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In an increasingly competitive digital landscape, a brand’s ability to communicate strategically with its customer base largely determines its success. A strong email marketing strategy is no longer just a differentiator — it is an operational necessity to boost conversions, retention, and, ultimately, sales.
Here are ten essential email flows that every brand should implement to structure effective communication throughout the customer journey. While different businesses may prioritise certain flows, each serves specific and complementary functions to drive results.
This is one of the most important flows in any strategy. It is usually the first direct communication a user receives after subscribing to the newsletter or creating an account on the online store.
The welcome flow is designed to:
Introduce the brand, its value proposition, and differentiation
Build trust from the very first contact
Set expectations about the type of communication the customer will receive
Encourage the first purchase, often through a discount or exclusive benefit
This flow typically achieves some of the highest open and conversion rates, making it an excellent opportunity to make a great first impression and accelerate the purchase decision.
Around 70.19% of online shopping carts are abandoned on average across all sectors. This makes the abandoned cart flow one of the biggest direct revenue generators in email marketing.
Abandoned cart emails remind the user that they left products in their cart and help overcome potential objections, such as:
Forgetfulness
Doubts about the product
Lack of urgency
Price or additional costs
This flow is triggered when a user has visited products or categories but hasn’t added anything to their cart.
Although it is a more subtle approach than the abandoned cart flow, it is extremely effective for:
Reinforcing initial interest
Keeping the brand top of mind
Educating the customer about the product
Here, the focus should not be on aggressive selling, but rather on inspiration, highlighting benefits and relevance by showing viewed or similar products and content that aids the purchase decision.
Similar to the abandoned cart flow, this is triggered when a user has already started the checkout process — one step closer to conversion.
This flow typically has even higher recovery rates, as the customer has already shown a strong purchase intent. The main barriers at this stage often include:
Technical issues
Unexpected costs
Lack of confidence in payment
Clear, direct messages focused on security, simplicity, and urgency are essential to recover these sales.
After a purchase, this flow aims to request feedback or reviews of the products purchased.
Besides strengthening the relationship with the customer, reviews are essential to:
Increase trust for future buyers
Improve conversion rates
Generate authentic social proof
Gain valuable insights about products and the customer experience
This flow should be sent at the right time — after the customer has had enough time to try the product.
After the first purchase, there is a short window of high propensity for a repeat purchase. This is the moment when the customer is still emotionally connected to the brand and more receptive to new offers.
This flow can:
Encourage a second purchase quickly
Turn a one-time buyer into a recurring customer
Increase the average value per customer
Incentives such as exclusive discounts, personalised suggestions, or bundles work particularly well at this stage.
Customer recovery is one of the most strategic flows for protecting revenue in the medium and long term. Not all inactive customers are at the same stage — which is why it’s essential to work with two distinct flows, each with different objectives, timing, and messages.
This flow targets customers who have recently stopped interacting with the brand but are not yet considered lost.
Timing: 30–60 days without interaction (no email opens, clicks, or purchases)
Objective: Reactivate interest before the customer becomes fully inactive
This flow is aimed at customers who haven’t purchased for several months and are considered inactive or lost.
Timing: 90–180+ days without a purchase (adjustable according to the brand’s purchase cycle)
Objective: Bring the customer back and generate a new conversion
After a purchase, this flow promotes complementary products, upgrades, or premium versions based on the customer’s purchase history.
When well personalised, this flow:
Increases Customer Lifetime Value (CLV)
Enhances the customer experience
Provides relevant suggestions rather than generic ones
It is especially effective when integrated with behavioural and preference data.
Birthday emails are highly personalised and create an emotional connection with the brand.
This flow can include:
Personalised message
Exclusive discount
Special offer valid for a limited time
Being sent at a personal and relevant moment, they usually achieve above-average open and engagement rates.
This flow is triggered when a product the customer showed interest in becomes available again.
It is an excellent opportunity to:
Recover lost sales
Create urgency
Leverage existing purchase intent
“Back in Stock” emails are highly relevant and personalised, resulting in very high conversion rates.
If your brand is already generating traffic but isn’t maximising returns through structured email marketing, there is a clear growth opportunity that shouldn’t be overlooked.
Want to apply these flows to your ecommerce and boost sales? Togas can help you plan, implement, and optimise a complete email marketing strategy tailored to your business.
Get in touch and discover how to turn visitors into customers — and customers into repeat buyers.
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