Email automation is the backbone of modern e-commerce marketing. For Shopify store owners using SendX, Flows (also called Automations or Visual Workflows) transform customer actions into timely, personalized email sequences that drive revenue on autopilot.
This guide explains what Flows are, why they're essential for Shopify merchants, and how to build your first automated customer journey.
What are Flows?
Flows are rule-based email sequences that automatically respond to customer behaviors and events. Think of them as "if this happens, then do that" instructions for your email marketing.
Key characteristics:
Event-driven: Triggered by specific customer actions (form submission, purchase, list addition)
Automated: Run 24/7 without manual intervention
Customizable: Combine triggers, actions, conditions, and delays to create sophisticated journeys
In SendX, you build Flows under the Automations section using an intuitive drag-and-drop interface.
Common Flow triggers include:
Contact added to a list
Form submitted
Made a purchase
Abandoned cart
Tag applied
Common Flow actions include:
Start a Drip Sequence
Send a one-time email
Apply or remove tags
Add to or remove from segments
Update custom field values
Why Flows Matter for Shopify Merchants
When you connect your Shopify store to SendX, Flows gain access to rich customer and order data, unlocking powerful automation possibilities:
Store data you can leverage:
New customer registrations
Order confirmations and fulfillments
Abandoned cart events
Purchase history and product interactions
Customer tags and list memberships
Revenue-driving Flow types:
Welcome Series: Convert new subscribers into first-time buyers
Post-Purchase: Request reviews, share care tips, cross-sell complementary products
Abandoned Cart Recovery: Recover lost revenue with timely reminders
Win-Back Campaigns: Re-engage inactive customers
VIP Nurture: Reward repeat customers with exclusive offers
By automating these journeys, you create consistent touchpoints that build relationships and drive repeat purchases all while you focus on growing your business.
Core Building Blocks of Flows
Every Flow consists of three fundamental elements:
1. Triggers (The Starting Point)
What it is: The event that initiates the Flow and determines who enters it.
Examples:
Contact added to "Newsletter Subscribers" list
Form submitted (popup, footer, landing page)
Tag applied (e.g., "Made Purchase," "VIP Customer")
Custom event fired (via Shopify integration or API)
Best practice: Use specific triggers to ensure the right contacts enter the right Flows.
2. Actions (What Happens Next)
What it is: The automated steps executed after the trigger fires.
Common actions:
Start a Drip Sequence: Launch a multi-email series (preferred for complex journeys)
Send Campaign: Send a single email immediately
Apply Tag: Categorize contacts for segmentation
Update Field: Modify contact properties
Add to List/Segment: Move contacts into specific groups
Wait/Delay: Pause before the next action (e.g., "Wait 2 days")
Best practice: Chain multiple actions together to create sophisticated workflows.
Best Practices for Building Effective Flows
1. Start Simple, Then Scale
Why: Complex Flows can overwhelm both you and your subscribers.
Action:
Keep your first Flows to 3-5 steps maximum
Master basic trigger → action sequences before adding conditions
Add sophistication incrementally based on performance data
2. Implement Frequency Caps
Why: Prevent email fatigue when contacts qualify for multiple Flows simultaneously.
Action:
Set account-level frequency caps (e.g., maximum 1 automated email per day)
Exclude contacts who recently received campaigns
Use suppression lists to prevent overlap
3. Test Before Full Deployment
Why: Catch errors and validate the customer experience before launching at scale.
Action:
Create a test segment with 10-20 contacts (including yourself)
Run the Flow and verify all emails send correctly
Check links, personalization tokens, and timing
Only then enable for "All customers" or your target segment
Suggested first Flows to build:
Welcome Series (highest ROI for most stores)
Post-Purchase Thank You (builds customer loyalty)
Abandoned Cart Recovery (recaptures lost revenue)
Shopify Order placed (update's on their order)
How to Create a Shopify Order placed flow using SendX
Next Steps
Now that you understand the fundamentals of Flows, you're ready to build your first automation.