The short answer
The seven core automated email flows for an online store are welcome, abandoned cart, browse abandonment, post-purchase, review request, replenishment or cross-sell, and win-back. Set up welcome and abandoned cart first, because they reach people at the moment they are most interested.
Welcome series
Triggered by a new subscriber. Introduce the brand, show best sellers, and give them a reason to make a first order.
Abandoned cart
Triggered when someone adds to cart and leaves. A reminder with the product image, sent within a few hours, recovers orders that were nearly made.
Browse abandonment
Triggered by viewing a product without adding it. Keep it light: the item they viewed and a few alternatives.
Post-purchase
Order confirmation, delivery updates and how to use the product. These are the most opened emails you send.
Review request
Sent after the product has arrived and been used. Reviews feed your product pages and ads.
Replenishment or cross-sell
Timed to when the product runs out, or suggesting what goes with it.
Win-back
For customers who have not ordered in a while. One or two emails, then stop mailing people who stay silent.
The takeaway
Once these run, add a regular campaign calendar on top. Check that SPF, DKIM and DMARC are set on your sending domain, or the flows will land in spam.
Common questions
How many emails should an abandoned cart flow have?
Two or three is typical: a reminder, a follow-up, and optionally an incentive.
Do automations replace newsletters?
No. Automations respond to behaviour; campaigns give everyone else a reason to come back.