While campaigns are great for one-time messages, flows are where the magic happens. Flows automatically send the right message at the right time based on customer behavior. Set them up once, and they work 24/7.
What Are Flows?
A flow is an automated sequence triggered by a specific event. When a customer takes an action (like abandoning their cart), the flow kicks in and sends a series of messages designed to bring them back.
Flows vs Campaigns
Think of campaigns as broadcasts (one message to many people) and flows as conversations (a series of messages to one person based on their actions).
Essential E-commerce Flows
Every e-commerce store should have these core flows running:
1. Welcome Series
Trigger: Customer signs up or makes first purchase
Welcome new subscribers and turn them into buyers. A typical sequence:
- Email 1 (immediate): Welcome + discount code
- Email 2 (day 2): Brand story + bestsellers
- Email 3 (day 5): Social proof + urgency
2. Abandoned Cart
Trigger: Customer adds items but doesn't purchase
The highest-ROI flow for most stores:
- Email 1 (1 hour): Reminder with cart contents
- Email 2 (24 hours): Address objections
- Email 3 (48 hours): Offer incentive
3. Post-Purchase
Trigger: Customer completes a purchase
Build loyalty and encourage repeat purchases:
- Email 1 (immediate): Order confirmation
- Email 2 (delivered): How to get the most from their purchase
- Email 3 (2 weeks): Request review
- Email 4 (30 days): Cross-sell related products
Building Your First Flow
Let's create an abandoned cart flow together:
Create New Flow
Go to Flows and click New Flow. Choose "Abandoned Cart" from the templates, or start from scratch.
Configure the Trigger
Set when the flow should start:
- Event: Cart abandoned
- Wait time: 1 hour (give them time to complete naturally)
- Conditions: Cart value > $0
Add Your First Email
Drag an "Email" action onto the canvas. Click to edit: - Use dynamic content to show their cart items - Include a clear "Complete Purchase" button - Keep it short and focused
Add Wait Periods
Between emails, add "Wait" actions. For abandoned cart: - Wait 1 hour before first email - Wait 24 hours before second - Wait 48 hours before third
Add Conditional Logic
Use "Split" actions to personalize the journey:
- If cart value > $100: Send different messaging
- If returning customer: Skip the discount
- If opened previous email: Send follow-up
Flow Actions Explained
Here are all the actions you can use in flows:
| Action | Purpose | | -------------- | ------------------------------------------- | | Send Email | Deliver an email to the customer | | Send SMS | Send a text message (requires SMS provider) | | Wait | Pause for a specified time | | Split | Branch based on conditions | | Update Profile | Change customer attributes | | Webhook | Call external services |
SMS messages have higher open rates but cost more. Use them strategically for high-value communications like abandoned cart reminders.
Testing Your Flow
Before activating:
- Preview each email to check content and design
- Use test mode to trigger the flow on yourself
- Check timing between steps is appropriate
- Verify conditions branch correctly
Monitoring and Optimizing
Once live, monitor these metrics:
- Entry rate: How many people enter the flow
- Completion rate: How many finish the sequence
- Conversion rate: How many take the desired action
- Revenue per recipient: Total revenue / people in flow
Next Steps
Flows are your most powerful tool for automated marketing. Now that you understand the basics:
- Set up your Shopify integration to power cart abandonment
- Learn about email provider configuration for better deliverability
- Troubleshoot flows with our campaign not running guide
Start with one flow, master it, then expand. Your future self (and your revenue) will thank you!
