7-Figure Email Flows

Is your Klaviyo email account a mess? Maybe you have too many flows turned on, or perhaps you are scared to touch anything because you do not want to break it.

But here is the thing. Even a brand that looks chaotic on the backend can make $150 million a year. We have seen it. We cleaned up one of our biggest setups recently. They had more than 150 flows in their account.

After we cleaned it up, we were able to almost double the flow revenue within a year. It went from $4.4 million to $7.8 million.

It was completely insane, but it served as the perfect case study for what we covered in our webinar on February 4th, and this was the summary of it.

Why Automated Flows Are Your Secret Weapon

According to data from Omnisend, automated emails generate 320% more revenue per email than regular one-off campaigns. That is a huge difference. When you rely only on manual campaigns, you are leaving money on the table.

Which Flows Should You Actually Focus On?

Before you start building every flow you can think of, you need to check which business type you are. This is where a lot of people go wrong.

They try to copy a strategy that works for a fashion brand when they are selling car parts. It does not work.

You are likely one of two types of businesses:

1. Recurring purchases: You sell health products, wellness items, food, beverages, or fashion. People come back to buy again and again.

2. One-time purchases: You sell vehicles, wallets, or special equipment. It is really tough to sell another art piece or a wallet within a couple of months.

If you sell recurring stuff, you obviously want to focus on retention. You need a strong win-back flow, post-purchase flow, and back-in-stock notifications. These are our best performing ones for these industries.

If you sell stuff one time, you actually want to be a little bit more focused on acquisition. You try to focus on the first sale. Maybe you can cross-sell something on the first sale, but you are not going to chase them for a second purchase immediately.

If you have the perfect flows but they are in the wrong business model, it often does not work. So always make sure that you know which business you are working in first before putting in the work.

The 6 Secrets to 7-Figure Email Flows

The true leverage in email marketing lies in industry fit, resolving tracking issues, and optimizing how your channels work together. Here are the specific components we use to get results.

1. Global Frequency Management

This is something that is really important, especially when you are a bigger brand. We want to see how many metrics are actually in your account. How many flows are connected to each of the metrics? Can we merge something there?

For example, we saw a business that had three different welcome series for SMS and one for email. There were different messages with different messaging going out. Different discounts and different codes were flying around. It was a mess.

To reduce complexity for support teams and the email marketer, we merged them. This also makes A/B testing way easier.

Think about it this way. If I have three different flows and each of them gets 5,000 sends a month, the data is split. But if I merge them into one flow, I have 15,000 sends in one flow. Now I can A/B test messaging way better with three times the volume. That is what we are trying to achieve.

2. Omnichannel Optimization

In many accounts, email and SMS operate as separate flows. If you sign up for emails, you get emails; if you sign up for SMS, you get SMS. But when subscribers opt into both channels, you end up sending duplicate messages and racking up unnecessary costs, especially since SMS is expensive outside the US.

Our fix: send emails first, then follow up with SMS only if needed. If SMS does not convert, we try a plain text email to hit multiple touchpoints. This gives us more control over messaging, timing, and costs.

3. Churn Prevention Hacks

Churn prevention gets us a lot of extra revenue each year.

Now, here is a trick for flows with high unsubscribe rates. This is something Klaviyo does not really like to see, but I will tell you anyway. You can actually hide the unsubscribe button by making it a tiny dot. You type in "Unsubscribe" and then a dot. You link the unsubscribe function only to the dot. The rest of the text links to your website.

This helps decrease the unsubscribe rate because sometimes people just unsubscribe because they think the email is not personal. As long as you make the email look personal, for example, using a support ticket style or referencing the current date, you can keep them on the list longer.

4. Life Cycle Monitoring

This is a strategy we use mostly in campaigns, but it informs our flows.

We send out emails to different segments. For example:

• High intent, never purchased.

• Predictive lifetime value (LTV) over $200.

• Top customers.

If you use more than two segments in a campaign send, you unlock the "audience breakdown" feature in Klaviyo. This is huge.

You might see that your top customers who purchased more than two times are spending a lot. But your "high intent never purchased" group didn't buy anything.

When you notice a segment like "Predictive LTV over $200" is not buying from your standard offers, you need to change your approach. You connect this specific segment to a flow. In that flow, you test different messaging.

5. A/B Testing Delays (The 30-Minute Rule)

In abandonment flows, we always reduce the delay time.

The default in many accounts is four hours. Or six hours. We try to reduce it to one hour, 30 minutes, or even 20 minutes. I can 100% guarantee you that this always works.

But we didn't stop there. We saw that the average order value (AOV) was around $41. So we went ahead and created a sitewide offer for free shipping on orders over $39.

In the email, we reminded people: "Hey, you are now eligible for free shipping." Just by doing that, we went to a 16% placed order rate.

6. Fix Your Tracking

A huge issue is tracking. If you do not have your UTM tracking set up properly, tools like GA4, Triple Whale, and Klaviyo cannot work properly.

A lot of brands mistake email for being a really slow-moving channel. But what I see all the time is that they basically do not have the UTMs set up. They just cannot really tell if it is working or not.

Audit on Grabbing Low Hanging Fruits

There are a lot of high-level strategies regarding your branding and product. But there are also low-hanging fruits you can fix right now within your account. These are the technical issues you might not know you have.

Here is a quick checklist of things we audit in every account:

1. Profile Filters

You need to check your flow filters. If you do an abandoned checkout flow, it should filter out anyone who has purchased since starting the flow. That is obvious. But you also need to make sure your logic is sound for top-of-funnel events. It is a safe action to review these and make sure you are not sending emails to people who shouldn't be there.

2. Email Configuration

Make sure the image is showing up. Make sure the name of the product is showing up. Ideally, you should have pricing showing up.

We often see emails where the "link" to the product goes nowhere. Or the dynamic image is broken. It is so easy to make mistakes here. If the CTA button is wrong or the link is dead, you are missing revenue every single day.

3. Flow Triggers

Most data comes from the trigger. If the trigger is not working, then no data is going to be sent. We check if the flow trigger is active. Sometimes a form is not working anymore, but the flow is still technically "on." If there is no data coming in, you need to fix the form or remove the flow.

4. UTM Settings (The Hidden Toggle)

Klaviyo has this annoying thing where UTMs have to be configured at the email level. A lot of people do not know this.

You need to go into the specific email configuration settings and ensure "Enable UTM Tracking" is toggled on. You also need to go to the account settings and make sure the account-level UTM is toggled on. If you miss this, your attribution in Google Analytics will be empty.

5. Smart Sending

We recommend turning off smart sending in flows.

If someone receives a campaign email, they should still receive an abandoned cart email if they leave something in their cart.

If you have smart sending on, you are blocking yourself. Let's say you send a campaign at 7 p.m. The customer opens it, goes to the site, adds to the cart, but then gets distracted and goes to the gym. Three hours later, you want to send an abandoned cart email.

6. Image Links

You want to make sure that every single image in your email is clickable. Your logo, the product image, the hero image, and the footer. People click on images. If they click and nothing happens, they might not buy.

What’s the Goal?

The goal is to increase your revenue by 5% to 10% on autopilot. This doesn't require magic. It requires cleaning up the mess.

It requires looking at your business model and deciding if you need retention or acquisition flows. It requires fixing the technical broken links and missing UTMs. And it requires testing things like shorter time delays and global frequency management.

Here to help you win! ✌️

Yiqi & David