Which Klaviyo flows earn the most, and which are missing?
Flows sell every day without you. Check what each one earns per person it reaches, then fill the gaps in the order that pays first.
Wizel Flows Desk
Lifecycle & automation lead · · 2 min read
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A campaign earns on the day you send it. A flow earns every day it's switched on, which makes it easy to forget about. Plenty of stores set up a welcome series and an abandoned cart flow once and never look at them again. A quick check each quarter shows which flows are pulling their weight and which ones you never built.
The flows to check first
6 flows
to check first: welcome, abandoned checkout, abandoned cart, browse abandonment, post-purchase and win-back
- Welcome series. Starts when someone joins your list. It introduces the brand and turns a new subscriber into a first order.
- Abandoned checkout. Starts when someone begins checkout and doesn't finish. These people were one step from paying.
- Abandoned cart. Starts when someone adds to cart but never reaches checkout.
- Browse abandonment. Starts when a known subscriber looks at a product and leaves. It reaches fewer people, with a lighter touch.
- Post-purchase. Starts after an order. Say thanks, help people use what they bought and set up the next order.
- Win-back. Starts when a past customer has gone quiet for longer than your usual gap between orders.
How to tell which flows are working
Total revenue is the wrong lens here too. A welcome series reaches everyone who joins, while a win-back flow only reaches lapsed customers, so their totals will never be comparable. Look at two numbers for each flow instead.
- Revenue per recipient: what each person who entered the flow was worth. It shows which flows convert the people they reach.
- Recipients per month: how many people the flow actually reaches. A strong flow that triggers ten times a month may need a wider trigger.
Then look inside each flow. If the third email in a series earns almost nothing and loses subscribers, cut it or rewrite it. If the first email earns most of the money, give it your best work.
A flow that never triggers earns nothing, however well it's written. Check recipients before you rewrite the copy.
Fill the gaps in the order that pays
If you're missing several flows, start with the ones closest to a purchase: abandoned checkout, then abandoned cart, then welcome. They reach people who already showed intent. Post-purchase and win-back come next, because they earn from customers you've already paid to acquire.
Our step-by-step guides to the abandoned cart flow and the welcome series are linked at the end of this post.
Ask your own numbers in Wizel
With Klaviyo connected, the Wizel chat reads your flow data and answers in plain words:
- “Which flows make the most revenue?”
- “How much did my post-purchase flow make last month?”
- “Which of my stores are missing an abandoned cart flow?”
Frequently asked questions
How often should I review my Klaviyo flows?
Once a quarter suits most stores, plus any time you change your offer, prices or checkout. Flows run quietly, so a broken trigger can go unnoticed for months.
Which flow should I build first?
Abandoned checkout, if you don't have one. It reaches people who were one step from paying. A welcome series is a close second, because every new subscriber enters it.
Why is my flow revenue lower than my campaign revenue?
Flows reach fewer people at a time, so their totals can look small. Compare revenue per recipient instead, and judge flows over a whole month rather than a single day.