If your email program still hinges on “weekly newsletters,” you’re leaving money on the table. Flows turn moments into revenue—automated, context-aware messages that show up when a shopper is already thinking about you. Below are the seven flows every DTC brand should have, how to set them up, what to send, and the small decisions that separate “meh” automation from a real revenue engine.

Before You Start: Guardrails That Save Your Results

• Source hygiene: Use a single onsite opt-in (pop-up + embedded footer). Tag acquisitions (site vs. quiz vs. giveaway) so you can tailor the welcome.
• Quiet hours: Don’t ping at 2am unless it’s transactional. Respect local time by country.
• Smart sending: Turn it off for cart/checkout flows (urgency beats throttling). Keep it on for nurture.
• Skip logic: Always add “Remove from flow if placed order” where it makes sense.
• Deliverability: If a subscriber doesn’t open 3–4 flow emails, suppress them from the rest of that flow. Protect your sender reputation.

1) Welcome + New Subscriber Nurture (The “First Impression” Series)

Why it matters: Highest intent without spending a dollar on ads. This is where you set story, authority, and the first purchase.

Trigger: Subscribes via pop-up, footer, quiz, or checkout opt-in.

Filters: Exclude customers who purchased in the last 24 hours; branch first-time vs. returning.

Cadence (5 touches over ~10–14 days):

• E0 (Instant, within 2 minutes): Deliver the incentive/lead magnet + a one-liner value promise.
• E1 (24 hours): Founder/brand origin + what you actually sell (bestsellers).
• E2 (Day 3): Social proof: reviews, press, UGC.
• E3 (Day 6): Product education: how it works, ingredients/materials, sizing, routines.
• E4 (Day 10–14): Objection handling + gentle nudge (free shipping or bundle highlight if you use offers).

Copy skeleton you can use:

• Subject ideas: You’re in. Here’s the good stuff · Meet your new [problem-solver] · 60 seconds to choose your perfect [product]
• Hook: “You found us because [pain or desire]. We exist to fix that with [unique mechanism].”
• CTA: “Shop the starter picks” + a secondary “Quiz/guide” CTA for shoppers not ready to buy.
• Pro tip: If you promised 10% off, make the code dynamic and auto-apply at click.

Benchmarks (healthy lists): 45–60% open, 4–10% click, 3–8% placed order (entire series, not per email).

Common misses: Over-teaching in E0, burying the code, or not showing any product within the first two emails.

2) Abandoned Checkout / Cart (The “Money on the Floor” Flow)

Why it matters: They picked products and saw shipping—then bounced. This is your highest-ROI recovery.

Trigger: Started checkout OR has items in cart for 30–60 min without ordering.

Filters: Remove if placed order; exclude $0 carts, OOS items; branch by cart value (VIPs get white-glove).

Cadence (3 touches in 48 hours):

• E1 (60–90 min): Short, plain-style note with a single “Return to cart” button.
• E2 (20–24 hours): Objection handling: shipping, returns, guarantees, UGC.
• E3 (48 hours): Final reminder. If you discount, this is the only place—light and conditional.

Copy skeleton:

• Subject: You left this behind · Still thinking it over? · Your cart is safe for 24 hours
• Body (E1): “Your picks are still in your cart. Need sizing or shipping info? We’ve got you.” Link back.
• Body (E2): Add 3 quick FAQs + one testimonial that specifically counters risk.
• Body (E3): “Last call on these. If they’re not right, our returns make it painless.”

Tests to run: Plain text vs. designed; free shipping vs. 10% off; 60-min vs. 90-min first send.

Don’t: Lead with discount. Fix friction first.

3) Browse Abandonment (The “Raised an Eyebrow” Flow)

Why it matters: Window shoppers need a gentle nudge, not a hard sell.

Trigger: Viewed product/collection ≥2–3 times in 24–48 hours, no add-to-cart.

Filters: Suppress if they’re in checkout/cart flows; exclude wholesale/IPs with >10 views (bots).

Cadence (2–3 touches over 4–5 days):

• E1 (1–4 hours after view): “Still eyeing [Product]?” with 2–3 micro-benefits and a “See details” CTA.
• E2 (Day 2–3): Alternatives: similar SKUs, smaller/larger sizes, different flavors/scents.
• E3 (Optional, Day 4–5): Social proof roundup or a creator demo.

Copy skeleton:

• Subject: The one you kept coming back to · A closer look at [Product]
• Body: “Most-asked Qs about [Product]” + 3 bullets. End with “Compare options.”

Pro tip: Use dynamic blocks to pull recently viewed items and in-stock alternatives.

Privacy note: Only track browse for opted-in contacts. Keep it compliant.

4) Post-Purchase: First-Time Buyer Onboarding (The “Turn Buyers into Fans” Flow)

Why it matters: Happy first orders become repeat customers within 30–60 days. This flow reduces buyer’s remorse and sets up the second purchase.

Trigger: Order placed; branch first-time vs. returning.

Filters: If multiple items, tailor by category (skincare vs. apparel needs different education).

Cadence (4–6 touches from purchase to delivery+14 days):

• E0 (Immediately): Order confirmation is transactional, but add helpful links (returns, support, order tracking).
• E1 (T+1–2 days): What to expect + unboxing guide.
• E2 (T+3–5 days): How-to/rituals/care. Short video or GIF.
• E3 (T+7–10 days post-delivery): Review/UCG request. Make it one-tap.
• E4 (T+10–14 days post-delivery): Cross-sell that logically completes the job: bundles, refills, accessories.
• E5 (Optional): Community invite: loyalty program, SMS insiders, or private group.

Copy skeleton:

• Subject: Your order’s locked in · Your [Product] is almost there · Make it last longer
• Body: “Here’s how to get the most from [Product] in 60 seconds.” Add a simple step list.

Pro tip: Suppress discounts for first-time buyers for ~14 days to avoid immediate price regret.

5) Replenishment / Reorder (The “Never Run Out” Flow)

Why it matters: Consumables pay the bills. Predict the reorder moment and ask at the right time.

Trigger: Product-specific intervals (e.g., 25, 30, 45 days) or predicted next order date.

Filters: Exclude subscribers on an active subscription; branch by product size and order cadence.

Cadence (2–3 touches around the predicted depletion date):

• E1 (T-5 to T-7 days): “Running low?” + one-click reorder.
• E2 (T+3–5 days if no purchase): Upsell to bundle or subscribe-and-save.
• E3 (Optional): “We’ll keep your routine on track” + concierge support for sizing/flavors.

Copy skeleton:

• Subject: You’re about a week from empty · Refill in two clicks
• Body: “Most customers reorder around [X] days. Want us to save your settings?”

Pro tip: If subscription LTV is healthy, nudge toward subscribe on E2 with a small perk (free shipping or bonus sample).

6) Winback / Re-Engagement (The “We Miss Your Energy” Flow)

Why it matters: It’s cheaper to re-activate a customer than acquire a new one—but only if you’re targeted.

Trigger: Last purchase 60–120 days (category dependent) OR predictive churn flag.

Filters: Separate one-time purchasers from multi-buyers; suppress if they’ve ignored last 6 sends.

Cadence (3 touches over ~10 days):

• E1: “What changed?”—new arrivals, improved formulas, or reasons to revisit.
• E2: Social proof from their last category + “people like you also bought.”
• E3: Conditional incentive or a choose-your-perk CTA (free ship vs. gift with purchase).

Copy skeleton:

• Subject: Still a match? Here’s what’s new · We kept this ready for you
• Body: “You bought [X] a while ago. Since then, we’ve launched [Y]. Want first dibs?”

Pro tip: Add a 1-click “Not interested” that moves them to a low-frequency segment. Protect deliverability.

7) Back-in-Stock & Price-Drop Alerts (The “Right Place, Right Time” Flow)

Why it matters: Alerts convert because they’re specific and user-initiated. Great for seasonal spikes and limited runs.

Trigger: Subscriber requests a back-in-stock alert OR product price changes.

Filters: Exclude if already purchased that exact SKU/variant; cap sends at 1–2 per variant.

Cadence:

• Back-in-Stock: Send immediately; if it sells through fast, follow with alternatives 24 hours later.
• Price-Drop: Send within 2–6 hours of change; follow with “last chance” if inventory dips below a threshold.

Copy skeleton:

• Subject: It’s back: [Product/Variant] · The price moved on [Product]
• Body: Photo, size/variant chips, single CTA, inventory badge (“Limited run, ~200 left”).

Pro tip: If you run tight inventory, reserve a small pool for alert subscribers for 12–24 hours. Builds trust.

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Flow-By-Flow Content Blueprints (Copy You Can Plug In)

Use these mini frameworks to keep the tone human and conversion-minded.

• Welcome E1 opener:
• “You don’t need another ‘nice to meet you’ email. Here’s what we actually do for you in under 20 seconds…”
• Cart E1 opener (plain style):
• “Quick one—your cart with [Product A] and [Product B] is still open. Questions? Reply here, a human will answer.”
• Browse E1 opener:
• “When people hesitate on [Product], it’s usually one of three things: fit, feel, or shipping. Here’s the 30-second version.”
• Post-Purchase how-to:
• “Day 1: unbox. Day 2: test the routine. Day 7: results kick in. Reply with ‘help’ if anything feels off—we’ll adjust.”
• Replenishment E1 opener:
• “Your [30-day] supply is almost up. One click below repeats your exact order. No login gymnastics.”
• Winback E1 opener:
• “You picked great taste last time. Since then? New [flavor/scent], faster shipping, and a better [ingredient]. Sneak a peek.”
• Back-in-Stock opener:
• “We pulled a few aside for the waitlist. If your size sells out again, we’ll message the next drop first.”

Timelines: What to Send When (Sane Defaults)

• Welcome: E0 instantly, then 1d, 3d, 6d, 10–14d
• Cart/Checkout: 1–1.5h, 20–24h, 48h
• Browse: 1–4h, Day 2–3, Day 4–5
• Post-Purchase: Instant, +2d, +5d, +7–10d (review), +10–14d (cross-sell)
• Replenishment: −5 to −7d, +3–5d
• Winback: 60–120d idle, then Day 0, Day 4, Day 10
• Back-in-Stock/Price-Drop: Immediate, optional +24h alternatives

Segments to Build Once and Reuse Everywhere

• Prospects (no orders) vs. Customers (≥1 order)
• VIPs: Top 10–20% by revenue or 3+ orders
• Category cohorts: Skincare vs. apparel vs. consumables
• Discount-sensitive vs. full-price buyers
• Dormant subscribers: No opens in 60–90 days (protect your domain)

What to Measure (And What “Good” Looks Like)

• Placed Order Rate (flow level): The truest signal. Welcome and Cart should lead the pack.
• Click-to-Purchase Lag: If people click but don’t buy, fix your PDP and shipping experience.
• Unsubscribe Rate: >0.5% means mis-matched intent or too many touches.
• Revenue Attribution: Look at both “last touch” and “flow-through” (e.g., Welcome drives search-led conversions later).

30-Day Rollout Plan (If You’re Starting From Zero)

Week 1: Pop-up + Welcome live. E0–E2 only.

Week 2: Cart/Checkout + Browse. Fix onsite “Return to cart” links.

Week 3: Post-Purchase + Review request (wire to your reviews app).

Week 4: Replenishment for top 5 SKUs + Winback baseline. Add Back-in-Stock.

Ship it imperfect, then iterate. Flows compound.

Want This Done Right the First Time?

Out Brand Them’s Klaviyo Starter Kit sets up the five core revenue flows (Welcome, Cart/Checkout, Browse, Post-Purchase, Winback) plus your pop-up and two reusable templates, wired to your products, reviews, and analytics—then we layer Replenishment and Back-in-Stock as phase two. If you want a team that builds for conversions and keeps the tone human, this is the move.

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