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How Anua Unlocked 5X AOV Growth with iCart’s Smart Cart Features

delivery customization Challenges Solutions drive results Scale business delivery customization Challenges Solutions drive results Scale business delivery customization Challenges Solutions drive results Scale business delivery customization Challenges Solutions drive results Scale business Anua is a globally recognized Korean skincare brand known for its minimalist philosophy and focus on gentle yet effective formulations. Built on the idea of simplifying skincare routines, Anua develops products that deliver visible results while avoiding harsh or irritating components, making them suitable for sensitive skin types. Initially using a traditional full cart experience, Anua transitioned to iCart’s side cart solution in August 2025, to create a more seamless and engaging shopping journey. This shift allowed customers to easily explore complementary skincare products without disrupting their browsing flow, making it more intuitive to discover items that fit into a complete routine. By surfacing relevant recommendations directly within the cart, the brand enhanced product visibility across its range. Challenges Before implementing iCart’s side cart solution, Anua faced limitations with their existing full cart experience, which created friction in the customer journey. The traditional cart setup redirected users away from product pages, interrupting their browsing flow and reducing opportunities to explore additional products. As a skincare brand built around routines rather than single-item purchases, this made it difficult to effectively showcase complementary products and encourage customers to build complete regimens. Additionally, the lack of in-cart personalization and strategic upsell opportunities meant that customers were often unaware of related products that could enhance their skincare results. This limited the brand’s ability to increase average order value (AOV) and fully leverage its diverse product range. Anua needed a more dynamic and intuitive cart experience that could seamlessly introduce relevant recommendations while maintaining a smooth and engaging shopping journey. ❌ Cart Value Barriers Low average order value (AOV) due to single-item focus Most customers completed purchases with one primary product instead of building multi-step routines. Cart abandonment near shipping thresholds Customers were not clearly informed or motivated to reach free shipping or discount thresholds. Missed savings opportunities Customers were unaware of potential value in purchasing bundled routines or multiple complementary products. ❌ Absence of Progress-Based Incentives No free shipping or discount progress bar Customers were not motivated to increase their cart value due to lack of visible incentives. Missing tiered rewards system There were no structured milestones (e.g., “Spend more to unlock offers”), reducing upsell opportunities. ❌ Ineffective Cart UI/UX (Pre-Side Cart) Full-page cart disrupted shopping flowCustomers had to leave their browsing journey, increasing friction and drop-offs. No quick add/remove functionality Users couldn’t easily modify their cart or add suggested products without navigating away. Solution To overcome these challenges, Anua implemented iCart’s side cart solution to transform their traditional cart into a high-converting, interactive experience. By replacing the full-page cart with a seamless side cart, the brand ensured that customers could continue browsing while viewing their cart, significantly reducing friction in the shopping journey. Additionally, features like product recommendations & progress bars for free shipping and discounts motivated customers to increase their cart value. By combining personalization, incentive-driven messaging, and a user-friendly interface, Anua successfully turned their cart into a powerful revenue-driving touchpoint rather than just a checkout step. To maximize their cart effectiveness, they implemented two powerful features: ✅ Progress Bar with Multi-Reward Incentives Implemented a tiered progress bar to encourage higher cart value Customers are guided with a clear message like “Add $3.10 to unlock secret offer,” motivating them to continue adding products. Generated over $5M+ in revenue through incentive-driven cart progression Used product-based rewards to align with customer intent Instead of generic discounts, Anua incentivized purchases with relevant skincare items like Dark Spot Pads and mini serums. Built visual motivation for routine expansion As customers add products, they can clearly track progress toward unlocking multiple rewards, encouraging them to build a complete skincare routine. ✅ Product Recommendations Implemented “Frequently Bought Together” recommendations Customers adding a single product (e.g., toner) are shown complementary items like serums, moisturizers, or pads to complete their routine. Generated over 275K revenue through in-cart recommendations Encouraged full skincare regimen building Instead of isolated purchases, the cart suggests step-by-step product combinations aligned with common skincare routines. Increased product discovery at the final stage By surfacing relevant items directly in the cart, Anua ensured customers explore more of their catalog without leaving the checkout flow. Results Achieved in Last 180 Days 22932 Total Store Orders 45101 Total iCart Orders 5X iCart Generated AOV 65.70% Upsell Affected Conversion Rate These improvements reflect a clear shift in customer behavior on Anua’s store. Cart abandonment reduced as shoppers discovered complementary skincare products and felt encouraged to build complete routines. Engagement also increased, with customers interacting more with in-cart recommendations and exploring relevant product pairings. Results & Impact And...Results is Our Main Clarification By implementing iCart’s cart drawer, product recommendations, and progress bar, Anua transformed its cart into a high-performing conversion touchpoint. Shopping Experience Enhancement The improved cart experience encouraged customers to discover complementary products and understand the value of sustainable beauty routines. For instance, the clear presentation of subscription savings alongside one-time purchase options helped customers make more informed decisions about their long-term hair care needs. As Anua continues to optimize its cart experience, the brand is closely monitoring: Routine-based purchasing behavior - tracking how customers move from single items to multi-step regimens Engagement with in-cart recommendations - measuring interaction with suggested products Cart value progression - analyzing how incentives influence higher spending [related_cases_slider] Ready to Write Your Success Story? Try icart App Join successful businesses like Anua and Master your delivery scheduling Delight customers with precise timing Grow your special occasion orders Expand your delivery reach

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7 Min • 15 April 2026

10+ Shopify Furniture Store Examples to Get Inspired (+ Tips & Best Apps)

If you are building a furniture brand on Shopify, I always suggest studying stores that already do the basics well. Shopify furniture stores I have worked with have clean navigation, strong product presentation, and a shopping flow that feels easy from homepage to checkout. A lot of new merchants ask me, Is Shopify suitable for my furniture business? My answer is yes, if you build the store around how furniture shoppers actually buy. See furniture shoppers compare dimensions, materials, colors, room fit, delivery options, and financing before they commit. Your store has to make those decisions easier. Check out these best Shopify furniture stores that have all the above essentials nailed down Top Shopify furniture stores: An overview NameWhat the store sellsBed ThreadsLinen bedding and bedroom essentialsImpressions VanityVanity mirrors, vanity tables, lighting, seating, and beauty storageThe Home EditHome organization products and storage solutionsMurphy DoorHidden doors, bookcase doors, Murphy beds, and space-saving furnitureArhausLiving room, dining room, bedroom, outdoor furniture, and home décorAshley Furniture CanadaLiving room, bedroom, dining, outdoor, mattresses, and home office furnitureAmerican Home FurnitureFurniture, rugs, lighting, mirrors, décor, and outdoor piecesAlbany ParkSofas, sectionals, loveseats, chairs, and ottomansSofa ClubCorner sofas, modular sofas, U-shape sofas, and sofa collectionsNeighborOutdoor sofas, sectionals, loungers, side tables, and outdoor furnitureTupperwareFood storage, kitchen tools, serveware, and home utility products Best Shopify furniture stores to study Bed Threads What the store sells: Linen bedding and bedroom essentials. What I loved about it: The store feels premium and easy to browse. I feel like this brand is a great reminder that in home and furniture-adjacent categories need strong visuals for conversions. Location: Australia. Impressions Vanity What the store sells: Vanity mirrors, lighting, vanity tables, seating, and beauty storage. What I loved about it: The navigation is long, but still organized which I absolutely love. I went through product categories, collections, and style-driven shopping without any confusion. Location: United States. The Home Edit What the store sells: Home organization products, collections, and lifestyle-driven storage solutions. What I loved about it: It blends design with content well. New store owners can learn a lot from how it uses value-led shopping instead of pushing products too hard. Location: United States. Murphy Door What the store sells: Hidden doors, bookcase doors, Murphy beds, and space-saving furniture solutions. What I loved about it: It solves a very specific problem and builds the whole store around that angle. That kind of niche clarity helps conversion more than a broad catalog ever will. Location: United States. Arhaus What the store sells: Living room, dining room, outdoor furniture, décor, and home accessories. What I loved about it: This store has a very long collection of products, but browsing still feels easy. It is a solid example of how stores with large product catalogues still feel simple to browse and buy Location: United States. Ashley Furniture Canada What the store sells: Living room, bedroom, dining, outdoor, mattresses, décor, and home office furniture. What I loved about it: They have added articles where their store is featured, which builds trust in the customers. They also have integrated social media feeds in their store, further building trust. Location: Canada. American Home Furniture What the store sells: Furniture, rugs, lighting, mirrors, décor, and outdoor pieces. What I loved about it: American Home Furniture nails one thing Shopify furniture stores need: product photography. By placing their furniture in different settings, the chances of conversions increase. Location: United States. Albany Park What the store sells: Sofas, sectionals, loveseats, chairs, and ottomans. What I loved about it: Instead of trying to sell everything, Albany Park sells with a tighter catalog and clear collection-led shopping. That is smart for new brands. Location: United States. Sofa Club What the store sells: Corner sofas, modular sofas, U-shape sofas, and sofa collections by color and comfort. What I loved about it: This is another store that I love, which focuses on a single niche in furniture. I love their Sort By Type feature, where customers can browse different types of sofas. Location: United Kingdom. Neighbor What the store sells: Outdoor sectionals, side tables, sofas, loveseats, loungers, and material-led collections. What I loved about it: If you want a premium look in your Shopify furniture store, look no further than Neighbor. It proves that Shopify furniture stores can feel premium without being hard to shop. Location: United States. Tupperware What the store sells: Food storage, kitchen tools, serveware, and home-related utility products. What I loved about it: This is not a furniture brand, but I still like it as a catalog lesson. The menu structure is simple and useful for any home brand managing many categories. Location: United States. Best Shopify themes for furniture stores The stores I have worked with use these 5 themes to sell their furniture. Expanse Habitat Eurus Horizon Dawn Tips for Increasing Conversions of Shopify Furniture Stores Build navigation around how shoppers think Furniture shoppers do not browse like fashion shoppers. They look by room, use case, size, material, and color. Add a strong Shopify mega menu for categories, colors, chairs, or more. that will help people find categories like sofas, chairs, tables, storage, and décor fast. Use the cart to increase AOV I have helped Shopify furniture stores increase revenue by adding the right cross-sells in the cart. Add throw pillows, side tables, ottomans, care kits, or matching pieces. Reduce hesitation around delivery Furniture buyers worry about shipping more than most shoppers because it's a high-priced item. Make sure they know when it will arrive, how it will be delivered, and whether scheduling is simple. Support shoppers who hesitate From my experience, furniture is a slower purchase. That is where an AI chatbot for Shopify furniture store brands can help. Add a chatbot that answers quick questions about size, finish, stock, shipping, or product matching. Pick a theme that supports large visuals When merchants ask me about the best Shopify theme for furniture store brands, I tell them not to chase looks alone. Pick a theme that handles large imagery, collection pages, swatches, product details, and mobile browsing well. Best apps for Shopify furniture stores iCart Cart Drawer Cart Upsell Furniture websites use iCart to add in-cart upsells, bundles, progress bars, and cross-sells. It is useful for suggesting matching furniture pieces. Stellar Delivery Date & Pickup Furniture stores use Stellar to let shoppers choose delivery dates or pickup slots. This is helpful for large-item orders where timing matters. ShipStation Furniture brands can use ShipStation to manage shipping workflows, labels, and order fulfillment in one place. Imersian Furniture stores can use Imersian to improve visualization and product confidence. Instafeed Instafeed turns Instagram posts, reels, and UGC into shoppable content on the storefront. It is a smart way to build trust and show real-life product styling. Final thoughts on selling furniture online If I were launching a new furniture brand on Shopify, I would study how the best ones handle navigation, product photography, category structure, and trust signals. That is the real takeaway from my experience while helping Shopify furniture stores. The stores that get sales make shopping easier. FAQs 1. Is Shopify suitable for my furniture business? Yes. Shopify is a strong fit for furniture businesses. It gives you access to home-focused themes, large-media product pages, filters, mega menus, and color swatches. 2. What are the best themes for Shopify furniture stores? Expanse, Habitat, Eurus, Horizon, and Dawn are the five best themes I would recommend. 3. Which is the best AI chatbot for a Shopify furniture store? Tidio and Gorgias are two AI chatbots I would recommend for furniture store owners.

7 Min • 7 April 2026

5+ Shopify Flow Examples to Automate Store Workflows in 2026

Some useful Shopify Flow examples are tagging high-value orders, sending low-stock alerts, tagging first-time customers, flagging risky orders for review, and notifying your team when orders stay unfulfilled for too long. You can also use Shopify Flow for more advanced workflows, like sending flagged order data to Google Sheets, creating a daily order summary, tagging customers linked to chargebacks as high risk, or routing vendor-specific orders automatically. When I help Shopify merchants clean up their backend workflow, Shopify Flow is one of the first tools I use. It helps me automate small but important tasks that usually get repeated every day. It helps store owners with less manual work and a smoother way to run the store operations as orders start coming in. In simple terms, Shopify Flow works like this: When something happens in your store, Shopify Flow can check a condition and then take an action automatically. For example, it can tag a high-value order, alert your team when stock runs low, or flag an order that looks risky. In this guide, I’ll break down the core parts of a flow first, then walk through common Shopify Flow examples, and finally show you some advanced workflows you can use once the basics are in place. Components of a Shopify Flow app: triggers, conditions, actions Before I get into the best Shopify Flow examples, I will explain how a flow actually works. Once you know the basic structure, it becomes much easier to build, edit, and use automations that fit your store. Shopify Flow triggers: what starts the workflow A trigger is the starting point of the workflow. It tells Shopify Flow when to begin. Some common Shopify Flow triggers are: Order created Order paid Product inventory changed Customer created For example, if an order gets paid, that event can trigger a workflow. From there, Flow can decide what should happen next. Conditions: how Shopify Flow decides what to do A condition is the rule-checking part of the flow. It helps Shopify decide whether the workflow should continue. For example, you may want Shopify Flow to tag an order only if the order total is above a certain amount. If the order does not meet that rule, the action does not run. Actions: what happens after the condition is met This is what Shopify Flow does after the trigger happens and the condition matches. Some simple actions include: Tag an order Send an internal email Hold fulfillment Add a customer tag Common Shopify Flow examples that stores can start Shopify Flow example #1: Tag high-value orders automatically This is one of the first flows I like to set up. The trigger here is ‘order paid’. I set a condition of a threshold in terms of order value. Then Shopify Flow checks whether the order total is above the threshold. If it is, the workflow adds a tag to the order and can notify your team right away. This helps you spot premium orders fast. You can review them more carefully and give them extra attention. Shopify Flow example #2: Send a low-stock alert I like this flow because it prevents avoidable stockouts. Low inventory problems usually start small. That is why this is one of the most practical examples for new stores. The trigger here is ‘product variant inventory quantity changed’. Shopify Flow then checks whether stock has dropped below your set threshold. If it has, it sends an email to your team. Shopify Flow example #3: Tag first-time customers If you want cleaner customer data from the beginning, set this one up early. The trigger here is ‘order paid’. Then Shopify Flow checks whether the customer’s lifetime order count is equal to one. If yes, it adds a first-time buyer tag. This way, you can separate new buyers from repeat customers without doing anything manually. Shopify Flow example #4: Flag risky orders for review Every store needs Shopify fraud protection. That is why I see this as one of the most important Shopify Flow examples to set up early. The trigger is ‘order risk analyzed’. Shopify Flow checks whether the risk level is high. If it is, the flow adds a fraud-related tag and notifies your team for review. Shopify Flow example #5: Alerts for unfulfilled orders The trigger here is ‘order created’. After that, the workflow waits for a set number of hours. Then it checks whether the fulfillment status is still unfulfilled. If it is, Shopify Flow sends an alert to your operations team. This catches delays before customers complain. It helps you stay ahead of missed handoffs, late packing, or anything that is slowing you down. Advanced Shopify Flow examples for automation Shopify Flow example #1: Connect Flow to other apps As your store grows, connect Flow with the rest of your tools. For example, you can connect Shopify Flow to Google Sheets to keep a live data of flagged orders. The workflow can start when order risk is analyzed, then check a rule such as high value, high risk, or a specific tag. If the condition matches, Flow can add a row to Google Sheets with the order number, customer name, total, and status, so your team has a clean record to review. Shopify Flow example #2: Send a daily summary of order details Instead of sending your team a new alert every time an order update happens, you can use a scheduled workflow to collect key order details. Types of order details you can include: Order number Customer name Order date Total order value Payment status Fulfillment status Shipping method Product names or SKUs Quantity ordered Delivery or shipping location Order tags Risk status Shopify Flow example #3: Tag customers linked to chargebacks This is a workflow for stores that want better control over fraud issues. If an order results in a chargeback, Shopify Flow can automatically tag the customer as high risk. This adds a simple layer of protection without creating more manual work. Shopify Flow example #4: Route bulk orders automatically This is a useful workflow when order handling depends on the products inside the cart. If an order includes items from a specific vendor, Shopify Flow can automatically send that vendor an email with the order details. That keeps the handoff fast and removes the need for someone on your team to spot and forward the order manually. Integrate Shopify Flow in your workflow ASAP If you are new to Shopify Flow, do not try to build ten workflows at once. The best first move is to start with 2 or 3 automations that solve real daily problems, like low-stock alerts, first-time customer tagging, or risky order review. When I set up Flow for stores, the biggest wins usually come from removing small repeated tasks. Once those basics are working well, it becomes much easier to add more advanced workflows as operations become more complex. FAQs 1. What is Shopify Flow? Shopify Flow is Shopify’s free automation tool that helps you handle repetitive store tasks without doing them manually. 2. Is the Shopify Flow app free? Yes. The Shopify Flow app is free to use for stores. 3. What does the Shopify Flow app do? Shopify Flow is Shopify’s automation tool for tasks inside your store and across connected apps. It lets you build workflows using triggers, conditions, and actions so you can automate things like tagging orders, flagging risk, sending alerts, and updating store data. 4. Is Shopify Flow only for Plus? No, Shopify Flow is not only for Plus. It is available on Basic, Grow, and Advanced plans. 5. What Shopify plans include Shopify Flow? Shopify Flow is included on Basic, Grow, Advanced, and Shopify Plus. 6. What are some useful Shopify Flow triggers? Some useful Shopify Flow triggers for new stores are Order paid, Order created, Customer created, Product variant inventory quantity changed, and Order risk analyzed.

8 Min • 6 April 2026

How to Automate Shopify Post-purchase Email? [Examples + Tips to Convert]

To automate a Shopify post purchase email with Shopify Messaging, install the app, open Shopify Messaging, then head to Automations, and after that select templates for Post Purchase. From there, edit the email copy, timing, and trigger so it matches what should happen after checkout. I’ve seen a lot of Shopify stores put all their focus on getting the first sale. They work on ads and storefronts, but the moment the order comes in, the communication stops. Right after checkout, customers want reassurance. They want to know their order is confirmed, when it will arrive, and what happens next. A strong Shopify post purchase email flow handles this perfectly. A Shopify post purchase email is any email a customer gets after they complete checkout. In this blog, I’ll break down the types of post-purchase emails, how to set them up with automation, the best examples, and the conversion tips I use to make them work. Types of Shopify post purchase email + Examples A strong Shopify post purchase email flow does more than confirm the order. I use it to answer customer questions, build trust, and create the next buying opportunity. I sent each email with a goal in mind. Order confirmation email This is the first email customers expect after they buy. It should go out immediately because shoppers want instant proof that their order went through. I keep this email clear and short. It should include the order summary, payment details, shipping information, and a support contact in case the customer needs help. Here’s an example: Subject: Your order is confirmed Hi [First Name], thanks for your order. We’ve received your payment, and your order is now being processed. You can review your order details below, and if you need help, just reply to this email. Shopify thank you email The thank you email is where I make the customer feel good about buying. A warm thank you email can reinforce the buying decision, show brand personality, and make the experience feel more human. Here’s an example: Subject: Thanks for shopping with us Hi [First Name], thank you for your order. We’re glad you chose us, and we’re excited to get this to you. We’ll keep you updated along the way. Shipping and delivery update emails I send these emails to keep customers in the loop after the order is placed. I group both shipping and delivery confirmation together because both serve one clear purpose: reducing uncertainty. For example: Subject: Your order is on the way Hi [First Name], good news, your order has shipped. You can track it here: [Tracking Link]. We’ll send one more update when it gets delivered. How-to emails I write product education emails mainly for cosmetics stores because styling tips, care instructions, or a little guidance are required for this. Here’s an example I use: Subject: Quick tips before you use your product Hi [First Name], your order should be with you soon, so here are a few quick tips to help you get the best results. [Tip 1], [Tip 2], and [Tip 3]. A little guidance now can make the experience much better. Cross-sell or upsell emails This is the revenue-focused email in the post-purchase flow. I send it after the customer has had a little time with the original purchase. Product recommendations work better because they connect to what the customer already bought. A matching item, refill, add-on, or upgrade feels more useful. Subject: Complete your purchase with these picks Hi [First Name], based on what you bought, we picked a few products that go well with it. These are relevant add-ons that can help you get more value from your order. See the picks here: [Product Link]. Want to turn post-purchase Flow into extra revenue? If you want to go beyond basic follow-up emails, SellMore Post Purchase Upsell is a smart option to add at this stage. It helps you show one-click upsell offers on the post-purchase page and thank you page, so you can increase AOV after checkout. It also comes with AI-powered upsells, bundles, and analytics, which makes it a practical pick for stores that want to automate post-purchase sales more effectively. How to automate Shopify post purchase emails? Setting up post-purchase emails is not technical at all. I always tell store owners to keep it simple at the start. Build the flow, choose the tool, then automate each step based on what the customer does after checkout. Start with your post-purchase flow map Before I touch any app or automation setting, I map the flow. This makes the whole setup easier because I know what, when, and why an email is sent. Here’s a simple post purchase email flow that I follow Order confirmation: immediately Thank-you email: same day or next day Product education email: day 1 to 3 Review request: after delivery and enough time to use the product Cross-sell or upsell email: based on the product cycle Loyalty rewards email: later, if there is no repeat purchase This flow can be different based on your brand. Choose your automation tool Once the flow is clear, I pick the tool. You can use built-in Shopify tools like Shopify Messaging or Shopify Flow. This is a good starting point if you want something easy to manage and quick to launch. You can also use third-party apps as well. I use Omnisend for this. They have 500 emails/month for free in their starting plan, so it's a good start for new stores. I use Shopify Messaging to automate. I start with Messaging > Automations and start with a post purchase template. Pick the right triggers A trigger is the action that starts an email. I keep this simple because merchants mix up campaigns and triggers. A trigger is what tells the automation to send an email automatically based on customer behavior. This is what I use as a common post purchase trigger: Purchase completed First purchase Shipping and delivery notification Product delivered Product review request Product or category purchased I always choose triggers based on the purpose of the email. For example, if the email is meant to reassure, the trigger should happen right after purchase. Segment your customers Do not send every customer the same follow-up. That is one of the biggest mistakes I see with new stores. To solve this issue, I perform a basic level of segmentation to make your emails feel much more relevant. I usually start with simple groups like: First-time customers vs repeat customers Product category purchased High-order-value customers Subscription customers vs one-time buyers Customers who bought consumables vs non-consumables Add personalization No matter how much AI gets into my workflow, adding personalization strategies helps in conversion. Basically, add these details to the emails. The product the customer bought Shipping details A personal note for first-time buyers Usage tips based on the product type Recommendations linked to the original order Test, launch, and track performance Once the flow is ready, I launch it and watch the numbers. I focus on metrics like: Click rate Repeat purchase rate Review rate Support tickets Revenue from follow-up emails Best practices to convert Shopify post purchase emails Keep one clear CTA per email: A single next step, like tracking the order, leaving a review, or shopping for matching products, keeps the email focused on one goal. Work on your timing: Shopify post purchase emails work best when the timing fits the moment, for example, if an order is confirmed, send the order confirmation email instantly. Personalize the emails: Short sentences, clear subject lines, and natural copy make the email feel more personal and less like automation. Optimize for mobile: This is something I missed as well. Short subject lines, clean formatting, and easy-to-tap buttons help more people read and act on the email from their phone. So what have we learned… Shopify post purchase emails should be a part of the sales system from day one. I’ve seen new Shopify stores put all their effort into getting the first order, then miss the chance to build trust and bring that customer back. A simple post-purchase flow fixes that by keeping communication clear, timely, and useful after checkout. FAQs 1. Can you send emails through Shopify? Yes. You can send and even automate emails with the Shopify Messaging app. 2. How to customize order confirmation email in Shopify? Go to Shopify admin → Settings → Notifications → Customer notifications → Order confirmation> Edit code. From here, you can edit your order confirmation email. 3. How to reduce post purchase support tickets on Shopify? The fastest way is to make your post-purchase emails answer the questions customers ask most: order confirmation, shipping updates, tracking, delivery status, and easy access to support links or FAQs. 4. What type of post purchase emails can I send? You can send order confirmations, shipping and delivery emails, thank-you emails, upsell or cross-sell emails, and loyalty rewards emails.