Welcome 1: "Welcome, [First Name]"

Trigger: Immediately on signup

Goal: First impression + brand story + the discount hook

Subject line: "Welcome, [First Name]"

• Eyebrow: "You're officially part of the family"
• Our Story section — 2 short paragraphs on who you are and why the brand exists
• 3-column collection/category preview with "Shop Now" links
• Big discount block: code, %, no expiration, CTA button

Why it works: Leads with story, not sales. By the time the discount appears, the reader already has an emotional reason to care.

Welcome 2: "Find Your [Category]"

Trigger: 2–3 days after signup

Goal: Move a new subscriber from "I got a discount code" to "I know what to buy"

Subject line: "Find Your [Category]" (e.g. "Find Your Scent")

• Eyebrow: "[Number] collections. One for every need."
• 3-way visual split across your core collections, each with a one-line vibe descriptor
• Close with a reminder of the still-active welcome code

Why it works: Removes "too many choices" friction by segmenting your catalog into clear buckets.

Welcome 3: "What Everyone's [Verb]ing Right Now"

Trigger: Day 4–5

Goal: Social proof — let bestsellers and reviews do the convincing

Subject line: "What everyone's [burning/wearing/using] right now"

• Featured bestseller (large) + 2 smaller bestsellers side by side
• One pulled customer quote styled as a pull-quote
• Trust line referencing total review count

Why it works: No discount pressure — by email 3 the reader has seen the discount twice; this email's job is trust.

Welcome 4: "Still Thinking It Over?"

Trigger: Day 6, final email

Goal: Convert the subscribers who opened but never purchased

Subject line: "Still thinking it over?"

• Empathy line: "We get it — sometimes it takes a minute."
• Restated offer block: discount %, code, no expiration
• 3-product inspiration row to remove the "what do I buy" barrier

Why it works: Pairs permission ("no rush") with removing the last real barrier: what to buy.

Cart Abandonment 1: "You Left Something Behind"

Trigger: 1 hour after cart action

Goal: Simple, no-pressure reminder — assume good faith

Subject line: "You left something behind…"

• Dynamic cart contents block (item, qty, price)
• One short brand-story paragraph for warmth
• CTA: "Complete My Order" linking to saved checkout

Why it works: No discount yet — removes friction and adds warmth while intent is still fresh.

Cart Abandonment 2: "Still Thinking It Over?"

Trigger: 24 hours

Goal: Add scarcity now that goodwill alone hasn't converted

Subject line: "Still thinking it over?"

• Dynamic cart contents block, labeled "Reserved for You"
• Scarcity banner: small batch / limited availability
• One customer testimonial with star rating

Why it works: Shifts tactics from goodwill to gentle urgency.

Cart Abandonment 3: "Last Chance + [X]% Off"

Trigger: 72 hours

Goal: Close it out — the only email in this arc with a discount

Subject line: "Last chance — [X]% off your cart"

• Discount banner at the very top, before anything else
• Coupon box: code, dashed border, "expires in 48 hours"
• Personal sign-off from the founder(s) by name

Why it works: Warmth → scarcity → discount, in that order. Leading with the discount trains customers to always wait for one.

Browse Abandonment 1: "Still Thinking About It?"

Trigger: 1 hour after view

Goal: Lower-intent than cart abandonment, so the ask is smaller

Subject line: "Still thinking about it?"

• Dynamic product card (image, name, price) from the browse event
• One brand-story paragraph
• CTA: "View This [Product]" — no discount

Why it works: Removes friction and adds brand warmth while intent is fresh, without overselling.

Browse Abandonment 2: "Others Are Loving It"

Trigger: 24 hours

Goal: Social proof does the persuading instead of the brand

Subject line: "Others are loving it."

• Same dynamic product card
• 3 short review cards: star rating, quote, first name + "Verified Buyer"
• Soft scarcity line

Why a separate flow from cart abandonment: sending the same urgency to low-intent browsers wastes your best offer on people who need it least.

Post-Purchase 1: "Your Order Is Confirmed"

Trigger: Immediately after purchase

Goal: Reassure and delight — not sell

Subject line: "Your order is confirmed!"

• Order summary block: order #, date, total, ship-to city/state
• "A Note From Us" — 2 short paragraphs of brand gratitude, styled as a distinct section
• 4–5 care-tip bullets specific to your product
• Social tag prompt

Why it works: This is the highest-open-rate email in your program. Use it for genuine connection, not a pitch.

Post-Purchase 2: "How's Your [Product]?"

Trigger: 14 days after purchase

Goal: Support-first check-in, with a reorder or review nudge

Subject line: "How's your [product]?"

• Warm, low-pressure subhead + reflective opener
• Support line: "If anything wasn't quite right, just reply."
• Reorder section with usage-lifespan framing (or a review-ask block instead)

Why it works: Support-first framing before any ask. The review variant can do double duty if you don't have a standalone review flow.

Review Thank-You + Incentive

Trigger: After a review is submitted

Goal: Reward the behavior you want repeated

Subject line: "A little thank-you"

• Genuine appreciation line — why reviews matter to a small business
• Discount code box: code, % off, "your next order"
• Footer catch-net line for anyone who got the email without reviewing yet

Why it works: Framed as gratitude, not a transaction — the discount reads as a thank-you, not a bribe.

Global rule: cap one flow email per day. If a subscriber qualifies for two flows the same day, cap sends per day at 1 (Klaviyo: Smart Sending). Priority when there's a conflict: Cart Abandonment > Browse Abandonment > Post-Purchase > Welcome. Recovering a sale in progress always wins.

1. Welcome Series — trigger: new subscriber joins list

Exit the whole flow on "Placed Order."

2. Cart Abandonment — trigger: added to cart, no order follows

Only recovery flow that carries a discount — hold it for email 3.

3. Browse Abandonment — trigger: viewed product, no cart/order follows

Exits into Cart Abandonment if they add to cart later.

4. Post-Purchase — trigger: placed order

5. Review Request — two ways to trigger

• Option A (with a review-platform integration): send immediately after the "Review Submitted" event.
• Option B (no integration): trigger off "Placed Order," delayed 21–30 days, using the review-ask version of Post-Purchase 2 instead of a separate flow.

Full-Funnel Timeline Example

Day 0 — Signs up → Welcome 1 sends immediately
Day 0 — Views a product → Browse Abandonment 1hr timer starts
Day 0 — Adds to cart → graduates to Cart Abandonment, Browse flow exits
Day 1 — Still no order → Cart Abandonment 2 sends (24hr)
Day 2 — Cart Abandonment 3 sends (72hr, with discount)
Day 3 — Places order → exits Welcome + Cart flows, enters Post-Purchase
Day 17 — Post-Purchase 2 sends → check-in + review ask