Email automation is the highest-ROAS channel most stores underuse. A well-built flow set typically delivers $5–$15 per subscriber over 90 days and accounts for 20–35% of total revenue — with near-zero ongoing media cost. Here's the checklist we install on every Shopify store we take on.
1. Welcome series (3 emails)
- Email 1 — immediately: the discount / lead magnet delivery + brand story.
- Email 2 — day 1: bestsellers and social proof (reviews, UGC).
- Email 3 — day 3: founder story or 'why we built this' to build affinity.
2. Abandoned cart (3 emails)
- Email 1 — 1 hour: 'You left something behind' + product image.
- Email 2 — 24 hours: review / social proof for the exact product.
- Email 3 — 72 hours: a small incentive (5–10%) to close.
3. Browse abandonment (1–2 emails)
Triggered for logged-in / identified browsers who viewed a product but didn't add to cart. Lower priority than cart abandon but consistently a top-5 revenue flow. Keep it to one email at 4–6 hours.
4. Post-purchase (2–3 emails)
- Email 1 — immediately: order confirmation + care instructions.
- Email 2 — day 7: review request + how-to-use content.
- Email 3 — day 21: cross-sell a complementary product.
5. Win-back (2 emails)
Target subscribers who haven't opened or purchased in 90+ days. Lead with a strong incentive and a clear 'we miss you' hook. This is where dormant lists turn back into revenue.
Before you launch a single campaign broadcast, make sure these five flows are live. They run 24/7 without you and compound for the life of the customer.
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