A flow is an automated series that sends when someone does something, like signing up or leaving a cart. Once a flow is built well, it keeps working without anyone touching it. That's why I build flows before planning a single campaign.
1. Welcome series
Trigger: someone joins your list.
The first email should deliver whatever the signup form promised, right away. After that, introduce the brand, answer the questions people have before buying, and show your best sellers. Exit people from the flow as soon as they place an order, then move buyers into post-purchase.
2. Browse abandonment
Trigger: a known visitor views a product but doesn't add it to the cart.
Keep it light. One or two emails showing the product they looked at, with reviews or details that help them decide. Filter out anyone who received this flow in the last week so it doesn't feel like you're watching.
3. Abandoned cart
Trigger: someone adds to cart but doesn't start checkout.
Show the actual items with images and prices. A first email within a few hours usually does most of the work. If you add SMS, give it its own message instead of a shortened copy of the email.
4. Checkout abandonment
Trigger: someone starts checkout and leaves.
These people were close, so this flow usually earns the most per recipient. Answer the last-minute worries: shipping cost, delivery time, returns. Save any discount for the later emails, if you use one at all.
5. Post-purchase
Trigger: an order is placed.
Thank them, set shipping expectations, and help them get the most out of what they bought. Ask for a review once the product has had time to arrive. First-time buyers and repeat buyers should get different versions.
6. Winback
Trigger: a customer hasn't ordered in longer than your normal buying cycle.
Base the timing on your own data. A supplement brand might send at 45 days, an apparel brand at 120. Remind them what they bought, show what's new, and make it easy to come back.
7. Sunset
Trigger: a subscriber hasn't opened or clicked in a long time.
This one protects everything else. Ask unengaged subscribers if they still want to hear from you. If they don't respond, stop emailing them. It shrinks your list a little and helps your inbox placement a lot.
Settings that matter in every flow
- Exit when they buy. Nobody should get a cart reminder after they've already ordered.
- Smart Sending on for marketing flows, so people don't get three emails in an hour.
- Separate SMS from email. Only text people who opted in to SMS, and write for the channel.
- Review it monthly. Check revenue, click rate, and unsubscribes per message, and fix the weakest one.