5 automation flows. 15 email templates. A complete Day 0-90 system that turns first-time buyers into repeat customers.
Most ecommerce stores leave money on the table because they have no automated emails beyond the order confirmation. This blueprint gives you the five flows that cover Day 0 through Day 90 of the customer lifecycle — welcome, abandoned cart, post-purchase, win-back, and browse abandonment — with 15 ready-to-adapt email templates including timing, subject lines, content blocks, and CTAs.
Based on frameworks from Invisible Selling Machine (Ryan Deiss), Email Rules (Chad White), and Ecom Evolved (Tanner Larsson).
Day 0-7 — Triggered when a new subscriber signs up or creates an account
Welcome + brand story + discount code
Subject: "Welcome to [Brand] — here's your X% off"
Key content
Best sellers + social proof
Subject: "Here's what everyone's buying"
Key content
Educational content / how-to
Subject: "[Product category] tips you'll actually use"
Key content
Discount reminder (if haven't purchased)
Subject: "Your [X%] off expires tomorrow"
Key content
Triggered — Fires when a shopper adds to cart and leaves without completing checkout
Simple reminder
Subject: "Did you forget something?"
Key content
Social proof
Subject: "Why 1,200+ customers chose [product]"
Key content
Urgency + incentive
Subject: "Last chance: your cart is about to expire"
Key content
Day 1-30 — Begins after a customer completes their first order
Order confirmation + what to expect
Subject: "Your order is confirmed!"
Key content
Shipping update + care tips
Subject: "Your order is on its way"
Key content
How to get the most from your purchase
Subject: "3 ways to get the most from your [product]"
Key content
Review request
Subject: "How's your [product] working out?"
Key content
Day 60-90 — Targets customers who haven't purchased or engaged in 60+ days
"We miss you" + new arrivals
Subject: "It's been a while — see what's new"
Key content
Special offer
Subject: "A little something just for you"
Key content
Last chance / list hygiene
Subject: "Should we remove you from our list?"
Key content
Triggered — Fires when a visitor views a product but does not add to cart
"Still looking?" with product images
Subject: "Still thinking about [product]?"
Key content
Start with Welcome and Abandoned Cart — these two flows alone recover the most revenue with the least effort.
Always A/B test subject lines. Small wording changes can swing open rates by 10-20%.
Set suppression rules so customers never receive a win-back email while an active flow is running.
Personalize with the customer's first name and the specific product they viewed or purchased.
Review flow performance monthly. Pause or revise any email with an open rate below 15% or a click rate below 1%.
For Shopify stores, Klaviyo is the standard — it has native Shopify integration for cart, browse, and purchase triggers. Omnisend and Mailchimp are solid alternatives. The flows in this blueprint work on any platform that supports event-based triggers.
Expect 2-3 days for a basic setup if you write the copy yourself, or about a week if you are designing custom email templates. Start with Welcome and Abandoned Cart first — those two generate the most revenue and can be live within a day.
No. Over-discounting trains customers to wait for deals. The Welcome Series earns one discount because it is a first-purchase incentive. Abandoned Cart gets a small incentive only in the third email. Post-Purchase uses a review incentive. Win-Back gets a larger offer because the alternative is losing the customer entirely. Browse Abandonment should not include a discount at all.
Automated flows outperform campaigns significantly. Welcome emails typically see 40-60% open rates. Abandoned cart emails average 40-45% opens and 10-15% click rates. Post-purchase flows see 50-60% opens. If your rates are below these benchmarks, test your subject lines and sending times first.
Set suppression rules in your email platform. A customer should never be in more than one flow at a time (except Post-Purchase, which should always run). Common rules: suppress Abandoned Cart if a Welcome flow is active, suppress Browse Abandonment if an Abandoned Cart flow is active, and never send more than one automated email per day.
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