If you sell consumable products — supplements, coffee, skincare, pet food, cleaning supplies — the replenishment flow is potentially your most valuable email automation. It reminds customers to reorder at exactly the right time, turning one-time buyers into repeat customers on autopilot.
Most ecommerce brands do not have a replenishment flow, which means they are relying on customers to remember to reorder on their own. Many do not. The result is lost revenue and higher churn. This guide covers how to build an effective replenishment flow through our Klaviyo email marketing services.
What is a replenishment flow?
A replenishment flow is an automated email triggered after a customer purchases a consumable product, timed to arrive just before the customer is likely to run out. The email reminds them to reorder and provides a direct link to repurchase.
Why it works
- Timing — The email arrives when the customer genuinely needs the product
- Convenience — A direct reorder link removes friction from the repurchase process
- Habit formation — Regular replenishment emails train customers to associate your brand with routine reordering
- Churn prevention — Customers who run out and do not reorder quickly may switch to a competitor
When to use replenishment flows
Replenishment flows work for any product that is consumed and needs replacing on a predictable schedule:
- Supplements and vitamins (30, 60, or 90-day supply)
- Coffee and tea (weekly or fortnightly)
- Skincare and beauty (monthly or bi-monthly)
- Pet food and treats (weekly to monthly)
- Cleaning products (monthly to quarterly)
- Printer supplies, batteries, and other household consumables
They do not work well for durable goods (furniture, electronics, clothing) where the replacement cycle is long and unpredictable.
Calculating reorder timing
The key to a good replenishment flow is getting the timing right. Too early and the email feels premature. Too late and the customer has already run out (and possibly already reordered elsewhere or given up).
Method 1: Product-based timing
Calculate the expected consumption period based on your product specifications. A 30-day supply of vitamins should trigger a reminder on day 23 to 25 — a few days before the customer runs out, giving them time to order and receive delivery.
Method 2: Data-based timing
Analyse your Shopify repeat purchase data to find the actual average time between orders for each product. This is more accurate than product-based timing because it accounts for real customer behaviour (some people use products faster or slower than expected).
Method 3: Predictive timing
Use Klaviyo's predicted date of next order to personalise the timing for each individual customer. This is the most sophisticated approach and accounts for individual consumption patterns.
Setting up the flow in Klaviyo
Trigger
Placed Order metric, with a trigger filter for the specific product or product category that qualifies for replenishment reminders.
Flow filters
- Has not placed an order since starting this flow (they may have already reordered)
- Has not been in this flow in the last X days (prevents overlap if they have purchased multiple consumable products)
Timing
Wait for the calculated reorder period minus 5 to 7 days (to allow for delivery time). For a 30-day product, set the wait to 23 days. For a 60-day product, set it to 53 days.
Email sequence
- Email 1 (day 23): Gentle reminder that their supply is running low, with a one-click reorder link
- Email 2 (day 28): If they have not reordered, send a more direct reminder with urgency
- Optional SMS (day 30): For SMS subscribers, a short text reminder
Email content strategy
Email 1: The friendly reminder
Subject: Time for a refill? Content: Acknowledge how long they have had the product, suggest it might be running low, include a prominent reorder button that links directly to the product page or a pre-filled cart. Keep it brief and helpful.
Email 2: The direct nudge
Subject: Do not run out. Content: More direct messaging about the importance of continuity (especially for supplements or skincare routines). Offer a subscription option as an alternative to one-time reordering. Include customer reviews to reinforce the product's value.
Advanced replenishment techniques
Subscription conversion
Use the replenishment flow as an opportunity to convert one-time buyers to subscribers. After two or three manual reorders, present a subscription option with a small discount (5 to 10 per cent) as a convenience benefit.
Bundle recommendations
Alongside the replenishment reminder, recommend complementary products. If they are reordering face moisturiser, suggest adding the matching serum or eye cream. This increases average order value on reorders.
Variable timing by product
Create separate replenishment flows for products with different consumption periods. A 30-day supply and a 90-day supply need different timing. Use conditional splits based on product properties to route customers to the appropriate timing sequence. For more on building effective flows, see our 7 Klaviyo flows guide.
Measuring performance
Track these metrics for your replenishment flow:
- Repeat purchase rate — What percentage of first-time buyers reorder within the expected window?
- Revenue per recipient — How much revenue does the flow generate per person who enters it?
- Subscription conversion rate — If you promote subscriptions, what percentage convert?
- Time to reorder — Is the flow shortening the average time between purchases?
Replenishment flows are one of the highest-ROI automations for brands selling consumable products. They are simple to build, generate predictable revenue, and improve customer retention by making reordering effortless.
If you sell consumable products and do not have a replenishment flow, get in touch. We build these flows as part of our Klaviyo email marketing services.
