do you have the four?
Four emails make most of the money a small brand's list will ever make, and they run on their own once you write them. Tick what you actually have live in Klaviyo today. Most brands I audit have one and a half.
welcome 3 emails · they just joined
one job: make the first order feel obvious, not discounted.
- a flow sends within 5 minutes of signup (not just the popup's "thanks")
- email 1 names the one product a new person should start with
- there's a second and third email, 2 and 3 days apart
- anyone who buys drops out of the flow automatically
the tell: if your welcome email is just "here's 10% off", you have a coupon, not a flow.
abandoned cart 2 emails · they almost bought
one job: bring them back to the exact thing they left.
- triggers on "started checkout" from your store, not a manual list
- email 1 goes out about 1 hour later and shows the actual cart
- email 1 has no discount in it
- email 2 (a day later) uses one real customer review
the tell: if your cart email says "did you forget something?", rewrite it. they didn't forget.
post-purchase 2 emails · they bought
one job: turn order one into order two.
- something sends after the package arrives (ship time + 1 day), not at checkout
- email 1 shows how to use the product and sells nothing
- email 2 (two weeks later) asks one question and links to reviews
- it's a flow, not your Shopify order confirmation
the tell: this is the one almost nobody has. if you have it, you're ahead of most brands twice your size.
winback 2 emails · it's been a minute
one job: remind a past customer you exist, without guilt.
- triggers at your real reorder window (how long until they'd buy again)
- email 1 shows three things that are new, no "we miss you"
- email 2 asks "should we stop emailing you?" with a real unsubscribe
- anyone who reorders leaves the flow
the tell: a winback built on a discount trains people to wait for the discount.
circle how many of the four are live. 0 to 1: your list is a launch-day prop, and the fix is one afternoon. 2 to 3: you're leaving the easiest money on the table, usually post-purchase. 4: send me a screenshot, i want to see it.
