The best first flows follow moments where a customer already expects to hear from you. Build them in this order, test each one, then move on. Do not try to launch ten at once.

Get consent and tracking right first

Automations depend on two things: permission and data. Collect sign-ups with a clear explanation of what people will receive, keep a record of consent, and include an easy unsubscribe in every message. The ICO explains the rules for direct marketing and electronic communications, and its UK GDPR guidance covers how you handle the data. Then check that your shop platform, such as Shopify, passes browsing and order events to your email tool correctly.

1. Welcome series

This is usually your highest-attention moment. Send three or four emails over a week or so: a warm welcome and what to expect, your story and what makes you different, best sellers or a simple guide, and social proof such as reviews. If you offer a first-order incentive, make it clear, but do not rely on discounts for every step.

2. Abandoned basket

Many shoppers add items and leave, often for ordinary reasons such as distraction or surprise costs. Research from sources like the Baymard Institute looks at why checkouts are abandoned, and it is worth reading before you write copy. A typical sequence is a reminder within a few hours, a second email the next day that answers common concerns such as delivery and returns, and an optional final nudge. Show the products, make the button obvious and remove anyone who has already bought.

3. Post-purchase follow-up

After someone buys, confirm what happens next, then help them get value from the product. Add care or setup tips, a delivery update where useful and, a little later, a request for a review. These emails are typically opened often because they are relevant, and they build the relationship before you ask for a second sale.

4. Browse abandonment and product interest

If a known subscriber views a product or category but does not add to basket, a gentle reminder with related items can help. Use it sparingly, as it can feel intrusive. Strong product pages make these emails more effective, so see our guide to optimising product pages for search and sales.

5. Replenishment and win-back

If you sell consumables, remind customers when they are likely to run low, based on your own sales data. For lapsed customers, send a short win-back series that asks what they would like or shares what is new. If they still do not respond, stop emailing. A smaller, engaged list protects your sender reputation.

Add SMS carefully

Text messages can work alongside email for time-sensitive moments, but they need separate consent and a lighter touch. Our comparison of the best SMS marketing platforms for ecommerce is a useful next read.

Measure what matters

Open rates are a weak signal. Look at revenue per recipient, conversion rate, unsubscribe rate and customer lifetime value, then compare flows against your campaigns. The approach in how to measure marketing ROI without misleading yourself applies directly here.