Why flows come first
A campaign is an email you send once to your list, like a sale announcement. A flow (also called an automation) is a series of emails that sends automatically when someone takes an action: signs up, abandons a cart or places an order.
Flows are where email marketing pays off for most stores, because they reach people at exactly the right moment, every time, without you lifting a finger. Both Klaviyo and Omnisend integrate directly with Shopify and come with templates for all five flows below.
1Welcome series
Triggers when: someone joins your list through a pop-up, footer form or checkout.
New subscribers are usually your most engaged audience. They've just told you they're interested. A welcome series turns that interest into a first order and introduces your brand.
| When | What to include | |
|---|---|---|
| 1 | Immediately | Deliver the promised discount or gift, a warm hello and your best-sellers |
| 2 | Day 2 | Your story: who you are, why you started, what makes you different |
| 3 | Day 4 | Social proof: reviews, customer photos, press mentions |
| 4 | Day 6 | A friendly reminder that the welcome offer is about to expire |
Subject line ideas: “Welcome! Here's your 10% off”, “The story behind our brand”, “Your discount ends tomorrow”.
Tip: remove people from the flow as soon as they buy, so customers don't keep getting “first order” discounts.
2Abandoned checkout
Triggers when: someone starts checkout and enters their email but doesn't complete the order.
These shoppers were seconds away from buying, which makes this one of the most valuable flows in any store. Something got in the way: a surprise shipping cost, a distraction, or a last-minute doubt.
- Email 1 (about 1 hour later): a simple reminder with a picture of what they left and a button back to their cart. No discount yet.
- Email 2 (about 24 hours later): handle objections: reviews, returns policy, delivery times, a way to contact you.
- Email 3 (about 48–72 hours later): if your margins allow, a small incentive like free shipping or a modest discount, with a clear deadline.
Subject line ideas: “Did you forget something?”, “Still thinking it over?”, “Your cart is waiting (plus free shipping)”.
3Browse abandonment
Triggers when: a known subscriber views a product but doesn't add it to their cart.
This flow is softer than the abandoned checkout flow, because the shopper showed interest but no buying intent yet. Keep it helpful rather than pushy.
- Email 1 (a few hours later): “Still looking?” with the product they viewed and similar items.
- Email 2 (a day later, optional): reviews or a short guide related to that product category.
4Post-purchase
Triggers when: someone places an order.
Getting a second order is often cheaper than finding a new customer. The post-purchase flow builds trust, reduces “where is my order?” emails and sets up the next sale.
- Thank-you email (right away): a genuine thank-you and what to expect next. Shopify already sends the order confirmation, so keep this one personal.
- How-to-use email (around delivery): tips, care instructions or a short video so they get the best out of the product.
- Review request (about a week after delivery): ask for a review, ideally with a photo.
- Cross-sell (2–3 weeks later): products that go well with what they bought.
Consider separate versions for first-time and repeat customers. Repeat buyers don't need your brand story again; they'd rather hear about new arrivals or a loyalty reward.
5Win-back
Triggers when: a past customer hasn't ordered in a while. The right timing depends on how often people usually reorder: maybe 60 days for consumables, 120+ days for other products.
- Email 1: “We miss you” with what's new since their last order.
- Email 2: a personal incentive to come back.
- Email 3: a final “Should we stay in touch?” message. If they don't engage, move them to a less frequent list. This protects your inbox placement.
Make sure your emails land in the inbox
The best flow in the world doesn't help if it lands in spam. Since 2024, Gmail and Yahoo have required bulk senders to authenticate their sending domains, so this step isn't optional anymore:
- Send from your own domain (hello@yourstore.com), not a free Gmail address
- Set up SPF, DKIM and DMARC records (Klaviyo and Omnisend walk you through it)
- Include a clear, one-click unsubscribe link
- Regularly remove subscribers who haven't opened or clicked in months
- Only email people who signed up. Never buy lists
Where to start
If you're setting up from scratch, build the flows in this order: abandoned checkout, then welcome series, then post-purchase, then browse abandonment and win-back. Start with simple, on-brand emails, get them live, then improve subject lines, timing and offers based on your open, click and revenue numbers.
And don't forget the pop-up: flows only work if people join your list. A simple, well-timed sign-up form with a clear reason to subscribe is the engine behind all five.
Founder & Creative Lead at Bobbecom. 5+ years helping 150+ Shopify store owners and dropshippers grow.
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