Key takeaways
- Automated flows usually earn far more per email than one-off campaigns.
- Build welcome, abandoned cart and post-purchase flows first.
- Lead with helpful content and reassurance; use discounts sparingly.
- Review and refresh flows every quarter.
Why flows come before campaigns
Flows are emails triggered by what a customer does — signing up, leaving a cart, buying. Because they arrive at exactly the right moment, they typically generate much more revenue per send than broadcast campaigns, and they keep working once built.
1. Welcome series
Your new subscribers are the most engaged audience you will ever have. A welcome series of three to five emails over one to two weeks should:
- Deliver any promised sign-up offer immediately.
- Explain what makes your brand and products different.
- Show best sellers and social proof such as reviews.
- Answer common objections: delivery, returns, sizing.
2. Abandoned browse and abandoned cart
Browse abandonment reminds someone of products they viewed; cart abandonment reminds them of what they nearly bought. Send the first reminder within a few hours, then one or two follow-ups.
Start with a simple reminder and reassurance (reviews, guarantees, free returns). Keep any discount for the final email, and only for first-time buyers, so you do not train customers to abandon carts on purpose.
3. Post-purchase
This flow builds trust and sets up the second order. Thank the customer, confirm what happens next, share how to get the most from the product, then ask for a review and recommend complementary products once they have had time to use it.
4. Replenishment and cross-sell
For consumable products, time reminders to the typical reorder interval. For other products, recommend accessories or the natural next purchase based on what was bought.
5. Win-back
Reach lapsed customers before they forget you. Use your own data to decide what 'lapsed' means — often one and a half to two times your average time between orders — and lead with what is new before offering an incentive.
Measure and maintain
Track revenue per recipient, conversion rate and unsubscribe rate per flow. Review content, offers and timing every quarter, and test one element at a time — subject lines, send timing or the offer.
Frequently asked questions
Which email platform should I use?
Choose a platform that connects deeply to your store's product and order data, supports segmentation and automation, and fits your budget. Klaviyo is a common choice for eCommerce.
Should I add SMS too?
SMS works well for time-sensitive messages like cart reminders and launches, with explicit consent. Start with email, then add SMS to your highest-value flows.
How often should I send campaigns?
Many stores send one to three campaigns a week alongside flows. Watch engagement and unsubscribes, and send more to engaged subscribers than to inactive ones.
This guide is general information, not tailored advice. Results vary by business, market and budget.
