Most Shopify store owners send campaigns…
But the real money comes from email flows.
Email flows are automated emails that trigger based on customer behavior. Once set up, they run in the background and generate sales without daily work.
If you want predictable revenue, these are the must-have email flows for every Shopify store.
What Are Email Flows in Shopify Email Marketing?
Email flows are automated sequences sent when a customer takes an action, such as:
- Signing up
- Abandoning a cart
- Making a purchase
- Becoming inactive
- Flows are personal, timely, and highly effective.
1. Welcome Flow (Most Important)
This is the first impression of your brand.
Triggered when:
- Someone joins your email list
What it includes:
- Welcome message
- Brand story
- Discount or incentive
- Best-selling products
Why it matters:
Welcome emails have the highest open rates and often generate the first sale.
2. Abandoned Cart Flow
This flow recovers lost money.
Triggered when:
- Customer adds product to cart but doesn’t checkout
Best practice:
- 2–3 emails
- Reminder + urgency
- Social proof
- Optional incentive
Why it matters:
Can recover 20–30% of abandoned carts.
3. Browse Abandonment Flow
Many visitors don’t add to cart—but they are interested.
Triggered when:
- Customer views products but leaves
Why it matters:
Keeps your brand top of mind and warms cold traffic.
4. Post-Purchase Flow
This is where trust is built.
Triggered when:
- Customer completes a purchase
Includes:
- Thank you email
- How to use the product
- Care tips
- Cross-sell or upsell
- Review request
Why it matters:
Increases repeat purchases and reduces refunds.
5. Winback / Re-Engagement Flow
Not every customer will return on their own.
Triggered when:
- Customer hasn’t purchased in 30–60 days
Strategy:
- Gentle reminder
- New arrivals
- Limited-time offer
Why it matters:
It’s cheaper to win back old customers than get new ones.
6. Review Request Flow
Social proof drives conversions.
Triggered when:
- Order delivered + few days passed
- Why it matters:
More reviews = more trust = more sales. - Which Email Flow Generates the Most Revenue?
- For most Shopify stores:
- Abandoned Cart
- Welcome Flow
- Post-Purchase
- Winback
- Together, these flows can generate the majority of email revenue.
How Many Flows Does a New Store Need?
Start with:
- Welcome
- Abandoned Cart
- Post-Purchase
- Then add advanced flows as your store grows.
Common Flow Mistakes Shopify Stores Make
- Too many emails
- Poor timing
- Generic copy
- No segmentation
- Over-discounting
- Good flows feel helpful, not pushy.
Should You Customize Flows or Use Templates?
- Templates are fine—but customization is what makes them convert.
- Your brand voice, product type, and audience matter.
Want High-Converting Email Flows for Your Shopify Store?
If you want:
- Proven flow structure
- Conversion-focused copy
- Klaviyo setup done professionally
- Automation that generates revenue
