Klaviyo Re-Entry Criteria Explained: The Flow Update That Changes Automation Strategy Forever

Klaviyo has just released one of its most important flow updates in years. It fundamentally changes how marketers should think about automation, segmentation and lifecycle strategy. Let's jump into the details

The introduction of re-entry criteria during flow setup-of- is more than a quality of life improvement. It removes long-standing limitations, eliminates common workarounds and gives marketers precise control over how and when profiles can re-enter flows across all trigger types. If you rely on Klaviyo flows to drive revenue, retention or operational logic, this update directly impacts how your account should be structured moving forward.

What Is Re-Entry Criteria in Klaviyo

Re-entry criteria is now a visible and configurable setting when building any flow in Klaviyo. It allows you to decide whether a profile can enter a flow only once or every time they meet the trigger conditions. Previously, this behaviour was hard-coded by flow type:

• List-triggered flows did not allow re-entry
• Segment-triggered flows did not allow re-entry
• Event-triggered flows always allowed re-entry

This limitation shaped how marketers built automations for years. Now, that restriction is gone. With this release, Klaviyo gives you explicit control over re-entry behaviour for all flow types, directly within the flow setup process.

Why This Is a Huge Change for Klaviyo Marketers

This update removes one of the most common structural compromises in Klaviyo.

Historically, if you wanted a profile to receive the same flow multiple times based on repeat actions, you were forced to create custom events and use event-triggered flows. This added technical complexity, increased maintenance and blurred the line between behavioural tracking and marketing logic. Re-entry criteria eliminates that friction. You can now build cleaner, more logical flows using lists or segments without sacrificing repeatability.

What Re-Entry Enabled Actually Means in Practice

When re-entry is enabled on a list- or segment-triggered flow, profiles can re-enter the flow every time they qualify for the trigger again. This unlocks several powerful use cases. If someone submits the same form multiple times, such as for a giveaway, waitlist or content download, they can re-enter the flow each time and receive the intended messages or updates. If a flow updates profile properties, applies tags or triggers internal logic, those actions can now occur repeatedly without relying on custom events. If a segment is behaviour-based and a profile leaves and re-enters that segment, the flow can fire again automatically. This creates consistency between flow logic and real user behaviour, which was previously difficult to achieve.

What This Replaces and Why it Matters

Before this release, marketers often built event-triggered flows purely to allow repeat entry. That meant creating custom events, mapping properties and sending data through Klaviyo that was never truly an event. Those workarounds are no longer necessary. You can now keep behavioural logic in segments and lists where it belongs, while still enabling repeat flow entry when needed. This simplifies account architecture, improves reporting clarity and reduces the risk of errors. For advanced teams, this also means fewer dependencies between engineering and marketing for flow logic.

Strategic Implications for Existing Klaviyo Accounts

This update should prompt a review of your current flows. Many event-triggered flows that exist solely to support repeat entry could now be rebuilt as list- or segment-triggered flows with re-entry enabled. Giveaway flows, preference capture flows, educational series and operational automations are particularly strong candidates. It also introduces more intentional decision-making. Re-entry is no longer implied by flow type. It is a strategic choice you make during setup, which encourages cleaner automation design.

This Is One of Klaviyo’s Most Impactful Flow Updates Ever

Re-entry criteria changes how automation behaves at a foundational level. It brings flexibility without adding complexity and removes a long-standing constraint that shaped Klaviyo strategy for years. For marketers, this means fewer compromises, clearer logic and more accurate messaging. For teams scaling their Klaviyo usage, it means a more future-proof and maintainable automation framework. If you build flows regularly, this is not a minor update. It is a shift in how Klaviyo expects you to design automation going forward.