upward, so you can start with the cart sequence and expand once it is paying for itself.
Klaviyo for most ecommerce brands, because its Shopify data model makes real segmentation possible without extra tooling. Customer.io for B2B and product-led lifecycle work. If you are on Mailchimp and running an ecommerce store, migrating is usually the single highest-return thing on your list.
The cart and browse-abandon flows are typically live in the first two to three weeks and start earning immediately. The full nine-flow architecture takes six to eight weeks. Deliverability recovery is the slow one — reputation repair runs over 60 to 90 days.
For an established ecommerce brand, 20–30% of total revenue from email and SMS combined is a healthy target, and the majority of it should come from automated flows rather than campaigns. Well under 15% usually means flow coverage is the gap, not send volume.
Yes — strategy, copy, design and the platform build are all in-house. You are not handed a flow diagram and left to produce the emails yourself, and there is no separate design vendor in the loop.
Usually. It is almost always deliverability rather than content: authentication gaps, a domain reputation hit, or sending to a disengaged segment that should have been sunset. The audit identifies which, and reputation repair is a 60–90 day programme rather than a switch.
No. Sending to disengaged subscribers is what damages the reputation that makes the rest of the programme work — it buys a good week and costs a good quarter. Sunset rules are part of every programme we run, and we will push back if you ask us to blast the full list.
Yes. B2B and service businesses get the same treatment with a different lifecycle: lead nurture, onboarding, activation and reactivation sequences, usually built in Customer.io or Klaviyo depending on the rest of your stack.