Klaviyo Email Marketing That Turns Subscribers Into Revenue
Most stores use a fraction of Klaviyo: a welcome email, a cart reminder and a weekly blast to everyone. As a Klaviyo email marketing agency, we build the full flow set, segment by real behaviour, keep you out of the spam folder and plan a calendar that sends more to people who buy and less to people who don’t.
- ● Viewed Product
- ● Added to Cart
- ● Started Checkout
- ● Placed Order
Why Klaviyo Outperforms Generic Platforms for Ecommerce
Klaviyo reads your store in real time. Every product view, cart, checkout and order from Shopify lands on the customer’s profile within seconds, so an email can react to what someone just did instead of what list they joined two years ago.
Flow architecture: the revenue that runs automatically
Flows fire on behaviour and run every day without anyone pressing send. In a well-built account they often bring in half or more of all email revenue, from a fraction of the sends.
Segmentation: quality beats quantity
Because the data sits on the profile, you can send to people by what they bought, how recently they engaged and what Klaviyo predicts they will spend. Once a store has at least 500 customers with orders and about 180 days of history, Klaviyo adds predicted lifetime value and churn risk to every profile.
- Subscribed to ListPopup, first-order offer. Welcome flow starts.
- Received EmailWelcome 1: the code, delivered within minutes.
- Viewed ProductViewed one product twice. Browse abandon waits 2 hours.
- Added to CartBrowse abandon cancelled. Cart flow takes over.
- Placed OrderLeaves the cart and welcome flows. Post-purchase starts.
- Segment: Bought once, no repeatGets the replenishment email, not the new-subscriber offer.
The Core Klaviyo Flows We Build, Email by Email
Seven flows, each with its own trigger, timing and exit. Timings are our starting points; we tune them to your buying cycle once data comes in.
Welcome
Joined the list, no order yetExit: places first order
Browse abandon
Viewed a product, no cartExit: adds to cart
Cart abandon
Added to cart, no checkoutExit: starts checkout or orders
Checkout abandon
Started checkout, no orderExit: places order
Post-purchase
Placed an orderBranches: first order vs repeat
Win-back
No order for 1.5x your repurchase cycleExit: places order
Sunset
No clicks or site visits in 120 to 180 daysExit: engages, or is suppressed
Every flow uses Smart Sending, exits the moment someone buys and stops people getting two flows on the same day. More on how we design them on our email automation flows page.
Five Segments We Build in Every Klaviyo Account
Apple Mail Privacy Protection marks many emails as opened that nobody read, so our engagement segments count clicks and site visits, not opens alone. These definitions are the starting point, adjusted to your sending history.
Engaged 30
Clicked email OR Active on Site in last 30 days OR joined in last 14 daysUse it for: launches and the extra send in a busy week.
Engaged 60
Opened OR clicked OR Active on Site in last 60 days, not suppressedUse it for: your default weekly campaign audience.
Engaged 90
Any engagement in last 90 days, minus Engaged 60Use it for: your best one or two emails a month only.
VIP
Predicted CLV in top 10% OR placed order 3+ times in last 365 daysUse it for: early access, no discounts, a real thank-you.
At-risk
Placed order 1+ times, no order in 1.5x repurchase cycle, churn risk highUse it for: the win-back flow and plain-text check-ins.
Need deeper cuts by category, margin or quiz answers? That is our email segmentation strategy work.
Deliverability Health: SPF, DKIM, DMARC and the Bulk Sender Rules
Since 2024, Gmail and Yahoo require authentication and easy unsubscribes from anyone sending 5,000 or more emails a day to their users, and Microsoft applied similar rules to Outlook.com in 2025. We check these on day one.
Branded sending domain
send.yourbrand.com → KlaviyoMail goes out from your own subdomain instead of Klaviyo’s shared one, so reputation builds on your name.
SPF on the sending domain
v=spf1 include:... ~allHandled by the sending domain records. We also check your root SPF stays under 10 DNS lookups.
DKIM signing, aligned
kl._domainkey.yourbrand.comSigned with your domain so DMARC alignment passes, not just “signed by someone”.
DMARC with reports
_dmarc: v=DMARC1; p=none; rua=mailto:...Start at p=none, read the reports for a few weeks, then move to quarantine once every sender is known.
Spam complaint rate
Measured in Google Postmaster Tools. Keep it low and steady.
- One-click unsubscribe in the header and a visible link in the footer. Klaviyo adds the header; we check the footer.
- Unsubscribes honoured within 2 days, including from any second tool that sends email.
- Hard bounces suppressed and any imported list cleaned before its first send.
- New domain warmed up: engaged segments first, volume raised over 2 to 4 weeks.
Already landing in spam? Our email deliverability setup service fixes domains, warm-up and list hygiene before anything else.
How Often to Send: Campaign Density by Segment
“How many emails a week?” has no single answer. It depends on who is receiving them. Here is the density we usually start with. Each dot is one campaign a week.
3 to 4 a week is fine. These people want to hear from you.
2 a week. Product, story, education and one offer at most.
1 a week, your strongest email only.
About 2 a month: big launches and sale days, nothing else.
No campaigns. Sunset flow, then suppress.
For Black Friday we widen to Engaged 90 two weeks before, not the whole list on the day.
Under 5,000 profiles, one good email a week beats three thin ones.
Above about 0.3% per send, we cut frequency for that segment before writing more.
What Our Klaviyo Email Marketing Agency Checks in Week 1
Before we write a single new email, we audit the account. These are the eight checks, with what we most often find.
How We Deliver Consistent Results
Drawn the way Klaviyo draws a flow, because that is how the work runs: a trigger, timed steps and one split where your account decides the path.
Trigger: you book the free audit
We get read-only access to Klaviyo and your store.
Email programme audit
The eight checks above, plus revenue by flow and campaign over the last 12 months as a baseline.
Domain, data and segments
Sending domain, DMARC, integrations, consent, and the five core segments.
Flows exist
Rebuild filters and timing, rewrite the weak emails, add the missing flows.
No flows yet
Build welcome, cart and checkout first, then the rest within 30 days.
Campaign calendar launch
A month of campaigns planned by segment, with subject line tests on the big sends.
Weekly optimisation, monthly report
One flow improved each week, deliverability checked, and revenue per recipient reported monthly.
Fit Kit Bodycare: Four Flows, One Month
Fit Kit, a UK bodycare brand, was bringing in buyers at scale through Meta. Their only automated email was an order confirmation. We built welcome, abandoned cart, post-purchase and win-back flows in Klaviyo, plus a weekly calendar segmented by purchase history.
Within the first month of the flows: +29% revenue from flows, a 41% average flow open rate and 4.6x email ROI, with no extra traffic or ad spend.
Read the Fit Kit email case study →
More Email Services and Where Klaviyo Fits
Klaviyo work sits inside our email marketing service. These pages go deeper on single parts of it.
Email services
Klaviyo Questions We Get Asked Most
What does a Klaviyo email marketing agency do?
Builds and tunes your flows, sets up segments, protects deliverability, plans and writes campaigns, and reports revenue honestly. The useful ones also cut your bill by suppressing profiles that never engage.
How long does it take to set up Klaviyo flows?
The first three (welcome, cart and checkout abandon) are usually live within 14 days. The full set of seven takes about 30 days, including testing every path with real profiles.
Is Klaviyo worth it for a small store?
Usually yes, once you have steady traffic and a few hundred subscribers. The free tier covers small lists, and the welcome and cart flows alone tend to pay for the paid plan quickly. Very early stores can start with Shopify Email and move later.
What is a good Klaviyo flow open rate?
Opens are less reliable since Apple Mail Privacy Protection, so treat them as a rough signal. Flows often sit well above campaigns. We judge flows on click rate, placed order rate and revenue per recipient instead.
Do I need DMARC to send with Klaviyo?
If you send 5,000 or more emails a day to Gmail or Yahoo, yes, and it is good practice for everyone. A p=none policy meets the minimum. We set it up with reporting so you can tighten it later.
Can you migrate us from Mailchimp to Klaviyo?
Yes. We move profiles with consent status, rebuild flows rather than copying them, warm up the new sending domain on engaged segments, and keep the old platform running until Klaviyo is stable.
Do you write and design the emails?
Yes. Copy, design and build are included. We keep templates light, readable in dark mode and on mobile, and avoid single-image emails that break when images are off.
Do you run Klaviyo SMS as well?
Yes, in markets where it makes sense. SMS needs its own consent, so we collect it separately and use it for a few high-intent moments like cart abandon and launches, not every campaign.
How do you report Klaviyo revenue?
We use Klaviyo’s click-based attribution as the main number, show flows and campaigns separately, and compare against Shopify and GA4 so email is not taking credit for sales that would have happened anyway.
Will more emails make customers unsubscribe?
Not if frequency follows engagement. Your most engaged people get more, quiet ones get less, and anyone silent for six months goes through the sunset flow. Unsubscribe and complaint rates are checked after every send.
Get More Revenue From Your Klaviyo Email Programme
Send us read-only access. We will run the week-1 checks on your account and show you the flows, segments and settings worth fixing first. Free.
- Audience
- Your Klaviyo account and Shopify store
- Send time
- Findings within a few working days
- Content
- Flow gaps, segment fixes, deliverability check