Why the Customer Journey Is the Foundation of Retention

In Klaviyo, effective marketing is not just about sending emails or texts. It's about delivering the right message at the right time, based on where someone is in their customer journey. When your automation aligns with real customer behaviour, you create stronger relationships, increase repeat purchases, and grow customer lifetime value (LTV).

This blog outlines 7 essential stages of the e-commerce customer journey. At each step, you’ll see how to use Klaviyo flows, segmentation, and dynamic content to build smarter lifecycle experiences that drive retention and long-term growth.

Customer Journey Summary

Stage 1: Awareness – Capture and Convert First-Time Visitors

What Happens

New visitors land on your site but haven’t subscribed or purchased yet.

Klaviyo Actions

• Signup Forms: Use popups or embedded forms to capture email/SMS — explore our Top 8 Klaviyo Pop-Up Form Strategies to increase opt-in rates.

• Website Tracking: Install klaviyo.js to track viewed products and pages.

• UTM Tags: Use UTMs for source attribution; Klaviyo auto-captures them.

• Facebook Lead Ads Sync: Auto-import new leads from Meta forms.

Essential Flow: Welcome Series

Triggered by list subscription, this 3–5 email flow should:

1. Introduce the brand and offer a welcome discount.

2. Showcase benefits and reviews to build trust.

3. Create urgency with limited-time or low-stock messaging.

Want inspiration that converts? Explore these 18 Welcome Series Email Examples that build trust fast and turn new leads into first-time buyers.

Messaging Strategy

• Highlight product benefits, not just features

• Set tone and brand expectations early

• Include a clear CTA with time sensitivity

Tips by Role

• Marketers: A/B test forms, offers, and subject lines.

• Builders: Confirm event tracking is live and test the form-to-flow setup.

Stage 2: Consideration – Nurture High-Intent Sessions

What Happens:

Users browse products, add to a cart, or explore the site, but leave without purchasing.

Klaviyo Actions

• Enable Web Tracking: Ensure Viewed Product, Added to Cart, and Checkout Started events are active.

• Segment by Behaviour: Create segments by product interest, time on page, or scroll depth.

Essential Flows

• Browse Abandonment: Remind users about viewed products with personalised content. For ideas, check out 12 Browse Abandonment Email Examples that drive clicks.

• Abandoned Cart: Trigger when users add but don’t complete checkout.

• Back in Stock Alerts: Notify users when unavailable items return.

Messaging Tips

• Use dynamic blocks to display recently viewed items.

• Add social proof like reviews, badges, or “bestseller” tags.

• Inject urgency using low inventory or limited-time offers.

Tips by Role

• Marketers: Identify friction points via heatmaps or surveys.

• Builders: Use product ID filters to prevent recommending already purchased items.

  
  

Stage 3: Conversion – Turn Intent Into Action

What Happens:

The user starts checkout or completes their first purchase.

Klaviyo Actions

• Trigger Flows: Use Checkout Started and Placed Order events to initiate automation.

• Tag First-Time Buyers: Add a custom property like first_purchase = true for future segmentation.

Essential Flows

• Abandoned Checkout: Email + SMS reminders to recover lost revenue. Use our Klaviyo Abandoned Checkout Guide for tips on flow setup, timing, and content.

• Order Confirmation: Send transactional receipt and set delivery expectations.

• Post-Purchase Cross-Sell: Recommend complementary items or upgrades.

Messaging Tips

• Reinforce Confidence: Highlight delivery times, guarantees, and secure checkout badges.

• Cross-Sell Strategically: Use dynamic blocks to show related items in the same category.

• Collect Feedback: Include 1-click rating buttons or “How was your experience?” questions.

Tips by Role

• Marketers: Monitor where users drop off (cart vs checkout vs payment).

• Builders: Optimise flow timing—test 1 to 3 hours post-abandonment for best results.

  
  

Stage 4: Onboarding – Deliver Value Immediately

What Happens

The customer has purchased. They’re now waiting for delivery or beginning to use your product.

Klaviyo Actions

• Trigger Flows: Use the Fulfilled Order event to begin post-purchase onboarding.

• Segment Customers: Group by product category, shipping speed, or price tier to personalise content.

Essential Flows

• Product Education Series: Share setup tips, care guides, or usage instructions.

• Support Follow-Up: Proactively address potential friction (e.g., sizing, shipping, setup).

• Onboarding Guide: Offer checklists, how-to videos, or FAQs to reduce confusion and see how Klaviyo Transactional Emails can reduce support tickets and boost CX.

Messaging Tips

• Be Helpful, Not Salesy: Focus on getting the customer value from their purchase.

• Preempt Questions: Link to help docs or contact options.

• Encourage Engagement: Include a CTA like “Tag us when it arrives” or “Watch the setup guide”.

Tips by Role

• Marketers: Map FAQs and common objections to your post-purchase copy.

• Builders: Use conditional logic to vary onboarding by product type.

  
  

Stage 5: Retention – Bring Them Back to Buy Again

What Happens

The customer has received and used the product. This is your window to drive repeat purchases and build long-term value.

Klaviyo Actions

• Predict Reorder Timing: Use past order data or average product lifecycle to time follow-ups.

• Segment Smartly: Target profiles where total_orders = 1 to prompt second purchases.

Essential Flows

• Replenishment Flow: For consumables (e.g. skincare, supplements), remind customers when it’s time to reorder. Learn 5 Klaviyo Replenishment Flow Strategies to boost repeat sales.

• Post-Purchase Cross-Sell: Recommend complementary products based on the previous order.

• VIP Warm-Up Flow: Nurture customers with high AOV or multiple items in their first order.

Messaging Tips

• Personalise by Product: Reference what they previously bought and show compatible add-ons.

• Use Timing Cues: Send emails close to predicted reorder points.

• Incentivise Action: Offer loyalty points, bundle discounts, or free shipping on the next purchase.

Tips by Role

• Marketers: Pull language from reviews or support tickets to highlight product longevity and satisfaction.

• Builders: Use dynamic blocks filtered by product category or repeat vs. one-time buyers.

  
  

Stage 6: Win-Back – Reactivate Lapsed Buyers

What Happens

Some customers drop off after their first or second purchase. If they haven’t engaged in 60–90 days, it’s time to re-engage before they churn completely.

Klaviyo Actions

• Segment Lapsed Profiles: Use conditions like last_order_date is at least 60 days ago and opened_email is in the last 30 days = false.

• Use Exclusion Logic: Avoid sending to suppressed or recently re-engaged customers.

• Route to Sunset Flow if Inactive: Clean lists based on engagement score to maintain deliverability.

Essential Flows

• Win-Back Flow: Trigger with email and SMS to re-engage after 60–120 days of inactivity. Apply these 6 Winback Flow Tips to maximise reactivation rates.

• Re-Engagement Flow: Shorter flow focused on reminding customers what they’re missing (e.g. loyalty points, favourites restocked).

• Sunset Flow: If they remain disengaged, move them here to either reconfirm opt-in or be removed from future campaigns. Follow our Klaviyo Sunset Flow Guide to protect deliverability and engagement.

Messaging Tips

• Lead with Value: Highlight benefits they previously enjoyed (e.g. free delivery, product quality, past savings).

• Offer with Urgency: Use language like “We saved your 10% code — only 24 hours left.”

• Let Them Choose: Add a “snooze me” or “update preferences” link.

Tips by Role

• Marketers: Test different incentives (e.g. mystery discount vs. free gift) based on product type or customer persona.

• Builders: Add exit conditions to remove reactivated users from the flow automatically.

  
  

Source: Klaviyo 

Stage 7: Loyalty – Activate and Reward Advocates

What Happens

Customers who have made 3+ purchases, referred friends, or left reviews are your most valuable segment. This stage focuses on turning them into loyal advocates.

Klaviyo Actions

• Track VIPs with Profile Tags: Set custom properties like order_count > 3 or lifetime_value > 300.

• Sync with Loyalty Platforms: Use integrations like Smile.io or LoyaltyLion — start with our Smile.io x Klaviyo Integration Guide to reward top buyers.

• Trigger Birthday or Milestone Flows: Celebrate purchase anniversaries, birthdays, or VIP unlocks.

Essential Flows

• Referral Program Invite: Encourage top buyers to refer friends. Include pre-filled sharing links and unique codes.

• Milestone Celebration Flow: Trigger based on order count, spend, or time since first purchase. Reward them with exclusive perks.

• Loyalty Reminder Flow: Notify when points are about to expire or a reward is unlocked.

Messaging Tips

• Recognise Value: Use phrases like “You’ve saved £45 across 4 orders” or “You’re in the top 5% of our shoppers.”

• Offer Exclusive Access: Launch VIP-only early access sales, secret drops, or double-points weekends.

• Social & UGC Focus: Ask for reviews, testimonials, or social shares — then feature their content in campaigns.

Tips by Role

• Marketers: Build audience segments based on LTV, referral activity, or review submissions.

• Builders: Use dynamic blocks to pull in loyalty points, referral stats, or tier status via Klaviyo x loyalty platform properties.

  
  

Section 8: Mapping It All Together

Flow Audit Tips

Regular auditing ensures your Klaviyo setup continues to reflect the customer journey.

• Use Flow Analytics: Check open, click, and conversion rates for each stage to spot drop-offs. Our guide to Mastering Klaviyo DTC Reporting & Analytics breaks down what metrics matter and why.

• Test Lifecycle Timing: Adjust wait times between flow emails based on when customers typically engage.

• Check Segment Logic: Ensure segments feeding each flow (e.g. "1st Purchase Only") update automatically using real-time properties or events.

• A/B Test by Stage: Test copy, offers, and layout by lifecycle context (e.g. urgency in Retention, gratitude in Loyalty).

Monthly Audit Checklist

• Are all 7 lifecycle flows live and aligned with your customer journey? 

• Are entry triggers and filters working as expected?

• Are emails dynamically personalised using profile and event data? Use this Klaviyo Dynamic Content Guide to tailor every touchpoint.

• Have timing and exclusions been tested?

• Are win-back and sunset flows pruning unengaged contacts?

FAQs

1. Do I need all 7 stages set up in Klaviyo from day one?

• No. Start with key flows like Welcome, Abandoned Cart, and Post-Purchase. Layer in others as your segmentation and data maturity grow.

2. Can I personalise flows by product category or customer type?

• Yes. Use dynamic content blocks and filters like category_purchased or VIP = true to customise messaging in each stage.

3. How often should I review and update lifecycle flows?

• Ideally, review monthly. Use Flow Analytics to spot drop-offs or timing issues, and update based on seasonal trends or customer feedback.

4. What if a customer skips stages (e.g. goes from Awareness to Loyalty quickly)?

• That’s okay. Use profile properties like first_purchase_date, total_orders, and last_engaged_date to determine current stage and trigger the appropriate flow.

5. How do I track which journey stage a user is in?

• Use real-time metrics, tags (e.g. order_count, last_purchase_date), and segments (e.g. “Lapsed Buyers”) to dynamically map customers to each lifecycle stage.

Conclusion

Building smarter lifecycle flows in Klaviyo isn’t about sending more emails — it’s about sending the right message at the right time. When your flows match where each customer is in their journey, your marketing becomes more helpful, less pushy, and a lot more effective. You reduce drop-offs, build stronger brand trust, and increase how often people come back to buy again.

Whether you're just starting out or already have flows running, there’s always room to improve. By reviewing your customer journey regularly, updating flows based on behaviour, and testing what works at each stage, you’ll keep your brand top of mind and your revenue growing.

The key? Don’t treat all customers the same. Meet them where they are — and guide them forward, one smart message at a time.

Key Takeaways

• Map flows to the full journey: Align Klaviyo automations with 7 distinct lifecycle stages for smarter messaging.

• Track with real-time data: Use metrics like Placed Order, Viewed Product, and LTV to guide flow triggers.

• Dynamic segmentation matters: Tailor content using filters like total_orders, VIP, and category_viewed.

• Review flows monthly: Check timing, entry triggers, and A/B test results to keep lifecycle marketing effective.

• Retention isn’t guesswork: Flows like Cross-Sell, Win-Back, and VIP nurture are critical to growing LTV.

Lost track of where your customers are in the journey?

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