An automation flow is a sequence of messages sent automatically when a contact takes, or fails to take, a specific action. Unlike a campaign, which goes to a list on a set date, a flow runs continuously and individually.
A flow usually has five components: the trigger (for example a sign-up, an abandoned cart or a purchase), conditions that filter who enters or which path they follow, waiting times between messages, the messages themselves by email or SMS, and exit criteria, such as a purchase that makes the rest of the sequence unnecessary.
On an online store, the most common flows are welcome, abandoned cart, browse abandonment, post-purchase, review request and win-back for lapsed customers. Together they cover the moments when the right message is most likely to be useful to the customer.
Flows should only go to contacts with an appropriate legal basis, usually consent to marketing communications. They also need periodic review: outdated products, offers and copy erode trust and performance.