All You Need To Know About Klaviyo Flows In 2026 (Klaviyo Email Flows eCommerce Tutorial)

0:00Most Clavio flow tutorials make this way more complicated than it needs to be because if you run ecom brand, you do not need 15 different flows to make email work. You need a few that drive the majority of your revenue first. So in this flow course, I'm going to walk you through the core clasio email flows

0:20every ecom brand should have in place. the flows that cover your customer journey from the moment someone joins your email list to when they browse to when they add a product to their cart and even after they buy. And the reason this matters is simple. If these email flows are weak, you are leaving money on the table every single day. But if these email flows are set up properly, they can turn your email channel into a consistent revenue machine. So here's

0:48how we're going to break this down. First, we'll start with your welcome flow because that's the foundation. Then, we'll move into the browse abandonment flow so you can recover people who have showed interest but didn't take the next step. And after that, we will cover the abandoned card and abandoned checkout flow, which is one of the highest leverage flows in the entire Claio account. And finally, we

1:09will finish with the post purchase flow. Because getting the first sale is great, but increasing your LTV is how you actually grow your business. And by the end of this video, you will know exactly which flows matter most, why they matter, and how they fit together into one system. So, let's start with the first and most important one, the welcome series flow. So, before we get into the exact welcome series flow structure that I would recommend, let's first discuss why the welcome series

1:36flow matters more than ever in 2026. Because most ecom brands, they are overpaying for their traffic and undermonetizing it. So they spend aggressively on meta ads on Google, Tik Tok, influencers, affiliates, landing pages just to get people to their website and then they just let those people leave without nothing but just a pixel hit. And that is expensive if you

1:59may know as an e-commerce brand owner. And worse, it creates a fragile business model where growth depends on buying even more traffic every month just to maintain the same result. And the welcome service flow is one of the fastest ways to reduce that pressure for every e-commerce. It monetizes the exact people you already paid for to attract. So this is the key shift. Your welcome series flow is not just a brand introduction sequence. It's a conversion system. So if someone signs up, that means there is some intent. Maybe not full buying intent yet, but enough curiosity, enough interest, and enough

2:38awareness to take an action for them. And that window, it closes fast. So the first 72 hours after a signup matters the most for every ecom brand. And this is where almost all of the welcome flow revenue happens. So in account after account when we look at the analytics the overwhelming majority of the welcome flow revenue is generated inside the first 3 days after someone is signing up. As you can see on this screenshot what you see in here is the conversion by days from subscription. And as you can see by far the highest number of conversion is on day zero. So the first day that someone is signing up for your

3:18newsletter. And after that it quickly goes down and after three days usually there's only a bare minimum amount of revenue that you could still generate with your welcome flow. So again this just shows you that the first 72 hours after sign up matters the most because the reason is quite simple. The momentum is the highest at the moment that people uh or someone is signing up because they just discovered your brand. They just gave you their email. they're still comparing options and they're still considering where to buy from you or from one of your competitors. So if do they if they do not buy within the first

3:5372 hours the odds of conversion drop hard and at that point one of two things usually happen. So either they bought from someone else from one of your competitors or they just lost momentum and they just moved on and they're not interested in your product anymore. So that means that the old approach of building a very stretched out welcome flow over 10, 14 or 21 days is often inefficient. And I see this go wrong all the time with like super long welcome flows just to like build like a relationship with this new email subscriber. But the reality is just simply different. You do not want a slow

4:32drip. You want a front-loaded sequence that takes full advantage of the fresh intent you just have. So, that's what this guide is built around. Before we go to the next part, just a quick side note, I have a free email marketing course on my website that breaks down all these exact systems in a lot more detail. It's completely free and it cuts out all the fluff. So, if you want access, check out the link in the description below. And yes, it also contains this dog that I'm sharing with you right now in this video. All right, let's keep it going. So, the real problem e-commerce brands are facing,

5:09most brands do not have a traffic problem. They have a monetization problem. So, they are paying to generate clicks, sessions, signups, but they they do not have the backend system strong enough to convert those signups quickly. And that creates three problems for e-commerce brands. So the first problem is that the blended cap keeps rising because too much traffic leaks out of the funnel without converting. Second, email gets blamed unfairly because people look at the topline email revenue instead of asking whether the welcome series is actually capturing firsttime buying intent. And third, brands become too dependent on retargeting ads to recover the people they already paid for

5:48once. And that is just bad margin math. So a strong welcome series reduces that dependency. It improves the first time buyer conversion. It improves the payback speed and it improves the economics of acquisition and it builds trust at the exact moment people are deciding whether you are worth buying from because that's often the issue people they need to have some trust in your brand in your brand to decide if yeah you're worth buying from. So what the welcome series is actually supposed to do. So the welcome series flow is not

6:20there to just nurture people for weeks. Don't do that. Its job is quite simple, just to turn new email subscribers into customers as fast as possible and otherwise give hazard buyers enough trust to buy from you later. So that means your welcome series flow needs to do three things well. Deliver the offer you promised them in the signup form. Build confidence to buy from you right now and guide people towards the right product. That's the only thing. That's it. So if your welcome flow is too brand heavy, too storyheavy, or just simply too slow, you're wasting the moment of the highest intent. So the first email

6:56usually generates the most revenue because people, yeah, they just want the offer they signed up for. So that's completely normal. Email one is getting the vast majority of your revenue, but the emails after that are what separate mediocre welcome series flows from the strong ones. So that's really what we want to focus on because once the first email is sent, the strategy simply changes. You're not just delivering the offer. You're building conviction. And that conviction can come from social proof. It can come from brand credibility, product education, objection handling, USPS, category guidance, bestsellers, founder credibility, urgency. And of course, you don't need every angle in every cla

7:35account or every welcome flow, but you do need a sequence that increases confidence quickly just to make sure that people will buy from you as soon as possible. Now, with that being said, let's get into the recommended Clavio welcome series flow structure that I would recommend for e-commerce brands in 2026. So, this is the structure that I recommend. So first of all, the flow trigger is of course when someone is added to uh your main list. Oftent times that's the list newsletter flow filters

8:06placed order zero times over all time. So we want to make sure that only people who've never done a purch will receive this welcome series flow. We don't want people to resubscribe again and then they receive your welcome discount again. So the structure that we recommend is a first email that we send immediately after sign up. Then we send a second email on the same day, 8 hours later, which is a reminder, 16 hours later, email two. And then we send daily emails up until email six. So before we dive in into the exact structure and what I would recommend for each email, let me show you how to create this flow

8:41inside Clavio. So we're in one of our demo accounts uh of Clavio. So what we'll do in the left menu we going to flows and then in the top right corner we click on create flow and then if you just search welcome we can see that clavio has some default flows on their own. So for example we see this one which is an SMS flow. So we're not going to focus on that right now. But if we click on this one you can see this is the email flow. So, if we click on this one, this is a version where they have a version for returning customers and non-

9:16buyers. Uh, but let's take this one as a base just to add it for the trigger. Make sure to make sure to select the right list. In this case, it's the newsletter list. So, we're going to hit use template and then we're just going to tweak it to make sure it follows the right filters and time delays. So, first the filters. So, re-entry criteria. We do not want people to re-enter. Of course, they can just enter the welcome series once and then after that, yeah, they cannot reenter it again. Profile filter. So, we want to add a profile filter which is going to say what someone has done has placed order zero

9:52times over all time. Again, this is to make sure that if someone already has done a purchase before and for some reason they still got the signup form and they try to subscribe that they won't receive the actual flow with the discount. So, we're going to hit save and now we're going to build the actual flow. So, what we're going to do, I'm going to remove the existing customer version. So, we're going to hit the three dots, hit delete. We're going to move this on top of here. And then we can remove this conditional split because we're not going to use that. And then we're just going to delete both

10:21parts. There we go. Then we have email 1 A. That's how I like to call it. And then instead of waiting 3 days like Claio is recommending with the default flow, we just want to wait 8 hours. And then we want to send email 1B, which is a plain text email. Email 1 A, of course, is going to give the discount code that you promised them in the signup form. Now, after email 1B, and again, I'm going to go more in depth on these emails a bit later. After email 1B, we want to add a time delay of 16 hours. So then in total, we're 24 hours

10:59in. And then we want to make sure that we send email number two. One thing to keep in mind, make sure to turn off smart sending and to turn on UGM tracking. Smart sending, if you turn it on, it will basically skip anyone who received an email from you within the last 16 hours. And you can change uh the time frame. So instead of 16 hours, you can make it 12 hours, 2 hours, 1 hour, whatever. But typically for flows, you always want to turn off smart sending because yeah, flows are based on triggers. So yeah, it is important that people receive those emails. to always

11:33turn off smart sending for flows. For campaigns, you should turn it on. So that's important to keep in mind. So we have to adjust that over here as well. And for email 1 A already turned off. Great. So then we have email two up here. Then we want to add one day later. We want to add email three. Then we want to add another time delay of one day for email four. Turn off smart sending. Turn on UGM tracking. Then again, one day later, email five. And then one day later, email six. So, a pretty basic setup to be honest. But as you can see, we frontload the sequence with two

12:12emails on day one. So, we make use of that momentum on the first day. So, with that being said, let's get into the specifics of this structure and what every email should include. So, email 1A. So, this is of course the most important email in the entire welcome flow. the subscriber, they just signed up because yeah, they wanted something, the discount code that you promised them in your sign up form. So oftent times you will say, "Hey, do you want 10% off your first order or do you want a mystery discount?" People signed up, they only want one thing. They don't want the latest and greatest news on

12:45your brand. No, they just want the discount code. So give it to them immediately. Do not bury the discount code. Do not make them work for it. H do not over complicate the hero section. What this email needs to do is just deliver the promise incentive clearly, show the most logical products to buy first. Really important, and reduce friction with trust builders and risk

13:06reversals. So, what needs to be inside? First of all, a strong above the fold section with the offer, the discount code, and oneclick call to action. And if you don't know the above the fold section, that's the first thing that people see when they open your email, whether that's on mobile or on desktop. So without having to scroll, what do they see? That's the above default section. And that part should already include your offer, your discount code,

13:31and a call to action button. Why? Because the vast majority of the people, 90 to 99% of people only see your above the fall section and then just skip out on your email. So that's why you want to make sure that you maximize that area. Then after that you want to show like one to three bests sellers or a start here selection basically to guide them towards a specific product or category and when applicable you can show trust builders such as reviews, press mentions, uh expert endorsements, social proof and of course also things uh like risk reversals such as free shipping, free returns, a guarantee that you might

14:06have some warranty that you might have or a free trial. To show an example, this is a welcome flow email that we made for of Art. So, the above default section, super super simple. Welcome to of Art. 10% off your first order. Use code shop 10% off. It's not super fancy, but it gets the job done. It's super easy for people to understand what this is, and people can

14:30just buy straight away from this email. Then, if you scroll down, then we have a small introduction on the brand. We remind them of the discount code again, and we send them towards a specific collection. And we even highlight bestsellers, uh, canvas editions, and some new arrivals over here, and some XL paintings. And then again, the bottom of the email in this case, we remind them again of the discount and discount code with a CTA. So, super easy, super minimalistic, especially for this brand, but it gets the job done, and the

15:02conversion is just crazy. Now, email 1B. So, if someone signs up today, you should not wait 24 hours to follow up. And that's why we sent email 1B eight hours after email 1A because the momentum is the highest on day zero as I showed you before with the graph. So the second email on the same day of often drives a surprising amount of incremental revenue. Trust me, you've tested this many many times before and the results are just insane. And to be honest, it's not that weird and it's also not too much. And I know this is a concern e-commerce brands often have, but we're just simply taking advantage

15:40of the highest intent moment in the entire welcome flow. So the angle of this email is just a simple plain text founder style reminder. So short, direct, and human. So something like, hey, just making sure you saw your code. and then just point them back towards your best sellers, your bundles, your top categories, or just the most logical first purchase that someone can do. So, what needs to be inside? Plain text founder style message, a reminder on the discount code, one or two simple product or category references, and a direct CTA to your to your site. So, this email just works because it feels personal and

16:22intimate. In 2026, as I u explained many many times before in my previous videos, conversational emails, they continue to perform well because your inbox, Gmail, Outlook, etc., they reward engagement and human feeling content. And that's why this plain text email just works really, really well. No email example in here because it's just a plain text email, but based on this information, you probably get a sense of how this email should look like. Then we get into email two and this is where you start increasing the confidence at the sides of your new email subscriber. So we do not want to do this with fluff or with

16:59brand poetry. Uh but we want to do this with substance. So who are you? Why should someone trust you? What makes your brand worth buying from from you over the alternatives that they're looking at right now? So for some brands this can be a founder story. For others, it's their mission statement, quality standards, ingredients, sourcing,

17:20craftsmanship, or a product philosophy. So, it really depends on the niche and brand that you are. What needs to be inside? Of course, a reminder of the welcome discount, a clear trust building narrative, a brand backstory or mission if it actually matters, some founder presence if credible and relevant, and a clear CTA. So, just a strategic note for this one, do not make this email too long. I see this go wrong all the time with like big paragraphs of text. Don't make it too long. The goal is not to tell your entire life story. The goal is to reduce uncertainty and to increase the belief in your brand. So just an

17:56example for a brand called Freddy and Zoe. So we say meet the human behind the cats. Hi, I'm Casper, the founder of Freddy and Zoe. Uh so quick introduction on this person, a picture of the founder with an image of a cat. That always works if you show a path in your emails. and we remind them of the discount code in here. So, a super short personal founder le email from uh from the founder in this case with a reminder on the discount. Super easy, super simple,

18:23but it just works really really well. So, email three, a lot of your email subscribers do not buy from you because they're feeling overwhelmed. They do not know what they should buy from you basically. So that's why this email is super important because you want to guide them towards the first purchase. So do not assume that people know what to do with the discount code you gave to them. You have to tell them. So what needs to be inside this email? One to three best sellers or best connections, a simple benefit product positioning, clear expectations of why these are the best starting points, and of course a

18:59reminder on their welcome gift. So make sure that you talk about benefits, not just about features because yeah, people do not care about the product specs first. They want to know what the benefit for them is. They only care about the outcomes. So an example of an email that we made for uh so a top bar with a reminder on the discount code and then in the email itself, another reminder on there welcome gift and then we say hey go further for longer with these bestsellers and then remind them of the energy bars, energy gels and the drink powders. So, we say, "Hey, 50 grams of plant-based carbs to keep you

19:33moving. That's the benefit. Fast energy with dual carbs for quick absorption and hydration and endurance fuel in one." So, just three best sellers that we highlight in this email. Super simple. Show the best sellers, explain why people need it, and remind them of the discount that you gave them in email one, which leads to email four. So, by this point, if they still have not bought from your brand, it usually comes down to friction. They're hesitating. So now you answer the question they've not asked you directly. So why should they buy from you instead of one of your competitors? Why is the price justified to buy from you? Why should they trust

20:09the quality of your brand? Why should they act now? So what needs to be inside email 4? Your core brand uses the product or category level differentiators, objection handling, and of course again a discount reminder with in this case real urgency. So a clear deadline if applicable. example over here for um a brand called empower nutrition. So again, we have the top bar

20:32with a reminder on the discount code. And then the email itself, we have, hey, the difference is what's in inside. Hint, only the cleanest ingredients. And then in the email itself, we explain why people should buy from this supplement brand and not just from another random supplement brand because of course there's a lot of competition in this market. And yeah, we just explain what the benefits are of using these products. And uh we remind them of the discount codes and we add some urgency to it. So hurry this code expires in 48 hours. What you will notice with the welcome discounts uh codes that we use

21:07we not just use welcome 10 in this case uh but we or use unique discount codes or we use static codes that look like unique codes. Uh so when we do use urgency um it not looks like fake urgency because everyone knows welcome 10 is yeah not going to expire. So that's important to keep in mind. And then we end it with a review as well over here. Now, let's get into email five. And this is going to be a straightforward email. So, we want to use urgency to push for that first time purchase. So, we want to communicate a deadline and show some social proof to

21:39make them feel comfortable buying from you. So, what needs to be inside this email? A clear urgency deadline. So, if in the previous email you used 48 hours left, then of course in this email you say 24 hours left. If you said uh or you have a communicated deadline in a previous email, you can now use 48 hours left. Kind of depends on the strategy that you're going with and then just enter in like one to three good reviews to um yeah support the email. And what I mean with good reviews, often times I see just some generic reviews in the emails. They just say like, "Hey, great

22:10product." But you really want to use reviews when possible of course that highlight a specific painoint, an objection or something that um yeah really grabs the attention from people and makes people feel feel recognized like hey this is me and now this person is using a product and see the benefits of it. Um so really try to find some good good reviews and you can better use one good review than three just some generic reviews. Email six this is the close by. Now the goal is simple. We're going to give them one final reason to act. So, what needs to be inside this email? A final reminder of the offer,

22:46some strong urgency. Again, you can use some reviews or authority signals or risk reversals, whatever fits your brand best and what's the strongest angle. This is also something that you should AB test and highlight what to buy. And this email can work very well either as a designed email or as a plain text email. Uh you basically want to test both and see what works best for your brand. So typically if you do the previous email with like a 48 hour deadline and in this email you can use a 24-hour deadline in the plain text format for example and test it versus a design version as well. What you can

23:19also do if email four was 48 hours left, email five is 24 hours left, email six can be an extended sale, that's like an angle that we use often, and then you send it out as a plain text email from the founder saying, "Hey, we've extended your welcome discount for another 24 hours, but act fast." And that angle works super super well. So like there are like multiple routes that you can take depending on your brand and the results that you're getting. So the real 2026 strategy is to frontload the welcome flow. So if you take one thing from this video, let it be this. Do not

23:53spread your best persuation across two two weeks. So the best opportunity is in within the first 72 hours after someone has signed up. This is where the attention is highest, the brand recall is the highest, the buying intent is the strongest, and the competitive evaluation is happening in real time. So this is when your welcome series flow has the most leverage. So structure your flow around speed rather than spreading it across 2 three weeks. And then a

24:21final tip and that's to add more emails. So should you cap your welcome series flow at just those seven emails? Absolutely not. Because a smart strategy for driving additional revenue is to integrate your top performing evergreen email campaigns into your welcome series flow. So, you just want to take a look at the past campaigns that you've sent and identify which campaigns, yeah, generated the best results for your brand and check if these campaigns are like ever evergreen campaigns. Uh, which means that you they're relevant all year long and you can use them all year long and then if it worked as a campaign, just add them to your welcome flow and

24:55then they should generate some additional revenue afterwards as well. So, that's a quick hack to squeeze out the most outside of your welcome flow. And of course again the momentum is in the first 72 hours. So do not expect like crazy crazy returns on this but it is an easy way to add some additional revenue if um yeah you had some high uh performing campaigns before. So evergreen campaigns it can be how-tos, it can be blog promotions, uh reviews, usually generated content, myth emails, product highlights, uh subscription promos, bundles, gift guides, educational emails. Um, so all these type of campaigns, those are like evergreen campaigns that you can add to

25:32your welcome series flow if they performed strongly as an email campaign. And that's how you create a high converting welcome series flow inside Claio in 2026. All right, so that's the welcome flow done. And if the welcome flow is your best system for converting brand new subscribers, the next flow is all about re-engaging people who already showed some buying intent but weren't quite ready to pull the trigger. Because not everyone adds products to the cart right away. A lot of people that just browse products, they view a product category, check out a few pages, and maybe compare options between you and your competitor, and then they just

26:10leave your store. And that doesn't mean that they're a bad lead. it usually just means they need a little notch and that's where the browse embedment flow comes in. So now let's move into how to build a browse abandonment flow that brings those warm visitors back before they forget about your brand entirely. Let's dive into it. So first of all, what is the browse abandonment flow in case you don't know yet? So it's automated email sequence sent to visitors who checked out a product. So they've been on one of your product pages, but they didn't add the product to their cart. So, it's like saying, "Hey, we saw you were interested. Here's

26:44a reminder." So, what it does, it brings back visitors to the product that they've browsed. It tackles the hesitations by highlighting the benefits or reviews. It suggests complimentary items to spark more interest and boost your revenue by converting browsers into buyers. So, in short, in it's basically your secret weapon for turning Windows shoppers into paying customers. And if you're not using it, you're missing out on the easy wins. and why this flow is

27:12even more important than you think. Basically, because most brands, they obsess over the card abandonment flow. But here's the uncomfortable truth. So, by the time someone adds a product to their cart, they already have a strong intent. The real leverage is earlier in the customer journey. So, when someone views a product page and then leaves, they're not cold. They're just comparing. They're evaluating. They're thinking. And if you don't follow up, they'll buy from one of your competitors because that's typically what we see

27:41when they're watching your product page. At the same time, they have three other tabs with the same product, but then from your competitors. So the browse abandonment flow is how you stay in the decision process and not with desperation, of course, not with instant discounts, but with controlled persuasion. So for brands that care about margin, LTV and structural growth, this flow matters more than people often realize. So the strategic role of the browse abandonment flow, again let's be clear about intent levels. The browse abandonment flow, it's not the same as the card abandonment flow. Browse abandonment visitors, they've viewed the product page, they did not add it to the

28:20card, they're often comparing alternatives, and they're they are in evaluation mode. So it's midfunnel psychology. And that changes everything. Uh you're not recovering a lost sale yet. You're influencing a buying decision. That's a whole different game. So that means that trust matters even more than urgency. Objection handling matters more than giving away discount. And positioning matters more than a promotion. And most brands get this wrong. They just treat their browse abimement flow like a weak cart abmentment flow. And it's just not the

28:52same. It's a trust building mechanism. So that's important to keep in mind. So how to structure a good high converting browse abandonment flow in 2026. So of course first of all the flow trigger it's a viewed product. We have a couple of flow filters. So place order zero times in starting this flow. Check out started zero times in starting this flow. Added to cart zero times in starting the flow and has not been in the flow in the last 30 days to uh have like a cool down period. Then for the structure itself, we typically recommend a fourpart sequence where email one is just a simple reminder. Email two is the

29:31email where we're going to build that trust with your audience. And then email three and four is where we give away a discount. So we're not going to give away discount in email one yet. We first want to convince them in other ways before we give away a discount. Now let me show you how you can build this flow inside your Clavio account. So, we're here in one of our demo accounts and what we're going to do in the left menu, we're going to close. Then in the top right corner, we hit create flow and then start with essentials. You can already see a browse abandonment flow

30:02over here. So, we're going to open this. We're going to call this browse abandonment demo flow and we're going to use template. Then, first we're going to set up all the flow filters. So, uh allow re-entry after time period. So, 30 days, that's all good. Profile filter. So check out started zero times in starting this flow. Place order zero times installing the flow. And then I also like to include added to cart. So this clavio account, this demo account is not linked to a Shopify store. So I don't have the Shopify add toart trigger. If you use the Shopify store, make sure to use the Shopify add toart

30:35trigger, not the API added to cardart. Super important. And then we're going to hit zero times since starting this flow and hit save. And then we have all the correct filters in place. Then the actual flow. So by default, Claffield recommends to wait two hours. I like to always AB test anywhere between 30 45 minutes up to two hours. Uh for demo

30:57purposes, let's keep this at 1 hour. Basically, the closer people are towards their approaches, the sooner you want to email them. So with a side abandonment flow, it's anywhere between two to four hours. Browse abandonment already bit shorter. Our abandonment flow even shorter. Check out our abandonment flow, you can even send it off 50 minutes. So you really want to close that gap. But with the browser management flow, anywhere between 30 minutes to 2 hours is like a good starting point. Then we have email one over here. Going to add another time delay after 1 day. Then we're going to clone this and make email two. This is email two. Then we're going

31:32to clone this one for another time delay and add email three. And then another time delay for email four as well. There we go. And what you want to have in every email is a dynamic product block. So the way you can make this, we just going to in this case we use like Claio's default template. Uh so if you're going to go to the template and hit edit inside the template editor. So this is like the default template that we have from Claio. So we already have the dynamic product block and this just works. So what I like to do is take this dynamic product block and just save it

32:08as universal content and call this dynamic product block browse abandonment below. So we just take like Clavio's um email flow go to email one we save it as universal content and then you can like edit it along the way to make it match your branding. That's just the easiest way rather than setting it up from scratch. This saves you like a lot of time. So now let's get into the flow itself. So, what you might have seen is that we just use a simple structure with four emails and there's no split between non- buyers and returning customers. And we do that on purpose because I always

32:45recommend with the browse abandonment flow to not split between new and returning buyers in most cases because this is where the browse abandonment flow is different from a card abandonment flow where I do recommend to split between returning customers and non- buyers because in a card abandonment flow the intent is high. They added a product to their cart, so they were close. The splitting between first-time buyers and returning customers makes sense over there. But the browse abandonment flow is different. These people are window shoppers. Their buying intent is low. As I mentioned before, they're comparing,

33:17they're evaluating the alternatives. They're probably also looking at your competitors. And because of that, we generally do not recommend splitting between returning customers and non- buyers because even returning customers, they are in comparison mode. That they bought from you before doesn't mean that they're going to buy from you again. They're probably unsure again if they should buy from you again if especially if that first experience was not like topnotch. So for the browser betterments, it's usually beneficial to offer a small incentive in the escalation stage or guide them towards a subscription option if applicable or offer like a bundle angle or present like a compelling reason to uh to act

33:55now even for returning customers. So the goal here is to convert low intent into action and not to protect your loyalty perception. Now there is one exception. So if your margins are extremely tight and I know there are like niches ecom brands out there who do have like super super tight margins then if you can absolutely cannot afford an offer uh to to offer an incentive to returning buyers then you can consider a conditional split. But for most ecom brands who are doing serious volume in all honesty, I think the incremental revenue from the converting browser abandonment traffic just outweights the marginal discount cost especially because these people were not high

34:34intent to begin with. So email one is just going to be a simple reminder. So timing matters. So we want to send this while they still remember you. So again, anywhere between 30 minutes to 2 hours after viewing the product on your website. Email itself should not be aggressive. So, it's not salesheavy. It just simply says, "Hey, you were looking at this. Are you still interested?" And this email alone will probably already recover like a good percentage of high intent browsers who simply got distracted. So, with this email, you're only going to capture like the high intent browsers. So, what needs to be inside a dynamic product block that

35:08shows the product that they viewed, a cla feed that recommends four other products based on the product that they viewed and some social proof. So, reviews, user generated content, etc. So, an example over here. So, still thinking about it. Return to store now. So, above the fault section with a clear headline and call to action. Some body

35:25copy with the dynamic product block. Another call to action. And then you might like these based on like the product they added to the cart. And that's it. Super easy, super simple. Another example is from Giio. So, don't let this delicious moment pass. So, this is a really a visual email. We show the product that they've watched with a call to action and then we show uh some user generated content/res over here. uh to convince people to return to the store and buy these delicious biscatis. So

35:53that's also an angle that you can use. Then email two, that's where we really want to build trust. So if they didn't convert after email one, there is probably some hesitation, which is completely normal in the browse benefit flow. So this email should focus on removing that friction and not by adding pressure. So think like a buyer. If someone is comparing, they're probably

36:14wondering like, is this worth the price? Is this legit? What if it doesn't fit or work or last? Is there a better alternative? So, your job here is not to sell harder. It's to reduce the uncertainty that this potential buyer has. And this is especially critical for higher AOV brands because yeah, they need like a lot more convincing. So, what needs to be inside? Uh first of all, your risk reversals. Any guarantees, trials, uh free shipping, free returns, etc. Any risk reversals that you have, you want to show them inside this email. And if you don't have any strong risk reversals, you just want to focus on social proof and of course a

36:50dynamic product block to guide them back to the product that they viewed. So an example over here from Smokco. So feeling on the fence uh with some risk reversals and social proof over here. We show them the product they viewed with some call to action buttons around it. And then we say, "Hey, your order is 100% risk-f free with three more in-depth reasons why people should buy from this brand." Another example from from apparel outpost. So still thinking about this one fair again a high dynamic product block a CTA and then we give them a really solid reason to buy because every tea they buy feeds five

37:25rescue dogs and let's be honest if you receive such an email you would buy immediately right if your order feeds five rescue dogs. I mean that's like a no-brainer. So a super simple but high converting email for this brand even with added a review over here. Then email three. By the time someone receives email three, we need to be realistic. So they viewed the product, they ignored the reminder, they didn't convert after the trust building and the risk reversals. So this is not forgetfulness anymore. This is just simple hesitation. They don't know if they should buy from your store. And hesitation usually falls into one of

38:01three categories. So it's price sensitivity, it's comparison shopping, or I'll buy later procrastination. So inventory is where we escalate. but intelligently. So the goal is to turn low intent into decision momentum and you have two strong options over here. So option one is a time-sensitive incentive. So we want to introduce a small incentive with a clear expiration date. So keep it at 48 hour discount just a simple email clean design oneclick call to action. So we don't want to over complicate this because this is not about training your audience to wait for discounts. It's about converting the midfunnel traffic that likely wouldn't convert otherwise. So if

38:40your margins are healthy, this is usually worth it for most eco brands. The second option is to push for a subscription model if you have it or a bundle push. So if you have replenishable products, subscriptions or bundles, this is an ideal moment to push them. So instead of discounting your one time purchase, you want to position it as subscribe and save 10%, a bundle and save more, starter kit discount, something like that. So this protects your margins while still giving them a reason to buy from you right now. So what needs to be inside? So a discount with a 48 hour deadline or a subscription/bundle push when

39:17applicable. So you show them a dynamic product block again and optionally you can show them product recommendations with the clio product feed. So show other products that might be interesting to them as well. So an example from sely. So 10% off just for you. Save 10% now. So with some body copy the code over here and then the dynamic road block and play now. So super easy, super simple. Another example from Lost Interiors. Enjoy 10% off today. Use code shop 10% off. Bring it home today with the dynamic product block and a call to action. And you might like these as well with three recommended products in this

39:52case and a reminder of the discount code once again. And then a call to action. And then in the footer bar for this brand since it's a furniture store, we even highlight that they have a physical store to build that trust once again. So that's how you do email three. Then we have email four. So the last chance for the discount. So this is your last escalation. And this is where most brands overdo it. So instead of more banners, more urgency graphics, and more noise, we simplify. So we just want to send a plain text email from the founder. So short, direct and it has to

40:25sound like a human, you know. So because at this stage like heavy design screams automation and plain text just feels personal. So we want to remind them of the discount code that you gave them in the previous email. Want to have some urgency. So only 24 hours left and make it a plain text email from the founder

40:41or another team member from your team. Super simple example. Hi name founder name here. Just a quick note to remind you that your exclusive x% off expires tonight at midnight. TTA, thanks again for checking our brand name and I hope to see you back soon. Super short, super easy, super personal. That's it. It's as simple as that. So, just a strategic reminder, we do not split browse abments between new versus returning buyers in most cases because again, browse betterment is low intent. So, even returning customers are comparison shopping. So, the friction here is not loyalty, it's decision making. So unless your margins are extremely tight, running the same escalation logic for

41:24everyone usually drives more incremental profit. So just a reminder on that, I wouldn't recommend splitting this flow. But this is like the highest converting browse embedment structure that you can use for your ecom store in 2026. So now you've seen how to use the browse embedment flow to re-engage people who look at products but left before adding anything to the cart. This flow is powerful because it helps you to recover shoppers who are clearly interested in your brand but still early in the decision making process. Maybe they got distracted. Maybe they were comparing options. Maybe they just weren't ready yet. But there's another group of people

42:03you need to pay even closer attention to. These are the people who didn't just browse, they added your products to their cart and that changes everything because now the buying intent is much stronger. And at this point, the question usually isn't are they interested, it's what stopped them from finishing their checkout. And if you get that flow right, this is often where you can recover some of the easiest revenue in your Cavio account. So next, let's build your abandoned card and check out flow. So this is the structure that in general I recommend for e-commerce brands. So the flow trigger first of all is of course addit to cart or check out

42:42started as I explained. Uh there are some flow filters that you should uh set up. So place order zero times installing this flow. Check out started zero times in starting this flow. Uh which is only for the cart abandonment flow by the way and has not been in the flow in the last 30 days. So the general flow that I recommend email one is just going to be a simple reminder. So did you forgot something? We show uh the product that they added to the cart and we show them some risk reversals. Uh, one day later, we sent email two. So, a personal check-in, which is just a simple plain

43:17text email from the founder. This works super super well and it just needs to be like a casual reminder like should feel like a one-to-one email from the actual founder. So, not salesy in any kind of way. Email three is going to be more of objection handling. So, highlight the benefits of your brand and the product. show the name product blocket again and give people a reason why they should buy from you and not from one of your

43:43competitors. After that, we want to make a split between non- buyers and returning customers. Uh because what I see go wrong all the time is that ecom brands are giving the same discount to returning customers as that they were giving to non- buyers. While returning customers, they already know and trust your brand. They already bought from you. So they don't need a discount um to convince them to buy from you. Often times they're just distracted. Um so I'm always a big fan of making a split between non- buyers and returning customers where to non- buyers since they don't know you that well a yeah financial notch can definitely help

44:20them. So give them a discount. Um so we sent two emails to them. First, the opener, discount opener with a 48 hour deadline and then one day later the final discount reminder with a deadline of 24 hours. And this can be a plain text email from the founder. Again, for returning customers, I just want to have one email, a plain text check-in from the founder where you just offer support. Again, those are like returning customers, so they don't need a discount. But if you're like, okay, my ecom brand has like solid margins. I'm okay with giving away discount to returning customers as well. Optionally, you can still offer them discount, but I

45:00would always recommend to at least give them like a smaller discount. So, let's say you give 50% off to your non- buyers. For returning customers, you can give five or 10%. And if you do give a discount, of course, one day later, I would follow up with them with like a final discount reminder. So this is like

45:17the general structure that I recommend. Now let's dive into a demo account, Clave account, and show you how to set it up yourself. So we're in one of our demo accounts. So what you're going to do in your Clave account in the left menu, you're going to flows. And then in the top right corner, I'm

45:34going to hit create flow. And over here, you can see the essentials. But unfortunately, card abandonment flow is not over here. But if we search for cart, you already can see the right flow. So um so if you have a Shopify store, I would always recommend to use the Shopify added to car trigger. For this demo purposes, I don't have this account linked to a Shopify store. So I will use the basic added toart trigger. But keep in mind if you're using a Shopify store,

46:03use the Shopify add to car trigger. I'm going to click on this one. This one has uh the manual icon. So this is not the one that you should be using where this is just purely for demo purposes. So we're going to call this abandoned card demo flow use template. And then first of all I like to set up all the flow filters. So first of all we see checkout started zero times installing this flow and place order zero times installing this flow. So those are already like two of the triggers that are recommended. And lastly, what I like to do is uh has not been in the flow in

46:38the last 30 days. So, um that's what you can set up in here. So, 30 days and then we hit save. And then we have all the right filters in place. And then we're going to build the actual flow. So, um by default, Clavio is recommending to wait 4 hours. I think that's way way too long. I always recommend testing something between 15 minutes up to 1 hour. Uh so

47:04for this example, let's use 30 minutes. Basically, the closer you're getting to uh someone to purchase, the sooner you want to send them an email. So, for example, with a side flow, we want to wait a couple of hours, but with a cart and abandoned checkout flow, um yeah, we want to only wait like 15, 30 minutes or max up to an hour. That's of course something that you should AB test along the way. Uh we're going to skip out on the SMS for now. So, I'm just going to

47:33move email one over here. And let's remove the conditional split. There we go. So, after 30 minutes, we're going to send email one. Then one day later, we're going to send email two. Then one day later again we're going to send email three.

48:09Let's call this three. Then we're going to add another time delay. And then we're going to make a split. So what we're going to say what someone has done has placed order at least once over all time. So if yes, it means they are a returning customer.

48:50So this is email for returning customer. So again I would recommend to not use a discount over here or if you give a discount use a lower discount. And then on the right side this is going to be for non buyers or first time buyers. But at this point they are a non- buyer. And then for them we want to have two

49:20emails with a discount in it. So going to add a time delay. And then we're going to add email five.

49:41There we go. So this is the structure that I would recommend for the abandoned card flow. And now we're simply going to duplicate this and make the abandoned checkout version as I explained before. So we're going back to the cart flow the demo flow. We're going to hit clone over here. We're going to call this abandoned checkout demo flow. Continue. And now we have to change the trigger. So instead of addit to cart, this is going to be checkout

50:14started. Super important. There we have it. So the only thing that we need to change over here because the structure is going to remain the same. We just want to remove one filter. Check out started zero times in starting slow. We don't want to have this over here because this is checkout started. So it is important to remove this one. Hit save. And there we go. Other than that, it's completely the same. And this is how you set up the abandoned card and check out flow inside Claio. Now, let's walk through what needs to be inside every single email. So, email one just has to be a simple reminder. So, this

50:54one goes out fast, like 30 to 1 hour after bedment or sometimes even 50 minutes. With the benefit checkout, I think 50 minutes can also be good. Um, basically, no drama, so no discounts, no overselling. It's just a simple reminder because keep in mind most people when they added a product to the cart and they don't finish the uh um the checkout

51:16or they don't buy from you immediately. It's not because they say no to you, they just simply got distracted. People are on the phones, got a thousand things going on in the live. So they just got distracted. So this email is extremely extremely simple. Just a simple reminder. Show a dynamic product log and show the risk reversal. So any guarantees, trials, free shipping, free returns, anything that you have within your store that can convince people to buy now, you should have it inside this email. So an example over here. So if you're getting something that looks like he left something tasty behind, uh the name of Prolock over here, complete my

51:56order. Why spice parts with three reasons? Complete my order. And that's it. So super simple reminder, but this will convert like the majority of the people who just got distracted. So at least you got those covered already and they will buy immediately. Email two, this will be a plain text checkin. So um here's something that most ecom brands completely ignore. Like not everyone needs persuation. So not everyone needs social proof and not everyone needs a discount. So I'm not the biggest fan of giving away discount code as soon as possible. So that's why the first three emails are not giving away discounts. We want to protect your

52:35margins. Um so sometimes people just need another reminder because they open the first email and then they thought, yeah, I'll come back later and then just life happened. So email 2 is not a heavy designed email. It's just a plain text founder message. Uh the tone is simple. So yeah, hey, you left something behind. Everything good? That's it. So again, no real pressure, no flashing banners, no discounts yet. Just a short human check-in basically. So the angle that we like to use is something like, "Hey, noticed you were checking out this product. Just wanted to make sure you didn't run into any issues. Uh, by the

53:12way, here's why people love us." So then you briefly reinforce what makes your brand uh strong, your your core differentiator, your guarantee, your speed, your quality, your your customer experience. And yeah, basically whatever what makes you generally stand out from your competitors. So keep it short. Don't use too long of emails. So two to three short paragraphs max and end with a simple call to action. So here's your card if you still want it. And um yeah, this email just works really really well because it feels human. It's not overly salesy and it doesn't feel like an automation. And especially in 2026 now with Gmail's AI inbox prioritizing

53:54conversational emails. Yeah, this style of emails perform incredibly well. So what needs to be inside? So just your risk reversals. So highlight those uh and if not show some social proof if you have like strong um authority or social proof. And again it's just a plain text checkin from the founder. So super casual and that just performs really well. Then email three. Now, we're going

54:19to hit them with a different angle. We're going to do a bit more objection handling. Um, because by the time we get to email three, we're 3 days later, we need to be honest. If they didn't buy after the reminder and after the founder checkin, uh, there probably is some friction and friction kills conversions. So, this email is not just about our brand is awesome. It's about addressing the real objections that are stopping someone from buying from you. And every brand has them, of course. So, it can be

54:48something like, is it worth the price? Uh, how long will shipping take? Uh, what if it doesn't fit? Uh, what if it doesn't work? What if it's not as good as on the photos? Those are all concerns that people might have when they want to buy from you. So, this is the stage where you attack those objections headon. Um, so emotry should highlight your strongest USPS, but frame them as answers to objections. So, for example, if price is a concern, explain the durability, the warranty, the long-term value. If trust is a concern, show your guarantees, the certifications you might have, press mentions. If comparison shopping is happening, explain clearly

55:28how you are different from your competitors. So, if you handle your objections properly here, you'll recover a surprising number of cards without ever having to offer a discount to them. And again, that protects your margins. And that's the whole point. I mean, it's super easy to make an abandoned card flow where you just slap on a 20% discount in email one. Yes, it will generate revenue, but it will also destroy margins. And that's just not what we want. So again, what needs to be inside? So brand USBs or specific benefits of the product that they added to the card. Uh objection handling and a dynamic product block. So an example

56:05over here from Smokco. So here's why customers choose Smokco. Return to my cards. uh your safe card waited in MA pro. It looks like your card is still waiting. And then we show like a couple of um risk reversals/ USPS. So British made quality because that's a huge concern for people when they buy uh such things. Uh they're scared that like Chinese made. So that's why British made

56:28quality. Uh 8% cheaper than cigarettes. So like the price concern, 100% BPA free because that's often a concern and highly rated service. So, a bit of social proof over here and then a call to action once again. So, super simple, super easy, but it does convert without giving away a discount. Then we get into email 4. Uh, first the non-bio version. So, for people who never bought from your store before, so we do want to give them a discount uh because yeah, we're at the escalation

57:00stage. So, now let's get into email 4. So, first of all, the non-bio version where we're going to give a discount to people who've never bought from you before because yeah, we're now at the escalation stage. Uh, this support email 4 should only go to people who have never purchased before. So, in Claio, you add a conditional split as I just showed you. Uh, and for non buyers, yeah, this is where we introduce the incentive to them. uh up until now, of course, we've handled basic reminders, we've handled their objections, we done some trust building, and yeah, if they still haven't converted, they probably need a financial notch. So, if they

57:37still haven't converted, they probably need like a financial notch. So, I is just a clean timesensitive discount. Keep it simple. That's what it is. People just want a discount. That's it. So, what needs to be inside? Discount code with a 48 hour deadline. We do want to use some urgency. Um, so product block and optionally you can also show some product recommendations with the Clavio product feed. So an example over here for silly uh take 10% your off your

58:06card. Yes, please use code shop 10% off. Complete your order before it's loss with a dynamic product block. Another CTA and that's it. Super easy. Uh we don't want to over complicate these type of emails. Then email five. So this is for non- buyers. So the discount will be ending after this email. This the last push and it should be a plain text email because we sent a couple of designed emails again. So now we just want to have like a plain text super short direct email, plain text email from the founder. And again, this email just works because it feels human, doesn't feel like automation. And uh it closes a

58:42surprising amount of revenue, especially for first-time buyers uh who are 90% convinced, but yeah, they just needed a deadline. Again, this part is only for the non- buyers. So, what needs to be inside? Yeah, a reminder of the discount. So, give them the discount code urgency. So, there's only 24 hours left now after this email. And it should be a plain text email. Here's a super short uh example. So, hey, it's Melanie here, founder of Spice Bots. Uh just a personal check-in. Good news, you can still claim your offer with 10% off. Use code blah blah blah. A CTA finish my order. And that's it. Super short, but

59:21it works. Then finally, we have email four for returning customers. Uh so again, if someone has already bought from your store, we don't want to give them a discount. We just want to offer support. Um yeah, the strategy just changes because if they already bought from you, they already trust you, already know the product quality, and they don't need aggressive persuasion. So instead of jumping straight to a discount, I prefer

59:47a plain text founder email here as well. So very simple, very human. Uh so just an email like, "Hey, saw you were about to grab this. Just wanted to check in everything good. Let me know if if you have questions about sizing, specs, delivery, whatever." So yeah, it should really feel like a concierge level

1:00:06service. And especially for like higher AOV brands, uh this performs extremely well because then they really want to have that service that they would normally get in like a physical store. And uh yeah, at this stage friction is usually about details and not necessarily about trust. And optionally again you can include a small incentive over here if your margins allow for it. Uh but if you do, it should always be a smaller discount than what you offer to the non- buyers. So, if non- buyers get 10%,

1:00:38maybe your returning customers get 5%. Because again, they already know the brand and you don't need to train your loyal customers to expect full discounts every single time. We don't want discount seekers. We just want loyal customers that like your brand because of the quality and just the overall experience. So what needs to be inside a plain text email from the founder where we offer support and optionally if your margins allow for it you can give a small discount and if you do give a discount then of course you also need an email five for returning customers where uh yeah we're saying that the discount is

1:01:14ending. So you can use like the similar structure as email 5 for non buyers and that's the structure that we recommend for an abandoned card and abandoned checkout flow. All right, so now we've covered the flows that help you convert traffic into customers. But a lot of ecom brands make the mistake of stopping there. They put all their attention on acquiring the sale and then completely waste the most valuable moment in the customer life cycle, which is right after someone buys. Because post purchase is where you shape the customer experience, where you reduce buyers remorse, increase retention, and set up a second order. In other words, this is

1:01:54the flow that helps turn a one-time customer into an actual customer relationship. So, with that in mind, let's move into the post purchase flow. So, first let's talk about the importance of the post purchase flow. And the main reason is that it drives repeat purchases. So, the post-purchase flow is one of the most effective tools for turning one-time buyers into repeat customers, which directly increases your store's revenue, of course. And research shows that retained customers are nine times more likely to convert compared to new ones. And additionally, repeat customers spend 67% more than new customers. So again, it is super important to make sure that your first

1:02:37time buyer gets converted into a repeat customer. Plus, what we typically see with most ecom brands is that most returning customers buy within 30 days after their initial order. So if you want to improve your first to second time purchase rate, you have to do this within the first 30 days. As you can see on this screenshot from one of our clients, you can see how the first to second purchase rate is and what the time between order is. Typically, we see

1:03:06that this is within the first 30 days. Same for for this brand. So that's your biggest window of opportunity. And besides that, the post purchase flow is also super important to make sure that you can reduce your returns to maximize your profit margins because bias remorse is a major reason for returns which directly cuts into your profit margins. And a well-crafted post-purchase flow can minimize this by reinforcing the value of the purchase that they did. And data shows that 95% of the customers who receive proactive post-purchase communication are less likely to return their product. So providing usage tips, care instructions, building excitement in your post-purchase emails reduces the

1:03:50doubts that your new customer can have and it helps ensure customers are satisfied with their purchase. So few returns means more revenue that stays in your pocket. So with that being said, let's go into the post purchase flow structure and this is like a typical structure that we like to use. So the flow trigger of course is place order. There are two flow filters that we like to use which is place order zero times since starting this flow which means that if someone did a purchase receives the post purchase flow but does another purchase they won't receive the rest of the post purchase flow because that

1:04:26second purchase will already trigger the post purchase flow. And the second filter is canceled order zero times since starting this flow. So if someone purchase gets the post purchase flow but then cancels their order, they won't receive the rest of the flow for for obvious reasons. Then the flow structure itself. So typically we like to have a split between first time and returning customers. And in this example, you see we only have like one split, but of course you can make multiple splits between first time buyers, second time buyers, third time buyers, four-time buyers, etc. For some brands, it does make sense, but for the majority of the

1:05:01brands, it's already good to at least start with first- time buyer version and a returning customer version. So, the first email, we like to send it after 10 minutes after their initial purchase, not immediately because they already receive the transactional emails via your Shopify or Hookcommerce account with like their order details and shipping information. So, you don't necessarily have to email them right away. So that's why we always recommend to wait like 10 minutes and this first email is just a thank you email. So we thank them for buying. We give them the most important information and we already try to cross-ell them. Then 2 days later we sent them email too which

1:05:38is basically an email where say hey your order is on its way. Of course it also depends on your shipping times but yeah we just want to build excitement and again we want to try to cross-ell them to get them to buy again. Then we have like a split based on the product category or based on the product depending on the size of your business and how many uh products you have. And with this email, we specifically want to give them more information about how to use the product in the best possible way. And of course, only if it makes sense for your brand. For example, if

1:06:08you're an apparel brand, this can be a lot more basic with just simple care instructions and you don't need those kind of splits. But if you have more of a technical product, it can be super interesting and super good to have like in-depth how-to guides to prepare people for their delivery and again build that excitement as well. The emails after that are more optional. So if social media is important to you and you're active on it, that's like super important as well. You can do a social media push because the more touch points you can have with your customers, the better it is to increase your repurchase

1:06:39rate. So if you have them on your email list, on your SMS list, on their social media, via different channels, um you can reach them in multiple ways. And again, this is just good to build a relationship and to increase your repurchase rate. Same for your loyalty system. If you have a loyalty system, push it uh as well and show them the perks that they have with your loyalty system. And then the last email typically uh this is when they already received your product uh is a personal check-in a plain text email from the founder where you ask them how did everything go with their order and again

1:07:12you want to cross up them. So this is like a good structure that we typically like to use for for our own clients as well. Before we move on, a quick reminder. If you want our exact post purchase flow map, the email outlines and copy framework. You can download our free post purchase playbook via the link in the description. Or if you want more Clavio tutorials like this, make sure to subscribe to the channel. All right, let's continue. So, how do you set this up in your Claio account? Well, it's pretty simple. In your Clave account, we're in a test account. In the left menu, you go to flows and then in the

1:07:46top right corner, you hit create flow. And over here, you can already find like the default flows from Claio. And we already see post purchase follow-up order count split. Then if you click on it, you can already see like a split that Claio is using and a default flow. So let's call this post purchase demo and use template. And once it loaded, we're going to the trigger and we got to make sure that we have the right filters. So what someone has done has placed order zero times since starting this flow. And what someone has done person has canled order zero times since starting this flow. Then as I mentioned,

1:08:27we're not going to wait a day. We're going to wait 10 minutes before we send out email one. And we're going to have a split where it says conditional split has placed order equals one overall time. If yes, it's a new customer. If no, it's someone who has done like multiple orders. And as you can see in this default flow, they also have like a split for two times. So if it's no, then they have done like at least three purchases. So that's also a split that you can use. And when you send out emails in this flow, always make sure to turn off smart sending. So skip recently

1:09:00email profiles. You want to turn this off because yeah, if someone just did a purchase at your store, you do want to make sure that they get every single email of you. And let's say you've sent them a sale email and they bought via that email uh and it has been sent like I don't know within the last 12 hours, then they wouldn't receive this post purchase flow and that's of course not what you want. So always make sure to turn off smart sending for every single email in this flow. And that's how you create a simple flow structure for your post purchase flow. Now, let's dive into

1:09:32every single email and how it should look and what should be inside every single email. So, the first email is just a super simple and basic thank you email. So, this first email sets the tone for the post-purchase experience. And typically, we like to use a plain text email directly sent from the founder. And for first-time buyers, this is your chance to make like a memorable impression. So, you want to thank them for trusting your brand and reassure

1:09:57them that they made the right choice. For returning customers, of course, it's all about expressing your gratitude for their loyalty and reinforcing the value of their decision to come back to your brand. And again, you do want to make sure that those emails feel genuine and tailored towards their specific situation. So, typically what you want to have inside is just a thank you. You

1:10:17want to confirm their order progress. So, offer support and tell them what they can expect from you from from your brand. Of course, they already received the transactional emails with like specific information, but still it's good to give like an general overview of what to expect. And optional, you can already like cross-ell them to increase the average order value because again, the biggest window of opportunity is within the 30 days. And we see that with email one, if even if we just include the link to your website, it already gets like a really good place to order rate because yeah, people just ordered and maybe some other products could be

1:10:52super interesting for them to buy as well. So you can recommend a specific product as well and yeah, we've seen some great results with that. So just a couple of examples over here. Again, it's all plain text and it's pretty short. You just want to thank them. again get some shipping information and you want to lead them back to your website to again cross-ell them with a specific product or to get them at least back to your store. Over here you can see some subject line ideas as well. But again, if you want to download this post purchase guide for free, just click on the link in the description below. Email

1:11:23two. So this email is all about the order being on their way. So typically it's sent like 2 days after the first email and we just want to reassure them that their order is on their way. Again, we just want to reduce the buyers remorse. So, this email is really designed to build excitement about the purchase while also addressing any lingering bias remorse by reminding them of the value that they will soon experience, of course. And also, you can use Clavio's product feed to recommend complimentary items. So, you can already try to cross upell them to boost again that first to second purchase rate. So,

1:11:56what needs to be inside this email? reinforce the value of the purchase, build excitement for the delivery, and include recommendations uh either with static product blocks or with Claio's product feed. So, just some email examples over here. So, flavor on the way, your spice bots are on the way. We're excited for you. Uh while you wait, check these out. So, we highlight some refills, a cookbook, a candle, and just a kit. So, that's a way that you can do it. Uh, another example. So, complete your fitness nutrition. Treat yourself to something extra. And, uh, with this email, we just show combinations that really go well, like

1:12:30the isolate with creatine or the multivitamin with the collagen or the isolate with the collagen plus. So, these are all bundles that we recommend, and this way people can complete their stack. Um, another example where for this saber brand where we say, "Hey, explore more sabers." And we show them recommended sabers based on their initial purchase and we show them the mystery saber, which works really, really well because people are curious

1:12:55about that. So, it creates a curiosity. And of course, always end with like a shop all button to at least get people and get traffic to to your store. Again, some subject line and even preview text ideas over here. Then, email three. This is more of a how-to email and this email is split based on the product or based on the product category that the customer has ordered. We want to be as specific as possible and we don't just want to send like a generic email that's not applicable to someone's order that would really hurt the customer experience. And the goal really is to help them out get the most of their

1:13:28purchase. So we just want to provide them with valuable tips and guidance and this will reduce the likelihood of returns. It will improve the customer experience and you basically show your customers that you genuinely care about their satisfaction. So what needs to be inside? Personalization based on their purchase, clear actionable product tips. Uh again, reassurance that they made a good choice and optional links to frequently asked questions, manuals, videos, stuff like that. So an example, getting started with your smoker ecigarette. So, how to use your ecigarette in three simple steps uh when to change your refill and uh information about recharging your battery. So, for this brand, uh this is like super

1:14:09valuable information to share with new customers. Another example for this tea brand, uh we show them exactly how to brew and we link them to a blog where they can find more information about temperatures and steep times and stuff like that. Then, email four. So, this is optionally a social media push and this encourages customers to follow your main social media channel. Um, again, super important to have like multiple touch points via different channels with your new customers. So, yeah, it's just a simple invitation to follow you on social media. So, for this brand, we say, "Let's get social, join the silly party on social media, follow now." And

1:14:46they can even win some money if they tag your brand. So, that's also a good way. And over here for Sav Pro, be part of the Galaxy. So follow on Instagram or follow on Facebook. Email five. Again, optionally a loyalty system push. So this optional email is a great way to introduce your loyalty program and explain the benefits of joining it. So by encouraging your customers to enroll, you can boost the customer retention and incentivize repeat purchase. Loyalty systems, I think, are going to be super important in the upcoming years. So definitely recommended to first of all have a loyalty system and to push it inside your post purchase flow and this

1:15:22is how it can look like. So earn points, save money with smoke points. You can earn rewards every time you shop, review and refer a friend. And yeah, we have uh a quick explanation over here and we guide them towards a page where they can find more information. The main thing that you want to make sure of is that you immediately make clear what the benefit is for your customer on why they should join your loyalty system because people will only join it if there's a clear benefit for them, which usually is like discounts that people can get. And then finally, email six. This is the

1:15:56personal check-in and one of the emails that generates the most amount of revenue to be honest. just a personal touch point with the founder with a plain text email to make sure that the customer experience was all smooth. Everything went smooth with their order. So, it just shows that your brand generally cares about the satisfaction. And in addition to offering support, this email can encourage your customers to make another purchase if they're happy with their initial purchase, of course. So just a simple email like this, couple of lines and we just guide people towards the website and you just want to offer support and make sure that

1:16:28everything went well with their initial purchase. So those are the core clavia flows I want to place for pretty much any eco brand. We've covered your welcome flow, your browse abandonment flow, your abandoned card flow, your abandoned checkout flow, and of course your post purchase flow. And together, these five flows cover the most important moments in the customer journey. If you set these up properly,

1:16:52you're not just sending more emails. You're building an actual system that captures new leads, recovers missed opportunities, convert high intent shoppers, and increases customer life and value after the sale. And that's really the big takeaway here. Before you go chasing advanced tactics, fancy automation ideas, or a bloated flow setup, make sure these core flows are dialed in first. For most ecom brands, this is where the vast majority of the opportunity is. So, if you want to build a Claio account that actually drives revenue, start right here, implement these flows properly, and then optimize from there. And if you found this video helpful, make sure to subscribe to the

1:17:33channel and check out all my other Clay tutorials if you want to go deeper into signup forms, campaigns, email deliverability, and the rest of your email marketing system. For now, I want to thank you for watching this video, and I'll see you in the next