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Email flows are automated sequences that trigger on a customer's behaviour, running in the background to drive revenue without manual work. The core flows every store should run are a welcome series for new subscribers, an abandoned cart flow to recover almost-sales, and a post-purchase flow to turn first-time buyers into repeat customers. These few automations often generate a large share of email revenue.
Introduction
Most stores focus on one-off campaigns and ignore the automations that run quietly and convert best. A handful of well-built flows can generate a large part of a store's email revenue while requiring almost no ongoing effort.
What an email flow is
A flow is an automated email sequence triggered by a customer action, such as signing up, abandoning a cart or making a purchase. Unlike a campaign that you send once, a flow runs continuously, reaching each customer at the right moment based on what they did. That timing is why flows convert so well.
The welcome flow
When someone subscribes, they are at peak interest. A welcome series introduces the brand, sets expectations and often includes a first-purchase incentive. It converts new interest into a first sale while attention is high, and sets the tone for the relationship.
The abandoned cart flow
Many shoppers add to cart and leave before buying. An abandoned cart flow reminds them, addresses hesitation and makes returning easy. Because these shoppers were already close to buying, this flow is often the highest-earning automation in a store.
The post-purchase flow
The first order is the start of a relationship. A post-purchase flow thanks the customer, sets expectations for delivery, and later invites a review or a repeat purchase. It increases customer lifetime value, which is where sustainable e-commerce profit comes from.
Build on the behaviour, then expand
Start with these three core flows, because they cover the highest-value moments. Once they are running, you can expand into win-back flows for lapsed customers, browse abandonment and replenishment reminders. For the full store approach, see our guide on how to build a webshop that sells.