Flow
An automated sequence of messages triggered by specific customer actions or events.
An automated sequence of messages triggered by specific customer actions or events.
Why It Matters
Flows are the revenue engine of email marketing—automated sequences that work 24/7, triggered by real customer behaviors. Unlike campaigns (one-time sends), flows are 'set and optimize'—they continue generating revenue while you sleep. Brands with mature flows typically see 30-50% of email revenue from automations.
Practical Example
Scenario
A supplements brand has 5 core flows: Welcome (4 emails), Abandoned Cart (3 emails), Post-Purchase (4 emails), Winback (3 emails), and Browse Abandonment (2 emails).
Calculation
Each flow triggers automatically based on customer actionsResult
These 5 flows generate 42% of their total email revenue ($380K annually) while requiring only monthly optimization instead of daily campaign work.
Pro Tips
- 1Start with the 'Big 3' flows: Welcome, Abandoned Cart, Post-Purchase—they drive 80% of flow revenue
- 2Set appropriate time delays between flow emails (1-2 hours for cart abandonment, 1-2 days for post-purchase)
- 3Add conditional splits based on customer value, product category, or engagement
- 4Review flow performance monthly but resist over-optimizing—stability often beats constant tweaks
Common Mistakes to Avoid
Frequently asked questions
Put it to work
Related Terms
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7.7x blended return at scale — seven figures attributed, across five straight quarters · Modern Prairie · Apr 2025–Jun 2026 Read the Modern Prairie case study
