Guide to Ecommerce Automated Email Flows
- Kerri Cuthbert
- Feb 3
- 42 min read
Updated: Oct 3
Automated email flows are the backbone of an effective ecommerce marketing strategy. They help small businesses engage customers at the right moments without manual effort, nurturing leads into loyal buyers over time. In this guide, we’ll break down the most important ecommerce email flows, explain how to set them up, and provide examples and tips. Each section includes a handy table summarising key details of the flow – including what triggers it, how many emails to send, when to send them, and what those emails should accomplish.
Why Automated Flows Matter: Unlike one-off newsletters or blast campaigns, automated flows run continuously in the background, responding to customer behaviours in real-time. They welcome new subscribers, recover abandoned carts, thank customers for purchases, re-engage lapsed buyers, and more – all on autopilot. This not only drives revenue (flows like welcome and cart abandonment often generate 20–50% of an ecommerce store’s email revenue) but also builds a consistent customer experience across the lifecycle. For small business owners and in-house marketers, setting up these flows means doing the work once and reaping ongoing benefits. Now, let’s explore the essential flows your ecommerce store should implement.
Welcome Flow
Every great customer relationship starts with a warm welcome. The Welcome Flow (or welcome series) is triggered when a new user signs up for your email list – for example, joining your newsletter or creating an account. This is your chance to introduce your brand and make a great first impression while the subscriber’s interest is highest. Welcome emails tend to have high open rates and engagement, so don’t miss this opportunity to shine.
Example of a welcome email offering a new subscriber a friendly greeting and a special discount. The welcome flow should immediately greet new sign-ups, introduce your brand, and deliver any promised incentive (like a 10% off coupon) to build trust.
What to include: A typical welcome series will thank the subscriber for joining, share your brand story or mission, highlight your best products or content, and often provide a sign-up incentive (if you promised one, send it in the first email to fulfil that promise). You want to answer the question “What’s in it for me?” for the subscriber by showcasing value – whether that’s exclusive tips, a helpful guide, or a discount on their first purchase. Subsequent emails can deepen the connection: for example, one email might share customer favourites or testimonials, and another might offer an exclusive deal if they haven’t purchased yet (some brands even send an “upgrade offer” later in the series to entice non-converters). Keep the tone friendly and helpful, not overly salesy.
Timing and frequency: Aim to send the first welcome email immediately (within minutes of sign-up) – striking while the iron is hot. Then send a few follow-ups over the next week or two. There’s no one-size-fits-all for the number of emails; many brands send 3–5 emails in a welcome series spread over the first 7–10 days. For example, you might send email #2 about 2–3 days after sign-up and email #3 around 5–7 days after sign-up, ensuring your brand stays in their inbox during that critical first week. (If your typical sales cycle is longer or you have lots of educational content, you could extend the series with more emails – just avoid bombarding the subscriber.)
Welcome Flow Summary: Here’s a quick-reference table for setting up a welcome email flow:
Flow Type | Trigger Conditions | Recommended Email Count | Recommended Timing | Example Email Content / Purpose |
Welcome Flow | - New newsletter signup or account creation - Customer’s first subscription to your emails | 3–5 emails (short series) | Email 1: Immediate (within minutes of signup) Email 2: ~2–3 days later Email 3: ~5–7 days later (after signup) (Additional emails): up to 10 days from signup in total | Email 1: Warm welcome, thank them for joining, deliver sign-up offer (e.g. discount code) and introduce your brand. Email 2: Share your brand story or values, highlight best-selling products or content that provides value to the subscriber. Email 3: Offer social proof (customer reviews) or an exclusive incentive for first purchase (e.g. limited-time coupon) to encourage conversion. |
Tips for Welcome Emails:
Be sure to actually send what you promised. If your signup form offered “10% off for new subscribers,” include that code in the very first email. This builds trust from day one.
Keep the tone warm and brand-aligned. Write as if you’re personally welcoming them. A friendly, conversational tone works well to humanise your brand.
Educate, don’t overwhelm. Spread out content over the series – e.g., Day 1: thank you and offer, Day 3: brand story or mission, Day 7: product recommendations or tips. This keeps subscribers engaged without overloading one email.
Include an “unsubscribe” link and contact info. Even in a welcome email, you must give recipients an easy opt-out (it’s the law, and it builds credibility). Also consider inviting them to add your email to their safe sender list to ensure future emails land in the inbox.
Abandoned Cart Flow
One of the highest ROI flows in ecommerce is the Abandoned Cart Flow. This flow triggers when a customer adds items to their cart but leaves without completing the purchase. It’s incredibly common – industry studies show about 70–80% of online shopping carts are abandoned – but a well-timed reminder can recover a good chunk of those would-be sales.
Abandoned cart recovery emails often feature a friendly reminder of the items left behind, product images, and sometimes an incentive to complete the purchase. The goal is to nudge shoppers to finish checking out by addressing doubts or offering help.
Trigger conditions: Typically, the user must have entered their email (e.g. logged in or reached checkout). Many ecommerce platforms trigger “cart abandonment” emails when a checkout is started but not finished. In some setups, if a user simply has items in the cart and leaves (without starting checkout), you might use a slightly different trigger (sometimes called an add-to-cart trigger). For our purposes, the abandoned cart flow covers any scenario where items were in the cart but the purchase wasn’t made.
Email content and strategy: Your first abandoned cart email is usually a gentle reminder – “Hey, you left something in your cart!” – including product image(s), name, price, and a clear call-to-action back to the cart. It’s wise to focus this email on helping the customer: for example, ask if they had any questions or issues at checkout (showing you’re ready to assist). The second email can introduce a bit more urgency or social proof: mention if stock is limited, highlight product benefits or reviews (“Over 500 five-star reviews!”), or reiterate your unique value (free shipping, guarantee, etc.). By the third email, if they still haven’t purchased, you might add a stronger sense of urgency or a final incentive – such as a limited-time discount or free shipping offer to “sweeten the deal”. Always include a prominent link or button to resume checkout in every email.
Timing: The best practice is a series of 2–3 emails spaced out over hours/days. Email 1 should go out fairly soon after the abandonment – about 1 hour later is a common sweet spot. This catches the shopper while the desire is still fresh, but not so soon that they’ve already decided to come back on their own (data shows 1 hour is optimal for the first email). If no action, send Email 2 roughly one day after the cart was abandoned (some brands do 12 hours later, others wait 24 hours – around the next day is a good rule of thumb). If you include a third email, send it about 3 days after the abandonment (or ~48 hours after the second email). This “1 hour – 1 day – 3 days” cadence is proven to maximise recovery without overly annoying the customer. Beyond three emails tends to have diminishing returns, so three is usually enough for cart recovery.
Abandoned Cart Flow Summary:
Flow Type | Trigger Conditions | Recommended Email Count | Recommended Timing | Example Email Content / Purpose |
Abandoned Cart | - Item(s) added to cart but not purchased (checkout started and abandoned, or cart timed out) - Customer’s email is known (loggedin or provided in checkout) | 3 emails (some brands use 2; 3 is ideal for max recovery) | Email 1: ~1 hour after cart abandonment Email 2: ~24 hours after abandonment (1 day later) Email 3: ~3 days after abandonment (or ~48 hrs after Email 2) | Email 1: Friendly reminder of items left in cart, with product image, name, price, and a direct link back to. Offer help (“Need assistance? We’re here!”) rather than pushing. Email 2: Build urgency or address uncertainty – e.g. “Your items are selling fast!” or share a glowing review of the product to reinforce its value. Reiterate any guarantees (free returns, warranty). Possibly include a small incentive or reminder of an existing discount. Email 3: Last-chance offer – introduce a discount or free shipping if they purchase now, and stress that the cart (or offer) will expire. Create FOMO (e.g. “Only a few left in stock!”) and encourage immediate action. |
Tips for Abandoned Cart Emails:
Use compelling subject lines. Short and direct often works (“Did you forget something?” or “Your cart is waiting for you”). Mentioning a discount in the subject (if you’re offering one) can boost open rates, e.g. “Your 10% off is here – complete your purchase”.
Include product photos and clear CTAs. Remind them exactly what they left behind. A big “Return to Cart” button is hard to resist for someone who did intend to buy.
Make it personal and helpful. Consider sending from a real name email (e.g. jane@yourstore.com) and invite replies. Customers may respond with questions or concerns – this is golden feedback to understand why they abandoned. A customer-centric approach (“We’re here to help if you had an issue”) can even salvage sales that a discount wouldn’t.
Stop the flow if they purchase. Set your automation to exit customers who have since completed the order. Nothing is more annoying to a customer than buying the item and then still getting “complete your cart” emails – avoid that by using the proper filters (most email platforms handle this if configured correctly).
Don’t overdo the discounts. While a coupon in the last email can lift conversions, not every store chooses to offer one (or you might reserve it for high-value carts). Test whether an incentive is needed – sometimes a reminder and urgency are enough. If you do offer a discount, ensure it’s time-limited to prompt quick action.
Browse Abandonment Flow
The Browse Abandonment Flow targets those window-shoppers who viewed products on your site but left before adding anything to their cart or buying. These are higher up in the funnel than cart abandoners – they showed interest by browsing product pages, but they didn’t take the next step. A browse abandonment email serves as a gentle nudge to bring them back, ideally by reminding them of what caught their eye and addressing any hesitations.
Trigger conditions: This flow is triggered when a known visitor (identified by email, usually via a cookie or prior login) views a product or category page but does not add to cart or start checkout. To set this up, you’ll need website tracking in your email platform (often a snippet of code on your site) so it can log browse events. Ensure this tracking is configured correctly – many stores have a browse flow set up but find it’s not firing because tracking wasn’t properly enabled.
Email content: A good browse abandonment email will reference the product(s) the customer looked at, and encourage them to take a second look or continue shopping. Simply saying “You looked at this, want to buy it?” isn’t enough. Use these emails to tackle the customer’s potential concerns or information needs. For example, include a section with a few product reviews or ratings to build trust (“See what others are saying about this item”). Highlight any unique selling points: is the product made of premium materials? Is it a bestseller? Also, consider mentioning your return policy, warranty, or support, since one reason people hold off buying is uncertainty – reassure them that there’s no risk. The first email can be a straightforward reminder of the item with a “We thought you might like this” tone. If you send a second or third email, you might introduce an incentive (like a small discount or free gift) in later emails if they still haven’t acted. You can also showcase related products or top sellers in case that particular item wasn’t a perfect fit, but something similar might tempt them.
Timing: Because browse intent is a bit softer than cart intent, you don’t need to email them within the hour. A common approach is to send the first browse abandonment email within 24 hours of the browse event. If they don’t click or purchase after that, send a second email 3–4 days later, adding more encouragement (social proof, urgency, or help). Some brands add a third email about 7 days after the initial visit as a final reminder, possibly with a special offer. In total, 2–3 emails spaced over a week is a good framework (e.g. Day 1, Day 4, Day 7 after browsing). Remember to stop the flow if the person makes a purchase in the meantime.
Browse Abandonment Flow Summary:
Flow Type | Trigger Conditions | Recommended Email Count | Recommended Timing | Example Email Content / Purpose |
Browse Abandonment | - Customer viewed product page(s) but no cart addition or purchase. - (Requires web tracking of page visits, and identifying the user’s email via login or cookie) | 2–3 emails | Email 1: ~24 hours after browsing Email 2: ~3–4 days after the browse Email 3 (opt.): ~7 days after initial browse (if no purchase) | Email 1: Reminder of the product they viewed (“Still thinking it over? Here’s another look at [Product Name].”). Include product image, name, and maybe a review snippet or rating to build confidence. Offer help: “Questions about this product? Just hit reply!” Email 2: Provide additional info and social proof – e.g., highlight the product’s top features or benefits, mention your hassle-free returns or guarantee, and show a testimonial from a happy customer. Possibly suggest related items (“You might also like…”) in case that product wasn’t quite right. Email 3: Add urgency or an incentive – for example, “Last chance to get 10% off your wish list item!” or note that the item is popular/limited stock to encourage them to act. Reiterate value propositions (free shipping, etc.) and make it easy to return to the product page. |
Tips for Browse Abandonment Emails:
Double-check your tracking. If your browse abandonment flow isn’t working, ensure the tracking snippet is installed correctly on your site and that your email platform is capturing browse events. It’s a common pitfall that’s easy to fix.
Personalise the message. Use the product name and even category in the email. For example: “Hey [Name], still interested in that Cozy Knit Sweater? It’s one of our favourite’s!” This feels tailor-made and not like a generic blast.
Address common objections. Since these shoppers didn’t even add to cart, something held them back. Was it price? Uncertainty about fit/quality? Use your email copy to preempt those worries: mention “Free returns if it’s not right for you” or highlight a unique feature that justifies the price.
Don’t spam if interest was mild. If someone looked at one item and left, 2-3 emails is plenty. Also, consider not sending browse emails for every single product view – you might set a rule to only trigger if they viewed e.g. 2+ products or spent a certain amount of time. This ensures you’re targeting genuinely interested visitors, not someone who bounced immediately.
Test offering a small incentive. Incentives aren’t just for cart abandoners. For higher-value products or competitive segments, a modest offer (like “5% off” or “Free sample with your order”) in a later browse email can tip the scales. Test it against a no-incentive version to see if it lifts conversions significantly.
Post-Purchase Flow
The sale isn’t the end of the journey – in many ways, it’s the beginning of your relationship with a customer. The Post-Purchase Flow (sometimes called a post-purchase nurture or thank-you series) is a sequence of emails sent after a customer makes a purchase. This flow aims to welcome new customers, reinforce their choice, and encourage repeat business. It’s a crucial yet often under-utilised part of email marketing: many stores either neglect post-purchase emails or only send basic order confirmations, missing the opportunity to turn a one-time buyer into a loyal fan.
Trigger conditions: A completed order (customer has made a purchase) is the trigger. You might segment this further – for example, a first-time customer could enter a slightly different post-purchase flow than a repeat customer. But at minimum, anyone who buys should receive some follow-up beyond the standard receipt or shipping notice.
Goals and content: The primary goal is to thank the customer and enhance their experience. Yes, they’ve already paid you, but a warm thank-you goes a long way to making them feel good about their purchase. The first email in this flow is often a “Thank You” email from the founder or team, expressing gratitude and reiterating what makes your brand special (mission, quality, community, etc.). This personal touch can build an emotional connection. Subsequent emails can include useful information: for example, “how to get the most out of your product” tips (especially if it’s a product that requires setup or has care instructions), or the story behind the product they bought. Post-purchase is also a great time for cross-sells and product education. Once you’ve thanked them and ensured they’re happy, you might introduce complementary products: “Since you loved X, you might also like Y”. Just be tactful – overly salesy right after a purchase can feel pushy, so frame cross-sell suggestions as helpful (“Many customers also get…”). Additionally, consider a review request as part of this flow (or as a separate flow – we cover Review Requests later). A common approach is to ask for a review or feedback after the product has been delivered and the customer has had a couple days to use it.
Timing: It’s important to not dump all this info at once; spread it out in a logical sequence aligned with the customer’s order and delivery timeline. A simple guideline is to send at least 3 emails over about 7–10 days post-purchase:
Email 1: Immediately after purchase (within a day, if not within hours). This can be the thank-you email, separate from the transactional receipt. It might also include order tracking info or next steps, but its key purpose is a warm thank you and reassurance (“We’re on it – your order is being prepared!”). If it’s a first-time customer, you might also reiterate who you are and what they can expect as a customer.
Email 2: A few days later, ideally before the order arrives (if shipping takes several days). Use this to continue the conversation: share your brand story, a behind-the-scenes look at your product process, or tips for using the product. For example, a skincare brand might send “How to use your new skincare kit – 5 tips for best results” while the product is en route.
Email 3: After delivery (or an estimate of delivery). Perhaps 2–3 days after the product is delivered, check in with the customer. Ask if everything is okay with their order and invite feedback. This is a good time to explicitly request a review if appropriate (“We’d love to hear how you’re enjoying [Product]. Leave a review and let us know!”). You can also combine this with a subtle cross-sell: “Customers who bought [Product] also love these” or “Complete the set with…”. By now, about a week has passed since purchase.
If you have more content, you can extend to a fourth email a bit later – for example, offering a loyalty program signup or a coupon for their next purchase to encourage a second order (some flows send a “next purchase” coupon around 1–2 weeks post-purchase if the customer hasn’t bought again). But be careful not to send too many emails immediately after a purchase, or the customer may feel spammed.
Segmentation: One powerful tweak is to branch your post-purchase flow for different scenarios. A new customer might get the full introduction and education, whereas a repeat customer could skip the brand intro and instead get a “welcome back, we appreciate you” tone with maybe a loyalty reward. If you have a VIP tier or subscription customers, you might treat them differently in the flow (e.g., don’t send them offers that are irrelevant or push too hard for another sale when they’re already subscribed). For a small business just starting, you can begin with a single unified flow and add segments as you grow.
Post-Purchase Flow Summary:
Flow Type | Trigger Conditions | Recommended Email Count | Recommended Timing | Example Email Content / Purpose |
Post-Purchase | - Order completed (customer made a purchase) - Can filter by first-time vs repeat purchase for tailored messaging | 3–4 emails (depending on content) | Email 1: Immediately or within 24 hours after purchase (once order is confirmed). Email 2: 2–3 days after purchase (before delivery, in most cases) Email 3: ~1–3 days after delivery (e.g. a week after purchase) Optional Email 4: ~1–2 weeks after purchase (with a next-purchase incentive or loyalty invite) | Email 1: Thank You & Confirmation. A sincere thank-you message, possibly from the founder, expressing appreciation for the purchase. Reiterate what makes your brand or product special (to reconfirm they made a good choice). Provide any important info about their order (“We’re preparing your shipment – we’ll send tracking info soon!”). Email 2: Brand Story / Product Tips. Share your brand’s mission or the story behind the product. Include useful content: e.g., care instructions, how-to guides, or tips to get the most out of the product. This adds value and reduces buyer’s remorse by ensuring they have a great experience. Email 3: Follow-Up & Review Request. Confirm that their order arrived or is in hand (“Hope you’re enjoying your [Product]!”). Ask for feedback or a review once they’ve had a chance to use it. Keep it easy – provide a direct review link or 1-click rating. You can also suggest complementary products (“Since you’re loving X, you might like Y”) as a gentle cross-sell. Optionally, include a discount on the next purchase as a thank-you. (Email 4): Repeat Purchase Incentive. If the customer hasn’t bought again in a couple of weeks, send a “come back” offer like a coupon or highlight your loyalty/referral program (“Earn points on your next order” or “Refer a friend, get $10”). This encourages a second purchase and enrollment into your community. |
Tips for Post-Purchase Emails:
Make it about the customer, not just the sale. Post-purchase is prime time to build a relationship. Provide genuine value – whether that’s education, a heartfelt thank you, or insider info. Don’t just say “buy more, buy more”; show that you care about their experience with what they bought.
Use plain text style for the thank-you email. A message from the founder or CEO in plain text (or a simple HTML that looks like plain text) can feel very personal. Many brands do this for the first post-purchase email to great effect – it feels like getting a personal thank-you note.
Remind them of customer support. In your follow-up, invite them to contact you if they have any issues or questions with their order. This can preempt complaints or returns by opening a door for dialogue. Happy customers might reply with praise; unhappy ones can get help – both are opportunities.
Leverage social proof and community. Encourage new customers to join your social media community or user forum if you have one. “Join our Instagram family and tag us in your photos!” – this extends the engagement beyond email.
Split your flow by customer type if possible. As mentioned, returning customers don’t need the full introduction again. Acknowledge them differently (“Welcome back, we’re thrilled you ordered again!”) and perhaps skip right to loyalty rewards or new product announcements. This little personalisation can increase retention.
Cross-sell wisely. If you choose to recommend other products, ensure they truly complement the purchase. E.g., “Your new camera would pair great with our tripod – here’s 10% off one if you’re interested.” Irrelevant suggestions can feel like spam, but thoughtful ones feel helpful.
Replenishment / Repeat Purchase Flow
If your store sells consumable or repeat-purchase products (think: vitamins, coffee, pet food, skincare, etc.), a Replenishment Flow can drive significant repeat revenue. This flow is designed to remind customers to re-order a product right around the time they’re likely to need a refill, turning one-time buyers into regular customers.
Trigger conditions: The trigger is typically time-based after a purchase of a consumable item. For example, if someone bought a 30-day supply of coffee, you might trigger a reminder email ~25 days after purchase, assuming they’re running low. You can set this up either by using product-specific timing (if you know the typical usage interval) or using your platform’s predictive repurchase data if available. Some advanced systems allow triggers like “X days after fulfilment for Product A”. Simpler approach: create a segment of customers who bought that product X days ago and haven’t repurchased, and trigger the flow for them.
Email content: The messaging should feel genuinely helpful – a friendly reminder rather than a pure sales pitch. For example: “It’s been about a month since your last order of DailyBoost Vitamins – you might be running low. Ready to restock?” Emphasise convenience: provide a direct link to re-order in one click. If you offer subscriptions, this is a great moment to mention “Save 10% and never run out by subscribing!” as an option. Many replenishment emails offer a small discount for the re-order to encourage conversion (or free shipping on the next order). If the product has any nuances (like maybe tips to extend its use or how to recycle the old one, etc.), you can include that too. Adding product recommendations can also work here – e.g., “While you’re restocking your coffee, have you tried our new roast?” – but keep the focus on the main item first.
Timing: Timing is everything for replenishment. You want to email not too early (or they won’t be ready to buy yet) and not too late (or they might have switched to a competitor or forgotten). The optimal timing depends on the product’s lifecycle:
If it’s a roughly monthly product (30-day supply), email a bit before a month is up (e.g. ~3 weeks after purchase).
If it’s something like a 60-day supply, maybe email at 50 days.
Some products might have an obvious schedule (e.g., printer ink might depend on average use, skincare maybe every 6-8 weeks, etc.). Use your knowledge of the product or look at your data for average re-order intervals.
You can even do a series of reminders. For example, a common approach is two emails: one a few days before the expected depletion (“Time to re-order soon”), and a second one if they haven’t reordered by the time they’re likely out (a stronger “You might be out – re-order now and get X% off your next bottle!”). For instance, Email 1 at 25 days post-purchase, Email 2 at 30 days post-purchase, and maybe Email 3 at 35 days as a last nudge with a discount. In summary, 1–3 emails per replenishment cycle, spaced a few days apart, often works well.
Replenishment Flow Summary:
Flow Type | Trigger Conditions | Recommended Email Count | Recommended Timing | Example Email Content / Purpose |
Replenishment (Repeat Purchase Reminder) | - Customer purchased a consumable or repeat-use product. - X days have passed since purchase, where X ≈ product usage cycle (e.g. 30 days for a monthly use item). - Customer has not re-ordered yet. | 2–3 emails (per repurchase cycle) | Email 1: Timing aligned with when product is almost used up (e.g. 5–7 days before expected depletion). Email 2: A few days after Email 1 if no reorder (which may coincide with the expected run-out date). Email 3 (opt.): Final reminder ~a week after run-out with perhaps a special offer. | Email 1: “Time to Restock” Reminder. Friendly note that they might be running low on Product X. Example: “Hi [Name], just a heads-up – it’s been about a month since your order of DailyBoost Vitamins. You’re probably nearing the end of your supply, so now’s a great time to stock up!” Provide a direct reorder link for one-click convenience. If you have a subscription program, mention how they can subscribe and save (so they never run out). Email 2: Urgency & Incentive. If they haven’t repurchased, follow up around the time they’d be out: “Don’t miss a day of your routine – reorder now before you run out.” You can add a small incentive here like “Enjoy 15% off your refill if you order this week”. Highlight any benefits like free shipping on repeat orders, etc. Email 3: Last Chance & Assistance. A final nudge: “We noticed you haven’t refilled your [Product]. Is everything okay? If you need help or have questions, let us know. As a thank you for being a customer, here’s a last chance to get 20% off your next purchase.” This could also gently ask for feedback if they’re not reordering (“Not planning to reorder? We’d love to know why to help improve”). This way, even if you lose them, you gain insight. |
Tips for Replenishment Flows:
Dial in the timing through testing. If you get it wrong, the flow loses effectiveness. If possible, analyse how long customers typically take to repurchase and set your trigger slightly before that point. You can adjust based on results – if you find many people reorder after your first email, great. If not, maybe you’re emailing too early or too late.
Emphasise convenience. Remind them how easy it is to reorder (and how painful running out would be!). For example: “Click below and we’ll have your next batch on its way – you don’t even need to visit the site and find it again.”
Consider a subscription push. If subscriptions make sense for your product, use the replenishment reminder to upsell that: “Tired of reordering? Switch to auto-refill and save 10% + free shipping. Cancel anytime.” Many customers just need that prompt to enrol in a subscription for convenience.
Keep a helpful tone. The framing should be customer-centric: you’re doing them a favour by reminding them. It shouldn’t feel like “We want more sales from you” (even though of course we do) – it should feel like “We don’t want you to run out or interrupt your routine.”
Mind the product specifics. If the product has variations or related items, you can incorporate that. E.g., “It might be time for new razor blades. Maybe try our new ultra-smooth blades on your next order?” But focus on the item they likely need first, then optional suggestions.
Opt-out if not needed. Include a way for them to silence these if they’re not interested. For instance: “If you’ve got plenty left or don’t need a reminder, no worries – click here to snooze these alerts.” This prevents annoying customers who might stockpile or not use the product regularly.
Win-Back (Re-Engagement) Flow
Over time, some customers will go quiet – maybe they haven’t bought in a while or stopped opening your emails. A Win-Back Flow (or re-engagement flow) is designed to rekindle the relationship with these lapsed customers before they disappear for good. It’s much cheaper to re-engage an existing customer than to acquire a new one, so win-back emails are key to boosting customer lifetime value.
Trigger conditions: Typically, the trigger is inactivity for a defined period – often measured in days or months since last purchase, last website visit, or even last email open. A common criterion is something like “no purchases in 90 days” or “has not engaged (opened or clicked) in 60 days”. You decide the timeframe based on your business cycle. For a high-frequency purchase business (like weekly food delivery), 60 days of no purchase is a long lapse. For a fashion retailer, maybe 6+ months no purchase might be the signal. The key is to catch them before they forget you entirely or before they unsubscribe. Some marketers also include loyal customers who used to buy often but haven’t lately, as well as email subscribers who haven’t opened emails in a long time (though pure non-openers might be better handled with a separate list-cleaning or “sunset” flow, which we’ll mention).
Email content: The tone of win-back emails is usually warm, a bit apologetic or “miss you” in style, and focused on reminding the customer of the value they once found in your brand. It often starts with a subject line like “We miss you, [Name]” or “It’s been a while…”. Inside, you might:
Remind them of what they purchased or liked before: “You loved [Product/Category] – we’ve got new items we think you’ll enjoy.”
Offer a compelling incentive to return: a special “welcome back” discount or a free gift if they purchase again. Many win-back campaigns include a juicy offer (e.g. “30% off your next order” or “Here’s $15 on us, no strings attached”) as a lure.
Highlight new arrivals or improvements: “Here’s what’s new since you last visited us – we’ve launched X and improved Y.”
Appeal to nostalgia: “You’ve been with us since 2021, and we value that. Here’s an exclusive offer as a thank-you for being part of our journey.”
Reassure them: if inactivity might be due to an issue (quality, service), address it broadly. E.g., “We’ve made some big improvements based on customer feedback – come see what’s new.”
You can also use a series: the first win-back email might just gently tap them with an offer, the second could add urgency (“Your 20% off coupon is expiring soon!”), and maybe a third as a last attempt (“Still want to stay with us? If not, we’ll stop emailing you.”). In fact, some flows include a final email that says “If we don’t hear from you, we’ll assume you want to pause emails” – effectively an opt-out that can also purge truly inactive folks (this crosses into “sunset flow” territory, which is essentially a last-resort win-back that removes them if they don’t re-engage).
Timing: It’s event-triggered by the lapse duration. So you decide that X days of no activity triggers Email 1. Then subsequent emails can be spaced a few days to a week apart. For example:
Email 1 triggers at 90 days of no purchase.
If no response, Email 2 at 97 days (a week later).
Email 3 at 104 days (~2 weeks after first email).
Adjust if your series is longer or shorter. The idea is not to drag it out too long – if they don’t engage after a couple of attempts, it may be time to let them go (and possibly remove them from your list to protect your deliverability).
Win-Back Flow Summary:
Flow Type | Trigger Conditions | Recommended Email Count | Recommended Timing | Example Email Content / Purpose |
Win-Back (Re-Engagement) | - Customer has been inactive for a set period (no recent purchases or no email engagement for X days). - e.g. 60, 90, or 180 days of no purchases (choose based on your business cycle). | 2–3 emails | Email 1: Triggered when inactivity threshold hit (e.g. at 90 days since last purchase). Email 2: ~7 days after Email 1 if no response. Email 3: ~14 days after Email 1 (another week after Email 2). | Email 1: “We Miss You” + Offer. A warm note like “Hey [Name], we noticed we haven’t seen you in a while – we miss you!” Remind them of your value: highlight popular products or new arrivals. Include a special incentive to entice them back (e.g., “Here’s 20% off your next order, just for you” or “Come back and get free shipping on your next purchase”). Use friendly language that makes them feel valued, not scolded for being away. Email 2: Follow-Up – New & Popular Items. If they didn’t bite on the first offer, send something different: showcase best-sellers or items related to their past purchases: “Still on the hunt for something you love? These new releases have been a hit!” If you offered a coupon, remind them it’s still available. Possibly increase urgency: “Your exclusive 20% off expires in 3 days.” Email 3: Last-Chance & Feedback. A final attempt: “We really don’t want to lose you.” Reiterate the offer one last time or even make it a tad sweeter (“Last chance: 25% off, just for you”). Also, sincerely ask if they’d like to stay subscribed: “If you’re not interested in our emails, no problem – you can unsubscribe below. But if there’s anything we could do better, reply and let us know.” This gives them an out and shows you care about feedback. |
Tips for Win-Back Emails:
Make the subject line intriguing. Examples: “Jane, is this goodbye? 💔” or “We miss you – here’s 30% off to come back.” Personalisation and a sense of urgency or emotion can improve open rates on dormant subscribers.
Test your offers. Win-back is one area where a strong incentive can really pay off. Try different offers (percentage vs. fixed discount, free gift, etc.) to see what moves the needle. Some customers might just need a little nudge to return.
Clean your list of truly unengaged subscribers. If someone doesn’t open or click any of your win-back emails, it may be time to remove or suppress them from future mailings. Keeping chronically unengaged emails can hurt your deliverability. It’s better to have a smaller list of active fans than a huge list of ghosts. Many win-back flows integrate this: the final email can say “We’ll take you off our list if we don’t hear back” and then automatically do so for those who ignore it.
Be brand-positive. Don’t sound desperate; instead, focus on the positive things they might have missed. “Here’s what’s new” or “These favourites are back in stock” can create FOMO that draws them in.
Segment by customer value. You might craft different win-back approaches for high-value customers vs. low. A past VIP who lapsed might get a more concierge-style reach-out (“We’ve saved your spot in our loyalty program, come back and enjoy VIP perks again!”) whereas a one-time low spender might just get the standard series. Prioritise winning back those who have the highest potential value.
Review Request Flow
Happy customers can become your best marketers – but first you need to hear from them! A Review Request Flow automates the process of asking customers to review their recent purchase. Product reviews build trust for future shoppers and can provide you valuable feedback. Small businesses especially benefit from accumulating good reviews to compete with bigger brands.
Trigger conditions: This flow is triggered after a customer receives or uses a product, typically following a purchase of a specific item. The most straightforward trigger is X days after an order is delivered (or after purchase date, using an average shipping time buffer). Some platforms let you trigger “item delivered” events if you integrate with shipping; if not, you can estimate (e.g., 10 days after purchase) when they likely have the product in hand. If your product is digital or a service, you might trigger after the service is delivered or after a set period of usage.
Email content: A review request email should be short, polite, and make it super easy to leave a review. Key components:
Gratitude: Thank them for their purchase (if you haven’t already in prior emails) and express hope that they are enjoying the product.
Request: Ask if they could take a moment to share their experience. E.g., “We’d love to hear what you think of [Product]. Your feedback helps us and other customers.”
Direct link or button to the review page: Don’t make them hunt for where to review. Use a clear CTA like “Write a Review” that goes directly to a pre-loaded review form if possible (some systems can pre-identify the customer so they don’t need to log in again).
Possibly mention an incentive or just the community benefit: Some brands offer a small coupon in exchange for a review (be mindful of platform rules – certain sites like Amazon forbid incentivised reviews, but on your own store it’s generally fine to offer a chance to win a gift card or points). Even without a reward, you can explain “Your review helps others make decisions” to encourage altruistic contribution.
Multiple products: If the order had multiple items, you can list them with individual review links. Make it convenient: a star rating widget embedded in the email for each product can boost engagement (if your email platform supports that, or at least a link per item).
Optionally, highlight that you value honest feedback and are looking to improve. This makes customers feel their opinion truly matters, not just that you want 5 stars.
Timing: Give the customer enough time to use the product, but not so long that the excitement fades. A common schedule is around 5–7 days after delivery for fast-use items (like apparel, simple gadgets) or 10–14 days after delivery for things that need more trial (like skincare, supplements). You can also do a two-email sequence:
First review request: at the appropriate timeframe as above.
Follow-up reminder: if no review after maybe another 5–7 days, send a polite reminder: “Just a friendly reminder, we’d still love your feedback on [Product].” Possibly mention the review again or any incentive expiration if you offered one.
So typically 1–2 emails in this flow are sufficient. You don’t want to nag beyond that.
Review Request Flow Summary:
Flow Type | Trigger Conditions | Recommended Email Count | Recommended Timing | Example Email Content / Purpose |
Review Request | - Post-purchase and product delivered (or enough time elapsed after purchase). - Triggered per item or per order, after customer has had time to use the product. | 1–2 emails | Email 1: ~5–10 days after product delivery (timing depends on product usage cycle). Email 2 (reminder): ~5–7 days after the first email, only if no review submitted. | Email 1: Review Invitation. “Hi [Name], hope you’re enjoying your [Product]!” Thank them again for their purchase and kindly ask for a review. For example: “Would you take 1 minute to share your experience? Your feedback helps other customers and helps us improve.” Include a clear CTA button “Leave a Review” that links directly to the product review page or a feedback form. If you have a loyalty program, mention they can earn points for reviews (if applicable), or simply say “As a small business, we really appreciate every review.” Email 2: Gentle Reminder. If no response, a week later send a short reminder: “Just a friendly reminder – we’d still love to hear your thoughts on [Product].” You might add, “Even a sentence or two is greatly appreciated!” Emphasize how quick it is. If you offered a coupon for reviews, restate it: “Remember, you’ll get 10% off your next order as a thank-you when you submit a review.” And always thank them for being a customer regardless. |
Tips for Review Request Emails:
Tips for Review Request Emails:
Keep it simple. These emails should be minimal and to the point. Often a plain design with a short message and one button works best. The easier it looks, the more likely they’ll do it.
Mobile-friendly is a must. People might click the review link on their phone – ensure the review page or form is mobile-optimised. Also, if you can implement an in-email rating (like clickable stars that then take them to additional questions), that reduces friction.
Timing by product. If you sell diverse products, consider different delays for different categories. For example, someone who bought a book might take a couple weeks to read it before reviewing, whereas someone who bought a coffee mug can review it the next day. If you can’t dynamically vary by item, choose a middle ground or lean toward a bit later to ensure usage.
Respond to reviews. This is beyond the email itself, but when customers do leave reviews, acknowledge them (some review platforms let you reply). It shows you value feedback. Also, be prepared to address negative feedback – sometimes a review flow will surface an unhappy customer experience that you can still fix by reaching out separately.
Use reviews in your marketing. Once you gather nice reviews, showcase them (with permission if needed) on your site or future emails. It creates a virtuous cycle: more reviews lead to more trust and more sales, which lead to more reviews.
VIP / Loyalty Flow
Everyone likes to feel special. The VIP or Loyalty Flow is all about rewarding your best customers – those who buy frequently, spend a lot, or otherwise engage deeply with your brand. By automating special perks and messages for these VIPs, you strengthen their loyalty and encourage them to keep choosing you.
Trigger conditions: This usually ties into a loyalty program or spending threshold. For example:
Hitting a certain lifetime spend (e.g., customer has spent over $500 or made 5 purchases).
Reaching a new loyalty tier (e.g., Gold status).
Or on a points-based system, reaching a high points balance.If you don’t have a formal program, you can still define VIPs (say top 5% of spenders, or those who purchase X times a year) and trigger when someone crosses that threshold. Another approach: trigger after a customer’s Xth order (e.g., third order – “Wow, three orders! You’re now a VIP in our book.”). The key is to identify those customers who merit special treatment.
Email content: The tone should be exclusive and appreciative. You want the customer to feel like they’re part of an elite group. Common elements:
Congratulations/Welcome message: “Welcome to the VIP club!” or “You’re one of our best customers, thank you!” Let them know their business is noticed and valued at a higher level.
Outline the perks: If you have formal VIP perks (like early access to launches, exclusive discounts, free upgrades, dedicated support line, etc.), spell those out. For example: “As a VIP, you’ll get: early access to sales, a free gift on your birthday, and sneak peeks at new collections.”
Immediate reward: Some programs give a one-time reward when you achieve VIP. You might include a unique coupon code for a significant discount or a freebie as a celebration gift.
Community aspect: If you have a referral program, invite them – VIPs often are brand advocates. Or invite them to follow your social media or join a VIP-exclusive group if you have one.
Personal touch: This is a great place for a personal-sounding note from the founder or loyalty manager, thanking them sincerely for their support.
You might also send periodic VIP-only emails (outside of automations) for special promotions, but within the automated flow, it’s usually triggered by entry into VIP status. You can have a short series like:
Email 1: VIP welcome (as soon as they qualify).
Email 2: maybe a month later, a check-in or a “here’s how to use your perks” reminder.
Email 3: perhaps quarterly “exclusive offer just for VIPs”.
However, many businesses might just do the initial welcome and then handle other VIP communications as regular campaigns to that segment.
VIP Flow Summary:
Flow Type | Trigger Conditions | Recommended Email Count | Recommended Timing | Example Email Content / Purpose |
VIP/Loyalty | - Customer qualifies as VIP (hits spending or purchase threshold, or enters top loyalty tier). - Alternatively, customer makes Nth purchase (milestone indicating loyalty). | 1–3 emails (small series) | Email 1: Immediately upon reaching VIP status (triggered as soon as they cross the threshold). Email 2 (optional): ~30 days after, as a follow-up (“How are you enjoying VIP perks?” or additional gift). Email 3 (optional): Perhaps a special VIP-only offer or survey after some time. | Email 1: VIP Welcome & Perks. “Congratulations, you’re now a [Your Store] VIP!” Celebrate their achievement: “We’re thrilled to have you as one of our most valued customers.” Clearly list the exclusive benefits they get – e.g., “Use code VIP20 for 20% off anytime this year,” “Free upgrade to express shipping on all orders,” or “First access to new arrivals every month.” This email should exude appreciation and exclusivity. If possible, include a personal note from a high-up (owner/CEO) thanking them. Email 2: Exclusive Offer / Gift. Sometime later, send a surprise perk: “Just for our VIPs: enjoy this limited edition item” or “Here’s a $50 gift card as a thank you for your loyalty.” Even a simple freebie or heartfelt message can reinforce the VIP feeling. If you have a VIP community (like a VIP Facebook group or special newsletter), invite them now if you haven’t already. Email 3: Feedback or Engagement. Consider asking them for input: “As one of our best customers, your opinion matters – take this quick survey to help shape our new collection”. Or invite them to an exclusive event (online or offline). The idea is to deepen their involvement with the brand beyond transactions. |
Tips for VIP/Loyalty Flows:
Truly make them feel special. Use language like “elite, exclusive, insider, VIP” if it fits your brand voice. But also be genuine: name the customer tier (“Gold Member”) if you have it. The customer should feel they’ve unlocked something rare.
Don’t forget the basics: thank them. It’s surprising how often companies declare someone VIP but don’t actually say a genuine thank you. Explicitly say how grateful you are for their loyalty and that you couldn’t succeed without customers like them.
Leverage exclusivity. Give VIPs something others don’t get. It could be early access links (even just an hour early to a sale), or a permanent better discount. If you can’t afford much, even exclusive content or a “VIP hotline” email for support can work.
Monitor VIP engagement. These are your top customers – keep an eye if they start lapsing too. You might need a separate win-back specifically for lapsed VIPs with even bigger incentives, since their churn is most painful.
Integrate with offline if applicable. If you have a physical presence or events, mention VIP perks like “visit our store for a free personal shopping session” or “your VIP status is noted in-store too – just give your email or show this and enjoy free coffee while you shop.”
Keep promises. If you promise perks in the VIP email, ensure your systems apply them! E.g., if VIPs get free shipping, your website should recognise that. Nothing kills the VIP feeling faster than having to argue with customer service for the perks.
Birthday / Anniversary Flow
Who doesn’t like a birthday surprise or a celebration of milestones? Birthday and Anniversary Flows are time-based triggers that send customers a warm greeting (often with a gift or offer) on special dates related to them. This personal touch can delight customers and drive sales by tapping into a celebratory mood.
Trigger conditions:
Birthday Flow: Triggered by the customer’s date of birth (which you need to have collected, usually via account signup or a profile form). Ideally, you ask for birthday during signup or in a preference centre so you can use it.
Anniversary Flow: This could be the anniversary of when they joined your list or made their first purchase (e.g., “1 year since your first purchase”). Or it could even be anniversaries like wedding anniversary if you have that data for certain businesses (jewellery, etc.), but typically it’s brand-related anniversaries.
You may treat these as separate flows, but since the prompt said “Birthday/Anniversary Flow” together, we’ll consider any customer-specific annual milestone.
Email content:
For birthdays: The email is usually festive, wishing them a happy birthday and offering a birthday gift – commonly a special discount or freebie. For example: “Happy Birthday, [Name]! 🎉 As our gift to you, here’s a coupon for 20% off anything on our site this month.” The tone should be cheerful and celebratory, and it’s a nice touch to personalise with their name. Even if the offer is standard, framing it as a birthday gift makes it feel exclusive. Some brands include fun content like a birthday meme or a virtual cake image, etc., to make it more than just an offer email.
For anniversary: This might say “Happy Anniversary!” and reference what it’s the anniversary of – e.g., “It’s been 2 years since you joined [Brand]!” or “Happy 1st Anniversary since your first purchase with us.” Then similarly reward them: “To celebrate, here’s 500 bonus loyalty points” or “enjoy a special 15% off coupon good for this week.” If it’s a brand anniversary (like they subscribed a year ago), you might also take the opportunity to thank them for being part of your community for that time.
Both types should be positive and about appreciating the customer. Highlight the relationship: “We’re so glad you’re with us.”
Timing:
For birthdays, obviously on or a bit before the date. Some companies send at the start of the birthday month with a promo that lasts the month, others on the exact day with maybe a week to redeem the gift. A common approach: send 1–2 days before the birthday, so they have the offer in time to use it on their birthday (especially if you’re giving a free item, they might want to buy something for themselves as a treat). Or send early morning on the birthday. You can even do a small series: one on the birthday, and one a week later as a reminder if they haven’t used the offer (like “Your birthday gift is expiring soon!”).
For anniversary of joining: exactly 1 year (or X years to date) after their first purchase or signup. Usually a single email on that day suffices, or possibly a reminder if you gave a coupon that’s expiring. So usually 1 email, sometimes 2 emails (the second being a reminder to use the offer before it expires, if applicable).
Birthday/Anniversary Flow Summary:
Flow Type | Trigger Conditions | Recommended Email Count | Recommended Timing | Example Email Content / Purpose |
Birthday / Anniversary | - Birthday: Triggered on customer’s birth date (requires DOB on file). - Anniversary: Triggered on milestone dates like 1 year after sign-up or first purchase. | 1–2 emails (per occasion) | Birthday Email: On or a few days before the actual birthday (annually). Anniversary Email: On the exact sign-up/purchase anniversary date (annually). Optional second email: a reminder a few days after initial send if an offer is unused. | Birthday Email: Birthday Greeting & Gift. “Happy Birthday, [Name]! 🎂” with a warm message. Offer a birthday gift, e.g. “Enjoy $15 off any order this month” or “Here’s a special item on the house – use code BDAY at checkout.” Make it festive – include celebratory imagery or GIF. Emphasize this is to celebrate them. For instance: “It’s your special day, and we want to make it even sweeter!”. Anniversary Email: Milestone Celebration. “It’s been 1 year since you joined us – thank you!” Reminisce briefly: “One year ago, you made your first purchase of [Product]. We’re so happy to have had you as a customer since then.” Offer a token of appreciation like “Here’s 20% off your next order, good this week only” or invite them to a loyalty program if not already. If multiple years, you can say “Cheers to 2 years, here’s to many more!” and perhaps showcase how the brand has grown with them (or how their support matters). |
Tips for Birthday/Anniversary Emails:
If you don’t have the data, collect it! Encourage customers to fill out their profile with their birthday – perhaps by offering them something like “Tell us your birthday and we’ll send you a gift each year.” That opt-in exchange can gather the data you need.
Make the offer time-bound. For example, “Your birthday coupon is valid for 30 days” or “...until end of this month.” This creates urgency for them to come shop. Without an expiry, they might forget about it.
Personalise beyond name. If possible, include something like their age (if appropriate for your brand) or anniversary number: “Happy 5th Anniversary with [Brand]!” This shows it’s truly about them. (Of course, be mindful – sometimes age can be sensitive, so know your audience.)
Use celebratory language and design. These emails should feel like greeting cards, not marketing pitches. Emojis like 🎉 or 🎂 in the subject line often perform well (provided your brand voice allows emojis). A fun rhyme or pun (if it suits you) can make it stand out. Eg: “Hip Hip Hooray, it’s Your Day!” for a birthday subject.
Don’t mix salesy content. The focus is the customer’s day. So avoid cluttering it with generic “also check out our new collection” – unless it’s framed as part of their gift (“get early access because it’s your bday”). The point is to appreciate them, not overtly push sales (the sale will come naturally if they redeem a coupon).
Test sending a few days early. Some data suggests sending just before the birthday gets higher conversion (people plan their birthday shopping or outfits). Others like it on the day for the warm fuzzy feelings. See what works best by experimenting.
Product Education / Onboarding Flow
When a customer is new – whether new to your brand or the owner of a new product – a well-crafted Product Education or Onboarding Flow can turn confusion into satisfaction. This flow is about teaching the customer how to get the most value from what they signed up for or purchased. It’s especially useful if you sell products that benefit from explanation, tutorials, or a usage regimen (for example: complex electronics, skincare routines, supplements, B2B software onboarding, etc.). Even for simpler consumer products, an onboarding series can highlight features and uses the customer might not discover on their own.
Trigger conditions: There are two common triggers depending on context:
New Subscriber Onboarding: Triggered when someone subscribes (similar to a welcome flow, but focusing on educating about products/services rather than just welcoming). For example, a SaaS product or a service might have an onboarding email series after signup to guide the user.
Post-Purchase Product Onboarding: Triggered right after purchase of a specific product or category. For example, “Customer bought [Hair Care Kit]” triggers a series of “how to use your kit” emails.We can consider the ecommerce scenario where someone buys a product that has a learning curve. You’d trigger an onboarding flow for that product.
Email content: The content should be helpful, tutorial-like, and geared toward success. The tone: “We’re here to help you enjoy/achieve [result] with your new [product].”
Start with getting started basics: if the product needs setup, the first email might be “5 Tips to Get Started with Your [Product]” or a simple step-by-step guide. If no setup, maybe an overview of how others use it or basic tips.
Next, dive into specific features or best practices: For example, if it’s a kitchen appliance, one email could be recipes or creative uses for it. If it’s a fashion item, maybe styling tips. If it’s software, each email might highlight a key feature they should try.
Include videos or images if possible (like a link to a how-to video) – many people prefer visual guidance.
Pace the information so as not to overwhelm. Each email can focus on a theme or a part of the learning curve.
Also, encourage engagement: “Need help? Reply and our experts will assist” or “Join our user community forum” if applicable.
These emails generally avoid selling new stuff (at least initially) and focus purely on making sure the customer is happy and competent with what they have. However, towards the end of an onboarding series, you can cross-sell related accessories or an upgraded product once they’re fully onboard and if it makes sense (“Now that you’ve mastered the basics, did you know we offer X to enhance your experience?”). But the primary goal is education and satisfaction.
Timing: This can be a slightly longer series, depending on complexity. Maybe 3–5 emails over the first couple of weeks after signup/purchase.For instance:
Email 1: immediately or next day after purchase – “Welcome to [Product]! Here’s how to begin.”
Email 2: 2-3 days later – more tips or feature focus.
Email 3: 5-7 days later – deeper usage tips, perhaps user testimonials or common FAQs addressed.
Email 4: ~10-14 days later – advanced tips or invite them to share their experience/review now that they’ve been using it.
Email 5: (if doing) ~3-4 weeks later – checking in: “How’s it going? Hit any snags? Here’s resources / or share your success story / or maybe a cross-sell if appropriate.”
Adjust frequency to user tolerance; you want to support them, not annoy them. If this is triggered by subscription sign-up (like a newsletter intended to onboard about products in general), then it’s very much like a welcome series but focusing on product education and value props. InboxArmy described an onboarding flow as delivering value quickly by explaining features and providing guides.
Product Education/Onboarding Flow Summary:
Flow Type | Trigger Conditions | Recommended Email Count | Recommended Timing | Example Email Content / Purpose |
Product Education / Onboarding | - New user or new customer of a product. - Triggered by subscribe event or product purchase, where the product/service requires guidance. | 3–5 emails (depending on complexity) | Email 1: Immediately or Day 1 after sign-up/purchase (quick-start guide). Email 2: ~2–3 days later (tips & tricks). Email 3: ~1 week later (deeper dive, advanced features). Email 4: ~2 weeks later (optimization, getting even more value). Email 5: ~3–4 weeks later (check-in, invite feedback or refer/share). | Email 1: Welcome & Getting Started. “Hi [Name], welcome to [Product/Brand]!” If it’s a purchase, congratulate them on their purchase. Provide a quick start guide: e.g., “Unboxing your product – here’s what to do first.” or “Top 3 things to know to get started.” Keep it simple and encouraging so they feel confident right away. Email 2: How to Succeed / Next Steps. Share best practices or “pro tips.” For example, “Five ways to style your new jacket” or “3 recipes to try with your new blender,” or “Setting up [Feature] in your new software.” This helps them explore more aspects and feel the value. Possibly include a short tutorial video link or a help center link for more info. Email 3: Deep Dive / FAQ. Address common questions new users have: “Struggling with X? Here’s how to do it,” or “Understanding [Feature] in depth.” You might use this email to troubleshoot common issues or mistakes, effectively preempting dissatisfaction. Also, highlight any support resources (live chat, manuals, forums). Email 4: Encourage Engagement / Advanced Uses. Now that they’ve had it for a bit, showcase advanced uses or features they might not have tried. Inspire them with what’s possible: e.g., customer stories (“See how Jane achieved [result] with [Product]”) or creative use-cases. If relevant, invite them to share their own experience or join a user community (“Share your makeover using our makeup kit on Instagram with #OurBrandBeauty”). Email 5: Check-In & Feedback. A friendly check-in: “It’s been a month with [Product] – how are you doing?” Encourage them to reply with any feedback or questions (making it personal if possible). This can segue into a review request if appropriate (“We’d love to know how it’s helping you – feel free to leave a review”). You can also subtly mention complementary products if they’re likely ready (but frame it as enhancing their experience, not a hard sell). |
Tips for Product Education/Onboarding:
Focus on customer success. The mindset here is to make the user successful with what they bought or signed up for. If they succeed (their blender makes great smoothies, their software improves their productivity, their skincare yields results), they will be happy and likely come back for more. So prioritise content that helps them achieve those outcomes.
Use clear, jargon-free language. Since this guide is aimed at small business owners, let’s also note: when writing your onboarding emails, assume the customer might be totally new to your product or even your industry. Avoid internal jargon or technical terms without explanation. Keep it approachable – like you’re guiding a friend.
Interactive elements. If possible, include things like a quick “Did you know?” quiz or a single-question survey (“Is there something you’re unsure about? Tell us.”). This can increase engagement. For SaaS, sometimes they incorporate buttons that trigger in-app tours, etc.
Monitor engagement. If users aren’t opening these, maybe the frequency is too high or the content isn’t hitting the mark. You might add a condition to stop the flow if they haven’t opened the first X emails (no point in sending five if they ignore the first four – maybe try a different approach or channel for those people). Or conversely, if they completed a desired action early (say, they already set up their device fully by day 2), you might adapt later emails to not repeat instructions.
Keep emails visually clear. Step-by-step instructions with numbered lists, or short paragraphs with headings (“Tip 1: ...; Tip 2: ...”) can make info digestible. Remember, they might refer back to these as a mini-manual, so make them skimmable.
Don’t be afraid to link out to more resources. You don’t have to put every detail in the email. Link to a detailed FAQ, knowledge base, or a YouTube tutorial series if you have it. The email’s job is to guide and assure them that help is available.
End on an encouraging note. Each email should leave them feeling “I can do this” and excited to use the product. Cheer them on: “We can’t wait to see what you achieve!” A positive vibe keeps them engaged with your brand emotionally, not just transactionally.
Automated email flows might sound technical, but as we’ve seen, they’re really about mimicking the personalised touch you’d give each customer if you had the time to email them one by one. For a small business owner or an in-house marketing team, setting these up is like hiring a round-the-clock assistant who nurtures leads, thanks customers, and brings back business – all while you focus on other tasks. Start by implementing the core flows (welcome, cart abandonment, post-purchase) as these typically yield immediate gains. Then layer on additional flows that fit your business model (browse abandoners, win-back campaigns, etc.), using the tables and tips above as a blueprint.
Remember to monitor performance and tweak as needed:
Are people opening the emails? If not, experiment with subject lines.
Are they clicking through? If not, maybe the content or offers need adjustment.
Are you seeing an uptick in recovered carts or repeat purchases? If yes, great – build on it; if not, analyse where the drop-off is.
Finally, always keep the customer’s experience in mind. Put yourself in their shoes: receiving a well-timed helpful email feels like good service, whereas receiving a barrage of irrelevant emails feels like spam. Aim for the former by staying relevant, friendly, and value-driven in every automation.
By following this guide and tailoring each flow to your audience, you’ll create an email marketing machine that not only drives sales but also builds genuine customer loyalty.
Happy emailing – and here’s to seeing those engagement and revenue metrics climb!
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