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Automated email flows you NEED to drive more revenue

Have you ever been shopping online, add a product to your cart because you like it and a few hours later you magically receive an email reminding you about that exact same product you left in your cart? This might seem creepy to some people, but this ecommerce tactic actually does work — welcome to the world of automated email flows.

In this blog, we’ll dive into the most important email flows your CRM team should have set up, and why they drive an increasing amount of revenue as well as retain your loyal customers and help build new ones.

We’re firm believers in spending quality time and using the correct methods to carefully craft your automated email flows. As CRM experts, the results speak for themselves.

Here are the top 4 automated flows you must have if you want to see an increase in sales:

Welcome journey

For new customers that sign up to your mailing list, a welcome journey email flow is a huge opportunity to build your brand reputation with them. By giving customers a mini background story into your brand ethos, as well as showcasing a variety of best-selling products, you have a chance to shine before they even make a purchase. The more thoughtful, the better.

We usually recommend setting up 2-3 welcome flow emails to start with; each carefully crafted to not be too overbearing and to have a clear message and call to action. We’ve also seen a high success rate of people offering a special “thank you” in the first sign up email, whether it’s an exclusive introductory discount, a present with a first purchase, or points towards a loyalty scheme. However, watch out for those one-off customers shopping around for a discount!

Abandoned cart

As used in the opening statement above, you’ve probably all received an abandoned cart email at some point in your online shopping journeys. These automated email flows trigger the customer’s brain, reminding them about the product that they want (badly enough to add it to the cart), and in a variety of circumstances drive them to make that purchase. In our experience of deploying this tactic with other e-commerce brands, we’ve seen an estimated conversion rate between 3% and 5% from setting up abandoned cart flows.

Birthday gift

When it comes to building up the loyalty of your current customers, birthday flows are a very tactical (and thoughtful) trick. By treating these repeat purchasers as special VIP customers, you are acknowledging their love for your brand, and by sending them exclusive things such as a birthday discount, they are more likely to keep shopping with you. Remember, loyal customers can spend up to 20% more than an average buyer!


This is a HUGE one! Automated cross-sell flows aim to engage existing customers and encourage repeat purchases. In our experience, the best way to achieve this is to consider a user’s past purchases and promote the next most logical purchase for that user.

Whether it’s following up with a “complete the look” style edit, or promoting similar products to the customer’s purchase, the approach to identifying the next-best purchase will be a data-led one. In our experience of deploying this tactic with other e-commerce brands, we can expect a conversion rate between 1.5% and 3%.

After stepping in and taking over the CRM for our client Swisse Wellness, we started by putting a set structure in place, creating engaging flows, tailored website pop ups and dynamic templates. This enabled us to focus on serving new and existing customers with the right content at the right time. The results? Revenue increased by 21% after just 3 months. We’re happy to be supporting the Swisse team in helping their customers grow (and glow!).

So, does your team have these top 4 revenue-generating automated flows implemented into your CRM strategy? If not, time to get your creative caps on. As always, we’re here for you. Whether you’re stuck on ideas, or just want your automated flows to work harder than they currently do, just give us a shout!


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