Top 9 email flows that bring in revenue for online stores

We at Hertwill have seen thousands of online stores up close. Enterprise to solo shops. These are still the email flows that make the most money:

1. Browse abandonment (low conversion, high open rate)

2. Cart abandonment (1 to 3 emails; still a killer)

3. Welcome flow (with a discount or gift)

4. Wishlist price drop (awesome)

5. Wishlist low stock alert (FOMO works)

6. Back in stock (works great for my own shoe store)

7. Post-purchase upsell or cross-sell

8. Reorder or restock (supplements etc)

9. Birthday discount (even 10-15% can do wonders)

And if you add personalised product recommendations to these flows, you get them on steroids.

We’ve often seen online stores chase some kind of silver bullet that will magically fix everything, but most of the time it’s still the proven basics piling up that actually move the needle. The fancy new “silver bullets” are tempting though, and it’s easy to skip the basics and reach for the next shiny thing.

You need to collect emails in your store, and you need at least some of these flows. Use Klaviyo, Mailchimp, Omnisend, whatever. They all support email flows and they’re easy to set up.

In the end, boring fundamentals still beat the shiny stuff every single time.