If you’re running an online business and only sending emails when you have a sale, you’re leaving money on the table. Automations are your silent sales team: they work 24/7, nurture relationships, and turn browsers into buyers without being pushy.

Here are the five flows every brand needs — and how to use them properly.

1. Welcome Series – More Than a Tick and Flick

Everyone has a Welcome Series. But are you using it to your advantage, or just ticking the box?

This is your first impression. The moment someone joins your list, they’re curious about who you are and what you stand for. Don’t waste it with a single “thanks for subscribing” email.

Use a 2–3 email sequence to:

• Introduce your brand and your why

• Tell your story — who you are and what makes you different

• Share your hero product or community favourites

• Build trust before selling

Your goal here isn’t just conversion — it’s connection.

2. Abandon Cart – Reignite Curiosity

Not checkout — cart. Klaviyo loves to blend them together (sneaky sneaky), but they’re two very different mindsets.

Your cart abandoner showed interest but didn’t commit. Maybe they were distracted, maybe they’re comparing options. The key? Don’t push too hard too soon.

Your first email should reignite curiosity — remind them what they loved about the product. If they still haven’t purchased after 24 hours, then you can test a small offer or re-share your Welcome discount (if they’ve never ordered before).

Connection first. Conversion second.

3. Abandon Checkout – Build Trust, Not Pressure

Now we’re talking about people who were ready to buy. They added to cart, went to checkout, and then stopped.

At this stage, they don’t need convincing — they need reassurance.

Focus on the trust pieces:

• Fast shipping and delivery timelines

• Multiple payment options (Afterpay, PayPal, etc.)

• Hassle-free returns and refunds

• Genuine testimonials and reviews

If you decide to add an offer, do it strategically in the 2nd or 3rd email — and split it 50/50 so only half your audience receives it. That way, you’re not training your customers to wait for discounts every time they leave a checkout.

4. Browse Abandon – The Secret Weapon

The secret weapon so many brands don’t use. Your customers didn’t add to cart — but they looked. That’s intent.

This flow is your quiet way of saying, “Still thinking about it?”

Keep it light — no discounts or pushy lines. Just a subtle reminder featuring:

• The products they viewed

• A touch of social proof

• A tone that sounds human, not automated

The goal here isn’t a hard sell — it’s to stay top of mind in a genuine, non-intrusive way.

5. Price Drop – Convert When the Moment’s Right

One of the most underrated automations out there.

When a product someone has viewed or favourited drops in price, you’ve got a perfect opportunity to convert. They already showed interest — now it’s just about timing.

Use a price drop flow to:

• Alert customers when a product they viewed is now cheaper

• Reinforce value (without sounding desperate)

• Create urgency in a natural way

Make sure the tone stays helpful, not pushy. This isn’t “we’re slashing prices” — it’s “just a heads-up, your favourite just got more affordable.”

Final Thoughts

Your automations should feel human. Each flow has a different purpose — awareness, reassurance, reconnection — but together, they build real relationships that last beyond one transaction.

If you set these five up properly, they’ll do more than sell — they’ll tell your brand story, earn trust, and bring customers back again and again.