Email flows before and after the first purchase

Check the trigger before writing

List the events your store records: signup, product view, checkout, order and shipment. Confirm that each trigger supplies the data its message needs. Check the event, not just the flow’s name.

Klaviyo supports flows triggered by lists, segments, recorded events and other conditions. Trigger and profile filters control who qualifies; profile filters are checked again as a person progresses. See Klaviyo’s trigger and filter documentation.

Record the trigger, exclusions, recipient and purpose. Check consent and suppression status before sending marketing.

Welcome subscribers with a useful explanation

Show what the product does, how to use it and what buyers usually ask before ordering.

Deliver what the signup promised. If someone requested a guide, send it before another offer. A discount is optional. Exclude existing customers from first-purchase messages that no longer fit.

Match the reminder to the unfinished step

A product view, cart addition and started checkout are different events. Match the reminder to the recorded action. Do not imply an order exists when it does not.

Check the product link, variant, availability and price when testing the message. Configure purchase exclusions so later reminders are skipped once the customer qualifies as having bought. Klaviyo’s flow setup guide explains how profile filters are rechecked before sending.

Before offering a discount, check whether delivery, compatibility or payment is the unanswered question.

Help with delivery and setup

Use actual order data for order and shipping messages. State what was ordered, its known status and where to get help. Check existing store emails to avoid duplicate or conflicting updates.

Illustrative device example: send the setup guide for the customer’s model, using the manufacturer’s instructions, and a support link. Ask for feedback after they have had time to receive and use it.

Make the next offer relevant

A device owner may be satisfied without buying another device. Do not apply a consumable-product replenishment schedule to a durable product.

Offer compatible accessories, relevant new products or useful setup and care information. Exclude items already purchased. Base replacement-part reminders on the product and observed buying patterns.

Use a one-off campaign for a launch or seasonal offer that does not belong in an ongoing flow.

Test the whole sequence

Use test profiles to check entry, purchase, cancellation and unsubscribe scenarios before activation. Verify links, product details and exclusions. Review clicks, orders, unsubscribes, complaints and replies together.

Attributed revenue does not prove every order was caused by the flow. Keep reporting periods and attribution settings consistent. Fewer confused customers or unwanted reminders also matter.

See our email archive for creative examples, not performance forecasts.