Every Shopify store should run five core email flows: welcome, abandoned cart and checkout, browse abandonment, post-purchase, and replenishment or win-back. Together they typically drive the majority of email revenue, and they compound as your list grows.
The five flows
- Welcome: introduce the brand, the founder and the best sellers. 3 to 4 emails over a week.
- Abandoned cart and checkout: recover people who nearly bought.
- Browse abandonment: follow up on products people viewed.
- Post-purchase: how to use it, check in, ask for a review.
- Replenishment and win-back: remind customers when they're due to reorder, and bring back lapsed buyers.
What to build first
Welcome, then abandoned checkout, then post-purchase. Those three cover the biggest moments in the customer journey.
Measure revenue per recipient
Open rates are unreliable since privacy changes. Track revenue per recipient for each flow and improve the lowest.
How much revenue should email drive?
Well-run ecommerce email programs often drive 20 to 30% of store revenue. If yours is far below, flows are the first place to look.
Lifetime value calculator
Frequently asked questions
Which email flow makes the most money?
Usually abandoned checkout and welcome flows, because they reach people at the moment of highest intent.
How many emails should a welcome flow have?
Three to four over about a week is a solid starting point.
Do I need Klaviyo?
Klaviyo is popular with Shopify brands because of its ecommerce data, but the same flows can be built in Shopify Email or other platforms.
Written by Shimeez Bok, founder of Growth Alchemy, an ecommerce growth studio in Auckland, New Zealand.
