Core Flows Blueprint

LB Lively Bee Studio · For health, wellness & beauty brands

The 10 must-have email flows we set up first for every new client, written out for you: the popup, 14 ready-to-adapt emails, the timing, and a map of every flow.

10 flows14 emailsLive in 3 weeksWorks with any platformKlaviyo tips

Download the PDF version

Built by Lively Bee Studio, from the flows behind our clients' results

46ecommerce brands served

$31.9Memail & SMS revenue driven for clients*

Since 2020running email for growing brands

*Klaviyo-attributed email and SMS revenue across our clients since 2020, approximate.

Start here

Before you build

01 · The basics

What's a flow?

An email series that sends itself when a shopper does something.

Set it up once, and it works in the background, day and night.

Also calledAutomationsSequencesJourneysWorkflows

02 · Why it matters

Why every store needs flows

Perfect timing

Reaches shoppers right after they sign up, browse or buy.

Sales while you sleep

Welcomes, reminds and thanks without you pressing send.

A better experience

Every customer gets a warm, consistent journey.

03 · Your foundation

10 must-have flows for the moments every store has

New subscriber

Almost bought

First order

Time to restock

Drifted away

Flows are living things

Monitor and improve them, and add new ones as your audience and customer journey grow.

Subscriptions?New subscriber, renewal and cancellation flows

Loyalty points?Points earned, rewards waiting, VIP milestones

Frequent launches?Back-in-stock and launch-interest flows

The most important step is to start.

Every flow you switch on starts collecting data on what your audience opens, clicks and buys. That data shows you what to improve next. Follow this Blueprint and set up your must-haves.

04 · Your plan

Get all 10 flows live in 3 weeks

Build in the order your revenue comes from: the people closest to buying first.

Week 1

Capture new subscribers and your warmest buyers

PopupWelcomeAbandoned Checkout

Week 2

Catch shoppers earlier and look after new customers

Abandoned CartBrowseSite AbandonmentPost-Purchase

Week 3

Bring customers back and keep your list healthy

ReplenishmentWinbackSunset

05 · How to use it

How to use this Blueprint

Fill the [brackets]

Swap in your brand, products, codes and story.

Copy and paste

Each email has copy buttons. The preview shows it filled in for Selvane, an example brand.

Start with 1–3 emails

Add, change or cut emails after 30 days of results. Campaigns: start at 1 a week.

When flows overlap

Closest to buying wins: Checkout → Cart → Browse → Site.

Klaviyo tipTurn on Smart Sending for browse and site abandonment emails so they skip people who just got another email. Leave it off for Welcome and Checkout, where timing matters.

Claims check Health, wellness and beauty copy must never say a product cures, treats or prevents anything. Describe the ritual, the ingredients and what customers enjoy. Check your copy against your product's approved claims (general guidance, not legal advice).

After 30 days

Your 30-day workbook: check, clean, then grow

After 30 days of sending, fill in your numbers, clean your list, and only then add or cut emails. Your entries save in this browser; in the PDF, write them in by hand.

Check each flow

Write each flow's overall numbers for the last 30 days. Then open the flow and check it email by email: note the weakest email in the last column.

Date checked:

Popup	Submit rate	Revenue ($)	Placed order rate	Notes
Signup popup

Flow	Revenue ($)	Placed order rate	Open rate	Click rate	Unsub. rate	Spam rate	Email to fix
Welcome
Abandoned Checkout
Abandoned Cart
Browse Abandonment
Site Abandonment
Post-Purchase
Replenishment
Winback
Sunset

Treat open rates as a rough signal only: Apple Mail Privacy Protection can count emails as opened automatically.

Fix the weakest email first

Match what you see to what to try. Change one thing at a time, then check again in 2–4 weeks.

Low open rate

Test the subject line, the preview text and the send timing.

Low click rate

Work on the first screen: headline, hero image, button text and where the button sits.

Low placed order rate

Mix up the products you feature. In dynamic emails, rethink the structure: move the product block higher and make the copy more helpful, answering the questions that hold people back.

High unsubscribe rate

Look at the timing, the number of emails in the flow, or the offer.

Spam complaints

Usually too many emails, or people who didn't clearly sign up. Check your forms and consent wording.

Clean your list

Suppress these profiles from marketing emails (don't delete them). Fewer, more engaged subscribers protect your deliverability.

Spam traps and fake sign-upsNever active on your site AND never viewed a product AND never placed an order AND never opened an email (all time), and can receive email marketing.

Unengaged all-timeJoined more than 365 days ago AND has never opened AND never clicked an email, and can receive email marketing.

Unengaged past yearJoined more than 365 days ago AND received at least 5 emails AND no opens and no clicks in the last 365 days, and can receive email marketing.

New store? Start with the first segment. The other two matter once your list is more than a year old; going forward, your Sunset flow keeps the list clean for you.

Then grow

Once the basics are working, pick one at a time.

Add a 4th email to your best-performing flowMore of what's already working.

Split Post-Purchase into first-time and repeat buyersWelcome new customers; thank and reward loyal ones.

Split Abandoned Checkout and Cart into first-time and repeat buyersNew shoppers need reassurance; returning customers need a reminder.

Add a birthday flowAsk for birthdays in your popup or account page, then send a little treat.

Add a VIP flowFor customers with 3+ orders or a high total spend: early access, thank-you gifts, first looks.

Add an immediate upsell flow for first-time buyersWhen a first order is one item or below your average order value (e.g. under $50), send a quick "want to add something?" with a pairing. If orders can't be edited after checkout, suggest it for next time.

Work with us

Whenever you're ready for more support

$31.9Memail & SMS revenue driven for our clients since 2020 (Klaviyo-attributed, approx.)

46brands and counting

30–50%of our clients' attributed revenue comes from email

44.5xaverage return on email (up to 62.5x)

Once the must-have flows are live, our clients' email share of revenue usually rises about 5 percentage points in the first 30 days, and about 10 by day 90.

Free · 5-minute video

Get a free audit of your email account

Not sure what to fix first? We'll record a short personalized video of your account, with your real numbers and the first things we'd fix.

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Done With You

Coaching while you run it

You keep the keys; we keep you on track. Weekday Slack support, a monthly snapshot with clear action items, and a monthly call to plan what's next.

Learn more

Done For You

We run it for you

A dedicated team (account manager, Klaviyo specialist, copywriter and designer) runs your flows and campaigns, while you approve the creatives and the strategy. Most brands start with our Deep Audit.

Learn more See the Deep Audit

Ready for campaigns too? The 2027 Email Campaign Calendar plans 156 campaigns for health, wellness and beauty brands.Get the 2027 Calendar · $34.99 →

© 2026 Lively Bee Studio. For use by the purchaser's own brand. Please don't resell or share. Selvane is a fictional example brand. Klaviyo is a trademark of its owner; this Blueprint is not affiliated with or endorsed by Klaviyo.