Email marketing examples (how to get workflows right)

Email marketing is essential for any business. You can entertain, educate, and promote your products through the power of digital mail - all needed for getting your offering in front of more eyes.

But doing it manually? That's going to take too much time and energy. Plus, you don't need to, if you map out your email workflows well.

In this article, we'll give you email marketing examples and show you the most effective flows for keeping your community engaged.

Email workflow examples 

Below, we map out some basic email workflows designed for different purposes throughout the marketing funnel. 

But it’s important to note that your funnel should reflect your business - you may need to tweak the flows (add an extra email, change the email's messaging, etc.) to make it work for you and your community. 

Equally, different businesses will need different flows. For example, an e-commerce business might need flows around customers leaving empty baskets, and post-sale follow-ups, whereas a service-based business might have more educational flows around long-term customer retention. 

Top-of-funnel emails (Aquire and first contact) 

When you’re looking to create more awareness around your business, you should be thinking about workflows that (typically) sit at the top of the marketing funnel. 

At this stage, it’s about communicating and amplifying your business message. So of the flows in this instance, might be: 

• Welcome flow for new email subscribers

• Thank you contacting us for new leads

• Thank you for completing our survey 

Let’s break a few of these down. 

Example: Welcome Flow (New Subscriber)

Here is an example of a welcome flow when your website or email list gets a new subscriber.

Goal

The purpose of a welcome flow is to create a strong first impression and begin building a relationship with new subscribers from the moment they join your email list. This is your opportunity to introduce your brand, establish trust, and show subscribers the value of staying connected with your business.

Because subscribers are usually most engaged immediately after signing up, welcome emails often receive some of the highest open and click-through rates of any email campaign. A thoughtful welcome sequence can help guide new subscribers toward becoming long-term readers, loyal customers, or active members of your community.

When it triggers

A welcome flow is automatically triggered when someone takes an action such as:

• Signing up for your newsletter

• Downloading a free guide or resource

• Creating an account

• Filling out a contact form

• Joining through a website popup or landing page

  
  

Rather than sending a single email, businesses often use a short sequence of emails spread across several days to gradually introduce subscribers to the brand.

Email 1: Welcome + Setting Expectations

The first email should arrive immediately after someone signs up. Its main purpose is to thank the subscriber for joining and clearly explain what they can expect from your emails moving forward.

This email should feel warm, approachable, and informative. It’s important to reassure subscribers that they made the right decision by signing up while also introducing the type of value your business provides.

For example, a fitness brand might explain that subscribers will receive weekly workout tips, nutrition advice, and exclusive class updates. An ecommerce brand may highlight new product launches, styling inspiration, or member-only offers.

This email is also a good place to include a simple call to action, such as:

• Browsing your most popular products

• Reading a featured blog post

• Following your business on social media

• Booking a consultation or class

  
  

The goal is not to overwhelm subscribers with information, but to begin building familiarity and engagement right away.

Email 2: Your Story or Brand Introduction

The second email, usually sent one or two days later, focuses on building a more personal connection. Instead of immediately selling products or services, this email explains who you are, what your business stands for, and why you started it.

People are more likely to engage with brands that feel authentic and relatable. Sharing your story helps humanise your business and gives subscribers a reason to care beyond the product itself.

For example, a local gym may talk about its mission to create a welcoming environment for beginners, while a retail business might discuss its commitment to sustainable materials or thoughtful design.

This email should focus less on promoting and more on building trust and emotional connection.

Email 3: Highlighting Your Best Content, Products, or Services

By the third email, subscribers are becoming more familiar with your business, making it a good time to showcase what you offer in more detail.

This email can highlight:

• Best-selling products

• Popular services

• Customer favorites

• Educational resources

• Testimonials or reviews

• Case studies or success stories

  
  

The purpose of this email is to help subscribers quickly discover the value your business provides. Instead of expecting them to search through your website on their own, you’re guiding them toward the most useful or popular parts of your brand.

This is also an opportunity to reinforce credibility and demonstrate expertise in your industry.

Optional Email 4: Offer or Incentive

Some businesses include a fourth email that encourages subscribers to take action through a special offer or incentive. This could include:

• A discount code

• A free consultation

• A free trial

• Early access to products

• A downloadable resource

  
  

Because subscribers have already spent several days learning about your brand, they are often more receptive to an offer at this stage compared to receiving one immediately after signing up.

The goal is to convert engaged subscribers into paying customers without making the sequence feel overly sales-focused.

Why Welcome Flows Matter

A welcome flow does much more than simply greet new subscribers. It helps shape how people perceive your business from the very beginning.

An effective welcome sequence can:

• Increase engagement with future emails

• Improve trust and brand recognition

• Encourage early conversions

• Reduce unsubscribe rates

• Build stronger long-term customer relationships

  
  

Rather than treating signup as the end of the process, successful businesses use welcome flows as the beginning of an ongoing relationship with their audience.

Middle-of-funnel emails (Conversion) 

The goal of the middle of the funnel is to nurture interest and guide potential customers toward taking action. At this stage, people already know who your business is, but they may not yet be ready to buy, book, or commit.

Rather than focusing purely on awareness, middle-of-funnel content is designed to build confidence, answer questions, overcome hesitation, and demonstrate why your business is the right choice.

This is where businesses begin turning interested subscribers into qualified leads or paying customers.

Here’s a brief example below. 

Example: Abandoned Cart Flow (E-commerce)

Goal: Recover lost sales

When it triggers: User adds items to cart but doesn’t complete purchase

Typical structure:

• Email 1: Reminder (“You left something behind”)

• Email 2: Benefits + reassurance (reviews, FAQs, trust signals)

• Email 3: Incentive (discount or free shipping, if needed)

  
  

Why it matters: One of the highest ROI automations in e-commerce.

Bottom-of-funnel emails (Retention and loyalty) 

The goal of the bottom of the funnel is to encourage subscribers to take a final action and become customers, clients, or long-term members of your business. By this stage, people are already familiar with your brand, have interacted with your content, and are seriously considering a purchase or commitment.

At the bottom of the funnel, email marketing becomes more focused on conversion, reassurance, and long-term customer retention. These emails are designed to remove final doubts, make the decision process easier, and strengthen the customer relationship after a purchase has been made.

Rather than simply generating awareness or interest, this stage is about turning engagement into measurable business results.

Example: Post-Purchase Flow

Goal: Improve retention and reduce buyer’s remorse

When it triggers: After a customer buys

Typical structure:

• Email 1: Order confirmation + what happens next

• Email 2: How to use product/service

• Email 3: Cross-sell or complementary products

• Email 4: Review request or feedback

  
  

Why it matters: Increases repeat purchases and loyalty.

Example: Re-Engagement Flow (Inactive Subscribers)

Goal: Win back cold or inactive users

When it triggers: No opens/clicks for 60–120 days

Typical structure:

• Email 1: “Do you still want to hear from us?”

• Email 2: Value reminder (best content/products)

• Email 3: Incentive or final call (“last chance to stay subscribed”)

  
  

Why it matters: Keeps your list clean and improves deliverability.

When implemented effectively, email workflows can improve engagement, strengthen customer relationships, and create a more personalised experience for subscribers.

By mapping emails around customer behaviour and funnel stages, businesses can build systems that not only save time but also support sustainable long-term growth.