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
3 emails
The Welcome Flow: 3 Emails, and the Setting That Breaks Them
The welcome flow is the email sequence that fires when someone joins your list. Its job is the first order, not the fifth. Three emails over a week is the standard shape. The count matters less than one setting that silently skips your best email.
- Trigger
- Added to list, or subscribed to the signup form