Over the past few years working with Shopify stores, I’ve developed an email marketing system that works around the clock to connect with customers and generate consistent sales. The best part? Once you set it up, it runs on autopilot.
Here’s what we’ll cover in this step-by-step guide: capturing customer leads, building welcome flows, setting up abandoned checkout sequences, and creating post-purchase flows. I’ll show you exactly how to implement this using Omnisend, one of the most user-friendly email marketing tools I’ve found.
Key Points Summary
- Lead capture forms with discount offers convert better than simple newsletter signups
- Welcome flows are your highest revenue-generating sequences (typically 3-email structure)
- Abandoned checkout flows target customers at the most advanced stage of their journey
- Post-purchase flows build loyalty and encourage repeat purchases
- Omnisend offers 24/7 support with typically 3-minute response times
- Multi-step popups reduce friction while still collecting valuable customer data
Why This Email Marketing System Works
Email marketing has become my go-to strategy because it creates a system that works 24/7. Unlike paid ads where you pay for each click, email lets you stay in touch with potential customers without ongoing costs.
The key is building automated flows (also called sequences) that trigger based on customer behavior. Think of your store as having three rooms: a welcome room for new subscribers, an abandoned checkout room for hesitant buyers, and a post-purchase room for existing customers.
Step 1: Capturing Customer Leads
Choosing Your Lead Magnet
Based on what I’ve seen work consistently, here are your options ranked by effectiveness:
- Direct discount offers (10-15% off or fixed amount like $15) - Most effective
- Wheel of Fortune - Fun but depends on brand identity
- Competitions/giveaways - Good for engagement
- Simple newsletter signup - Least effective
I always recommend starting with discount offers because they give visitors a bigger incentive to share their email address.
Form Setup Best Practices
Timing and Behavior:
- Use welcome popups for mobile (most effective)
- Use exit-intent popups for desktop
- Set display after 10 seconds or specific scroll percentage
- Show once per day maximum
Reducing Friction:
- Only ask for email address initially
- Consider multi-step approach: email first, then phone number (optional)
- Add urgency with time or quantity limits
Setting Up Forms in Omnisend
When you create your signup form in Omnisend:
- Choose popup format for maximum visibility
- Set behavior triggers - I prefer 10 seconds after page load
- Configure targeting - exclude existing customers
- Add teaser option - small rectangle appears after popup is closed
- Enable double opt-in if spam is a concern
Pro Tip: Frame your popup as “joining a family” or “VIP club” rather than just collecting emails. This creates a sense of belonging.
Step 2: Building Your Welcome Flow
Your welcome flow will be your highest revenue-generating automation. Here’s my proven 3-email structure:
Email 1: Immediate Delivery (Sent immediately)
- Deliver the promised discount code
- Introduce your brand and what makes you unique
- Keep it personal and welcoming
Email 2: Reminder + Social Proof (2 days later)
- Remind them about the coupon code
- Show best-sellers or featured products
- Include customer reviews or testimonials
Email 3: Urgency + Expiration (1 day after Email 2)
- Mention coupon code expiration
- Highlight favorite collections
- Create urgency without being pushy
Advanced Strategy: Discount Ladder
For customers who don’t convert after the initial sequence, I sometimes add a discount ladder:
- Start with 10% on popup
- Offer 15% in follow-up email if no purchase
Welcome Flow Configuration
Triggers:
- Customer subscribes to marketing
- Subscription source: signup forms only
- First-time subscribers only
Exit Conditions:
- Customer places an order
- Customer starts checkout (moves to abandoned checkout flow)
| Timing | Primary Goal | Key Elements | |
|---|---|---|---|
| Welcome | Immediate | Deliver promise | Discount code, brand intro |
| Reminder | 2 days | Social proof | Best sellers, reviews |
| Urgency | 3 days | Final push | Expiration notice, collections |
Step 3: Abandoned Checkout Flow
This targets customers who’ve shown serious buying intent but didn’t complete their purchase. These people are at an advanced stage of their customer journey.
The 3-Email Structure
Email 1: Gentle Reminder (4-5 hours after abandonment)
- Remind about items left in cart
- No discount yet - just a friendly reminder
- Include product images and details
Email 2: Small Incentive (12 hours later)
- Offer small discount (5% works well)
- Address common objections (shipping, returns, etc.)
- Include customer testimonials
Email 3: Stronger Offer (2 days later)
- Bigger discount or special offer
- Create urgency with limited-time messaging
- Focus on benefits and value
Pro Segmentation Strategy
I like to segment by cart value:
- High-value carts ($100+): Offer direct incentives immediately
- Lower-value carts: Follow standard sequence
This approach helps capture high-value sales quickly while nurturing smaller purchases through the full sequence.
Common Objections to Address
In your abandoned checkout emails, tackle these concerns:
- Shipping costs and timeframes
- Return/exchange policies
- Product quality concerns
- Trust signals (reviews, guarantees)
- Payment security
Step 4: Post-Purchase Flow
This isn’t primarily about generating immediate sales—it’s about building relationships and encouraging repeat purchases.
Email 1: Thank You (1 hour after purchase)
- Personal thank you message
- Shipping and processing information
- Contact details for questions
- Social media follow requests
Email 2: Check-In (2 weeks later, adjust based on shipping time)
- Ask about their experience
- Address any concerns proactively
- Prevent negative reviews by solving problems early
- Reinforce social media connection
Email 3: Cross-Sell (3-4 weeks later)
- Suggest complementary products
- Offer discount for future purchases
- Showcase other collections
- Focus on value rather than hard selling
Important: Timing depends on your processing and shipping times. Adjust delays accordingly.
Essential Technical Setup in Omnisend
Initial Account Configuration
- Brand Assets: Upload logo, set brand colors (I prefer green accent), choose fonts (Poppins works well)
- Social Links: Add all your social media profiles for easy email integration
- Email Templates: Maintain consistent branding across all flows
Flow Triggers and Filters
Welcome Flow:
- Trigger: Subscribe to marketing via signup forms
- Exit: Place order OR start checkout
Abandoned Checkout:
- Trigger: Start checkout (email required)
- Exit: Place order
Post-Purchase:
- Trigger: Place order
- No exit conditions needed
Advanced Features to Explore Later
Once your basic system is running, consider these additional flows:
- Win-back campaigns for inactive customers
- Birthday flows with special offers
- Review request sequences
- Replenishment reminders for consumable products
My Omnisend Setup Recommendations
Why I Recommend Omnisend
After testing multiple platforms, Omnisend stands out because:
- User-friendly interface (easier than most alternatives)
- Affordable pricing compared to competitors
- 24/7 customer support with 3-minute response times
- Advanced features without complexity
- Seamless Shopify integration
Getting Started
Omnisend offers a free trial, and if you use a promotional code, you can get 30% off your first three months. This makes it risk-free to test the platform.
Quick Implementation Checklist
- Set up lead capture popup with discount offer
- Configure welcome flow (3 emails minimum)
- Build abandoned checkout sequence
- Create post-purchase flow
- Test all triggers and timing
- Review email designs for brand consistency
- Enable flows and monitor performance
Common Mistakes to Avoid
Overcomplicating the setup: Start with basic 3-email flows before adding complexity
Asking for too much information: Only request email addresses initially
Ignoring mobile optimization: Most traffic comes from mobile devices
Forgetting exit conditions: Customers should leave flows when they purchase
Using generic messaging: Personalize content and maintain brand voice throughout
What to Expect
Once your system is live, you should see:
- Increased email list growth from popup forms
- Higher conversion rates from targeted sequences
- Improved customer lifetime value
- Reduced reliance on paid advertising
The welcome flow typically generates the highest revenue, followed by abandoned checkout sequences. Post-purchase flows contribute to long-term customer relationships and repeat sales.
Remember, email marketing has an excellent ROI and generates quick results once properly implemented. This system works because it meets customers where they are in their journey and provides value at each touchpoint.
FAQ
How long does it take to set up this complete system?
With the step-by-step process outlined above, you can have all three essential flows running within 2-3 hours. The key is starting simple and improving over time.
What if I don’t want to offer discounts in my popups?
While discounts perform best, you can test other incentives like free shipping, exclusive content, or early access to new products. However, discount offers typically see 2-3x higher conversion rates.
How often should customers see the popup?
I recommend once per day maximum. This gives people multiple opportunities to sign up without being annoying. They can always close it if not interested.
Can I use this system with other e-commerce platforms besides Shopify?
Yes, Omnisend works with WooCommerce and other platforms. The flow logic and email sequences remain the same regardless of your e-commerce platform.
What’s the difference between abandoned cart and abandoned checkout flows?
Abandoned cart triggers when someone adds items but doesn’t proceed to checkout (requires existing email). Abandoned checkout triggers when someone reaches checkout but doesn’t complete purchase (always has email since they filled checkout form).