Simple Email Flows Every Shopify Store Needs (Even If You’re Just Starting Out)
Jessica ReynoldsIf you’re running a Shopify store, you’ve probably heard that email marketing is everything.
But when you’re wearing all the hats, setting up email flows can feel like one more thing on a never-ending to-do list.
The good news? You don’t need to be a marketing pro to get started. A few simple, automated flows can help you welcome new customers, recover abandoned carts, and build long-term loyalty—all while you sleep.
Here are the essential email flows every Shopify store needs (and how to set them up without the stress).
1. The Welcome Flow
Purpose: Make a great first impression and turn new subscribers into buyers.
What it is: A short series of emails triggered when someone joins your email list (usually via a popup or opt-in at checkout).
What to include:
- Email 1: A warm welcome and brand intro
- Email 2: Your bestsellers or top products
- Email 3: A limited-time discount or offer
- Email 4 (optional): Social proof or customer reviews
💡 Use a platform like Klaviyo (my fave for Shopify stores) to automate this flow easily.
2. Abandoned Cart Flow
Purpose: Bring shoppers back and recover lost sales.
What it is: A series of emails that go out when someone adds to cart but doesn’t check out.
What to include:
- Email 1 (1–2 hours after): A gentle reminder
- Email 2 (12–24 hours later): A product image + benefit-driven copy
- Email 3 (optional): A time-sensitive discount or free shipping offer
⏱️ Timing matters! Send the first email soon after cart abandonment while the product is still fresh in their mind.
3. Post-Purchase Flow
Purpose: Build trust, reduce buyer’s remorse, and encourage repeat purchases.
What it is: A series triggered after someone makes a purchase.
What to include:
- Email 1: Order confirmation with helpful info
- Email 2: Product tips or FAQs
- Email 3: A follow-up asking for a review or UGC
- Email 4 (optional): A product recommendation or cross-sell
🙌 Pro tip: Use this flow to reinforce your brand and surprise your customers with something extra—like a thank-you note or behind-the-scenes content.
4. Review Request Flow
Purpose: Collect social proof to boost future sales.
What it is: A short flow asking customers to leave a product review after delivery.
What to include:
- Email 1: A thank you and review request (timed ~7 days after delivery)
- Email 2 (optional): A reminder with an incentive (like a discount or entry into a giveaway)
💫 Shopify apps like Loox or Judge.me can automatically send review requests with your branding.
5. Win-Back Flow
Purpose: Re-engage customers who haven’t purchased in a while.
What it is: A flow that triggers after 60–90 days of inactivity.
What to include:
- A “We Miss You” message
- A personalized product suggestion
- A limited-time incentive to come back
💸 It's cheaper to retain customers than to find new ones—this flow keeps them in your orbit.
Bonus: Browse Abandonment Flow
Purpose: Nudge window-shoppers who didn’t add to cart.
What it is: A reminder triggered when someone browses but doesn’t take action.
What to include:
- Email with the product(s) they viewed
- Gentle messaging like “Still thinking it over?”
- Optional incentive or social proof
📈 These flows can recover a surprising amount of revenue over time with almost no manual effort.
Final Thoughts
You don’t need dozens of emails to start making money with email marketing—just a few well-timed, well-written flows that meet your customers where they are.
Focus on the customer journey, not just the sale. Show up in their inbox with value, warmth, and personality, and your emails won’t just be opened—they’ll convert.
Need help setting up your flows in Klaviyo? We’ve got you.
FAQs
What is an email flow in Shopify?
An email flow is an automated series of emails triggered by specific customer actions, like signing up, abandoning a cart, or making a purchase.
Do I need Klaviyo to set up email flows on Shopify?
Klaviyo is one of the best tools for Shopify email flows, but you can also use Shopify Email, Omnisend, or Mailchimp with the right setup.
How many emails should be in a welcome flow?
Start with 2–4 emails in your welcome flow. Introduce your brand, share bestsellers, offer a discount, and invite them to connect further.
Are email flows worth it for small Shopify stores?
Yes! Even basic email flows help automate marketing, increase conversions, and nurture customer relationships—without constant effort.
What’s the best time to send abandoned cart emails?
Send the first reminder within 1–2 hours, then follow up 12–24 hours later. Some stores also send a final email after 48 hours with a small incentive.
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