All 8 flows you need to get 40% of your revenue from email.

If your CAC is not where you want it to be, the easiest and fastest way to improve it is getting 40% of your revenue from email. Flows are the foundation of that number: automations that sell every day without you touching the send button.

Here is the full stack we build for every brand we take on.

1. Welcome flow

Five to eight emails minimum (it can be longer), firing immediately after somebody joins your list. This is your highest-leverage flow because every subscriber passes through it while their interest is at its peak.

2. Site abandonment flow

Two emails: one graphic-based, one text-based email written from the founder. It fires when someone visits the site and leaves without viewing a product. Not the biggest revenue flow of the abandonment family, but it is all extra profit, and it goes straight to your bottom line.

3. Browse abandonment flow

Four to five emails, firing when someone views a product page but never adds to cart. These people usually have more questions, or the product they viewed wasn't quite right and they need more options. This flow answers both.

4. Cart abandonment flow

Five to eight emails, firing when somebody adds to cart but never reaches checkout.

5. Checkout abandonment flow

Five to eight emails, and this is the flow where you go heavy. It can run longer than eight emails, even multiple emails a day, because this is the highest purchase intent a customer will ever have. Add SMS here too (one SMS, which is what compliance allows for this).

6. Post-purchase flow

This one varies the most by brand, but the three jobs we almost always give it:

• Reduce buyer's remorse
• Upsell related products
• Grow your social channels

This is where your customer is happiest, most satisfied, and most excited. You can do almost anything with that moment, so pick the goal that matters most to your brand.

7. Winback flow

Three to four emails, firing when a customer hasn't purchased again in 90 days (or 30, 60, or 120 depending on what you sell). Most repeat sales come from campaigns, but for everyone the campaigns miss, winback is extremely good at getting them back on the site.

8. Sunset flow

The one flow that makes you no money and is still non-negotiable. It fires when someone hasn't opened your emails in about 120 days, asks something like "do you still want these?", and suppresses them if they stay silent. That protects your deliverability and domain health, which protects everything else on this list.

Where this leaves you

Flows are the easiest way to improve your CAC and add profit to an ecommerce brand, and setting up this stack belongs in your top three priorities. It is also exactly the backbone of the results in our case studies: for one jewellery client flows alone produce 64% of attributed revenue, and the VYBES rebuild started here.

Once the flows are live, the next lever is campaign rhythm and list growth, and you track the whole thing with these KPIs.