Overview
Email is one of the highest-ROI channels in ecommerce — but only when built on automation. Instead of sending random newsletters, top-performing brands use nurturing flows that work 24/7 to turn subscribers into customers and customers into loyal repeat buyers.
From the first welcome email to the second purchase and beyond, your nurturing system should guide each customer through a thoughtful, personalized experience.
This guide breaks down the full Email Nurturing Checklist used by fast-growing Shopify brands — covering setup, structure, segmentation, and optimization tips for every stage of the customer journey.
Prefer the checklist version? Download the Email Nurturing SOP PDF here
Shortcuts ✂️
- Welcome Series
- Customer Thank-You
- Post-Purchase Sequence
- Bounce-Back Sequence
- Product Review & Cross-Sell
- Repeat Purchase Nurture Series
- FAQ
1. Welcome Series (Nurture)
Your welcome series is the customer’s first impression — and one of the most important flows for generating first-time purchases.
Flow Setup
- Go to Klaviyo → Flows → Create Flow → Welcome Series.
- Connect your signup form or main list as the trigger.
- Ensure tracking + consent settings are correct.
Email Sequence
A strong welcome flow usually contains 3–5 emails:
Email 1 — Immediate
- Thank new subscribers
- Introduce your brand story
- Set expectations
- Offer a first-purchase incentive (optional)
Email 2 — 2–3 Days Later
- Show bestsellers
- Share reviews, UGC, testimonials
Email 3 — 4–7 Days Later
- Provide value: styling tips, recipes, guides, or usage tips
Email 4 — Optional
- Invite subscribers to join your community
- Ask them to set preferences
- Introduce loyalty program
Design & Copy Tips
- Use your brand’s tone + colors
- Personalize content with subscriber name
- Keep paragraphs short
- Include one strong CTA per email
Testing & Optimization
- A/B test subject lines
- Experiment with incentives
- Adjust delays based on open/click behavior
2. Customer Thank-You (Build Loyalty)
This is the first email a customer sees after purchasing — it sets the emotional tone for the entire relationship.
Trigger
- Use the Placed Order event
- Send instantly or shortly after purchase
Segmentation
Use conditional splits to customize
- First-time buyers: Warm welcome + product education
- Repeat buyers: VIP appreciation messaging
Follow-Up
- Add a 5–7-day delay before sending a review request or cross-sell
- Turn on Smart Sending to avoid email fatigue
3.Post-Purchase Follow-Up (Encourage Repeat Purchases)
This sequence deepens trust and guides customers into becoming repeat buyers.
Flow Setup
- Trigger: Placed Order
- Add strategic delays
- Keep transactional emails separate
Email Sequence Design
Email 1 — Order Thank-You (Transactional)
- Purely transactional
- Order details + confirmation
- Ensures deliverability
Email 2 — Usage & Loyalty (1–3 Days Later)
- Thank them again
- Provide helpful resources
- Invite to loyalty program
Email 3 — Review Request (5–7 Days After Delivery)
- Ask customers to leave a review
- Provide direct links
Email 4 — Cross-Sell
- Recommend complementary products
- Use dynamic product recommendations
Optional Email — Setup Instructions
- Send before delivery if product requires setup
Splits & Personalization
- First-time vs returning customers
- High-value customers (VIP messaging)
- Product category splits
Performance Monitoring
Track:
- Review submissions
- Repeat purchase rate
- Click rate on cross-sell suggestions
4. Post-Purchase Bounce-Back (Fast Repeat Purchase)
A bounce-back offer encourages customers to make a second purchase quickly.
Trigger
- Trigger: Placed Order or Fulfillment Event
- Send shortly after order confirmation
Offer Type
- Exclusive limited-time discount (e.g., 10% off next order for 7 days)
- Free shipping offer for the next purchase
Email Content
- Thank customers
- Highlight complementary items
- Reinforce urgency
Segmentation
Offer primarily to:
- First-time buyers
- Lower-value purchasers
Follow-Up
- Send a reminder before the offer expires
- After expiration → move customer into regular nurture flow
5. Product Review & Cross-Sell (Social Proof + AOV Growth)
Trigger
- Trigger: Placed Order
- Delay based on delivery (7–10 days after shipping)
Email 1 — Review Request
- Ask customers to review their purchase
- Explain why reviews matter
- Provide links to review platforms
Email 2 — Cross-Sell
- Highlight complementary products
- Use personalized recommendations
- Send only to those who didn’t return or refund
Incentives
- Offer loyalty points or contest entry (if allowed by your platform)
Segmentation
- Recommend products based on:
- Category
- Spending level
- Previous behavior
Follow-Up
- Send 1 reminder if review not completed
- Limit to one reminder to avoid annoyance
6. Repeat Purchase Nurture Series (Increase LTV)
This flow encourages customers to reorder within their typical buying cycle.
Identify Target Segment
- Customers who placed one order in the last 30–60 days
- Exclude customers with multiple past orders (move to VIP flows instead)
Flow Structure
Email 1 — Appreciation + Tips (2–5 Days After Purchase)
- Thank them
- Provide usage tips
- Encourage following on social media
Email 2 — Product Education
- Give deeper insights
- Share tutorials and UGC
- Introduce complementary items
Email 3 — Loyalty & Social Proof
- Promote loyalty program
- Share customer stories
Email 4 — Incentive to Re-Order
- Offer small discount or free gift
- Add easy one-click reorder CTA
Optimize Timing
- Use typical reorder cycle (e.g., 30, 45, 60 days)
- Schedule final email during repurchase window
Personalization
- Segment by category purchased
- Use conditional splits for high-value customers
Monitor Results
Track:
- Repeat purchase rate
- Revenue per recipient
- Flow engagement
FAQ
How many nurturing flows should a brand have?
At least five — Welcome, Thank-You, Post-Purchase, Review Request, and Winback/Repeat Purchase.
How far apart should emails be?
Typically 1–3 days depending on the flow.
Do nurturing flows need discounts?
Only selectively — bounce-backs and re-order prompts.
Should I add SMS?
Yes. SMS pairs well with Welcome, Cart, and Post-Purchase.
Build Your High-Converting Email Nurture System
You now have the complete blueprint to build an automated nurturing system that converts new subscribers, retains customers, and increases lifetime value.
At NANO, we build full lifecycle systems that help ecommerce brands scale with data-driven strategies, email flows, and conversion optimization.
If you’re ready to level up your retention strategy, book a free strategy call with our team today.