EMAIL FLOW PLAYBOOK
EMAIL FLOW PLAYBOOK
Unlock 20–30% more revenue with automation. No extra ad spend required.This playbook is tailored for health & fitness brand owners looking to boost sales through strategic email flows.
Unlock 20–30% more revenue with automation. No extra ad spend required.This playbook is tailored for health & fitness brand owners looking to boost sales through strategic email flows.
Watch the video below to learn more 👇
Watch the video below to learn more 👇
Why Email Flows Matter More Than Ever
Why Email Flows Matter More Than Ever
Why Email Flows Matter More Than Ever
In 2025, running a profitable e-commerce brand has never been tougher:
Ads are more expensive than ever
Customers are more skeptical
Conversion rates are dropping
And every brand is fighting harder for the same attention
Yet most brands are still wasting money by sending traffic to a site with no retention system in place.
In 2025, running a profitable e-commerce brand has never been tougher:
Ads are more expensive than ever
Customers are more skeptical
Conversion rates are dropping
And every brand is fighting harder for the same attention
Yet most brands are still wasting money by sending traffic to a site with no retention system in place.
⚠️ The Modern Reality:
You're not losing sales because of your product. You're losing them because you have no follow-up.
If a customer doesn’t buy on the first visit (and most won’t), you need a system that:
Captures their interest
Warms them over time
Converts them on their schedule — not yours
⚠️ The Modern Reality:
You're not losing sales because of your product. You're losing them because you have no follow-up.
If a customer doesn’t buy on the first visit (and most won’t), you need a system that:
Captures their interest
Warms them over time
Converts them on their schedule — not yours
💡 The Retention Shift:
Top brands are no longer “launching emails.”
They’re building automated flows that sell 24/7 behind the scenes.
📬 These flows can drive up to 20–30% of your total revenue — automatically.
💡 The Retention Shift:
Top brands are no longer “launching emails.”
They’re building automated flows that sell 24/7 behind the scenes.
📬 These flows can drive up to 20–30% of your total revenue — automatically.
💡 The Retention Shift:
Top brands are no longer “launching emails.”
They’re building automated flows that sell 24/7 behind the scenes.
📬 These flows can drive up to 20–30% of your total revenue — automatically.
🚀 Why Flows Work So Well:
✅ They’re personalised to where the customer is in the journey
✅ They run 24/7, triggered by behavior
✅ They build trust, urgency, and brand loyalty automatically
✅ And most importantly — they don’t require more budget
🚀 Why Flows Work So Well:
✅ They’re personalised to where the customer is in the journey
✅ They run 24/7, triggered by behavior
✅ They build trust, urgency, and brand loyalty automatically
✅ And most importantly — they don’t require more budget
🚀 Why Flows Work So Well:
✅ They’re personalised to where the customer is in the journey
✅ They run 24/7, triggered by behavior
✅ They build trust, urgency, and brand loyalty automatically
✅ And most importantly — they don’t require more budget
What Are Email Flows (and Why They’re Different from Campaigns)
What Are Email Flows (and Why They’re Different from Campaigns)
Flows
Flows are automated email sequences that send when a customer takes a specific action.
Think of them like “if this, then that” automations:
Abandon their cart? → Send them a reminder.
Join your list? → Deliver their discount, introduce your brand, and follow up.
Haven’t ordered in 90 days? → Send a win-back incentive.
They work 24/7, triggering exactly when they’re needed.
Flows are automated email sequences that send when a customer takes a specific action.
Think of them like “if this, then that” automations:
Abandon their cart? → Send them a reminder.
Join your list? → Deliver their discount, introduce your brand, and follow up.
Haven’t ordered in 90 days? → Send a win-back incentive.
They work 24/7, triggering exactly when they’re needed.
Campaigns
Campaigns are one-off email blasts you send to your full list or a segment:
Product launches
Sales events
Announcements
Weekly content
They’re powerful, but they require time, planning, and constant creative execution.
Campaigns are one-off email blasts you send to your full list or a segment:
Product launches
Sales events
Announcements
Weekly content
They’re powerful, but they require time, planning, and constant creative execution.
The Smart Strategy
Use Campaigns to Test → Use Flows to Automate What Works
Campaigns give you quick results and feedback.
Flows give you consistent, automated conversions.
When you use both properly:
Campaigns drive spikes 📈
Flows create stability 📊
Use Campaigns to Test → Use Flows to Automate What Works
Campaigns give you quick results and feedback.
Flows give you consistent, automated conversions.
When you use both properly:
Campaigns drive spikes 📈
Flows create stability 📊
Why Most Brands Get It Wrong:
They have:
2–3 outdated flows from 2021…
Maybe a welcome email and an abandoned cart…
And no segmentation, no urgency, and no optimisation.
Meanwhile, their flows are responsible for 50% of their email revenue but getting 0% of their attention.
They have:
2–3 outdated flows from 2021…
Maybe a welcome email and an abandoned cart…
And no segmentation, no urgency, and no optimisation.
Meanwhile, their flows are responsible for 50% of their email revenue but getting 0% of their attention.
Ideal Revenue Split
Flows
Flows
Campaigns
Campaigns
50%
50%
50%
50%
The 6 Core Emails Flows (+1 Bonus)
The 6 Core Emails Flows (+1 Bonus)
Welcome Flow
Trigger: Joins your list
Purpose: Convert new subscribers with a strong first impression
Why it matters:
Most subscribers never hear from you again after signing up. This is your chance to deliver the incentive, explain your value, and start building trust.
What to include:
Welcome + discount
Brand story
Product education
Social proof
Urgency
Final message from the founder
📩 4–10 emails
📈 Converts browsers into first-time buyers
Trigger: Joins your list
Purpose: Convert new subscribers with a strong first impression
Why it matters:
Most subscribers never hear from you again after signing up. This is your chance to deliver the incentive, explain your value, and start building trust.
What to include:
Welcome + discount
Brand story
Product education
Social proof
Urgency
Final message from the founder
📩 4–10 emails
📈 Converts browsers into first-time buyers
Abandonment Flows
Site Abandonment
Trigger: Visits site, doesn’t click a product
Purpose: Gently nudge them back
What to include:
Reminder email
Product categories
Bestsellers
Friendly tone
📩 1 email
📈 Converts passive visitors into active browsers
Trigger: Visits site, doesn’t click a product
Purpose: Gently nudge them back
What to include:
Reminder email
Product categories
Bestsellers
Friendly tone
📩 1 email
📈 Converts passive visitors into active browsers
Browse Abandonment
Trigger: Views a product but doesn’t add to cart
Purpose: Rekindle interest in the specific item
What to include:
Product reminder (dynamic)
Social proof
Risk reversal (free returns, fast shipping)
Delayed discount if needed
📩 4–5 emails
📈 Converts window shoppers into cart starters
Trigger: Views a product but doesn’t add to cart
Purpose: Rekindle interest in the specific item
What to include:
Product reminder (dynamic)
Social proof
Risk reversal (free returns, fast shipping)
Delayed discount if needed
📩 4–5 emails
📈 Converts window shoppers into cart starters
Cart Abandonment
Trigger: Adds to cart but doesn’t reach checkout
Purpose: Push them toward completing the order
What to include:
Reminder of what’s in cart
Social proof
Brand trust + USPs
Incentive (optional)
Urgency
Message from the founder
📩 6–8 emails
📈 Recovers high-intent shoppers
Trigger: Adds to cart but doesn’t reach checkout
Purpose: Push them toward completing the order
What to include:
Reminder of what’s in cart
Social proof
Brand trust + USPs
Incentive (optional)
Urgency
Message from the founder
📩 6–8 emails
📈 Recovers high-intent shoppers
Checkout Abandonment
Trigger: Starts checkout but doesn’t purchase
Purpose: Final conversion nudge
Same structure as cart flow, but triggered further down the funnel.
📩 6–8 emails
📈 Highest revenue-per-email flow
Trigger: Starts checkout but doesn’t purchase
Purpose: Final conversion nudge
Same structure as cart flow, but triggered further down the funnel.
📩 6–8 emails
📈 Highest revenue-per-email flow
Post Purchase Flow
Trigger: Order placed
Purpose: Reduce remorse, build loyalty, and drive repeat purchases
What to include:
Thank-you from the founder
Upsell / Add-to-order CTA
Tips for using the product
Review request
Social community invite
📩 3–5 emails
📈 Increases repeat rate & LTV
Trigger: Order placed
Purpose: Reduce remorse, build loyalty, and drive repeat purchases
What to include:
Thank-you from the founder
Upsell / Add-to-order CTA
Tips for using the product
Review request
Social community invite
📩 3–5 emails
📈 Increases repeat rate & LTV
BONUS: Winback Flow
Trigger: No purchase in 60–120 days
Purpose: Re-engage lapsed customers
What to include:
“We miss you” message
Personalized product recommendations
Exclusive discount
Final note from founder
📩 3–4 emails
📈 Reactivates past buyers and boosts LTV
Trigger: No purchase in 60–120 days
Purpose: Re-engage lapsed customers
What to include:
“We miss you” message
Personalized product recommendations
Exclusive discount
Final note from founder
📩 3–4 emails
📈 Reactivates past buyers and boosts LTV
Flow Optimisation & A/B Testing
Flow Optimisation & A/B Testing
Time Delays
What to test: How long to wait before sending the first email
Example:
Cart Abandonment: 30 minutes vs 4 hours
Browse Abandonment: 45 minutes vs 1 day
✅ Faster sends = higher opens
✅ Delayed sends = better conversions
What to test: How long to wait before sending the first email
Example:
Cart Abandonment: 30 minutes vs 4 hours
Browse Abandonment: 45 minutes vs 1 day
✅ Faster sends = higher opens
✅ Delayed sends = better conversions
Email Length: Short vs Long
What to test: Brief reminder vs in-depth objection handling
Example:
Short: “Hey, you left this behind. Click to finish.”
Long: Founder's message, detailed benefits, social proof
Action: Run this test in abandonment flows.
Track click-through and order rate separately.
What to test: Brief reminder vs in-depth objection handling
Example:
Short: “Hey, you left this behind. Click to finish.”
Long: Founder's message, detailed benefits, social proof
Action: Run this test in abandonment flows.
Track click-through and order rate separately.
Discount Timing
What to test: Immediate discount vs delayed
Early = High conversions, lower margin
Delayed = Retains margin, but slower conversion
Action: Start without discount → add in email 3 or 4
Split test that flow timing.
What to test: Immediate discount vs delayed
Early = High conversions, lower margin
Delayed = Retains margin, but slower conversion
Action: Start without discount → add in email 3 or 4
Split test that flow timing.
Text-Based vs Graphic-Based Design
What to test:
Founder-style emails (feel personal)
Branded graphic layouts (look polished)
✅ Text emails often get more replies & feel 1-to-1
✅ Graphic emails support product visuals and trust
Action: A/B test visual formats inside welcome, cart, and post-purchase flows.
What to test:
Founder-style emails (feel personal)
Branded graphic layouts (look polished)
✅ Text emails often get more replies & feel 1-to-1
✅ Graphic emails support product visuals and trust
Action: A/B test visual formats inside welcome, cart, and post-purchase flows.
Subject Lines & Preview Texts
What to test:
Emojis vs plain
ALL CAPS vs Title Case
“Hey, forgot something?” vs “Your cart’s still waiting…”
Action: Use Klaviyo’s built-in split testing to trial these variations.
What to test:
Emojis vs plain
ALL CAPS vs Title Case
“Hey, forgot something?” vs “Your cart’s still waiting…”
Action: Use Klaviyo’s built-in split testing to trial these variations.
Test in Campaigns, Implement in Flows
Campaigns give fast data.
Flows give long-term ROI.
Campaigns give fast data.
Flows give long-term ROI.
If a campaign email crushes it, plug it straight into your flows.
If a campaign email crushes it, plug it straight into your flows.
Examples:
Campaign explaining your manufacturing process? → Add it to your welcome flow.
A tip email that gets great replies? → Add it to post-purchase.
Don’t reinvent. Reuse what works.
Examples:
Campaign explaining your manufacturing process? → Add it to your welcome flow.
A tip email that gets great replies? → Add it to post-purchase.
Don’t reinvent. Reuse what works.
What Not To Do
Don’t run 5 tests at once. Test one variable at a time.
Don’t optimise for open rate alone. Focus on revenue per recipient and placed order rate.
Don’t blindly copy other brands. What works for them may not match your customer journey.
Don’t run 5 tests at once. Test one variable at a time.
Don’t optimise for open rate alone. Focus on revenue per recipient and placed order rate.
Don’t blindly copy other brands. What works for them may not match your customer journey.
Optimisation = Compounding Results
A 1% increase in every flow adds up.
If each flow improves by 5%, you could add hundreds of thousands in LTV over a year.
A 1% increase in every flow adds up.
If each flow improves by 5%, you could add hundreds of thousands in LTV over a year.
Here's An Idea Of How The Emails Should Look
Here's An Idea Of How The Emails Should Look
Post-Purchase
Abandoned Cart
Post-Purchase
Welcome
Abandoned Site
Dont Have The Time?
Or Need Help?
Dont Have The Time?
Or Need Help?
2025 is the year to reclaim your margins.
Email marketing is the most cost-effective way to scale — and we’ll show you how.
Let’s build your 60-day roadmap to predictable, owned growth.
To qualify, you must:
Run a DTC eCommerce brand
Minimum of £35k/mo revenue
To qualify, you must:
Run a DTC eCommerce brand
Minimum of £35k/mo revenue