Email flow
An email flow is an automated sequence triggered by customer behaviour — a welcome series, abandoned checkout reminder or post-purchase follow-up.
Flows run continuously in the background, unlike campaigns which go out once. For most stores, a handful of flows produce a disproportionate share of email revenue.
Start with three: welcome, abandoned checkout and post-purchase. Add browse abandonment and winback once those are earning.
Write flows like a person, not a brand. The abandoned checkout email that asks whether something was unclear outperforms the one that shouts about a discount.