Welcome flow, three emails
Email 1, the founder hello
- Subject, "[Founder name] here, quick hello"
- Body, 80 to 120 words. Why the brand exists, one product callout, one CTA.
Email 2, the proof point
- Subject, "What [first product] actually does"
- Body, one customer story, one metric, one CTA.
Email 3, the offer
- Subject, "Your welcome offer, expires in 48 hours"
- Body, the offer, the deadline, the CTA.
Dormant cart abandonment, three emails
Email 1, the gentle nudge at 1 hour
- Subject, "Forgot something?"
- Body, the cart contents, the CTA back.
Email 2, the social proof at 24 hours
- Subject, "What other customers said about [product]"
- Body, three short reviews, the CTA.
Email 3, the soft incentive at 72 hours
- Subject, "Free shipping on us"
- Body, the offer, the CTA, the deadline.
Post purchase, three emails
Email 1, the order confirmation plus expectation
- Subject, "Order [number] confirmed, here is what happens next"
- Body, timeline, tracking, what to expect at delivery.
Email 2, the use guide at delivery plus 2 days
- Subject, "Three things to try with [product] this week"
- Body, three short tips, photos optional, soft cross sell.
Email 3, the review request at delivery plus 14 days
- Subject, "Quick question about your [product]"
- Body, two question options, one click review form.
Reactivation, three emails
Email 1, the soft check in at 60 days dormant
- Subject, "Has it really been two months?"
- Body, what is new, no offer, single CTA back.
Email 2, the curated picks at 90 days dormant
- Subject, "Three things we picked for you"
- Body, three product cards, low pressure CTA.
Email 3, the win back offer at 120 days dormant
- Subject, "We saved you 20 percent off, expires Sunday"
- Body, offer, deadline, single CTA. After this, suppress the address.
30 percentLTV lift, blended average
Subject line patterns that hold open rates
- Pose a question. "Has it really been two months?"
- Use a number. "Three things to try with [product] this week."
- Use the recipient's first name in body, not subject. Subject manipulation triggers spam filters.
- Avoid all caps and exclamation marks.
- Lowercase first word feels personal, capital first word feels corporate. Pick by brand voice.
Frequently asked
Quick answers
- Can I copy these into Klaviyo or Customer.io directly?
- Yes. Map each email to a flow trigger. Welcome runs on subscriber created. Dormant cart on cart updated. Post purchase on order placed. Reactivation on no engagement for 60 days.
- Should I personalize the subject line?
- Sparingly. Email service providers flag heavily personalized subject lines as suspicious. Use first name in the preview text or body, not the subject.
- How often should I send to my list?
- DTC, twice a week to engaged segments. B2B, once a week to engaged. SaaS, lifecycle triggered plus a monthly newsletter. Suppress addresses with no engagement in 90 days.
- What is a healthy open rate in 2026?
- 30 to 45 percent for engaged segments. Apple Mail Privacy Protection inflates open rate, so weight click rate equally. Click rate above 3 percent is healthy.
- Should I use AI to write these emails?
- Use AI for variants and subject line testing. Keep the core templates human written so they hold the brand voice. Combine the two with a QC layer.