Email Flows: Revenue That Runs While You Sleep

Email flows (also called automated sequences or drip campaigns) are triggered emails that send automatically based on customer behaviour. Unlike broadcast campaigns that require you to write and send each time, flows run perpetually — generating revenue 24/7 without ongoing effort. The best Shopify stores generate 25–40% of total email revenue from flows alone. Here are the flows every store needs, from day one.

1. Welcome Series (Highest ROI Flow)

Trigger: New subscriber joins your list (not a customer yet).

  • Email 1 (immediate): Welcome + deliver lead magnet if offered. Brand story, what makes you different
  • Email 2 (Day 2): Best-selling products, social proof, reviews
  • Email 3 (Day 4): Address common objections. Free returns, quality guarantee, delivery promise
  • Email 4 (Day 7): Urgency email — “Your welcome discount expires in 48 hours”

2. Abandoned Cart Flow

Trigger: Item added to cart, checkout not started or not completed after 1 hour.

  • Email 1 (1 hour): Reminder. Product image, name, price, direct cart link. No discount yet
  • Email 2 (24 hours): Social proof — reviews of the specific product they were viewing
  • Email 3 (72 hours): Incentive — 10% off or free shipping, limited time

3. Post-Purchase Flow

Trigger: First order placed.

  • Email 1 (immediate): Order confirmation + shipping timeline. Not just transactional — add brand warmth
  • Email 2 (Day 3): Product usage/care tips. Reduces buyer’s remorse and return rate
  • Email 3 (Day 7 post-delivery): Review request. Personalised to the specific product purchased
  • Email 4 (Day 21): Cross-sell relevant products based on purchase history
  • Email 5 (Day 45): Repeat purchase prompt for consumables; “How are you getting on?” for durables

4. Win-Back Flow

Trigger: Customer has not purchased in 90–120 days (adjust based on your repurchase cycle).

  • Email 1 (Day 90): “We miss you” — remind them of your brand, show new arrivals
  • Email 2 (Day 97): Personalised offer — 15% off based on their purchase history category
  • Email 3 (Day 104): Last chance — “This is our final offer before we remove you from our list”

5. Browse Abandonment Flow

Trigger: Visitor browses a product page but doesn’t add to cart (requires Klaviyo or similar).

  • Email 1 (4 hours after browse): “Still interested in [product name]?” Show image, price, top 3 reviews
  • Email 2 (24 hours, if no action): Related products — “Others who liked [product] also loved…”

Need email flows set up for your Shopify store? Our email marketing team builds and optimises all essential flows in Klaviyo. Get in touch.

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