Email campaigns are what you send to your list. Email flows are what run automatically based on what customers do. The flows run 24/7 without manual involvement, which is why they consistently generate 30-40% of email marketing revenue on stores that have set them up correctly.
This is a guide to every flow a Shopify store should have, in priority order.
1. Welcome series (highest ROI per subscriber)
Trigger: Customer subscribes to your email list (without placing an order).
Why it matters: Welcome emails have 2-4x higher open rates than any other flow because the subscriber just opted in and is expecting to hear from you. This is your best chance to make a first impression and convert a new subscriber into a first-time buyer.
Sequence:
- Email 1 (immediately): Deliver any promised incentive (discount code), introduce the brand in 3-4 sentences, show 2-3 bestselling products
- Email 2 (2 days later): Brand story, founder message, or the "why" behind what you make
- Email 3 (4-5 days later): Social proof - reviews, press mentions, customer results
- Email 4 (7 days later): Address the main objection for first-time buyers ("Free returns," "Try before you decide," or whatever removes the primary barrier)
Exit the welcome series if the subscriber places an order at any point - they should enter the post-purchase flow instead.
2. Abandoned checkout (highest revenue recovery)
Trigger: Customer starts checkout (enters email) but doesn't complete the order.
Why it matters: These are your warmest leads. They entered payment details, chose a product, and got most of the way through buying. The barrier to completing is usually small - distraction, a question about delivery, a minor hesitation.
Sequence:
- Email 1 (1 hour): Simple reminder. Cart contents, total, a direct link back to checkout. No discount. Clear subject line: "You left something behind" or "Your cart is waiting"
- Email 2 (24 hours): Address hesitations. Returns policy, delivery timeframe, key product benefits, customer review. Still no discount
- Email 3 (48-72 hours): Optional incentive. "Complete your order in the next 24 hours for free shipping" only if margin allows. Don't start with a discount - you're training future abandons
3. Post-purchase flow
Trigger: Customer places an order.
Why it matters: The customer has just bought from you. This is the moment of highest satisfaction and lowest purchase anxiety. The post-purchase flow capitalises on that goodwill to build loyalty, generate a review, and set up the next purchase.
Sequence:
- Email 1 (immediately): Order confirmation (Shopify sends this natively - don't duplicate it in Klaviyo unless you're significantly improving it)
- Email 2 (2-3 days after delivery): "How are you getting on?" Check-in for products that take time to experience. Not a review request yet
- Email 3 (7-14 days after delivery): Review request. Ask specifically for a photo and include guided prompts. This is the highest-ROI review request timing
- Email 4 (30 days after delivery): Replenishment or complementary product recommendation based on what they purchased
- Email 5 (60-90 days, consumables only): Replenishment reminder. "Running low on [product]? Reorder in one click"
4. Browse abandon flow
Trigger: Identified visitor views a product page without adding to cart.
Why it matters: Reaches customers who showed intent but didn't act - a pool 10-20x larger than cart abandoners.
Sequence:
- Email 1 (1-4 hours): Product reminder showing the specific product(s) viewed with a direct link and a review
- Email 2 (24 hours, only if no click): Social proof focused email - reviews for the specific product, complementary items
Requires Klaviyo (Shopify's native email doesn't support browse abandon triggers). See the full abandoned browse guide for setup details.
5. Win-back flow
Trigger: Customer hasn't purchased in 90-180 days (adjust based on your typical purchase frequency).
Why it matters: Before a customer churns completely, there's a window where re-engagement is possible. A win-back flow catches them during that window.
Sequence:
- Email 1 (90 days after last purchase): "We miss you" - show new products or collections since their last order
- Email 2 (7 days later, only if no purchase): Incentive - a meaningful offer (free shipping, 15% off) to bring them back
- Email 3 (7 days later): Last attempt - "This is the last time we'll contact you about this." Genuine finality creates more response than repeated nudging
After three unanswered win-back emails, suppress the customer from general campaigns. They're not coming back to buy from this channel - continuing to email them damages your sender reputation without generating revenue.
6. Back-in-stock flow
Trigger: A previously out-of-stock product is restocked.
Why it matters: Customers who requested a stock notification have the highest purchase intent of any segment. They specifically asked to be told when this product is available. One email, immediately on restock, converts at 20-40%.
Setup: Enable back-in-stock notifications in your reviews app (most support this) or use a dedicated app like Back in Stock by Klaviyo or Swym. When you restock, the notification fires automatically to everyone on the waitlist.
7. Price drop flow
Trigger: A product that a customer viewed or wishlisted has its price reduced.
Why it matters: The customer showed interest but didn't buy - often because of price. When the price changes, the reason not to buy changes. Price drop notifications have very high conversion rates because the timing directly addresses the barrier that stopped the original purchase.
Requires either a wishlist app with price drop notification (Swym) or Klaviyo's price drop flow trigger. The flow is a single email: the product, the old price, the new price, a direct link to purchase.
