Newsletters are a chore: someone has to write one, every week, forever. Flows are different. You set them up once and they run automatically, sending the right email to the right person at the moment it is useful. For most online stores, five flows produce more revenue than every newsletter combined. Here they are.
1. Welcome
Triggered when: someone subscribes or creates an account.
What it does: introduces the brand, sets expectations, and often delivers a first-order incentive if you offer one.
A simple version: Email one, immediately: thanks, here is what we do and why, here is your welcome offer if any. Email two, two days later: your most popular products or a guide to choosing. Email three, a week later: your story, your reviews, and a nudge to buy.
Welcome emails get the highest open rates you will ever see, because the person just asked to hear from you. Do not waste them on a bare discount code.
2. Abandoned basket
Triggered when: someone adds to basket, starts checkout and leaves.
What it does: reminds them, answers the doubt that stopped them, and sometimes offers a small incentive.
A simple version: Email one, one hour later: you left these, here they are, delivery is free over £X. Email two, next day: reviews of the items, returns policy, a question answered. Email three, day three, optional: a modest incentive, once, with an end date.
This is the single most profitable flow for most stores. Our guide on reducing cart abandonment covers the checkout fixes that make it even more effective.
3. Post-purchase
Triggered when: an order is placed.
What it does: reassures, informs and sets up the next purchase. Separate from the transactional order and shipping emails, which your store sends anyway.
A simple version: Email one, after dispatch: what to expect, how to use or care for the product. Email two, after delivery: tips, related products, how to get help. Email three, a few weeks later: the review request (see below) or a complementary product.
Customers who have just bought are the most likely to buy again. This flow is where repeat business starts.
4. Win-back
Triggered when: a customer has not bought for a period that is long for your business, say 90 or 180 days.
What it does: reminds them you exist, shows what is new, and offers a reason to return.
A simple version: Email one: we have missed you, here is what is new. Email two, a week later: a reason to come back, whether an offer, a new range or a reminder of why they bought before. If neither works, stop. Emailing people who have left is how you get marked as spam.
5. Review request
Triggered when: enough time has passed after delivery for the customer to have an opinion.
What it does: asks for a review, with a direct link, and makes it easy.
A simple version: one email, timed to the product (a week for most goods, longer for anything that takes time to judge), with one clear link. Route happy customers to the public review, and give unhappy ones a way to contact you first. Reviews feed your product pages and your Google Business Profile.
Setting them up
Choose an email platform that connects natively to your store. Build each flow with two or three emails, plain language, your own tone, mobile-friendly layouts, and a single clear action per email. Switch on one flow at a time, watch it for a fortnight, adjust, then the next.
Measuring
Each flow reports opens, clicks and revenue. Watch revenue per recipient rather than open rates. Review quarterly: are the timings right, is the incentive necessary, are people unsubscribing at a particular email? Small adjustments compound.
The rules
Marketing email in the UK needs consent or a valid soft opt-in, an easy unsubscribe in every message, and your business details. Keep it honest and restrained and you will not go wrong. Our UK GDPR checklist covers the wider obligations.
We set up email platforms and flows as part of eCommerce and marketing work, including the tone of voice. Read about our digital marketing service or request a quote.
Key takeaways
- Automated email flows send the right message at the right moment without anyone pressing send.
- Five flows cover most of the value: welcome, abandoned basket, post-purchase, win-back and review request.
- Set them up once, check them quarterly, and they work every day.
- Keep each flow short, useful and honest. Three emails is usually plenty.
Frequently asked questions
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