Email Flow

An email flow is a set of emails that your email platform sends automatically when a shopper does something specific: joins your list, adds to cart and leaves, places a first order, or goes quiet for ninety days. You build the sequence once, set the trigger and the delays, and it runs for every shopper who qualifies.

A flow is not an Email Campaign. A campaign is one message you schedule and blast to a segment on a chosen date, and it is the same message to everyone on it. A flow has no send date at all; it starts from the shopper's clock, so two people can receive email one of the same flow weeks apart.

Flows are usually judged on Revenue per Recipient: flow revenue divided by the number of people who received it. The honest denominator is recipients. The flattering one is emails delivered, which counts a three-email flow three times and roughly thirds your per-email figure, or conversions divided by openers, which quietly drops everyone who never opened. Attribution matters too: a 5-day click window credits the flow with far less than a 30-day view-through window. Pick one denominator and one window, then compare flows only against themselves over time.

An Email Campaign is scheduled by you; a flow is triggered by the shopper. Segmentation decides who qualifies to enter a flow. Send Cadence governs how often anyone hears from you across flows and campaigns together. A Sunset Flow is one specific flow, the one that stops emailing people who have ignored you for months.