Flows, Segments, and Suppressions: Ben Zettler Retention Tips

When it comes to retention, most Shopify brands don’t have a flow problem—they have a foundation problem.

In a recent episode of the Conversion Tracking Playbook, Ben Zettler joined Brad Redding to break down what’s working in email and SMS today.

And the surprising part? It’s not fancy AI segmentation or post-purchase quizzes that move the needle first. It’s the basics—done better than everyone else.

Ben runs Zettler Digital, an agency that works hands-on with Shopify brands to manage email, SMS, and site performance. He’s been inside hundreds of accounts. And he’s still shocked by what he sees.

“I’m still shocked to this day when I go into an account, and I see either a brand that doesn’t have some of these at all, or if they do, maybe they haven’t been touched in two, three, four… even six years,” said Ben.

Let’s fix that.

Start With the Three Flows That Actually Matter

You don’t need to launch every prebuilt flow Klaviyo recommends. Ben suggests starting with the following.

1. Welcome Flow: This is your first impression with new subscribers. It should reflect your brand, offer, and customer journey—not some dusty template.

2. Checkout Abandonment Flow: This is the moment to differentiate between new and returning customers. Segmenting this flow based on purchase history lets you adjust tone, timing, and discounts.

3. Browse Abandonment Flow: Many brands skip this one, but it’s critical for re-engaging mid-funnel users. “They’ve shown intent,” Ben says, “but not enough to convert. That’s where messaging can tip them over.”

Each of these flows can (and should) use conditional splits for personalization and performance testing. Ben often tests discount vs. no discount using Klaviyo’s random sample feature rather than relying on formal A/B tests.

“It’s not just about testing offers,” Ben said. “It’s about making sure the messaging actually fits the user’s journey.”

Personalization Isn’t a First Name Tag

We’ve all seen it: “Hey {first_name}, here’s 10% off.” And we’ve all ignored it.

Personalization in 2025 means using zero-party data (details the user intentionally shares) to shape content, structure flows, and serve the right message at the right time.

Ben’s tip? Don’t overcomplicate it.

“It doesn’t have to be a 10-step quiz. It can be one question. Do you want regular or decaf? …Pods or beans?“

He’s seen higher form submission rates just by asking one relevant question on signup forms. Klaviyo now makes it easy to store those responses as profile properties and use them in flows.

And once you have that data? Use it where it counts:

• Dynamic images based on user preference
• Tailored banners and product blocks
• Split flows for high- vs. low-intent buyers

The key isn’t collecting every detail, it’s acting on the details you have.

Suppression Isn’t Scary—It’s Smart

One of the fastest ways to improve email performance isn’t by sending more but by sending less to the right people.

Ben recommends starting with what he calls a “dormant profile audit.“ If someone’s been on your list for six months, received 10+ emails, and never clicked, visited, or purchased? Suppress them.

“Stop emailing your entire list. Suppress users who don’t have any business there. You’re gonna save money, you’re gonna improve your deliverability, and you’re gonna actually reach more people than you were before.“

It’s not just about saving on Klaviyo’s new pricing model (though that’s a bonus). Suppressing disengaged users helps Gmail, Outlook, and Apple Mail show your emails to the people who do care.

And if you’re nervous? Route them through a “sunset flow“ first. Give them a chance to re-engage with a tailored offer before letting go.

Use Transactional Emails to Drive Repeat Sales

Here’s something unexpected: some of the best-performing emails Ben sees aren’t marketing messages at all – they’re transactional.

Think shipping updates, delivery confirmations, and order summaries.

“I’m shocked how many people buy from a brand again before they even receive their first order.”

While you can’t include promotions in true transactional emails, you can use those messages to drive users to a post-purchase landing page where upsells and cross-sells are fair game.

Klaviyo’s “delivered“ event lets you time follow-up campaigns right after someone receives their product when excitement (and intent) is highest.

What Metrics Actually Matter?

Ben runs into a common moment when auditing a new account: a team proudly points to open rates hovering around 60%, thinking they’re crushing it.

They’re not.

“Open rate is basically irrelevant now,“ Ben explains. “You think people are opening, but they’re not. It’s just Apple spoofing the metric.”

Instead, the better question is: who’s actually clicking? Who’s actually buying? That’s where the signal lives.

Ben focuses on behavioral engagement: clicks, site activity, and purchases. Not vague opens. He also avoids those overly broad “engaged in the last 90 days“ segments that lump everyone into one bucket. The better approach is to look at user behavior more precisely and see how each group responds.

Beyond that, he’s tracking how long it takes someone to make their second purchase. What kind of discount, if any, helped push them over the edge? And whether people who subscribed via email spend more than those who didn’t.

Because, at the end of the day, retention isn’t about how many emails you send. It’s about whether the right people get the right message at the right time – and take action.

“You’re not trying to impress an algorithm. You’re trying to stay relevant to a real person who’s already bought from you once.”

Final Thoughts

If you’re serious about improving your retention engine, it’s not just about better flows – it’s about better data. Elevar helps fast-scaling brands go beyond opens and clicks by capturing 100% of user activity and feeding that data directly into your marketing platforms.

“It’s not about sending more – it’s about sending smarter. The data’s there. You just have to use it.” – Ben Zettler.

So whether you’re refining your segmentation or trying to keep high-intent users out of the suppression bin, Elevar gives you the visibility you need to make smarter decisions.

Ready to upgrade from guesswork to growth? Learn more about Elevar.