1. Mapping the Customer Journey
Designing Flows for Key Engagement Stages
Customer lifecycle marketing involves delivering targeted messages at key stages of the buyer journey. Klaviyo structures these automation paths as 'Flows', triggered by user actions (e.g. viewed product, active on site).
The core flows for B2C storefronts are: Welcome Series (new signups), Abandoned Cart (recovery), Browse Abandonment (intent capture), and Post-Purchase (loyalty).
Welcome Flow Open Rate
48% - 55%
Average benchmarks for welcome flows
Abandoned Cart Recovery
12% - 18%
Average recovery rate for cart reminders
Post-Purchase Retention
+22% LTV
Average improvement in repeat customer value
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