Shopify email flows: the setup, step by step
For the Shopify brand on Klaviyo: the app, the one flow to move first, what to pause in Klaviyo, the 30-day matched window, and what to compare in your own dashboards.
- What to prepare before day one
- What goes live, in order
- What to measure in week one and week four
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What to prepare
The Shopify app
Server-side, first-party tracking that captures every session, including anonymous visitors. Flows can go live the same day.
The flow to move first
Abandoned browse: it has the most shoppers browser tracking misses. Win-back comes second.
Klaviyo's export for the same flow
Emails per day, orders and revenue for the last 30 days, so the comparison is a matched window on the same store.
Your sending domain
The flow sends from your domain; set the records a week ahead. Klaviyo keeps the campaigns and newsletters.
What goes live, in order
Install the app and check capture
Compare sessions captured with your Shopify analytics for a few days. Anonymous visitors must appear on profiles.
Build the flow
Same trigger and timing as the Klaviyo flow, no added discount. Each email picks its products from what the shopper browsed and will likely buy next.
Pause the Klaviyo flow
The day Releva's goes live. Never both at once, or shoppers get two emails and the comparison is void.
Run 30 days
A matched window on the same store. Read Klaviyo and Releva side by side, orders counted once in Shopify.
Move win-back next
Same method: one flow, one pause, one window.
Let the agent run on the site
The recommendations that fill the emails also decide what each visitor sees on the store.
What to look at, and when
| When | What to look at | What good looks like |
|---|---|---|
| Week 1 | Emails per day on the flow against Klaviyo's before, delivered share, shoppers reached who never signed in | Reach up, as in the womenswear brand: about three times the shoppers on the same trigger |
| Week 4 | Revenue on the flow in the matched window, orders counted once in Shopify, discounts given | More revenue on the same flow with no added discount, read in Shopify |
| Month 3 | The 60-day repeat rate of first-time buyers who clicked a recommendation, against the rest | The pattern from the womenswear brand: a higher repeat rate for buyers who clicked a recommendation, in every monthly cohort |
Common mistakes
Running both flows at once. Two emails per abandoned browse, and no way to tell which one earned.
Adding a discount to the new flow. The comparison is then about the discount, not the flow.
Comparing unmatched windows. A sale week against a quiet week proves nothing; 30 days against the previous 30 on the same store.
Moving every flow in week one. One flow, read it, then the next; the brand keeps its email program while it learns.
See which of last week's visitors you missed
Thirty minutes, with your store and ad accounts open. Then 30 days free. A holdout group decides: if the agent doesn't add orders in 30 days, you don't pay.
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