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Fashion Email Marketing Setup Checklist

Klaviyo flows generate 41% of email revenue from 5.3% of sends. Most fashion brands build their campaign calendar before their flows are live. This checklist fixes that — covering the 8 flows in the order to build them, plus the list setup and segmentation that makes them effective.

45 items · Free to use · Updated September 2026

0 of 45 complete
Platform Setup
Klaviyo connected to Shopify with live data sync confirmed
Double opt-in configured (recommended for deliverability)
Sending domain authenticated (SPF, DKIM, DMARC records set)
Unsubscribe page customized (not Klaviyo default)
Suppression list imported from any previous ESP
Sender name set to brand name, not personal name
Reply-to address is a monitored inbox
List Capture
Pop-up live with first-purchase incentive (10-15% off or early access)
Pop-up triggered at 30 seconds or on exit intent, not immediately
Embedded form on homepage and blog pages
Footer email capture present
SMS opt-in configured alongside email (optional but recommended)
Flow 1 — Welcome Series (Build first)
Email 1: immediate, brand introduction, first-purchase incentive
Email 2: brand story — who built this and why (day 2)
Email 3: best-sellers styled as complete looks by occasion (day 4)
Email 4: social proof — customer photos and reviews (day 7)
Email 5: incentive expiry reminder for non-purchasers (day 10)
Open rate target: above 40% on Email 1
Flow 2 — Abandoned Checkout (Build second)
Email 1: 1 hour after abandonment, exact cart contents, no discount
↳add one line of outfit context beneath the product image
Email 2: 24 hours after, address the styling or fit hesitation
Email 3: 72 hours after, optional time-limited incentive for first-timers
Trigger: Started Checkout event in Klaviyo
Flow 3 — Browse Abandonment (Build third)
Email 1: 4 hours after viewing, show the product with occasion context
Email 2: 48 hours after, show the complete look around that product
Trigger: Viewed Product event, suppressed for recent purchasers
Flow 4 — Post-Purchase
Order confirmation: transactional, immediate, include next occasion seed
Shipping and delivery: carrier tracking link, proactive exception alert
Post-delivery (day 3): styling guide for the piece — 3 ways to wear it
Post-delivery (day 14): review request, specific to the product's occasion
Post-delivery (day 30): complete-the-look email using taste model data
Flows 5-8 (Build after Flows 1-4 are live)
Back-in-stock alerts live for wishlist and browse-abandoned products
Win-back Flow: day 90 of inactivity — new arrivals in their aesthetic
Low-stock alert for previously viewed products
VIP/High-LTV segment: early access flow for 3+ purchase customers
Segmentation
Active segment: opened or clicked in last 30 days
At-risk segment: no opens in 31-90 days
Lapsed segment: no opens in 90+ days
Suppress lapsed from campaigns (protects deliverability)
Aesthetic segments built from browse behavior (minimalist, occasion, casual)
Post-purchase segment for each major product category
Metrics to Watch
Flow revenue as % of total email revenue: target 40-60%
Revenue per recipient (RPR): target £0.35+ on flows
Placed order rate on flows: target 2-5%
Email-attributed revenue as % of total store revenue: target 25-35%
Unsubscribe rate per send: flag anything above 0.5%

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