5 Email and SMS Flows Every Shopify Store Needs to Recover Lost Sales
Most people who visit your store won't buy on their first visit. Some will add to cart and leave. Others will buy once and never come back. Without a way to follow up, every one of those people is gone.
Automated email and SMS flows fix that. You set them up once, and they send the right message at the right moment to every shopper, every day, without you lifting a finger.
Here are the five flows I set up first on any Shopify store, and what each one should say.
Quick answer: which email flows should a Shopify store have?
Every Shopify store should start with five automated flows: a welcome series, abandoned cart, browse abandonment, post-purchase, and win-back. Together they cover the moments where sales are most often lost: new subscribers who haven't bought, shoppers who leave mid-purchase, and customers who don't come back.
Before you start: tools and permission
You can build these flows with Shopify's own marketing automations and Shopify Email, or with a dedicated tool like Klaviyo or Omnisend if you want more control. Whatever you use, only email people who have signed up or bought from you, and only send SMS to people who have clearly agreed to receive texts. Consent rules for marketing messages are strict in many countries.
Flow 1: Welcome series
Who gets it: new email or SMS subscribers.
Why it matters: people are most interested right after they sign up. This is your best chance to turn a subscriber into a first-time buyer.
What to send:
- Email 1, straight away: a warm welcome, any offer you promised, and your best sellers
- Email 2, a couple of days later: your story and what makes your products different
- Email 3, a few days after that: reviews and customer photos, with a reminder of the offer
Flow 2: Abandoned cart (abandoned checkout)
Who gets it: shoppers who started checkout but didn't finish.
Why it matters: these people were one step away from buying. It's often one of the highest-earning flows a store has.
What to send: a reminder within a few hours showing the exact product, a second message the next day answering common doubts like shipping, returns and reviews, and an optional final message with a small incentive. More detail in why shoppers abandon their cart.
Flow 3: Browse abandonment
Who gets it: known subscribers who viewed a product but didn't add it to their cart.
Why it matters: it catches interest earlier, before the shopper forgets about you.
What to send: one or two light, helpful emails: "Still thinking about this?", with the product, a few key benefits and a review. Keep it gentle. This shopper showed interest, not intent.
Flow 4: Post-purchase
Who gets it: every new customer.
Why it matters: a great experience after the sale builds trust, reduces returns and leads to reviews and repeat orders.
What to send:
- A thank-you with what to expect next
- Tips on using or caring for the product
- A review request once the product has had time to arrive and be used
- A suggestion for a related product a little later
Flow 5: Win-back
Who gets it: past customers who haven't ordered in a while. The right timing depends on how often people usually reorder your products.
Why it matters: bringing back a past customer is usually easier than finding a new one.
What to send: a friendly "we miss you", what's new since their last order, and, if you like, a small comeback offer in the final message.
Tips that make every flow work better
- Write like a person. Short, friendly messages from a real name usually beat heavy designs.
- One message, one goal. Each email should have a single clear button.
- Make sure people can sign up. A simple, honest signup form on your store keeps your flows full.
- Check the results monthly. Look at revenue per flow and adjust timing and wording.
Are you losing sales after the first visit?
The free Naxatech store audit checks your store's conversion, trust and checkout setup, so the shoppers your emails bring back are ready to buy.
Frequently asked questions
Is Shopify Email enough, or do I need Klaviyo?
Shopify's own tools are enough to start the basic flows. Tools like Klaviyo add more detailed segmentation, reporting and SMS features, which help as your list grows.
How many emails should each flow have?
Usually two to four. Enough to help people decide, not so many that they unsubscribe. Start small and add messages if the data shows they help.
Should I use SMS as well as email?
SMS can work very well for time-sensitive messages like abandoned carts, but it feels more personal, so use it sparingly and only with clear consent.
How quickly will flows bring in sales?
Once they're live, flows like abandoned cart can start recovering orders within days. The total impact grows as more shoppers and subscribers pass through them.
Want these flows written and set up for you? See our email & SMS marketing service or message me on WhatsApp.
Brian Cole, Naxatech
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