The email flows every online store should have (and why many never fire)

The core flows

1. Welcome

Fires when someone subscribes through a form. It's your first impression: who you are, why buy from you and, if you use one, the offer you promised in the pop-up. Besides selling, it does another job: it's the moment an anonymous visitor becomes an identified contact.

2. Browse abandonment

Fires when someone looks at a product and leaves without adding it to the cart. In Klaviyo it's usually built on the Viewed Product event; in Perfit it's called Visit Remarketing or Visitor Recovery. It's the flow that can reach the most people, because far more visitors look at products than make it to the cart.

3. Abandoned cart

Fires when someone adds a product to the cart and doesn't buy. It's the classic, and the one almost every store has. The email shows the product they left behind and gives them a reason to come back: stock, shipping, installments or, if your margin can take it, a coupon.

4. Abandoned checkout

Fires when someone started checkout and didn't finish. It's the highest purchase intent you'll see, so it pays to send it fast. In Klaviyo it's triggered by Started Checkout; in many integrations it's the same flow as "abandoned cart".

5. Post-purchase

A thank-you, how to use the product, shipping tracking and a review request. It's not trying to sell right away: it's trying to make the first purchase go well so there's a second one.

6. Replenishment and inactive customers

If you sell something that runs out (cosmetics, supplements, pet food), a reminder when it's almost time to restock. And for people who haven't bought in months, a win-back flow. Perfit, for example, offers dormant customer recovery automations for Tiendanube.

The detail that decides whether your abandonment flows go out

Look at what triggers each flow. Welcome, post-purchase and replenishment come from something the person already did with their email: they subscribed or they bought. They don't fail.

The abandonment ones —browse, cart and checkout— are different. They come from something a visitor did, and you can only write to a visitor if your email platform knows who they are. Klaviyo's documentation explains that its tracking only records browsers it already recognizes. Perfit's says the automation only sends if the contact is identified: active session, a previous login on that browser, details entered at checkout or a click on a Perfit email.

And that identification gets lost all the time: Instagram's browser doesn't share cookies with anything else, Safari caps cookies created from JavaScript at seven days (as WebKit announced with Intelligent Tracking Prevention 2.1), blockers shut off scripts and people switch devices.

How to know how much your email really brings in

There's no "correct" share of revenue from email that works for every store: it depends on your category, your ticket size and how much paid traffic you bring in. We're not going to make up a benchmark for you. What you can measure is your own gap:

• Abandoned carts vs. flow entries. In the same week, compare the abandoned carts or checkouts your store shows with the people who entered your cart flow. If the difference is large, your problem isn't the copy.
• Revenue per flow, not just the total. Separate what comes from campaigns and what comes from flows. Abandonment flows are the ones that grow the most when identification improves.
• Email next to profit. An email with a coupon can sell and leave you with less margin. Look at email revenue alongside your real costs, not in isolation.

More flows firing, without rebuilding any of them

Escalafy's Email Pixel goes straight at that bottleneck. It's a first-party pixel that processes every event server-side, so it doesn't depend on a script a blocker can shut off or on a cookie Safari deletes after 7 days. When someone has already given you their email —in a purchase, at checkout or in a pop-up— it recognizes them for much longer and across many more visits, and sends every complete event to Klaviyo or Perfit: product viewed, cart, checkout started and purchase.

Your browse, cart and abandoned checkout flows start going out to many more people. Your copy, your discounts and your timing stay the same. On average, that's double the email revenue, and the more abandonment flows you have running, the more it shows.

Escalafy doesn't send emails or add contacts who haven't given consent: it only identifies people who already gave you their email, and your platform keeps applying its own rules. And since it already connects to your email platform, you see that revenue in your dashboard next to your real profit, not in a separate report.