Top 7 Email Flows Every Shopify Store Needs to Scale (Setup Guide)

If you’re running a Shopify store and only sending occasional campaigns, you’re missing out on one of the most powerful tools in your business: automated email flows.

These flows build customer relationships, recover lost sales, and increase repeat purchases—all while running in the background.

Here are the 7 highest-performing email flows for Shopify—plus exactly how to set them up.

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1. Welcome New Subscribers Flow

First impressions matter. This flow converts new sign-ups into first-time buyers.

How to Set It Up:

Email 1 – Day 0 (Immediately after signup)
Subject: You're on the list! Here's your 10% OFF
Content:

• Welcome message and gratitude

• 10% discount code (e.g., WELCOME10)

• "About Us" section with brand mission

• CTA: Button to shop bestsellers

Email 2 – Day 2
Subject: Upgrade your wardrobe with 10% OFF
Content:

• Reminder of the offer

• Link to full product range or top categories

• CTA: "Shop All Collections"

Email 3 – Day 5
Subject: Hurry, Your discount expires tonight! ⏰
Content:

• Scarcity and urgency

• Final reminder to use WELCOME10

• CTA: “Shop Now” button linking to deals or new arrivals

✅ Platform Tip: Use Klaviyo's built-in Welcome Series template. Set trigger as “When someone joins a list” → your newsletter or popup opt-in list.

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2. Abandoned Cart Flow

Recover carts and turn hesitation into conversion.

How to Set It Up:

Email 1 – 1 Hour After Abandonment
Subject: You left something behind...
Content:

• Remind them what’s in their cart (include images)

• Reinforce benefits or key product features

• CTA: "Complete My Order"

Email 2 – 12 Hours Later
Subject: Still thinking it over? Here's 10% OFF
Content:

• Introduce urgency + discount

• Include testimonials or reviews

• CTA: Apply discount at checkout

Email 3 – 24 Hours Later
Subject: Last chance to grab your deal
Content:

• Countdown or time-limited offer

• Reinforce FOMO

• CTA: "Don’t Miss Out"

✅ Trigger: Customer started checkout but did not purchase
✅ Conditional split: If customer is tagged as “placed order,” skip next emails

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3. Order Confirmation Flow

Turn a transactional moment into brand connection.

How to Set It Up:

Email 1 – Immediately After Purchase
Subject: Order Confirmed – Thank You!
Content:

• Order summary + shipping info

• Thank-you message

• Suggested accessories or add-ons

• CTA: "Track Your Order" + “You Might Also Like…”

Email 2 – Day 2
Subject: While you wait... here’s how to get the most from your order
Content:

• Product use tips, care instructions, or tutorials

• Reinforce value and set delivery expectations

• CTA: Link to help centre or contact info

✅ Trigger: Placed Order
✅ Bonus: Use dynamic blocks to suggest relevant cross-sells based on what they bought

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4. Post Purchase Cross-Sell Flow

Increase average order value and customer LTV.

How to Set It Up:

Email 1 – 7 Days After Delivery
Subject: Complete the set — You’ll love these too
Content:

• Related products or accessories

• Incentive to purchase (free shipping or % off)

• CTA: “See What Pairs Perfectly”

Email 2 – Day 14
Subject: Still loving your order? Here's something else to try
Content:

• UGC photos or testimonials for complementary items

• Offer a product quiz or style guide

• CTA: Shop curated bundles

✅ Trigger: Fulfilled order → 7 days after shipping
✅ Segment: Only send to customers who’ve received and not returned items

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5. Review Request Flow

Turn customers into ambassadors with reviews.

How to Set It Up:

Email 1 – 10 Days After Delivery
Subject: Tell us what you think (and get 10% OFF)
Content:

• Ask for a review (link directly to review form)

• Offer a discount or loyalty points

• Include example reviews for inspiration

• CTA: "Leave a Review"

Email 2 – Day 13
Subject: We’d love your feedback 🙏
Content:

• Personal tone—short and human

• Final reminder to review

• CTA: “Review Now”

✅ Trigger: Fulfilled Order + Delay of 10 days
✅ Tip: Use Klaviyo’s review app integrations (like Judge.me or Loox)

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6. Customer Winback Flow

Reignite interest and bring back lapsed customers.

How to Set It Up:

Email 1 – 60 Days Since Last Purchase
Subject: We miss you! Here’s 15% OFF your next order
Content:

• Emotional pull or new arrivals

• Limited-time comeback offer

• CTA: “Redeem Discount”

Email 2 – Day 63
Subject: Your exclusive offer is almost gone...
Content:

• Countdown timer or expiry date

• Showcase bestsellers or new drops

• CTA: “Shop Now”

Email 3 – Day 66
Subject: Still thinking about it?
Content:

• Offer a choice: Browse by category or talk to support

• Emphasise customer support or changes since last visit

• CTA: “Explore What’s New”

✅ Trigger: Last order date + 60 days
✅ Segment: Exclude customers who made a purchase recently

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7. VIP & Loyalty Rewards Flow

Treat your best customers like royalty.

How to Set It Up:

Email 1 – Triggered by Spend Threshold or Purchase Count
Subject: You’re officially VIP 🥂
Content:

• Celebrate them reaching VIP status

• Exclusive rewards (e.g., early access, special discounts)

• CTA: “Claim Your Perks”

Email 2 – 5 Days Later
Subject: Your VIP gift is waiting…
Content:

• Free gift or surprise discount

• Behind-the-scenes look or thank-you video

• CTA: “Enjoy Now”

Email 3 – Monthly
Subject: VIP Only: This Month’s Perk 🎁
Content:

• Ongoing benefit updates (priority shipping, pre-sale access)

• Invite to secret collection or loyalty event

• CTA: “See What’s New”

✅ Trigger: Customer tagged as “VIP”
✅ Segment: Based on purchase frequency, LTV, or rewards tier

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Final Tips

Pro Strategy:
Don’t “set and forget.” Review and optimise each flow monthly. A/B test subject lines, CTAs, and timing. Automations give you predictable revenue, but tuning them makes them unstoppable.

📈 Want help setting these up in Klaviyo or Shopify?
We’ll build, test, and optimise your flows from scratch—turning every email into a revenue stream. Ready to grow? Get a free strategy session on how to set up your email marketing campaigns.