9 Ecommerce Email Flow Examples To Boost Sales And Customer Retention
Sending an email at the wrong time is like calling someone at 3 AM.
True—and it’s especially worse when the call isn’t even meant for you.
With robust ecommerce email workflows, you can spare your subscribers the inconvenience and frustration. You’ll be able to send the right message at the right time based on what customers do (or don’t do).
And its impact speaks for itself.
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Automated campaigns represent only 2% of email orders, but deliver 41% of all email orders for ecommerce brands.
Each email flow is designed to get customers to slide into action, but you need to find the best touchpoints to get them there. The nine ecommerce email flow examples in this blog post will show you how they work.
What is an Ecommerce Email Flow?
Ecommerce email flows refer to the series of emails your subscribers receive based on their actions, behaviors, or milestones.
Each email is designed to help trickle them through different touchpoints, guiding them from initial awareness to conversion—even customer loyalty if you play your cards right.
Designing an email workflow is like setting up a “choose-your-own-adventure” for your subscribers within your campaigns.
You’re creating an interactive, personalized customer experience where each subscriber’s actions, like subscribing to a newsletter, abandoning a cart, or making a purchase, trigger specific emails tailored to their unique customer journey.
You’ll see more of the importance of ecommerce email flows in action as we go through these touchpoints below.
9 Essential Ecommerce Email Flows You Should Set Up
The more flows you set up, the more opportunities you have to connect with customers and drive sales.
Here are 9 email flows that can help maximize your ecommerce store’s revenue and engagement.
1. Welcome email flow
A welcome email flow is the initial touchpoint after new web visitors or first-time shoppers subscribe to your email list.
Brands with welcome flows see an average revenue of $2.65 per recipient.
Garin Hobbes, Inbox Army martech expert, offers some advice on writing a welcome series.
Customers value simple, genuine guidance more than sales pitches.
Here’s an example of a well-designed welcome email from Bombas:
Why this email example works in a welcome flow:
- Bombas welcomes new subscribers with a warm, friendly tone and an enticing offer—20% off their first order.
- The brand follows an intuitive layout with broad, clickable product categories to help shoppers find items that pique their interest. No cluttered random product offers.
- To reinforce their USP, they weave their “one purchased = one donated” slogan into the welcome email.
- There’s also a clear invitation to reach out if you have any questions before sealing the deal.
This simple introduction to the brand isn’t overwhelming. It's not about pushing a sale and brandishing specific products.
Aim for 3-4 well-timed messages in your welcome flow, so you don’t try to pack as much information about your brand in a single one.
2. Browse abandonment flow
Browse abandonment emails target potential customers who visited your site but left without showing further interest.
These emails can recover $1.07 revenue per recipient. While that figure may seem modest, the right browse abandonment flow could reportedly help brands pull in as much as $7.21 per recipient.
If you need inspiration, here’s how boutique wine retailer Sometimes Always prompts interested shoppers to pick up where they left off:
Why this email example works in a browse abandonment flow:
- It feels personal and compliments the shopper’s taste—who doesn’t love a little flattery?
- There’s a sense of urgency. The brand informs the customer that the browsed products are in limited quantities and might sell out soon.
Capitalizing on the customer’s existing interest in your products is a must when designing this flow.
After the initial nudge, you can build on their interest using psychological triggers like low inventory alerts, or include social proof with customer reviews to motivate your leads to follow through.
3. Abandoned cart flow
You know how it goes: Many consumers—myself included—second-guess their purchases and abandon their shopping carts.
Sending cart abandonment emails can help you re-capture this lost interest and urge shoppers to finish what they started.
They’re also quite effective. Cart abandonment campaigns are considered the highest-grossing flow type, earning brands an average of $4 per recipient, but as high as $24.16.
Beauty brand Vegamour’s approach exemplifies how this flow can inspire wayward shoppers to come back and complete the purchase:
Why this email example works in a cart abandonment flow:
- This abandoned cart email’s straightforward subject line and bold headline—“Hurry, Take 20% Off Now”—immediately grab attention. Throwing in a 20% discount code motivates unsure shoppers to take action.
- Vegamour also specifies what’s in the cart with a prominent call-to-action and a checkout button right underneath for easy access.
Cart abandonment flows work better than one-and-done emails, but you have to look at how much value your shopper’s cart has.
Many email marketing professionals agree that cart value impacts whether a single follow-up email suffices.
In this Email Geeks interview, Chad S. White, the head of research at Oracle Digital Experience Agency, described:
If I put a $1 item in my shopping cart, is that worthy of a cart abandonment email?
Probably not in my book…
However, if I were to put a thousand dollars worth of merchandise in my cart and abandoned that, that’s probably not a single card abandonment email.
Automate and tailor your abandoned cart flow with cart abandonment software like Recart. It’ll help you set up triggers based on repeat visits, product scarcity, or cart value.
4. Post-purchase flow
Post-purchase flow solidifies your customer’s positive experience with your brand.
Sending the right message after a transaction can foster customer retention and encourage repeat purchases
Check out how London-based fashion brand Saint + Sofia styles their post-purchase email:
Why this email example works in a post-purchase flow:
- This order confirmation email is complete with a quick thanks, order summary, delivery address confirmation, and a heads-up that the tracking number will be sent soon.
- To keep the brand experience going, they throw in a curated montage of related fashion pieces and outfit ideas.
Saint + Sofia subtly nurtures customer relationships through this post-purchase email. It isn’t sales-heavy and doesn’t push for a second purchase immediately.
Magnet Monster CEO Adam Kitchen reaffirmed this strategy in a Klaviyo interview:
Most brands see the biggest drop-off from first to second purchase, normally because they bombard the user with a high frequency of emails.
They churn before you’re able to convey value to them.
Designing a positive post-purchase email flow sets the foundation for loyal, repeat customers who find value in your brand.
5. Replenishment flow
An automated replenishment flow nudges customers to reorder their consumable products before they run out.
It’s a staple among subscription businesses due to their subscribers’ predictable consumption patterns.
The beauty of this flow is that you’re not throwing a discount coupon at them. You’ve simply raised their need for your product.
Here’s an example from pet supply brand Chewy on how to keep your email helpful, not sales-y:
Why this email example works in a replenishment flow:
- All your go-to favorites are laid out neatly with easy “Shop Now” buttons. It makes the whole thing feel more thoughtful.
- Autoship perks like 5-10% discounts and free shipping over $49 make it hard to resist for those who plan to stock up soon.
Time your reminder well based on past purchase habits, so your loyal customers don't have to search for an alternative.
CRM tools like HubSpot can help you track purchase history, frequency, and preferences. Use this priceless data to send a reminder a few days before they run out.
6. Cross-sell and upsell flow
Cross-sell and upsell flows leverage product recommendations to suggest complementary or upgraded items to shoppers. They target customers right when they’re in a buying mindset—either post-purchase or while they’re browsing.
Sales teams report that 72% of their revenue comes from cross-selling and upselling.
Borrow this clever trick from big brands like Adidas. Here’s how they keep customers browsing and walking away with a full cart:
Why this email example works in a cross-sell and upsell flow:
- The “C_MPL_TE Y_UR _OOK” sale banner is a clever, attention-grabbing touch. It suggests that something’s missing—creating a psychological urge to shop the full outfit.
- The recommended fashion items aren’t a random upsell but are personalized to the customer’s recent order. The pieces actually go together for a perfect ensemble (pretty neat).
Since too many recommendations can feel spammy, it’s best to stick to a few complementary bundles or add-ons.
The narrower and more targeted your recommendations, the more on-point they’ll be.
7. Winback email flow
A winback email sequence is designed to re-engage customers who’ve fallen by the wayside.
Maybe they made one purchase and never came back… Or they used to be regulars but have gone dormant.
The sweet spot for sending these emails is 31-60 days after their last purchase. In terms of designing them, here's a creative inspo from chocolate supplement brand Sourse:
Why this email example works in a winback flow:
- “We'll give you 25% off to open this email 🤑.” The irresistible discount and playful emoji in this subject pique curiosity, urging subscribers to click through.
- The options to shop, reach out to the brand, and view FAQs give readers plenty of ways to deepen the interaction.
This flow is where you remind past customers why they loved your brand in the first place.
Keep it natural and genuine to avoid pushing them further away. You could also use the customer’s name for a friendlier, more personalized check-in.
8. Special event flow
Special event flow celebrates milestones like customer birthdays, brand anniversaries, and new product launches with limited-time special offers.
Athleisure and loungewear brand Recess makes customers feel appreciated on their birthday using this flow:
Why this email example works in a special event flow:
- No extra fluff. The email focuses on you, the customer, and your special day.
- All the little touches—the gift framing, the “Treat Yourself” CTA, the sign-off—make it feel like a thoughtful note from a friend rather than a sales pitch.
For birthdays, a single celebratory email with a personalized offer or gift feels more impactful than a multi-email flow.
However, sales, anniversaries, or product launches could use a little more momentum.
Let your customers know something big is coming with pre-event teasers, and boost participation with mid-event reminders the day before or during the event.
9. Back-in-stock flow
Triggered by stock availability, back-in-stock flow alerts customers that the item they wanted is back on the shelves (virtual or otherwise).
It boasts a high 65.32% open rate and can help rebuild your relationship with disappointed out-of-stock customers.
Take a cue from Courtside’s back-in-stock email for their coconut water-based beverages:
Why this email example works in a back-in-stock flow:
- The “WE’RE BACK” headline leaves no space for confusion, so customers know exactly what the email is about.
- While the item restock isn’t limited to a specific quantity, the week-long 15% discount offers can push interested shoppers to act fast.
Discounts help strengthen back-in-stocks by shifting a shopper’s buying intent from getting what they wanted to get it while it’s discounted.
Like Courtside, limit the incentive within a specific time frame to create urgency. Include 1-2 more follow-up emails in your email workflow before the offer expires.
We’ve covered how these email flows are triggered by specific touchpoints. Now, setting them up and optimizing is all that’s left to learn.
7 Advanced Strategies for Optimizing Email Flows
You already have an idea of the best email flows you can set up for your brand, but how do you make the most out of them?
Here are some top tips, along with ecommerce marketing tool recommendations, to make sure your email flows make waves with every send.
1. Use the best email marketing tools for your business
Email marketing software is your lifeline for creating email flows because you need robust automation features to run a tight ship.
Email marketing automation handles repetitive tasks and bakes personalization right into your strategy—without getting your hands dirty. You save time and resources while boosting your email campaigns.
Here’s a brilliant example:
Happy Socks uses email marketing platform Mailchimp to design country-specific welcome emails and a three-part first purchase email flow that attracts high engagement rates:
- A thank-you email
- A brand-building email, with a product category highlight
- A promotional email, with 20% off to seal the second deal.
These emails receive a 20% open rate and a 50% higher-than-average click rate. You don't need to use one ecommerce marketing tool exclusively.
Cafely, a specialty coffee brand, relies on both Mailchimp and cart abandonment software Privy to get their email flows in order.
Mailchimp is perfect for its automation features, which allow us to create detailed email flows based on customer behavior.
And then Privy works behind the scenes to help us capture leads effectively on our website.
Combining strengths across platforms prevents gaps in your strategy, but so does find the right email marketing software.
Consider these top-performing platforms:
2. Segment your audience for better personalization
Audience segmentation is necessary for breaking down your contact list into more specific groups so you’re not blasting them with the wrong message.
Just think about it: As a returning customer, which is more likely to get your attention—emails promising exclusive access or brand story emails?
Likely, you picked the former because the latter is better suited to new subscribers.
This differentiation requires a good understanding of behavioral data (e.g., past purchases), psychographic insights (e.g., customer interests), demographic data (e.g., age), and geographic information (e.g., location).
Email marketing solutions and CRM tools can work together to help you collect and organize relevant customer information and level up your segmentation strategies.
Here are some of the leading CRM software in the market:
3. Use dynamic content to personalize each email
Want to keep your email flows current and hyper-personalized without lifting a finger?
Dynamic content is at the heart of the solution. It’s built on top of your segmentation strategy, adapting to your subscriber’s actions, behavior, and other factors.
For example, Ad Hoc Atelier uses Klaviyo’s dynamic content functionality to leverage critical customer information, like engagement level, product views, and previous purchases in their newsletters.
With the email marketing tool, the slow fashion brand’s different audience segments receive unique product recommendations depending on their behavior, making every email a personalized one.
Here are more examples:
- Send product recommendation emails highlighting similar items or complementary items based on browsing history.
Ex: “You might like this hydrating mask” (sent to shopper who recently viewed moisturizing creams)
- Send region-specific emails with event information or weather-appropriate product suggestions.
Ex: “Wrap yourself up in these fabulous yet comfy coats” (targeted at subscribers in regions experiencing winter temperatures).
- Send upsell or next-purchase perks to encourage repeat purchases.
Ex: “We notice you’re loving our coffee—here’s 15% off your next order!
Apart from messaging, design elements can also be dynamic.
You can customize your hero image to display your subscriber’s favorite product category.
Let's say you run a jewelry brand:
Bilbo Baggins, who always buys rings, sees a hero image in the newsletter featuring your latest ring collection, while Jack Sparrow, a bracelet enthusiast, sees a banner showcasing your newest bracelets.
With dynamic content, you can show your subscribers what they need before they even realize they need it.
4. Add social proof and user-generated content to build trust
I never buy products off the internet without checking online reviews of brands and products—you probably don’t either.
But a buyer’s reconnaissance can be long and tedious.
When you display social proof and user-generated content (UGC) in your email flows, you speed up your customers’ pre-purchase deep dive so they lock in their orders right away.
Here are some ideas:
- Customer reviews like ratings, testimonials, or detailed product feedback:
- Social media mentions like tweets or tagged Instagram photos of your products.
- Expert or influencer endorsements like quotes from famous personalities or publications:
These elements provide little glimpses into your brand that can address any roadblock that prevents interested customers from clicking that “Buy Now” button.
That’s why they’re invaluable in email workflows like abandoned cart and browse abandonment flows, where drop-offs usually take place.
To collect these assets, your post-purchase email flow is a good place to start.
Add a survey form or a feedback request to your series, and throw in an incentive to get them to participate, as Graza does:
Outside of ecommerce email marketing, you can also hold a UGC contest on your social media platforms, encouraging shoppers to share videos and photos of your products.
Make it worth their while by giving away freebies as incentives.
5. Tap into predictive analytics for optimal timing and recommendations
Just when you thought email marketing couldn’t get any easier with automated flows, predictive analytics takes it to the next level.
This technology analyzes your subscriber behavior and forecasts outcomes, so you can hone messaging, timing, and personalization, to grab and maintain their attention.
Here’s an example:
Australian ecommerce brand Oh Crap used ActiveCampaign to send replenishment emails precisely when customers were likely to run out of their compostable dog poop bags, making reordering effortless.
They also used predictive sending to time emails when customers were most likely to open them. These thoughtful tweaks to their automated flows have helped them achieve an unsubscribe rate of less than 1%.
ActiveCampaign also has predictive content built into its email editor.
This add-on enables you to craft multiple message variations, so you can uncover the most effective version faster than ever.
Other email marketing software with powerful predictive analytics capabilities include Klaviyo, Hubspot, and Mailchimp, and Marketo.
With these additional perks, predictive analytics can make your flows more smooth-sailing, leaving you more time to scale your business.
6. A/B test your email flows to improve metrics
Brands that consistently split test every email see a 37% higher ROI than those that skipped this essential step.
Jump on this winning strategy and test the following email elements before setting your flows in motion:
- Messaging
- Send times
- Subject lines
- Calls-to-action (CTAs)
- Images (like product photos)
- Content placement
- Email length
- Tone of voice
Many email marketing platforms are often outfitted with A/B testing capabilities to support this critical optimization process.
This is why it’s important to include the right digital marketing software in your ecommerce tech stack.
Based on our reviews, Campaigner, Keap, and Constant Contact truly excel in this department.
Alongside A/B testing, it’s essential to track the right metrics to measure how your email flows are doing. Here are some key metrics and their role in your workflows:
- Conversion rate: Measures how many subscribers complete your desired action.
- Open rate: Indicates the effectiveness of your subject lines.
- Click-through rate: Identifies how effective the content and call-to-action are.
- Unsubscribe rate: Monitors audience satisfaction.
- Bounce rate: Determines email list health and email deliverability.
Your marketing dashboard can be a powerful tool for keeping these metrics in check and fine-tuning your email flows.
7. Integrate SMS marketing to boost engagement
Text marketing offers higher open and click-through rates than other marketing channels, according to 53.5% of surveyed marketers.
Since the majority of mobile phone users check their emails on their handheld devices, it’s not surprising to know they check their SMS even more frequently.
Adding it to your automated email strategy is like adding rocket fuel to your flows.
SMS works particularly well in urgent flows, like abandoned cart series, winback sequences, and time-limited promos, because it allows you to connect with customers almost instantly.
Case in point: B-Wear Sportswear
The ecommerce brand uses Omnisend for email marketing but have also embraced the platform’s SMS capabilities to enhance their promotions and cart abandonment flows.
Despite having 11 times more email subscribers than SMS subscribers, their SMS campaigns generated enough sales in six months to cover two years’ worth of Omnisend subscription fees.
When you’re competing for customer attention, every second matters. Combine the immediacy of SMS with the depth of email for a more integrated ecommerce marketing strategy.
Top 3 Mistakes to Avoid in Ecommerce Email Flows
Optimizing email flows is one thing. Steering clear of potential blunders is another. Don’t let these missteps sink your email flow strategy:
1. Too many or too few emails
Too many emails, you might get sent to the SPAM folder where messages go to die.
But, too few, your messages may get lost in the avalanche of emails. After all, email users receive an average of 80.6% emails a day.
The quick fix: Strike the balance through A/B tests to figure out how many emails your workflow needs.
You can also refer to these guidelines from Brandon Amoroso, Founder of Electriq:
- Welcome: Five emails or more
- Browse abandonment: 1–2 emails
- Abandoned cart: 1–2 emails
- Post-purchase: 2–4 emails
- Replenishment: 2–3 emails
- Winback: 2–3 emails
2. Neglecting mobile optimization
When I check my emails in the morning, I don’t do it on my laptop or desktop. I grab my phone. Apparently, I’m not alone because 50% to 60% of people also do the same.
You need your emails to be readable and attractive when your target customers view them on smaller screens.
The quick fix:
Use mobile-friendly email templates. Email marketing software solutions like Mailchimp, Constant Contact, and Omnisend have plenty of them that you can tweak to fit your brand.
3. Letting content get stuck in a rut
Automation and well-segmented lists can only get you so far.
Email content becomes stale, which will sink your email flow strategies. You need to update them regularly to keep your subscribers engaged.
The quick fix:
Use dynamic content to adapt to your customers’ behaviors and preferences. Then, measure your metrics and implement changes to key email elements like subject lines, visuals, and CTAs based on A/B test results.
Let Subscribes Flow in the Right Direction
There are 9 essential email flows you need to implement and optimize for best results. Each flow addresses different touchpoints, with every email designed to build on the one before.
With the right strategies and email marketing software, you can keep these flows going and watch your campaigns thrive.
If you're looking for more ways to boost your ecommerce success, check out these marketing-related resources:
- 20 Best Marketing Automation Software for Ecommerce Brands in 2025
- 26 Types Of Marketing Software And What They Do
- Omnichannel Marketing Strategy For Beginners & Useful Tools
- Ecommerce Marketing Tips: 13 Proven Strategies to Increase Sales & Reach
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Ecommerce Email Flows FAQs
I’ve gathered answers to some of the most common ecommerce email flow questions. Getting these insights will help improve your strategy.
How many email flows should an ecommerce business have?
Having the first four email flows—welcome, browse abandonment, abandoned cart, and post-purchase—is can fortify your email marketing strategy. But note that more flows mean more opportunities to engage customers at every point. Implement more as your business grows.
How do I set up an abandoned cart email flow?
First, you’ll need to track customer data to see when someone adds items but doesn’t complete their purchase. You can either DIY the flow or use pre-built email templates from your email marketing platform.
Then, personalize the message, offer a little incentive, and make it easy for them to finish their checkout. A/B test these elements to see what works best for your audience.
What’s the difference between email flows and drip marketing campaigns?
Email flows are automated dynamic emails based on customer actions and behaviors like signing up or abandoning their cart. Meanwhile, drip campaigns are a steady, pre-determined stream of emails that “drip out” over time.
If you need immediate action, go with email flows. But invest in drip campaigns for long-term engagement.
