Split campaigns between engaged buyers and non-buyers
Every time you schedule a campaign, you should send two different versions. One version goes to your engaged non-buyers, and the other goes to your engaged buyers. In Klaviyo, that usually looks like a 120-day engaged non-buyer segment and a 120-day engaged buyer segment.
Here is why you do it. Your non-buyers have never purchased from you, which means they have never redeemed their introductory welcome series discount. The buyers already have. When we send campaigns to the non-buyer segment, we reiterate the welcome discount code directly in the email body. The buyers receive the exact same core campaign content, but without the discount code.
Most brands treat their entire engaged list as a monolith. That is a mistake.
Why non-buyer campaign revenue is the real metric
When you look at the attribution data across these split campaigns, you will typically see a clean 80/20 revenue split. Around 80% of your campaign revenue will come from existing buyers, and roughly 20% will come from non-buyers. But that 20% is actually the most critical figure in your dashboard.
Revenue from the non-buyer segment is the purest indicator of how effective your acquisition messaging really is. If you can use a 10% off code to nudge a contact across the line for their first order, you win. You will easily make up for that small margin concession on the second, third, and fourth purchases they make down the line.
Branch your flows by customer order history
Take this same principle and apply it across your automated flows. Open up your abandoned checkout, browse abandonment, and site abandonment flows, then place a conditional split right at the top. The condition is straightforward: has placed order zero times over all time.
If someone has never bought, send them down the non-customer path. In those emails, persistently remind them of their unused welcome series offer. If they have bought previously, route them down the existing customer path where you focus on product value, social proof, and brand storytelling rather than handing out unneeded discounts.
You should never give away margin to a repeat customer who was already planning to buy at full price.
Use collection splits for tailored pre-purchase flows
One thing I like to do on top of order history splits is trigger branching based on specific product collections. If you sell jewellery, for instance, someone abandoning a checkout with an engagement ring should not receive the exact same copy as someone abandoning a silver chain.
In Klaviyo, you can split your abandoned checkout flow based on whether the trigger event collection contains a high-value category. Once split, you can tailor your messaging and imagery directly to that specific product tier alongside their available discount.
Generic follow-ups get generic results. Specificity converts.
Trigger reminder flyout forms for subscribers who have not purchased
Sign-up forms are not just for collecting new email addresses. You can also use them to close the loop on people who joined your list days or weeks ago but still have not completed a purchase.
Build a simple flyout form in Klaviyo and set the targeting behaviour so it only displays to visitors in your 'Subscribed but Not Purchased' segment. Use the copy to give them a helpful reminder: display their unused welcome voucher code right on screen while they browse your shop.
For bonus points, configure the call-to-action button to use an auto-apply discount URL. When the shopper clicks the flyout, the code is automatically injected into their cart session, removing all checkout friction entirely.
Final Thoughts
Scaling your email revenue does not require overhauling your entire tech stack. By separating buyers from non-buyers in your campaigns, reinforcing offers across core flows, and deploying targeted reminder flyouts, you systematically remove the friction stopping prospects from placing their first order.
Looking to sharpen your flow strategy?
If you want our team to audit your Klaviyo account and build automated funnels that convert first-time buyers consistently, explore our email automations service.
