At a glance
A well-designed flow requires a suitable trigger, reliable shop data, clear exclusions and helpful content. We prioritise the agreed flows, implement them in Klaviyo and monitor the process. Existing flows can form the basis for this; a complete rebuild is not a blanket requirement.
When is it worth revising your Klaviyo flows?
The service is aimed at B2C and B2B online shops in the DACH region. Typical scenarios include a welcome series with outdated content, inappropriate purchase reminders or post-purchase emails that do not match the product purchased. When setting up a new channel, we also discuss which automations are suitable for your product range.
Before creating further flows, let’s review the existing portfolio. Which flows are active, which messages are being sent, and where does content overlap? Our Klaviyo audit guide helps to describe this initial situation systematically. The overarching Klaviyo agency page integrates flows into the overall management process.
Check shop integration and available events
We work with Shopify, Shopware, Magento, JTL and WooCommerce, amongst others. The key factor is which events the specific integration transmits and whether they reach the correct profile. An item added to the shopping basket is a different signal to a checkout that has been started. The names and available information depend on the setup.
For a checkout reminder, we need both the triggering event and a reliable purchase signal. If this is missing, customers who have already made a purchase may still be reminded. We also clarify the required product information, personalisation and dispatch authorisations. The checks required for your setup depend on the existing integration and the agreed scope.
Prioritise the relevant customer touchpoints first
| Customer moment | Possible flow | Key question |
|---|---|---|
| Newsletter sign-up | Welcome Flow | What promise should the first message deliver on? |
| Purchase initiated but not completed | Checkout abandonment | Are the trigger, purchase and exclusion reliably identifiable? |
| Ordering a product requiring further explanation | Post-purchase messages | Which user guide is appropriate for the product and when? |
| Expected repeat purchases fail to materialise | Repeat purchases or win-back | What interval follows from the actual purchasing behaviour? |
A consumable product and a durable piece of furniture call for different flows. We therefore do not use a fixed number of standard messages as a universal solution. The Flow fundamentals guide explains the selection; the in-depth sections on Welcome Flows and Shopping basket and checkout abandonment highlight the differences.
Coordinate workflow, filters and content
The trigger, delays and possible branches together form the flow. The briefing records who each message is for and when it should be skipped. Buyers, returning customers and different product groups may need different paths. The rules should make sense commercially and be verifiable in Klaviyo.
Trigger filters refer to the triggering event. Profile filters are re-checked during the process. For a purchase reminder, this means that an order received later may prevent the reminder from being sent. The Official Klaviyo documentation explains this distinction.
Our copywriters and graphic designers develop the appropriate message and design for this. A series of emails is intended to answer various questions: guidance, product selection and assistance with usage each require their own specific content. The Newsletter gallery provides an insight into our design process.
Test for unwanted messages before launch
Testing includes appropriate personalisation, working links and the intended flow. Cases where an email should be skipped are equally important. A content preview checks a message; it does not replace checking the flow rules. We agree the scope and test cases around the actual setup.
Example of a controlled test case
A test profile initiates a checkout and places an order before the scheduled reminder. The purchase signal must be visible on the profile; the configured profile filter should skip the message. The example illustrates a testing method, not an actual customer test that has already been carried out.
Individual messages have their own statuses within Klaviyo. Subsequent steps must also be included in the review process. Technical configuration, testing and approval together form the basis for the publication of the agreed sequence.
Further develop active flows and contextualise results
Once set up, we will monitor recipient activity and message results within the agreed scope of support. An unusually high number of skipped messages, for example, may warrant a review of the rules; a poor click-through rate may call for a revision of the content. Appropriate A/B tests can help to compare specific variants.
Klaviyo revenue reports follow an attribution model and do not, on their own, prove any additional impact on revenue. We contextualise results alongside the shop’s baseline situation, the time period and the changes made. Our email marketing metrics guide explains the comparison. Current campaigns remain a separate responsibility of the Newsletter management.
What we need for the initial consultation
It is helpful to provide details of the shop system, existing Klaviyo flows and a specific problem: a lack of guidance after registration, duplicate messages or an unclear analytics report. During the consultation, we prioritise potential tasks and clarify who will contribute product knowledge, access rights and approvals. The scope of the concept, content, set-up and ongoing support is clearly defined.
You can see the results of our collaboration in our client case studies. A specific success is not a general promise regarding the flow. The Cost factors for a Klaviyo agency help you to distinguish between set-up and ongoing optimisation within a quotation.
Sources and further documentation
Technical statements refer to the linked documentation. Examples and guidance are marked as such.