Free blueprint · 8 flows · with triggers + timing

Email flow architecture.

The 8 flows every DTC brand needs. Visual blueprint of triggers, exit conditions, and message intent for each. Build the full architecture in Klaviyo in a weekend.

The architecture at a glance

NEW SUBSCRIBER | v +------- WELCOME (3 emails) -------+ | | | v v v POPUP OPT-IN CHECKOUT POST-PURCHASE | | | | ABANDONED CART (3) REVIEW REQUEST | BROWSE ABANDON (2) REPLENISHMENT (~30d) | | +---------> WIN-BACK <-------------+ (60d inactive) | v SUNSET (3 final emails → unsubscribe)

Preview: Flows 1 + 2 (of 8)

1. Welcome flow
Trigger: subscribed to list · Exit: purchase · Goal: convert anonymous browser to first-time buyer
E1 (immediate): Discount code + brand story. Get the click.
E2 (24h): Best-seller social proof + reviews. De-risk the choice.
E3 (72h): Founder POV + scarcity nudge. Last-touch before list dropoff.
2. Abandoned cart
Trigger: added to cart + email known · Exit: order placed · Goal: recover 8-12% of carts
E1 (1h): "You left this behind" + product image. Simple, reminder.
E2 (24h): Social proof + objection handling (shipping, returns).
E3 (48h): Optional discount (only if margins allow). Use sparingly.

Preview ends here

Flows 3-8 + the Klaviyo-specific setup notes + the segmentation strategy are gated below.

Unlock all 8 flows

Email unlocks the remaining 6 flow specs + Klaviyo setup notes.

3. Browse abandon
Trigger: viewed product (not added to cart) 2+ times · Exit: purchase · Goal: convert high-intent browsers
E1 (4h): "Still thinking about this?" with the exact product + key benefit.
E2 (24h): Reviews specific to that product + use-case.
4. Post-purchase
Trigger: order placed · Exit: 14 days after delivery · Goal: deliver wow, set up repeat
E1 (immediate): Thank you + order confirmation + what happens next.
E2 (ship date): "Your order shipped" with branded tracking page.
E3 (delivery + 2d): How-to guide + onboarding tips.
E4 (delivery + 7d): Review request.
E5 (delivery + 14d): "Did it work?" + companion product upsell.
5. Win-back
Trigger: 60 days no purchase + no email engagement · Exit: purchase OR no opens after 14 days · Goal: revive lapsed buyers
E1 (day 60): "We miss you" + their last-bought product.
E2 (day 67): Discount on their favorite category.
E3 (day 75): Final offer + new launches they've missed.
6. Sunset
Trigger: zero opens in 90 days · Exit: re-engagement OR unsubscribe · Goal: clean list, protect deliverability
E1: "Are you still interested?" with stay/leave CTAs.
E2: "Last chance to stay on list."
E3: Auto-suppress if no action.
7. VIP / repeat-buyer
Trigger: 3rd order OR LTV > $300 · Exit: never · Goal: maximize lifetime value
E1: Welcome to VIP + perks (free ship, early access).
Recurring: New launches 24h before public.
Annual: Anniversary discount + birthday gift.
8. Replenishment
Trigger: N days after last purchase (depends on product use cycle) · Exit: reorder · Goal: capture predictable repeats
E1 (Day N-7): "Running low?" reminder.
E2 (Day N): "Time to reorder" + one-click reorder link.
E3 (Day N+14): "Subscribe and save 15%" — convert to subscription.

Klaviyo setup notes