Avoiding Over-Saturation in Cart Emails

One of the most common issues we find when auditing e-commerce email accounts: Overlapping customer journeys. Imagine an email subscriber who recently signed up for your list, proceeded to checkout, but didn’t buy. Unless you have a clear flow hierarchy, this subscriber is now receiving both the welcome and checkout abandonment flow simultaneously. Let’s say you’re offering a 10% welcome discount & 15% checkout abandonment discount. They’re now receiving misaligned and confusing communication with different offers, one after another. Now add your weekly newsletters to the equation. At worst, this subscriber might receive 3 different emails with different offers in one day, making their experience both confusing and frustrating. So what’s the solution? 1. 𝐌𝐚𝐩 𝐨𝐮𝐭 𝐲𝐨𝐮𝐫 𝐞𝐦𝐚𝐢𝐥 𝐡𝐢𝐞𝐫𝐚𝐫𝐜𝐡𝐲 For instance, you might want to prioritize: → flows > newsletters → cart abandonment > welcome flow → post-purchase flows > everything else 2. 𝐈𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭 𝐞𝐱𝐜𝐥𝐮𝐬𝐢𝐨𝐧 𝐬𝐞𝐠𝐦𝐞𝐧𝐭𝐬 E.g. → A profile joins the welcome flow → update their profile with WelcomeFlow Active property  → exclude everyone with that property from lower-priority flows/campaigns. 3. 𝐔𝐬𝐞 𝐜𝐨𝐫𝐫𝐞𝐜𝐭 𝐟𝐥𝐨𝐰 𝐟𝐢𝐥𝐭𝐞𝐫𝐬 E.g.  → Exclude people who added to cart from the browse abandonment flow → People who started checkout from cart abandonment flow → People who bought from checkout abandonment flow Etc. 4. 𝐔𝐬𝐞 𝐬𝐦𝐚𝐫𝐭 𝐬𝐞𝐧𝐝𝐢𝐧𝐠 Smart sending allows you to exclude people from getting another email if they have received one in the past x hours (16h by default in Klaviyo). I recommend only using this in regular newsletters and some lower-priority flows. When it comes to important flows and big promotions like BFCM, you should turn it off. Would you do something differently or add something? 💬

You’re sending too many emails, and it’s hurting you ⚠ You’ve got your welcome flow. Your post-purchase flow. Your abandoned cart. Your winback. Your campaigns. Your promos. Your launches. And suddenly… One subscriber is sitting inside 5 flows + 3 campaigns in the same week... No wonder they’re ignoring you (or worse, unsubscribing). Here’s how to clean up the chaos 👇 🧹 Audit all your automations quarterly ✅ Pull up your live flows and map the overlaps. Where are people getting hit from multiple directions? Where can you consolidate, suppress, or delay? 🎯 Prioritize based on intent, not activity ✅ Someone who just purchased? Maybe they don’t need the full winback or generic campaign. ✅ Someone inside a high-intent cart flow? Suppress non-critical campaigns temporarily. ⚙️ Set smart exclusions ✅ Use flow filters + campaign exclusions to make sure people aren’t getting bombarded. Example: skip a promo blast if they’re mid-way through a post-purchase experience. 📊 Monitor unsub rates by flow & campaign ✅ High unsub rates aren’t just about bad content. Sometimes, they’re about overload. 💡 Pro Tip: More touchpoints do not always equal better performance. The smartest brands send better-timed, more relevant emails. That’s how you drive retention without burning your list. #emailmarketing #ecommerce #klaviyoemailmarketing   #emailflows #retentionmarketing #conversionstrategy   #scalingbrands #EmailsThatPrintMoney #InboxRevenuePlaybook

Email cadences in Account Engagement (#Pardot) are great way to introduce a prospect to your company, introduce a new product, and much more. But there's important to recognize that the "always on" cadence should not be prioritized over a specific campaign launch. You want to avoid over-saturating the recipients with the emails from both the campaign and the "always on" cadence. In Engagement Studio, if a Prospect is enrolled in a program but stops meeting the enrollment list criteria (without ending the program), their place in the ES is retained. In the future if they meet the criteria again, they will return to the ES at the place where they stopped. This is valuable when you need to launch an email cadence for a specific campaign, knowing that the prospects on that campaign's list are likely enrolled in the "always on" email cadence as well. Here's what you can do: 1. Pause the "always on" email cadences. 2. Add the sending list for the campaign as a suppression list in the "always on" Engagement Studio(s) 3. Turn the engagement studios back on. 4. Turn on your campaign-specific email cadence 5. Once the campaign ends, pause the "always on" Engagement Studios again 6. Remove the suppression list from the Engagement Studios 7. Turn the Engagement Studios back on 8. Check to confirm the prospects have returned to the "always on" email cadence. With this process in place, you are able to ensure your campaign runs, the recipients aren't getting saturated with email, and the prospect returns to the email cadence they were on to begin with.