The 7 Email Flows Every Australian Shopify Store Needs Running Right Now

Email automation is the difference between an email channel that requires constant attention and one that generates revenue while you sleep. For Australian Shopify brands, the 7 flows covered in this guide represent the complete automated email revenue stack — built once, optimised over time, and running 24 hours a day regardless of what else is happening in your business.

These flows work on every major ESP used by Australian Shopify brands: Klaviyo, ActiveCampaign, Campaign Monitor, HubSpot, Mailchimp, and Omnisend. The configuration details differ by platform, but the strategic logic is identical.

Before we go through each flow, a critical point: these flows must comply with the Australian Spam Act 2003. Every automated email sent by these flows is a commercial electronic message and therefore requires valid consent, correct sender identification, and a functional unsubscribe mechanism. We’ll flag the compliance considerations for each flow where relevant.

Flow 1: Welcome Series

What it is: A sequence of emails sent to new subscribers who haven’t yet purchased, introducing your brand and converting them into first-time buyers.

Trigger: New subscriber added to your list (excluding existing purchasers)

When to send: Begin immediately on subscription

Recommended length: 4–5 emails over 7–10 days

The sequence:

Email 1 (Immediate): Deliver the welcome offer. If you promoted a discount or free shipping on your sign-up form, deliver it immediately. Then introduce the brand — one key story, one compelling reason to buy, and a prominent call to action to the store.

Email 2 (Day 2): Brand story email. What does your brand stand for? Why does it exist? For Australian brands, this is often the place to mention Australian-made or Australian-sourced credentials if relevant — local provenance resonates strongly with Australian consumers.

Email 3 (Day 4): Social proof. Customer reviews, star ratings, user-generated content, or press mentions. This email answers the implicit question every new subscriber has: “Can I trust this brand?”

Email 4 (Day 6–7): Product education. Your best-selling product or category, explained. What problem does it solve? What makes it different? How do customers use it? This email speaks to subscribers in the mid-consideration phase.

Email 5 (Day 9–10): Urgency close. “Your welcome offer expires in 48 hours.” Only send this email to subscribers who haven’t yet purchased. In Klaviyo and most ESPs, this conditional split is straightforward to configure.

Australian compliance note: Welcome series emails are sent on the basis of express consent — the subscriber signed up to your list. Ensure your sign-up form language clearly stated that subscribers would receive marketing emails from your brand, not just “updates” or vague ongoing communication.

Revenue expectation: A well-built welcome series should convert 2–5% of new subscribers into first purchasers. For a brand adding 500 new subscribers per month with an AOV of AU$120, that’s AU$1,200–$3,000 in monthly welcome series revenue.

Flow 2: Abandoned Cart

What it is: A sequence targeting subscribers who added products to their cart but didn’t complete the purchase.

Trigger: Cart created, checkout not completed, 1 hour elapsed

Recommended length: 3 emails over 72 hours

The sequence:

Email 1 (1 hour after abandonment): A gentle, helpful reminder. Show the cart contents. No urgency. No discount. Just “here’s what you left behind.” This email converts a meaningful proportion of genuine “I got distracted” abandonments without discounting unnecessarily.

Email 2 (24 hours): Objection-handling email. What stops someone from completing their purchase? Returns and exchanges policy, warranty, sizing guide, product reviews, delivery timeframe. Address the most common hesitations for your specific product category. Australian-specific: mention your Australian-based customer service team if applicable, and be explicit about delivery to all Australian states.

Email 3 (72 hours): Incentive email. If the subscriber still hasn’t purchased after 48 hours, a small incentive — free shipping, 10% off — can close the sale. Conditional: only show the incentive to subscribers who haven’t purchased between Email 1 and Email 3.

Platform notes:

• Klaviyo: Native Shopify cart abandonment tracking. First-class flow builder. Highly recommended.
• Omnisend: Solid cart abandonment with combined email/SMS capability.
• Mailchimp: Requires Shopify integration to be fully connected. Functionality is more limited than Klaviyo.
• ActiveCampaign: Requires site tracking and e-commerce connection but fully functional when set up correctly.

Revenue expectation: A three-email abandoned cart flow typically recovers 8–15% of abandoned cart value, versus 3–5% for a single email. For a brand with AU$50,000 in monthly abandoned cart value, that’s a difference of AU$2,500–$5,000 per month.

Flow 3: Browse Abandonment

What it is: A sequence targeting subscribers who viewed a product page but didn’t add to cart.

Trigger: Subscriber views a product page, no add-to-cart event occurs within 4–6 hours

Recommended length: 2 emails over 24 hours

The sequence:

Email 1 (4–6 hours after browse): Show the product they viewed. Add social proof for that specific product — rating, review count, or a quote. A subtle “you showed interest” approach works better than aggressive “you were looking at this!” language.

Email 2 (24 hours): Alternatives or related products. If they didn’t convert on the specific product they viewed, perhaps they need to see the full range. This email can also include a “you might also like” section featuring bestsellers in the same category.

Platform availability:

• Klaviyo: Excellent native browse abandonment with Shopify
• Omnisend: Available with site tracking
• ActiveCampaign: Available with site tracking
• Mailchimp: Limited browse abandonment functionality
• Campaign Monitor: Requires third-party integration for site tracking

Revenue expectation: Browse abandonment typically generates 40–60% of what an abandoned cart flow generates for the same brand, with zero additional effort once built.

Flow 4: Post-Purchase Series

What it is: A sequence sent to customers after a completed purchase, designed to build loyalty, collect reviews, and drive repeat purchases.

Trigger: Order placed

Recommended length: 4–6 emails over 30–60 days

The sequence:

Email 1 (Day 1–2): Not a duplicate of the Shopify order confirmation — a separate, brand-voice email that warmly acknowledges the purchase, sets expectations about delivery, and builds anticipation. Include Australian delivery timeframe estimates.

Email 2 (Day 3–5, or after delivery confirmation): Delivery check-in. “Your order should have arrived! We hope you love it.” For brands where the unboxing experience is important, this is the moment to mention it.

Email 3 (Day 7–14): Review request. Timed to allow the customer to actually use the product. For consumables, trigger this at the predicted first-use date. For fashion or homewares, Day 10–14 is appropriate.

Email 4 (Day 14–21): Cross-sell email. Based on what they purchased, recommend complementary products. In Klaviyo, this can be personalised using AI product recommendations.

Email 5 (Day 30–45): “How are you going?” Re-engagement email that maintains the relationship, shares relevant content, and keeps the brand top of mind before the customer’s next natural purchase moment.

Revenue expectation: A full post-purchase series generates 8–15% of total flow revenue for most Australian e-commerce brands. It also reduces return rates (through onboarding education) and increases review volume.

Flow 5: Replenishment Flow

What it is: A flow that reminds customers to reorder consumable or regularly replaced products based on a predicted reorder date.

Trigger: Time elapsed since purchase of a consumable product

Best suited for: Supplements, skincare, coffee, cleaning products, candles, food products, razors, contact lenses

How to calculate the trigger timing: The trigger should fire 3–5 days before the product is predicted to run out. For a 30-tablet supplement bottle (one per day), the trigger fires on Day 25–27. For a 30ml skincare serum (90 day supply), trigger fires on Day 85.

The sequence:

Email 1 (3–5 days before predicted reorder): “Time to restock?” — gentle reminder. Show the product, include a direct purchase link, and optionally show a subscription option if you offer one.

Email 2 (Predicted reorder date): “Running out?” — a slightly more urgent reminder. Good moment to introduce a bundle or subscription deal that incentivises the repeat purchase.

Email 3 (5–7 days after predicted reorder date): “Back in stock?” — assume they might have run out and haven’t reordered. Last push with a clear call to action.

Revenue expectation: For supplement and skincare brands, replenishment flows can generate AU$8,000–$25,000+ per month depending on list size and AOV. This is one of the highest-ROI flows available for consumable product brands.

Flow 6: Win-Back Flow

What it is: A sequence targeting customers who haven’t purchased within your brand’s normal repurchase window.

Trigger: No purchase in 90–180 days (varies by brand’s typical purchase cycle)

Recommended length: 3–5 emails over 45 days

The sequence:

Email 1 (Day 0): “We haven’t seen you in a while” — acknowledge the gap, express genuine value in having them as a customer, offer a reason to return (new products, a limited offer).

Email 2 (Day 10): New arrivals or bestsellers — show them what’s changed since their last visit. Sometimes absence is caused by assumed staleness, not actual disinterest.

Email 3 (Day 25): Stronger incentive — your best win-back offer. Free shipping, percentage discount, or a gift with purchase.

Email 4 (Day 35): Urgency email — “offer expires in [X] days”

Email 5 (Day 45): Re-consent / last chance. Under the Spam Act, subscribers who have been unengaged for a long period and whose original consent was inferred (e.g., from a historic purchase) are approaching the boundary of valid consent. This final email should offer a clear option to stay on the list or leave — and should accept the answer gracefully.

Revenue expectation: A well-built win-back flow typically recovers 8–15% of lapsed customers. For a brand with 2,000 customers in the lapsed segment and an AOV of AU$100, that’s AU$16,000–$30,000 in otherwise-lost revenue.

Flow 7: Sunset / Unengaged Subscriber Flow

What it is: A final sequence for subscribers who have shown no engagement (no opens, no clicks) in 180+ days, designed to either reactivate them or remove them from your active list.

Trigger: No email open or click in 180+ days

Why it matters: Every unengaged subscriber in your active list is a deliverability liability. Gmail, Apple Mail, and Outlook’s spam filters are increasingly influenced by engagement signals. Sending to large numbers of unengaged subscribers increases your spam rate and can push active subscriber emails into the promotions tab or junk folder.

The sequence:

Email 1: “Are you still there?” — a direct, warm email asking whether they still want to hear from you. Make it easy to say yes (one click to confirm) and easy to say no (unsubscribe link prominent).

Email 2 (7 days after Email 1, if no engagement): “This is our last email to you” — inform them they’ll be removed from the list if they don’t re-engage. This creates a final urgency moment.

Post-sunset action: Move non-responders to a suppressed segment, not deleted. Suppressed means they won’t receive emails, but their record is preserved for the consent audit trail.

Spam Act compliance note: This flow is particularly important for contacts who joined your list under inferred consent (e.g., historic purchasers) and have never expressed consent. Removing them from active sending is both the compliant and the commercially smart thing to do.

Building and Managing Your Flows

Building all 7 flows correctly — with proper triggers, conditional splits, platform configurations, compliance elements, and Australian-appropriate copy — takes significant time and expertise. Most Australian Shopify brands that attempt to build their own flows end up with two or three live and the rest incomplete.

Excelohunt builds and manages the complete 7-flow automation stack for Australian Shopify brands on Klaviyo, ActiveCampaign, Campaign Monitor, HubSpot, Mailchimp, and Omnisend. We handle everything: strategy, copy (in Australian English), design, build, testing, and ongoing optimisation.

Get your free email audit to see which flows you’re missing →

We’ll show you exactly what’s live, what’s underperforming, and what the estimated revenue gap looks like for your brand.