Klaviyo

Email flows

The 6 core flows

Campaign audiences

The segments we use for email campaigns, taken from the last 15 campaigns (Oct 26 to Nov 13, 2026). Copy the names exactly as shown when building a campaign in Klaviyo.

1. Main audience (standard sends)

Use all four together for promos, newsletters and launches.

  • [INCLUDE]: Tie Engaged (60d) (Tie incremental = N) - 1st party only
  • [YOCTO] - A - OTP - F = 1 Customers - Active - L180One-time buyers, active in the last 180 days
  • [YOCTO] - A - OTP - F = 2+ Customers - Active - L180Repeat buyers, active in the last 180 days
  • [YOCTO] - A+ - Prospects - Most Recent - L30DNewest non-buyers (last 30 days)

For bigger sends (waitlists, VIP invites) also add [YOCTO] - A - Prospects - Active - L31-90D.

2. Tie high-intent audiences

Tie scores how likely someone is to buy (Purchase Score, 1 to 10) and to open or click. Use these for a separate, extra send to the people most likely to buy.

  • Tie Purchase Score = 10 AND Click Score > 5 (or > 6)
  • Tie Purchase Score = 9+ AND Click Score > 5 (or > 6)
  • Tie Purchase Score = 7+ AND Click Score > 5 (or > 6)
  • Tie Purchase Score = 10 / 9+ / 8+ / 7+ AND Open Score > 6

Higher score = smaller, warmer list. When you send to Tie audiences on the same day as a main send, exclude the 4 main-audience segments so nobody gets it twice.

3. Standard exclusions (every campaign)

  • EXCLUDE: Gmail UnengagedNew Oct 15Protects Gmail inbox placement
  • [YOCTO] - Exclude - Negative Engagement
  • [YOCTO] - Exclude - Spam Trap Keywords
  • [YOCTO] - Exclude - Take A Break - 48 Hours
  • [Exclusion] - emails w/ fwd option (zendesk, paypal, etc)
  • Unengaged 'Mirai Customer' Sunset Candidates (Sunset Flow)
  • [EXCLUDE] Received email AND bounced in the last 7 days
  • Loop Subscriptions - All ACTIVE Subscribers - Any Product - Email SubscribedSubscribers already get their own offers
  • [Exclusion] Ordered Product Last 30DRecent buyers (skip for back-in-stock or product news)

4. Situational exclusions

  • [EXCLUDE] Received 10+ email and clicked zeroAdd on discount and sale sends
  • [Exclusion] Body Wash Recent Purchasers Last 45DAdd when the email promotes body wash
  • [INCLUDE]: Tie Engaged (60d) ... (male)Use as an exclusion for women-only topics (Menopause Day)
  • Kopi: Finished Sunset and still unengaged (suppress candidates)For sunset and list-cleanup sends

Check: 3 campaigns since the Gmail exclusion was added did not use it (Oct 18 Menopause Day, Oct 28 sunset email, Oct 30 Halloween first-order email).

Other live flows

FlowWhat it does

Numbers are Klaviyo's own (orders placed within Klaviyo's attribution window after an email). They will not match Triple Whale or Shopify exactly. Mirai and Tie versions of a flow are added together. "Open in Klaviyo" needs a Klaviyo login.