Best 10 E-commerce Brands Email Flows

Best 10 ecommerce brands email flows, one question marketers often ask is: What are the best email flows that top ecommerce brands use to boost engagement and revenue? The answer lies in a combination of smart automation, personalized timing, and data-driven storytelling. 10 best ecommerce brands email flows—like Nike, Sephora, and ASOS—don’t just send random newsletters. They use carefully crafted email flows that guide customers through every stage of the buying journey, from onboarding and cart recovery to post-purchase loyalty. These flows build relationships, not just conversions. Let’s explore the 10 best ecommerce brands email flows that you can learn from and apply to your own business.

1. Nike – The Welcome Flow That Motivates Action

Nike’s email onboarding flow is one of the strongest examples of brand-driven engagement. As soon as a user signs up, Nike sends a warm, visually inspiring welcome email featuring motivational messages like “Welcome to the team.”
Their welcome flow typically includes:

• Email 1: Introduction to the Nike brand and app download prompt.
• Email 2: Product recommendations based on gender and interests.
• Email 3: Social proof—featuring top athletes, success stories, or trending items.
  What makes Nike’s flow stand out is its emotional tone and brand consistency. Every message aligns with their mission: to inspire athletes of all levels.

2. Sephora – Personalized Welcome and Loyalty Flow

Sephora’s email strategy focuses on personalization and loyalty. After signing up, customers receive a tailored welcome flow that connects them to the Beauty Insider program—a clever move to encourage account creation and repeat engagement.
Their flow includes:

• Personalized beauty recommendations based on quiz data.
• Reminders of loyalty points and reward tiers.
• Invitations to exclusive product launches or birthday offers.
  By integrating their rewards program into every stage, Sephora turns casual shoppers into loyal brand advocates.

3. ASOS – Abandoned Cart Flow That Feels Natural

ASOS’s abandoned cart best 10 ecommerce brands email flows are a masterclass in tone and design. Instead of sounding pushy, their reminders feel friendly and conversational, often using humor or minimal copy.
The flow includes:

• Email 1: A gentle nudge (“Forgot something?”) with product visuals.
• Email 2: A subtle reminder with urgency (“Your cart misses you”).
• Email 3: Sometimes a discount or “low stock” alert.
  ASOS understands that timing matters—the first reminder usually arrives within 1–2 hours, ensuring the brand stays top of mind without overwhelming the user.

4. Amazon – Multi-Layered Recommendation Flow

Amazon’s recommendation emails are data-driven masterpieces. Their automation relies heavily on browsing history, purchase behavior, and algorithmic predictions.
The flow includes:

• “Inspired by your browsing” product suggestions.
• Follow-up after purchase for related or complementary items.
• Seasonal recommendations tied to user interests.
  The genius lies in their ability to anticipate needs—turning predictive analytics into a personalized shopping experience that feels intuitive, not intrusive.

5. Glossier – Re-Engagement and Brand Storytelling Flow

Glossier uses storytelling as the heart of its re-engagement emails. When customers haven’t interacted in a while, they don’t just send discounts—they send brand emotion.
The flow includes:

• Gentle reminders about bestsellers or restocked favorites.
• Founder notes or behind-the-scenes product stories.
• Subtle incentives like free samples or limited offers.
  Glossier’s tone is conversational and community-driven, which helps bring inactive subscribers back without sounding salesy.

6. Warby Parker – Post-Purchase Education Flow

Warby Parker’s post-purchase emails do more than say “thank you.” They educate customers on how to make the most of their purchase.
Their flow looks like this:

• Email 1: Order confirmation with a human touch.
• Email 2: Shipping updates and unboxing tips.
• Email 3: Style inspiration or “how to care for your glasses.”
• Email 4: Review request after a few weeks.
  This approach deepens trust, enhances customer satisfaction, and often leads to repeat sales and referrals.

7. Brooklinen – Cross-Sell and Upsell Flow

Brooklinen, a premium bedding brand, uses smart post-purchase flows to encourage additional purchases. Once a customer buys a set of sheets, they’ll receive:

• Email 1: Product care and washing tips.
• Email 2: A recommendation for complementary items like duvet covers or pillows.
• Email 3: A referral incentive for sharing the brand.
  These automated upsell flows feel like helpful suggestions rather than hard sells, making them highly effective in increasing average order value.

8. Casper – Educational and Content-Driven Flow

Best 10 ecommerce brands email flows show how to combine content marketing with automation. Instead of pushing discounts, they educate their audience about sleep science and lifestyle improvement.
Their email sequence includes:

• Sleep tips and wellness content.
• Product education on mattresses and bedding.
• Limited-time offers tied to lifestyle improvements (“Upgrade your sleep for fall”).
  This educational approach builds credibility and trust—two crucial ingredients for high-ticket 10 best ecommerce brands email flows items.

9. Allbirds – Sustainability and Brand Value Flow

Allbirds focuses its email marketing around its eco-conscious mission. Their automated flows reinforce brand values at every touchpoint.
Their sequence includes:

• A welcome email that shares their sustainability story.
• Follow-up messages showcasing the materials and innovation behind their shoes.
• Periodic updates about carbon-neutral initiatives and recycling programs.
  By aligning every flow with their purpose-driven narrative, Allbirds strengthens emotional loyalty while driving consistent sales.

10. Dollar Shave Club – Humor and Engagement Flow

Dollar Shave Club is known for its witty, casual brand voice—and their best 10 ecommerce brands email flows mirror that personality.
Their automation includes:

• A fun, witty welcome email (“You’re in. Nice face, by the way.”).
• Reminders about refill schedules or new product drops.
• Engaging reactivation emails with humor and exclusive deals.
  This combination of humor, personalization, and consistency creates a strong connection with subscribers and keeps open rates high.

Bonus: What Makes These Flows Work

Across all these 10 best ecommerce brands email flows, several key patterns emerge:

1. Personalization: From product recommendations to behavioral triggers, each email feels tailored.
2. Storytelling: Brands like Glossier and Allbirds use narrative to strengthen emotional connections.
3. Timing: Automation ensures messages arrive at the perfect moment in the customer journey.
4. Design Consistency: Visual branding, tone, and message flow stay cohesive across all best 10 ecommerce brands email flows.
5. Value Delivery: Whether through education, exclusivity, or incentives, the customer always gains something.

Final Thoughts

10 best ecommerce brands email flows aren’t just about automation—they’re about connection. best 10 ecommerce brands email flows like Nike, Sephora, and Warby Parker show that successful email marketing blends personalization, emotion, and strategy. If you’re building your own 10 best ecommerce brands email flows automation, start with these flows:

• A welcome sequence that sets the tone.
• Cart abandonment reminders to recover lost revenue.
• Post-purchase and re-engagement flows to build loyalty.

By studying how the best 10 ecommerce brands email flows use these flows, you can craft an email strategy that not only sells—but also creates memorable brand experiences.