MIKA&CO
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Blueprint · free to read

The email flow blueprint: 7 automations that sell

1 · Welcome flow (4 to 5 emails)

  • Email 1 immediately: the code plus the brand in three sentences (why you exist, for whom, what is different).
  • Email 2 (+24 h): bestseller with proof. Reviews, numbers, UGC.
  • Email 3 (+48 h): founding story or mechanism. Why it works.
  • Email 4 (+72 h): objection handling plus code deadline. Loss aversion closes what curiosity opened.

2 · Cart abandonment (3 emails)

  • Email 1 (+1 to 2 h): pure reminder with product image. Half of all abandonments are simple interruptions.
  • Email 2 (+24 h): resolve objections. Reviews, returns, sizing help. No discount.
  • Email 3 (+48 to 72 h): discount only segmented (new customers), otherwise a final reminder with genuine scarcity if it exists.

3 · Browse abandonment (1 to 2 emails)

  • Trigger only on repeat views or a return visit. A single glance is not a signal.
  • Tone like advice: "still thinking about X?" plus alternatives and a help offer.
  • Apply a frequency cap across all behavioral flows.

4 · Post-purchase (3 to 4 emails)

  • Order confirmation with personality: the most opened email of the program.
  • Between purchase and delivery: explain the use, build anticipation, show the community.
  • After delivery: check in with a usage tip, then the review request at the product-logical moment.

5 · Second purchase flow (2 to 3 emails)

  • Window 30 to 60 days after purchase one, where repeat probability peaks.
  • A curated complement to the first purchase instead of a catalogue blast.
  • Metric: 60-day second purchase rate per cohort.

6 · Winback (2 to 3 emails)

  • Segmented by history: a one-time buyer is not a lapsed regular.
  • An occasion instead of a platitude: new product, improvement, personal milestone.
  • Sunset at the end: three non-reactions and the profile leaves the active list.

7 · Restock and wishlist

  • Restock alerts based on wishlist or waiting list convert in double digits.
  • Honesty about units makes the email a scarcity trigger with a real reason.

The blueprint goes live with us in two to three weeks, including segmentation, deliverability basics and the server-side tracking that recovers lost trigger profiles.

What happens next

  1. 1

    Fill in the form

    Five fields, two minutes: company, shop, revenue range, platform, what is going on.

  2. 2

    20-minute intro call

    We find out whether this fits. Shops on our decline list get a decline, not a pitch.

  3. 3

    Phase C starts

    Seven days later you have your baseline, break-even ROAS and the three biggest leaks in euros. Then you decide.

No contract before Phase C. Reply within 24 hours on business days.