Email marketing flows are automated sequences of emails sent to subscribers after they take a specific action on your website or within your funnel. Unlike broadcast campaigns (one-time emails sent to your entire list), flows are always working in the background, triggered by real-time customer behaviors.
Think of flows as your 24/7 sales and relationship-building assistants — guiding subscribers, answering objections, and driving conversions automatically. In fact, flows generate up to 30x more revenue per recipient (RPR) than one-off campaigns, according to Klaviyo’s email benchmarks report.
What actions can trigger an email flow?
Flows are activated by a variety of customer activities, including:
- Signing up for your email list (pop-up or content download)
- Checking out the site but not making a purchase
- Browsing a product or specific category
- Adding items to the cart but not completing the purchase
- Starting checkout but abandoning before completing
- Completing a purchase
- Becoming inactive over time
Each of these triggers can initiate a highly tailored series of emails designed to move the subscriber closer to purchase or deepen their loyalty.
Benefits of Email Flows
Always-on revenue machine
Email flows run automatically, meaning you capture opportunities 24/7 without manual effort. They target people when interest is highest, leading to dramatically better conversion rates.
Personalized experiences
Because flows respond to specific behaviors, they feel highly relevant. This builds trust and increases engagement.
Huge share of email revenue
For most ecommerce brands, flows account for 30-50% or more of total email revenue, despite often representing fewer sends than campaigns. They’re one of the highest ROI parts of any email program.
Lower customer acquisition costs
By recovering abandonments and nurturing customers post-purchase, flows help you get more value from your existing traffic — reducing your dependence on costly ads.
Why use flows?
Flows ensure that no matter where a customer is in their journey, they’re getting the right message at the right time. Without them, you leave money on the table — missing out on sales from people who were already interested but needed a nudge.
Essential Types of Flows
Here’s a breakdown of the most impactful automated flows for ecommerce:
1. Welcome
Triggered when someone joins your list and encourages them to make their first purchase..
- Sets expectations, introduces your brand story, and often includes a first-purchase incentive (discount).
- Crucial for turning subscribers into first-time buyers.
2. Site Abandonment
Goal: To engage visitors who signed up to your email list but left without browsing the site or adding anything to their cart.
- Re-engages general browsers and encourages them to explore.
3. Browse Abandonment
Goal: Re-engage customers based on browsing behavior.
Not every shopper who shows intent adds items to their cart. Browse abandonment flows let you capitalize on interest before it fades.
4. Cart/Checkout Abandonment
Goal: Recover potentially lost sales.
Reminds customers what they left behind, often paired with urgency or discount incentives to complete purchase.
5. Post-Purchase
Goal: Increase customer lifetime value through upsells and cross-sells.
The sale isn’t the end of the journey — it’s the beginning of loyalty. Post-purchase flows are critical for nurturing customers beyond their first order.
6. Sunset
Goal: Win back inactive customers while maintaining list hygiene and deliverability.
Not all subscribers stay engaged forever, but you can re-awaken many before suppressing them.
7. VIP Customers
Goal: Strengthen relationships with your most valuable customers.
Your best customers deserve the best treatment. Recognizing and rewarding them builds loyalty and advocacy.
8. Winback
Goal: Win back inactive customers.
Customer churn happens, but with smart win-back campaigns, you can re-spark connections.
9. Birthday
Goal: Build emotional connections through celebration.
Few things feel more personal than a birthday message — especially one that comes with a thoughtful perk.
10. Seasonal & Holiday
Goal: Align promotions with seasons, weather, and regional holidays.
Seasonality is a powerful driver of purchases, but success depends on smart timing and localization.
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