Your brand's relationship with customers begins and ends in their inbox.
For DTC brands, email remains the highest-ROI marketing channel available, generating $42 for every $1 spent. Yet most brands still treat email as an afterthought rather than the revenue engine it can become.
The difference between brands that extract maximum value from email and those that don't comes down to one thing: strategic automation through well-designed email flows.
Let's cut through the noise. These five email flows will systematically transform browsers into buyers and first-time customers into brand advocates. Each flow targets a specific moment in the customer journey where engagement potential peaks and revenue opportunities multiply.
1. Welcome Flow: First Impressions That Convert
The welcome flow isn't just a polite introduction; it's a strategic approach. It's your first and best opportunity to convert a curious subscriber into a paying customer.
When someone hands over their email address, they're showing intent. They've opened a door to your brand. How you step through that door determines whether they'll purchase once, multiple times, or never at all.
A well-crafted welcome series is essential for building lasting relationships and maximizing revenue. The data supports this: welcome flows achieve 30-50% open rates and 5-12% conversion rates when executed properly.
Key components of an adequate welcome flow:
Email 1: The Immediate Greeting (sends instantly)
Deliver what you promised (discount code, content, etc.)
Set expectations for what's coming
Include a strong but low-pressure CTA
Email 2: The Brand Story (sends 1 day later)
Share your origin story and values
Highlight what makes your products different
Include social proof from existing customers
Email 3: Product Education (sends 2 days later)
Showcase your best-selling products
Address common objections or questions
Include another incentive to purchase (free shipping, etc.)
Email 4: Social Connection (sends 4 days later)
Invite them to follow you on social platforms
Showcase user-generated content
Ask what brought them to your brand
Email 5: Final Incentive (sends 6 days later)
Create urgency with a time-limited offer
Remind them of their initial discount if unused
Set clear next steps
The welcome series should span 5-10 emails, depending on your product complexity. For higher-consideration purchases, extend the sequence with more educational content.
Remember: this flow establishes the foundation for all future interactions. Make it count.
2. Abandoned Cart Flow: Recover Lost Revenue
Cart abandonment represents the most immediate revenue opportunity in your email arsenal.
The numbers tell the story: abandoned cart flows generate an average revenue per recipient of $3.65, which is 37.74% higher than the second-highest performing flow. For top-performing brands, this number can reach nearly $29 per recipient.
When someone adds products to their cart, they've demonstrated high purchase intent. Your abandoned cart flow needs to remove the friction preventing completion.
Key components of an adequate abandoned cart flow:
Email 1: The Reminder (sends 1-2 hours after abandonment)
Simple, friendly reminder that their items are waiting
Clear images of abandoned products
One-click return to cart
Email 2: The Objection Handler (sends 24 hours after abandonment)
Address common purchase barriers (shipping concerns, return policy)
Include customer reviews specific to abandoned products
Offer help or answers to questions
Email 3: The Incentive (sends 48 hours after abandonment)
Provide a time-limited discount or free shipping
Create a sense of urgency (limited stock, offer expiration)
Simplify the return path to purchase
The key to an adequate abandoned cart flow is timing. The first email should arrive within hours, not days. Each hour that passes reduces the likelihood of recovery.
Pro tip: Test different incentive structures to find the most effective one. Some brands find that free shipping converts better than percentage discounts, while others see the opposite. Let data guide your approach.
3. Post-Purchase Flow: Turn One Purchase Into Many
The moment after purchase represents peak customer satisfaction. They've committed to your brand, their anticipation is high, and they're most receptive to further engagement.
Yet most brands squander this opportunity with transactional confirmations and shipping updates alone.
Post-purchase flows are critical for retention because the moment of purchase represents the highest degree of intent brands can get from consumers. The key is how you nurture that customer to become a repeat purchaser.
Key components of an adequate post-purchase flow:
Email 1: Order Confirmation (sends immediately)
Express genuine appreciation
Set clear expectations for next steps
Include order details with product images
Email 2: Educational Content (sends 1-2 days after purchase)
Provide usage tips or setup instructions
Link to helpful resources or tutorials
Set expectations for the delivery timeline
Email 3: Shipping Confirmation (sends when shipped)
Provide tracking information
Build anticipation for product arrival
Include complementary product recommendations
Email 4: Check-In (sends 2-3 days after delivery)
Ask about their experience so far
Provide additional usage tips
Address common questions new users have
Email 5: Cross-Sell (sends 5-7 days after delivery)
Recommend complementary products
Explain how additional products enhance their purchase
Include social proof for recommended items
Email 6: Review Request (sends 10-14 days after delivery)
Ask for feedback on their purchase
Make leaving a review simple with direct links
Consider offering an incentive for completed reviews
The post-purchase flow should adapt to your product's usage timeline, for items with more extended consideration periods, space out emails accordingly.
Remember: the goal isn't just satisfaction with this purchase, but setting the stage for the next one.
4. Win-Back Flow: Reactivate Dormant Customers
Every DTC brand has them: customers who make a one-time purchase but never return. These dormant customers represent a goldmine of potential revenue if approached correctly.
Well-executed win-back campaigns typically achieve open rates of 20-30% and conversion rates of 4-8%. This makes them a valuable tool for recovering potentially lost customers with minimal acquisition costs.
The win-back flow targets customers who haven't engaged with your brand in a specific period. For most products, this trigger point is 60-90 days after their last purchase or engagement.
Key components of an adequate win-back flow:
Email 1: The Re-Introduction (sent at 60-90 days of inactivity)
Acknowledge their absence without guilt
Highlight what's new since their last visit
Include personalized product recommendations
Email 2: The Value Reminder (sends 3 days after Email 1)
Showcase your brand's unique value proposition
Share positive customer stories or testimonials
Include a subtle CTA to browse new arrivals
Email 3: The Special Offer (sends 5 days after Email 2)
Provide an exclusive "we want you back" discount
Create urgency with a time limit
Make the redemption process simple
Email 4: The Final Attempt (sends 7 days after Email 3)
Last-chance reminder about expiring offer
Ask for feedback if they're not interested
Provide an easy path back to purchase
Personalization is crucial in win-back flows. Reference their previous purchases and browsing behavior to demonstrate that you remember them.
Pro tip: Segment your win-back flows based on customer value. Your approach to reactivating a one-time, low-value purchaser should differ from strategies used for formerly high-value customers.
5. Review Request Flow: Generate Social Proof
Reviews function as both retention and acquisition tools. They reassure existing customers about their purchase decisions while providing social proof that converts new visitors into customers.
A dedicated review request flow generates the social proof necessary to reduce friction in future customer journeys.
Key components of an adequate review request flow:
Email 1: Initial Request (sends 7-14 days after delivery)
Ask specifically about their experience with the product
Make the review process simple with direct links
Set expectations for how long reviewing will take
Email 2: Reminder (sends 3 days after Email 1 if no review)
Gentle reminder about the pending review
Emphasize the value of their feedback
Consider offering a small incentive
Email 3: Feedback Alternative (sends 3 days after Email 2 if no review)
Offer alternative feedback methods (quick survey, reply to email)
Ask if there were issues preventing review completion
Thank them regardless of participation
The review request flow should be product-specific. Adjust timing based on how long it typically takes customers to experience results or form opinions about your product.
Pro tip: For complex products, consider sending usage tips before requesting reviews. Customers who understand how to use your product properly are more likely to leave positive feedback.
Implementation Strategy
Building these five flows might seem overwhelming, but you don't need to implement everything at once. Start with the highest-impact flows and expand from there.
Priority order for implementation:
Abandoned Cart Flow (highest immediate ROI)
Welcome Flow (foundation for customer relationship)
Post-Purchase Flow (capitalizes on peak satisfaction)
Review Request Flow (generates social proof)
Win-Back Flow (reactivates dormant revenue)
For each flow, follow this process:
Map the customer journey and identify key touchpoints
Define clear objectives for each email
Create compelling content that drives specific actions
Set up proper tracking to measure performance
Test and optimize based on data
Remember that these flows aren't "set and forget" assets. They require ongoing optimization based on performance data.
Measuring Success
Each flow should be evaluated on metrics that align with its purpose:
Welcome Flow: Conversion rate from subscriber to first purchase
Abandoned Cart Flow: Recovery rate and revenue per recipient
Post-Purchase Flow: Repeat purchase rate and time to second purchase
Win-Back Flow: Reactivation rate and recovered customer value
Review Request Flow: Review submission rate and sentiment
Track these metrics religiously and test one variable at a time to identify what drives improvements.
The Bottom Line
These five email flows form the backbone of an effective DTC retention strategy. When properly implemented, they create a system that continuously converts browsers into buyers, first-time customers into repeat purchasers, and repeat purchasers into loyal advocates.
For most DTC brands, email-attributed revenue typically ranges from 20% to 30%. With these flows in place, you'll be positioned to reach or exceed those benchmarks.
The battle for customer attention intensifies every day. These automated flows ensure your brand stays relevant throughout the customer lifecycle without requiring constant manual intervention.
Remember: in DTC, growth is forged, not gifted. These email flows are the forge that transforms casual interest into lasting customer value.