Email marketing should be making you money while you sleep. If it's not, you're missing automated flows. These are emails that trigger based on customer behavior, running 24/7 without you lifting a finger.
Here are the five flows every e-commerce store needs, in order of priority.
1. Abandoned Cart Flow
This is the highest-ROI email flow you can build. Someone added to cart and left. They were interested. Remind them.
The sequence:
- Email 1 (1 hour): Simple reminder. Show the product. Link back to cart.
- Email 2 (24 hours): Add social proof. Reviews. Testimonials. Why people love it.
- Email 3 (48-72 hours): Create urgency or offer incentive. "Your cart expires soon" or "Here's 10% off to complete your order."
Expected recovery rate: 5-15% of abandoned carts.
2. Welcome Flow
First impressions matter. When someone joins your list, don't just send a discount code. Build the relationship.
The sequence:
- Email 1 (immediate): Deliver promised incentive. Welcome them.
- Email 2 (day 1): Tell your brand story. Why you exist.
- Email 3 (day 3): Social proof. Customer stories and reviews.
- Email 4 (day 5): Address objections. FAQ. Guarantees.
- Email 5 (day 7): Stronger offer if they haven't purchased.
This flow can drive 10-20% of your email revenue.
3. Post-Purchase Flow
The sale isn't the end. It's the beginning of a relationship. Use post-purchase emails to reduce buyer's remorse, encourage reviews, and drive repeat purchases.
The sequence:
- Email 1 (immediate): Order confirmation with personality.
- Email 2 (shipping): Tracking info with product tips.
- Email 3 (delivery + 3 days): How's it going? Request a review.
- Email 4 (2 weeks): Cross-sell complementary products.
- Email 5 (30 days): Replenishment reminder (if applicable).
4. Browse Abandonment Flow
Someone looked at a product but didn't add to cart. They're less hot than cart abandoners but still worth following up with.
The sequence:
- Email 1 (2-4 hours): "Still thinking about [product]?"
- Email 2 (24 hours): Show similar products or bestsellers.
Keep this one short. Two emails max. Don't be creepy.
5. Win-Back Flow
Customers who haven't purchased in 60-90 days are slipping away. Win them back before they're gone.
The sequence:
- Email 1 (60 days): "We miss you" with new arrivals or bestsellers.
- Email 2 (75 days): Special offer for returning customers.
- Email 3 (90 days): Last chance. Strong offer. "Should we remove you from our list?"
Some people are gone forever. That's okay. Focus on the ones you can bring back.
Implementation Tips
Start with abandoned cart. It's the quickest win. Then welcome. Then post-purchase. Build one flow at a time and optimize before moving to the next.
Use your email platform's built-in templates to start. Perfect is the enemy of done. A basic flow running today beats a perfect flow you never launch.
These five flows can account for 30-50% of your email revenue. Set them up once. Optimize over time. Watch the money come in.