GLOBEWICK
Email and SMS Flows Every D2C Store Should Have Live
Every D2C store should have at least six automated flows live: a welcome series, abandoned cart, abandoned checkout, browse abandonment, post-purchase, and win-back. In India, add a COD confirmation flow on WhatsApp or SMS to cut RTO. These flows run in the background and recover sales from traffic you already paid for, which makes them some of the highest-return work a store can do.
The essential flows at a glance
| Flow | Trigger | Messages | Main goal |
|---|---|---|---|
| Welcome | Email or phone signup | 3 to 5 over 7 to 10 days | First purchase |
| Abandoned checkout | Started checkout, no order | 2 to 3 over 48 hours | Recover the order |
| Abandoned cart | Added to cart, no checkout | 2 to 3 over 72 hours | Bring them back |
| Browse abandonment | Viewed products, no cart | 1 to 2 | Gentle reminder |
| COD confirmation | COD order placed | 1 to 2 on WhatsApp/SMS | Cut RTO |
| Post-purchase | Order delivered | 3 to 4 over 30 days | Reviews, repeat order |
| Replenishment | Product running out | 1 to 2 | Repeat order |
| Win-back | No order in 60 to 120 days | 2 to 3 | Reactivate |
1. Welcome series
New subscribers are at their most interested. Use the first message to deliver any promised discount, then tell your story, show bestsellers with reviews, answer common objections (delivery time, returns, ingredients or sizing) and end with a reminder that the offer expires. Stop the series as soon as they buy.
2. Abandoned checkout
This is usually the highest-earning flow, because these shoppers entered their details. Send the first message within 30 to 60 minutes with the exact items and a link straight back to checkout. Use WhatsApp where you have consent, as it is often read faster than email in India. Save any discount for the second or third message, so you do not train shoppers to abandon on purpose.
3. Abandoned cart and browse abandonment
Lighter versions of the same idea for shoppers who never reached checkout. Show the product, add social proof and answer the most likely objection. Keep browse abandonment to one or two messages so it does not feel like you are watching too closely.
4. COD confirmation (India specific)
Cash-on-delivery orders that are refused at the door cost you shipping both ways. A WhatsApp or SMS message straight after a COD order asking the customer to confirm, with an option to switch to prepaid (often with a small incentive), cuts fake and impulse orders before they ship. Read more in our guide to reducing RTO on COD orders.
5. Post-purchase
- Order confirmation and shipping updates, which reduce "where is my order" support tickets.
- How to use the product, sent around delivery, which reduces returns and builds satisfaction.
- Review request, 7 to 14 days after delivery.
- Cross-sell, recommending a product that goes with what they bought.
6. Replenishment
For consumables such as skincare, coffee or supplements, time a reminder for just before the product runs out. If a pack lasts 30 days, send it on day 24 or 25.
7. Win-back
Customers who have not ordered in two to four times your normal repeat interval get a "we miss you" series: what's new, a bestseller, then a time-limited offer. Remove people who still do not engage, which protects email deliverability.
Email, SMS or WhatsApp?
- Email: cheapest, best for longer content, stories and newsletters.
- WhatsApp: highest open rates in India, best for checkout recovery, COD confirmation and order updates. Use approved templates and get opt-in.
- SMS: short, urgent messages. In India, follow DLT registration rules for templates.
What to measure
- Revenue per recipient for each flow
- Recovery rate for checkout and cart flows
- Unsubscribe and spam complaint rates
- Share of total store revenue coming from flows
Flows are one of the biggest retention levers. See 5 retention levers every D2C brand should be using.
FAQ
Which email tool should a Shopify store use?
Klaviyo and Shopify Email both work well. For WhatsApp in India, tools such as Interakt, Wati or Gupshup connect to Shopify.
Should abandoned cart emails include a discount?
Not in the first message. Try a reminder first and add an offer only in a later message if needed.
How many flows should a new store start with?
Start with welcome, abandoned checkout and post-purchase. Add the others once those are running well.
Want these flows built and tested for your store? See our Shopify marketing service.