In one sentence
Email and SMS flows are automated messages that send when a shopper does something, like signing up or leaving items in their cart, so your store follows up at the right moment without manual work.
Email and SMS flows every store should run
- Welcome series: sends after someone subscribes
- Abandoned cart: sends when a shopper leaves items in the cart
- Browse abandonment: sends when someone views products but doesn't add any
- Post-purchase: thanks, shipping updates, and how to use the product
- Win-back: reaches customers who haven't ordered in a while
Flows vs. campaigns
Campaigns
Flows
When it sends
On a date you pick
When a shopper does something
Who gets it
A list or segment
One shopper at a time
Effort
Every send
Set up once, then tune
How to set up email and SMS flows
Most ecommerce email tools, like Klaviyo, and Shopify's own marketing automations come with templates for the triggers above. Start with welcome and abandoned cart, then add the rest.
SMS needs clear opt-in consent before you send marketing texts. Keep texts short and save the detail for email.
Use what you know about each customer, your first-party data, to time each message, like a reorder reminder sent when the last order is about to run out.
Related terms