Email's Dirty Secret: 80% of Revenue Comes from 5 Flows
Most e-commerce brands send newsletters and maybe a basic welcome series. They're leaving enormous revenue on the table. The brands winning with email have sophisticated automation flows running 24/7, generating revenue while the team sleeps.
Flow 1: The Welcome Series (Days 0-7)
A 4-email welcome sequence is your highest-converting automation. Email 1 (immediate): deliver the promised incentive + brand story. Email 2 (Day 2): highlight your bestsellers. Email 3 (Day 4): address common objections and share social proof. Email 4 (Day 7): urgency email with a first-purchase offer deadline.
Benchmark performance: 45% average open rate, 12% conversion rate on the series.
Flow 2: Abandoned Cart Recovery (Triggered)
A 3-email sequence sent at 1 hour, 24 hours, and 72 hours after cart abandonment. The third email should include social proof and a small incentive. This single flow typically recovers 8-15% of abandoned carts.
Flow 3: Browse Abandonment (Triggered)
Triggered when a subscriber views a product but doesn't add to cart. Send 2 emails: first with the viewed product and complementary recommendations, second with social proof for that specific product. Generates 3-5% click-to-purchase rate.
Flow 4: Post-Purchase Series (Days 0-30)
Turn one-time buyers into repeat customers. Day 1: order confirmation + next steps. Day 3: tutorial or usage tips. Day 7: referral incentive. Day 21: request a review. Day 30: replenishment or cross-sell offer.
Flow 5: Win-Back Campaign (90-180 Day Lapse)
Automatically target subscribers who haven't purchased in 90-180 days with a 3-email re-engagement sequence. Include a compelling offer. If they don't engage after 3 emails, suppress them from future campaigns to protect deliverability.