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Writing / Flows

Everything on flows.

15 posts. Newest first.

·4 min read Abandoned cart recovery rate: normal, good, or a tracking bug On Klaviyo's own figures, the average abandoned cart flow turns about 3.3% of the people it emails into an order, and… Read → ·4 min read What share of revenue should email be? The honest range For most online stores, email accounts for somewhere between 15% and 35% of total revenue. Klaviyo's own benchmark… Read → ·5 min read How many emails should a flow have? Work it out from your own numbers Three emails, says Klaviyo. Two or three for a cart, says most of the internet. Five to eight for post-purchase, says… Read → ·5 min read Klaviyo flow benchmarks, and what they hide Flows open at around 32% and click at around 5.6%. Campaigns open at around 31% and click at 1.7%. In clothing, a flow… Read → ·5 min read Work out your replenishment interval instead of guessing 30 days A replenishment email should arrive a few days before someone runs out, and the number of days that means for your… Read → ·5 min read Revenue per recipient: the one flow metric worth arguing about Revenue per recipient is the flow metric worth arguing about because it is the only one that puts money and volume in… Read → ·6 min read Back in stock flows in Klaviyo, and what they are actually worth A back in stock email goes to someone who asked for one named product and left an address to get it. Nothing else you… Read → ·5 min read Winback flows, and the honest answer on when to stop emailing The usual answer is a day count. Ninety days of no opens, or six months, and then a goodbye email. That answer is not… Read → ·4 min read Browse abandonment is worth building, and smaller than you think Browse abandonment works, and it will email a much smaller group than the guides imply. The flow only fires for people… Read → ·4 min read Post-purchase: the flow that decides whether there is a second order A customer has just paid you. For the next week or so they will open almost anything you send, because they are… Read → ·5 min read Abandoned cart: why three emails beat one, and what the third should say Most stores send one abandoned cart email. It goes an hour after the cart is left, it says some version of "you left… Read → ·4 min read The welcome flow, email by email The welcome flow earns more per recipient than anything else you will build. It also gets the least thought, because… Read → ·5 min read Your abandoned cart flow is firing for fewer people than you think Most abandoned cart advice is about the emails. Better subject line, better timing, add a third send, put the product… Read → ·5 min read The five Klaviyo flows worth building, in the order to build them Every article about Klaviyo flows gives you the same list. Very few tell you what goes inside each one, and none of… Read → ·3 min read Most of your email revenue comes from the wrong place Open Klaviyo. Set the range to the last 90 days. Put campaign revenue next to flow revenue and look at the two numbers… Read →
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