The 7 must-have email flows for more conversions in 2025
How can you increase not only your sales, but also your customers' loyalty?
In 2025, it will no longer be enough to focus solely on conversions. Customers expect a seamless, personalized, and valuable experience at every point of their customer journey. The secret? Smart, automated email flows that ensure both conversion and the ultimate customer experience.
With the right technology—such as a Customer Data Platform (CDP) or a Customer Experience Platform, such as Bloomreach—you can automate and personalize these email flows. This not only increases revenue, but also strengthens customer relationships. In this blog, we'll take you through the seven must-have email flows that will take your marketing strategy to the next level.
1. Abandoned Cart Flow: Win back customers who are unsure
What happens when a customer leaves products in their shopping cart? Without action, you lose revenue. But with a smart abandoned cart flow, you give customers that little nudge they need to complete their purchase.
🔑 Why does it work?
- Personalized emails with product details and stock status inspire confidence.
- Offers such as free shipping lower the barriers to purchase.
Frequently asked question: "How often should I send a reminder?"
Send a first email within an hour, a second after 24 hours, and possibly a final one after 48 hours. Test which timing works best for your target audience.
2. Welcome Flow: A strong start to the customer journey
First impressions count. A powerful welcome email is the perfect opportunity to get your new customers excited about your brand.
🔑 What should be included?
- A warm welcome and explanation of what customers can expect from you.
- Possibly a discount code for the first purchase.
Frequently asked question: "How long should my welcome flow last?"
A flow of 2-3 emails spread over a week often works well. Start with a welcome, followed by an inspiring message, and conclude with a call to action.
3. Back-in-Stock Flow: Give customers what they really want
A customer wanted to buy a product that was out of stock. As soon as the product is available again, a back-in-stock email ensures that you get that customer back.
🔑 Why is this important?
- Customers feel heard when you keep them informed.
- A sense of urgency ("Back in stock, but limited quantities!") encourages quick decisions.
Frequently asked question: "How can I add urgency?"
Use phrases such as "Limited stock available!" or "Only a few left" to encourage action.
4. Browse Abandonment Flow: Subtly remind customers
Not all customers add products to their shopping cart. Some just browse. The browse abandonment flow helps bring back hesitant customers.
🔑 What makes this flow effective?
- Show products that the customer has viewed previously.
- Add recommendations to further inspire them.
💡 Frequently asked question: "What if a customer doesn't come back?"
Combine this flow with retargeting via social media to increase visibility.
5. Post-Purchase Flow: Build a relationship after the purchase
The customer has made a purchase. But the relationship has only just begun. With a post-purchase flow, you give them a positive experience after the purchase.
🔑 Tips for this flow:
- Thank the customer and provide valuable tips on how to use the product.
- Make cross-sell or up-sell suggestions based on the purchase.
Frequently asked question: "How can I avoid coming across as too pushy?"
Focus on value. For example, provide a video tutorial or user tips before recommending additional products.
6. Winback Flow: Reactivate dormant customers
Do you have customers who haven't bought anything in a while? A winback flow helps to reactivate them with an attractive message.
🔑 What works well?
- Remind them of previous purchases and offer related products.
- Add an exclusive discount to encourage them to buy again.
Frequently asked question: "How do I know when a customer is 'inactive'?"
Analyze purchasing behavior: for example, 3-6 months without a purchase can be a good threshold.
7. Loyalty Program Flow: Reward your most loyal customers
Loyal customers are worth their weight in gold. With a loyalty program flow, you can ensure that they remain engaged and come back more often.
🔑 What should you communicate?
- Let customers know how many points or benefits they have accumulated.
- Invite them to exclusive promotions or discounts.
Frequently asked question: "What if I don't have a loyalty program?"
Create a simple reward structure, such as a discount after X purchases, and use this flow to communicate it.
The impact of smart email flows in 2025
With these 7 must-have flows, you will not only create more sales opportunities, but also improve the customer experience. Every point of contact is an opportunity to engage and retain your customers.
What makes this approach future-proof?
In 2025, everything will revolve around hyper-personalized journeys. Platforms such as Bloomreach Engagement help you to effortlessly automate these flows and tailor them entirely to your customers' behavior.
Ready to take your email marketing to the next level?
At Clever Strategy, we combine smart technology with strategic insight. Together, we ensure measurable results and satisfied clients.
👉 Contact us and discover how we can make your email campaigns future-proof!
Inner Smile Clever Strategy on employee happiness
© Jan Kok
This is how we build job satisfaction and results at Clever
The world of work is changing. People want more than just a good job. They are looking for work that energizes them, allows room for growth, and contributes to who they are.
At Clever , we Clever that real growth starts with people. That's why we've chosen to work according to the Inner Smile philosophy: a working style that provides insight into how you're really doing, both at work and outside of it.
What is Inner Smile?
Inner Smile developed in collaboration with the Erasmus Happiness Economics Research Organization (EHERO). The approach is based on the Happiness Wheel: a scientifically based model that provides insight into how people feel in different areas of their lives.
Think of themes such as job satisfaction, health, personal development, relationships, and meaning. For two weeks, you answer short questions every day. No long questionnaires, just compact check-ins that together form a clear personal profile. You discover what gives you energy, what drains your energy, and where you see opportunities to feel better. It is not a test or an assessment. It is a mirror that helps you stay focused on what really matters.
How we work with it at Clever
Everyone in the team decides for themselves whether they want to participate. Participation is entirely voluntary and the results are personal. However, the insights gained do have an impact, including at the team level.
We have conversations based on topics that really matter. Instead of waiting for something to go wrong, we talk in advance about balance, focus, and job satisfaction.
Managers use the insights to provide better guidance. Teams are given tools to work together more effectively. And as an organization, we learn to listen better to what is going on and what people need to thrive.
What it brings
For our team, it means more peace of mind, clarity, and space. More openness and trust, because it is normal to talk about how things are really going.
For our customers, it means working with a team that is conscious and committed. A team that radiates energy, shows ownership, and dares to make choices that are good for the long term.
Because strong customer relationships start with people who are balanced.
With people who know themselves, and thus make room for others.
Want to know more? Feel free to contact us!
Take it to the next level with a personalized customer experience
Why your customer doesn't feel a connection – and what you can do about it
You have a beautiful online store. Great products. You invest time in marketing. But still, that real connection with your customer is missing. Sound familiar?
More and more brands are encountering the same issue: customers click away before they buy anything, or they visit once and never return. This is not because of your product range, but because you still communicate with customers the way everyone used to: in a general, broad, broadcast manner. And that no longer works.
What then? Relevance. Personal attention. At the right time, through the right channel, with the right message. And yes—that requires technology. But with a human touch.
Technology won't help you move forward if your customer doesn't feel seen.
The world of marketing technology (MarTech) has changed rapidly. Whereas in the past you were happy with a good CRM and a newsletter, customers now expect you to know what they are looking for – even before they have said anything.
💡 67% of Gen Z believe that companies can already do this. And honestly? They're right. The technology is there. You just have to use it properly.
From mass production to customization
The evolution of marketing technology can be broadly summarized as follows:
Only then will marketing really work, and for that you need tools that understand your customer. Think of a CDP (Customer Data Platform) that brings all your customer data together. Or a marketing automation system that automatically triggers the right message. And then AI makes it completely smart and real-time. And that's just the beginning.
Customer relationships are built just like real relationships – step by step
At Clever Strategy , weStrategy customer experience as a relationship. And just like in real life, you don't start by getting married. You have to flirt first. Get to know each other. Spend time together. Only then can something beautiful blossom. We call this the Clever of a Relationship.
Flirt – First impression
This is all about attracting attention. Don't shout, but entice. Make sure your homepage responds to the visitor's needs. Show relevant products based on previous purchases, search behavior, or location. Consider a dynamic pop-up with a specific promotion or a customized landing page.
What are the benefits? A 29% increase in conversion rate, solely due to personalized content the homepage.
Build– Time together
A first click is great, but how do you ensure someone stays? Collect first-party data, enrich customer profiles, send personalized follow-ups. Here you use email flows, smart recommendations, and segmentations based on behavior. Think: "You bought a T-shirt? These pants go well with it."
Did you know that after a second purchase, customers have a 50-60% chance of returning for a third?
Keep – Moving forward together
This is where loyalty begins. Make customers feel appreciated with a loyalty program that works. Don't just save points, but also surprise them with personalized rewards. Think birthday gifts, exclusive previews, or discounts based on behavior.
There are three types of programs:
Combine this with AI a CXP (Consumer Experience Platform)? Then you're taking it to the next level.
Why start now?
Personal customer experience is no longer a nice-to-have. It is an absolute necessity. Your customers expect it. The tools are there. And the best part? You don't have to do it alone.
At Clever Strategy, we help you use customer data smartly, build journeys that truly resonate with customers, and deploy technology as intended: human, effective, and sustainable.
How personal is your customer relationship today? And where do you want to go?
Let us know. Together, we will make your customer journey future-proof. Please also let us know if you would like to see examples. For example, the case for our client Girav, which was awarded a DSA award in 2024 in the category "Best use of personalization."
Leave your details here and we will contact you shortly.
Clever Strategy Webwinkel Vakdagen 2025
Clever Strategy is there! Webwinkel Vakdagen 2025
This year, we are once again proud to be present at the Webwinkel Vakdagen, the leading event for e-commerce professionals. On April 2 and 3, 2025, we invite you to discover our vision for next-level customer experience.
Go next-level: The path to a personalized customer experience
How do you truly connect with and engage your customers? During our session on Wednesday, April 2, at 2:45 p.m. (lecture hall 7), Kjeld Piek and Wouter Vos will show you how to transform buyers into loyal customers. Using AI marketing automation, we turn data and technology into powerful tools for growth and impact.
What can you expect?
✔️ Hyper-personalized customer journeys that keep your customers loyal.
✔️ Practical insights to make your customer experience future-proof.
✔️ Case studies from leading brands such as Girav, Boska, and Lucardi.
As winner of the Dutch Search Award 2024 in the category "Best use of personalization," we share our proven approach: measurable results and collaboration that works. No empty promises, but tangible impact.
Come by and chat with us!
Admission is free, but be quick. Register now via the Webwinkel Vakdagen website and discover the future of e-commerce. You can also find us at the Deployteq stand (number 162) again this year.
📅 When: April 2 and 3, 2025
📍 Where: Jaarbeurs, Utrecht
👉 Sign up for free and discover more: https://www.webwinkelvakdagen.nl/bezoekers/gratis-tickets
The 7 must-have email flows for more conversions in 2025
The 7 must-have email flows for more conversions in 2025
How can you increase not only your sales, but also your customers' loyalty?
In 2025, it will no longer be enough to focus solely on conversions. Customers expect a seamless, personalized, and valuable experience at every point of their customer journey. The secret? Smart, automated email flows that ensure both conversion and the ultimate customer experience.
With the right technology—such as a Customer Data Platform (CDP) or a Customer Experience Platform, such as Bloomreach—you can automate and personalize these email flows. This not only increases revenue, but also strengthens customer relationships. In this blog, we'll take you through the seven must-have email flows that will take your marketing strategy to the next level.
1. Abandoned Cart Flow: Win back customers who are unsure
What happens when a customer leaves products in their shopping cart? Without action, you lose revenue. But with a smart abandoned cart flow, you give customers that little nudge they need to complete their purchase.
🔑 Why does it work?
Frequently asked question: "How often should I send a reminder?"
Send a first email within an hour, a second after 24 hours, and possibly a final one after 48 hours. Test which timing works best for your target audience.
2. Welcome Flow: A strong start to the customer journey
First impressions count. A powerful welcome email is the perfect opportunity to get your new customers excited about your brand.
🔑 What should be included?
Frequently asked question: "How long should my welcome flow last?"
A flow of 2-3 emails spread over a week often works well. Start with a welcome, followed by an inspiring message, and conclude with a call to action.
3. Back-in-Stock Flow: Give customers what they really want
A customer wanted to buy a product that was out of stock. As soon as the product is available again, a back-in-stock email ensures that you get that customer back.
🔑 Why is this important?
Frequently asked question: "How can I add urgency?"
Use phrases such as "Limited stock available!" or "Only a few left" to encourage action.
4. Browse Abandonment Flow: Subtly remind customers
Not all customers add products to their shopping cart. Some just browse. The browse abandonment flow helps bring back hesitant customers.
🔑 What makes this flow effective?
💡 Frequently asked question: "What if a customer doesn't come back?"
Combine this flow with retargeting via social media to increase visibility.
5. Post-Purchase Flow: Build a relationship after the purchase
The customer has made a purchase. But the relationship has only just begun. With a post-purchase flow, you give them a positive experience after the purchase.
🔑 Tips for this flow:
Frequently asked question: "How can I avoid coming across as too pushy?"
Focus on value. For example, provide a video tutorial or user tips before recommending additional products.
6. Winback Flow: Reactivate dormant customers
Do you have customers who haven't bought anything in a while? A winback flow helps to reactivate them with an attractive message.
🔑 What works well?
Frequently asked question: "How do I know when a customer is 'inactive'?"
Analyze purchasing behavior: for example, 3-6 months without a purchase can be a good threshold.
7. Loyalty Program Flow: Reward your most loyal customers
Loyal customers are worth their weight in gold. With a loyalty program flow, you can ensure that they remain engaged and come back more often.
🔑 What should you communicate?
Frequently asked question: "What if I don't have a loyalty program?"
Create a simple reward structure, such as a discount after X purchases, and use this flow to communicate it.
The impact of smart email flows in 2025
With these 7 must-have flows, you will not only create more sales opportunities, but also improve the customer experience. Every point of contact is an opportunity to engage and retain your customers.
What makes this approach future-proof?
In 2025, everything will revolve around hyper-personalized journeys. Platforms such as Bloomreach Engagement help you to effortlessly automate these flows and tailor them entirely to your customers' behavior.
Ready to take your email marketing to the next level?
At Clever Strategy, we combine smart technology with strategic insight. Together, we ensure measurable results and satisfied clients.
👉 Contact us and discover how we can make your email campaigns future-proof!
How to ensure your website and emails are accessible to everyone
Make digital accessibility your strongest asset
Imagine: you want to buy a concert ticket via a website. You're in a hurry, but the buttons on your phone aren't working properly. Frustrated, you close the site and choose a competitor. For many people with disabilities, this is a daily reality, even with major brands. This is precisely why digital accessibility is more than just a technical detail. It's an opportunity to welcome everyone—and we mean everyone—to your digital environment.
Accessibility is not a luxury. It is the basis for an internet where everyone can navigate, read, buy, and enjoy. Whether you run an online store, informational website, or marketing campaign, your digital communications must be usable for everyone, regardless of limitations. Let's discover together how you can achieve this and why it makes a difference for your business.
What does digital accessibility mean in practice?
Accessibility is about designing digital experiences that are usable for everyone. This means taking into account blind and visually impaired people, people with limited motor skills, and even situations where users are temporarily limited, such as when walking or in bright sunlight.
But accessibility goes beyond this. Websites and emails that are accessible often prove to be clearer, more user-friendly, and more enjoyable for all users. Everyone benefits from clear navigation, easily readable text, and intuitive designs. And that makes accessibility a strategic investment for every company.
How can you make your website accessible to everyone?
Start with structure and navigation
A good foundation starts with semantic HTML. For example, use clear headings and logical sequences in your code. For extra support, add ARIA labels, which help screen readers interpret the content correctly. This makes your content usable for visually impaired users.
Ensure keyboard accessibility
Not everyone uses a mouse. Make sure all interactive elements, such as buttons and links, are easy to operate using the Tab key. Also add a visual indicator so that users can see where they are in the navigation.
Optimize color contrast and readability
Ensure sufficient color contrast between text and background (at least 4.5:1) and use fonts that are easily readable on all screens. Allow text to scale flexibly up to 200% without losing functionality. This will make your site accessible to people with visual impairments and more pleasant for all other visitors.
And what does this mean for emails?
Accessibility in emails is just as important—and sometimes more challenging due to the technical limitations of different email clients. However, there are practical steps you can take:
What are the benefits of accessibility?
Improving your accessibility is not only good for your customers, but also for your brand. Accessible websites and emails:
In addition, accessible websites often yield better SEO results, as search engines value structured and well-organized content.
Frequently asked questions about accessibility
What if I'm not technically inclined?
That doesn't have to be a problem. With the right guidance and tools, such as the Litmus Accessibility Checker or Parcel, you can easily test and improve accessibility.
Is accessibility really necessary for my business?
Yes! Not only to serve everyone, but also because accessibility is often required by law, depending on your industry.
Is accessibility expensive to implement?
Many adjustments, such as improved structure and color contrasts, are easy to implement without incurring significant costs. More substantial improvements sometimes require greater investment, but they pay for themselves in terms of customer satisfaction and conversion.
Make a difference with Clever Strategy
Accessibility is more than a checklist; it is an opportunity to make your digital presence stronger, more inclusive, and more effective. At Clever Strategy, we help you not only with the technical implementation but also with a strategic approach that aligns with your brand and goals.
Flirt-Build-Keep: how to build long-lasting customer relationships
Building relationships with the Clever Build-Keep model
Why genuine relationships make all the difference
Imagine: a visitor comes to your website from an advertisement. The click is there, interest has been piqued. But then what? How do you ensure that this initial connection grows into a valuable, long-term relationship? Just like in everyday life, a good relationship requires attention, trust, and a plan. Many companies get stuck in that initial "flirtation" phase, but forget to build on the relationship or maintain it.
At Clever Strategy , weStrategy that success isn't just about the first click, but about how you grow and strengthen a relationship. That's why we developed the Clever : a strategic framework that allows you to not only initiate relationships, but also maintain them in a sustainable way.
What is the Clever -Keep model?
Building relationships works in three phases: Flirt, Build, and Keep. Each phase has its own goal and requires a specific approach:
Flirt – Making a first impression
This is the moment when you grab attention. Just like in real life, flirting is all about arousing curiosity and seeking connection. This is where you build trust and spark interest. Consider using catchy ads, relevant content smart social media campaigns.
Build – Deepening the relationship
The flirting phase may be successful, but what comes next? In the Build phase, you lay the foundation for a long-term relationship. This is all about delivering value, staying relevant, and showing that you understand your customer's needs. You can do this with marketing automation, personalized communication, and valuable interactions, for example.
Keep – Maintain and strengthen the relationship
The biggest mistake companies make? Thinking that once a customer is "in," no more work is needed. In the Keep phase, you continue to add value and show that you value the relationship. Think loyalty programs, exclusive content proactive support. This is how you retain customers and create ambassadors.
How does the model work in practice?
Imagine: you are an e-commerce company that sells premium sportswear. Here's how you apply the Flirt-Build-Keep model:
Why this model works
The Clever Flirt-Build-Keep model provides structure to how you build relationships. It prevents you from getting stuck in isolated campaigns or one-off actions. Instead, you create a systematic approach that builds trust and loyalty.
Flirt attracts attention, Build creates depth, Keep maintains lasting connection.
Do you want to get started with real relationships?
With the Clever Flirt-Build-Keep model, you lay a solid foundation for sustainable customer relationships. Curious how to concretely apply this model to your business? Contact us and discover how we build relationships together that keep growing.