Oct 17, 2025

Shopify Email + SMS Master Plan: 12 Revenue Flows

Shopify Email + SMS Master Plan: 12 Revenue Flows

Shopify Email + SMS Master Plan: 12 Revenue Flows

Mukesh Prajapati

10+ years of marketing expertise

If you run a Shopify brand and you are not extracting persistent revenue from automated emails and texts, you are leaving thousands on the table each month. The latest platform-wide benchmarks show that automations consistently outperform manual campaigns, and they do it at scale while you sleep. According to Klaviyo’s 2025 industry data, the average revenue per email recipient is about 0.10 dollars while automated flows like abandoned carts and welcome series can generate dollars per recipient, not cents. Their report highlights that automated flows can drive up to 30 times higher revenue per recipient than one-off campaigns, with abandoned cart flows averaging 3.07 to 3.65 dollars RPR in recent analyses. Klaviyo’s 2024 abandoned cart deep dive notes average placed order rates of 3.33 percent for cart flows and a 50.5 percent open rate, with top decile performers achieving even higher conversion and RPR figures.

This master plan compresses what we implement for Shopify-first DTC brands into a pragmatic, 12-flow build order that compounds quickly. You will find specific sequence timing, email and SMS copy blocks, RPR benchmarks to measure against, and compliance guardrails so you scale safely and keep inbox placement strong.


email marketing,  smartphone

Why flows win now

Automation is where margin lives. In an analysis covering more than 23 billion emails, Omnisend found that automated emails generated 41 percent of all email orders while representing only 2 percent of sends, and 88 percent of those automated orders came from welcome, browse abandonment, and cart abandonment series. That same analysis shows automated email conversion rates near 1.9 percent, versus 0.07 percent for typical campaigns, and that automated SMS outperforms SMS campaigns on click and conversion as well.

The RPR gap is equally stark. Klaviyo’s 2025 email benchmarks show average email campaign RPR near 0.10 dollars. Their RPR breakdown article reports averages of 2.65 dollars for welcome series, 3.65 dollars for abandoned carts, 1.07 dollars for browse abandonment, and 0.41 dollars for post purchase flows, with top 10 percent performers often 7 to 10 times higher. On the SMS side, Klaviyo’s 2025 SMS benchmarks place average campaign RPR around 0.11 to 0.12 dollars with average click rates in the 5 to 7 percent range and unsubscribe rates around 1.2 percent. The takeaway is simple. Automate first, then campaign.

Deliverability and attribution realities also push brands toward conversions and clicks. Litmus estimates that over 50 percent of opens now occur on Apple devices with Mail Privacy Protection enabled, which inflates opens and obscures location and open timing. In other words, rely on clicks, conversions, and revenue per recipient as your core success measures, and use open trends only for directional health.


lifecycle map,  whiteboard

The 12 revenue flows to launch first

Below is a recommended build order for Shopify brands. Each flow includes data-backed benchmarks to track, a basic sequence with timing, and concise copy blocks you can adapt. KPI targets assume an average-priced DTC store. Aim to beat these by iterative testing.

1) New subscriber welcome + SMS handshake

Why it matters. Welcome flows are among the highest earning automations. Klaviyo’s RPR analysis places average welcome series revenue per recipient around 2.65 dollars, second only to cart flows. This is a trust-building moment that sets tone, collects zero-party data, and initiates SMS consent.

Sequence and timing. Send email 1 immediately on signup, email 2 after 2 days, email 3 after 5 to 7 days. If the subscriber opted into SMS, send 1 text about 30 minutes after the first email to confirm consent and set expectations.

Copy blocks.

  • Email 1 subject: Welcome to [Brand] + your [incentive].

  • Body highlight: 1 liner value prop, hero social proof, CTA to bestsellers.

  • SMS 1: You are in. Expect 2 to 4 texts per month with drops and early access. Reply STOP to opt out.

Benchmarks. RPR 2.65 dollars average, top decile above 20 dollars. For SMS, target a click rate above 6 percent and unsubscribe below 1.2 percent based on Klaviyo’s 2025 SMS data.

Compliance note. If you collect both email and phone, secure distinct consent per channel and include clear language about frequency and opt out. The CTIA’s best practices specify clear calls to action, confirmation for recurring programs, and honoring STOP in plain language. The TCPA requires prior express written consent for promotional texts and restricts send times, typically 8 a.m. to 9 p.m. local time, with some states stricter.

2) Browse abandonment

Why it matters. People who looked but did not cart are warm. Klaviyo’s RPR table shows browse abandonment around 1.07 dollars per recipient on average.

Sequence and timing. Email 1 after 2 to 4 hours, email 2 after 24 hours with social proof, email 3 after 3 days with alternative picks. Optional SMS if opted in after email 1 for time-sensitive nudges.

Copy blocks.

  • Subject: Still thinking about [product name]?

  • Body: Image of the product viewed, 2 benefits, 1 review, secondary CTA to category.

  • SMS: Saw you checking out [product]. Any questions? Reply HELP and we will assist.

Benchmarks. Aim for click rates above your campaign average and placed order rates near 0.5 to 1.5 percent for this flow. SMS click rates in the 5 to 7 percent range are healthy.

3) Product view abandonment (SKU-intent variant)

Why it matters. Similar to browse but more product-specific. Intercept with variant comparisons, size guides, or compatibility info to clear friction.

Sequence and timing. Email 1 after 2 hours with personalization, email 2 after 48 hours featuring a comparison grid or UGC.

Copy blocks.

  • Subject: The right [product] for [need] you told us about.

  • Body: Two-line differentiator, fit or use guide, short FAQ.

Benchmarks. Measure against browse abandonment. Expect slightly higher CTR due to specificity.

4) Abandoned cart series

Why it matters. This is the highest converting flow in ecommerce. Klaviyo’s cart benchmark report shows average RPR of 3.65 dollars and 3.33 percent placed order rates at the mean, with average opens above 50 percent and clicks above 6 percent. Top performers crush these figures.

Sequence and timing. Email 1 after 2 to 4 hours, email 2 after 24 hours, email 3 after 48 hours with alternatives or support. For SMS, send a single reminder within 24 to 48 hours where opted in. Many carriers and compliance frameworks expect only one SMS cart message per event within 48 hours.

Copy blocks.

  • Email 1 subject: You left something in your cart.

  • Body: Cart summary, free shipping threshold reminder, CTA to checkout.

  • Email 2 subject: Quick question about your cart.

  • Body: Address common objections with a short FAQ or chat link.

  • SMS: Your cart at [brand] is saved. Checkout here: [short link]. Reply STOP to opt out.

Benchmarks. Use Klaviyo’s published numbers as immediate targets. Start with the 3.33 percent placed order rate and 3.65 dollars RPR, and test timing, subject lines, and incentives sparingly.

5) Checkout abandonment

Why it matters. Even higher purchase intent than cart adds. Solve the last mile issues such as payment failures or address validation.

Sequence and timing. Email after 1 hour, then after 20 to 24 hours. SMS only if the user consented and is inside quiet hours.

Copy blocks.

  • Subject: Trouble checking out? We can help.

  • Body: Payment icons, alternative payment options, direct support reply-to.

Benchmarks. Expect placed order rates above cart abandonment. A 5 to 8 percent recovery rate is common in small catalogs with clean UX.

6) Post purchase order and shipping confirmations with subtle cross sell

Why it matters. Transactional engagement is extremely high. Salesforce notes that transactional messages like order and shipping updates can exceed 30 percent CTOR on average, making them prime space for tasteful secondary CTAs.

Sequence and timing. Order confirmation immediately, shipping confirmation on label creation, delivery confirmation day of delivery, usage-tip email 2 to 5 days post delivery.

Copy blocks.

  • Order confirmation footer: You might also like [complementary product] that pairs with your purchase.

  • Delivery email: 3 tips to get the most from your [product], with a link to a how-to.

Benchmarks. Keep primary information front and center and measure assisted revenue. Even a 0.2 to 0.5 dollar RPR in transactional add-ons will compound monthly.

7) Product education and onboarding

Why it matters. Reduce returns, boost repeat use, and get reviews. Education drives retention.

Sequence and timing. Start 2 to 3 days after delivery, then 5 to 7 days later. Add a light SMS nudge only if relevant.

Copy blocks.

  • Subject: 5-minute guide to mastering your [product].

  • Body: Short video or GIF, 3-step checklist, support contact.

Benchmarks. Track repeat purchase rate and support tickets per 1,000 buyers. Aim for decreased WISMR and higher NPS over time.

8) Review and UGC request

Why it matters. Social proof increases conversion across all flows and pages. UGC fuels ads and emails. If you need a primer on UGC that converts, Evolvingo’s playbook on sourcing and scripting is a practical companion.

Sequence and timing. Email 7 to 10 days post delivery for fast-consume categories, 14 to 21 days for slower use. Consider a second attempt with a photo incentive. One informational SMS reminder can help.

Copy blocks.

  • Subject: Mind sharing your [product] take? It helps others.

  • Body: 1 click star selection or direct link to review widget, gallery of peer photos, optional incentive.

  • SMS: Quick review of [product]? It takes 30 seconds. [short link]

Benchmarks. Target a 5 to 12 percent review completion rate depending on product and incentive. Watch for SMS unsubscribe rates staying near the 1 percent average from Klaviyo’s data.

9) Replenishment or reorder

Why it matters. The cheapest order is the repeat order. Map expected product lifecycle and trigger a smart reminder.

Sequence and timing. Start 25 to 35 days after purchase for 30-day supply items, or base on predicted consumption. Email first, SMS the day after for opted-in users.

Copy blocks.

  • Subject: Running low on [product]? Reorder in 2 clicks.

  • Body: Personalized recommendation based on past items, bundle save option.

Benchmarks. Set a reorder rate goal that aligns with your consumption curve. Even a 5 percent capture rate here is significant.

10) Winback/reactivation 30, 60, 90

Why it matters. Dormant buyers are familiar and much cheaper to revive than net new acquisition. Use recency and category memory to bring them back.

Sequence and timing. Send at 60 days, then 90, then 120, adjusting to your typical interpurchase interval. Reserve incentives for the final touch.

Copy blocks.

  • Subject: We saved you something new from [category they bought].

  • Body: New arrivals in their prior category, low-friction CTA, small bounceback if needed.

Benchmarks. Watch placed order rates per cohort. A combined 3 to 6 percent reactivation rate across the sequence is a good baseline for mid-ticket brands.

11) Back in stock and price drop alerts

Why it matters. These are high-intent signals that convert. Let shoppers subscribe on PDP and trigger instantly when inventory or price changes.

Sequence and timing. Trigger email immediately on restock. For price drops, notify within 24 hours and cap frequency.

Copy blocks.

  • Subject: It is back. [Product] is in stock again.

  • Body: Inventory is limited, images, shipping speed reminder, primary CTA.

Benchmarks. Expect conversion rates above campaign baselines and strong RPR relative to list size, often rivaling browse abandonment.

12) VIP and loyalty nurturing

Why it matters. Your best 10 to 20 percent of customers drive a majority of contribution margin. Reward and segment them for early access, exclusive bundles, and referrals.

Sequence and timing. Trigger on thresholds like 3 orders or 500 dollars LTV. Quarterly VIP drops and early-access SMS keep engagement high.

Copy blocks.

  • Subject: VIP early access to [drop name].

  • Body: Short note from founder, limited quantity highlight, private link.

  • SMS: Heads up VIPs. Your early access link is live for 4 hours: [short link].

Benchmarks. Track VIP share of revenue, LTV growth, and referral participation.


Shopify dashboard,  charts

Benchmarks to track and hit

Use these numbers to evaluate and iterate.

  • Email campaign baseline. Klaviyo’s 2025 data places average open rates near 35 to 39 percent and click rates near 1 to 1.5 percent across ecommerce, with average email campaign RPR around 0.10 dollars and placed order rates around 0.08 to 0.11 percent.

  • Automation RPR. Klaviyo’s RPR breakdown shows automated flows at 1.94 dollars average RPR across the board, with welcome at 2.65 dollars, abandoned cart at 3.65 dollars, browse at 1.07 dollars, and post purchase at 0.41 dollars.

  • Abandoned cart specifics. The cart report highlights average open 50.5 percent, click 6.25 percent, and placed order 3.33 percent. Top 10 percent performers hit 65.34 percent opens, 13.33 percent clicks, 7.69 percent order rates, and 28.89 dollars RPR.

  • SMS health. Klaviyo’s 2025 SMS benchmarks show average click rates near 5 to 7 percent, order rates around 0.1 to 0.17 percent, RPR 0.11 to 0.14 dollars, and unsubscribe rates near 1.1 to 1.4 percent. Automating SMS within flows typically lifts click and conversion versus campaign blasts.

  • Email ROI. Litmus reports that most companies realize 10 to 36 dollars in return for every 1 dollar spent on email, with many seeing 36 to 50 dollars per 1 dollar. Keep channel CAC and contribution margin in view when planning incentives.

Deliverability and compliance guardrails you cannot skip

Email authentication and sender standards. Google’s 2024 Gmail sender requirements mandate SPF and DKIM for all senders and DMARC for bulk senders over 5,000 daily messages. Bulk senders must support one-click unsubscribe and keep spam complaints under 0.3 percent, with 0.1 percent as a best practice threshold. Align your From domain with DKIM or SPF to meet DMARC alignment.

Open rate caveat. Litmus estimates that more than half of opens come from Apple Mail Privacy Protection devices, which means opens are inflated and location data is opaque. Prioritize clicks, conversions, and revenue per recipient.

SMS compliance. The CTIA’s Messaging Principles recommend clear opt in, documented consent, program disclosure, and immediate honoring of STOP. Their consent section outlines conversational versus informational versus promotional thresholds, with promotional messages requiring express written consent. Bloomreach summarizes TCPA quiet hours as 8 a.m. to 9 p.m. local time federally, with stricter state windows in Florida, Oklahoma, and Washington, and notes carrier expectations like limiting abandoned cart texts to one message within 48 hours per cart event. When in doubt, send fewer texts, not more, and always include brand identification and clear opt-out language.


compliance,  checklist

Copy and creative tips that consistently move the needle

  • Subject lines without gimmicks. Avoid deceptive patterns like Re: or Fwd: that Gmail flags in their guidelines. Lead with clarity and the product or outcome buyers want. For cart, use You left [product] in your cart over overly promotional lines.

  • Fewer words above the fold. Show the product the shopper viewed or purchased, paired with one trust element like a star rating or pull-quote review, then a single primary CTA.

  • Use true UGC is greater than studio in retargeting. People want to see the product as they will use it. If you need a starting point, apply the practical recommendations in Evolvingo’s UGC guide on sourcing, scripting, and editing.

  • Write for SMS like you would text a friend. One benefit, one action, one short link. Reserve SMS for urgency, logistics, or very high intent moments. Keep frequency tight and respect quiet hours.

  • Personalize with behavior, not just name. Segments by last category browsed, price band, device type, and customer lifecycle stage consistently outperform generic blasts.

Implementation order and launch timeline

Week 1. Welcome series + SMS handshake, cart and checkout abandonment, transactional order and shipping emails with light cross sell.

Week 2. Browse and product view abandonment, education and onboarding, review request. Back in stock capture on PDP.

Week 3. Replenishment logic, winback tiers, VIP entry criteria. Add one SMS touchpoint per flow where consented and relevant.

Week 4. Layer price drop alerts, referral nudges in VIP, and ongoing A B tests on timings, subject lines, and incentives. Use revenue per recipient as the north star metric for flow-level improvements.

If you want a turnkey partner to plan, produce, and execute this build-out, the team at Evolvingo specializes in done-for-you lifecycle programs for Shopify brands. The agency’s work has generated 4.5 million dollars in incremental revenue across 75 plus campaigns. Explore the approach at Evolvingo’s site or reach out directly if you want a custom lifecycle map and build plan.

Tech stack tips for Shopify brands

  • Platform choice. Shopify remains the best-in-class commerce OS for DTC. If you are just getting started or migrating, consider spinning up on Shopify to accelerate speed to value.

  • ESP and SMS selection. Klaviyo and Omnisend both provide strong Shopify integrations, robust flow builders, and clear benchmarking. Choose the tool your team can actually ship with every week.

  • Authentication and compliance. Set SPF, DKIM, and DMARC for your sending domain. Use one-click unsubscribe headers for promotional emails to meet Gmail’s 2024 rules and keep spam below 0.3 percent.

  • Data capture. Use multi-step forms to collect email first, then SMS with explicit consent and compliant language. Present privacy policy and terms links close to the opt-in action, as the CTIA outlines.

How to measure success in 30, 60, and 90 days

30 days. All 12 flows active with basic segmentation. Use Klaviyo or Omnisend to track RPR per flow. Expect flows to represent 25 to 40 percent of total email-driven orders quickly if your list is of decent quality. If paid media is part of your mix, cross-reference with Evolvingo’s 30-day break even ad playbook for alignment on CAC and payback windows.

60 days. Stabilize deliverability metrics and implement Gmail compliance checks. Add top-performing SMS touches to welcome, cart, back in stock, and VIP flows. Shift toward behavior-based segments for campaign sends and begin flow-specific A B tests on time delays and subject lines for cart and welcome.

90 days. Scale creative variety and tighten personalization. Introduce replenishment logic tied to SKU consumption and expand VIP programming. Use RPR trends to prioritize flow optimization. The goal is for flows to contribute 40 percent plus of email orders with healthy unsubscribes and rising repeat purchase rates.

When you are ready to operationalize this plan with a creative and performance-first partner, say hello to the Evolvingo team. We build the strategy, write the copy, design the creatives, and handle implementation so your store can grow faster, safer, and more profitably.

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Join our newsletter!

Learn about marketing straight from your inbox, learn how to strategize, and get discounts

Newsletter Review

Evolvingo was a life-saver for our business, we have finally break even with our ads and made positive ROI. Without them we would burn thousands of $$$.

Jason Nash

Athos, CEO

© 2025 Bright Minds Media, LLC. All rights reserved.

Join our newsletter!

Learn about marketing straight from your inbox, learn how to strategize, and get discounts

Newsletter Review

Evolvingo was a life-saver for our business, we have finally break even with our ads and made positive ROI. Without them we would burn thousands of $$$.

Jason Nash

Athos, CEO

© 2025 Bright Minds Media, LLC. All rights reserved.