The email flows every online store needs
Updated · E-commerce Helix
Automated email flows send the right message when a shopper does something, such as joining your list or leaving a checkout. Set them up once and they work every day. They are also the foundation of retention: getting customers to buy a second and third time.
Here are the core flows, roughly in the order to build them.
1. Welcome series
Trigger: someone joins your list. Goal: turn a new subscriber into a first-time buyer.
Send three to six emails over one to two weeks: say hello and deliver anything you promised, tell your story, show best sellers and reviews, and answer the usual objections. New subscribers are most interested right after they sign up.
2. Abandoned checkout
Trigger: started checkout, no order within about an hour. Goal: recover high-intent shoppers.
Two or three emails. Remind, reassure (delivery, returns, reviews), then a final nudge. Keep any discount for the last email and for new customers only.
3. Abandoned cart
Trigger: added to cart, did not start checkout within a couple of hours. Similar to abandoned checkout, a little softer.
4. Browse abandonment
Trigger: a known subscriber viewed a product more than once without adding it. Goal: help undecided shoppers choose. One or two helpful emails with the product and similar options.
5. Post-purchase
Trigger: first order placed. Goal: reduce buyer's remorse and returns, and set up the second order. Thank them, explain what happens next, and share how to get the best from the product.
6. Review request
Trigger: delivered, plus enough days for the product to show results. Goal: reviews, photos and user content you can use on product pages and in ads.
7. Replenishment
Trigger: the typical usage period for a consumable, for example around 25 days for a 30-day supply. Goal: win the reorder before they run out. Only for products people use up.
8. Win-back
Trigger: no order for about one and a half to two times your typical repeat interval. Goal: re-engage lapsed customers before they are gone.
9. VIP and loyalty
Trigger: a third order, or lifetime spend in your top group. Goal: recognise and keep your best customers, with early access rather than deep discounts.
Rules that protect your profit and your list
- Discounts follow clear offer rules and are never bigger than your public offer.
- SMS only with consent, an opt-out on every message, and quiet hours respected.
- Watch revenue per recipient, unsubscribe and spam rates, and test subject lines and timing.
Related
Helix lists the flows most stores need and writes each one out, ready to paste into your email platform. You switch them on yourself. See email automation.