The 4 Email Flows Every Singapore E-commerce Store Needs to Set Up
Automated email flows — not campaigns — are where e-commerce revenue is made. Four flows account for 30–40% of email revenue for most stores. Start with the welcome flow.
Most Singapore e-commerce owners send the occasional newsletter and wonder why email revenue is low. The answer is almost always flows — automated sequences that run based on customer behaviour, not what you remember to send. This guide covers the four flows that drive the most revenue.
Flows vs campaigns
A campaign is a one-time email you send manually — a sale announcement, new product, seasonal promotion. A flow is an automated sequence triggered by a customer action. Flows run forever after setup. For most stores, flows generate 30–40% of email revenue with almost no ongoing effort.
Flow 1: Welcome series (highest priority)
Triggered when someone subscribes. Purchase intent is highest in the first 24–48 hours after signup.
| Timing | Goal | Discount? | |
|---|---|---|---|
| Welcome | Immediately | Deliver lead magnet, introduce brand | Optional welcome offer |
| Brand story | Day 1 | Build connection — origin, values, why you exist | No |
| Best-sellers | Day 3 | Show most popular products | No |
| Social proof | Day 5 | Reviews, testimonials, user photos | No |
| Last chance | Day 7 | Urgency on welcome offer if unused | Yes |
Flow 2: Abandoned cart (very high ROI)
70% of carts are abandoned globally. A 3-email sequence typically recovers 5–15% of that revenue.
| Timing | Angle | Discount? | |
|---|---|---|---|
| Reminder | 1 hour after | Simple reminder — no pressure | No |
| Social proof | 24 hours after | What other customers say about the product | No |
| Incentive | 72 hours after | Last chance — limited discount | Yes (10%) |
Customers learn your behaviour. Immediate discounts train people to abandon carts intentionally to wait for the code. Only offer incentives in the third email.
Flow 3: Browse abandonment
Triggered when someone views a product page without adding to cart. One email, sent 24 hours later, showing the product and similar items. No discount. Requires Klaviyo or a platform with product view tracking — Mailchimp basic plans can't do this.
Flow 4: Win-back series
Targets customers who haven't purchased in 90–180 days. 3 emails: "we miss you" → "here's what's new" → final re-engagement offer. After the sequence, suppress non-engagers from campaigns — they damage your deliverability.
Klaviyo vs Mailchimp for Singapore stores
Under S$5,000 revenue/month: Mailchimp is fine for basic welcome and cart flows. Above that threshold, Klaviyo's segmentation and Shopify integration pays for itself within 60 days.
We set up Klaviyo flows for Singapore e-commerce stores. Book a free call.
Get your free growth plan