Campaigns (newsletters, promotions) get most of the attention, but for many online stores, automated flows are where email marketing really pays off. They are triggered by what a customer does, so they arrive at the right moment, and once set up, they run every day without extra work.
Here are the 10 flows I set up for almost every store, with timing, content ideas and pitfalls. They work in Klaviyo, Mailchimp, Brevo, ActiveCampaign, Marketo and most other email platforms.
Before you start: data and consent
Flows are only as good as the data behind them. Make sure your store sends these events to your email platform:
- Signed up / subscribed
- Viewed product
- Added to cart
- Started checkout
- Placed order (with products and value)
- Order fulfilled / delivered
And respect consent. In the EU, marketing emails need a lawful basis (usually opt-in). Transactional emails like order confirmations are different from marketing emails, so keep them separate.
1. Welcome series
Trigger: new subscriber
Timing: 3–5 emails over 1–2 weeks
Introduce your brand, explain what makes you different, show best sellers and social proof. If you promised a discount for signing up, deliver it in the first email immediately.
Tip: Stop the series for people who buy, and move them to the post-purchase flow.
2. Abandoned cart
Trigger: added to cart, no order
Timing: first email after 1–4 hours, follow-ups after about 1 and 3 days
Show the products left in the cart with images and a direct link back to a filled cart. Address common doubts: shipping costs, delivery times, returns.
Tip: Do not give a discount in the first email. If you use one, keep it for the last email, otherwise customers learn to abandon carts on purpose.
3. Checkout abandonment
Trigger: started checkout, no order
Timing: within 1 hour
These people were very close to buying. Often something went wrong: payment failed, shipping was too expensive, a coupon did not work. Offer help and a direct contact option.
4. Browse abandonment
Trigger: viewed a product (or several), did not add to cart
Timing: 2–24 hours later
A light reminder with the viewed product and similar items. Keep it helpful, not creepy: “Still looking for the right running shoe?” works better than “We saw you looking at…”.
5. Order confirmation and shipping updates
Technically transactional, but these emails have the highest open rates you will ever get. Make them clear, branded and useful: what happens next, when it arrives, how to contact you.
6. Post-purchase / onboarding
Trigger: order delivered
Timing: a few days after delivery
Help customers get value from the product: how to use it, care instructions, tips. Happy customers return more and leave better reviews.
7. Review request
Trigger: order delivered
Timing: depends on product, often 7–14 days after delivery
Ask for a review when the customer has had time to use the product. Make it one click. Reviews feed your SEO and conversion rate.
8. Cross-sell and replenishment
Trigger: order of specific products
Timing: based on product logic
- Cross-sell: “You bought a camera, here are the memory cards that fit”
- Replenishment: for consumables, remind customers shortly before they run out
9. Win-back
Trigger: no order for a period longer than your normal buying cycle
Timing: 2–3 emails
Remind lapsed customers what is new, show personalised recommendations and, if needed, an incentive. Customers who do not react after the win-back flow can be moved to a lower sending frequency to protect deliverability.
10. VIP and loyalty
Trigger: reached a spend or order count threshold
Timing: at the moment of reaching it
Thank your best customers: early access, free shipping, a personal note. This group is small but valuable.
Flow overview
| Flow | Trigger | First email |
|---|---|---|
| Welcome | Subscribe | Immediately |
| Abandoned cart | Cart, no order | 1–4 hours |
| Checkout abandonment | Checkout started | Within 1 hour |
| Browse abandonment | Product view | 2–24 hours |
| Post-purchase | Delivered | 2–5 days |
| Review request | Delivered | 7–14 days |
| Cross-sell / replenishment | Specific order | Product-dependent |
| Win-back | No recent order | After normal buying cycle |
| VIP | Threshold reached | Immediately |
Measuring success
Look at revenue per recipient for each flow, conversion rate, unsubscribe rate and spam complaints. Compare flows over the same time period, and test one thing at a time (subject line, timing, discount vs no discount).
Deliverability basics
Great flows are useless if they land in spam. Make sure you have:
- SPF, DKIM and DMARC set up for your sending domain (major mailbox providers now require authentication for bulk senders)
- An easy one-click unsubscribe
- Regular cleaning of inactive subscribers
Common mistakes
- Sending abandoned cart emails to people who already bought (missing “placed order” exit condition)
- Discounts in every flow, training customers to wait
- Generic content without product data
- No exit conditions, so people get several flows at once
Frequently asked questions
Which email flow should I set up first?
Abandoned cart and welcome series. They are usually the fastest to show results.
How many emails should an abandoned cart flow have?
Typically two to three. More often leads to unsubscribes without many extra sales.
Can I use AI in email flows?
Yes, for example to write variations, personalise recommendations or segment customers by predicted behaviour. Keep a human review on what gets sent.
Want flows that run by themselves?
I set up email automation and customer journeys connected to your store data, in Klaviyo, Mailchimp, Brevo, Marketo or with custom n8n workflows. See my marketing automation service or request a consultation.