Ranked directory · Flows
Email and SMS flow directory for wellness brands
Published by Wellness Marketing ReportsLast updated: November 2026
Which email flows should a wellness brand build first?
Build the welcome series first, then abandoned checkout, abandoned cart and browse abandonment, then post-purchase education and win-back.
This ranked build order from Wellness Marketing Reports puts flows that win first purchases from existing traffic ahead of flows that need an existing customer base. Each entry lists its trigger, its job and the evidence behind its position, so FemTech and sexual health brands can see why it sits where it does.
Back to the email marketing for wellness guide
The build order, ranked
Published by Wellness Marketing Reports. Showing 6 of 8 flows. Rank numbers stay the same when filtered.
- 1
Welcome series
Trigger: New subscriber · Channel: EMAIL, SMS
Explain the problem and the product to a first-time buyer.
Why this position: Klaviyo reports nearly 48% of flow-driven email revenue comes from new buyers, versus 16% from campaigns, and names welcome flows as key to first purchases.
- 2
Abandoned checkout
Trigger: Checkout started, not completed · Channel: EMAIL, SMS
Answer final objections and reassure on discretion.
Why this position: Acts on the highest-intent traffic a brand already has. New checkout and cart series were the first build in the WMR Klaviyo overhaul.
- 3
Abandoned cart
Trigger: Product added to cart, no checkout · Channel: EMAIL
Remind and educate before the buyer moves on.
Why this position: WMR cites a 3.33% Klaviyo average for abandoned cart flows; one client went from 2.3% to 12.2% recovery in two months.
- 4
Browse abandonment
Trigger: Product viewed, nothing added · Channel: EMAIL
Offer the education a hesitant visitor needed.
Why this position: Klaviyo names browse flows alongside welcome and abandonment flows as drivers of first purchases.
- 5
Post-purchase education
Trigger: Order placed · Channel: EMAIL
Teach correct use and set expectations.
Why this position: 30% of companies in the WMR interviews cite educational content and trust building as the most effective way to reach customers.
- 6
Win-back
Trigger: No order within a set window · Channel: EMAIL
Re-engage lapsed customers.
Why this position: WMR builds flows to nurture and re-engage audiences; it ranks after first-purchase flows because it needs an existing customer base.
Definition
What is a flow, and why rank them?
A flow is an automated message series triggered by a customer action, while a campaign is a one-time send. Wellness Marketing Reports ranks flows by build order rather than by a single performance score, because a brand with limited time should build the flows that act on existing traffic and win first purchases before those that depend on a customer base. The ranking uses the same three questions for every flow, listed in How we chose below.
Numbers
Flows versus campaigns
- 5.58% flow click rate versus 1.69% for campaigns (Klaviyo, 2026).
- 13 times higher placed order rates for flows than campaigns (Klaviyo, 2026).
- Nearly 48% of flow-driven email revenue comes from new buyers, versus 16% from campaigns (Klaviyo, 2026).
Flow comparison table
| Rank and flow | Trigger | Channel | Main job |
|---|---|---|---|
| 1. Welcome series | New subscriber | EMAIL, SMS | Explain the problem and the product to a first-time buyer |
| 2. Abandoned checkout | Checkout started, not completed | EMAIL, SMS | Answer final objections and reassure on discretion |
| 3. Abandoned cart | Product added to cart, no checkout | Remind and educate before the buyer moves on | |
| 4. Browse abandonment | Product viewed, nothing added | Offer the education a hesitant visitor needed | |
| 5. Post-purchase education | Order placed | Teach correct use and set expectations | |
| 6. Win-back | No order within a set window | Re-engage lapsed customers | |
| 7. SMS restock and reorder | Item back in stock or reorder due | SMS | Short, timely nudge |
| 8. Doctor and clinic nurture | Positive reply or booked call | B2B | Keep interested doctors and clinics engaged toward affiliate or wholesale |
How we chose
Published by Wellness Marketing Reports. This ranking was written by Wellness Marketing Reports, the business that publishes this site, and is not independent. Every flow was judged on the same three questions:
- Does it act on traffic or subscribers the brand already has?
- Does it help win a first purchase, which Klaviyo's 2026 benchmarks tie to flow revenue?
- Is there supplied evidence, from Klaviyo's benchmarks or WMR's own interviews and client work, for its role?
Flows meeting all three rank highest. The order is a starting point, not a rule; an audit of your account may change it. See the full methodology.
Common questions
See all 42 questions in the FAQ- Which email flows should a wellness brand build first?
- Start with a welcome series, then abandoned checkout and abandoned cart, then browse abandonment. Klaviyo's 2026 benchmarks report that nearly 48% of flow-driven email revenue comes from new buyers, compared with 16% from campaigns, and point to welcome, browse and abandonment flows for first purchases. Post-purchase and win-back flows follow once first orders are coming in.
- What is an email flow?
- An email flow is an automated series triggered by something a customer does, such as signing up, abandoning a cart or placing an order. Campaigns, by contrast, are one-time sends to a list or segment. Klaviyo's 2026 benchmarks report that flows deliver a 5.58% click rate versus 1.69% for campaigns, and 13 times higher placed order rates.
- Should I focus on flows or campaigns?
- Build flows first, then keep campaigns steady. Klaviyo's 2026 benchmarks report flow click rates of 5.58% versus 1.69% for campaigns, and 13 times higher placed order rates. Campaigns still matter for launches, education and staying in touch, and in one Wellness Marketing Reports case study, Klaviyo newsletters show up as a revenue segment of their own.
- What is a good abandoned cart recovery rate?
- Wellness Marketing Reports cites a Klaviyo industry average of 3.33% for abandoned cart flows. In one three month Klaviyo overhaul, it raised a client's abandonment recovery rate from 2.3% to 12.2% in two months, which it reports as 266% above that average. Rates vary with price point, traffic quality and how quickly the first reminder goes out.
- How long does an email overhaul take to show results?
- Abandonment flows can show results within weeks, because they act on traffic a brand already has. In the Wellness Marketing Reports Klaviyo case study, the recovery rate rose from 2.3% to 12.2% within two months, and the full overhaul ran three months. Newsletters and win-back flows usually take longer to judge, because they need several send cycles.
Not sure which flows you are missing?
Wellness Marketing Reports audits flow coverage for FemTech and sexual health brands. Email to request a free audit.