Paid ads get the attention, but the cheapest sale you'll ever make is to someone who already knows you. If your email flows aren't set up, you're paying full price for every customer, every time.
You don't need twenty automations. Start with these three.
1. Welcome flow
This is for people who sign up but haven't bought. They're interested, but not sure yet.
- Email one: deliver what you promised at sign-up, and say who you are in a sentence.
- Email two: show your best sellers and why people buy them.
- Email three: answer the doubts that stop people buying, with reviews, guarantees and delivery times.
2. Abandoned cart flow
These people were one click away. Usually something small got in the way: price, shipping, or just life.
- Send the first reminder within a few hours, with the product front and centre.
- Use the second email to handle the most common objection, not to discount straight away.
- Save any incentive for the last email, so you're not training people to wait for a code.
3. Post-purchase flow
This is the one most brands skip, and it's where repeat revenue comes from.
- Say thank you and set expectations for delivery.
- Help them get the most out of what they bought, so they're happy when it arrives.
- Ask for a review, then suggest the natural next purchase.
Your flows also feed your ads. When Moustache set up these three flows, we also used their Klaviyo customer data to build better Meta audiences. Together with a new creative approach, the new customer campaign went from 0.81× to 4.1× ROAS.
A quick check
Open your email platform and look at what's live. If any of these three is missing or hasn't been touched in a year, that's your next job, before you raise your ad budget.