How we redesigned Klaviyo flows for a UK Shopify brand and delivered a 55% revenue uplift, without touching their ad spend.

This UK Shopify brand had the foundations in place: Klaviyo was connected, a welcome flow was live, and they had an abandoned cart sequence running. But revenue from email was well below what their list size should have been generating.

Their welcome flow was generating around £200/month, which sounds fine until you realise most welcome sequences for brands at their stage should be 3–5× that. Their abandoned cart and browse abandonment flows combined were doing roughly £1,600/month. Not bad, but not optimised.

The bigger issue: they had no visibility into why performance was flat, no testing culture, and a review request flow that was sending to everyone, including people who hadn't even received their order yet.

What we did

Klaviyo flow auditCopy rewriteSend-time optimisationSegmentationCustomer vs non-customer splitsA/B subject line testing

1. Full flow audit

We reviewed every live flow, timing, triggers, exit conditions, and conversion data. Identified 6 structural issues causing revenue leakage: emails firing too late, flows with no exit splits, and welcome discounts that weren't tracking properly.

2. Abandoned cart redesign

Rewrote all three emails in the sequence. Added social proof to email 2, a hard urgency close to email 3, and split the flow to treat first-time visitors differently from returning customers. Adjusted timing from 1h / 24h / 72h to 45min / 23h / 47h.

3. Welcome series rebuild (Customer vs Non-Customer)

Split the welcome flow into two tracks: subscribers who had never bought, and subscribers who were already customers. Each got a different message, different discount offer, and different CTA. The 10% discount was preserved but framed more effectively.

4. Browse abandonment + review request fixes

Tightened browse abandonment timing and added product image personalisation. Fixed the review request trigger to only fire after confirmed delivery, and added a suppression filter for customers who had already left a review.

The results 30 days post-launch

All numbers are Klaviyo-attributed over a 30-day window following the flow redesigns going live in May 2026.

• Abandoned Cart (Email): £1,890↑ from £1.6k combined with Browse Abandonment -> 5.44% placed order rate · 591 recipients

• Welcome Series: £368 ↑ 84% vs prior month (~£200) -> 2.89% placed order rate · 314 recipients

• Customer Thank You: £349 -> 1.44% placed order rate · 417 recipients

• Browse Abandonment: £198 -> 1.92% placed order rate · 317 recipients

Total flow revenue moved from £1,600/month (combined) to £2,905/month -> a 55.2% uplift. Campaign revenue grew 9.7% simultaneously. Combined attributed revenue for the month: £8,059.50.

It's worth noting: this is an early read. Flow revenue compounds as list size grows and segments mature. We expect further uplift in the 60-day report.

Services delivered

This engagement sat within our Email & Retention service tier - typically priced from £1,500/month as a standalone, or bundled into our full-service retainer.

Klaviyo flow strategyEmail copywritingFlow build & QASegmentation setupMonthly performance reporting.