Master Email Marketing Flows: Top Picks for B2C and B2B Success

In the dynamic landscape of eCommerce, effective email marketing is essential. By leveraging the powerful tools offered by HubSpot and Klaviyo, you can create compelling, automated email flows that drive sales and nurture customer relationships, catering to both B2C and B2B audiences. We know it can be a tad bit overwhelming, but don’t worry. Flatline...

Last updated: 27 Jun 2024 - 9 mins read

Evelina All-round marketeer

Top email marketing flows for B2B & B2C


In the dynamic landscape of eCommerce, effective email marketing is essential. By leveraging the powerful tools offered by HubSpot and Klaviyo, you can create compelling, automated email flows that drive sales and nurture customer relationships, catering to both B2C and B2B audiences. We know it can be a tad bit overwhelming, but don’t worry. Flatline Agency got you! In this blog we will provide some core email marketing flows to test out immediately. We promise it is not that hard!

Without further hesitation, let’s dive into them and see how we can take your marketing game to next level.

B2C email marketing flows

Welcome series: making a stellar first impression

A well-phrased, witty, and informative welcome series can significantly impact your brand perception. Send a warm welcome, share your brand story, and offer an exclusive discount.

Here’s how you can structure it:

  1. Day 1: Welcome email – Thank the new subscriber, introduce your brand, and offer a special discount or incentive.
  2. Day 3: Brand story – Share your brand’s story, mission, and values, helping the subscriber connect on a personal level.
  3. Day 7: Product highlights – Showcase top products or services, highlighting their benefits with compelling visuals and testimonials.
  4. Day 14: Social proof and community – Include customer reviews, testimonials, and encourage following your social media channels.
  5. Day 21: Follow-up offer – Remind them of the initial discount with a friendly nudge to make their first purchase.

HubSpot’s personalised content and Klaviyo’s segmentation ensure these emails are tailored to the interests of each subscriber.

Abandoned cart reminders: salvaging lost sales

Cart abandonment is a common issue, but timely reminders can recover these lost opportunities. Highlight the items left behind and create urgency with limited-time offers. Both HubSpot and Klaviyo excel in dynamic content, making these reminders hard to ignore.

Here’s a structured approach:

  1. Hour 1: Reminder email – Send a quick reminder highlighting the items left in the cart.
  2. Day 1: Incentive email – Offer a small discount or free shipping to entice the customer to complete the purchase.
  3. Day 3: Social Proof email – Showcase reviews or ratings of the abandoned products, building trust and urgency.
  4. Day 5: Last Chance email – Emphasise the limited availability of the items or the expiration of the discount.

Browse abandonment: capturing interested visitors

Browse abandonment emails target potential customers who have shown interest but haven’t added items to their cart:

  1. Hour 1: Reminder Email – Send a gentle reminder highlighting the products they viewed with enticing images and descriptions.
  2. Day 1: Incentive Email – Offer a small discount or special promotion to encourage them to revisit and consider purchasing.
  3. Day 3: Social Proof Email – Showcase customer reviews and ratings of the browsed products to build trust and credibility.
  4. Day 5: Last Chance Email – Create urgency with limited-time offers or low stock alerts to motivate action.

HubSpot’s behavioural triggers and Klaviyo’s browsing history tracking ensure these emails are timely and relevant.

Post-purchase follow-up: fostering loyalty

A thoughtful post-purchase flow enhances customer satisfaction. Send order confirmations, shipping updates, and feedback requests. HubSpot’s customer satisfaction surveys and Klaviyo’s predictive analytics help tailor these communications for maximum impact.

A thoughtful post-purchase flow can turn one-time buyers into loyal customers:

  1. Day 1: Order confirmation – Confirm the purchase and express gratitude, providing a detailed summary of the order.
  2. Day 3: Shipping update – Notify the customer about the shipping status and expected delivery date.
  3. Day 7: Product use tips – Share tips or guides on how to use the purchased product effectively.
  4. Day 14: Review request – Encourage the customer to leave a review or feedback about their purchase experience.
  5. Day 21: Loyalty invitation – Invite the customer to join your loyalty program or offer an exclusive discount for their next purchase.

Customer re-engagement: reigniting interest

Re-engagement campaigns can bring inactive customers back into the fold. Offer special discounts, highlight new arrivals, or simply ask for feedback. HubSpot’s behavioural triggers and Klaviyo’s segmentation tools ensure you reach the right audience at the right time.

Bringing inactive customers back can be challenging but rewarding:

  1. Month 3: Check-in email – Send a friendly check-in to see how they are and if they need any assistance.
  2. Month 4: Special offer – Provide an exclusive discount or special offer to re-engage their interest.
  3. Month 5: New arrivals – Highlight new products or services that might catch their interest.
  4. Month 6: Feedback request – Ask for feedback on why they haven’t engaged recently and how you can improve.

Product recommendations: boosting average order value

Personalised product recommendations based on previous purchases or browsing behaviour can drive additional sales. HubSpot’s smart content and Klaviyo’s machine learning algorithms deliver highly relevant suggestions to your customers.

Here is a good starting point for your flow:

  1. Day 1: Post-purchase suggestions – Immediately after a purchase, recommend complementary products.
  2. Week 1: Browsing history email – Based on recent browsing behaviour, suggest related items.
  3. Month 1: Seasonal picks – Highlight products that are popular or essential for the current season.
  4. Month 3: Wishlist reminder – Remind customers of items they’ve added to their wishlist or shown interest in.

Feedback and reviews: building trust

Encouraging customers to leave reviews and feedback builds social proof and trust. Automate these requests post-purchase and integrate reviews into your email campaigns. Both HubSpot and Klaviyo streamline this process effectively. Hre is what you can try out:

  1. Day 7: Initial feedback request – Ask for immediate feedback on the purchase process and product.
  2. Day 14: Detailed review request – Encourage a more detailed review on platforms like Trustpilot or Google Reviews.
  3. Month 1: Follow-up feedback – Check in to see if they’re still satisfied and ask for any additional comments.
  4. Quarterly: Survey invitation – Invite them to participate in a broader customer satisfaction survey.

Loyalty programs: rewarding your best customers

Loyalty programs keep customers coming back. Integrate your program with HubSpot to track and segment customers, or use Klaviyo’s predictive analytics to tailor rewards and incentives.

  1. Signup: Welcome to loyalty program – Send an immediate thank-you and explain the benefits of the program.
  2. Monthly: Points update – Provide a monthly update on their points balance and how they can redeem rewards.
  3. Quarterly: Exclusive offers – Share exclusive offers or early access to new products for loyalty members.
  4. Annually: Anniversary thank you – Celebrate their loyalty anniversary with a special gift or discount.

Here are some additional ideas, are you ready to excel?

Klaviyo Flows Tutorial for Shopify (2024): 8 Email Marketing Flows You NEED Live

B2B email marketing flows

Lead nurturing: turning prospects into clients

For B2B, nurturing leads is crucial:

  1. Week 1: Educational content – Share valuable resources relevant to their industry or needs.
  2. Week 2: Case studies – Highlight successful case studies to build credibility.
  3. Week 4: Product demos – Offer a free demo or trial of your product or service.
  4. Month 2: Webinar invite – Invite them to a webinar that addresses their pain points.

Create a series of educational emails that guide potential clients through the sales funnel. HubSpot’s lead scoring and Klaviyo’s advanced segmentation help deliver the right content at the right time.

Webinar invites and follow-ups: engaging and educating

Webinars are a valuable tool for B2B engagement. this could be a good example of an email marketing flow:

  1. Month 1: Save the date – Announce the webinar and allow recipients to save the date.
  2. Week 3: Detailed invite – Provide details about the webinar, including speakers and agenda.
  3. Week 1: Reminder email – Remind registrants and encourage more sign-ups.
  4. Day Before: Last-minute Reminder – Send a final reminder with a link to join.
  5. Post-Webinar: Follow-up email – Share key takeaways, a recording of the webinar, and additional resources.

Use email flows to invite prospects to webinars and follow up with key takeaways and additional resources. HubSpot’s event tracking and Klaviyo’s custom properties can automate this process.

Customer onboarding: ensuring smooth transitions

Onboarding new clients smoothly is vital. Send a series of emails that provide helpful resources, training materials, and support information. HubSpot’s onboarding templates and Klaviyo’s triggered emails ensure clients feel supported from day one. here is one way to go about it:

  1. Day 1: Welcome email – Thank them for their business and provide an overview of the onboarding process.
  2. Day 3: Introduction to account manager – Introduce their account manager and provide contact details.
  3. Week 1: Training resources – Share essential training materials and resources.
  4. Month 1: Check-in – Ensure they are settling in well and address any concerns.
  5. Quarterly: Progress update – Provide a review of their progress and next steps.

Upselling and cross-selling: maximising client value

Identify opportunities for upselling and cross-selling with personalised email recommendations:

  1. Month 1: Usage review – Review how they’re using the product and suggest enhancements.
  2. Month 2: Complementary services – Offer additional services that complement their current usage.
  3. Quarterly: Performance review – Provide a performance review and suggest advanced solutions.
  4. Annually: Renewal and upgrade offers – Discuss renewal options and potential upgrades as their business grows.

HubSpot’s CRM data and Klaviyo’s purchase behaviour insights help target these emails effectively.

Are you new to HubSpot’s workflows? Check out this video for a complete overview!

HubSpot Workflows: The COMPLETE Guide (2024)

Partner with Flatline Agency for expert email marketing flows

At Flatline Agency, we specialise in optimising email marketing strategies using HubSpot, Klaviyo, and even Shopify. Our experts tailor campaigns to your specific needs, ensuring your B2C and B2B email flows are engaging, personalised, and effective. With our deep understanding of these platforms, we can help you automate and enhance your communications, driving better results and stronger customer relationships. Trust Flatline Agency to elevate your email marketing flows game and achieve your business goals.


Implementing these email marketing flows with HubSpot and Klaviyo can revolutionise your eCommerce strategy, whether you’re targeting B2C or B2B audiences. By automating and personalising your communications, you’ll boost engagement, drive sales, and build lasting relationships.


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