You have welcome series, abandoned cart, post-purchase, winback. Those are table stakes.
These seven flows target higher-intent behaviors and lifecycle moments where most stores leave money on the table. Each one includes a recommended incentive - usually store credit, not a discount code - to drive repeat purchases without training price sensitivity.
1. Active On Site (Intent Signal)
Trigger: Customer visited site, didn't view products, didn't add to cart, didn't purchase.
Goal: Convert browsers into buyers.
Timing: 24-48 hours after visit.
Flow:
Email 1 (24 hours): Introduce product categories, show best-sellers.
Email 2 (48 hours): Offer $5 store credit as nudge.
Why it works:
Visitors who return to your site multiple times (even without action) have some interest. A small credit removes friction for first purchase.
Incentive:
$5 store credit > 10% off. Credit converts to full-price sale + future visit (when they use it). Discount trains them to wait for sales.
2. Expected Date of Next Order (EDNO)
Trigger: Klaviyo predicts when a customer is likely to repurchase based on past behavior.
Goal: Capture repurchase intent at peak likelihood.
Timing: 3 emails over 10-15 days, starting just before EDNO.
Flow:
Email 1 (7 days before EDNO): "Time to restock?"
Email 2 (EDNO): Product recommendations based on past purchases.
Email 3 (5 days after EDNO): Gentle reminder + $5 store credit if no purchase yet.
Why it works:
EDNO is predictive - Klaviyo knows when customers historically reorder. Timing beats random campaigns.
Incentive:
Email 3 only. First two emails are behavioral (no discount needed - they already want to buy). Email 3 adds credit as final push.
3. Subscription Upsell
Trigger: Customer made 2+ purchases of same product (or similar items) within 60 days.
Goal: Convert repeat buyers into subscribers.
Timing: 30-45 days after second purchase (repurchase window).
Flow:
Email 1: "Save with a subscription" (highlight savings, convenience, flexibility).
Email 2 (7 days later): Offer $10 credit on first subscription order.
Why it works:
Customers who buy the same thing twice are subscription candidates. Credit makes switching from one-time to subscription frictionless.
Incentive:
$10 credit on first subscription order. Pays for itself if subscription LTV exceeds one-time buyers (which it usually does).
4. Post-Purchase Upsell (Same-Day Repeat)
Trigger: Customer completed purchase.
Goal: Capture immediate momentum for second order.
Timing: Send first email 2 hours after purchase, second 48 hours after.
Flow:
Email 1 (2 hours): "Forgot something?" Recommend complementary products.
Email 2 (48 hours): Offer $10 credit for next order within 72 hours.
Why it works:
Highest repeat-purchase day is the same day as the original purchase. Customers are in buying mode.
Incentive:
$10 credit with 72-hour expiry. Urgency + limited window = higher conversion. Compare to "15% off" - credit keeps the purchase at full price and brings them back again when they use the $10.
5. Loyalty Program Engagement
These flows run if you have a loyalty/membership program (like memberr):
A. Join Invitation
Trigger: Customer made first purchase, not yet a member.
Goal: Enroll in program.
Timing: 3 days after first purchase.
Incentive: "Join and get $5 credit instantly."
B. Welcome to Program
Trigger: Customer joined loyalty program.
Goal: Explain benefits, encourage first redemption.
Timing: Immediately after enrollment.
Incentive: None (they just got join bonus).
C. Tier Unlocked
Trigger: Customer reached new loyalty tier (e.g., Silver → Gold).
Goal: Celebrate milestone, reinforce value.
Timing: Immediately after tier upgrade.
Incentive: Bonus credit for reaching tier (e.g., $20 for Gold).
D. Points/Credit Reminder
Trigger: Customer has unused credit/points, hasn't purchased in 30 days.
Goal: Drive redemption.
Timing: Monthly.
Incentive: None (reminder only - they already have credit).
Why it works:
Gamification + rewards = repeat purchases. Members spend 2-3x more than non-members. These flows keep the program top-of-mind.
6. Subscription Churn Prevention
Trigger: Subscriber reaching milestones (3 months, 6 months, 1 year) or showing churn signals (paused, skipped shipment).
Goal: Prevent cancellation.
Timing:
- Milestone emails: At 3, 6, 12 months.
- Churn signal: Immediately after pause/skip.
Flow (Milestone):
Email: "You've been with us for 6 months! Here's $15 credit as thanks."
Flow (Churn Signal):
Email 1: "We noticed you paused - need help?"
Email 2 (7 days later): Offer $10 credit to resume subscription.
Why it works:
Subscriptions churn at predictable points (3-6 months). Proactive rewards reduce churn. Churn signals (pause/skip) let you intervene before cancellation.
Incentive:
Store credit, not discount. Discount devalues the product. Credit says "we value you."
7. Review Request
Trigger: Customer received order 5-7 days ago.
Goal: Collect reviews (social proof increases conversion 10-30%).
Timing: 5-7 days post-delivery (enough time to use product, not so long they forgot).
Flow:
Email 1: "How's your [product]?"
Email 2 (7 days later, no review): Gentle reminder.
Incentive:
$5 store credit for text review, $10 for review + photo.
Why it works:
Reviews drive conversion. Credit incentivizes action without paying for fake reviews (offer same credit for 1-star or 5-star - honesty matters).
How:
Use Shopify Flow + memberr to auto-reward reviews. See Store Credit for Shopify Product Reviews.
Why Store Credit > Discount Codes
Most flows default to "15-20% off" as the incentive. This trains customers to wait for discounts and erodes margin.
Store credit is better because:
- Full-price sales: Customer pays full price, credit applies as payment (not a discount).
- Repeat visits: Credit must be spent in your store (not elsewhere). It guarantees a return visit.
- No discount conditioning: Customer doesn't learn to wait for 20% off. They learn "I get rewarded for engaging."
- Margin protection:$10 credit at 40% margin costs you $4. 15% off a $60 order costs you $9.
Use discounts for acquisition (new customers don't know your pricing). Use credit for retention (existing customers do).
These seven flows fill gaps between the basics. They target high-intent behaviors (Active On Site, EDNO), lifecycle moments (subscription churn, tier unlock), and actions you want more of (reviews, repeat purchases).
Set them up once, let Klaviyo run them automatically, and measure incrementality: are these flows driving behavior that wouldn't happen otherwise?
For deeper Klaviyo + store credit setup, see Klaviyo Flows for Store Credit.