Email Marketing
10 Automated Email Flows Every eCommerce Store Needs
Explore essential automated email flows that drive sales and customer engagement for eCommerce stores at every step of the customer journey.
Email and SMS for hobby, toy and gift stores
Email and SMS marketing for hobby, toys, crafts and gift brands
Enflow Digital plans and runs hobby store email marketing and SMS for toy, craft, collectible and gift brands that sell online. Hobby customers come back for the next project, and gift buyers for the next occasion. We build flows and campaigns around both.
- Flows: welcome by interest, abandoned cart, project ideas after purchase, loyalty points reminders and win-back.
- Platforms: Omnisend and Klaviyo, with loyalty apps such as Smile.io.
- Proof: two published Omnisend stories from hobby and toy stores.
Trusted by 100+ brands
What hobby, toy and gift stores bring to us
Hobby and gift store owners usually call us with one of four problems. Here they are in their own words, with what we change.
“We send one newsletter and hope”
One newsletter for everyone misses what each customer makes or collects. We build flows by category and project, so a quilter and a model builder get different emails.
“Loyalty points sit unused”
Customers forget the points they hold. A points reminder flow brings them back to spend, and Omnisend published the result of one we built.
“Half our sales come in one month”
Toy and gift stores lean on November and December. We warm the list early and build the gifting campaigns before the rush, not during it.
“Our last agency did not know our customers”
Hobby buyers know their craft in detail. We learn your categories and write with the detail your customers expect.
The agency behind the work
Hobby, toy, craft and gift stores have been part of our work for years, and two of Omnisend's published stories about us come from them. The figures below cover every client we have served.
5.0 out of 5
on the Omnisend partner directory
100+
brands served
$50M+
in client revenue, tracked in Klaviyo
the founders have worked in email since
2018
Results from brands like yours
Omnisend has published two stories about our work for hobby and toy stores: a rebuild of campaigns and automations, and a loyalty points flow. The third card is a Retention.com result from another client store.
Omnisend, hobby industry retailer
$150K to $250K
Omnisend revenue per month
Campaigns and automations rebuilt
Automation revenue grew from $0 to $61K a month
by April 2024
Source: Omnisend customer story
Toys and hobby brand, Smile.io loyalty
$28,371+
in sales in five months
Loyalty points reminder flow
4,285 contacts, 69.87% open rate, 12.23% click rate
Source: Omnisend customer story
Retention.com on a client store
14,877
new subscribers in under four months
Subscriber growth with Retention.com
9.78x return as attributed by Retention.com on a $1,215 service cost, 57.9% open rate
Source: Our case study
The first two results come from Omnisend's own write-ups, and the third is a Retention.com tool result, not an agency retainer result. A brand is named only where its publisher names it.
Hobby store email marketing flows that work
Six flows and campaigns carry most of the email revenue in a hobby, toy or gift store. Each card gives the trigger, the timing and what the message says.
Welcome by interest
Trigger: a new sign-up.
Timing: at once, then a few more emails over the first week.
What it says: a question about what they make, collect or shop for, then best sellers and project ideas in that category.
Abandoned cart and browse
Trigger: a cart or a product view with no order.
Timing: within hours, then again the next day.
What it says: the item, what it is used for, what else the project needs, and stock left on limited runs.
Project ideas after purchase
Trigger: the order is delivered.
Timing: on delivery, then a week or two later.
What it says: how to use what they bought, a project or pattern that uses it, and the supplies that complete it.
Loyalty points reminders
Trigger: a points balance close to a reward, or points about to expire.
Timing: when the balance nears a reward, and before the expiry date.
What it says: how many points they hold, what they can get, and a link to spend them.
Win-back
Trigger: no order for longer than the usual gap between orders.
Timing: one normal gap after the next order was due.
What it says: new arrivals in their category, a project idea, and an offer only in the last email.
Gifting peaks and launches
Trigger: the gifting calendar.
Timing: gift guides from early November, with early access for best customers by SMS.
What it says: gift ideas by age, interest and price, gift cards, and the last order dates.
What to watch in hobby, toy and gift email
Toy and gift emails reach families, so three rules matter more here than in most stores.
Email adults, not children
Emails go to the adult who signed up. In the US, the COPPA rule limits collecting personal data from children under 13, so we collect data from parents, never from children.
Age grades and safety marks
Toys carry age grades and safety marks, such as the CE and UKCA marks. We copy them from your product data, never from memory.
Clear giveaway terms
Giveaways and contests need clear rules and an end date. We link the terms in every email that promotes one.
SMS consent is collected separately from email consent. Enflow Digital is a marketing agency, not a law firm. Your lawyer approves claim wording.
What our clients say
We have no hobby or toy testimonial published yet. Omnisend's two stories above cover those stores, and these reviews come from founders of other ecommerce brands.
Jasmine Wang
Founder of theCorgily
"We worked with Enflow Digital to develop a few email campaigns that were proposed by them and it was beyond my expectations! The copy is high quality and tailored to my store. The designs are great too and they are always happy to change any designs based on our feedback. Highly recommend and we would love to work with the again!"
Suhail Rivera
Founder of Alkaline Herb Shop
Enflow Digital is the best company I have ever worked with. They are professional and on top of everything. They also create the most beautiful emails and have a lot of experience doing the work they do. I love that they do the research to help me come up with the best campaigns and that they have taken the time to learn our store. The emails they craft are usually filled with upsells, and the visuals are unparalleled.
Renee Moore
Founder of Cinch Skin
Omnisend recommended I give Enflow Digital a try and they did not disappoint. They worked quickly and efficiently and made some great changes to our flows and promotional emails. They also understood our brand perfectly (both tone of voice and creative) I would recommend this team for anyone wanting a stress free partnership. Thank you!
Marius Danilavicius
CMO of Two Wheels Empire
We've just launched our automations and they are already bringing us sales! The team displayed an impressive level of expertise and professionalism throughout our collaboration. Communication with their team was always smooth and on point. Would recommend to anyone!
Jessica Burman
Founder and CEO of Cocoon Apothecary
The Enflow Digital Team is dependable, professional, and provides top notch content. They took so much work off our plates by managing our email marketing and got us amazing results.
What email marketing costs for a hobby or gift store
Hobby, toy and gift stores pay the same fee as any store we work with. Our retainers run from $2,000 to $10,000+ per month, and the scope of your account sets where you land.
$2,000 to $10,000+ per month
Our fee only. These factors move it within the range.
- Flows
How many flows need building or rebuilding, loyalty and project flows included.
- Campaigns
How many emails go out each month, gift guides and launches included.
- SMS
Whether texts run beside your email.
- Design and copy
How much custom design and copywriting each email needs.
- Project or retainer
A one-off rebuild or ongoing monthly work.
Your email platform bills you separately. Our email marketing agency pricing guide explains the usual fee models.
How we work with a hobby, toy or gift store
We run hobby and gift accounts in five steps, starting from what your customers make, collect and buy.
Audit
We read your flows, campaigns, list health and order data by category, then rank the fixes by the revenue they can bring.
Plan
We plan flows by category and project, and put gifting dates, launches and loyalty offers on one calendar.
Build
We write, design and build the flows in your account, highest earners first, and switch each one on once you approve it.
Segment
We group customers by craft, hobby or recipient, by loyalty tier, and by how recently they ordered.
Test and report
We test subject lines, timing and offers, and report revenue by flow and by campaign each month.
Which platform fits a hobby or gift store?
Loyalty apps and catalogue size decide most of it. Both of the hobby stories Omnisend published about us ran on Omnisend.
Klaviyo
Klaviyo suits hobby stores with large catalogues and many categories, because it segments by product and browsing in detail. It connects to loyalty apps such as Smile.io and LoyaltyLion.
Omnisend
Omnisend suits small and mid-sized hobby and gift stores. Omnisend's stories about our hobby store rebuild and our Smile.io loyalty flow both ran on Omnisend.
Brevo
Brevo suits stores with a large list on a tight budget, because it prices by send volume, and stores that want WhatsApp beside email and SMS.
The hobby, toy and gift year
Gift stores live by the calendar, and hobby stores by the seasons of each craft. Four moments shape most of our plans for these stores.
November and December
Holiday gifting
The biggest weeks for toys and gifts: gift guides by age and price, early access, and last order dates.
January and February
New year projects
New hobbies, project kits and classes, plus Valentine's Day gifts.
March to May
Spring crafts and Mother's Day
Outdoor projects, spring collections, and Mother's Day gifts on both the UK and the US dates.
July and August
Summer holidays and back to school
Activities for the school holidays, then supplies for the new school year.
When we are not the right fit for a hobby or gift store
Enflow Digital is not the right agency for every hobby, toy or gift business. Four cases come up most.
- Sellers who sell only on Etsy, Amazon or other marketplaces. We work from your own store's data and your own customer list.
- Stores that want paid ads, not email. We run email and SMS. We do not buy social or search ads.
- Brands that want to email children. We write to parents and gift buyers, never to children.
- Products with age or safety limits we have not discussed. We decide on the first call whether we can take the account on.
Meet the founders
Karolina Uvarkina and Julius Urbanavicius run Enflow Digital every day. Our team of project managers, copywriters and designers does the account work.
Karolina Uvarkina
Co-Founder, Head of Email
Karolina Uvarkina built and exited ecommerce businesses before Enflow, leading their marketing: testing and refining what brought in leads and sales. Karolina has worked in email since 2018 and now leads email at Enflow Digital.
Meet KarolinaLinkedIn: Karolina UvarkinaInstagram: Karolina Uvarkina
Julius Urbanavicius
Co-Founder, Head of Growth
Julius Urbanavicius turned a weekend hobby into full-time work, building and exiting ecommerce brands that served tens of thousands of customers. Julius has worked in email since 2018 and leads growth at Enflow Digital.
Hobby, toy and gift email marketing questions
How do loyalty points emails work?
A loyalty points email tells customers how many points they hold and what they can get with them. It sends when a balance nears a reward and before points expire. Omnisend published the result of one such flow we built with Smile.io in its loyalty story.
Which email flows does a hobby store need first?
A hobby store needs a welcome flow that asks about interests, an abandoned cart flow and project ideas after purchase. Loyalty reminders and win-back come next. Our guide lists 10 automated email flows every ecommerce store needs.
How early should a toy store start holiday email?
A toy store should start warming its list in September or October, so volume can rise without hurting inbox placement. Gift guides go out from early November, and last order date reminders run through December.
Do you work with craft, model and collectible stores?
Yes. Craft, model and collectible stores use the same flows, with project ideas and supply lists at the centre. The first of Omnisend's stories on this page is about a hobby retailer.
Do you work with Klaviyo and Omnisend for hobby and gift stores?
Yes. Enflow Digital is an Omnisend Strategic Partner and a Klaviyo Partner, and we also run Brevo accounts. We work inside the account you already have, so your customers, flows and sending history stay in place.
How much does a hobby store email marketing agency cost?
Enflow Digital's retainers run from $2,000 to $10,000+ per month. The number of flows, the campaigns each month, SMS and the design work set the fee. Your email platform bills you separately.
Who owns the account and the designs?
You own the account and the designs. We work in your own Klaviyo, Omnisend or Brevo account, and every flow and template stays there if you stop working with us.
How long until the first flows are live?
The first flows go live as soon as you approve them. We build the flows with the highest revenue potential first, usually the welcome and abandoned cart flows, and switch each one on after you sign off the copy and design.
Is it too late to start before Black Friday?
It depends on the time left and the health of your list, so start with the free audit as early as you can. Toy and gift stores need the most time, because a cold list needs smaller sends before volume rises, or more Black Friday emails land in spam. After the audit we tell you what is realistic in the time left.
Guides for hobby and gift email
These guides go deeper on the loyalty, referral and flow work a hobby or gift store runs.
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Tell us about your store
Tell us what you sell, which email platform you use and what you want to fix, and we will reply by email.
Talk to us about your hobby, toy or gift store
Book a free strategy session. We look at your flows, your loyalty program and your gifting calendar, and tell you what to fix first.