Busy retailers: use 12 essential email and SMS automation flows with copy templates and timing. Welcome, abandoned cart, back‑in‑stock, pickup reminders.
Local retailers are busy, which is why automations belong on your short list of high‑leverage marketing tasks. Email still returns about $36 for every $1 spent according to Litmus, and shoppers abandon roughly 70 percent of carts based on the Baymard Institute’s analysis. SMS adds immediacy too, with click rates commonly in the 20 to 35 percent range and 63 percent of subscribers having purchased from a text within three months, as Attentive’s statistics show. Below is a retailer‑ready kit of 12 must‑have flows, complete with suggested copy and timing you can plug into your stack.
If you want an all‑in‑one path from shelves to clicks, the team at StoreStudio sets up your online store, syncs inventory, integrates local delivery, and builds your brand system so these automations have accurate product and order data from day one.
How to think about timing and compliance
For cart reminders specifically, carriers and the TCPA impose strict rules. The Klaviyo Help Center explains that US brands should use double opt‑in, send only one cart SMS, and deliver it within 48 hours of the trigger, with disclosures in terms and privacy policy (Klaviyo’s compliance guide). For abandoned cart email timing, Klaviyo recommends the first send at 2 to 4 hours after abandonment.
12 essential flows with copy templates and timing
1. Welcome series
Why it matters: First impressions and fast conversions. Omnisend’s 2025 guide notes that automated emails convert far better than broadcasts, and back‑to‑back automations drive a large share of store revenue (Omnisend’s ecommerce guide).
Timing: Immediately after signup, then day 2 and day 5.
Copy starter: Subject: “Welcome to [Brand] + your perk inside”
Body: “Thanks for joining. Here are our bestsellers and a quick guide to sizing. Use code WELCOME10 by Sunday.”
SMS (if opted in): “Welcome to [Brand]. Your 10% code WELCOME10 is live. Shop now: [short link]”
2. Abandoned cart
Why it matters: Baymard pegs average cart abandonment at about 70 percent, making this your highest‑intent rescue opportunity.
Timing: Email at 2 to 4 hours, then 24 hours, then 48 hours. SMS once within 48 hours if compliant per Klaviyo’s guidance.
Copy starter: Subject: “Still want your [Product]?”
Body: “Your items are waiting. Checkout takes under a minute. Free returns make it risk‑free.”
SMS: “You left [Product]. Finish your order: [short link] Reply STOP to opt out.”
3. Browse abandonment
Why it matters: Nudges window shoppers who viewed products but never added them to the cart.
Timing: 12 to 24 hours after the last product view.
Copy starter: Subject: “A closer look at [Category] you viewed” Body: “Customers love these picks. See top reviews and fit tips, plus low‑stock alerts.”
4. Back‑in‑stock alerts
Why it matters: Subscribers asked to be notified and engagement is sky‑high. Omnisend reports back‑in‑stock emails see standout open rates, citing 59.19 percent in its 2025 analysis of automated messages (Omnisend’s ecommerce guide).
Timing: Immediate when inventory updates.
Copy starter: Subject: “It’s back: [Product] in your size”
Body: “Limited quantities. Grab it before it sells out again.”
SMS: “Back in stock now: [Product] in [Size]. Shop: [short link]”
5. Order confirmation and shipping updates
Why it matters: Transactional touchpoints build trust and reduce support tickets while creating subtle upsell space.
Timing: Confirmation immediately, shipping updates on label creation and out for delivery.
Copy starter: Subject: “Order received: #[Number]” Body: “Here’s what you bought, care instructions, and a few add‑ons customers pair with it.”
6. Local pickup readiness and reminders
Why it matters: Click and collect meets modern expectations and prevents abandoned pickups. Shopify includes a Ready for local pickup notification you can customize, as outlined in Shopify’s help documentation.
Timing: Ready for pickup immediately, reminder on day 2, final reminder on day 5.
Copy starter: Subject: “Your order is ready for pickup at [Store]”
Body: “Pickup today until 6 pm. Bring ID and order #[Number]. Need curbside assistance? Reply here.”
SMS: “Ready for pickup at [Store]. Hours today: 10 to 6. Directions: [short link]”
7. Post‑purchase cross‑sell
Why it matters: Relevance is highest right after delivery. Omnisend emphasizes that post‑purchase flows lift lifetime value in its automation guidance (Omnisend’s ecommerce guide).
Timing: 7 to 10 days after delivery.
Copy starter: Subject: “Make the most of your [Product]” Body: “Customers who bought [Product] also love [Accessory]. Quick tips inside.”
8. Review request
Why it matters: Reviews influence first purchases. Klaviyo highlights in its abandoned cart best practices that customer reviews are a top decision driver for new buyers (Klaviyo’s article).
Timing: 7 to 14 days after delivery, adjusted for product usage.
Copy starter: Subject: “How did we do?” Body: “Tell us about your [Product]. It takes 30 seconds and helps local shoppers like you.”
9. Replenishment or refill
Why it matters: Consumables, coffee, skincare, pet supplies and more have predictable reorder windows.
Timing: Based on average use, such as day 25 for 30‑day supply.
Copy starter: Subject: “Running low on [Product]?” Body: “Reorder in one click. Set and forget with subscription to save 10 percent.”
10. Winback or reactivation
Why it matters: Past customers already trust you. Omnisend notes automated flows convert at far higher rates than campaigns, which makes winback series efficient for lapsed buyers (Omnisend’s analysis).
Timing: 60 to 90 days after last purchase, then 7 and 21 days later.
Copy starter: Subject: “We saved your spot at [Store]” Body: “Here’s what’s new since your last visit, plus a personalized pick we think you’ll love.”
11. Price‑drop or sale alert
Why it matters: Converts hesitant shoppers who were price‑sensitive at first view.
Timing: Immediately on price change and again with 24‑hour left reminder.
Copy starter: Subject: “[Product] just dropped in price” Body: “Your wish list item is now [New Price]. Only a few left.”
12. VIP and loyalty
Why it matters: Recognition retains your highest value customers.
Timing: Monthly status update, early access 24 hours before sales, birthday and anniversary triggers.
Copy starter: Subject: “Early access for VIPs starts now” Body: “Thanks for being Gold. Shop new arrivals a day early and enjoy free pickup or delivery.”
What to set up next
Add SMS to high‑intent flows while following the TCPA and carrier guardrails outlined in Klaviyo’s compliance overview.
Track revenue per recipient and conversion lift. Klaviyo’s historical benchmark report shows abandoned cart and welcome flows often lead all automations by revenue per recipient (Klaviyo’s benchmarks).
Ensure your ecommerce stack can trigger these flows reliably. If you are still choosing a platform, Shopify is a proven option for SMB retailers and integrates broadly with email and SMS tools.
If you want a partner to build the storefront, connect inventory, and implement this automation kit without technical hassle, meet StoreStudio. The service is designed for busy shop owners and has helped transform thousands of local retailers with fast launch timelines and ongoing support. When you are ready to get it done, reach out at storestudio.co/contact and browse more tips on the StoreStudio blog.
