How I Build High-Converting Email Journeys in Klaviyo

By Chris Johnson, Lifecycle & Retention Strategist

Quick take:

Flows aren’t just a nice-to-have. They’re your digital sales team—and when built right, they print money. Here’s exactly how I use Klaviyo to build smarter journeys that increase conversions, drive retention, and scale revenue.

Introduction

Most brands are still stuck in “blast mode.” And it’s killing their retention.

Every Klaviyo account I audit has the same issue: a few flows set up, maybe a welcome series or a cart reminder, but no real strategy behind it. Flows aren’t meant to sit in the background—they should be working harder than your weekly campaigns.

Here’s how I build email journeys that move the needle.

1. Don’t start with the flow—start with the journey The first mistake I see? People jump straight into Klaviyo and hit “Create Flow.” But you can’t build great flows if you don’t understand the customer journey. Here’s what I map first:

- Where is this customer in their lifecycle?

- What’s their intent?

- What would I need at that point to convert?

Then I plug in flows like:

- Welcome- Abandon cart/browse

- Post-purchase

- Replenishment or subscription push

- Win-back

It’s not about sending more—it’s about sending what matters.

2. Write emails like a person—not a brand If your emails sound like they were written by a legal department, you’ve already lost. Here’s how I write:

- Subject lines that feel like a text: “Still thinking about it?” or “Quick heads up…”

- One clear CTA, not five buttons fighting for attention

- A punchy opener and a helpful reason to buy

- A testimonial, review, or UGC image to build trust fast

Sometimes I send plain-text style emails just to cut through the noise.

3. Behavior > blast Klaviyo’s superpower is triggers. Use them.

I set up flows based on:

- Viewed product but didn’t buy

- Opened but didn’t click

- Purchased once, never came back

- Delay in shipping or delivery

Smart filters + conditional logic = messages that feel relevant and timely, not robotic.

4. Optimize for real KPIs

You don’t need more opens—you need more revenue.

I track:

- Revenue per recipient (RPR)

- Flow-specific conversion rate

- Second-purchase rate

- LTV lift over 60–90 days

If it’s not making money, we fix it—or cut it.

Must-Have Flows (That Drive Revenue)

Flow	Why it matters
Welcome	Turn browsers into buyers with smart storytelling
Abandon Cart	Recover high-intent shoppers in real time
Post-Purchase	Educate and nudge toward that second order
Replenishment	Perfect for consumables or refillable products
Win-Back	Re-engage before they ghost for good

Call to Action

Still batch-and-blasting like it’s 2019? Or worse—just relying on one or two flows?

Let’s change that.

🔹 Book a free twenty minute retention audit 🔹 Hire me through MarketerHire if you need retention strategy without the overhead.

Chris Johnson builds lifecycle programs for DTC brands doing $2M–$200M in revenue. When he’s not optimizing flows, he’s taste-testing new IPAs or breaking Klaviyo in the name of science.