Pre Purchase Flows: from visitor to buyer

01The customer journey at a glance

Trigger or topic

point in the buying process

Scope

7 flows plus reactive ones

Goal

separate new and existing customers

Each Pre Purchase Flow connects to a different point in the buying process. The order matters, because the further down the funnel, the higher the purchase probability and the more direct your messaging can be:

• Welcome Flow: Newsletter sign-up (entry into the system)
• Active on Site Flow: On the site, but undecided
• Browse Collection Flow: Viewed a category
• Browse Abandonment Flow: Viewed a single product
• Cart Abandonment Flow: Added a product to the cart
• Checkout Abandonment Flow: Almost bought
• Non-Purchaser Flow: 20 days without a purchase

There are also reactive flows such as Back in Stock, Price Drop and Low Inventory. These kick in on specific events.

Important: Every flow must distinguish between new and existing customers. Existing customers already know the brand and need less context, but more purchase incentives.

02Welcome Flow (8 Emails)

Trigger or topic

newsletter sign-up

Scope

8 emails

Goal

trigger the first purchase

Trigger: Newsletter sign-up (e.g. via a pop-up with a discount code)[6]

Goal: Trigger the first purchase and introduce the brand

The Welcome Flow is the highest-revenue flow in almost every e‑commerce account. It reaches contacts at the moment of highest interest. The Emailfy Best Practice relies on 8 emails with a clear escalation:

• Email 1 (immediately): Redeem the discount code (percentage or fixed euro amount)
• Email 2 (day 2): About us, brand, values, socials
• Email 3 (day 4): USPs, reviews, awards, press
• Email 4 (day 6): Discount reminder “only 24h left”
• Email 5 (day 8): Qualitative feedback via Typeform: “Why no purchase?”
• Email 6 (immediately after the Typeform): Founder message or UGC/top reviews
• Email 7 (2 days later): Discount upgrade or special offer (valid for 48h)
• Email 8 (after 2 days): Last Chance

Split logic: After Email 1, the flow checks whether the email was opened or clicked. If not, a repeat email follows: “Your welcome discount is still waiting.”

Typeform feedback: Email 5 is the key. This is where you ask directly why someone hasn’t bought yet. The answers give you objections you can address in Emails 6 and 7.

03Active on Site Flow (8 Emails)

Trigger or topic

on the site, undecided

Scope

8 emails

Goal

activate undecided visitors

Trigger: The user is on the site but hasn’t clicked on a product category or product page[2]

Goal: Activate undecided visitors

The Active on Site Flow has exactly the same structure as the Welcome Flow, only the trigger is different. It catches visitors who browse but don’t take action. Perfect for traffic from ads or organic sources where the user is still undecided.

Important: This flow is usually aimed at existing customers or subscribers who have already signed up. The content is therefore slightly adjusted (e.g. less “About us”, more product highlights).

04Browse Collection Flow (2 Emails)

Trigger or topic

Viewed Collection

Scope

2 emails

Goal

spark product interest

Trigger: Viewed Collection (viewed a category)[3]

Goal: From category interest to product interest

This flow is shorter because the interest is already a bit more specific. Structure according to the Emailfy Best Practice:

• Email 1 (1.5h later): Bestsellers and benefits of the viewed category
• Email 2 (1 day later): Present other categories (cross-category)

Split logic: New customers get more context about the brand. Existing customers who haven’t bought in the last 25 days and haven’t received a Winback/Refill Flow also get the flow, but without USP explanations.

05Browse Abandonment Flow (7 Emails)

Trigger or topic

Viewed Product

Scope

7 emails

Goal

create purchase intent

Trigger: Viewed Product (viewed a product but didn’t add anything to the cart)[1]

Goal: Turn product interest into purchase intent

Browse Abandonment is the step between “just looked” and “added to cart”. This is where the classic escalation logic comes in:

• Email 1 (2h later): Just a nudge: “You looked at [product]”
• Email 2 (22h later): Present 100% of the product (features, use cases)
• Email 3 (1 day later): Discount (percentage or fixed euro amount)
• Email 4 (1 day later): Reminder in support style (text-only, personal)
• Email 5 (2 days later): Typeform: “Why no products in the cart?”
• Email 6 (1 day later): 6 variants depending on behaviour (see below)
• Email 7 (20h later): Last Chance reminder

Email 6 variants (conditional content):

• Offer upgrade or extend the discount by 24h
• Highlight large bundles/sets or expert tips
• Bestsellers: “also frequently bought”
• Support/contact options (VHC, text only)
• Product reviews of the viewed product
• Further objection handling based on Typeform answers

Split logic: As always: new customers vs. existing customers. In addition, the flow splits by top categories vs. remaining products to deliver more relevant content.

06Cart Abandonment Flow (7 Emails)

Trigger or topic

Added to Cart

Scope

7 emails

Goal

complete the purchase

Trigger: Added to Cart (product added to the cart but not bought)[4]

Goal: Complete the abandoned purchase

Cart Abandonment is the best-known flow, but most people set it up wrong. The Emailfy Best Practice uses 7 emails with a clear escalation:

• Email 1 (3h later): Just a nudge: “Your cart is waiting”
• Email 2 (21h later): Present the product’s USPs
• Email 3 (1 day later): Discount (percentage or fixed euro amount)
• Email 4 (3 days later): Reminder
• Email 5 (2 days later): Typeform: “Why not go to checkout?”
• Email 6 (1 day later): 3 variants: offer upgrade / support / objection handling
• Email 7 (20h later): Last Chance (only 4h left)

Why not offer a discount straight away in Email 1?[4] Because otherwise you train customers to wait. Build trust first, then offer the discount.

07Checkout Abandonment Flow (7 Emails)

Trigger or topic

Checkout Started

Scope

7 emails

Goal

convert checkout abandonment

Trigger: Checkout Started (payment process started but not completed)[5]

Goal: Turn the checkout abandonment into a purchase

Checkout Abandonment is the highest purchase intent in the entire funnel.[4] Here the customer is just one click away from buying. The strategy:

• Email 1 (4h later): Just a nudge: “Almost there”
• Email 2 (20h later): Shipping costs, shipping service, payment methods, guarantee/returns
• Email 3 (3 days or 1h later): Free shipping discount (if the cart value is below the free shipping threshold)
• Email 4 (1 day later): Reminder in support style
• Email 5 (3 days later): Typeform: “Why didn’t you complete your purchase?”
• Email 6 (1-2 days later): 5 variants: founder message / USPs+competitor comparison / support / UGC+reviews / offer upgrade
• Email 7 (20h later): Last Chance (only 4h left)

Split by cart value: If the cart value is below the free shipping threshold, Email 3 offers a discount that covers exactly the gap to free shipping. Above it? A different incentive or just a reminder.

08Non-Purchaser Flow (3 Emails)

Trigger or topic

20 days without a purchase

Scope

3 emails

Goal

last chance for a first purchase

Trigger: 20 days after sign-up without a purchase

Goal: Last chance for a first purchase

The Non-Purchaser Flow is the last attempt before the Winback. Structure:

• Email 1 (20 days after sign-up): Address a specific objection (if a Typeform was filled in during the Welcome Flow) or highlight USPs
• Email 2 (3 days later): Discount (percentage or fixed euro amount)
• Email 3 (3 days later): Reminder

Split logic: If a Typeform was filled in during the Welcome Flow, the specific objection is addressed. If not, generic objection handling.

09Reactive flows (Back in Stock, Price Drop, Low Inventory)

Trigger or topic

specific events

Scope

1 to 2 emails

Goal

react to events

These flows react to specific events and usually have only 1-2 emails:

• Back in Stock Flow: Trigger = sign-up for the notification (Subscribed to Back in Stock). Email 1 goes out as soon as the product is back.[7] Email 2 after 2 days if there is no purchase.
• Back in Stock Registration Success Flow: Trigger = sign-up for the notification.[7] Email 1 immediately with alternative product suggestions.
• Price Drop Flow: Trigger = price dropped.[8] Email 1 immediately, Email 2 after 2 days if there is no purchase.
• Low Inventory Flow: Trigger = low stock.[9] Email 1 after 15 minutes with an urgency message.

10Submitted Search Flow

Trigger or topic

search in the store

Scope

1 email

Goal

help searchers find it

Trigger: Search triggered in the store[3]

Goal: The user who searches finds something (hopefully)

An underrated flow. Anyone who searches has a specific purchase intent. Email 1 after 1h 20min: “Did you find what you were looking for?” + dynamic product suggestions based on the search.

11The escalation logic: Nudge → Content → Discount → Reminder → Typeform → Objection handling → Last Chance

Trigger or topic

all major flows

Scope

7 stages

Goal

discount after added value

All major Pre Purchase Flows (Welcome, Browse Abandonment, Cart Abandonment, Checkout Abandonment) follow the same escalation logic:

• Nudge: “You did something”, no hard sell
• Content: Introduce the product/brand, build trust
• Discount: Set a purchase incentive (but only after building trust!)
• Reminder: The discount expires soon
• Typeform: Qualitative feedback loop: “Why not?”
• Objection handling: Based on Typeform answers or generic
• Last Chance: Final urgency push

This structure does NOT train customers to wait. The discount only comes after several emails with added value.

12Flow excludes: why the stronger flow blocks the weaker one

Trigger or topic

two flows at once

Scope

1 to 2 days

Goal

only the most relevant flow

A common mistake: someone is in the Browse Abandonment AND Cart Abandonment Flow at the same time.[1] The result? Duplicate emails, a spammy feeling, poor performance.

Emailfy Best Practice: The flow with the higher purchase probability blocks the weaker one for a set period:

• Cart Abandonment blocks Browse Abandonment for 2 days
• Checkout Abandonment blocks Cart Abandonment for 2 days
• Browse Abandonment blocks Browse Collection for 1 day

This ensures the customer only receives the most relevant flow.

Bottom line: Pre Purchase Flows are the foundation of every e‑commerce email setup. They work around the clock and catch customers at every point in the funnel. The Emailfy Best Practice: clear escalation, new/existing customer splits, qualitative feedback loops and flow excludes. That’s how you turn visitors into buyers.