Blog
August 8, 2025
Blog
August 8, 2025
Blog
August 8, 2025
Boost AOV and LTV with smarter Klaviyo upsell flows. Discover tested strategies, real examples, and advanced tactics to maximise every post-purchase order.
Most DTC brands overlook one of the highest-leverage flows in Klaviyo: the upsell.
It’s not just a bonus revenue generator—it’s your low-cost, high-trust path to lifting average order value (AOV), introducing better product options, and increasing customer lifetime value (LTV) with zero extra ad spend.
But here’s the problem: most brands either fire off one generic “want more?” email or drop the offer too early—before trust has even formed.
This guide walks you through a structured, tested, and advanced approach to building a Klaviyo upsell flow that works. Let’s break it down.
What Is a Klaviyo Upsell Flow and Why It Matters
A Klaviyo upsell flow is a post‑purchase automation that recommends an upgraded, premium, or bundled version of the product a customer just ordered. Unlike cross-sells, which suggest complementary items, upsells elevate the original choice.
Why It Matters for DTC Brands
Boosts average order value (AOV) without additional ad spend
Builds deeper product engagement and introduces premium lines
Feels natural and context-sensitive, increasing trust and reducing churn
Most importantly, it's sent after purchase—when customer intent is high and attention is fresh.
Klaviyo’s documentation confirms that upsell and cross-sell automations are part of its post-purchase flows—some of the highest-performing automations in terms of revenue per recipient, often delivering 90 %+ more RPR than standard campaigns (Klaviyo Help Center).
The Ultimate Upsell Flow Strategy — Goals, Email Touchpoints & Setup
Quick Note: This is technically a cross-sell flow, but since most brands refer to it as an upsell flow, we’ve used that term throughout for clarity.
Primary Goal:
Encourage repeat purchases by promoting complementary or premium products tailored to past behaviour.
Secondary Goals:
Boost Lifetime Value (LTV): Introduce higher-margin or repeat-purchase items.
Drive Product Discovery: Surface lesser-known SKUs or new arrivals.
Defend Against Churn: Keep customers engaged post-purchase with relevant offers
Step-by-Step Setup: Klaviyo Upsell Flow
Step 1: Create the Flow in Klaviyo
Go to Flows > Create Flow > Build Your Own
Name it: Post-Purchase Upsell Flow
Click Create Flow
Step 2: Add a Trigger Filter
Trigger: Placed Order
Flow Filter: Has not purchased [upsell product or collection] since starting this flow
This ensures only eligible customers receive the upsell offer.
Optional Filters: Add a conditional split by:
Order value (e.g. over £75)
Specific items purchased
New vs returning customers
Step 3: Build the 6-Touchpoint Email Sequence
Email #1 (Day 14–21 post-purchase): Recommend a related product, upgrade, or bundle.
Email #2 (2–3 days after Email #1): Share reviews or UGC to build trust.
Email #3 (2–3 days later): Compare bundles vs. single products to highlight value.
Email #4 (2–3 days later): Add urgency with a time-limited offer.
Email #5 (2–3 days later): Final push using scarcity or countdown.
Email #6 (3–5 days later): Request feedback or suggest an alternative product.
Step 4: Add Flow Filters and Smart Branching
Split After Email #3 or #4:
Has Purchased = true → Exit flow
Viewed Upsell Product but Not Purchased → Branch into stronger urgency path
Placed Order ≥ 2 times → Show loyalty-style upsell or exclusive offer
A/B Test Ideas:
Subject lines (emotional vs practical)
Offer style (discount vs bundle vs free gift)
Product image (lifestyle vs plain)
Timing delays (shorter vs longer spacing)
Pro Tip:
Make sure these upsell emails don't clash with your transactional or shipping updates. Aim to slot them in during natural “quiet periods” in the customer journey.
7 Advanced Upsell Flow Strategies (2025 Edition)
Unlock greater post-purchase revenue by layering advanced strategies on top of your upsell flow. These tactics are backed by Klaviyo capabilities, platform documentation, and proven DTC practices.
1. Use Profile-Based Conditional Logic to Personalise Upsell Blocks
How it works:
Use Klaviyo’s built-in show/hide logic to dynamically display product blocks based on profile properties like:
Item previously purchased (e.g. "Ordered Product contains Starter Kit")
Profile tags (VIP, Repeat Buyer, Subscription Active)
Region or language (e.g. EU customers see EU-specific add-ons)
Lifetime Value threshold (CLV > $150 sees bundle deals)
Why it works:
Relevant upsells feel like curated recommendations—not promotions. Klaviyo supports this with no-code conditional blocks.
2. Trigger Smart Delays Using Predicted Next Order Date
How it works:
Layer upsell touchpoints around Klaviyo’s predictive analytics, specifically:
“Expected Date of Next Order”
“Predicted CLV”
Send higher-tier or bundle offers before the customer is statistically likely to re-order.
Use case:
For consumables (e.g. skincare, pet food), send an upgrade or bundle offer 5–7 days before the predicted reorder date.
Why it works:
Timing the upsell around replenishment windows maximises conversion likelihood.
3. Retarget via Ads or SMS if No Upsell Conversion
How it works:
If a customer opens but doesn’t convert after Email 2 or 3:
Auto-sync to a Segment → Retarget via Meta Custom Audiences or Google Ads
Trigger SMS reminder with soft urgency (e.g. “Your perfect upgrade is still in stock”)
Why it works:
Klaviyo’s native integrations with Meta and SMS enable seamless multi-channel nudges. SMS read rates average 90% within 3 minutes.
4. Personalised Product Recommendation Block (AI-Powered)
How it works:
Leverage Klaviyo’s Personalised Product Recommendations block in your upsell emails. These are generated by Klaviyo’s AI, based on:
Purchase history
Site activity
Similar customer behaviour
Use case:
Add this block below your core offer in Email 3 or 4 as a dynamic fallback or to show “More You Might Love” style content.
Why it works:
It helps avoid stale, one-size-fits-all upsells—and ensures every offer stays relevant to the shopper.
Pro tip:
We’ve broken down how to fully use Klaviyo’s dynamic blocks in our Klaviyo Product Block guide — perfect if you want to maximise personalisation in your upsell automations.
5. A/B Test Incentives vs. No Incentive in Final Touchpoints
How it works:
In the final upsell touchpoint (Email 5, 10–14 days post-purchase), split test:
Variant A: Upsell product only
Variant B: Upsell product + 10% off code or free shipping
Use Klaviyo’s built-in flow email A/B testing to measure conversion lift.
Why it works:
Incentives can help close the deal—but only when sent to the right segment at the right moment.
6. Trigger Cross-Sell or Bundle Flows by Product Category
How it works:
Set up flows based on purchased category or collection (e.g. mattress buyers → upsell to bed frame or bundle). Use the “Category” or “Item” property in your trigger logic.
Why it works:
Product-fit recommendations feel natural and increase cart value without pushing irrelevant items.
Klaviyo supports this via Shopify, WooCommerce, BigCommerce integrations. Custom properties reference
Check out our guide on how to optimise Klaviyo for WooCommerce to set up your flows properly, capture upsell data, and automate smarter follow-ups.
7. Upsell-Triggered Review or Referral Flow
How it works:
If a customer converts on an upsell email, trigger a:
Review request (via Okendo, Junip, etc.)
Referral prompt using loyalty tools like Lootly or Klaviyo's Smile.io integration
Why it works:
Reinforces buyer confidence and turns upsell customers into advocates.
Bonus Tip
Exclude customers with active subscriptions from one-time product upsell flows. You can do this using Klaviyo's profile filter:
Subscription Status = Active (from platforms like Recharge or Skio).
Types of Klaviyo Upsell Flows (with Real Email Examples)
Not all upsells are the same. Use tailored flows based on product type, timing, and customer behaviour. Below are proven upsell flow types with real examples to inspire your own. These examples follow the same conversion principles as our high-performing product promotion emails—clear offers, bold visuals, and CTA hierarchy.
1. Standard Product Upgrade Flow
Core to any upsell sequence — show upgraded versions of a purchased item. Ideal right after a base product purchase.
2. Cross-Sell-Enhanced Upsell Flow
Use complementary item logic to suggest accessories instead of upgrades.
Use Case: Bought a sofa → suggest matching cushions or coffee table
Klaviyo Setup: Use productID or collection-based splits to route customers
3. Bundled Product Flow (Category-Triggered)
Auto-recommend bundles from specific categories, increasing AOV through cohesive pairings.
Example: “Complete your yoga set in one go”
Klaviyo Setup: Trigger by Shopify collections or category filters
4. Post-Upsell Review Request Flow
Reinforce upsell conversions with a dedicated review email for the upgraded product.
Example: “How are you liking your Pro Blender Upgrade?”
Klaviyo Setup: Use product-specific review automation
5. Loyalty-Based VIP Upsell Flow
Use loyalty tier data or CLV segmentation to send exclusive upsell offers to high-spend customers.
Example: “Because you're a VIP – 20% off premium bundles”
Klaviyo Setup: Sync loyalty platform tiers into profile properties
Common Mistakes & Troubleshooting
Upsell flows have high revenue potential—but only if set up correctly. Below is a skimmable table of common errors, their impact, and verified fixes using Klaviyo’s current features. Each recommendation is backed by Klaviyo documentation or trusted e-commerce best practices as of 2025.
Bonus Opportunities (Post-Upsell)
Once the flow ends or if the customer doesn’t convert:
Launch a Replenishment Flow for consumables or refills (e.g. beauty, supplements)
Send a Referral CTA Email to leverage satisfied customers
Request a Review post-upgrade to build future social proof
Cross-sell vs. upsell flows: When to recommend complementary items vs. upgrades (explored in detail in our Klaviyo cross sell flow guide).
Metrics to Track & Why They Matter
Monitoring these KPIs in Klaviyo helps assess upsell flow performance and ROI:
Open Rate (40–55%): Indicates subject line effectiveness and send timing. Post-purchase flows often see higher opens than standard campaigns.
Click Rate (5–10%): Measures content and offer relevance. Boost performance with product blocks, urgency, and personalised CTAs.
Conversion Rate (1–4%): Shows upsell effectiveness. Klaviyo reports flows convert better than campaigns due to timely delivery.
Revenue per Recipient (RPR: £0.15–£0.70): Evaluates the profitability of each email. Use it to prioritise optimisations that directly impact revenue.
AOV Uplift: Compare order values between recipients of the upsell flow and a control group.
Helps isolate and quantify upsell impact.
Why it matters:
These metrics are aligned with Klaviyo’s benchmarks and help identify which touchpoints drive revenue and where to optimise.
FAQs
1. What’s the difference between upsell and cross-sell in Klaviyo?
Upsells promote a higher-tier or upgraded version of the item purchased, while cross-sells offer complementary products. Both drive revenue but serve different intent.
2. Can I combine SMS with upsell flows in Klaviyo?
Yes. Use SMS reminders for urgency or follow-ups if a user clicks but doesn’t convert. SMS open rates are over 90% in 3 minutes—great for time-sensitive nudges.
3. How soon after purchase should upsell emails be sent?
Start 2–3 days post-purchase when excitement and intent are high. Avoid sending too early—let confirmation and shipping emails build trust first.
4. How do I know if my upsell flow is working?
Track metrics like Revenue Per Recipient (RPR), AOV uplift, and conversion rate. Aim for 1–4% conversion and RPR between £0.15–£0.70 for strong performance.
5. Can Klaviyo upsell flows work for subscription brands?
Yes—but segment subscribers carefully. Exclude active subscribers from one-time upsells and instead offer bundle upgrades, higher tiers, or add-on products.
Conclusion:
If you’re not using upsell flows in Klaviyo, you’re missing one of the easiest ways to grow your revenue. The brands winning in 2025 aren’t just making more sales—they’re making every sale worth more.
The key? Right product. Right moment. Right message.
With the strategies in this guide—from flow setup to personalisation to advanced tactics—you now have everything you need to build automations that do more than convert. They compound.
So don’t let your next order be your last touchpoint. Build an upsell flow that works harder, sells smarter, and leaves your competitors wondering what just happened.
Start now. And watch your AOV rise—one smart flow at a time.
Key Takeaways
Upsell ≠ Cross-Sell: Upsells offer higher-value versions of what customers just bought—perfect for post-purchase flows when intent is high.
6-Email Sequence Wins: Use Klaviyo’s flow builder to schedule offers, reviews, urgency, and feedback across 14+ days to lift conversions.
Personalise with Profile Data: Show different upsells based on purchase history, region, tags, or predicted order behaviour for relevance and trust.
Layer in AI & A/B Testing: Use Klaviyo’s product recommendation blocks and test incentives to improve click and conversion rates.
Track Revenue Metrics: Focus on RPR, AOV uplift, and click/conversion rates to measure and optimise flow success.
Don’t Stop After the Flow: Add review, referral, or replenishment flows post-upsell to boost lifetime value even further.
Worried your upsell emails aren’t converting?
Let us review your Klaviyo setup and highlight tactical wins—from dynamic blocks to predictive logic.
Click here and get your upsell flow audited for free and start generating more revenue per send.
Most DTC brands overlook one of the highest-leverage flows in Klaviyo: the upsell.
It’s not just a bonus revenue generator—it’s your low-cost, high-trust path to lifting average order value (AOV), introducing better product options, and increasing customer lifetime value (LTV) with zero extra ad spend.
But here’s the problem: most brands either fire off one generic “want more?” email or drop the offer too early—before trust has even formed.
This guide walks you through a structured, tested, and advanced approach to building a Klaviyo upsell flow that works. Let’s break it down.
What Is a Klaviyo Upsell Flow and Why It Matters
A Klaviyo upsell flow is a post‑purchase automation that recommends an upgraded, premium, or bundled version of the product a customer just ordered. Unlike cross-sells, which suggest complementary items, upsells elevate the original choice.
Why It Matters for DTC Brands
Boosts average order value (AOV) without additional ad spend
Builds deeper product engagement and introduces premium lines
Feels natural and context-sensitive, increasing trust and reducing churn
Most importantly, it's sent after purchase—when customer intent is high and attention is fresh.
Klaviyo’s documentation confirms that upsell and cross-sell automations are part of its post-purchase flows—some of the highest-performing automations in terms of revenue per recipient, often delivering 90 %+ more RPR than standard campaigns (Klaviyo Help Center).
The Ultimate Upsell Flow Strategy — Goals, Email Touchpoints & Setup
Quick Note: This is technically a cross-sell flow, but since most brands refer to it as an upsell flow, we’ve used that term throughout for clarity.
Primary Goal:
Encourage repeat purchases by promoting complementary or premium products tailored to past behaviour.
Secondary Goals:
Boost Lifetime Value (LTV): Introduce higher-margin or repeat-purchase items.
Drive Product Discovery: Surface lesser-known SKUs or new arrivals.
Defend Against Churn: Keep customers engaged post-purchase with relevant offers
Step-by-Step Setup: Klaviyo Upsell Flow
Step 1: Create the Flow in Klaviyo
Go to Flows > Create Flow > Build Your Own
Name it: Post-Purchase Upsell Flow
Click Create Flow
Step 2: Add a Trigger Filter
Trigger: Placed Order
Flow Filter: Has not purchased [upsell product or collection] since starting this flow
This ensures only eligible customers receive the upsell offer.
Optional Filters: Add a conditional split by:
Order value (e.g. over £75)
Specific items purchased
New vs returning customers
Step 3: Build the 6-Touchpoint Email Sequence
Email #1 (Day 14–21 post-purchase): Recommend a related product, upgrade, or bundle.
Email #2 (2–3 days after Email #1): Share reviews or UGC to build trust.
Email #3 (2–3 days later): Compare bundles vs. single products to highlight value.
Email #4 (2–3 days later): Add urgency with a time-limited offer.
Email #5 (2–3 days later): Final push using scarcity or countdown.
Email #6 (3–5 days later): Request feedback or suggest an alternative product.
Step 4: Add Flow Filters and Smart Branching
Split After Email #3 or #4:
Has Purchased = true → Exit flow
Viewed Upsell Product but Not Purchased → Branch into stronger urgency path
Placed Order ≥ 2 times → Show loyalty-style upsell or exclusive offer
A/B Test Ideas:
Subject lines (emotional vs practical)
Offer style (discount vs bundle vs free gift)
Product image (lifestyle vs plain)
Timing delays (shorter vs longer spacing)
Pro Tip:
Make sure these upsell emails don't clash with your transactional or shipping updates. Aim to slot them in during natural “quiet periods” in the customer journey.
7 Advanced Upsell Flow Strategies (2025 Edition)
Unlock greater post-purchase revenue by layering advanced strategies on top of your upsell flow. These tactics are backed by Klaviyo capabilities, platform documentation, and proven DTC practices.
1. Use Profile-Based Conditional Logic to Personalise Upsell Blocks
How it works:
Use Klaviyo’s built-in show/hide logic to dynamically display product blocks based on profile properties like:
Item previously purchased (e.g. "Ordered Product contains Starter Kit")
Profile tags (VIP, Repeat Buyer, Subscription Active)
Region or language (e.g. EU customers see EU-specific add-ons)
Lifetime Value threshold (CLV > $150 sees bundle deals)
Why it works:
Relevant upsells feel like curated recommendations—not promotions. Klaviyo supports this with no-code conditional blocks.
2. Trigger Smart Delays Using Predicted Next Order Date
How it works:
Layer upsell touchpoints around Klaviyo’s predictive analytics, specifically:
“Expected Date of Next Order”
“Predicted CLV”
Send higher-tier or bundle offers before the customer is statistically likely to re-order.
Use case:
For consumables (e.g. skincare, pet food), send an upgrade or bundle offer 5–7 days before the predicted reorder date.
Why it works:
Timing the upsell around replenishment windows maximises conversion likelihood.
3. Retarget via Ads or SMS if No Upsell Conversion
How it works:
If a customer opens but doesn’t convert after Email 2 or 3:
Auto-sync to a Segment → Retarget via Meta Custom Audiences or Google Ads
Trigger SMS reminder with soft urgency (e.g. “Your perfect upgrade is still in stock”)
Why it works:
Klaviyo’s native integrations with Meta and SMS enable seamless multi-channel nudges. SMS read rates average 90% within 3 minutes.
4. Personalised Product Recommendation Block (AI-Powered)
How it works:
Leverage Klaviyo’s Personalised Product Recommendations block in your upsell emails. These are generated by Klaviyo’s AI, based on:
Purchase history
Site activity
Similar customer behaviour
Use case:
Add this block below your core offer in Email 3 or 4 as a dynamic fallback or to show “More You Might Love” style content.
Why it works:
It helps avoid stale, one-size-fits-all upsells—and ensures every offer stays relevant to the shopper.
Pro tip:
We’ve broken down how to fully use Klaviyo’s dynamic blocks in our Klaviyo Product Block guide — perfect if you want to maximise personalisation in your upsell automations.
5. A/B Test Incentives vs. No Incentive in Final Touchpoints
How it works:
In the final upsell touchpoint (Email 5, 10–14 days post-purchase), split test:
Variant A: Upsell product only
Variant B: Upsell product + 10% off code or free shipping
Use Klaviyo’s built-in flow email A/B testing to measure conversion lift.
Why it works:
Incentives can help close the deal—but only when sent to the right segment at the right moment.
6. Trigger Cross-Sell or Bundle Flows by Product Category
How it works:
Set up flows based on purchased category or collection (e.g. mattress buyers → upsell to bed frame or bundle). Use the “Category” or “Item” property in your trigger logic.
Why it works:
Product-fit recommendations feel natural and increase cart value without pushing irrelevant items.
Klaviyo supports this via Shopify, WooCommerce, BigCommerce integrations. Custom properties reference
Check out our guide on how to optimise Klaviyo for WooCommerce to set up your flows properly, capture upsell data, and automate smarter follow-ups.
7. Upsell-Triggered Review or Referral Flow
How it works:
If a customer converts on an upsell email, trigger a:
Review request (via Okendo, Junip, etc.)
Referral prompt using loyalty tools like Lootly or Klaviyo's Smile.io integration
Why it works:
Reinforces buyer confidence and turns upsell customers into advocates.
Bonus Tip
Exclude customers with active subscriptions from one-time product upsell flows. You can do this using Klaviyo's profile filter:
Subscription Status = Active (from platforms like Recharge or Skio).
Types of Klaviyo Upsell Flows (with Real Email Examples)
Not all upsells are the same. Use tailored flows based on product type, timing, and customer behaviour. Below are proven upsell flow types with real examples to inspire your own. These examples follow the same conversion principles as our high-performing product promotion emails—clear offers, bold visuals, and CTA hierarchy.
1. Standard Product Upgrade Flow
Core to any upsell sequence — show upgraded versions of a purchased item. Ideal right after a base product purchase.
2. Cross-Sell-Enhanced Upsell Flow
Use complementary item logic to suggest accessories instead of upgrades.
Use Case: Bought a sofa → suggest matching cushions or coffee table
Klaviyo Setup: Use productID or collection-based splits to route customers
3. Bundled Product Flow (Category-Triggered)
Auto-recommend bundles from specific categories, increasing AOV through cohesive pairings.
Example: “Complete your yoga set in one go”
Klaviyo Setup: Trigger by Shopify collections or category filters
4. Post-Upsell Review Request Flow
Reinforce upsell conversions with a dedicated review email for the upgraded product.
Example: “How are you liking your Pro Blender Upgrade?”
Klaviyo Setup: Use product-specific review automation
5. Loyalty-Based VIP Upsell Flow
Use loyalty tier data or CLV segmentation to send exclusive upsell offers to high-spend customers.
Example: “Because you're a VIP – 20% off premium bundles”
Klaviyo Setup: Sync loyalty platform tiers into profile properties
Common Mistakes & Troubleshooting
Upsell flows have high revenue potential—but only if set up correctly. Below is a skimmable table of common errors, their impact, and verified fixes using Klaviyo’s current features. Each recommendation is backed by Klaviyo documentation or trusted e-commerce best practices as of 2025.
Bonus Opportunities (Post-Upsell)
Once the flow ends or if the customer doesn’t convert:
Launch a Replenishment Flow for consumables or refills (e.g. beauty, supplements)
Send a Referral CTA Email to leverage satisfied customers
Request a Review post-upgrade to build future social proof
Cross-sell vs. upsell flows: When to recommend complementary items vs. upgrades (explored in detail in our Klaviyo cross sell flow guide).
Metrics to Track & Why They Matter
Monitoring these KPIs in Klaviyo helps assess upsell flow performance and ROI:
Open Rate (40–55%): Indicates subject line effectiveness and send timing. Post-purchase flows often see higher opens than standard campaigns.
Click Rate (5–10%): Measures content and offer relevance. Boost performance with product blocks, urgency, and personalised CTAs.
Conversion Rate (1–4%): Shows upsell effectiveness. Klaviyo reports flows convert better than campaigns due to timely delivery.
Revenue per Recipient (RPR: £0.15–£0.70): Evaluates the profitability of each email. Use it to prioritise optimisations that directly impact revenue.
AOV Uplift: Compare order values between recipients of the upsell flow and a control group.
Helps isolate and quantify upsell impact.
Why it matters:
These metrics are aligned with Klaviyo’s benchmarks and help identify which touchpoints drive revenue and where to optimise.
FAQs
1. What’s the difference between upsell and cross-sell in Klaviyo?
Upsells promote a higher-tier or upgraded version of the item purchased, while cross-sells offer complementary products. Both drive revenue but serve different intent.
2. Can I combine SMS with upsell flows in Klaviyo?
Yes. Use SMS reminders for urgency or follow-ups if a user clicks but doesn’t convert. SMS open rates are over 90% in 3 minutes—great for time-sensitive nudges.
3. How soon after purchase should upsell emails be sent?
Start 2–3 days post-purchase when excitement and intent are high. Avoid sending too early—let confirmation and shipping emails build trust first.
4. How do I know if my upsell flow is working?
Track metrics like Revenue Per Recipient (RPR), AOV uplift, and conversion rate. Aim for 1–4% conversion and RPR between £0.15–£0.70 for strong performance.
5. Can Klaviyo upsell flows work for subscription brands?
Yes—but segment subscribers carefully. Exclude active subscribers from one-time upsells and instead offer bundle upgrades, higher tiers, or add-on products.
Conclusion:
If you’re not using upsell flows in Klaviyo, you’re missing one of the easiest ways to grow your revenue. The brands winning in 2025 aren’t just making more sales—they’re making every sale worth more.
The key? Right product. Right moment. Right message.
With the strategies in this guide—from flow setup to personalisation to advanced tactics—you now have everything you need to build automations that do more than convert. They compound.
So don’t let your next order be your last touchpoint. Build an upsell flow that works harder, sells smarter, and leaves your competitors wondering what just happened.
Start now. And watch your AOV rise—one smart flow at a time.
Key Takeaways
Upsell ≠ Cross-Sell: Upsells offer higher-value versions of what customers just bought—perfect for post-purchase flows when intent is high.
6-Email Sequence Wins: Use Klaviyo’s flow builder to schedule offers, reviews, urgency, and feedback across 14+ days to lift conversions.
Personalise with Profile Data: Show different upsells based on purchase history, region, tags, or predicted order behaviour for relevance and trust.
Layer in AI & A/B Testing: Use Klaviyo’s product recommendation blocks and test incentives to improve click and conversion rates.
Track Revenue Metrics: Focus on RPR, AOV uplift, and click/conversion rates to measure and optimise flow success.
Don’t Stop After the Flow: Add review, referral, or replenishment flows post-upsell to boost lifetime value even further.
Worried your upsell emails aren’t converting?
Let us review your Klaviyo setup and highlight tactical wins—from dynamic blocks to predictive logic.
Click here and get your upsell flow audited for free and start generating more revenue per send.
Boost AOV and LTV with smarter Klaviyo upsell flows. Discover tested strategies, real examples, and advanced tactics to maximise every post-purchase order.
Most DTC brands overlook one of the highest-leverage flows in Klaviyo: the upsell.
It’s not just a bonus revenue generator—it’s your low-cost, high-trust path to lifting average order value (AOV), introducing better product options, and increasing customer lifetime value (LTV) with zero extra ad spend.
But here’s the problem: most brands either fire off one generic “want more?” email or drop the offer too early—before trust has even formed.
This guide walks you through a structured, tested, and advanced approach to building a Klaviyo upsell flow that works. Let’s break it down.
What Is a Klaviyo Upsell Flow and Why It Matters
A Klaviyo upsell flow is a post‑purchase automation that recommends an upgraded, premium, or bundled version of the product a customer just ordered. Unlike cross-sells, which suggest complementary items, upsells elevate the original choice.
Why It Matters for DTC Brands
Boosts average order value (AOV) without additional ad spend
Builds deeper product engagement and introduces premium lines
Feels natural and context-sensitive, increasing trust and reducing churn
Most importantly, it's sent after purchase—when customer intent is high and attention is fresh.
Klaviyo’s documentation confirms that upsell and cross-sell automations are part of its post-purchase flows—some of the highest-performing automations in terms of revenue per recipient, often delivering 90 %+ more RPR than standard campaigns (Klaviyo Help Center).
The Ultimate Upsell Flow Strategy — Goals, Email Touchpoints & Setup
Quick Note: This is technically a cross-sell flow, but since most brands refer to it as an upsell flow, we’ve used that term throughout for clarity.
Primary Goal:
Encourage repeat purchases by promoting complementary or premium products tailored to past behaviour.
Secondary Goals:
Boost Lifetime Value (LTV): Introduce higher-margin or repeat-purchase items.
Drive Product Discovery: Surface lesser-known SKUs or new arrivals.
Defend Against Churn: Keep customers engaged post-purchase with relevant offers
Step-by-Step Setup: Klaviyo Upsell Flow
Step 1: Create the Flow in Klaviyo
Go to Flows > Create Flow > Build Your Own
Name it: Post-Purchase Upsell Flow
Click Create Flow
Step 2: Add a Trigger Filter
Trigger: Placed Order
Flow Filter: Has not purchased [upsell product or collection] since starting this flow
This ensures only eligible customers receive the upsell offer.
Optional Filters: Add a conditional split by:
Order value (e.g. over £75)
Specific items purchased
New vs returning customers
Step 3: Build the 6-Touchpoint Email Sequence
Email #1 (Day 14–21 post-purchase): Recommend a related product, upgrade, or bundle.
Email #2 (2–3 days after Email #1): Share reviews or UGC to build trust.
Email #3 (2–3 days later): Compare bundles vs. single products to highlight value.
Email #4 (2–3 days later): Add urgency with a time-limited offer.
Email #5 (2–3 days later): Final push using scarcity or countdown.
Email #6 (3–5 days later): Request feedback or suggest an alternative product.
Step 4: Add Flow Filters and Smart Branching
Split After Email #3 or #4:
Has Purchased = true → Exit flow
Viewed Upsell Product but Not Purchased → Branch into stronger urgency path
Placed Order ≥ 2 times → Show loyalty-style upsell or exclusive offer
A/B Test Ideas:
Subject lines (emotional vs practical)
Offer style (discount vs bundle vs free gift)
Product image (lifestyle vs plain)
Timing delays (shorter vs longer spacing)
Pro Tip:
Make sure these upsell emails don't clash with your transactional or shipping updates. Aim to slot them in during natural “quiet periods” in the customer journey.
7 Advanced Upsell Flow Strategies (2025 Edition)
Unlock greater post-purchase revenue by layering advanced strategies on top of your upsell flow. These tactics are backed by Klaviyo capabilities, platform documentation, and proven DTC practices.
1. Use Profile-Based Conditional Logic to Personalise Upsell Blocks
How it works:
Use Klaviyo’s built-in show/hide logic to dynamically display product blocks based on profile properties like:
Item previously purchased (e.g. "Ordered Product contains Starter Kit")
Profile tags (VIP, Repeat Buyer, Subscription Active)
Region or language (e.g. EU customers see EU-specific add-ons)
Lifetime Value threshold (CLV > $150 sees bundle deals)
Why it works:
Relevant upsells feel like curated recommendations—not promotions. Klaviyo supports this with no-code conditional blocks.
2. Trigger Smart Delays Using Predicted Next Order Date
How it works:
Layer upsell touchpoints around Klaviyo’s predictive analytics, specifically:
“Expected Date of Next Order”
“Predicted CLV”
Send higher-tier or bundle offers before the customer is statistically likely to re-order.
Use case:
For consumables (e.g. skincare, pet food), send an upgrade or bundle offer 5–7 days before the predicted reorder date.
Why it works:
Timing the upsell around replenishment windows maximises conversion likelihood.
3. Retarget via Ads or SMS if No Upsell Conversion
How it works:
If a customer opens but doesn’t convert after Email 2 or 3:
Auto-sync to a Segment → Retarget via Meta Custom Audiences or Google Ads
Trigger SMS reminder with soft urgency (e.g. “Your perfect upgrade is still in stock”)
Why it works:
Klaviyo’s native integrations with Meta and SMS enable seamless multi-channel nudges. SMS read rates average 90% within 3 minutes.
4. Personalised Product Recommendation Block (AI-Powered)
How it works:
Leverage Klaviyo’s Personalised Product Recommendations block in your upsell emails. These are generated by Klaviyo’s AI, based on:
Purchase history
Site activity
Similar customer behaviour
Use case:
Add this block below your core offer in Email 3 or 4 as a dynamic fallback or to show “More You Might Love” style content.
Why it works:
It helps avoid stale, one-size-fits-all upsells—and ensures every offer stays relevant to the shopper.
Pro tip:
We’ve broken down how to fully use Klaviyo’s dynamic blocks in our Klaviyo Product Block guide — perfect if you want to maximise personalisation in your upsell automations.
5. A/B Test Incentives vs. No Incentive in Final Touchpoints
How it works:
In the final upsell touchpoint (Email 5, 10–14 days post-purchase), split test:
Variant A: Upsell product only
Variant B: Upsell product + 10% off code or free shipping
Use Klaviyo’s built-in flow email A/B testing to measure conversion lift.
Why it works:
Incentives can help close the deal—but only when sent to the right segment at the right moment.
6. Trigger Cross-Sell or Bundle Flows by Product Category
How it works:
Set up flows based on purchased category or collection (e.g. mattress buyers → upsell to bed frame or bundle). Use the “Category” or “Item” property in your trigger logic.
Why it works:
Product-fit recommendations feel natural and increase cart value without pushing irrelevant items.
Klaviyo supports this via Shopify, WooCommerce, BigCommerce integrations. Custom properties reference
Check out our guide on how to optimise Klaviyo for WooCommerce to set up your flows properly, capture upsell data, and automate smarter follow-ups.
7. Upsell-Triggered Review or Referral Flow
How it works:
If a customer converts on an upsell email, trigger a:
Review request (via Okendo, Junip, etc.)
Referral prompt using loyalty tools like Lootly or Klaviyo's Smile.io integration
Why it works:
Reinforces buyer confidence and turns upsell customers into advocates.
Bonus Tip
Exclude customers with active subscriptions from one-time product upsell flows. You can do this using Klaviyo's profile filter:
Subscription Status = Active (from platforms like Recharge or Skio).
Types of Klaviyo Upsell Flows (with Real Email Examples)
Not all upsells are the same. Use tailored flows based on product type, timing, and customer behaviour. Below are proven upsell flow types with real examples to inspire your own. These examples follow the same conversion principles as our high-performing product promotion emails—clear offers, bold visuals, and CTA hierarchy.
1. Standard Product Upgrade Flow
Core to any upsell sequence — show upgraded versions of a purchased item. Ideal right after a base product purchase.
2. Cross-Sell-Enhanced Upsell Flow
Use complementary item logic to suggest accessories instead of upgrades.
Use Case: Bought a sofa → suggest matching cushions or coffee table
Klaviyo Setup: Use productID or collection-based splits to route customers
3. Bundled Product Flow (Category-Triggered)
Auto-recommend bundles from specific categories, increasing AOV through cohesive pairings.
Example: “Complete your yoga set in one go”
Klaviyo Setup: Trigger by Shopify collections or category filters
4. Post-Upsell Review Request Flow
Reinforce upsell conversions with a dedicated review email for the upgraded product.
Example: “How are you liking your Pro Blender Upgrade?”
Klaviyo Setup: Use product-specific review automation
5. Loyalty-Based VIP Upsell Flow
Use loyalty tier data or CLV segmentation to send exclusive upsell offers to high-spend customers.
Example: “Because you're a VIP – 20% off premium bundles”
Klaviyo Setup: Sync loyalty platform tiers into profile properties
Common Mistakes & Troubleshooting
Upsell flows have high revenue potential—but only if set up correctly. Below is a skimmable table of common errors, their impact, and verified fixes using Klaviyo’s current features. Each recommendation is backed by Klaviyo documentation or trusted e-commerce best practices as of 2025.
Bonus Opportunities (Post-Upsell)
Once the flow ends or if the customer doesn’t convert:
Launch a Replenishment Flow for consumables or refills (e.g. beauty, supplements)
Send a Referral CTA Email to leverage satisfied customers
Request a Review post-upgrade to build future social proof
Cross-sell vs. upsell flows: When to recommend complementary items vs. upgrades (explored in detail in our Klaviyo cross sell flow guide).
Metrics to Track & Why They Matter
Monitoring these KPIs in Klaviyo helps assess upsell flow performance and ROI:
Open Rate (40–55%): Indicates subject line effectiveness and send timing. Post-purchase flows often see higher opens than standard campaigns.
Click Rate (5–10%): Measures content and offer relevance. Boost performance with product blocks, urgency, and personalised CTAs.
Conversion Rate (1–4%): Shows upsell effectiveness. Klaviyo reports flows convert better than campaigns due to timely delivery.
Revenue per Recipient (RPR: £0.15–£0.70): Evaluates the profitability of each email. Use it to prioritise optimisations that directly impact revenue.
AOV Uplift: Compare order values between recipients of the upsell flow and a control group.
Helps isolate and quantify upsell impact.
Why it matters:
These metrics are aligned with Klaviyo’s benchmarks and help identify which touchpoints drive revenue and where to optimise.
FAQs
1. What’s the difference between upsell and cross-sell in Klaviyo?
Upsells promote a higher-tier or upgraded version of the item purchased, while cross-sells offer complementary products. Both drive revenue but serve different intent.
2. Can I combine SMS with upsell flows in Klaviyo?
Yes. Use SMS reminders for urgency or follow-ups if a user clicks but doesn’t convert. SMS open rates are over 90% in 3 minutes—great for time-sensitive nudges.
3. How soon after purchase should upsell emails be sent?
Start 2–3 days post-purchase when excitement and intent are high. Avoid sending too early—let confirmation and shipping emails build trust first.
4. How do I know if my upsell flow is working?
Track metrics like Revenue Per Recipient (RPR), AOV uplift, and conversion rate. Aim for 1–4% conversion and RPR between £0.15–£0.70 for strong performance.
5. Can Klaviyo upsell flows work for subscription brands?
Yes—but segment subscribers carefully. Exclude active subscribers from one-time upsells and instead offer bundle upgrades, higher tiers, or add-on products.
Conclusion:
If you’re not using upsell flows in Klaviyo, you’re missing one of the easiest ways to grow your revenue. The brands winning in 2025 aren’t just making more sales—they’re making every sale worth more.
The key? Right product. Right moment. Right message.
With the strategies in this guide—from flow setup to personalisation to advanced tactics—you now have everything you need to build automations that do more than convert. They compound.
So don’t let your next order be your last touchpoint. Build an upsell flow that works harder, sells smarter, and leaves your competitors wondering what just happened.
Start now. And watch your AOV rise—one smart flow at a time.
Key Takeaways
Upsell ≠ Cross-Sell: Upsells offer higher-value versions of what customers just bought—perfect for post-purchase flows when intent is high.
6-Email Sequence Wins: Use Klaviyo’s flow builder to schedule offers, reviews, urgency, and feedback across 14+ days to lift conversions.
Personalise with Profile Data: Show different upsells based on purchase history, region, tags, or predicted order behaviour for relevance and trust.
Layer in AI & A/B Testing: Use Klaviyo’s product recommendation blocks and test incentives to improve click and conversion rates.
Track Revenue Metrics: Focus on RPR, AOV uplift, and click/conversion rates to measure and optimise flow success.
Don’t Stop After the Flow: Add review, referral, or replenishment flows post-upsell to boost lifetime value even further.
Worried your upsell emails aren’t converting?
Let us review your Klaviyo setup and highlight tactical wins—from dynamic blocks to predictive logic.
Click here and get your upsell flow audited for free and start generating more revenue per send.
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