What is an Email Flow?

An email flow is essentially an email that is sent out based on predetermined rules. This article will briefly explain what a flow is and how it can help you increase sales and personalize your online store.

Brief Introduction

An example of a flow could be customers who sign up for a newsletter or join a customer club, and then receive an email with a welcome discount.

Email Flow in Use

Below, we will go through how email flows can be used to send emails via Personalized Shopping.

Example of how to start a flow

A flow starts when a customer joins a segment, which is defined as when they perform an action in the online store or reach a date. The image below shows that a flow should start when a customer has left items in the shopping cart:

Canceling a flow

Once a flow has started, it is important to choose a criterion for canceling the flow. This is especially important for abandoned shopping carts, so you don't continue to "nag" a customer who has already placed an order after the first email.

Tip

The image above shows where you select the action that will cancel the flow - in this example, the "Abandoned Cart" flow will be canceled when the customer places an order in the store.

Conditions

When you add a new step to a flow, one of the options is "Condition".

In the example below, we see a flow for abandoned shopping carts. The condition that is set up checks whether the customer has received an email about the forgotten shopping cart in the last 5 days. This is set up to avoid "spamming" customers with unnecessary reminders.

Wait step

A key function in flow is that you can perform an action and then wait a certain amount of time before the flow continues. This is done by first clicking on the blue plus icon.

See example of condition and wait step below.

Flow in order management

If you choose to have the flow start when the customer places a new order, it is most natural to send an order confirmation first. You can then set up a flow that starts when the order is set to sent, this email contains relevant information about whether the package will be sent or picked up in store/warehouse. A few days later, a separate flow can send an email with an invitation to give a review via Lipscore or Trustpilot.

Read more about flow via order management

Subscribed popup is natural to use as a start if you want to thank a customer who subscribes to the newsletter with a discount code.

Examples of flow

Abandoned cart

Abandoned cart is an email flow that automatically follows up with customers who have added items to the shopping cart without completing the purchase. This flow automatically sends an email to customers who abandon their shopping cart before the purchase is completed.

Discount code when subscribing to newsletter

You can easily send out a discount code to customers who sign up for the newsletter. This is done by creating a discount code in the email that is sent out to customers who sign up for the newsletter via a popup.

Email Flow for Order Management

Read more about flow in order management

What is an Email Flow?