Most UK Shopify brands have a welcome flow and an abandoned cart sequence. Here are the Klaviyo flows that separate good email programmes from genuinely great ones.

If you've ever stared at your email marketing dashboard wondering whether your 22% open rate is actually good or quietly terrible, you're not alone. UK e-commerce brands constantly ask us: "Are my email metrics normal, or am I leaving money on the table?" The honest answer? Most brands don't know whether their email performance is exceptional, average, or underperforming because they're comparing themselves to outdated industry benchmarks that don't account for iOS privacy ch

Every few months, some marketing "expert" declares that email marketing is dead, killed by social media, SMS, push notifications, or whatever channel is currently trendy. Meanwhile, email quietly continues delivering an average ROI of £32 for every £1 spent for UK e-commerce businesses; outperforming every other marketing channel by a significant margin. After managing email strategies for dozens of UK brands for the last 8 years, and as an official Mailchimp and Klaviyo Part