Automated flows often drive more revenue than campaigns, with a fraction of the effort. Start with these six.
Campaigns get the attention, but automated flows quietly do the heavy lifting. Triggered by what customers actually do, they arrive at the right moment with the right message, and they keep working while you sleep. If you only build six, build these.
1. Welcome series
Three to five emails that introduce your brand, share your best products or services, and give new subscribers a reason to buy. Welcome emails routinely see the highest open rates you'll ever get.
2. Browse abandonment
A gentle nudge when someone views a product but doesn't add it to their cart. Keep it helpful: reviews, FAQs, or similar options rather than an immediate discount.
3. Cart and checkout abandonment
The highest-intent flow you'll build. Send the first reminder within an hour, then follow up with social proof and, if your margins allow, a time-limited incentive.
4. Post-purchase
Thank customers, set delivery expectations, and teach them how to get the most out of what they bought. Happy customers leave reviews and buy again.
5. Replenishment or cross-sell
For consumables, time a reminder to when the product is likely running low. For everything else, recommend complementary products based on the original purchase.
6. Win-back
Reach out to customers who haven't purchased in a while with what's new, a personal note, or an offer. Then suppress those who still don't engage to protect your deliverability.
A well-built flow program often generates 30–50% of total email revenue from less than 5% of sends.
