Retention
The email and SMS flows every online store should have before running more ads
Updated September 2026 · 10 min read
Paid acquisition without retention means re-buying every customer at full price. These flows recover revenue that already showed intent and turn a first order into a relationship. Build them roughly in this order.
Recovery flows (build first)
Welcome: capture → introduction → product discovery → first purchase. Browse abandonment: product viewed, no purchase, a relevant nudge. Cart and checkout abandonment: added or started checkout, left, a benefit-led reminder back to the same step.
These target existing intent, so they usually have the best return for the least work.
Lifecycle flows (build next)
Post-purchase: confirmation → usage guidance → review request → relevant cross-sell. Win-back for lapsed customers. New-product announcements to people who already bought. Replenishment reminders — only where the product category actually justifies them.
Keep it non-spammy
Relevance and frequency caps matter. A cart reminder is helpful; five are harassment. Segment so people are not pitched what they just bought. Respect unsubscribes and regional messaging rules, especially for SMS.
What to do with this
- Build recovery flows before lifecycle flows.
- Don't add replenishment reminders to categories that don't replenish.
- Cap frequency and segment — one good reminder beats five.