Thread by @ecomchasedimond

Flows are the highest-converting emails your brand will ever send.

Yet most brands are barely scratching the surface.

Here are 8 flows you need to be sending:

BOOKMARK THIS.

1. Welcome Flow:

Goal: Convert new subscribers into first-time customers

Tips:

- Send the first email immediately
- Start with your strongest product and top 3 benefits
- Place the offer before the first scroll ends
- Use emails 2 and 3 to answer objections and show proof

And here's a subject line you can test:

"Your 15% off code + why 34,238 people love us"

2. Abandoned Checkout Flow:

Goal: Recover high-intent customers who started checkout

Tips:

- Trigger 30 to 60 minutes after checkout is abandoned
- Include product image, price, and a clear CTA
- Keep copy short and human
- Use 2 to 3 follow-ups with increasing urgency

Email "Design" Tip:

Start with a plain-text email from a team member.
It often converts better than "branded" templates.

3. Abandoned Cart Flow:

Goal: Recover shoppers who added to cart but didn’t start checkout

Tips:

- Trigger 1 to 2 hours after cart event
- Focus the first email on product benefits, not just discounts
- Add urgency or an incentive in follow-ups
- Use bold images and a simple CTA

Copywriting Tip:

Use “Return to Your Cart” as your CTA. It consistently outperforms generic buttons like “Shop Now.”

4. Browse Abandonment Flow:

Goal: Re-engage visitors who viewed products but didn’t add to cart

Tips:

- Trigger within 1 to 2 hours of the session
- Include personalized product blocks
- Avoid stuffing too many offers in the first email
- Add a second touch if they viewed multiple times

Copywriting Tip:

Use light copy like “Still thinking about this?” to bring them back without pressure.

5. Post-Purchase Flow:

Goal: Increase satisfaction and drive repeat purchases

Tips:

- Start with an order confirmation that sets clear delivery expectations
- Send product education or how-to content
- Follow up 5 to 7 days later with a cross-sell or reminder
- Keep the tone helpful and aligned with the product

Content Tip:

Add a short FAQ to reduce support tickets and preempt buyer concerns.

6. Winback Flow:

Goal: Reactivate customers who haven’t ordered in 60 to 90 days

Tips:
- Use a friendly tone in email 1
- Add a time-limited offer in email 2
- Send no more than 3 emails to avoid deliverability issues
- Start to exclude users who opened but never clicked

Offer Tip:

Set clear expiration dates for offers.
Deadlines drive action and reduce hesitation.

7. Review Request or UGC Flow:

Goal: Collect reviews, social proof, and user-generated content

Tips:
- Send 7 to 14 days after delivery
- Use a direct link to leave a review or upload content
- Incentivize with loyalty points or small credits if needed
- Ask for photos if the product is highly visual

Design Tip:

Make it mobile-first. Most reviews come from phones, and friction kills submissions.

8. VIP or High-Value Customer Flow:

Goal: Retain your best customers and increase lifetime value

Tips:
- Trigger after 2+ purchases or a specific spend threshold
- Send early access offers or loyalty perks
- Make the customer feel seen and appreciated
- Keep messaging simple and direct

And a fun tip here:

Add a surprise gift or private discount to this flow. Unexpected value creates long-term loyalty.