If you’re an ecommerce brand looking to squeeze more revenue out of every customer interaction, automation is the answer and Omnisend is one of the best tools for the job. With intuitive automation features tailored for ecommerce, Omnisend allows you to set up powerful flows that engage, convert, and retain your customers on autopilot.
In this guide, we’ll break down the 5 essential flows you need:
- Welcome Flow
- Cart Abandonment Flow
- Browse Abandonment Flow
- Post-Purchase Flow
- Winback Flow
We’ll not only explain how to set them upbut also show you real-world examples and strategies to maximise performance.
Welcome Flow – First Impressions That Convert
Purpose:
Convert new subscribers into first-time buyers.
When It Triggers:
A user signs up to your email list via popup, footer form, or checkout opt-in.
Structure & Tips:
Email 1: Welcome & Incentive (Instant)
Introduce your brand, thank them for subscribing, and deliver any sign-up discount.
Example:
Subject: “Here’s 10% Off – Just For You 🎁”
Body: Highlight your bestsellers, add a warm welcome, and include social proof (e.g., reviews, press mentions).Email 2: Brand Story (24 hours later)
Share what makes your brand different. Talk about values, sourcing, or product innovation.Email 3: Customer Favourites (48–72 hours later)
Show off your best-selling products with customer reviews.
Pro Tip: Add an SMS message in between Email 1 and 2 with a short reminder and CTA like “Your 10% off is waiting 👀”.
Cart Abandonment Flow – Recover Lost Sales
Purpose:
Nudge users who added products to their cart but didn’t check out.
When It Triggers:
A logged-in customer or email subscriber leaves the site with items in their cart.
Structure & Tips:
Email 1: Gentle Reminder (1 hour after abandonment)
Subject: “You left something behind…”
Include image(s) of the product left in the cart, pricing, and CTA to return.Email 2: Urgency & FOMO (12–24 hours later)
Subject: “Popular items sell fast – don’t miss out”
Include countdown timers or low-stock indicators.Email 3: Incentive (Optional – 48 hours later)
Offer a discount or free shipping if they still haven’t purchased.
Real Example:
Brand X saw a 17% increase in recovered carts by adding a dynamic coupon to the third email.
Browse Abandonment Flow – Subtle Re-Engagement
Purpose:
Re-engage users who browsed products but didn’t add to cart.
When It Triggers:
A visitor views a product page but doesn’t take further action.
Structure & Tips:
Email 1: Reminder (within 2–4 hours)
Subject: “Still thinking about this?”
Personalise it with the product(s) they viewed.Email 2: Social Proof (24 hours later)
Subject: “Why others love this product”
Include reviews or user-generated content (UGC).Email 3: Product Benefits (Optional)
Subject: “The difference is in the details”
Explain key features, uses, or results.
Pro Tip: Keep the tone soft not pushy. This flow is more about suggesting rather than selling.
Post-Purchase Flow – Turn One-Time Buyers Into Lifelong Fans
Purpose:
Nurture relationships, increase repeat purchases, and reduce returns.
When It Triggers:
Customer completes a purchase.
Structure & Tips:
Email 1: Order Confirmation (Instant)
Transactional email with shipping info. Keep it clean but on-brand.Email 2: Product Education (2–3 days after delivery)
Show how to use the product, answer FAQs, and set expectations.Email 3: Review Request (7–10 days post delivery)
Ask for feedback or a product review.Email 4: Cross-sell (10–14 days after delivery)
Recommend complementary items based on their purchase.
Real Example:
A skincare brand increased LTV by 28% by adding how-to video tutorials in their post-purchase emails.
Winback Flow – Reignite Cold Customers
Purpose:
Re-engage inactive subscribers or lapsed customers.
When It Triggers:
A customer hasn’t opened emails or purchased within 60–90 days.
Structure & Tips:
Email 1: We Miss You (Day 1)
Subject: “Is this goodbye?”
Show empathy and remind them of your value.Email 2: Special Incentive (Day 3)
Subject: “Come back & save 15%”
Offer a one-time discount or exclusive deal.Email 3: Last Call (Day 5)
Subject: “Last chance to grab your offer”
Create urgency, then optionally suppress them if they still don’t engage.
Pro Tip: Segment by past purchase value and tailor your offer accordingly.
Bonus: SMS + Email = Better Results
Omnisend shines when you blend email with SMS. For example:
- In a cart abandonment flow, send SMS reminders after Email 2.
- In your post-purchase flow, send a thank-you SMS or delivery update.
- During promotions or sales, use SMS for real-time alerts.
Stats: Brands that use SMS + Email automation see up to 47.7% higher conversion rates compared to email alone (Omnisend data).
Final Thoughts
Setting up your Omnisend flows isn’t just about filling in templates it’s about crafting customer experiences that feel timely, relevant, and valuable.
By implementing these five essential flows, you’ll:
- Convert more first-time visitors
- Recover lost revenue
- Nurture loyal customers
- Reactivate lapsed buyers
- Automate growth around the clock
And the best part? Once you set them up properly, they continue to work silently in the background boosting revenue with minimal effort.
Ready to launch your flows?
If you need help with email marketing, feel free to get in touch with our team . We are a growth marketing agency that helps brands drive more revenue through email marketing. We’ve worked with over 300 brands and can help you optimize your strategies for maximum impact.
