Using Klaviyo Flows to Maximize Seasonal Revenue in Summer 2025 and Beyond: A Comprehensive Guide for eCommerce Brands

For me, seasonality is one of the most powerful factors driving eCommerce revenue throughout the year. Knowing how to effectively leverage this seasonality using Klaviyo flows can significantly boost your business’s bottom line. According to the Data & Marketing Association, the average ROI from email marketing is $36 for every dollar spent, and this figure spikes even higher during seasonal promotions like Black Friday, Cyber Monday, and summer sales. Specifically, during Black Friday weekend, email-driven revenue can increase by over 50% compared to non-holiday periods. Similarly, events like Amazon Prime Day, Memorial Day, and Independence Day play a major role in driving mid-year revenue growth for many brands.

As we approach June and July 2025, I believe it’s crucial for businesses to optimize their Klaviyo flows not only for these summer events, but also to prepare for upcoming seasonal promotions later in the year — including Back-to-School, Labor Day, early fall campaigns, and Black Friday. By building tailored Klaviyo flows for each of these occasions, your brand can maximize customer engagement and conversions.

In my experience, creating dedicated Klaviyo flows for every seasonal event is not just best practice — it’s an absolute necessity. Without targeted flows designed around seasonality, your email marketing risks becoming too generic and missing out on key revenue opportunities. Klaviyo empowers eCommerce brands with automation tools that let you send personalized, behavior-triggered emails at exactly the right times, aligned with your sales calendar. This increases relevance and ultimately boosts customer lifetime value.

In this article, I will explore what seasonal Klaviyo flows are, share expert opinions on how to structure flows, provide a detailed seasonal flow blueprint, and offer actionable recommendations to optimize your email marketing strategy for June, July, and beyond.

What Are Seasonal Klaviyo Flows and How Do They Work?

In the world of email marketing, Klaviyo flows are automated email sequences triggered by user behavior or calendar dates. When we talk about seasonal Klaviyo flows, we mean automated email series specifically designed around seasonal promotions, holidays, or events that influence buying behavior.

These flows are carefully structured to deliver timely messages that:

• Announce upcoming seasonal promotions
• Educate customers about special offers or products relevant to the season
• Follow up on cart abandonment with seasonal incentives
• Provide post-purchase upsell or cross-sell offers related to the season

By harnessing the full capabilities of Klaviyo, including segmentation, dynamic content, and precise scheduling, brands can automate these sequences, allowing for continuous engagement without manual intervention.

The beauty of seasonal Klaviyo flows is their adaptability. For example, during Amazon Prime Day, your Klaviyo flow might focus on exclusive early-access emails for VIP customers, while during Independence Day sales, the focus could shift to highlighting patriotic-themed products and limited-time discounts.

Moreover, Klaviyo enables brands to personalize flows based on customer data such as purchase history, engagement level, and geographic location—ensuring that emails resonate deeply and prompt action.

Wondering what are the most profitable flows in 2025? We got an answer here.

Dedicated Flows per Event or Optimized Templates? Expert Opinions

A recurring debate in the Klaviyo and broader email marketing community is whether to build dedicated flows for each seasonal event or to maintain a single, just adding holiday templates and then switching them.

Based on extensive experience and the consensus of industry experts, I strongly recommend creating dedicated flows for each seasonal event for the following reasons:

• Improved Attribution and Analytics: When each event has its own Klaviyo flow, it is easier to monitor performance metrics such as open rates, click rates, conversion rates, and revenue directly attributable to that specific flow. This granularity provides actionable insights for optimization.
• Reduced Operational Risk: Combining multiple events into a single flow can cause confusion. A small mistake in pausing or activating emails might result in customers skipping emails or receiving irrelevant messages. Dedicated flows isolate these risks.
• Tailored Messaging and Timing: Each seasonal event has its own unique tone, urgency, and customer expectations. A dedicated Klaviyo flow can be customized to reflect these nuances, enhancing engagement.

One downside I’ve encountered when managing multiple Klaviyo flows is that, unfortunately, you currently cannot transfer contacts from one flow to another automatically (yet). For example, if a customer enters your abandoned cart flow just an hour before your holiday promotion starts, they will continue receiving generic emails from that flow.

This limitation can create gaps in your seasonal email marketing and lead to missed revenue opportunities. While I hope Klaviyo will improve this functionality soon, at the moment there’s no perfect solution.

The best workaround I recommend is to start your holiday or seasonal flows a little earlier than the official promotion date. This way, you can capture more contacts in the dedicated flow before the event kicks off, minimizing the risk of customers missing important emails.

Although not ideal, this proactive timing adjustment helps ensure your customers receive the most relevant, timely messaging during key seasonal periods.

Case Study: Avoiding Revenue Loss.The Power of Dedicated Klaviyo Flows for Seasonal Success

One apparel brand initially managed all seasonal campaigns through a single Klaviyo flow, toggling emails on and off for different promotions. Unfortunately, poor management of flow status caused contacts to skip critical emails. This operational error resulted in a noticeable dip in revenue during prime seasonal windows.

After migrating to dedicated seasonal Klaviyo flows, each with clear start and stop triggers, the brand regained control. Seasonal revenue from email marketing increased by 15%, and customer engagement rates improved significantly. This example highlights how dedicated flows protect revenue and improve marketing precision.

Detailed Klaviyo Seasonal Flow Blueprint: A Step-by-Step Example

To help you visualize the power and structure of effective seasonal Klaviyo flows, here is a blueprint tailored for a summer promotional event, such as Amazon Prime Day or Independence Day sales.

Flow Name: Summer 2025 Promotional Flow

Trigger: Date-based trigger set to activate 7 days before the event start date.

Flow Steps:

1. Pre-Event Teaser Email (Day -7):
   • Purpose: Build anticipation and notify VIP customers about exclusive early access.
   • Content: Sneak peek of upcoming deals, countdown timer, and CTA to “Add to Wishlist.”
   • Klaviyo Features: Dynamic product blocks showcasing top summer products.
2. Early Access Email (Day -3):
   • Purpose: Reward loyal customers with early access.
   • Content: Promo code or unique link for early shopping.
   • Klaviyo Features: Personalized recommendations based on past purchases.
3. Main Event Announcement (Day 0, Morning):
   • Purpose: Launch the sale to the entire subscriber base.
   • Content: Highlight best deals, limited-time offers, urgency messaging.
   • Klaviyo Features: Countdown timers, dynamic pricing inserts.
4. Cart Abandonment Reminder:
   • Purpose: Recover abandoned carts with a seasonal incentive.
   • Content: Reminder of items left in the cart plus a limited-time discount.
   • Klaviyo Features: Triggered by abandoned cart event; personalized product details.
5. Last Chance Email:
   • Purpose: Urge shoppers to act before sale ends.
   • Content: Reminder of sale ending soon, highlighting popular items still available.
   • Klaviyo Features: Behavioral segmentation to target non-openers.
6. Post-Event Thank You & Cross-Sell:
   • Purpose: Appreciate customers and encourage additional purchases.
   • Content: Thank you message, product recommendations for summer essentials.
   • Klaviyo Features: Dynamic product blocks, personalized offers.
7. Feedback Request:
   • Purpose: Collect reviews and gather insights.
   • Content: Simple survey or review invitation.
   • Klaviyo Features: Triggered by purchase event; segmentation by product category.

This flow ensures full coverage of the promotional lifecycle, from awareness to post-purchase engagement, driving maximum revenue and customer satisfaction.

In our latest article, you can find out how to build a strategy.

Recommendations for Creating Effective Seasonal Klaviyo Flows in 2025

To unlock the full potential of your seasonal email marketing with Klaviyo flows, consider the following best practices:

1. Start Planning Early: Begin flow design and segmentation at least 4-6 weeks before the seasonal event to allow testing and refinement.
2. Use Multiple Triggers: Combine date-based triggers with behavior-based triggers (browsing, cart abandonment) for dynamic, responsive flows.
3. Employ Audience Segmentation: Segment based on purchase frequency, engagement level, and demographics to tailor messaging and avoid email fatigue.
4. Test Subject Lines and CTAs: Use Klaviyo’s A/B testing features to optimize open rates and click-throughs amid increased inbox competition.
5. Incorporate Urgency and Scarcity: Leverage countdown timers, limited stock messaging, and exclusive offers within flows.
6. Integrate SMS with Klaviyo: For even greater reach, combine email flows with SMS campaigns inside Klaviyo’s unified platform.
7. Monitor and Pause Flows Appropriately: After the seasonal event ends, pause flows immediately to prevent sending outdated promotions.
8. Analyze Flow Performance: Use Klaviyo’s analytics dashboard to identify bottlenecks and opportunities for improvement.

Conclusion

Seasonal promotions during summer 2025 and throughout the year present unparalleled opportunities to boost eCommerce revenue through well-crafted Klaviyo flows. Building dedicated flows for each event rather than relying on generic templates ensures clearer attribution, minimizes errors, and enhances customer relevance.

By implementing a detailed seasonal flow blueprint like the one shared, combined with strategic segmentation, precise timing, and continuous optimization, your brand can maximize seasonal email marketing revenue and build stronger customer relationships.

Klaviyo remains the leading platform empowering brands with the automation, personalization, and data insights necessary to succeed in today’s competitive eCommerce landscape. As an email marketing agency owner with deep expertise in Klaviyo, I recommend investing in your seasonal flow strategy now to secure sustained growth and profitability.