Klaviyo Customer Win-Back Flow Setup

Service Scope

Klaviyo Customer Win-Back Flow Setup is a fixed-scope implementation service for one business, one Klaviyo account, one connected ecommerce store, and one customer win-back flow containing up to four branded email messages.

The flow is designed for previous customers who completed a purchase but have not returned within the business’s expected repeat-purchase cycle. It uses purchase activity, strategic time delays, customer filters, personalized content, and approved offers to encourage another order.

This service is specifically for customer win-back automation. General subscriber re-engagement campaigns, sunset flows, and inactive-profile suppression programs are separate services.

Define the Win-Back Strategy

We establish one practical win-back strategy based on the client’s products, customer journey, and typical time between purchases.

The planning process covers:

• The desired repeat-purchase window
• The appropriate delay after the original purchase
• The purpose of each email
• The approved customer groups
• The products or categories to feature
• The incentive strategy, when applicable
• The intended call to action
• The conditions that should prevent additional messages

The first win-back message is scheduled after a reasonable period beyond the business’s normal buying cycle. The exact timing depends on the information and purchase data available in the client’s account.

Predictive modeling, custom retention research, customer-lifetime-value analysis, and advanced RFM strategy are not included.

Validate the Purchase Data

We review the existing ecommerce integration and confirm that the appropriate Placed Order event is available inside Klaviyo.

The review includes:

• Confirming the connected ecommerce store
• Identifying the correct purchase metric
• Reviewing available sample event data
• Checking whether recent orders are reaching Klaviyo
• Confirming that the available data can support the approved flow

The client must have an active and functioning ecommerce integration before implementation begins. Installing or repairing the integration, reconstructing historical data, and developing custom purchase events are not included.

Configure the Flow Trigger

We configure one metric-triggered Klaviyo flow using the approved Placed Order event from the connected store.

A repeat-purchase profile filter is added so customers who place another order after entering the flow do not continue receiving inappropriate win-back messages.

Additional in-scope filters may be used to restrict the flow according to approved customer, order, product, location, or marketing-consent conditions.

The service does not include separate flows for multiple stores, purchase platforms, brands, countries, or order metrics.

Build the Win-Back Sequence

We build one customer win-back flow containing up to 14 total configured components.

The flow may include:

• Up to four email messages
• Up to four time delays
• Up to two conditional splits
• Approved customer filters
• Personalization elements
• Product or category content
• Relevant calls to action

A typical sequence may progress from a friendly brand reminder to product discovery, customer reassurance, an approved incentive, and a final opportunity to return.

The exact structure is adapted to the client’s customer journey and does not require every available component when a simpler flow is more appropriate.

Create Up to Four Branded Emails

We create up to four branded email messages inside the Klaviyo drag-and-drop editor.

The service includes:

• Email copywriting
• Subject lines
• Preview text
• Branded layout and styling
• Calls to action
• Client-provided or approved product imagery
• Basic personalization
• Footer and unsubscribe review
• Desktop and mobile optimization

Up to 16 approved client-provided, website-sourced, or product-feed images may be used across the complete sequence.

New logos, product photography, custom illustration, advanced image retouching, and custom-coded HTML email development are not included.

Add Personalization and Product Content

Where the available account data supports it, the emails can include approved Klaviyo personalization variables and relevant product content.

Personalization may use:

• First name
• Customer information
• Purchase information
• Product categories
• Previous-order context
• Store or brand information
• Relevant product recommendations

Dynamic product recommendations depend on a properly synchronized product catalog and sufficient customer data. Product-feed installation, catalog repair, and custom recommendation algorithms are not included.

Fallback content is configured where appropriate so missing profile information does not create visibly incomplete messaging.

Configure Conditional Logic

We configure up to two practical conditional splits when different customer groups require different messaging.

Splits may be based on available data such as:

• Number of previous orders
• Customer status
• Order value
• Purchased category
• Engagement activity
• Profile information
• Existing segment membership

Conditional paths are limited to the approved component count. Complex multi-branch architecture, extensive customer scoring, and advanced predictive branching require a separate scope.

Incorporate an Approved Offer

The flow can incorporate one client-approved incentive strategy when appropriate.

The client must provide the final discount terms and ensure that any required coupon codes or store promotions are correctly configured and available.

We can insert approved static codes or supported existing Klaviyo coupon content into the emails. Creating ecommerce discount rules, developing a custom coupon system, configuring extensive dynamic-code logic, or determining promotional profitability is not included.

A discount is not required when a product reminder, replenishment message, new-product introduction, educational message, or other retention approach is more appropriate.

Review Message Settings

We review the essential settings for each included flow email.

This includes:

• From name
• From email address
• Reply-to address
• Subject line
• Preview text
• Smart Sending preference
• UTM tracking settings
• Link destinations
• Marketing-status eligibility
• Unsubscribe functionality

The authenticated sending domain and general Klaviyo account settings must already be correctly configured. Domain authentication and broader deliverability work are available as separate services.

Review Historical Profile Eligibility

We review whether eligible past customers can be safely added to the completed metric-triggered flow.

When the available data, marketing permission, flow timeline, and client approval support it, one controlled past-profile scheduling action may be completed. Klaviyo determines where eligible profiles enter according to the timing of their original purchase and the duration of the flow.

Customers whose purchases fall outside the completed flow timeline may require a separate segment and one-time campaign.

Historical-profile scheduling is not performed without client approval and does not guarantee that every previous customer will enter or receive every message.

Test and Validate the Flow

Before activation, we test the included email content and flow logic using the preview and testing options available in Klaviyo.

Testing includes:

• Trigger and filter review
• Conditional-path review
• Dynamic-content preview
• Personalization fallback review
• Link testing
• Desktop and mobile review
• Test emails to up to three client-provided inboxes
• One controlled review of Manual mode when appropriate

Testing is based on the data available in the client’s account. Inbox placement, rendering in every email application, customer engagement, conversions, and revenue cannot be guaranteed.

Activation and Handoff

After final client approval, the completed flow is placed in Manual or Live status according to the approved launch plan.

The client receives a concise implementation summary identifying:

• The flow configured
• The purchase metric selected
• The primary filters applied
• The approved timing structure
• The emails and flow components created
• The testing completed
• The status of the flow at handoff
• Any unresolved account or integration limitation
• Recommended next steps

The Klaviyo account, ecommerce store, customer data, email content, and associated business assets remain owned and controlled by the client.

Client Requirements

Before work begins, the client must provide:

• Administrator access to the Klaviyo account
• Access to the connected ecommerce store when required
• A functioning ecommerce integration
• Reliable Placed Order event data
• Information about the typical repeat-purchase cycle
• Approved sender name and sender address
• Brand guidelines and logo files
• Product information and approved imagery
• Final offer terms and coupon codes, when applicable
• Confirmation of marketing permission
• Up to three addresses for test emails
• Timely feedback and final approval

Delays in access, integration readiness, content, assets, offers, or approvals may extend the delivery schedule.

Delivery and Revisions

Standard delivery is 10–15 business days after all required access, information, content, and brand assets are received.

Two consolidated revision rounds are included when submitted within seven days of the initial delivery and remain within the approved scope.

Revisions may address included copy, design, timing, links, personalization, and standard flow configuration. A new strategy, additional emails, additional branches, a replacement flow, or materially different creative direction requires a separate service.

Important Scope Boundaries

The following are not included:

• Klaviyo subscription or usage fees
• More than one Klaviyo account or ecommerce store
• More than one customer win-back flow
• More than four email messages
• More than 14 configured flow components
• More than four time delays
• More than two conditional splits
• SMS, MMS, push notification, or WhatsApp messages
• Ecommerce integration installation or repair
• Custom event tracking or API development
• Product-feed or catalog repair
• Custom HTML email development
• New branding, photography, or advanced image production
• Advanced predictive analytics or RFM strategy
• Extensive dynamic coupon configuration
• General re-engagement or sunset automation
• Contact cleanup or suppression management
• Legal or regulatory compliance review
• Ongoing monitoring, reporting, or optimization
• Continuing A/B testing
• Guaranteed email delivery or inbox placement
• Guaranteed engagement, repeat purchases, or revenue