Flows vs campaigns, in one paragraph
A campaign is an email you decide to send at a time you pick: a restock, a new batch, a holiday notice. A flow is an email that sends itself when a person does something: joins your list, leaves a cart, places an order, goes quiet. You build a flow once and it runs for every person who triggers it. Campaigns reach your list when you have news. Flows reach each person at the moment they are most likely to care.
The flows at a glance
These flows cover the moments that matter in a peptide store. The timings below are starting points to test, not rules.
| Flow | Starts when | Emails | Its one job |
|---|---|---|---|
| Welcome series | Somebody joins your list | 3 | Introduce the brand and how you test |
| Abandoned checkout | A checkout is started and not finished | 2 to 3 | Answer the question that stopped them |
| Abandoned cart | A cart changes and nobody buys | 2 to 3 | Bring them back to the cart they built |
| Browse abandonment | A known visitor views a product | 2 | Show the product and its paperwork |
| Post-purchase | An order is placed or ships | 1 to 3 | Order details, tracking, support, COA |
| Back in stock | A requested product returns | 1 | Say it is available |
| Win-back and sunset | No order or no opens for a long time | 2 to 3 | Ask them back, or stop mailing them |
Welcome series
Trigger: somebody joins your list, through a popup, an embedded form or the opt-in box at checkout.
A welcome series is your introduction. Three emails is a sound start. A common rhythm is the first email straight away, the second two days later, and the third three days after that.
- Who you are. The brand, what you sell, and what they will get from your emails. If they signed up for an offer, deliver it here.
- How you test. Your testing and COA story: which lab, what each certificate shows, and where a customer finds the one for their lot. This is the email that builds trust, and it is all about process, not outcomes.
- How to order. Payment methods, shipping times, and how to reach support. Many first orders stall on these questions, so answer them before they are asked.
Stop the series for anyone who buys partway through. They do not need to be told how to order.
Abandoned checkout and abandoned cart
These are two flows because they catch two different people. Abandoned cart starts when somebody changes their cart and leaves. Abandoned checkout starts when somebody began checking out and did not finish. The second person was one step from paying, and usually gave you their email address on the way. That makes it the flow to turn on first.
Timing is yours to test. As a starting point, the first reminder often goes out about an hour after the cart is left, a second a day later, and a last one a couple of days after that. Every reminder should stop the moment the person places an order.
Send the first email without a discount. Many people abandon because of a payment or shipping question, not price. Answer that: which payment methods you take, when it ships, and how to reach you. Link straight back to their cart so they do not have to rebuild it.
Subject lines that work and stay clean:
- “You left something in your cart”
- “Your cart is still here”
- “Questions about your order? Reply to this email”
Browse abandonment
Trigger: somebody looked at a product and did not add it to the cart. It only works for people you can identify, so it reaches subscribers and past customers, not anonymous visitors.
Keep it short. Two emails is plenty: one a few hours after the visit, one a couple of days later. Show the product they viewed, its name, its price and a link to its page and its certificate. A useful refinement is to save this flow for higher-priced products, so you are not chasing every page view.
Post-purchase
Trigger: an order is placed, or an order ships.
The first job of a post-purchase email is information, not selling. Say thank you, confirm what they ordered, say when it ships and how to track it, and say how to reach support. If your brand publishes a COA for each lot, link the one that matches their order. A customer who can find their paperwork without asking is a customer who comes back.
Later in the flow you can split by order size or by first order versus repeat. A first-time buyer might get an introduction to the rest of your catalogue. A repeat buyer might get a straight thank-you. Keep any email with an offer in it marked as marketing, so unsubscribes are respected.
Back in stock and restock
Trigger: somebody asked to be told when a product returns, and it came back.
This is the easiest email you will ever write, because they asked for it. Make it a straight notice: the product name, that it is available, and a link to buy. Skip countdown timers and invented “only 3 left” lines. If stock really is limited, say so once, plainly.
- “[Product name] is back in stock”
- “The item you asked about is available again”
Win-back and sunset
Win-back starts after an order and waits. Our ready-made version waits 40 days, checks that the customer really has not ordered again, then sends up to three emails: a hello, what is new, and a last note. Set the wait to match how often your customers normally reorder.
Sunset is for people who never engage. They get two last emails, and if they still do not open or click, you stop sending them marketing. This feels like losing contacts. It is the opposite. Mailing people who ignore you tells inbox providers your mail is unwanted, which hurts delivery to the people who do read it. A smaller list that engages beats a big one that does not.
Words to keep out of every flow
Automated emails run for months without anyone rereading them. A claim written once goes out thousands of times. So the rules matter more here than anywhere.
Keep these out of every flow email, subject line and preview:
- Dosing, protocols or instructions for use in people.
- Any disease, condition or symptom.
- Weight, body composition or performance outcomes.
- Before and after stories, testimonials about effects.
- “For human use”, or anything that implies it.
A “research use only” label does not cancel the rest of the email. Under 21 CFR 201.128, a product's intended use “may, for example, be shown by labeling claims, advertising matter, or oral or written statements by such persons or their representatives.” An email is advertising matter. The FDA made the same point in a warning letter dated 24 August 2026: “Despite statements on your product labeling marketing your products ‘for research use only’ and ‘not for human or veterinary use,’ evidence obtained from your website establishes that your products are intended to be drugs for human use.” We track these letters in FDA warning letters to peptide sellers in 2026.
The FTC's health products compliance guidance says claims about the health benefits or safety of health-related products require “competent and reliable scientific evidence”, and it looks at implied claims as well as express ones. A subject line can imply a claim on its own.
Then the email basics. The FTC's CAN-SPAM guide requires accurate header information, a subject line that reflects the content, your valid physical postal address, a clear way to opt out, and opt-outs honoured within 10 business days. Every flow email that promotes something needs all of them.
What you can write freely: product names, prices, stock status, shipping and payment details, lab and COA information, and how to contact you. That is enough to build every flow on this page.
Turning them on in Amino Engine
Every flow above is in the Amino Engine library as a ready-made starting point: welcome series, abandoned cart, abandoned checkout, browse abandonment, post-purchase, back in stock, win-back and sunset, plus price drop and search abandonment. Each arrives switched off. You edit the emails, then press Turn it on. Only things that happen after that moment enrol anybody, so a new cart flow never mails last year's carts.
The WooCommerce plugin feeds the triggers: carts, checkouts, orders, product views, restocks and the opt-in box at checkout. The WooCommerce email marketing page shows what it sends. Flows are built in a drag-and-drop editor: pick a trigger, then drop emails, waits, splits and A/B tests onto the line. An AI agent can also build them as drafts through our API or MCP server, and a person switches them live.
Revenue is credited to the last email click within five days. Opens never count. That way you see which flow actually earns.
Moving from another platform? The step by step moving guide covers the order. For the bigger picture, read email marketing for peptide brands, or see the plans on the pricing page.
This is general information, not legal advice.