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Playbook · PDF + copy pack + planner
The eight email and SMS flows a store needs, mapped and written
For online store owners and marketers who want every automated message set up with the right timing, clear offer rules and copy that's ready to paste.
8 flows mapped25 emails + 9 SMS + 3 WhatsAppFlow planner spreadsheetKlaviyo, Shopify, Woo & more
- 8 flows mapped step by step: trigger, filters, timing, channel and when a discount belongs
- 25 emails, 9 SMS and 3 WhatsApp templates, editable, with 2 subject lines for every email
- A flow planner with a discount break-even check and a monthly tracker for every flow
$39One-time · instant download
Eight flows, the timing for each, and the words to send.
- 44-page PDF, Word copy pack and spreadsheet planner
- Works with Klaviyo, Shopify, Mailchimp, Omnisend, AutomateWoo and MailPoet
- Download links by email, yours to keep
- Free updates to this edition
Secure checkout by Stripe. Files arrive on screen and by email the moment you pay.
Sound familiar
A few old automations, and no clear map of what should run
Most stores set up a welcome and a cart email once, then never get back to the rest.
Flows from years ago
We have a welcome email and a cart email from years ago, and I don’t know if they’re any good.
Discounts on every cart
Every guide says to discount in the cart email, and I suspect we’re giving margin away on orders we’d have won anyway.
Three emails in one day
Customers sometimes get three emails from us in one afternoon, because the flows overlap.
Opens, but which sells?
Our open rates look healthy, but I can’t tell which flows actually bring in sales.
Unsure about SMS rules
I’d like to add SMS, but I’m not sure what consent I need or when I’m allowed to text.
Pretty templates, no words
The templates in our email tool look nice, but nobody tells us what to actually write.
30%
of email revenue came from automations, although they were only 2% of email sends, across 150,000 brands.
What you get
A map for every flow, the copy to send, and a planner to run them
Every flow chapter has a flow map, a spec table and a message-by-message plan, and the copy pack follows the same numbering.
The playbook (PDF, 44 pages)
13 chapters, trigger names for 5 email tools, current inbox sender requirements, plain-language SMS and WhatsApp consent, 4 checklists and 2 worksheets.
Copy pack (DOCX, 37 messages)
25 emails with 2 subject lines, preview text, body and button each, 9 SMS versions with opt-out lines, and 3 WhatsApp templates labelled by Meta category.
Flow planner (XLSX, 7 tabs)
Every message timed to your buying cycle, a discount break-even check and offer-test reader, a monthly tracker with flags, and a list health log.
Chapter by chapter
- Why automated flows carry a store's email program
- Before you build: consent, deliverability and honest measurement
- Segmentation essentials and the discount rule
- Welcome flow: from sign-up to first order
- Browse abandonment: a light touch for looking, not buying
- Cart and checkout abandonment: answer the hesitation
- Post-purchase: thanks, how to use it, reviews and the second order
- Replenishment and repeat purchase: arrive just before they run out
- Win-back: bring back lapsed customers without giving away margin
- VIP and loyalty: reward your best customers with access, not discounts
- Sunset and list hygiene: protect the inbox for everyone else
- The timing master calendar
- Measure and improve: the monthly flow review
Look inside
Real pages from the playbook
The free sample is the whole cart and checkout chapter: the two triggers, the objection table and the launch checklist.
After you work through it
What you will have built
- The eight core flows, built in the order that earns first, with every trigger, filter and exit set correctly
- A clear rule for when a discount belongs in a flow, and a way to check whether it paid for itself
- One timing calendar and clear priority rules, so flows stop colliding in the inbox
- SMS and WhatsApp consent collected properly, with texts sent inside sensible hours
- An hour-a-month flow review built on revenue per recipient rather than open rates
From our work
The same segmentation logic we use with clients
These are paid-media projects, not email results. Both appear in the playbook because the same logic carries over to flows.
ONLINE SALES
A 7.28 return in the peak gifting week
A kids learning store brought back people who had already looked, and moved budget to retargeting as the season peaked: the paid version of a cart flow.
ONLINE SALES
The smaller line brought half the orders at twice the return
A home fragrance brand split results by product and found its incense burners outsold the budget they got, which is why the playbook reads cross-sells by product pair.
Is it right for you
Who gets the most from it
Made for you if
- You run a Shopify, WooCommerce or similar store and send email with few or no automations
- You are an in-house marketer who inherited a tangle of flows and needs one clear map
- You are a freelancer who sets up flows for clients and wants a documented standard
Probably not for you if
- Your email tool isn't connected to your store's order and browsing data
- You sell only on marketplaces and can't email buyers, or you run B2B lead generation
- You want designed email templates or legal advice
How to use it
STEP 1
First, about 45 minutes
Read chapters 1 to 3, then fill in your numbers on the Flow inventory tab.
STEP 2
Build in order, 1 to 3 hours per flow
Cart and checkout first, then welcome, then post-purchase, pasting and editing the copy as you go.
STEP 3
The rest of the eight, over 4 to 6 weeks
Browse, replenishment, win-back, VIP and sunset, alongside your normal work.
STEP 4
Every month, about an hour
Log each flow in the tracker and read revenue per recipient, unsubscribes and complaints.
Tool-agnostic: the rules work in Klaviyo, Omnisend, Mailchimp, Shopify Messaging with Shopify Flow, AutomateWoo and MailPoet. The planner works in Excel, Google Sheets and Numbers, with no macros.
Questions
What store owners ask before they download
What format is it, and which tools does it work with?
A 44-page PDF, an editable Word copy pack that also opens in Google Docs and Pages, and an .xlsx planner that works in Excel, Google Sheets and Numbers. The flows are tool-agnostic: every rule works in Klaviyo, Omnisend, Mailchimp, Shopify Messaging with Shopify Flow, AutomateWoo and MailPoet, with a trigger-name table for each tool except Omnisend.
Who is it for?
Online store owners, in-house marketers and freelancers who set up flows. Any store whose email tool receives sign-up, product-view, checkout and order events can build every flow, on Shopify, WooCommerce or another platform.
Do I need SMS or WhatsApp to use it?
No. Every flow works by email alone. SMS and WhatsApp steps are marked as optional, with the consent rules to follow if you add them.
Will the copy sound generic?
Each message is written around a specific job, such as answering shipping and returns questions, timing a reorder or asking for a review, with placeholders for your real policies and proof points. You add your brand's facts, and that's deliberate.
Is the consent section legal advice?
No. It explains common principles such as express consent, opt-out and quiet hours, and points to the rules. Laws vary and change, so check with a qualified adviser where you sell.
How do I receive it?
The download links appear on screen as soon as payment completes, and the same links arrive by email. They keep working, so you can download again later.
Instant download
Start with the flow that earns first
The playbook, 37 ready messages and the flow planner, delivered the moment you pay.
$39One-time · instant download
Eight flows, the timing for each, and the words to send.
- 44-page PDF, Word copy pack and spreadsheet planner
- Works with Klaviyo, Shopify, Mailchimp, Omnisend, AutomateWoo and MailPoet
- Download links by email, yours to keep
- Free updates to this edition
Secure checkout by Stripe. Files arrive on screen and by email the moment you pay.
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