Marketing

Creating flows and campaigns in Klaviyo

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This guide walks you through creating flows and campaigns using the Continue Client Dashboard, including how to build custom campaigns with your own HTML templates.

Flows

Flows are automated email sequences triggered by specific customer actions (e.g. abandoning checkout, signing up, making a purchase).

Creating a Flow

  • Navigate to Marketing > Flow Configs in the Client Dashboard
  • Click Create
  • Give your flow a Name and Flow Type (e.g. "checkout_abandonment")
  • Select the Klaviyo Source Flow from the dropdown. This is the Klaviyo flow that will be cloned for each brand
  • Add a Description so other team members understand what the flow does
  • Click Save

    • Assigning a Flow to a Brand

    Once a Flow Config exists, it needs to be linked to each brand that should use it.

  • Go to Marketing > Organisation Flows in the Client Dashboard
  • Click Create
  • Select the Organisation (brand) you want to assign the flow to
  • Select the Flow Config you created above
  • The system will clone the source flow into the brand's Klaviyo account automatically
  • Click Save

    • Editing and Deleting Flows

  • To update a flow config, click the Edit button next to the flow in the list and modify the fields
  • To remove a flow config, click the Delete button. Note that this will not remove flows already cloned into brand Klaviyo accounts

    • Campaigns

    Campaigns are one-off or recurring email sends (e.g. weekly product drops, promotions, announcements).

    Creating a Campaign

  • Navigate to Marketing > Campaign Configs in the Client Dashboard
  • Click Create
  • Fill in the campaign details:
    1. Name: a descriptive name for the campaign (e.g. "Weekly Drop")
    2. Campaign Type: the type identifier (e.g. "weekly_drop", "hottest_weekly_drop")
    3. Send Strategy: choose between "immediate" or "scheduled"
    4. HTML Template: select the email template to use
  • Click Save

    • Assigning a Campaign to a Brand

    Once a Campaign Config exists, link it to each brand that should receive it.

  • Go to Marketing > Organisation Campaigns in the Client Dashboard
  • Click Create
  • Select the Organisation (brand) and the Campaign Config
  • Select the Segment in Klaviyo to target
  • Optionally set a Cron Schedule to automate the send (e.g. 0 12 * * 0 for every Sunday at 12:00 UTC). Leave blank for manual sends
  • Click Save

    • Scheduling and Automation

  • If a Cron Schedule is set, the system checks hourly and automatically creates and schedules the campaign in Klaviyo when it is time
  • If no schedule is set, you can trigger the campaign manually when you are ready

    • Example cron expressions:

    ExpressionMeaning
    0 12 * * 0Every Sunday at 12:00 UTC
    0 18 * * 3Every Wednesday at 18:00 UTC
    0 9 * * 1,4Every Monday and Thursday at 09:00 UTC

    Creating Custom Campaigns

    If you want full control over the email design, you can create a campaign with a custom HTML template.

  • Go to Marketing > HTML Templates in the Client Dashboard
  • Click Create
  • Write or paste your HTML email content into the editor
  • Use the Preview tab to check how the email will render
  • Save the template with a clear name (e.g. "Summer Sale, June 2026")
  • Templates support full HTML and inline CSS
  • Use product placeholder variables to dynamically insert product data (images, names, prices)
  • Keep your HTML responsive and test across mobile and desktop
  • You can reuse templates across multiple campaigns or create a unique one for each send
  • Create a new Campaign Config as described above
  • When selecting the HTML Template, choose the custom template you just created
  • Assign the campaign to your brand via Organisation Campaigns
  • Set a schedule or trigger manually

    • Targeting: Continue Klaviyo vs Brand Klaviyo

    Campaigns and flows can be sent through two different Klaviyo accounts:

  • Continue Klaviyo: the shared platform account, used for platform-wide communications and cross-brand promotions
  • Brand Klaviyo: each brand can connect its own Klaviyo account via the Admin Console, giving it full ownership of its sender identity and reputation

    • When a campaign or flow is created, the system automatically uses the brand's own Klaviyo account if one is connected. Otherwise, it falls back to the shared Continue account.

    Best Practices

  • Consider your audience's timezone. UTC times may need adjusting for your target market
  • Avoid peak spam hours. Mid-morning and early afternoon tend to have better open rates
  • Be consistent. Regular send cadences help build subscriber expectations
  • Test first. Use a test segment before sending to your full audience
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