Orchestrate email, SMS, paid retargeting and onsite messages from one visual builder. Trigger campaigns from real store events like cart activity, orders, refunds and inventory changes.
Why it matters
Benefits
Trigger workflows from product views, add-to-cart, checkout started, purchase, refund, shipment delivered and subscription renewal events – so messages match the customer’s exact stage and intent.
Use RFM, predicted LTV, category affinity, discount sensitivity and margin-based rules to target offers. This reduces promo overuse while improving conversion and protecting contribution margin.
Centralize approvals, templates, suppression lists, UTM standards and frequency caps – preventing double-discounts, conflicting SMS and email sends, and accidental messaging to recent refund or support-ticket customers.
A/B test subject lines, offers, send times and branches within the same flow. Measure incremental lift by workflow, step and segment – not just last-click results.
Use cases
Challenge
Cart abandonment is high, but blanket discounting trains shoppers to wait for coupons and erodes margin on already low-margin SKUs.
Solution
Build a cart workflow that checks product margin and customer history before offering incentives. Example branches – no discount for VIPs, free shipping for mid-margin carts, percentage off only for high-margin items, and dynamic product recommendations based on cart contents.
Challenge
Customers buy once and disappear, and aggressive upsells increase returns because buyers choose the wrong size or accessory.
Solution
Trigger a post-purchase workflow that first delivers education – sizing guides, care instructions, setup videos – then cross-sells only compatible products using order line items and variant data. Add a return-risk branch that routes high-risk orders to proactive support outreach.
Challenge
High-demand items go out of stock, shoppers bounce, and teams miss the short window when inventory replenishes.
Solution
Create an inventory-triggered workflow that notifies waitlist subscribers the moment stock is replenished, prioritizes high-intent shoppers (recent viewers, cart abandoners), and pauses ads for out-of-stock SKUs. Add a second branch for low-stock urgency and a third for price-drop notifications tied to MAP rules.
More industries
FAQ
Basic automations usually cover a few fixed flows – welcome, cart abandonment, post-purchase – with limited branching and shallow data. A Marketing Workflow Builder lets you orchestrate multi-step journeys across email, SMS, ads audiences and onsite messaging using commerce events and attributes like SKU, variant, margin, inventory, shipping status, refund state and subscription cadence. It also adds governance – frequency caps, approvals, suppression logic – plus experimentation and step-level reporting to improve incremental revenue and LTV.
Most stores see quick wins from – abandoned checkout/cart, browse abandonment for high-intent categories, post-purchase education and cross-sell, back-in-stock alerts, and win-back after a defined inactivity window. If you have subscriptions, add renewal reminders, failed payment recovery and churn-prevention offers. Prioritize flows that capture existing intent and reduce leakage in the funnel before adding complex promo orchestration.
Use workflow-level frequency caps (per channel and cross-channel), suppression rules (recent purchasers, recent refund, active support case), and incentive gating based on customer segment and profitability. Many brands also add a “promo pressure” score – number of promos received in the last 14–30 days – and route high-pressure customers to value content or product education instead of another discount.
A workflow builder can standardize UTMs, capture event timestamps and tie each message to downstream actions like checkout started, purchase, repeat purchase and refund. Instead of relying only on last-click, you can compare performance by workflow branch, segment and holdout tests to estimate incremental lift. For e-commerce, this is critical to understand whether cart recovery, win-back and retargeting are creating new revenue or just claiming credit.
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