Here's a thing I see on almost every account. A new subscriber gets the welcome email with 15% off. They click, land on the site, poke around, and leave. Two days later they come back on their own, straight to the homepage. And the offer is nowhere. The email knows who they are. The website acts like it's never met them.
Klaviyo just closed part of that gap. In its October release, Customer Hub content blocks can now go inside flows, the same way they already worked in campaigns. So the welcome flow that sends the email can also put the offer on the site for that same person.
Klaviyo has been putting a lot of weight behind Customer Hub this year, and this is the piece that makes it useful to the people who actually build flows. Here's what it is, how the new flow step works, and where I'd use it first.
What Customer Hub is
Customer Hub is a native Klaviyo product, not a Shopify app. It lives under Website > Customer Hub in the left nav. On the storefront it shows up as a branded drawer or panel that opens from the account icon, the /account page, or a small floating widget, and it pulls from the shopper's Klaviyo profile. Tabs for personalized picks, orders, FAQ and profile. It also plugs into the rest of the stack, like reviews, loyalty and subscriptions, so it can show things like a points balance.
It's a paid add-on priced by active profiles. Per Klaviyo's billing page, it starts at $20 a month for up to 10,000 active profiles. It's built for Shopify first. WooCommerce support is lighter.
For most brands that's a rounding error. The real cost is the setup time, and that's smaller than people expect. Once Klaviyo has done its demo, we usually have a hub built and live in two or three days.
How the new Hub block works
In the flow builder there's now a Hub block action. You drag it into a flow like any other step. Anyone who reaches that step sees a content block in the For You tab of their Customer Hub. Klaviyo's help article covers the details, and a few of them really shape how you'd use it:
- Only identified shoppers see it. They have to be signed in, or Klaviyo has to recognize them, for example from clicking a link in one of your messages. Anonymous visitors see nothing.
- It shows for 30 days by default after the profile reaches the step.
- No event data. You can't pull in the product from the flow trigger. If Klaviyo pre-fills the block with copy from an email in the flow and that copy references the viewed product, you have to rewrite it.
- You edit it in the flow, not the hub editor. The block shows up in the Customer Hub editor, but you can only view it there. To change it or remove it, go back to the flow step.
- It's a short block. Header and paragraph. It isn't a second email.
The three flows I'd add it to first
Welcome. This is the obvious one, and it's the example Klaviyo leads with too. Put the Hub block right after the first email, so the offer shows up on the site from day one, not just in an email they may have already archived. Keep the code and the expiry wording identical to the email. If the email says the code expires in 7 days and the block just says "Welcome, here's 15% off," you've created a support ticket.
One thing I'd test before trusting it: what the block does after someone buys. The help doc promises 30 days of visibility from the step. It doesn't say the block clears when the profile exits the flow on a purchase. Until you've confirmed that on a test profile, word the block so it still reads fine to someone who already used the code. Something like "Your welcome offer" with the terms, not "You haven't used your 15% yet."
Browse abandonment. Here the no-event-data rule matters. You can't show "Still thinking about the Trail Runner in olive?" because the block can't read the viewed product. So don't try. Write it at the category or intent level ("Back for another look? Your recently viewed picks are below") and let the hub's own recently viewed and recommendations blocks handle the specific products. Those already exist in Customer Hub and do that part better.
Post-purchase. Klaviyo's own example is loyalty enrollment: someone joins the program and the hub shows them how it works. I'd go a step further for anything with a learning curve. A "what to expect" block in the first 30 days after the first order: how to use it, when results show up, when to reorder. That's the stuff people email support about anyway.
What we've actually seen from the hub
We built Customer Hub for a supplement brand we work with in early September. It's an older customer base and a lot of them don't love chatbots, so they turned the live chat off and pushed people to self-serve instead. They built the FAQ from the support team's actual top questions, ordered by how often they come in, and put a "Need help?" block with email and a text line at the top.
Support tickets went down. Conversion rate didn't move. That's the outcome you want from self-serve.
The surprise was where the revenue came from. The add-to-cart popover, the little panel that shows up on product pages once a shopper scrolls past the add-to-cart button, drove over 80% of the hub's revenue in its best month. Not the personalized picks. Not the FAQ. A button that's there when the real one has scrolled off screen. If your theme already has a sticky add-to-cart, expect a lot less from that piece.
None of that came from flows, because Hub blocks in flows didn't exist yet. But it tells me where the attention goes. People open the hub when they need something: their order, an answer, the thing they were about to buy. A welcome offer sitting right there in the For You tab is in the right place.
Two things to watch
Don't add hub revenue to email revenue. Customer Hub revenue is incremental to the hub. It only credits items added or converted through it. But the same order can also be credited to an email or SMS. Add the hub dashboard to your flow dashboard and you've counted some orders twice. Report them side by side, not as a total.
Check how many of your visitors are identified. Everything about Hub blocks depends on the shopper being signed in or recognized. If most of your traffic is first-time paid visitors who've never clicked an email, the block reaches almost nobody. It does the most for brands with a lot of returning email and SMS traffic, which is usually the brands that already have a solid welcome and post-purchase program.
Where I land
If you already have Customer Hub, this is the most useful thing Klaviyo has added to it, and it'll take an afternoon to try. If you don't, it's a cheap add-on to trial right alongside your welcome flow. Put a block in your welcome flow, check it on a test profile, and watch whether returning subscribers use the offer more than they did when it only lived in the inbox.
The email and the website have been two different conversations for a long time. This makes them one. Not perfectly, and not for anonymous traffic, but for the people who've already told you who they are, which is pretty much everyone your flows are talking to.
