7 Email & SMS Flows Every E-Commerce Store Needs

Ads bring customers in. Email and SMS bring them back. Automated flows run 24/7 and are often one of the highest-ROI investments a store can make. Here are the seven flows we set up first.

1. Welcome series

Triggered when someone subscribes. Introduce your brand, share your story and best-sellers, and deliver any sign-up incentive. This is often the highest-engaged email you'll ever send.

2. Browse abandonment

For subscribers who viewed products but didn't add to cart. A gentle reminder with the products they viewed and social proof.

3. Abandoned cart

For shoppers who added to cart but didn't check out. Send a reminder within a few hours, then follow up with reviews, FAQs or a small incentive.

4. Abandoned checkout

For shoppers who started checkout. These are the warmest leads — address shipping, payment and trust concerns directly.

5. Post-purchase

Thank customers, set delivery expectations, explain how to use the product, and ask for a review once they've had time to try it.

6. Win-back

For customers who haven't purchased in a while. Remind them what they loved, show what's new, and consider an incentive.

7. Replenishment / cross-sell

For consumables, remind customers when they're likely running out. For other products, recommend complementary items.

Compliance matters

Collect clear consent and follow the rules in each market — for example CAN-SPAM in the US, UK GDPR/PECR in the UK, CASL in Canada and the Spam Act in Australia. Always include easy unsubscribe options.

Make it look like your brand

Use branded templates, real product photography and a consistent voice so emails feel like a natural part of the customer experience.

Want these flows set up for your store? Talk to our team.