Dive into the data

Our data shows that top brands, regardless of size, had at least 8 revenue-generating flows live in Q4. Larger brands, meanwhile, had at least 13.


Crucially, the most successful brands were primarily focused on activating existing flows, including SMS flows. Ideally, you should set up new flows before Q4 to maximize revenue generation during the busy shopping period.

In Q4, the most common flows remain consistent with other quarters: welcome series and browse/cart abandonment series. This underscores the ongoing importance of nurturing new subscribers and recapturing lost sales throughout the year.

Key advice

To maximize revenue during Black Friday, aim to have 8 or more flows ready to go, focusing on the types recommended in the checklist.


For larger accounts, consider additional flows specifically designed for your Black Friday sales, such as those focused on VIP customers with exclusive offers. These flows can significantly boost sales by leveraging increased consumer excitement and engagement during Q4.

Incorporate SMS flows alongside your email flows to further enhance your communication strategy. SMS flows can provide timely reminders and exclusive offers, complementing your email campaigns and driving higher engagement rates.

Checklist

Optimize and launch at least 6 flows. Options include:

  • Welcome series​
  • Abandoned cart
  • Browse abandonment
  • Post-purchase
  • Win-back
  • Back-in-stock
  • BFCM
  • Price drop
  • VIP
  • Review request
  • Minimum usage
  • Cross-sell
  • +1 specific to bespoke integrated data sources or business needs

Put this step into action

CHECKLIST

Use this Black Friday flows checklist to ideate tests, keep track of statuses, and get tactical how-to advice on how to set up your flows in Klaviyo.

Win more sales this Black Friday with Klaviyo

Over 169,000 global brands use the only CRM built for B2C to power smarter digital relationships—not just during Black Friday, but all year long.