How I Set Up Klaviyo for a Supplement Brand: Flows, Copy, and What Drove €182K

Published 2026-06-15 · Updated 2026-07-22

The brand had Klaviyo connected. They were sending a newsletter once a month. The list had 8,000 subscribers and was generating under 5% of total revenue from email. Twelve months later, email was responsible for €182,000 in attributed revenue. This is what changed.

What the account looked like before

No flows. Welcome series: zero. Abandoned cart: zero. Post-purchase: zero. The account was connected to Shopify but sitting there doing nothing automated.

DNS was not authenticated. Emails were going out from a shared IP pool. Open rates were running around 18% and declining month over month.

No suppression logic. The entire list got every email, regardless of engagement. This is how you get flagged as spam.

Fix the foundation before writing a single email

Most people start with copy. That is the wrong starting point. If your sending domain is not authenticated, deliverability will undermine every email you write.

Step one: SPF, DKIM, and DMARC records on the sending domain. Step two: set up a dedicated Klaviyo sending domain. Not your main domain. A subdomain like email.yourbrand.com.

Then warm the domain. Start sending to your most engaged subscribers first. 1,000 per day for the first week. Scale up over four weeks before going to the full list.

Before that: clean the list. Anyone who had not opened in 180 days went into a sunset sequence. If they did not re-engage, they came off the list. Smaller engaged lists outperform large disengaged ones every time.

Build flows before campaigns

Most accounts do it backwards. They start with campaigns because campaigns are visible. You write them, schedule them, send them, watch the results.

Flows run automatically. You build them once and they work while you sleep. Set up flows first and let them generate baseline revenue before adding campaign work on top.

The five flows every supplement brand needs: welcome series, abandoned cart, post-purchase, browse abandonment, and win-back. That is the full stack.

Welcome series: where the biggest gains are

New subscribers are at peak intent. They just gave you their email. The welcome series is when they are most likely to buy, which means it is the flow that drives the most revenue if it is built well.

This account had a five-email welcome series over 21 days. Email 1 (day 0): deliver the discount they signed up for. Nothing else. No brand story, no product listing. One link, one CTA.

Email 2 (day 3): one bestselling product with one specific claim backed by data. Not five products. Not a category page. One product.

Email 3 (day 7): social proof. Verbatim customer reviews with specific outcomes. Not 'I love this product.' Specific: 'I've been taking this for six weeks and my recovery time has dropped noticeably.'

Email 4 (day 14): handle the objection. For supplements, the objection is almost always efficacy or safety. Address it directly.

Email 5 (day 21): urgency. The welcome discount expires. State a clear deadline.

This series generated 31% of total flow revenue across the year.

Abandoned cart: get specific about the objection

The standard abandoned cart email reads: 'You left something in your cart.' That line was written for every product from socks to software. It does not work as hard as it should.

For supplements, people abandon because they are not sure it will work for them. They are not forgetting the cart exists. They are hesitating.

Email 1 (1 hour): reminder with one specific product benefit, not just the product name. Email 2 (24 hours): one customer result, quoted verbatim from a real review, directly relevant to the product they left. Email 3 (72 hours): a discount with a clear expiry date and time.

Cart recovery was running at a 9% conversion rate by month three. The industry benchmark is 5 to 10%. Getting specific about the hesitation is what moves the needle.

Post-purchase: the missed retention window

Post-purchase open rates average around 59%. That is the highest open rate of any email type. Most brands send one transactional confirmation and stop there.

Email 1 (day 1): confirmation plus usage instructions. When to take it, how much, what to expect in the first two weeks. People want this information and almost no brand provides it.

Email 2 (day 7): a check-in. Ask how they are getting on. This email generated hundreds of direct replies and review submissions. It also caught people who had issues before they turned into chargebacks.

Email 3 (day 30): replenishment nudge. A standard supplement supply is 30 days. The timing is not accidental.

The numbers after 12 months

€182,000 in attributed email revenue. Email went from under 5% to 38% of total store revenue.

Average open rate across flows: 47.3%. The list grew from 8,000 to 19,000 subscribers.

These are not industry-wide averages. These are real numbers from one account, built with the setup described above.

What actually drove the result

Flows first. Technical foundation before copy. Specific copy over generic copy. Suppression logic that kept deliverability clean.

None of these are novel ideas. The difference is doing all of them at the same time and not cutting corners on the setup phase because it feels less visible than writing emails.

The welcome series alone, set up in week one, generated revenue from day two of operation. That money was sitting there before the account existed.