Klaviyo Setup for Shopify: Complete Tutorial (2026)

This post is the companion guide to our YouTube video. Everything in the video is here in written form, with screenshots and step-by-step instructions you can follow at your own pace.

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[INTRO -- ON CAMERA]

If you just installed Klaviyo on your Shopify store and you're staring at the dashboard wondering what to do next, this video is for you.

I'm Mark Cijo. I run GOSH Digital -- we're a Klaviyo Gold Partner agency. We've set up and managed Klaviyo for dozens of eCommerce brands, and collectively those accounts have driven over $70 million in revenue. So when I say there's a right way and a wrong way to set up Klaviyo, I've seen both. Many times.

What I'm going to walk you through today is the exact setup process we use with every new client. Not the "theory." Not the "best practices you should consider someday." The actual steps, in the actual order, that get your Klaviyo account generating revenue as fast as possible.

We're covering five things:

1. Account setup and Shopify integration (the right way)
2. Your list structure and why most people do it wrong
3. The first 5 flows you need to build -- and the order to build them
4. Segmentation basics that actually matter
5. The deliverability settings that 90% of store owners skip

Let's get into it.

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Part 1: Account Setup and Shopify Integration

[SHOW SCREEN -- Klaviyo dashboard]

First, go to klaviyo.com and create your account. Use the email address associated with your business, not a personal Gmail. This matters later when you're setting up your sending domain.

Once you're in the dashboard, head to Integrations.

[SHOW SCREEN -- Integrations page]

Click on Shopify. Klaviyo's Shopify integration is native -- it's not some janky third-party connector. Enter your Shopify store URL (the myshopify.com one, not your custom domain) and authorize the connection.

Here's what happens when you connect:

• Klaviyo pulls in your entire customer database
• It syncs historical order data (this is critical for segmentation)
• It starts tracking on-site behavior -- page views, product views, add-to-cart events, checkout starts
• It creates default metrics like "Placed Order," "Started Checkout," "Viewed Product"

What most people skip: After the integration is connected, go to Settings and then Integrations and click into the Shopify integration. Make sure "Sync historical data" is enabled. Some accounts default to only syncing data from the connection date forward. You want everything. Every past order. Every past customer. That historical data is what makes your segmentation powerful on day one.

[CUT TO MARK]

One thing that catches people off guard -- the initial sync can take anywhere from 10 minutes to several hours depending on your store size. If you have 50,000 orders, give it time. Don't start building flows until the sync is complete or your segments will be based on incomplete data.

Setting Up Your Sending Domain

This is the step that 90% of new Klaviyo users skip. And then 6 months later they're wondering why their emails land in spam.

[SHOW SCREEN -- Sending domain settings]

Go to Settings, then Domains. Click "Add Sending Domain."

You want to use a subdomain of your main domain. Something like send.yourstore.com or email.yourstore.com. Do NOT use your root domain.

Klaviyo will give you three DNS records to add:

1. DKIM record -- a TXT record that proves emails are actually from you
2. SPF record -- tells inbox providers which servers are authorized to send on your behalf
3. DMARC record -- the policy that tells providers what to do with emails that fail authentication

Log into your domain registrar (GoDaddy, Namecheap, Cloudflare, wherever your DNS lives) and add these records. It takes 24-48 hours to propagate, so do this first and let it cook while you set up everything else.

Why this matters: Without a verified sending domain, your emails go out from Klaviyo's shared domain. You're sharing a sender reputation with thousands of other Klaviyo users. Some of them send garbage. Their spam complaints affect YOUR deliverability. A dedicated sending domain means your reputation is yours alone.

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Part 2: List Structure (And Why Most People Do It Wrong)

[CUT TO MARK]

Here's where I see the first major mistake. People create multiple lists for everything. They make a "Welcome List." A "VIP List." A "BFCM List." A "Blog Subscribers List."

Stop.

You need ONE master email list. That's it. One list.

Everything else is handled by segments. Segments are dynamic -- they update automatically based on behavior, purchase history, engagement, and whatever criteria you define. Lists are static. Someone joins a list and stays there until you manually move them.

[SHOW SCREEN -- Lists page]

Here's how we set it up:

Master Email List: This is where every subscriber lives. Website popups, checkout opt-ins, manual imports -- they all flow into this one list.

SMS List (separate): If you're doing SMS marketing, this needs its own list because SMS consent is legally distinct from email consent. Don't mix them.

That's it. Two lists. Everything else is a segment.

Your First 5 Segments

[SHOW SCREEN -- Segments page, creating a new segment]

Build these segments immediately. They form the foundation for everything you'll do in Klaviyo.

Segment 1 -- Engaged 30 Days: Definition: Has opened OR clicked an email at least once in the last 30 days. Why: This is your primary sending list for campaigns. These people are actually reading your emails. Send to this segment for your regular campaigns and you'll keep your deliverability clean.

Segment 2 -- Engaged 90 Days: Definition: Has opened OR clicked an email at least once in the last 90 days. Why: This is your extended reach list. Use it for bigger announcements, sales, and BFCM. Slightly lower engagement but still active enough to send to safely.

Segment 3 -- Never Purchased: Definition: On your email list AND has placed zero orders. Why: These are prospects. They signed up but haven't bought yet. They need different messaging than customers. Your campaigns to this group should focus on trust, social proof, and first-purchase incentives.

Segment 4 -- VIP Customers: Definition: Has placed 3 or more orders OR has spent over $500 lifetime (adjust these numbers for your AOV). Why: Your best customers. They get early access, exclusive offers, and content that makes them feel valued. Never send them a generic blast.

Segment 5 -- At Risk / Lapsed: Definition: Has purchased at least once, but has NOT opened or clicked an email in the last 60 days AND has NOT placed an order in the last 90 days. Why: These are customers slipping away. They need a win-back campaign or they'll be gone for good.

[CUT TO MARK]

Now here's the key -- you don't have to manually update these. That's the whole point of segments. When someone opens an email tomorrow, they automatically move into the "Engaged 30 Days" segment. When someone places their third order, they automatically become a VIP. Klaviyo handles the math. You just define the rules once.

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Part 3: The First 5 Flows (Build Them in This Order)

[CUT TO MARK]

Flows are automated email sequences that trigger based on specific actions. They're the reason email marketing makes money while you sleep. And the order you build them matters, because some flows capture more revenue per day of delay than others.

Here's the order. Build them in this sequence.

Flow 1: Abandoned Cart (Build This First)

[SHOW SCREEN -- Flow builder, new flow]

Trigger: Started Checkout but did NOT Place Order within a set timeframe.

This is the single highest-revenue flow in any Klaviyo account. You're catching people who put items in their cart, entered their email at checkout, and then left. They were THIS close to buying. The intent is off the charts.

Email 1 -- Send 1 hour after abandonment: Subject line: "You left something behind" Content: Show them the exact product(s) in their cart. Product image, name, price. Simple reminder. No discount yet.

Email 2 -- Send 24 hours after abandonment: Subject line: "Still thinking about it?" Content: Social proof. Customer reviews for the products in their cart. Star ratings. "Over 2,000 customers love this product." Address the hesitation.

Email 3 -- Send 48 hours after abandonment: Subject line: "Last chance -- your cart expires soon" Content: If you offer discounts, this is where you add a small incentive (5-10% off or free shipping). Create urgency. This is the final nudge.

Pro tip: Add a flow filter -- exclude anyone who has already placed an order since entering the flow. You don't want to send a "you left something behind" email to someone who already came back and bought.

Flow 2: Welcome Series

[SHOW SCREEN -- Flow builder]

Trigger: Added to your Master Email List (new subscriber).

This is the first impression. And first impressions drive revenue. Welcome emails have the highest open rates of any email type -- often 50-60%. Use that attention wisely.

Email 1 -- Immediately after signup: Subject line: "Welcome to [Brand Name]" (keep it simple) Content: If you promised a discount on your popup ("Sign up for 10% off"), deliver it here. Introduce the brand briefly. Don't dump your entire story -- just give them enough to feel good about subscribing.

Email 2 -- 24 hours later: Content: Your brand story. Why you started. What makes you different. This is the human connection email. People buy from people, not from storefronts.

Email 3 -- 3 days later: Content: Social proof. Your best-selling products with reviews. Customer testimonials. "Here's what our customers are saying." This builds trust.

Email 4 -- 5 days later: Content: If they haven't purchased yet, this is a nudge. Highlight your return policy, your guarantee, your customer service. Remove the last objections.

Flow 3: Post-Purchase Thank You

[SHOW SCREEN -- Flow builder]

Trigger: Placed Order.

Most brands skip this one entirely. Huge mistake. Someone just gave you money. This is the moment they feel best about your brand. Use it.

Email 1 -- Immediately after purchase: Subject line: "Thanks for your order! Here's what to expect" Content: Order confirmation, shipping timeline, what to expect. Make them feel confident in their purchase.

Email 2 -- 3 days later: Content: Product tips, how-to content, care instructions. Add value. Make them feel smart about their purchase.

Email 3 -- 7 days later: Content: Ask for a review. Social proof drives future sales, and this is the best time to request it -- they've had the product long enough to form an opinion.

Email 4 -- 14 days later: Content: Cross-sell. Based on what they bought, recommend complementary products. "People who bought X also love Y."

Flow 4: Browse Abandonment

[SHOW SCREEN -- Flow builder]

Trigger: Viewed Product but did NOT Start Checkout and did NOT Place Order.

This one's sneaky effective. Someone looked at a product page but didn't add to cart. They were interested enough to click. That's signal.

Email 1 -- 2 hours after browsing: Subject line: "Still looking at [Product Name]?" Content: Show them the product they viewed. Include reviews and a clear CTA to go back.

Email 2 -- 24 hours later: Content: Show related products or the same product with social proof. "This is one of our best sellers -- here's why."

Important: Set a frequency cap so someone doesn't get a browse abandonment email every time they view a product page. Once per 7 days maximum.

Flow 5: Win-Back

[SHOW SCREEN -- Flow builder]

Trigger: Has purchased at least once AND has NOT placed an order in 60 days (adjust based on your typical repurchase cycle).

This is your "we miss you" sequence. These are customers who bought from you, liked the product (they didn't return it), and then... disappeared. It happens. Life gets busy. But a well-timed win-back email can reactivate 5-10% of lapsed customers.

Email 1 -- 60 days since last purchase: Subject line: "We miss you, [First Name]" Content: Remind them what they bought. Show them what's new since their last order. Make it personal.

Email 2 -- 75 days since last purchase: Content: Incentive. Offer a discount, free shipping, or a bonus product. Make it worth their while to come back.

Email 3 -- 90 days since last purchase: Subject line: "Last chance to grab your [offer]" Content: Final email. If they don't engage with this one, move them to your sunset segment. You tried.

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Part 4: Segmentation Basics That Actually Matter

[CUT TO MARK]

I covered the first 5 segments earlier. But let me give you the strategic framework for thinking about segmentation, because this is where most Klaviyo users leave the biggest pile of money on the table.

Segmentation isn't about creating 50 segments. It's about sending the right message to the right person at the right time. That's it. If you internalize that one sentence, you'll be ahead of 80% of Shopify stores.

Here's the framework:

Segment by engagement first. Before you segment by purchase behavior, product interest, or demographics, segment by engagement. Are they opening your emails? Clicking? Ignoring them entirely? Engagement segmentation protects your deliverability. If you send to people who never open your emails, inbox providers learn that your emails aren't wanted, and they start routing ALL your emails to spam. Even for your engaged subscribers.

Then segment by purchase behavior. How many times has someone purchased? When was their last purchase? What's their lifetime value? A first-time buyer needs a completely different email than a 5-time repeat customer. The first-time buyer needs reassurance. The repeat buyer needs exclusivity.

Then segment by product interest. What categories have they browsed? What have they purchased in the past? If someone bought running shoes, they probably don't care about your new dress shoe collection. Send them running gear. This is where Klaviyo's Shopify integration shines -- all that product view and purchase data flows into segments automatically.

[SHOW SCREEN -- Segment builder, complex segment example]

Here's an example of a segment we'd build for a campaign:

"Has purchased a product in the Running category AND has opened an email in the last 30 days AND has NOT received a campaign in the last 3 days."

That's specific. That's targeted. And it converts at 3-5x the rate of a blast to your full list.

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Part 5: Deliverability Settings (The Stuff 90% of People Skip)

[CUT TO MARK]

This is the unsexy part. Nobody wants to talk about deliverability. But if your emails aren't reaching the inbox, nothing else matters. Your beautiful flows, your clever segmentation, your perfectly written copy -- all worthless if they land in the spam folder.

Here's what to check.

Enable Smart Sending

[SHOW SCREEN -- Account settings]

Smart Sending prevents you from over-emailing people. If someone already received an email from you in the last 16 hours (default), Klaviyo will skip them for the next send. This protects your sender reputation and reduces unsubscribes.

Go to Account, then Settings, then Email. Smart Sending should be enabled. We typically leave the default at 16 hours, but some brands adjust to 12 or 24 depending on send frequency.

Set Up a Sunset Flow

A sunset flow automatically suppresses people who haven't engaged with your emails after a set period. If someone hasn't opened or clicked in 120+ days, they're hurting your deliverability by existing on your list.

Here's how we structure it:

Trigger: Has NOT opened or clicked in 90 days.

Email 1: "Do you still want to hear from us?" Give them a clear button to click if they want to stay subscribed. Make it easy.

Email 2 (14 days later if no engagement): "Last chance -- we're going to stop emailing you." One final attempt.

After Email 2 with no engagement: Suppress them. Not unsubscribe -- suppress. They stay in your Klaviyo account but stop receiving emails. If they come back and make a purchase later, you can un-suppress them.

Check Your Sending Reputation

[SHOW SCREEN -- Klaviyo deliverability tab]

Go to the Deliverability tab in Klaviyo. Look at:

• Open rates by domain: If Gmail is at 45% but Yahoo is at 12%, you have a Yahoo-specific deliverability problem. Different inbox providers require different approaches.
• Spam complaint rate: This should be under 0.1%. If it's over 0.3%, you have a serious problem and need to tighten your segments immediately.
• Bounce rate: Under 2% is healthy. Over 5% means your list needs cleaning.

Warm Up Before Sending at Volume

If your account is new or you haven't sent in a while, don't blast 50,000 people on day one. Start with your most engaged segment (Engaged 30 Days), send 2-3 campaigns, build a positive sending history, and then gradually expand to larger segments.

We call this the "warm and expand" approach. Start small, prove to inbox providers that your emails are wanted, and then grow your sending volume gradually.

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The Bottom Line

[CUT TO MARK -- Wrap up]

That's the complete Klaviyo setup for Shopify. Account setup with a dedicated sending domain. One master list, segments for everything else. Five flows in the right order: Abandoned Cart, Welcome, Post-Purchase, Browse Abandonment, Win-Back. Engagement-first segmentation. And the deliverability foundations that keep your emails in the inbox.

If you do these five things properly, you're ahead of 90% of Shopify stores using Klaviyo. I'm not exaggerating. Most stores have a broken welcome series, no browse abandonment flow, and they're sending campaigns to their full list. That's the baseline out there.

If you want us to do this for you -- or if you have Klaviyo set up already and want us to audit what you've got -- we offer a free Klaviyo audit. No strings attached. We'll look at your account, identify the revenue you're leaving on the table, and give you a clear action plan.

Book a call here: https://cal.com/markcijo/gosh

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About the Author

Mark Cijo is the founder of GOSH Digital, a Klaviyo Gold Partner agency that has driven over $70M in revenue for eCommerce brands. GOSH Digital specializes in email/SMS marketing, paid media, SEO, and web development. Mark and his team work with brands that are serious about growth -- not vanity metrics.

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