Email marketing guides for online stores
Practical knowledge about Klaviyo, flows, deliverability and data protection for Shopify stores. Written by Szymon Wolowicz, founder of Emailfy, from hands-on work in real Klaviyo accounts.
Post Purchase Flows: from buyer to loyal customer
Post Purchase Flows for Shopify stores: order emails, Bounce Back, reviews, cross-sell, refill, winback and birthday, with trigger and email sequence.
Szymon WolowiczAll articles
10 articles, newest first- Klaviyo
Klaviyo segmentation: the 10 most important segments for e‑commerce
Klaviyo segmentation for online stores: the 10 most important segments from Engaged to Cart Abandoners, each with a condition to copy and a use case.
- Klaviyo
Klaviyo vs Mailchimp: Which tool is better for e‑commerce?
Klaviyo vs Mailchimp compared: free plans and prices according to the vendors, Shopify integration, flows, segments and reporting. Which suits your shop?
- Flows and automation
Pre Purchase Flows: from visitor to buyer
Pre Purchase Flows for Shopify stores: Welcome, Browse, Cart, Checkout and reactive flows with trigger, email sequence and rules against duplicate emails.
- Flows and automation
Advanced Email Flows: the ecosystem that holds everything together
Advanced Email Flows in Klaviyo: VIP, Re-Engagement, Sunset and subscription flows, plus the architecture of filters, exclusions and re-entry times.
- Channels and integrations
WhatsApp marketing for e‑commerce: is it worth it?
WhatsApp marketing for online shops: how WhatsApp works in Klaviyo, when it pays off for a shop, what it costs and which opt-in rules Meta sets.
- Metrics
Email marketing KPIs: the most important metrics for e‑commerce
The 7 key email marketing KPIs for online shops: what open rate, click rate, RPR and others measure, how to calculate them and where Klaviyo shows them.
- Deliverability
Setting up DMARC, SPF and DKIM: improving email deliverability
What SPF, DKIM and DMARC do, how to set the DNS records for Klaviyo and Google Workspace, and which rules Gmail and Yahoo have required since 2024.
- Legal and GDPR
Klaviyo and data protection: GDPR-compliant email marketing
Using Klaviyo in line with GDPR: what the DPA covers, why the EU-US Data Privacy Framework matters, how double opt-in works and when tracking may load.
- Deliverability
Setting up Google Postmaster Tools: monitor your deliverability
How to set up Google Postmaster Tools, verify your domain via DNS and correctly read spam rate, authentication and encryption at Gmail.
By topic
Welcome, abandoned cart, post purchase and winback: which flows a shop needs and how they are structured.
SPF, DKIM, DMARC and Google Postmaster Tools, so your emails land in the inbox.
Segments, settings and comparisons: using Klaviyo properly for Shopify stores.
Consent, double opt-in and data protection in email marketing. Practice, not legal advice.
Which figures count in email marketing and how to read them correctly.
WhatsApp and other channels around your email marketing.
Who writes here
Szymon Wolowicz
In email and CRM marketing for e-commerce since 2023. From 2024 to 2025, CRM specialist at ondevi GmbH and MAILODY GmbH working with Klaviyo for D2C brands, and before that his own online shop. Founder of Emailfy since 2025, and from December 2025 to July 2026 also a freelance consultant and account manager at Retention Only, leading projects and teams. Works in his clients’ Klaviyo accounts himself and writes every post from this hands-on experience.
FAQ about the guides
Who writes the articles?
All articles are written by Szymon Wolowicz, founder of Emailfy. He has worked in email and CRM marketing for e-commerce since 2023 and sets up Klaviyo himself in client accounts.
How up to date are the articles?
Every article shows when it was published and when its content was last revised. Because Klaviyo changes features and labels regularly, we review older articles and update them.
Do the data protection articles replace legal advice?
No. The articles on GDPR and consent explain how we handle this in practice. For your specific case, please ask a lawyer.
Can you look at my own Klaviyo setup?
Yes. In the free audit we look at your setup together in 30 minutes. You do not need to prepare anything and you do not give us account access upfront.