Pen and Paper AI and Klaviyo User Guide

Most Shopify merchants using Klaviyo are losing out on revenue without even knowing it. With recent iOS privacy changes and tighter cookie restrictions, customer data disappears after just 7 days—especially for Safari users. When those shoppers return on day eight, they’re treated like strangers. They don’t receive cart abandonment emails, browse flows, or personalized outreach. In short, they don’t convert.

Pen and Paper is designed to solve this problem. As a customer data platform purpose-built for Shopify merchants who use Klaviyo, Pen and Paper captures the 40–50% of customer interactions that are currently being missed. By combining both server-side and browser-side tracking, Pen and Paper ensures long-term customer recognition—lasting up to a full year, even with privacy restrictions in place.

This guide explains how to get started, connect Pen and Paper to Klaviyo, and activate high-impact email flows that can recover lost customers and drive measurable revenue uplift.

Getting Started with Pen and Paper

To begin using Pen and Paper, head to https://app.penandpaper.ai/signup. You'll be prompted to create an account and confirm your email address.

Once signed in, navigate to the My Account section of the dashboard. There, you’ll find the option to connect your Klaviyo account. When you click Connect Klaviyo, you’ll be taken to Klaviyo’s authorization screen. If you see a message noting that the app hasn’t been reviewed by Klaviyo, don’t worry—this is standard for private apps.

You’ll be asked to grant several permissions. These include access to your account details, metrics, campaigns, and flows. These permissions are required so Pen and Paper can push event data into Klaviyo and allow your automations to work. Once you approve, you'll be redirected back to your Pen and Paper account, and the connection will be active.

What Happens Next

After connecting your accounts, we recommend booking a brief onboarding session. In that session, we’ll help you:

1. Sync relevant Shopify events into your Pen and Paper dashboard, where you can observe real-time customer activity.
2. Set up or modify Klaviyo flows that use Pen and Paper's proprietary events, enabling you to reach customers who would otherwise be invisible to your existing automations.

Activating High-Impact Email Flows

Pen and Paper unlocks new and more accurate event triggers in Klaviyo. These triggers are based on observed behavior, even from anonymous or returning users who aren’t otherwise recognized.

Here are the primary flows we recommend enabling:

Add to Cart Abandonment

This flow targets shoppers who added products to their cart but left the site without checking out. Pen and Paper pushes a custom event called Cart Update - P&P into Klaviyo to trigger this flow.

If you already have an existing "Add to Cart" flow, we suggest duplicating it and naming the new version Add to Cart Abandonment - P&P. To ensure that shoppers don’t receive conflicting or duplicate messages, add the following filters:

• Exclude anyone who placed an order since starting the flow
• Prevent re-entry by excluding contacts who have been in the flow within the past 7 days
• Add a delay that staggers the new Pen and Paper flow 15 minutes later than any existing “Add to Cart” flow

This setup ensures clean sequencing and prevents overlap with your legacy automation logic.

Cart Viewed / Checkout Started Abandonment

This flow is designed to reach shoppers who showed higher intent—those who viewed their cart or began the checkout process—but didn’t purchase.

Triggered by the Cart Viewed or Checkout Started - P&P metric, this flow should be named Cart Viewed / Checkout Started - P&P. If you already use a "Checkout Started" flow, duplicate it and modify the filters as follows:

• Only include users who have not placed an order since entering the flow
• Add a cooldown period of at least 7 days to avoid over-messaging
• Delay this flow by 15 minutes after your existing checkout flow
• Exclude contacts who have already received similar emails or SMS from previous flows

These filters help protect the customer experience while ensuring you can re-engage potential buyers during their decision-making window.

Collection Viewed Flow

Many shoppers browse without ever clicking into a product. The Collection Viewed Flow—powered by the Product List Viewed metric—targets those who visited a category or collection page but didn’t go further.

This audience represents a large share of early-stage interest, and this flow gives you the opportunity to guide them back with personalized messaging or promotions tied to the collection they viewed.

Pen and Paper offers a pre-built flow template that includes trigger splits for each collection. All you need to do is provide the content—whether that’s a spotlight on bestsellers, an incentive to revisit, or simply a reminder of what caught their eye.

Running this flow helps brands capture demand that is otherwise completely invisible in Klaviyo, especially from anonymous browsers.

Product Viewed / Browse Abandonment

This is your classic browse abandonment flow—made significantly more powerful by Pen and Paper.

The Product Viewed - P&P metric enables you to target shoppers who looked at a product but didn’t add it to cart or checkout. Many of these users may be returning through different devices or blocked cookies—cases where Klaviyo wouldn’t normally recognize them.

To set up this flow:

1. Duplicate your existing “Browse Abandonment” flow and rename it to Browse Abandonment - P&P.
2. Add filters to exclude users who have:
   • Started checkout
   • Placed an order
   • Been in this flow within the last 30 days (or your preferred cooldown)
3. Add additional exclusions for anyone who has:
   • Entered a Pen and Paper “Add to Cart” flow
   • Entered a Pen and Paper “Checkout Started” flow

We also suggest extending the delay slightly—15 minutes beyond your existing flows—to ensure timing conflicts are avoided.

Final Notes

Pen and Paper integrates deeply with Klaviyo to help you re-capture the shoppers that were previously falling through the cracks. These aren’t hypothetical improvements—they translate directly into more triggered flows, higher engagement, and ultimately, more revenue.

If you have any questions or run into issues during setup, feel free to email kevin@penandpaper.ai for support.

Would you like this in a Google Doc so you can easily share it with your team or include it in onboarding materials?