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 skincare and beauty brands
Email and SMS marketing for skincare and beauty brands
Enflow Digital plans and runs skincare email marketing and SMS for beauty brands that sell online. We build the flows that turn a first order into a routine, and the campaigns that carry your launches and gifting peaks.
- Flows: welcome, abandoned cart, routine education, replenishment and win-back.
- Platforms: Klaviyo and Omnisend, with SMS in the same account.
- Proof: a published Omnisend story about a skincare brand, and reviews from beauty founders.
Trusted by 100+ brands
What skincare and beauty brands bring to us
Beauty founders usually call us with one of four problems. Here they are in their own words, with what we do about each.
“Our flows stop after one email”
The store has a welcome email and a cart reminder, and nothing after the first order. We build the flows that bring a customer back for the next step of the routine and the refill.
“Customers buy once and never reorder”
A cleanser or serum runs out on a schedule. Without a reminder timed to that schedule, the reorder goes to whichever brand the customer sees first.
“Our list only opens for a discount”
Weekly sales trained the list to wait for a code. We shift the calendar toward routines, launches and bundles, and keep discounts for the dates that earn them.
“Our last agency sent pretty emails and no plan”
We start from your account data and a ranked list of fixes. Design matters in beauty, and it follows the plan instead of replacing it.
The agency behind the work
Enflow Digital plans and sends email and SMS for ecommerce brands, with skincare and beauty among our largest groups of clients. The figures below cover all our clients, not only beauty brands.
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 a story about one email we sent for a skincare brand on Black Friday. The other two cards come from other ecommerce stores we work with, so you can see how the same team works on flows and loyalty.
Skincare brand, Black Friday
$17,980.66
from one VIP email
One plain-text email to repeat buyers
1,676 emails sent and 110 orders, more than all of the previous month's broad campaigns combined
Source: Omnisend customer story
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
Every result here comes from Omnisend's own write-ups. A brand is named only where Omnisend names it.
Skincare email marketing flows and campaigns that work
Six flows and campaigns carry most of the email revenue in a beauty store. Each card gives the trigger, the timing and what the message says.
Welcome and first purchase
Trigger: a new sign-up.
Timing: at once, then a few more emails over the first week.
What it says: who the brand is, which product to start with for each skin type or concern, and reviews from customers with the same concern.
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 product, its key ingredients and how to use it, plus answers to what stops a first order: skin type, shade match and returns.
Post-purchase and routine education
Trigger: the first order ships.
Timing: on delivery and over the next two weeks.
What it says: how to apply the product, where it sits in a routine, when to expect results, and the next product in the routine.
Replenishment
Trigger: the order date and the size of the product bought.
Timing: a few days before the product runs out, worked out from pack size and daily use.
What it says: a reminder with a one-click link back to the product, or an offer to subscribe.
Win-back
Trigger: no order well past the customer's usual reorder gap.
Timing: one reorder gap after the refill was due.
What it says: what is new, a reminder of the product they used, and an offer only in the last email.
Launches, shade drops and peak dates
Trigger: the campaign calendar.
Timing: early access for past buyers by email and SMS, then the full list.
What it says: what launched, who it suits and how much stock is left.
What to watch in skincare and beauty email
Beauty emails can say how a product looks, feels and cares for skin. They cannot say it treats a condition. In the US, the FDA decides whether a product is a cosmetic or a drug by its intended use, and the claims in your marketing help set that use. We follow three rules in every beauty email.
No treatment claims
Words such as “cures acne”, “heals eczema” or “stops hair loss” describe a drug, not a cosmetic. We write about the look and feel of skin instead.
Proof behind every result
“Clinically tested” needs the test behind it. A before and after photo needs the customer's permission and a fair picture of typical results.
Separate SMS consent
A customer who signs up for email has not agreed to texts. We collect SMS consent on its own, with its own checkbox.
Enflow Digital is a marketing agency, not a law firm. Your lawyer or regulatory adviser approves claim wording.
What beauty founders say about our work
Three of these reviews come from skincare and beauty founders, at Cinch Skin, The Truth Beauty Company and Cocoon Apothecary. The others come from other ecommerce brands we work with.
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!
Jennifer Freitas
Founder of The Truth Beauty Company
We hired Enflow to audit and improve our automations and the rates tell the story! And a happy story it is! We have seen a lot of growth - and recognize the potential to see more growth. Julius and his team work quickly and provide very robust reports! 1000% would I work with Enflow again!
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.
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.
Amr Siam
Founder of GoDoggy.JP
"It was an absolute pleasure working with Enflow Digital! They really helped us improve our Klaviyo performance and helped setup very profitable flows for us. On top of that, he went above and beyond to get a deep understanding of not only our business, but also our customers as well. Would highly recommend the team to anyone."
What email marketing costs for a beauty brand
A beauty brand pays the same fee as any store we work with. Our retainers run from $2,000 to $10,000+ per month, and the work your account needs 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, replenishment included.
- Campaigns
How many emails go out each month, launches and gifting peaks 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 beauty brand
Work with a skincare or beauty brand runs in five steps, from an audit of your account to tests that keep improving it.
Audit
We read your flows, campaigns, list health and order data, then rank the fixes by the revenue they can bring.
Plan
We set reorder timings from your pack sizes and order gaps, and put launches and gifting dates 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 the products they buy, their skin concerns where they told you, and how recently they ordered.
Test and report
We test subject lines, offers and send times, and report revenue by flow and by campaign each month.
Which platform fits a skincare and beauty store?
Klaviyo and Omnisend both run beauty stores well, and Brevo suits some. The choice comes down to your data, your SMS plans and your budget.
Klaviyo
Klaviyo suits beauty brands with a large catalogue and a long order history. It segments by product bought, predicts the next order date once there is enough order data, and sends SMS from the same account.
Omnisend
Omnisend suits small and mid-sized beauty stores that want email, SMS and push in one simpler account. The VIP email in Omnisend's skincare story was sent from Omnisend.
Brevo
Brevo suits beauty stores that send a lot of email on a tight budget, or want WhatsApp beside email and SMS. Brevo prices its plans by send volume.
The skincare and beauty year
Beauty sales follow the gifting calendar and the seasons of skin care. Four moments set most of our campaign plans for beauty brands.
November and December
Black Friday and holiday gifting
Gift sets, early access for past buyers, and the last order dates for delivery before the holidays.
January
New year routines
Routine resets, how-to content and refills for customers who got your products as gifts.
February to May
Valentine's Day and Mother's Day
Mother's Day falls in March or early April in the UK and in May in the US, so a store selling to both runs two campaigns.
May to August
Summer and SPF season
Sun care, lighter textures and travel sizes, sent by region so the timing matches the weather.
When we are not the right fit for a beauty brand
Enflow Digital is not the right agency for every beauty business. Four cases come up most.
- Brands that sell only on Amazon or other marketplaces. We work from your own store's data and your own customer list.
- Brands that want paid ads, not email. We run email and SMS. We do not buy social or search ads.
- Brands that want treatment claims in their emails. We will not write that a cosmetic cures or heals a condition.
- Products that need a prescription or a licence to sell. 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.
Skincare and beauty email marketing questions
Which email flows does a beauty brand need first?
A beauty brand needs a welcome flow, abandoned cart and browse flows, and a post-purchase flow that teaches the routine. Replenishment and win-back flows come next, once the first three are live. Our guide lists 10 automated email flows every ecommerce store needs.
Can beauty customers buy without leaving the email?
Not fully in most inboxes. The closest option is a link that opens checkout with the product already in the cart, so the purchase takes one tap from the email. Shopify calls these cart permalinks. Gmail and Yahoo Mail can also show interactive elements such as carousels, covered in our guide to interactive email.
When should a replenishment email send?
A replenishment email should arrive a few days before the product runs out. We work out the timing from the pack size and how much a customer uses each day, then adjust it to the real reorder gaps in your order data. For example, a 30 ml serum used at about half a millilitre a day lasts about 60 days, so the reminder goes out around day 50.
Do you run email and SMS together for beauty brands?
Yes. One Enflow Digital team plans your email and SMS on one calendar, so a launch or a refill reminder reaches each customer once, on the channel they chose. SMS consent is collected separately from email consent.
Do you work with Klaviyo and Omnisend for beauty 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 history stay in place.
How much does a beauty 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. A cold list needs smaller sends before volume rises, or more of your Black Friday emails land in spam. After the audit we tell you what is realistic.
Can you write ingredient-led emails without making medical claims?
Yes. We describe what an ingredient does for the look and feel of skin, how to use it and who it suits. We leave out words that claim to treat a condition, and your adviser approves any claim before it sends.
Guides for beauty email
These guides go deeper on the flows a skincare or beauty store runs.
- Email Marketing
Welcome Email Series & Onboarding Campaigns That Drive First Purchase
By delivering personalized, engaging emails, you can introduce your brand, highlight product benefits, and drive conversions right from the start.
- Email Marketing
Post-Purchase & Loyalty Email Campaigns That Maximize CLTV
For eCommerce brands, winning a sale is only the beginning. The true […]
- Email Marketing
Cart Abandonment & Browse Abandonment Strategies That Recover Revenue (2025)
Driving traffic to your eCommerce store is only half the battle – […]
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The Ultimate Ecommerce Email Automation Playbook: Flow Strategies That Drive Revenue in 2025
Learn effective email automation strategies that can significantly boost your ecommerce revenue and enhance customer engagement in 2025.
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 skincare or beauty store
Book a free strategy session. We look at your flows, your list and your reorder data, and tell you what to fix first.