01
Welcome
A useful introduction.
Help new subscribers understand your brand, find the right product, and take a confident first step.
A timely follow-up.
A useful next step.
Plan the message around the moment. Build the follow-up around what the customer has actually done.
THREE MOMENTS. THREE DIFFERENT JOBS.Make the message
Make the message
fit the moment.
A welcome introduces. A follow-up helps. An invitation gives someone a reason to return.
01
Welcome
YOUR STOREEMAIL FLOW CONCEPT
A USEFUL INTRODUCTION
A welcome that starts a conversation.
Introduce the brand, make the next step clear, and help a new subscriber find their way.
Explore the store
THE RIGHT MESSAGE. A USEFUL NEXT STEP.
02
Post-purchase
YOUR STOREEMAIL FLOW CONCEPT
AFTER THE FIRST PURCHASE
Helpful after the order. Thoughtful from the start.
An order is the beginning. A little guidance helps customers get more from what they chose.
Read the getting-started guide
THE RIGHT MESSAGE. A USEFUL NEXT STEP.
03
Win-back
YOUR STOREEMAIL FLOW CONCEPT
WHEN THE MOMENT FITS
A familiar store. A relevant next step.
Use what you know about the customer to make the invitation useful, specific, and worth opening.
See what comes next
THE RIGHT MESSAGE. A USEFUL NEXT STEP.
ILLUSTRATIVE CONCEPTS Example copy and design, shown to explain each email’s role.
CUSTOMER MOMENTWHAT THE EMAIL IS THERE TO DO
02
Cart recovery
Pick up the conversation.
Follow up when a customer leaves something behind, with the context and practical information they might need.
03
Post-purchase
Make the purchase feel worthwhile.
Offer relevant product guidance and a thoughtful next step once the first order has been placed.
04
Replenishment
Be useful at the right moment.
Where the product calls for it, plan reminders around a sensible use or replacement cycle.
05
Win-back
Give them a reason to return.
Reconnect with previous customers using their purchase history and an appropriate reason to hear from you.
BUILT AROUND THE STOREThe timing is part
The timing is part
of the message.
What works for a product that lasts a year may be different from one that runs out next month. We plan around the product, the customer, and the journey.
LET’S SEE WHAT’S NEXTTell us about
Tell us about
your store.
What are you working on? What would you like to improve? Start there.
Discuss your retention