Welcome, cart recovery, post-purchase and win-back — what each should actually say.
Before any campaign calendar, four automated sequences do most of the revenue work, because each one reaches someone at a moment they already care.
Welcome
Sent within minutes of signup, while intent is highest. Deliver whatever was promised, say briefly what you sell and why you are different, and set expectations for how often you will write. Two or three messages, not one.
Cart recovery
The highest-return sequence in most stores. A first reminder within an hour, a second after a day with the objection answered, and optionally a third with an incentive. Include the actual items and a link straight back to the filled cart.
Post-purchase
This is where repeat business is made and where support tickets are prevented. Confirm the order, tell them when it will arrive, explain how to use it, then ask for a review once they have had it long enough to have an opinion.
Win-back
Triggered by inactivity relative to your normal purchase cycle. Acknowledge the gap, show what is new, and make one clear offer. If two attempts fail, stop sending rather than damaging deliverability.
Get these four working properly before adding a fifth. They run continuously and improve without needing a campaign every week.
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