Many brands invest in Klaviyo but struggle to connect the dots between funnel stages. While they may have strong campaigns, flows, and SMS, the customer journey often feels disconnected.

Klaviyo’s real advantage lies in blending automation with segmentation to create a funnel where every stage supports the next. Done right, it keeps prospects moving forward while turning one-time buyers into loyal customers.

What This Guide Covers:

• Mapping flows to funnel stages

• Segmenting by behaviour and intent

• Personalising with dynamic data

• Balancing flows and campaigns

• Optimising touch frequency

• Leveraging SMS for urgency

• Building non-linear funnel loops

• Tracking performance at every stage

• Testing and iterating with A/B insights

Each tip is backed by Klaviyo help docs and Titan Marketing’s strategies, with examples, visuals, and templates included.

Understand the Klaviyo Sales Funnel Framework

A sales funnel is the structured path that prospects follow from discovery to loyalty. In Klaviyo, this becomes powerful because automation and data allow you to engage at the exact stage of intent.

Funnel Stages:

• TOFU (Top of Funnel): Awareness and lead capture (Sign-up Forms, Welcome Series).

• MOFU (Middle of Funnel): Consideration and education (Browse Abandonment, product guides).

• BOFU (Bottom of Funnel): Purchase triggers (Abandoned Cart, discounts, urgency offers).

• Retention: Loyalty, replenishment, win-back, and VIP programs.

  
  

Klaviyo also offers a Funnel Analysis Report to measure conversions and drop-offs between sequential stages, giving visibility into where customers disengage.

You can explore proven tactics for this stage in our guide on Klaviyo Sign-Up Forms: 8 Tactics to Grow Your List Without Hurting UX, which dives deeper into optimising lead capture forms for higher conversion.

Tip 1 – Map Flows to Each Funnel Stage

Flows are the foundation of Klaviyo’s funnel, but they only work if tied directly to customer intent. Each stage of the funnel requires a different type of automation, aligned with where the shopper is in their journey.

Flows by Stage:

• TOFU: Kick off with a welcome series after signup or lead magnet delivery.

  
  

• MOFU: Re-engage with browse abandonment emails and product education sequences.

  
  

• BOFU: Drive urgency using abandoned cart reminders or limited-time offers.

  
  

• Retention: Sustain loyalty with win-back campaigns, replenishment reminders, and VIP content.

  
  

For example, see our breakdown of 8 Essential Klaviyo Flows to Boost Customer Loyalty, which highlights automation templates designed to strengthen retention.

Each flow should answer a single intent—educate, remind, or reward—not confuse. For instance, an educational tone may suit browse abandonment, while urgency is appropriate for cart recovery.

Flow triggers in Klaviyo reflect these stages:

• Viewed Product triggers browse abandonment.

• Started Checkout activates cart recovery flows.

Tip 2 – Use Behavioural Segmentation

Segmentation makes Klaviyo funnels effective by ensuring customers get messaging tailored to their actions. Instead of static lists, behavioural segments reflect real activity like browsing, purchase history, or engagement.

Segmentation Strategies:

• Browsed but Didn’t Buy: Trigger a “Best Sellers” or product comparison email for users who viewed 3+ items.

• RFM (Recency, Frequency, Monetary): Identify at-risk vs high-value cohorts to push targeted campaigns.

• Predictive CLV Segments: Use Klaviyo’s predictive analytics to identify high-lifetime-value customers or those predicted to churn.

If you’re new to this, our article Klaviyo RFM Segments: Boost Retention with These 6 Smart Groups walks through practical ways to apply RFM in Klaviyo for funnel targeting.

By using dynamic segmentation, you ensure each customer sees messaging that matches their journey—not generic content that leads to disengagement.

Tip 3 – Personalise with Dynamic Properties

Personalisation elevates campaigns from generic broadcasts to tailored experiences. Klaviyo allows you to leverage profile data, behavioural signals, and dynamic logic.

Personalisation Tactics:

• Use template variables to pull in first names, recent purchases, or interests.

• Show or hide content via conditional blocks—for example, "First-timer? Show 10% off code."

• Embed relevant product recommendations into emails, driven by last viewed or past purchases.

  
  

This elevates relevance, trust, and engagement, ensuring each message feels curated to the individual.

To learn more about customisation options, check out Mastering Klaviyo Custom Properties in 12 Minutes, which explains how to store and use unique profile data for deeper personalisation.

Tip 4 – Balance Flows vs Campaigns

Both flows and campaigns serve unique purposes—and using them together keeps your funnel responsive and proactive.

Smart funnels use flows for behavioural warmth and campaigns to spark broad awareness.

For campaign strategy inspiration, our blog on 15 Email Marketing Campaign Examples to Inspire Your Next Big Win showcases tested approaches that complement automated flows.

Tip 5 – Optimise Touchpoint Frequency

Even strong automation can backfire if subscribers feel overwhelmed. The key is balancing engagement with respect for inbox fatigue. Below is a recommended cadence across common Klaviyo flows and campaigns, based on best practices and Klaviyo documentation.

Use Klaviyo’s Campaign Analytics to track performance metrics like open rate and unsubscribe volume—then fine-tune frequency accordingly.

We’ve also published 8 Strategies to Boost Your Open Rates, which shares data-driven techniques to improve deliverability and engagement, helping you fine-tune touchpoint frequency.

Tip 6 – Incorporate SMS for Urgency

Time-sensitive messaging demands speed. Enter SMS—the fastest way to remind and convert without overwhelming.

SMS Tactics:

• Send a friendly cart reminder 1 hour after abandonment.

• Pair text with flash-sale email to drive urgency.

• Always follow quiet hour policies and consent practices for compliance.

  
  

SMS doesn’t replace email—it amplifies it, making your funnel more responsive and timely.

For best practices, see Klaviyo SMS Flows: 9 Revenue-Driving Automations to Boost Retention, which explains how SMS can support urgency and lifecycle marketing without overwhelming customers.

Tip 7 – Add Non-Linear Funnel Loops

Customer journeys aren’t always linear—so neither should your funnel be. Klaviyo supports re-entries and dynamic paths to keep things relevant.

Loop Examples:

• A successful win-back flow purchase automatically transitions into a replenishment sequence, reminding customers when it’s time to reorder.

• Customers who browse repeatedly without buying can re-trigger updated browse abandonment flows with fresh recommendations or trending products.

• Shoppers flagged with a churn risk score (from Klaviyo’s predictive analytics) can be routed into reactivation flows before they completely disengage.

• Engaged VIPs who redeem loyalty points might re-enter exclusive promotional flows, reinforcing retention loops.

Our article on Klaviyo Churn Risk: 7 Tactical Ways to Boost Retention expands on how predictive churn scores can feed back into non-linear funnel loops for win-back campaigns.

By enabling re-entry toggle conditions in flows, you ensure messaging stays timely and thoughtful—even when paths cross or loop.

Tip 8 – Track Performance by Stage

You can’t improve what you don’t measure. Tracking funnel performance in Klaviyo means looking beyond vanity metrics and understanding how each stage contributes to conversions and long-term revenue. 

Key Metrics by Funnel Stage:

TOFU (Top of Funnel):

• List growth rate (are forms capturing enough leads?)

• Open rates on welcome emails

• Engagement with lead magnets or first-touch content

MOFU (Middle of Funnel):

• Click-through rates on product education campaigns

• Number of browse abandonment emails opened vs. ignored

• Engagement with guides, resources, or social proof content

BOFU (Bottom of Funnel):

• Cart abandonment recovery rate

• Revenue Per Recipient (RPR)

• Conversion rate after receiving discount or urgency-driven emails

Retention:

• Repeat purchase rate

• Average customer lifetime value (CLV)

• Churn risk predictions and win-back reactivation rate

Use the Funnel Analysis report to identify drop-offs by stage and UTM tracking for accurate attribution.

For a deeper dive into attribution and measurement, check out Klaviyo UTM Tracking: 7 Steps to Improve Attribution, GA4 Reporting & ROI, which details how to align funnel reporting with GA4 and ROI analysis.

Tip 9 – Test & Iterate

Optimisation is never “set it and forget it.” Testing sharpens every funnel element.

Testable Elements:

• Subject Lines: Compare urgency-driven vs. curiosity-based phrasing to see which increases open rates.

• Timing: Test morning vs. evening sends or weekday vs. weekend to match subscriber behaviour.

• Channel Mix: Trial sending an SMS after an abandoned cart vs. only sending email.

• Offers: Split test incentives—free shipping vs. percentage discount vs. loyalty point rewards.

• Design Elements: Experiment with plain-text style emails vs. highly designed templates.

Klaviyo supports this with Campaign A/B Testing and Flow A/B Testing—complete with performance insights to guide evolution.

If you’re looking for specific test ideas, our blog on Klaviyo Split Testing: 12 Proven A/B Tests to Boost Flow Conversions, Campaign Clicks & Form Sign-Ups provides ready-to-use experiments that can be applied across your funnel.

FAQs

1. How do I know if my Klaviyo funnel is working?

• Check Klaviyo’s Funnel Analysis and Campaign Analytics. Look for drop-offs in open, click, and conversion rates at each stage to see where optimisation is needed.

2. Should every customer go through the same funnel?

• No—use segmentation and dynamic logic to adapt funnels based on behaviour, such as browsing, purchase history, or predicted churn.

3. Can I use SMS and email together in the same funnel?

• Yes—pairing SMS with email boosts urgency and conversions, especially at BOFU or during flash sales. Just ensure compliance with quiet hours and opt-in rules.

4. What’s the best way to avoid overwhelming subscribers?

• Balance flows and campaigns, and monitor frequency through metrics like unsubscribe rates. Tools like Smart Sending can also help manage cadence.

5. How do I connect Klaviyo funnel performance to ROI?

• Use UTM tracking with GA4 to measure funnel influence on revenue, supported by Klaviyo’s RPR (Revenue Per Recipient) and CLV insights.

Conclusion

Most brands lose revenue not because of weak campaigns but because their funnel doesn’t connect stages effectively. By mapping flows to intent, segmenting based on behaviour, and using both email and SMS strategically, Klaviyo can keep customers moving smoothly toward purchase and beyond. 

The key is balance—engaging at the right time, with the right message, without creating fatigue. With testing and analytics built into Klaviyo, you can refine continuously and ensure your funnel not only drives conversions but also builds long-term loyalty. Done right, your funnel becomes a growth engine, not just a sequence of emails.

Key Takeaways

• Map Flows to Intent: Align automation with funnel stages for targeted engagement.

• Segment by Behaviour: Use browsing, purchase, and predictive data to refine messaging.

• Personalise at Scale: Leverage dynamic content and conditional logic for relevance.

• Balance Automation & Campaigns: Flows nurture, campaigns create broad engagement.

• Optimise Frequency: Send enough to stay top of mind, not enough to overwhelm.

• Leverage SMS for Urgency: Use time-sensitive texts alongside email for faster conversions.

• Track & Iterate: Use Funnel Analysis, UTM tracking, and A/B testing to keep improving.

Losing sales between funnel stages?

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