An Introduction to Flows

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Welcome to the Course

Welcome to your introduction to flows. In this course we'll cover all of the basics that you need to get up and running with flows quickly.

Why Are Flows Important?

Flows are Klaviyo's version of email automation. Flows let you create personalized experience for all your different types of customers, and send highly personalized messages that trigger off of customer events.

We've got an excellent guide in our Help Center on getting started with flows. In fact, we recommend that all of our new employees memorize it!

We'll link subsections of this guide throughout the course, but if you want to get a head start, you can read ahead.

Tour of the Flow Library

Don't start from scratch. Your Klaviyo account comes with an entire library of flow ideas. Take something off the shelf and then tweak it to meet your specific needs.

Looking to read through more best practices and examples? Our Help Center has got your covered.

Tour of the Flow Builder

Take a tour of the flow builder and get familiar with all the basic flow components.

Flow filters and triggers can be a bit confusing at first. Read all the details in these guides:

Read up on all the details of each flow component.

Building an Abandoned Cart

Abandoned Cart flows are great money makers, and easy to set up.

Check out our documentation on some of the topics mentioned in this video:

Building a Welcome Series Flow

Your Welcome Series flow is the perfect way to nurture your new subscribers and introduce them to your brand.

Read up on the features mentioned in this video:

Evaluating Your Flows

Now that your flows are sending, where can you go to measure how well you're doing? There are two main places you can check your flow metrics in your Klaviyo account:

  • The Analytics Tab (Flows Overview)
  • The Flow Email Analytics page

Let's look at each of these options.

The Analytics Tab (Flows Overview)

Klaviyo's Analytics tab comes with 4 default views of your account's metrics. One of these views, the Flows Overview, is a great way to get a higher level view of all your flow email performance on once screen. You'll be able to compare different flows side by side, and measure the overall health of your total flows email.

Once you're comfortable with the Flows Overview, you can build out a custom view of your flow metrics, and pull in metrics from other integrations or other areas in your account. Check out our course on Customizing your Analytics Dashboard for a deeper dive.

The Flow Email Analytics page

Every flow email has a dedicated analytics page to help you dig into specifics. When analyzing a particular flow, you'll want to dig into each email to better understand what's working and what needs improvement. For example, if the last email in your Welcome Series is not getting opened, then maybe you need to add an incentive, or remove it from the flow.

And important aspect of the Flow Email Analytics page is the conversion metric. You can change this metric depending on the type of conversion you're trying to measure.


For example, if the purpose of your email is the generate revenue, then you should set your conversion metric to Placed Order. On the other hand, if you're trying to generate product reviews, drive traffic, or even measure clicks, you should use other metrics like Active on Site or Clicked Email.

How to Use Your Flow Metrics

Now that you know where to find your numbers it's time to put them to use. Start with the Flows Overview on your Analytics tab and gauge if your flow are performing to the level that you're expecting.

For flows that are performing well, consider the following questions:

  • Is it the content, subject line, timing, or trigger that contributes to my high open or conversion rate?
  • Are there elements in this flow that I can use or emulate in my other flows?

For flows that are underperforming, consider the following questions:

  • Have I A/B tested to content and subject line, or experimented with different send times, to isolate the issue?
  • Is there a specific point within the flow where opens, clicks, or conversions begin to drop off?

Let's look at a few specific metrics to watch.

Open Rate

A strong open rate is a good indicator that your flow is targeting the correct audience. If you're not seeing high opens, then consider the following ideas:

  • Change your subject line. If you're not sure what to write, try A/B testing different ideas.
  • Ensure that your lists are clean and your signup forms are using double opt-in. This increases the chance that the contacts you're sending to are higher quality and more likely to open.

Click Rate

A strong click rate is a good indicator that your content is appealing to your audience. If you're not seeing high clicks, consider the following ideas:

  • Modify your call to actions to better align with the mission of your business, they style of your website, and your customer's expectations.
  • Match your content to successful content on your website (copy themes and ideas from popular pages, products, or posts from your blog or social media).

Spam Complaints and Bounces

If you're seeing high spam complaints or bounces, you need to improve the quality of your contacts. You can do this by ensuring that you've cleaned inactive contacts out of your lists and enabled double opt-in on your signup forms. You can also assess your signup form strategy. Your signup forms promise something to your customers. Your email content should deliver on that promise so that your customer's expectations are fulfilled.

Getting Started Resources

Just getting started? Check out these docs and other resources to get your flows up and running:

Ready to take your flow game to the next level? Check out the following docs and resources:

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