Four Email Marketing Flows You Can't Afford to Skip

I was shocked to discover that a $10M DTC brand I work with doesn’t yet have a welcome flow or a post-purchase email flow. ??

The money they are leaving lying on the table is mind-blowing. ??

It makes me wonder though, are people in marketing teams over-complicating things, when the most important thing is to just HAVE THE FLOWS SET UP in the first place?

Done is better than perfect when it comes to email flows.

This is my call to you - don’t obsess over getting your flows perfect - and skip the complex automations. For now, it's all about capturing quick wins and staying in front of your customers without overloading yourself.

Keep it simple with these FOUR essential "Money Flows" – they’re proven to add revenue if you’re already getting some traffic and sales.

Here’s an example of what each flow should look like, you can adapt for your brand but you will be guaranteed to capture more revenue if you just have these set up.

1. Welcome Series (3 Emails)

• Email 1:?Warm Welcome + Brand Story + Deliver Code Introduce your brand, why it exists, and the unique value you bring. Give your new subscriber a reason to care and a quick, easy way to explore your bestsellers or collections.
• Email 2:?Highlight Benefits + Social Proof Show them what others love about your brand. Use testimonials, customer stories, or any press mentions to build trust. Link directly to high-converting products or categories.
• Email 3:?Incentivize First Purchase If they haven’t bought yet, this is the place to give a time-limited offer. A small discount or free shipping incentive can be the nudge they need to convert.

2. Weekly Campaigns (1-2 Emails per Week)

• Purpose:?Stay Top of Mind Without Overwhelm These emails can be straightforward product highlights, restocks, or seasonal promotions. Focus on maintaining visibility without spamming.
• Campaign Ideas: Showcase a customer favorite, announce limited-time sales, or send a “how to style/use” guide for your products. Consistency here keeps customers engaged and encourages repeat visits.

3. Abandoned Checkout (2 Emails)

• Email 1:?Reminder with a Soft Touch Send a friendly reminder about the items left in their cart with an image of the product(s) and an easy link to return. Use language like, “Still thinking it over?” or “These items are waiting for you.”
• Email 2:?Follow Up with a Small Incentive If they haven’t come back, try offering a discount or free shipping code. This small incentive often brings people back to complete their purchase and prevents lost revenue.

4. Post-Purchase Series (5 Emails)

• Email 1:?Order Confirmation with Next Steps Reassure customers with an order summary and a note on what to expect next. A simple thank-you can set the tone for a lasting relationship.
• Email 2:?Shipping Confirmation + Anticipation Build excitement! Let them know when their order is on its way and offer product tips or FAQs to get them ready to use your product.
• Email 3:?Product Use or Setup Guide Help them make the most of their purchase with usage tips, how-to videos, or styling advice. The easier it is for them to enjoy the product, the more likely they’ll become repeat buyers.
• Email 4:?Cross-Sell or Related Product Recommendations By now, they’ve likely received and experienced the product. Offer complementary items that pair well with their purchase, making it easy for them to buy again.
• Email 5:?Request for Review or Feedback Ask for a review or feedback to boost social proof. Make it easy with a one-click link to leave a review on your site.

These "Money Flows" will bring immediate returns without the complexity.

You can always add layers as you grow – but for now, stick to the basics and focus on consistency.

Simple strategies like these keep you connected with customers and drive revenue without overwhelming your resources.

I hope this helps!

Jessie

If you want my no-BS take on your marketing - why not book a call - I will audit what you are doing and give you actionable tips.