E-Commerce Email Marketing Builder 📧

Build a complete, copy-paste-ready email marketing system for any e-commerce business. Covers 10 core automation flows with full copywriting, ESP setup instructions, segmentation rules, and annual campaign calendars.

Supported platforms: Shopify, WooCommerce, BigCommerce, Squarespace, Etsy, TikTok Shop, Amazon, and any platform that connects to an ESP. For marketplace platforms (Amazon, TikTok Shop, Etsy) where buyer emails are restricted, this skill focuses on cross-channel strategies to capture emails via your own website or landing pages.

Built by Nexscope — your AI assistant for smarter e-commerce decisions.

Install

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Usage

Once installed, just describe your business and ask for email marketing help. The skill activates automatically.

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Capabilities

• - Complete email automation flows for 10 core e-commerce journeys (welcome, cart abandonment, browse abandonment, post-purchase, review request, cross-sell, win-back, VIP/loyalty, replenishment, sunset)
• Full email copywriting for every email — subject lines, preview text, body copy, CTA button text
• 3-5 A/B test subject line variants per email with different angles (curiosity, urgency, benefit, social proof, personal)
• ESP setup instructions generated for your specific platform — trigger conditions, flow filters, delay timing, and branching logic using your ESP's exact terminology
• ESP recommendation if you don't have one yet — based on list size and sales platform, with pricing
• Flow diagrams showing the full sequence: trigger → delay → conditional split → email → branch
• Segmentation strategy with 8 core segments and exact filter conditions for your ESP
• Annual seasonal campaign calendar customized to your product category
• List growth tactics — pop-up strategy, checkout opt-in, social → email conversion

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How This Skill Works

Step 1: Collect information. Extract from the user's initial message:

• - Product / category
• Brand name
• Price range and target audience
• Any context about their business

Step 2: Ask one follow-up with all remaining questions. Use multiple-choice format:

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Step 3: If user chose (f) in Q4 — "Don't have one yet", recommend an ESP based on their list size (Q5) and sales platform:

List Size	Recommended ESP	Approx. Cost
0-500	Omnisend Free or Mailchimp Free	$0
500-2,500

Omnisend (Shopify) or Mailchimp (other platforms) | $13-20/mo |
| 2,500-10K | Klaviyo | $35-100/mo |
| 10K+ | Klaviyo | $100-350/mo |

⚠️ Prices are approximate (2026). Tell user to verify on each platform's website.

After recommending, continue building flows with setup instructions for the recommended ESP.

Step 4: If user chose "l) Not sure — recommend for me" in Q2, recommend flows based on their business stage:

• - Pre-launch: Welcome series only (build list first)
• Early (<$10K/mo): Welcome + Cart Abandonment + Post-Purchase (the 3 essentials)
• Growing ($10K-50K): All of the above + Browse Abandonment + Review Request + Cross-sell
• Established ($50K+): All 10 flows

Step 5: Build each requested flow. For EVERY flow, output:

1. 1. Flow overview — purpose, expected revenue impact, priority level
2. Flow diagram — visual sequence with timing
3. For each email in the flow:

- Subject line (30-50 chars, mobile-friendly) + 3-5 A/B variants with different angles (curiosity, urgency, benefit, social proof, personal) - Preview text (40-90 chars, complement the subject — don't repeat it) - Full email body copy (actual words: hook → value → proof → CTA → optional P.S.) - CTA button text (action-oriented, one primary CTA per email) + link destination

1. 4. Branching logic — conditions that split the flow (purchased vs didn't, opened vs didn't)
2. ESP setup instructions — generate trigger conditions, flow filters, delay timing, and branching logic specific to the user's chosen ESP (Q4). Use that ESP's exact terminology and menu paths. If user doesn't have an ESP yet, use Klaviyo terminology as default

Step 6: Build segmentation strategy. Define core segments with exact rules:

• - New subscribers (no purchase)
• First-time buyers
• Repeat customers (2+ orders)
• VIP / high-value (top 10% by spend)
• At-risk (purchased before, no activity 60-90 days)
• Lapsed (no activity 90+ days)
• Discount-driven (only buys on sale)

Step 7: Build annual campaign calendar. Month-by-month with:

• - Key dates and seasonal events relevant to the product category
• Campaign theme for each event
• Send schedule (pre-event teaser, launch day, last chance)
• Which segments to target

Step 8: Provide list growth tactics. Based on their platform and stage:

• - Pop-up strategies (timing, offer, design)
• Landing page recommendations
• Social media → email conversion tactics
• Checkout opt-in optimization

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The 10 Core E-Commerce Email Flows

Flow 1: Welcome Series

Priority: 🔴 Critical — set up first Expected impact: Highest-opened emails, sets tone for entire relationship Emails: 3-5 emails over 7-14 days

Trigger: Subscribes to email list (pop-up, footer signup, landing page)
NOT triggered by: Purchase (that's post-purchase flow)

Sequence:
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Email 1 — Welcome + Deliver Promise

• - Goal: Deliver the signup incentive, make a strong first impression
• Timing: Send immediately (within minutes of signup)
• Content: Welcome message, deliver discount/freebie, introduce brand briefly, one clear CTA to shop
• Design: Clean, brand-forward, hero image, single CTA button

Email 2 — Brand Story + Values

• - Goal: Build emotional connection, differentiate from competitors
• Timing: 2 days after Email 1
• Content: Founder story or brand mission, why you started, what makes you different, lifestyle imagery
• Design: Storytelling layout, minimal product — focus on brand

Email 3 — Social Proof + Best Sellers

• - Goal: Build trust, showcase popular products
• Timing: 2 days after Email 2
• Content: Customer reviews, UGC, best-selling products, "loved by X customers"
• Design: Product grid with reviews, star ratings

Email 4 — Discount Reminder / Urgency (only if they haven't purchased)

• - Goal: Convert remaining non-buyers before discount expires
• Timing: 3 days after Email 3
• Content: "Your [X%] off expires soon," countdown urgency, restate value prop, clear CTA
• Design: Urgent — bold colors, countdown timer if ESP supports it

Flow 2: Cart Abandonment

Priority: 🔴 Critical — highest revenue per recipient Expected impact: $5.81 revenue per recipient average (Klaviyo 2026) Emails: 3 emails over 3 days

Trigger: Added to cart + started checkout, but did NOT complete purchase
Wait before first email: 1-4 hours (test: 1h vs 4h)

Sequence:
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Email 1 — Simple Reminder

• - Goal: Catch people who got distracted (not resistant — just forgot)
• Content: "You left something behind," show cart contents with images + prices, direct link back to cart
• Tone: Helpful, not pushy. No discount yet
• CTA: "Complete Your Order" or "Return to Cart"

Email 2 — Overcome Objections

• - Goal: Address why they didn't buy (shipping? trust? price?)
• Content: Social proof (reviews), shipping/return policy highlights, FAQs, "still thinking?"
• Tone: Reassuring
• CTA: "Get It Before It's Gone"

Email 3 — Incentive (optional — only if margin allows)

• - Goal: Last resort conversion with discount or free shipping
• Content: Limited-time offer (10% off or free shipping), urgency ("expires in 24 hours")
• Tone: Urgent but not desperate
• CTA: "Claim Your [X%] Off"
• ⚠️ Only use a discount if your margin supports it. If not, emphasize scarcity instead

Flow 3: Browse Abandonment

Priority: 🟡 Important — catches high-intent window shoppers Expected impact: Lower conversion than cart, but much higher volume Emails: 1-2 emails over 2 days

Trigger: Viewed product page but did NOT add to cart
Wait: 2-4 hours after browsing (not immediately — feels creepy)

Sequence:
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Email 1 — "Still Interested?"

• - Content: Show the product they viewed with image + price, brief benefit/review quote, link to product page
• Tone: Casual, helpful — NOT "we noticed you looking" (creepy)
• CTA: "Take Another Look"
• ⚠️ Do NOT offer a discount here — saves margin, avoids training customers to browse-then-leave for discounts

Email 2 — Related Products

• - Content: "You might also like..." with 3-4 related products, category page link
• Purpose: If they weren't sold on that specific product, show alternatives

Flow 4: Post-Purchase / Thank You

Priority: 🔴 Critical — shapes the entire post-purchase experience Expected impact: Reduces buyer's remorse, increases repeat rate, drives reviews Emails: 3-4 emails over 14-21 days

Trigger: Placed order (first-time buyer gets different content than repeat buyer)

Sequence:
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Email 1 — Order Confirmation + Thank You

• - Timing: Immediately after purchase
• Content: Thank you, order summary, shipping timeline, what to expect, support contact
• Tone: Warm, grateful — this is a celebration, not a receipt
• Add: "Here's what happens next" (sets expectations)

Email 2a — Product Education (first-time buyers)

• - Timing: After estimated delivery + 2 days
• Content: How to use/care for the product, tips, FAQ, "get the most out of your [product]"
• Purpose: Reduce returns, increase satisfaction, build brand connection

Email 2b — Loyalty Thank You (repeat buyers)

• - Timing: Same timing
• Content: "Thanks for coming back! You're one of our best customers," exclusive offer or early access
• Purpose: Reward loyalty, increase LTV

Flow 5: Review Request

Priority: 🟡 Important — builds social proof that powers all other marketing Emails: 1-2 emails

Trigger: Chained from post-purchase flow OR standalone trigger on order fulfilled + X days
Timing: 5-7 days after delivery (product has arrived, they've used it)

Email 1 — Review Request

• - Content: "How's your [product]? We'd love to hear!" + direct link to leave review
• Tone: Personal, low-pressure
• Make it easy: One-click star rating if your review platform supports it (Stamped, Loox, Judge.me)
• Optional: Small incentive (10% off next order, loyalty points)

Email 2 — Reminder (only if no review submitted after 5 days)

• - Content: Shorter, more direct. "Quick reminder — your review helps other [pet owners / etc.]"
• Social proof: "Join 500+ customers who shared their experience"

Flow 6: Cross-Sell / Upsell

Priority: 🟡 Important — increases AOV and LTV Emails: 1-2 emails

Trigger: Placed order + 14-21 days (after they've received and used the product)
Logic: Recommend products based on what they bought

Email 1 — "Complete the Set" / "Pairs Well With..."

• - Content: Related products based on purchase (accessories, refills, complementary items)
• Tone: Helpful recommendation, not hard sell
• CTA: "Shop the Collection" or "Complete Your Set"

Product recommendation logic:

• - If ESP supports dynamic product recommendations (Klaviyo, Omnisend), use them
• If not, build manual splits by product category:

- Bought [Category A] → Recommend [Category B]
- Bought [Product X] → Recommend [Accessory Y]

Flow 7: Win-Back

Priority: 🟡 Important — re-engages lapsed customers before they're lost Emails: 3-4 emails over 30 days

Trigger: Has placed order BUT last order was 60-90 days ago (adjust based on your purchase cycle)
Additional filter: Has NOT opened or clicked any email in last 30 days

Sequence:
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Email 1 — "We Miss You"

• - Content: Personal, genuine message. What's new since they last bought. Best sellers they haven't tried
• Tone: Warm, not guilt-tripping
• No discount yet — test whether re-engagement alone works

Email 2 — What's New

• - Content: New products, new features, brand updates, community highlights
• Purpose: Give them a reason to come back beyond discounts

Email 3 — Incentive

• - Content: "Here's X% off to welcome you back" — exclusive returning customer offer
• Urgency: Time-limited (7 days)

Email 4 — Last Chance / Sunset Warning

• - Content: "We don't want to bother you — should we keep sending?" + unsubscribe option
• Purpose: Gives control back to customer, cleans list if they don't respond
• If no response → Move to sunset flow

Flow 8: VIP / Loyalty

Priority: 🟢 Nice to have for growing brands, critical for established Emails: Ongoing (event-triggered)

Trigger: Customer enters VIP segment (top 10% by total spend, OR 3+ orders)

Email 1 — VIP Welcome

• - Content: "You're officially a VIP! Here's what that means:" + exclusive perks
• Perks to offer: Early access to new products, exclusive discounts, free shipping, birthday gift

Ongoing VIP emails:

• - Early access notifications (before public launches)
• Exclusive sales (VIP-only pricing)
• Birthday/anniversary rewards
• "Thank you" with surprise gift at milestones (5th order, 1-year anniversary)

Flow 9: Replenishment (Consumable Products Only)

Priority: 🟡 Critical if you sell consumables — skip if not applicable Emails: 1-2 emails

Trigger: Time-based — estimated product usage cycle after purchase

• - Example: Dog treats (30-day supply) → trigger at day 25
• Example: Skincare (60-day supply) → trigger at day 50
• Example: Coffee (14-day bag) → trigger at day 10

Email 1 — "Running Low?"

• - Timing: 5 days before estimated run-out
• Content: "Time to restock? Your [product] should be running low." + reorder link
• Optional: Subscription offer ("Never run out — subscribe and save 15%")

Email 2 — Follow-Up

• - Timing: 3 days after Email 1 if no reorder
• Content: Shorter reminder + social proof ("other customers reorder every X days")

Flow 10: Sunset (List Cleanup)

Priority: 🟢 Important for deliverability — set up after other flows are running Emails: 2-3 emails over 14-21 days

Trigger: No email opens AND no clicks AND no purchases in 90-120 days

Purpose: Clean your list. Unengaged subscribers hurt deliverability (emails go to spam for everyone).

Sequence:
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Email 1 — "Are You Still There?"

• - Subject: Make it stand out (pattern interrupt)
• Content: "We noticed you haven't been opening our emails. Want to stay? Click here to stay subscribed"
• CTA: Single button — "Yes, Keep Me Subscribed"

Email 2 — "This Is Goodbye (Unless...)"

• - Content: "This is our last email unless you tell us to keep going"
• CTA: "Keep Sending Me Emails"
• If no response → auto-suppress (do NOT delete — just suppress from sends)

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Segmentation Strategy

Define these segments in your ESP. Exact conditions provided:

Segment	Conditions	Use For
New Subscribers	Subscribed + Has placed 0 orders	Welcome flow, first purchase incentives
First-Time Buyers

Has placed exactly 1 order | Post-purchase education, review request, second purchase push |
| Repeat Customers | Has placed 2+ orders | Cross-sell, loyalty, VIP pipeline |
| VIP | Top 10% by total spend OR 5+ orders | VIP flow, early access, exclusive offers |
| At-Risk | Last order 60-90 days ago | Win-back flow |
| Lapsed | Last order 90+ days ago + No engagement 60+ days | Aggressive win-back, sunset candidate |
| Engaged Non-Buyers | Opens/clicks emails but has NOT purchased | Browse abandon focus, stronger incentives |
| Discount-Only | Has ONLY purchased with a discount code | Reduce discount dependency, value-based messaging |

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Annual Campaign Calendar Template

Customize based on your product category. Not every event applies to every brand — pick the ones relevant to your audience.

Month	Key Dates	Campaign Ideas
January	New Year (Jan 1), MLK Day (Jan 20)	New Year sale, "New Year New You," goal-setting content
February

Valentine's Day (Feb 14), Presidents' Day (Feb 17) | Gift guides, couples/self-love angle, flash sale |
| March | Int'l Women's Day (Mar 8), St. Patrick's (Mar 17), Spring Equinox | Seasonal transition, spring collection launch |
| April | Easter (variable), Earth Day (Apr 22) | Spring sale, sustainability angle, limited editions |
| May | Mother's Day (May 11), Memorial Day (May 26) | Gift guide, "treat your mom / treat yourself," summer kickoff sale |
| June | Father's Day (Jun 15), Summer Solstice, Pride Month | Gift guide, summer collection, Pride content if authentic |
| July | July 4th, Amazon Prime Day (mid-July) | Independence Day sale, mid-year clearance, Christmas in July |
| August | Back to School (early Aug) | End of summer sale, back-to-routine content, fall preview |
| September | Labor Day (Sep 1), Fall Equinox | Labor Day sale, fall launch, loyalty program push |
| October | Halloween (Oct 31) | Spooky-themed content, costume/party angle, early holiday teasers |
| November | Veterans Day (Nov 11), Black Friday (Nov 28), Cyber Monday (Dec 1) | BFCM = biggest email month. Pre-sale VIP access → Main event → Extended sale |
| December | Christmas (Dec 25), Hanukkah, New Year's Eve | Gift guides, last-minute shipping deadlines, year-in-review, thank you |

BFCM (Black Friday / Cyber Monday) Email Strategy

This is your biggest email revenue period. Plan ahead:

• - 3-4 weeks before: Teaser emails to build anticipation, grow list aggressively
• 1 week before: VIP early access announcement
• Black Friday: Launch email (morning) + reminder (evening)
• Saturday-Sunday: Extended deals, bundle offers
• Cyber Monday: New deals or "last chance" on BF deals
• Tuesday after: Thank you email + "sale extended 24 hours" (if applicable)

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List Growth Tactics

• - Pop-up: Show after 5-8 seconds OR on exit intent. Offer 10-15% off first order or free shipping. Target 3-5% conversion rate
• Checkout opt-in: Pre-checked "Email me about new products"
• Social → email: Instagram/TikTok bio link to email capture landing page
• Packaging insert: "Join our VIP list" card in orders
• Referral: "Give $X, get $X" programs that grow your list through customers
• Content marketing: Blog → gated downloads (guides, lookbooks)

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Output Format

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Other Skills

For paid advertising strategy across Google, Meta, and TikTok:
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For full omnichannel marketing strategy (includes email as one channel):
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More e-commerce skills: nexscope-ai/eCommerce-Skills

Built by Nexscope — your AI assistant for smarter e-commerce decisions.