Email marketing and flows: the parts, in plain words

56 parts and 16 phrases. Apps in this area include Klaviyo, Omnisend, Mailchimp, Drip, Brevo.

Flowsemail.flowShowAn automatic sequence of emails: a trigger starts it, steps run in order, and conditions decide who goes on or stops.

What starts a flowemail.flow.triggerShowThe event, date or change that puts a contact into a flow.

How to extend

EventMany side by sideevent.cart.abandoned event.checkout.started event.customer.created event.order.paid event.order.fulfilled event.shipment.delivered event.inventory.restored event.wishlist.addedA flow plugin subscribes to store events and starts its own sequence; many flows can listen to the same event.

Part	Litestore today	How to extend
Cart left inactive`email.flow.trigger.cart.inactive`This trigger starts a flow when a shopper with a known email leaves items in the cart without ordering for a set time.	Core`modules/email/automations.ts`	Event · many
Checkout started`email.flow.trigger.checkout.unfinished`This trigger starts a flow when a shopper begins checkout and does not finish the order.	Plugin	Event · many
Product viewed, not added`email.flow.trigger.product.viewed_no_cart`This trigger starts a flow when a known visitor views a product and leaves without adding anything to the cart.	Plugin	Event · many
Account created`email.flow.trigger.account.created`This trigger starts a flow when a shopper creates an account, and Litestore sends a welcome email and an optional welcome coupon at that point.	Core`jobs/domain-events.ts`	Event · many
Joined a list`email.flow.trigger.list.joined`This trigger starts a flow when a contact is added to a subscriber list, usually through a signup form.	Plugin	Event · many
Order placed`email.flow.trigger.order.placed`This trigger starts a flow when a customer places an order, and Litestore sends the order confirmation email from it.	Core`jobs/domain-events.ts`	Event · many
Order shipped`email.flow.trigger.order.shipped`This trigger starts a flow when an order is fulfilled and handed to the carrier, and Litestore sends the shipped email from it.	Core`jobs/domain-events.ts`	Event · many
Order delivered`email.flow.trigger.order.delivered`This trigger starts a flow when the carrier marks a shipment delivered, and Litestore starts its review request sequence from it.	Core`modules/email/automations.ts`	Event · many
No order for a set time`email.flow.trigger.customer.inactive`This trigger starts a flow for a past buyer who has placed no order for a set number of days; Litestore runs it from a daily job and it is off until the number of days is set.	Core`jobs/cron.index-data.ts`	Event · many
Date on the profile`email.flow.trigger.profile.date_reached`This trigger starts a flow on, or a set time before, a date stored on the contact, such as a birthday, and can repeat each year.	Plugin	Event · many
Product price lowered`email.flow.trigger.product.price_lowered`This trigger starts a flow when the price of a product a contact viewed, carted or saved falls by a set amount or percentage.	Plugin	Event · many
Product restocked`email.flow.trigger.product.restocked`This trigger starts a flow for contacts who asked to be told when a sold-out product or variant has stock again.	Plugin	Event · many
Entered a segment`email.flow.trigger.segment.entered`This trigger starts a flow when a contact starts matching the conditions of a segment.	Plugin	Event · many
Custom event`email.flow.trigger.event.recorded`This trigger starts a flow from any named event the store or another app records against a contact.	Plugin	Event · many

Flow stepsemail.flow.stepShowWhat a flow does once a contact is in it, step by step.

How to extend

Core onlyLitestore's built-in flows are plain code with a durable sleep and send; a richer step builder belongs to a flow plugin.

Part	Litestore today	How to extend
Wait`email.flow.step.wait`A wait step pauses the flow for a set time, such as two days, before the next step runs.	Core`modules/email/automations.ts`	Core only
Send a message`email.flow.step.send`A send step queues one email to the contact in the flow.	Core`modules/email/automations.ts`	Core only
Split into branches`email.flow.step.split`A split step sends each contact down one of two branches depending on whether a condition matches.	Plugin	Core only
Random split`email.flow.step.random_split`A random split sends a set share of contacts down each branch so two versions of a flow can be compared.	Plugin	Core only
Update the profile`email.flow.step.update_profile`An update step writes a value onto the contact, such as a tag or a property.	Plugin	Core only
Call a webhook`email.flow.step.webhook`A webhook step posts the contact and event data to an outside address so another system can act on it.	Plugin	Core only
Attach a coupon`email.flow.step.add_coupon`A coupon step adds a discount code to the next message, and Litestore skips its recovery coupon when the configured code is expired or used up.	Core`modules/email/automations.ts`	Core only

Flow conditionsemail.flow.conditionShowThe checks that stop a contact or keep them in a flow.

How to extend

Core onlyThe checks in the built-in flows read Litestore's own orders, carts and reviews; a plugin flow brings its own checks.

Part	Litestore today	How to extend
Has not ordered`email.flow.condition.not_ordered`This condition stops the flow once the contact's cart becomes an order or is cleared.	Core`modules/email/automations.ts`	Core only
Has not reviewed`email.flow.condition.not_reviewed`This condition stops a review request sequence once the customer has reviewed the order.	Core`modules/email/automations.ts`	Core only
Opened or clicked`email.flow.condition.has_opened`This condition checks whether the contact opened or clicked an earlier email in the flow.	Plugin	Core only
In a segment`email.flow.condition.in_segment`This condition checks whether the contact currently matches a given segment.	Plugin	Core only
Re-entry limit`email.flow.condition.reentry_limit`This condition stops the same contact from entering the flow again within a set period.	Plugin	Core only

Who gets itemail.audienceShowThe lists, segments and contact data a send is addressed to.

How to extend

ProviderOne per storenewsletter list providerNewsletter signups go to one list provider at a time (Klaviyo, Mailchimp, ConvertKit, Buttondown, Loops, Beehiiv or a webhook).
Assistant toolcountBroadcastAudienceThe assistant counts the customers a lifecycle audience selects before a broadcast is proposed.

Part	Litestore today	How to extend
Subscriber list`email.audience.list`A list is a named set of contacts who signed up to receive marketing email, and Litestore sends each newsletter signup to the list at the configured provider.	Core`modules/customers/newsletter/providers.ts`	Provider · oneAssistant tool
Lifecycle stage audience`email.audience.lifecycle_segment`A lifecycle audience selects customers by stage, such as new, registered, purchased or repeat, and never includes restricted or banned accounts.	Core`modules/email/broadcast-audience.ts`	Provider · oneAssistant tool
Rule-based segment`email.audience.rule_segment`A rule-based segment is a set of contacts that match conditions on their properties and behaviour, and it grows and shrinks as contacts start or stop matching.	Plugin	Provider · oneAssistant tool
Custom profile property`email.audience.profile_property`A custom profile property is a named value stored on a contact, such as a birthday or a favourite category, that segments and messages can read.	Plugin	Provider · oneAssistant tool

Message typesemail.messageShowThe kinds of email a store sends.

How to extend

Assistant toolsendBroadcastEmailThe assistant proposes a broadcast, and it is sent only after the operator approves it.

Part	Litestore today	How to extend
Transactional email`email.message.transactional`A transactional email is a message about an order or account, such as a confirmation or a sign-in link, and it is sent even to customers who unsubscribed from marketing.	Core`modules/email/send.ts`	Assistant tool
Flow email`email.message.flow_message`A flow email is a marketing message sent by a flow step to one contact at a time.	Core`modules/email/automations.ts`	Assistant tool
Broadcast campaign`email.message.broadcast`A broadcast is one subject and body sent once to every contact in an audience.	Core`modules/email/broadcast.ts`	Assistant tool
One-off email to a customer`email.message.one_off`A one-off email is a message staff write and send to a single customer from the admin.	Core`modules/email/custom-email.ts`	Assistant tool
A/B test`email.message.ab_test`An A/B test sends two versions of a campaign to small parts of the audience and sends the better one to the rest.	Plugin	Assistant tool

What is in itemail.contentShowTemplates and the blocks inside an email.

How to extend

SlotMany side by sideemail.slot.order_confirmation.below_itemsA plugin adds a block inside a store email at a named slot instead of replacing the template.

Part	Litestore today	How to extend
Coded template`email.content.template`A template is the fixed layout of one email type, such as order shipped or cart reminder, filled with the data of each send.	Core`modules/email/templates`	Slot · many
Shared layout`email.content.shared_layout`The shared layout wraps every email in the same header, footer and colours.	Core`modules/email/templates/components/email-layout.tsx`	Slot · many
Personal field`email.content.merge_field`A personal field fills in data about the recipient, such as a first name, at send time.	Core`modules/email/automations.ts`	Slot · many
Coupon block`email.content.coupon_block`A coupon block shows a discount code inside the email body.	Core`modules/email/templates/customer-winback.tsx`	Slot · many
Block editor`email.content.block_editor`A block editor builds an email from blocks such as text, images and buttons without writing code.	Plugin	Slot · many
Product list block`email.content.product_list_block`A product list block fills in products at send time, such as the items left in the cart or recommendations.	Plugin	Slot · many

How and when it is sentemail.sendingShowThe sender, the delivery service and the rules on timing and frequency.

How to extend

ProviderOne per storeemail senderOne delivery service sends all store email; Litestore uses Resend.

Part	Litestore today	How to extend
Delivery service`email.sending.delivery_service`The delivery service is the outside API that hands each email to the recipient's mail server.	Core`platform/resend.ts`	Provider · one
Send queue`email.sending.queue`The send queue holds each email as a background job so it is retried on failure and sent once per idempotency key.	Core`jobs/email.send.ts`	Provider · one
Sender domain`email.sending.sender_domain`The sender domain is the address emails come from, verified with DNS records so mail servers accept it.	Plugin	Provider · one
Frequency cap`email.sending.frequency_cap`A frequency cap skips a marketing message when the contact already received one within a set number of hours.	Plugin	Provider · one
Quiet hours`email.sending.quiet_hours`Quiet hours hold messages that fall at night in the recipient's time zone until the morning.	Plugin	Provider · one
Per-contact send time`email.sending.send_time`A per-contact send time picks the hour each recipient gets a campaign from the hours they opened past emails.	Plugin	Provider · one

Measuring resultsemail.measurementShowWhat is recorded about each send and the orders it led to.

How to extend

ProviderMany side by sideemail analyticsOpens, clicks and attributed revenue come from the sending or marketing service when a plugin reads them.

Part	Litestore today	How to extend
Send log`email.measurement.send_log`The send log records each email's type, recipient, subject and whether it was queued, sent or failed.	Core`modules/email/send.ts`	Provider · many
Opens and clicks`email.measurement.opens_clicks`Open and click counts record how many recipients opened a message and clicked a link in it.	Plugin	Provider · many
Attributed revenue`email.measurement.attributed_revenue`Attributed revenue adds up the orders placed by recipients within a set window after they opened or clicked a message.	Plugin	Provider · many
Attribution window`email.measurement.attribution_window`The attribution window is the number of days after an open or click in which an order is counted for the message.	Plugin	Provider · many

Consent and unsubscribesemail.complianceShowThe rules that keep marketing email to people who agreed to it.

How to extend

Core onlySuppression is enforced in the one send path for every marketing email, so no plugin can send around it.

Part	Litestore today	How to extend
One-click unsubscribe`email.compliance.unsubscribe_link`A signed link in each marketing email unsubscribes the customer in one click and never expires.	Core`modules/email/unsubscribe.ts`	Core only
Suppression`email.compliance.suppression`Suppression blocks every marketing email to a customer who unsubscribed, complained or hard-bounced, while order emails still go out.	Core`app/api/webhooks/resend/route.ts`	Core only
Marketing or transactional`email.compliance.marketing_class`Each email type is classed as marketing or transactional, and only marketing email checks the unsubscribe state.	Core`modules/email/send.ts`	Core only
Double opt-in`email.compliance.double_opt_in`Double opt-in sends a confirmation email after signup and adds the contact to the list only after they click it.	Plugin	Core only
Stop mailing unengaged contacts`email.compliance.unengaged_stop`An unengaged stop rule stops mailing contacts who have not opened or clicked for a set period.	Plugin	Core only

Phrase	Made of
abandoned cart flow	email.flow.trigger.cart.inactive email.flow.step.wait email.flow.condition.not_ordered email.message.flow_message
abandoned checkout flow	email.flow.trigger.checkout.unfinished email.flow.step.wait email.flow.condition.not_ordered email.message.flow_message
browse abandonment	email.flow.trigger.product.viewed_no_cart email.flow.step.wait email.message.flow_message
welcome series	email.flow.trigger.list.joined email.message.flow_message email.flow.step.wait email.message.flow_message
winback flow	email.flow.trigger.customer.inactive email.flow.step.add_coupon email.message.flow_message
post-purchase flow	email.flow.trigger.order.placed email.flow.step.wait email.message.flow_message
sunset flow	email.compliance.unengaged_stop email.message.flow_message
birthday email	email.flow.trigger.profile.date_reached email.flow.step.add_coupon email.message.flow_message
back in stock alert	email.flow.trigger.product.restocked email.message.flow_message
price drop alert	email.flow.trigger.product.price_lowered email.content.product_list_block email.message.flow_message
smart sending	email.sending.frequency_cap
send time optimisation	email.sending.send_time
conditional split	email.flow.step.split
newsletter	email.audience.list email.message.broadcast
dynamic product block	email.content.product_list_block
exit condition	email.flow.condition.not_ordered Vendors use it for any check that removes a contact from a flow; placing an order is the usual one.

Email marketing and flows

What the phrases mean

Phrases left out

Sources