The First 3 Email Flows Every Brand Should Have

Because your inbox strategy shouldn’t be an afterthought.

We get it, email marketing can feel like the overlooked middle child of digital marketing. But here’s the truth: it consistently outperforms other channels when it comes to ROI, engagement, and conversions. (Yep, even in 2025.)

And yet, so many brands are still sending random blasts or crossing their fingers with monthly newsletters that no one reads.

At Mae Media, we believe in intentional email marketing. That means building smart, automated flows that work for your brand, even when you’re off the clock. If you're not sure where to start, start here:

The Welcome Flow

This is your first impression. Make it count.

When someone joins your email list, whether from a website form, a lead magnet, or an Instagram freebie, they’re at peak interest. The welcome flow is your chance to introduce your brand, set expectations, and guide them toward their next step.

What to include:

• A warm, brand-aligned welcome message

• An introduction to who you are + what you do

• A soft call to action (shop, follow, explore, etc.)

• Optional: a discount or incentive to convert

  
  

Why it matters

People are most likely to open and engage with your emails right after they subscribe. The welcome flow lays the foundation for a long-term relationship.

The Abandoned Cart Flow

Because life happens and sometimes people need a reminder.

If you sell a product or service online, abandoned cart emails are your low-hanging fruit. These automated nudges recapture lost sales by reminding customers what they left behind and why it’s worth coming back.

What to include:

• A reminder of the item(s) left in the cart

• Clear product images and pricing

• A short, benefit-driven message

• Optional: urgency (limited stock, sale ending)

• Optional: a small discount or bonus

Why it matters

Studies show that abandoned cart emails can recover 10-30% of otherwise lost sales. That’s revenue you’re already almost earning. This just closes the loop.

The Post-Purchase Flow

The sale is just the beginning.

Once someone becomes a customer, the goal is to turn them into a loyal fan. A well-crafted post-purchase flow shows appreciation, sets expectations, and keeps them engaged until they’re ready to buy again.

What to include:

• A thank-you message that feels personal

• Order/shipping info or service details

• Product education or FAQs

• Social proof (reviews, testimonials, community)

• Upsell or cross-sell opportunities (gently)

  
  

Why it matters

Retention > acquisition. It costs far less to keep a customer than to find a new one and a strong post-purchase sequence builds brand love and lifetime value.

Bonus: Don’t Forget the Human

The best-performing emails aren’t just clever flows or fancy automations. They feel human. At Mae Media, we write emails like we’re talking to real people, because we are. Your audience doesn’t want more inbox clutter.

They want connection, clarity, and content that adds value.

Want Help Setting These Up?

We build custom email flows that actually reflect your brand, convert your audience, and integrate seamlessly into your strategy. If you're still sending one-off newsletters and hoping for the best — let’s talk.