The Klaviyo flows every Irish Shopify store should have
The five Klaviyo flows every Irish Shopify store needs, the mistakes we fix in almost every account, and what Irish stores must get right on consent and delivery.
Written by
L. Broad
Published
Read time
6 min
Every Irish Shopify store using Klaviyo should have five core flows running: welcome series, abandoned checkout, browse abandonment, post-purchase and win-back. Together they cover the moments when a customer is most likely to buy, and they keep working in the background without you sending a thing.
This guide is built from what we fix in almost every Klaviyo account we open. If you'd rather have it done for you, our Klaviyo service covers setup, Shopify integration, flows and monthly campaigns.
What is a Klaviyo flow?
A Klaviyo flow is an automated series of emails (or texts) that sends when a customer does something, like signing up, leaving a checkout or placing an order. You set it up once and it runs for every customer who triggers it.
Campaigns are the one-off emails you send to your list, like a new collection or a sale. Flows are the always-on messages that follow each customer's own journey. Most stores lean on campaigns and leave their flows half-finished, which is where the easiest wins usually are.
Which Klaviyo flows should every Shopify store have?
Start with five: welcome series, abandoned checkout, browse abandonment, post-purchase and win-back. Get these right before adding anything more advanced.
1. Welcome series
Sends when someone joins your email list. It introduces your brand, delivers any sign-up offer, and gives new subscribers a reason to buy. Three to four emails over the first week or two is a good starting point, and it should stop as soon as they place an order.
2. Abandoned checkout
Sends when someone starts checkout but doesn't finish. These shoppers were seconds from buying, so a timely reminder with their basket, delivery info and returns policy often brings them back. Start the first email within a few hours.
3. Browse abandonment
Sends when a known subscriber views a product but doesn't add it to their cart. It's a gentle nudge, not a hard sell: show the product they looked at, a few related items and a reason to trust you.
4. Post-purchase
Sends after an order. Use it to say thank you, set delivery expectations, share care or how-to tips, and ask for a review once the order has arrived. First-time and repeat customers should get different versions.
5. Win-back
Sends when a past customer hasn't ordered in a while. The right timing depends on how often people buy your products, so base it on your own reorder pattern rather than a default number of days.
Worth adding next
Once the core five are working, look at an added-to-cart flow, a back-in-stock alert, a replenishment reminder for products that run out, and a birthday or anniversary email.
What goes wrong in most Klaviyo accounts?
Most Klaviyo accounts we open have the right flows switched on, but set up in ways that leak sales. These are the fixes we make again and again.
Flows built but never turned live. Drafts or manual mode that someone meant to come back to.
No filters, so customers get the wrong email. Someone who just bought still receives the abandoned checkout or welcome discount.
Overlapping flows. A shopper triggers browse abandonment, added-to-cart and abandoned checkout in the same afternoon and gets three emails at once.
The Shopify integration only half connected. Missing events, out-of-date product feeds or catalogue images that don't load in emails.
Template emails left as they came. Default copy, generic images and a tone that doesn't sound like the brand.
Discounts in every flow. Training customers to wait for a code, and eating into margin on orders that would have happened anyway.
No sign-up form, or a weak one. A flow can't do much if the list isn't growing.
Nobody checking the numbers. Flows run for months without anyone looking at which emails get opened, clicked or ignored.
What do Irish stores need to get right in Klaviyo?
Irish stores need clear marketing consent, euro pricing that matches the store, and delivery messages that fit Irish and UK shipping. Small details like these are what make flows feel local and trustworthy.
Consent. Irish stores fall under GDPR and the ePrivacy rules on marketing emails and texts. Use clear opt-in wording on sign-up forms and at checkout, keep SMS consent separate from email, and make unsubscribing easy.
Currency and pricing. Make sure emails show prices in euro, with VAT included, matching what the customer sees on the store. Mismatched prices are a quick way to lose trust.
Delivery messaging. Set honest delivery times for Ireland and, if you ship there, the UK and Northern Ireland, including any customs or duty information for orders going to Great Britain.
Seasonal timing. Build Black Friday and Christmas into your flows early, including last order dates for Christmas delivery.
Irish spelling and tone. Colour, not color. Small, but customers notice when emails read like a US template.
This isn't legal advice. If you're unsure about consent rules for your store, check the Data Protection Commission's guidance or speak to a solicitor.
Want your Klaviyo flows set up properly?
Fig and Function is a Klaviyo Partner working with Shopify stores in Ireland and the UK. Our Klaviyo service covers setup, Shopify integration, flow builds and fixes, and monthly campaign work, all written in your brand's voice.