Shopify Email Automation: The 7 Flows Every Store Must Have Live

Why Flows Beat Campaigns for Shopify Revenue

Email campaigns require effort to create and send. Flows run automatically, triggered by customer behaviour, generating revenue while you sleep. The 7 flows below, set up correctly in Klaviyo or Omnisend, typically generate 25–40% of a Shopify store’s email revenue — without any ongoing effort once configured. If you only invest in one area of email marketing, make it flows.

Flow 1: Welcome Series

Trigger: subscriber joins email list. Sequence: 5 emails over 14 days (welcome + discount code, brand story, best sellers, social proof, last chance for discount). Average revenue per subscriber from welcome series: £2–£8. Conversion rate: 5–12% of new subscribers place a first order from this flow.

Flow 2: Abandoned Cart

Trigger: item added to cart but checkout not completed after 1 hour. Sequence: Email 1 at 1 hour (“You left something behind”), Email 2 at 24 hours (feature the product benefits + social proof), Email 3 at 72 hours (final nudge, optional small discount). Recovery rate: 5–15% of abandoned carts. Note: also set up abandoned checkout emails separately (triggered when checkout started but not completed) — these recover a different segment and often convert at higher rates.

Flow 3: Post-Purchase Thank-You

Trigger: first purchase placed. Sequence: Email 1 (immediate) — thank-you and what to expect. Email 2 (day 3–5 after estimated delivery) — usage tips or how-to content. Email 3 (day 7–10) — review request. Email 4 (day 14–21) — cross-sell complementary products. This flow builds customer relationships and drives repeat purchase — typically the single most impactful email flow beyond abandoned cart.

Flow 4: Winback (Re-engagement)

Trigger: customer has not purchased in 90 days (adjust based on your typical repurchase cadence). Sequence: Email 1 — “We miss you” with best sellers. Email 2 (7 days later) — special offer for returning customers. Email 3 (7 days later) — final “Still interested?” message. If no engagement after Email 3, suppress the customer from campaigns to protect deliverability. Winback flows recapture 5–12% of lapsed customers.

Flow 5: Browse Abandonment

Trigger: subscriber views a product page but does not add to cart. Send a single email 4–24 hours later featuring the viewed product. Simpler than abandoned cart — one email, one product, one CTA. Often overlooked but generates 5–10% of email revenue in stores that set it up. Requires Klaviyo’s tracking pixel to be installed on the storefront.

Flow 6: Replenishment Reminder

Trigger: X days after purchase of a consumable product. Calculate the average usage period for each consumable SKU (a 30-serving protein powder = 30-day reminder, a 60-capsule vitamin = 60-day reminder). Send a single email reminding the customer they might be running low, with a direct “Reorder now” CTA. Conversion rates of 8–20% for well-timed replenishment emails. Particularly high-value for supplement, coffee, beauty, and pet food stores.

Flow 7: Sunset (Suppression)

Trigger: subscriber has not opened any email in 120–180 days. Sequence: Email 1 — “Still want to hear from us?” (one large CTA to confirm yes). If no click, move to a final unsubscribe email after 7 days. If still no response, suppress from all marketing. This flow protects email deliverability — high unengaged rates tank open rates for everyone. Clean lists consistently outperform large, disengaged lists.

Priority Order for Setting Up Flows

• 1st: Abandoned cart + abandoned checkout (highest immediate ROI)
• 2nd: Welcome series (captures new subscriber revenue)
• 3rd: Post-purchase (builds LTV and review collection)
• 4th: Winback (recovers lost customers)
• 5th: Browse abandonment (incremental revenue)
• 6th: Replenishment (for consumables only)
• 7th: Sunset (list hygiene — set it and leave it)