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Email Marketing Workflows

Automated email sequences triggered by customer behavior: welcome series, abandoned cart, post-purchase, win-back. Set up once; run continuously.

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Email Marketing Workflows (also called Automations) are sequences of emails triggered by customer behavior. Unlike one-off Campaigns, Workflows run continuously: fire when the trigger condition is met, send the email or sequence, optionally branch based on engagement. Set up once; ROI compounds for years.

You'll work at /admin/store/{storeId}/marketing/automations (or the automation builder).

Canonical workflows every store should have

Workflow Trigger Why it matters
Welcome series New signup First impression; sets brand voice
Abandoned cart Cart not completed Recover ~10-20% of abandoned carts
Post-purchase Order placed Cross-sell + LTV growth
Win-back No activity in 90/180 days Reactivate lapsed customers
Birthday / anniversary Customer birthday Goodwill + retention signal
Review request N days after delivery Drives social proof
Restock notification Customer waitlisted on OOS item Recover near-lost sale

Before you begin

  • You are signed in to your Tanqory store admin.
  • You have Manage marketing permission.
  • Email sender domain DNS is verified.
  • You have copy + design assets ready for each workflow.

Steps

1. Open Marketing > Automations

Reference: Marketing area (Automations lives here) (opens full size)

2. Click Create automation (or pick a template)

Tanqory typically ships templates for the canonical workflows. Start from a template; customize.

3. Pick the trigger

Examples:

  • Customer created.
  • Cart abandoned for N minutes.
  • Order placed.
  • N days since last order.

4. Build the sequence

Emails in order with delays between them. Typical patterns:

  • Welcome: Email 1 immediately; Email 2 + 3 days; Email 3 + 7 days.
  • Abandoned cart: Email 1 + 30 min; Email 2 + 24 hours; Email 3 + 3 days (with discount).
  • Post-purchase: Email 1 = order confirm (existing); Email 2 + 3 days = thank-you + cross-sell; Email 3 + 14 days = review request.

5. (Optional) Add branching

Branch based on:

  • Engagement (opened previous email?).
  • Customer attribute (segment, tag, country).
  • Behavior since trigger (made a purchase? clicked an email?).

6. Test with your own email

Trigger the workflow on your own test customer. Verify each email arrives + renders.

7. Activate

Once tested, activate the workflow. It runs continuously thereafter.

8. Monitor automation history

Tanqory logs each automation send. Review open / click / conversion + tune.

Verify the result

  • Workflow status: Active.
  • Test triggers fire as expected.
  • Emails arrive + render correctly.
  • Metrics surface in automation history.

Best practices

  • Start with abandoned cart + welcome. Highest ROI.
  • Test exhaustively: these run automatically; bugs amplify.
  • Use customer-friendly delays. 30 min for cart; 1 day for purchase; not 5 min.
  • Branch based on engagement to avoid spamming unengaged customers.
  • Review quarterly. Optimize.

Common mistakes

  • Sending too quickly after trigger. Annoys customers.
  • No unsubscribe / opt-out. Required by law.
  • Generic copy that doesn't reference what triggered.
  • No A/B test on welcome series: it scales for years; tuning matters.
  • Not removing customers who purchased from win-back sequence: keep sending after they convert.

If something goes wrong

  • Automation not firing: verify the trigger condition; check the workflow is Active.
  • Email not arriving: verify sender DNS.
  • Customer complains about too many emails: check delays + branching.
  • Permission denied: your role lacks Manage marketing.

Next steps

Still stuck?

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