The Klaviyo flows every skincare brand needs (in order)

Why do flows matter more than campaigns?

Because they reach people at the moment that matters, without anyone pressing send. A campaign goes to everyone on one day. A flow goes to one person on their day: the day they joined, left their checkout, received their parcel or ran out of serum. For a small team, that’s the difference between email that runs itself and email that depends on someone’s free afternoon.

The 8 flows, in the order we build them

What should each skincare flow say?

Welcome series (3–4 emails): who you are and why the formula is different, how to find the right product for their skin (a quiz or a simple guide), proof from real customers, and only then an offer if you use one.

Abandoned checkout (2–3 emails): a plain reminder within a few hours, then answers to the usual doubts: shipping, returns, “will this suit my skin?” Keep any incentive for the last email.

Post-purchase (3–4 emails): an order thank-you, how to use it the day it arrives, what to expect in week one and week four, and where to get help. This is the flow that cuts refunds and builds the habit.

Reorder reminder (1–2 emails): timed to when each product runs out, with a one-tap reorder link and a subscribe & save option.

Review request (1–2 emails): sent after the customer has used the product long enough to see results. Ask for skin type and time used, because detailed reviews help the next shopper and AI tools.

Win-back (2–3 emails): what’s new, what other customers with their skin type love, and a reason to come back. Remove people who never re-engage, to keep your list healthy.

What are the consent rules?

Short version, not legal advice:

• US (CAN-SPAM): marketing emails need an honest subject line, your physical address and a working unsubscribe link, honoured within 10 business days.
• UK and EU (GDPR and PECR or national e-privacy rules): get clear opt-in consent for marketing, with an unticked box. Order and delivery emails can be sent without marketing consent, but keep them about the order.
• SMS: needs its own consent everywhere, separate from email.

How we’d approach this at Cliktron

• Audit: check which flows exist, what triggers them and when they stop.
• Build the first four: welcome, abandoned checkout, post-purchase and reorder.
• Write for skincare: results, routines and skin type, not generic sale emails.
• Add the rest: browse, cart, reviews and win-back.
• Measure monthly: revenue per recipient for each flow, unsubscribes and repeat rate.

Your next step

Common mistakes

• Discounting in the first email of every flow.
• One reorder delay for every product.
• No post-purchase education, so customers never see results.
• Flows that don’t stop when someone buys.
• Missing unsubscribe links or pre-ticked consent boxes.