Capturing Zero-Party Data at the Sign-Up Form
Before someone even enters an automation, you need to capture their details without creating unnecessary friction. I only ask for an email address on step one of a pop-up. Asking for a first name right away adds friction, and more friction always leads to higher drop-off rates.
Step two is where you collect zero-party data, which is information subscribers willingly share with you. Ask them what collection or category they are interested in, then map their selection to a custom profile property in Klaviyo. They have already committed by handing over their email, so they are far more likely to click an interest tag.
Once they finish, show the discount code immediately on the success screen. Forcing shoppers to open their inbox just to find a coupon code is a massive mistake. Your primary goal is getting product in hand, so provide an auto-apply button that takes them straight to checkout with their discount active.
The Welcome Series: Move Fast in the First 72 Hours
Roughly 75% of your welcome series conversions happen within the first 72 hours of someone signing up. If your follow-up emails are spaced three days apart, you are missing the most critical buying window. That is a mistake.
I set the first follow-up email on a 12-hour delay. In this email, reiterate the introductory discount code they received on the form. From there, use a conditional split based on whether their interest property is set. If they skipped step two on the form, ask them again via clickable links that update their profile property automatically.
Once you know their category preference, branch your flow to highlight products, unique selling points, and benefits specific to that interest. If creating separate branches for nine different collections feels overwhelming, build dedicated paths for your top three bestsellers and route everyone else down a generic default path.
Abandoned Checkout: Treat First-Time Buyers Differently
Klaviyo tracks checkout abandonment out of the box once someone initiates checkout and enters their email. The most important structural element in this flow is splitting subscribers based on their order history.
If someone has placed zero orders, reiterate the welcome discount code after a 15 to 30 minute delay. Your average order value on a first purchase is usually lower than on subsequent orders, so sacrificing 10% to 15% margin to acquire a customer is worth it. Remind them of the exact items they left behind with dynamic product blocks.
If someone has purchased before, do not offer them a discount. Existing customers already know your value, so sending them coupon codes every time they abandon checkout simply trains them to wait for price drops.
Browse Abandonment: Keep It Clean and Relevant
Browse abandonment triggers when a subscriber views a specific product page without starting checkout or placing an order. Because this is higher up the funnel than checkout abandonment, you want to keep the messaging simple and low pressure.
Apply the same split logic here based on lifetime orders. First-time browsers get a reminder of the product they viewed along with their introductory offer. Repeat customers receive the dynamic product block without any discount attached.
Always add flow filters to kick users out if they start checkout or place an order within the last 14 days. You never want someone receiving a browse abandonment message when they have already moved further down the funnel into your abandoned checkout flow.
Post-Purchase: Plain Text Founder Notes and Order Education
Shopify handles order confirmations automatically, so your post-purchase flow should focus on relationship building rather than transactional updates. I split this stage into two distinct automations.
The first is a plain-text email sent directly from the founder immediately after purchase. I build one version for first-time buyers thanking them for supporting the brand, and a second version for repeat buyers acknowledging their continued support. These emails contain no flashy graphics or product grids, just genuine text that invites replies and builds immediate brand loyalty.
The second flow triggers off the fulfilled order metric, or ideally the delivered metric if you use shipment tracking software. After a 7-day delay (allowing time for transit), send collection-specific educational emails explaining how to care for or use the product. Roughly 50% of repeat buyers make their second purchase within two weeks, so providing useful guidance and complementary cross-sells early on significantly lifts lifetime value.
Customer Win-Back: Bringing Inactive Buyers Home
The win-back flow is designed to re-engage past buyers who have gone quiet past their expected re-order timeframe. I typically set the initial time delay to around 75 days after their last purchase, ensuring it starts well after all post-purchase sequences have finished.
Start with a gentle check-in email that features dynamic product recommendations based on their past orders. Avoid jumping straight into heavy discounting on email one. Remind them of your bestselling collections and ask if they need help replacing or refilling their initial purchase.
If they do not convert after a 7-day delay, use a conditional split for customers who have only ordered once. If a one-time buyer has reached day 82 without purchasing again, offer your second-best incentive to get them across the line. Securing that second order is the hardest hurdle in ecommerce retention.
Final Thoughts
You do not need dozens of complicated flows to scale your retention revenue. Nailing these six core automations with proper segmentation, fast follow-ups, and clear split logic will capture the vast majority of revenue left on the table. Focus on getting these right before building anything more advanced.
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