Piqki — Klaviyo Flows Implementation Spec

Built by Max sub-agent · 2026-02-22
Purpose: Step-by-step build guide for Max to implement in Klaviyo once Gin approves
Status: Draft — awaiting Gin sign-off

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Prerequisites — Do These First

Before building flows, ensure in Klaviyo:

1. Connect Shopify — Use Klaviyo's native Shopify integration (Settings → Integrations → Shopify)
2. Sync historical data — Import last 90 days of customer data
3. Create segments — Build the segment definitions below
4. Set up profile properties — first_name, lifetime_value, total_orders
5. Configure default unsubscribe group — One-click list-unsubscribe header

Segment Definitions

Segment Name	Definition	Use Case
Subscribers - Never Purchased	Added to list, 0 orders	Welcome Series
Active Customers	Purchased in last 90 days	Post-Purchase, VIP
Lapsed Customers	Last purchase 90-180 days ago	Win-Back
Lost Customers	No purchase in 180+ days	Suppress or quarterly only
VIPs	3+ purchases OR $150+ LTV	VIP/Loyalty Flow
Cart Abandoners	Started checkout, no purchase in 1hr	Abandoned Cart
High-Intent Browsers	Viewed PDP 2+ times, no purchase	Browse Abandonment

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FLOW 1 — WELCOME SERIES

Flow Type: Triggered Flow (List-based trigger)
Primary Trigger: Added to "Newsletter" list (or API event Newsletter Signup)

Trigger Configuration

Setting	Value
Flow trigger	Added to List: "Newsletter Signups"
Metric name	Added to List
List name	Newsletter
Include profile filters	Total Orders = 0 (hasn't purchased)
Exclude	Anyone who has purchased

Flow Structure

[Trigger: Added to Newsletter List]
  ↓
[Wait: 0 hours] → Email W1 (immediately)
  ↓
[Wait: 48 hours] → Email W2
  ↓
[Wait: 72 hours] → Email W3 (Day 5)
  ↓
[Wait: 120 hours] → Email W4 (Day 10)
  ↓
[Wait: 480 hours] → Email W5 (Day 30, conditional)
  ↓
[Exit] → On purchase → Enter Post-Purchase Flow

Emails in Flow

#	Name	Timing	Subject Line	Copy Source
W1	Brand Intro	Immediate	"High standards. Low maintenance."	piqki-klaviyo-email-copy.md
W2	PiqWheel Explanation	Day 2	"The part nobody else figured out."	piqki-klaviyo-email-copy.md
W3	Social Proof + Objections	Day 5	"What happens after 14 days."	piqki-klaviyo-email-copy.md
W4	First Purchase Offer	Day 10	"Something for you."	piqki-klaviyo-email-copy.md
W5	Re-engagement	Day 30 (if no purchase)	"Still here."	piqki-klaviyo-email-copy.md

Smart Sending Settings

Setting	Value
Smart Send	Off (Welcome emails should be immediate)
Quiet hours	Off (anytime is fine for welcome)
Frequency cap	1 email per 2 days max
Predictive Send	Off

Exit Conditions

• Purchase detected → Exit flow, enter Post-Purchase Flow
• Unsubscribed → Exit all flows
• No purchase after W5 → Stay on list for other campaigns, no further welcome emails

Profile Properties to Set

• welcome_series_completed = True (after W5)
• first_purchase_offer_sent = True (after W4)
• welcome_series_day = 0/2/5/10/30 (tracking)

Success Metrics

W1 Open Rate 50-60% W2-W4 Open Rate 35-50% CTR 8-15% Conversion 8-15%

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FLOW 2 — ABANDONED CART

Flow Type: Triggered Flow (Behavioral)
Primary Trigger: Started Checkout but didn't purchase

Trigger Configuration

Setting	Value
Flow trigger	Started Checkout metric
Event filter	Has not placed order in 1 hour
Additional filter	Cart total > $0
Exclude	Anyone who purchased

Flow Structure

[Trigger: Started Checkout → No purchase in 1hr]
  ↓
[Wait: 1 hour] → Email A1
  ↓
[Wait: 24 hours] → Email A2 (if no purchase)
  ↓
[Wait: 48 hours] → Email A3 (if no purchase)
  ↓
[Exit] → On purchase OR after A3 + 7 days no purchase

Emails in Flow

#	Name	Timing	Subject Line	Copy Source
A1	Cart Reminder	1 hour after abandon	"You left something."	piqki-klaviyo-email-copy.md
A2	Sizing Objection	24 hours after A1	"The sizing question, answered"	piqki-klaviyo-email-copy.md
A3	Final Nudge	72 hours after A1	"Last one."	piqki-klaviyo-email-copy.md

Smart Sending Settings

Setting	Value
Smart Send	On (best send time per recipient)
Quiet hours	9pm - 8am (don't disturb night)
Frequency cap	1 email per flow instance
Predictive Send	On

Success Metrics

Recovery Rate 5-15% Revenue/Recip $5-15 Open Rate 35-45%

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FLOW 3 — POST-PURCHASE (First Order)

Flow Type: Triggered Flow (Placed Order)
Primary Trigger: First purchase completed

Trigger Configuration

Setting	Value
Flow trigger	Placed Order metric
Profile filter	Total Orders = 1 (first order only)
Exclude	Anyone with 2+ orders

Flow Structure

[Trigger: Placed Order (Order #1)]
  ↓
[Wait: 2 hours] → Email P1 (Order confirmation)
  ↓
[Wait: 7 days] → Email P2 (Check-in + troubleshooting)
  ↓
[Wait: 14 days] → Email P3 (Replenishment + review)
  ↓
[Exit] → After P3 → Enter Replenishment Flow

Emails in Flow

#	Name	Timing	Subject Line	Copy Source
P1	Order Confirmation	Same day	"Order confirmed. Here's how to nail it."	piqki-klaviyo-email-copy.md
P2	How-To + Troubleshooting	Day 7	"A week in — how's it holding?"	piqki-klaviyo-email-copy.md
P3	Replenishment + Review	Day 21	"Time for a new set?"	piqki-klaviyo-email-copy.md

Success Metrics

P1 Open 70-80% P2-P3 Open 35-50% Review Rate 10-20%

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FLOW 4 — BROWSE ABANDONMENT

Flow Type: Triggered Flow (Viewed Product)
Primary Trigger: Viewed Product Page, did not add to cart

Trigger Configuration

Setting	Value
Flow trigger	Viewed Product metric
Event filter	Has not added product to cart in 4 hours
Additional filter	Is in list: Subscribers (known email only)
Exclude	Anyone who purchased in last 7 days

Emails in Flow

#	Name	Timing	Subject Line	Copy Source
B1	Product Reminder	4 hours after view	"You were looking at [product name]."	TBD — Gin to approve first
B2	Product Details	48 hours after view	"The details on [product name]."	TBD — Gin to approve first

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FLOW 5 — WIN-BACK (Lapsed Customers)

Flow Type: Triggered Flow (Time-based)
Primary Trigger: No purchase in 90 days (segment trigger)

Trigger Configuration

Setting	Value
Flow trigger	Segment: "Lapsed Customers" (90-180 days no purchase)
Metric	Last Order Date > 90 days ago
List membership	Must be on email list
Exclude	Already in Win-Back flow

Emails in Flow

#	Name	Timing	Subject Line	Copy Source
WB1	What's New	Day 90 (entry)	"It's been a while."	TBD — Gin to approve first
WB2	Re-engagement Offer	Day 97	"Something new, on us."	TBD — Gin to approve first
WB3	Final	Day 105	"Staying or going?"	TBD — Gin to approve first

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FLOW 6 — VIP / LOYALTY

Flow Type: Triggered Flow (Metric-based)
Primary Trigger: 3rd purchase OR $150+ lifetime value

Emails in Flow

#	Name	Timing	Subject Line	Copy Source
V1	VIP Welcome	On trigger	"You're one of our people."	TBD — Gin to approve first
V2	Early Access	Before each drop (24hr before public)	"Early access: [collection]"	TBD — Gin to approve first
V3	Exclusive Offer	Quarterly	"Just for you."	TBD — Gin to approve first

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FLOW 7 — PRE-LAUNCH EMAIL CAPTURE

Flow Type: List-based Flow + Date-based
Primary Trigger: Added to "Pre-Launch Waitlist" list OR specific date trigger

Emails in Flow

#	Name	Timing	Subject Line	Copy Source
PL1	Announcement	Day -14	"Something's coming."	TBD — Gin to approve first
PL2	Sneak Peek	Day -11	"First look."	TBD — Gin to approve first
PL3	Social Proof	Day -8	"People are excited."	TBD — Gin to approve first
PL4	Last Chance	Day -5	"48 hours."	TBD — Gin to approve first
PL5	Launch Day	Day 0	"Now available."	TBD — Gin to approve first

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FLOW 8 — REFERRAL / AFFILIATE WELCOME

Flow Type: Triggered Flow (List + API)
Primary Trigger: Joined referral/affiliate program OR referred friend made purchase

Emails in Flow (Referrer)

#	Name	Timing	Subject Line
R1	Program Welcome	On join	"Your link is ready."
R2	Referral Thank You	Each referral	"Someone used your link."
R3	Milestone Reward	5 referrals	"You just unlocked [reward]."

Emails in Flow (Referred Friend)

#	Name	Timing	Subject Line
RF1	Welcome + Discount	On first purchase	"Welcome. Here's your reward."
RF2	How It Works	Day 7	"Your set. Your way."
RF3	Join Referral	Day 14	"Tell your friends."

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Suppression Rules (Global)

Scenario	Action
Unsubscribed	Exit ALL flows
Customer places order	Exit: Welcome, Abandoned Cart, Win-Back. Enter: Post-Purchase
Refund/Return	Exit: Post-Purchase, VIP
Bounced email	Suppress after 3 hard bounces
Invalid email	Hard suppress immediately
SMS opt-out	Exit SMS flows, email still allowed

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Build Order (Recommended)

1. Week 1 — Segments + Welcome Series (highest leverage)
2. Week 1 — Abandoned Cart (highest immediate revenue)
3. Week 2 — Post-Purchase Flow (brand experience + reviews)
4. Week 2 — Replenishment (if integrated with order data)
5. Week 3 — Win-Back
6. Month 2 — Browse Abandonment, VIP, Pre-Launch, Referral

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Notes for Max

• Klaviyo flow type selector: Use "Create Flow" → "Create from Scratch" → select Triggered/Date-based/List-based
• Metrics: All trigger metrics come from Shopify Klaviyo integration
• Testing: Before activating, create a test profile and walk through each flow
• QA: Double-check all links, dynamic content, and profile property triggers
• Analytics: Set up flow-specific dashboards in Klaviyo