These Emails That Crank Out 37 % of Your Sales

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Most entrepreneurs picture email marketing as a series of big, flashy “blast” campaigns.

Holiday promos, product launches, monthly newsletters.

What seldom makes the LinkedIn carousel is the tiny corner of your ESP labeled Flows or Automations.

According to Omnisend’s 2025 Ecommerce Marketing Report, automated emails represented just 2 % of all sends last year, yet drove a staggering 37 % of email‑attributed revenue. (Omnisend, Omnisend)

If you are earning less than a third of its sales from email, it’s rarely because your broadcast calendar is thin.

It’s because the “silent sellers” in your account are either missing, outdated, or under‑optimized.

Lets break it down.

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Why micro‑flows outsell mega blasts

1. Purchase‑intent timing – Automations trigger when a customer shows buying signals, opening, clicking, adding to cart, or purchasing, so your offer lands at peak relevance.

2. Hyper‑specific messaging – Because each flow targets a single step in the journey, copy can speak to that moment (“Finish checking out,” “Complete your kit”) instead of vague one‑size‑fits‑all persuasion.

3. Algorithm favor – Higher open and click rates translate into fewer spam complaints, so mailbox providers reward flows with Primary‑tab placement, compounding visibility over time.

The five money flows (and a 20‑minute upgrade plan)

Building flows that sell while you sleep (step‑by‑step)

1. Map the “money moments.”
List every action that signals intent or loyalty: added‑to‑cart, viewed‑product, first purchase, third purchase, 60‑day lapse. Each is a cue for an automation.

2. Write copy that assumes the click, not the sale.
Flows aren’t long‑form letters; they’re nudges. First line confirms what they did (“You left these ninja coffee filters behind”), second line paints the upside of finishing, CTA makes it effortless. One clear ask per email.

3. Stack social proof & context in follow‑ups.
If email #1 is a gentle reminder, email #2 should answer “Is it right for me?”: reviews, star ratings, a bite‑sized FAQ. Email #3 addresses risk: guarantee, limited‑stock urgency, or an expiring bonus.

4. A/B test incentives, not just subject lines.
Discount vs. free shipping, bundle vs. accessory, rotate one variable for 1‑2 weeks, then freeze the winner for 90 days. Automations are compounding assets; tiny lifts echo across every send.

5. Review Revenue per Recipient (RPR) monthly.
Broadcast metrics (opens/clicks) inflate ego but not profit. Platforms like Klaviyo surface RPR at both campaign and flow level; anything under $0.05 should be rewritten or retimed. (Klaviyo Help Center)

Measuring success: the three numbers that matter

Case snapshot: $1 M to $1.35 M without a single new subscriber

A mid‑market apparel brand audited its Klaviyo account in March. Broadcast calendar was humming (three promos per week), but automations were thin: a single cart‑abandon email and a generic welcome.
Improvements shipped in 14 days:

• Added the 3‑part cart sequence above.

• Switched on browse‑abandon at two page views.

• Inserted a one‑click cross‑sell offer inside the shipping confirmation.

• Segmented a VIP tier, lifetime spend > $300, for early‑access drops.

90‑day result: total list size flat at 120 k subscribers, email revenue rose 35 % year‑over‑year; 78 % of the lift came from flows. RPR on the cross‑sell email hit $0.12, 12× higher than the brand’s average blast.

Common objections (& quick rebuttals)

“I don’t have time to build five flows.”
Start with cart‑abandon only. A basic three‑email series takes under two hours and can pay for the rest of the build by next week.

“My product isn’t DTC, it’s software/services.”
Trigger on behavioral equivalents: demo booked but not attended (cart), pricing page view (browse), contract signed (post‑purchase). The psychology is identical.

“Discounts kill my margins.”
Only the last email in a sequence needs an incentive. Value‑stacking (bonuses, case studies, fast shipping) often performs within 5 % of a straight discount.

The bottom line

Broadcast campaigns are the billboard; automations are the sales staff who walk a shopper to checkout, answer questions, and upsell at the register.

Leave those flows off, and you’re closing the store whenever you’re not hitting “Send.”

Turn them on, optimize them quarterly, and the smallest slice of your send volume will morph into the largest slice of your revenue pie. 

While competitors shout louder, you’ll simply convert more of the traffic you already have.

Cheers
The InBoXer Team