Email flow filters for e-commerce automation

POST-4/7👉 Email used to be a megaphone. In 2025, it’s a whisper in a very specific ear. Gone are the days when “blast to all” could pass as a strategy. In fact, that approach in 2025 is actively hurting your deliverability. Email Service Providers (ESPs) like Gmail, Yahoo, and Outlook are no longer just evaluating your IP health—they’re scoring your sender behavior at the recipient level. That means if 40% of your list is cold or disengaged, Gmail sees you as the problem—not just the user. ⚠️ Real Consequence: 1. We audited an ecommerce fashion brand with 220K contacts. Over 92K of them hadn’t clicked a single email in 90+ days. Gmail flagged them for bulk spam behavior, and inboxing fell from 78% to 46% overnight. 2. They were running promos weekly. Nothing was technically broken—but nothing was relevant. That’s what got them crushed. What Micro-Segmentation Solves in 2025: ✅ Reduces spam complaints ✅ Increases engagement velocity ✅ Signals positive intent to inbox providers ✅ Unlocks higher revenue per send with smaller cohorts Micro-Segmentation Tactics That Work Now: 1. Behavior-Based Journeys: Forget static tags. If someone viewed winter boots but didn’t buy, your next 3 emails better talk about warmth, snow, or style—not your general spring lookbook. ✅ Klaviyo + Shopify data lets you trigger flow branches based on: Last viewed product category Cart abandonment by SKU group Pages viewed in session (via UTMs or on-site behavior) Pro Tip: Use dynamic content blocks inside campaigns to adjust hero sections based on browse activity without cloning entire flows. 2. Lifecycle Automation by Spend Velocity This isn’t “new vs returning” logic anymore. In 2025, flows shift based on: Time since last order AOV trends SKU replenishment cycles Example: First-time customer who hasn’t returned in 30 days → “2nd purchase incentive” High-value buyer within 7 days → “VIP early access” Customer inactive 60+ days → Winback + dynamic offer block + channel sync suppression 3. AI-Supported Clustering Tools like RetentionX, Lexer, and even Klaviyo’s predictive analytics are now building multi-dimensional customer clusters using: Purchase frequency Channel source Time to second order Category loyalty It’s loyal mid-value buyers who shop monthly but only when free shipping is offered. ✅ What to do: Export these clusters to your ESP Build messaging that maps exactly to their past actions Suppress low responders from paid channels and warm email instead. Ready to Execute? Create 5 foundational micro-segments: 1. High spenders 2. First-time buyers 3. VIPs (CLV > 2.5x avg) 4. Dormant >90 days 5. Active clickers, no conversion Test 2 cadences per segment: VIPs: 4x/month + early access Dormant: 1x/month reactivation with content—not promos Use Recency, Frequency, and Monetary score buckets to tag customers and let your automations react to movement between them. #EmailMarketing #email

I audited 70 dtc e-commerce klaviyo accounts last year and they all had the same issues with their customer journey. Make sure you avoid these common mistakes and ensure your messages align with the customer's journey: ▸ Welcome Email 🔹Fix: Remove recipients who have started checkout or placed their order after starting the flow. ▸ Browse Abandonment 🔹Fix: Remove recipients who have started checkout or placed their order after starting the flow. ▸ Abandoned Checkout 🔹Fix: Remove recipients who placed their orders after starting the flow. ▸ First and Repeat Customer Thank You 🔹Fix: Remove recipients who placed their orders, started a checkout, or canceled the order after starting the flow. ▸ Replenishment 🔹Fix: Remove recipients who placed their orders or started a checkout after starting the flow. ▸ Post Purchase 🔹Fix: Remove recipients who placed their orders, started a checkout, or canceled the order after starting the flow. ▸ Winback 🔹Fix: Remove recipients who placed their orders or started a checkout after starting the flow. There are other exit conditions you can add to email and sms flows for better messaging and experience, but these are the most common issues I see. You need to consider the number of times a user can receive a particular flow and whether a subscription customer should or shouldn't enter specific flows (assuming you have a subscription program). Sending relevant messages to your audience helps improve the customer experience and nudges them to take the right action at the right time. What are the other flow filters you would like to add? #emailmarketing #ecommerce

99% of email marketers are making a huge mistake tackling Klaviyo's recent price hikes: they're using manual workarounds to reduce the billing. But there's a 3-step process to automate this entirely using Webhooks. Here's how it works 👇 Step 1: Define your suppression criteria 2 layers you need to pay attention to: 1. Email level activity: metrics specific to email engagement 2. Site level activity: metrics specific to on-site engagement Create segments that analyse these based on 90, 180 & 365 day + engagement. Step 2: Create a Sunset Flow Here's the 4-step process I recommend: 1. Send 2-3 re-engagement emails 2. Ask explicitly for engagement 3. Remove any engaged user from the flow 4. Tag remaining unengaged with a custom property Step 3: Use a Webhook to suppress these customers automatically Create a segment of all customers who receive the profile property from the previous step. Create a flow that gets triggered by this segment and add a webhook that automatically suppresses them. Voila, you're now cleaning your list on autopilot and reducing billing proactively rather than reactively. #emailmarketing #klaviyo #ecommerce