Flow library
The 12 flows
Trigger, email count, timing, and the one job. Each card is the shape an AI Overview can lift. The blueprints stay at the 12-flow kit.
5 emails
First purchase welcome
Onboard a first-time buyer from stranger to fan. The foundation flow — sets the tone for the entire relationship.
- Trigger
- Order enhancement · Immediate
- Timing
- Immediate to Day 14
3 emails
Returning customer
Acknowledge and deepen the relationship with repeat buyers. Shorter — they already know you.
- Trigger
- Welcome back · Immediate
- Timing
- Immediate to Day 7
3 emails
Product education
Teach the customer how to get full value from what they bought. The most under-used retention lever in DTC.
- Trigger
- Quick start · On delivery
- Timing
- On delivery to Day 10 after delivery
3 emails
Replenishment reminder
Built for anything a customer uses up. Consumption-cycle timed — sends when the customer is actually running low, not on a generic timer.
- Trigger
- Gentle nudge · Predicted run-out minus 5 days
- Timing
- Predicted run-out minus 5 days to Run-out + 7 days
3 emails
Smart cross-sell
Recommend the one product most similar customers buy next. One recommendation, not a carousel of 8.
- Trigger
- The recommendation · 14 days after delivery
- Timing
- 14 days after delivery to Day 28
4 emails
Win-back
Re-engage customers who missed their predicted reorder window. Escalates from warm to incentivized over 30 days.
- Trigger
- We noticed · Predicted reorder + 14 days
- Timing
- Predicted reorder + 14 days to +7 days
3 emails
Subscription conversion
Nudge one-time consumable buyers toward subscribe-and-save. Only activates for products with a subscription option.
- Trigger
- The convenience pitch · 21 days after order
- Timing
- 21 days after order to Day 35
2 emails
Review request
Ask for a product review after they've had time to use it. Timed to product type — 7 days for consumables, 14 for durables.
- Trigger
- Review ask · 7-14 days after delivery
- Timing
- 7-14 days after delivery to +5 days if no review
3 emails
Referral program
Invite happy customers to refer friends. Only triggers after positive engagement signals — not blasted to everyone.
- Trigger
- Referral invite · After 3+ email opens or review submitted
- Timing
- After 3+ email opens or review submitted to On successful referral
3 emails
VIP recognition
Make high-value repeat customers feel valued. Triggers on 3rd order — the inflection point where loyalty solidifies.
- Trigger
- Personal thank you · Immediate on 3rd order
- Timing
- Immediate on 3rd order to On next product launch or restock
2 emails
Delivery follow-up
Quick check-in after the package arrives. Catches problems early before they become returns or bad reviews.
- Trigger
- Did it arrive? · 48 hours after delivery confirmed
- Timing
- 48 hours after delivery confirmed to Day 5 after delivery
3 emails
Returns recovery
Turn a return or refund into a retained customer. Suppresses all other flows and leads with empathy, not selling.
- Trigger
- We're sorry · On refund/return detected
- Timing
- On refund/return detected to +7 days