Flows
Follow one flow
for a quarter.
This is Northline’s welcome series from July to September, on the three pages you’d use in Sendfire: the plan, one change, and the review that read the result. Northline is a fictional brand.
Decide what the flow is for.
In Sendfire the plan is called a Flow Spec. It says what the flow is for, which number shows whether it’s working, and what each message is there to do. You write it against the flow as it is in Klaviyo, and every save is kept as a version.
“Turn a new subscriber into a first order inside two weeks, without a discount until message three.”
Change it on purpose.
A change is called a Revision, and you write it before you touch Klaviyo: which step, what changes, why, and what you expect it to do. When the change shows up in Sendfire’s next daily read of Klaviyo, you confirm it and the plan is updated.
“Move the first-order nudge from day six to day four. Orders from this flow cluster in the first five days.”
Read it against the plan.
The review is called a Flow Retro. On the cycle you choose, monthly, quarterly or twice a year, it grades the flow’s main number against your expectation and the previous period, lists the changes that ran, and suggests what to look at next. Nothing becomes work unless you start it.
“Placed order rate held at 2.4%. One change this quarter, made without a test. Test the day-four timing before relying on it.”
Flow Spec
Version 3 · written against the flow as read on 4 Jul- Objective
- Turn a new subscriber into a first order inside two weeks, without a discount until message three.
- Primary KPI
- Placed order rate
- Expectation
- Hold the current level, 2.4%
Revision
Planned 9 Jul · confirmed in Klaviyo 11 Jul- Step
- Message 3 · Your first pack
- Change
- Send on day four instead of day six.
- Why
- Orders from this flow cluster in the first five days. Message three arrives after most people have decided.
- Expect
- Placed order rate, up
- How
- Made directly, without a test. The next review reads it with that caution.
Flow Retro
Quarterly · Jul to Sep, against Apr to Jun- Revisions
- Message 3 to day four, 11 Jul. Made without a test, so the lift can’t be attributed to it.
- Next work
- Test day four against day six on message 3 before relying on it. Becomes work only if you start it.
- For the report
- One paragraph, offered to September’s report. Nothing enters the report until you add it.
Between decisions,
the flow is still looked after.
Flows change in small ways all year. This is where those changes go, and where you hear about the ones you didn’t make on purpose.
Sendfire reads each flow’s structure once a day. A step, wait, split or message that changed since the last read shows up in the flow’s History as “Edited in Klaviyo”, with a place to add the reason afterwards.
When a flow’s last 30 days fall clearly below its own previous 30, it appears on Today, Sendfire’s daily list of what needs a look. The comparison is the flow against itself, never a peer group or a benchmark. From there you start a change or ask in Chat.
Share the plan, a change or a review with a client and they read that exact version, comment on it, and approve it if they’re an approver. They see the plan and the outcome, not your targets or the raw numbers.
The monthly report offers the month’s changes and any completed review as a paragraph. You add what belongs. Nothing enters the report on its own.
What Sendfire won’t do to a flow.
- Change it. Sendfire reads Klaviyo and never writes to it. Every change is yours, made in Klaviyo.
- Compare it to a peer group. No benchmarks. A flow is read against its own previous period and your expectation.
- Call a change a win. A change made without a test is recorded and read with a caution, not as proof. The review can still propose a Brand Memory change from what the quarter showed, and you decide it. A brand-new lesson needs a concluded Test behind it.
- Grade thin evidence. If the period is missing days or has too few recipients, the Retro says so instead of guessing.
- Read your copy. History sees the structure of a flow: steps, waits, splits, messages. It does not notice edits to the words inside a message.
Know why every flow
is the way it is.
Write the plan, make the change, read the result. Klaviyo keeps running the flow, and you keep the reasons.
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