Australian Klaviyo accounts typically have abandoned cart set up and nothing else — browse abandonment and win-back are the two flows generating zero revenue that should be generating the most

Browse abandonment triggers when a visitor views a product page but does not add the product to their cart. Abandoned cart triggers when a shopper adds a product to their cart but does not complete the purchase. Browse abandonment represents earlier-stage purchase consideration — lower per-email conversion rate, but significantly higher volume, typically 2 to 4 times the number of events. The browse abandonment flow should use lighter pressure than the abandoned cart flow, since the visitor has not yet committed by adding to cart. Both flows should have suppression filters to prevent a visitor from receiving both sequences simultaneously.

The win-back window depends on the brand's average repurchase interval. For most Australian fashion, homewares, and general retail brands, the initial win-back trigger at 90 days after last purchase captures customers who are lapsing but not yet permanently churned. A 3-step win-back sequence — a reminder at day 90, a stronger incentive at day 105, and a final "we're removing you from our list" email at day 120 — is the standard structure. The final email in a win-back sequence consistently outperforms the first two on click rate because the perceived scarcity of list removal is credible.

Adding SMS to an existing Klaviyo abandoned cart flow requires enabling Klaviyo SMS for the account, verifying a sending number for Australia, and adding an SMS step to the flow after the first email (typically at the 4 to 6 hour mark). The SMS message must include the brand name, a direct checkout recovery link, and an opt-out instruction. Klaviyo handles carrier routing for Australian mobile numbers through its domestic carrier connections. The SMS list requires separate consent collection from the email list — subscribers who consented to email only cannot receive SMS without an additional opt-in step.

A post-purchase extension involves adding flow steps after the review request — typically a cross-sell recommendation at day 14 (based on a conditional split matching the product purchased to a related product category), a loyalty enrolment email at day 21 if the brand has a points or rewards programme, and a win-back teaser email at day 60 if no second purchase event has occurred. Each step uses a filter checking whether a second purchase has been placed; if it has, the customer exits the flow. This prevents sending cross-sell emails to customers who have already purchased again.

The Australian Spam Act 2003 requires that all commercial electronic messages include a functional unsubscribe mechanism, and that opt-out requests are honoured within 5 business days. In Klaviyo, every flow email must include an unsubscribe link. When a subscriber clicks unsubscribe, Klaviyo marks them as suppressed and excludes them from all future sends automatically. Brands must not send any further commercial messages to a suppressed address after the 5 business day window. Transactional messages (order confirmations, shipping updates) are exempt from the Spam Act's consent requirements but must still include an unsubscribe option if they contain any commercial content.