What is an email flow?
An email flow is an automated sequence of emails that starts from a trigger. The trigger can be a store event, a date, a profile property or entry into a segment. The flow then runs waits, sends and conditional branches until it ends or the customer exits.
Key facts
- Klaviyo describes an abandoned cart flow as a message or sequence of messages triggered by a cart or checkout event. Source
- Shopify documents automated abandoned checkout email as a store feature that responds to a checkout event. Source
- Mailprompt requires a human approval before a marketing flow can send. Source
What an email flow is
This definition is part of the Mailprompt glossary. An email flow is an automated sequence that starts from a trigger and runs without a person pressing send for each message.
The trigger might be a checkout, an order, a date, a profile property or entry into a segment. The flow then waits, sends and branches according to the conditions the builder set. It ends when the sequence is complete or when the customer exits.
The parts of a flow
A flow has a trigger, a set of steps, a set of conditions and an exit rule. The trigger decides who enters. The steps decide what happens. The conditions decide which branch a customer takes. The exit rule decides when the customer leaves.
A wait is a step, not a pause button. It is a duration the flow records and honours. A one-hour wait and a one-day wait produce different customer experiences even when the email is identical.
A send step points at an email document and a subject line. The document should include the footer, the unsubscribe link and the postal address the law and the provider rules require.
Flows and campaigns
A campaign is a single message sent to an audience at a chosen time. A flow is a sequence triggered by an event or a date. The two can share an email document and an audience, but the scheduling model is different.
A campaign is easier to review because it has one send. A flow is harder because it can send several messages over time, and a mistake in the first step can repeat in the second. That is why a flow review should look at the whole sequence, not just the first email.
Triggers and exits
The trigger is the most important decision. A flow triggered by a product view will contact browsers. A flow triggered by a checkout will contact people who reached payment. The copy and the offer should match the trigger.
The exit rule is the second most important decision. A customer who orders should leave the recovery flow. A customer who unsubscribes should leave every marketing flow. A customer who enters a service segment may need a different message or none at all.
Approval and operation
An automated flow can send many messages before anyone notices a problem. Mailprompt therefore requires a human approval before a flow becomes live, and a later edit creates a new draft that needs a new approval.
After approval, the flow still passes the send gate for suppression, consent, frequency and domain verification. A blocked send should be visible and explainable, not silently skipped.
Related terms
- Abandoned cart is a common flow trigger.
- Abandoned checkout is the stronger version of that trigger.
- Segmentation determines who enters a flow.
- CAN-SPAM Act
Frequently asked questions
What is the difference between a flow and a campaign?
A campaign is a single send to an audience at a chosen time. A flow is a sequence that starts from a trigger and runs over time. A campaign is scheduled by a person; a flow is scheduled by an event or a date. Both still need an audience, content and a send gate.
What can trigger a flow?
A store event such as a checkout or an order, a date, a profile property or entry into a segment. The available triggers depend on the platform and the integrations. A flow should name the trigger it uses so the person reviewing it can check the assumption.
Do flows need approval?
In Mailprompt, yes. A flow draft is approved before it becomes live, and a later edit creates a new draft that needs a new approval. The rule exists because an automated sequence can send many messages before anyone notices a mistake.
Sources
- Klaviyo Help Center — How to create an abandoned cart flow — checked 12 November 2026
- Shopify Help Center — Abandoned checkout email — checked 12 November 2026
- Mailprompt — Approvals — checked 12 November 2026
Related reading
- What is an abandoned cart?An abandoned cart is a cart with items but no completed order. Learn how stores detect it, how it differs from a checkout, and how recovery email works.
- What is an abandoned checkout?An abandoned checkout is a checkout that was started but not completed. Learn how Shopify records it and how recovery email should work.
- What is email segmentation?Email segmentation divides a list into groups with shared behaviour or attributes. Learn how segments differ from lists and how to keep a segment honest.
- What is the CAN-SPAM Act?The CAN-SPAM Act sets rules for commercial email in the United States. Learn the opt-out, header, subject-line and address requirements for senders.