Email Flows
Email Flows
What it is: Email Flows are automated, behavior-triggered email sequences designed to nurture leads, recover carts, welcome new customers, and more. They’re the backbone of retention marketing for ecommerce.
Why it matters for ecommerce merchants: Email flows turn passive contacts into active customers. Klaviyo data shows that automated flows drive 29% of email revenue on average for ecommerce brands. With the right timing and segmentation, flows keep your brand top of mind, and in the inbox.
Industry, a. Open Rate, b. Click Rate, c. Revenue per Recipient (RPR)
Beauty & Skincare a. 35% – 40% b. 2.5% – 3.5% c. $0.10 – $0.20
Apparel & Fashion a. 25% – 32% b. 1.5% – 2.5% c. $0.06 – $0.12
Health & Wellness a. 30% – 38% b. 2.0% – 3.5% c. $0.08 – $0.16
Home Goods & Furniture a. 28% – 35% b. 1.8% – 2.8% c. $0.09 – $0.15
Food & Beverage a. 33% – 40% b. 2.5% – 4.0% c. $0.12 – $0.25
Pet Products a. 30% – 36% b. .0% – 3.2% c. $0.10 – $0.20
Sporting Goods a. 26% – 32% b. 1.8% – 2.5% c. $0.07 – $0.13
Toys & Hobbies a. 28% – 34% b. 2.0% – 2.8% c. $0.08 – $0.16
Challenges:
- Designing flows that feel personal, not robotic
- Keeping content fresh and relevant within each sequence
- Managing segmentation without overlap or fatigue
- Measuring attribution and identifying flow drop-off points
