> ## Documentation Index > Fetch the complete documentation index at: https://docs.vortexiq.ai/llms.txt > Use this file to discover all available pages before exploring further. # Flows List, Mailchimp > Flows List for Mailchimp stores. Tracked live in Vortex IQ Nerve Centre. How to read it, why it matters, and how to act on it. **Metrics type:** [Supporting Metrics](/nerve-centre/overview#metrics-types-explained) • **Category:** [Email Marketing](/nerve-centre/connectors#connectors-by-type) ## At a glance > The operational inventory of every Mailchimp Customer Journey, Classic Automation, and Transactional flow currently configured in the account, with status (Active / Paused / Draft / Stopped), trigger type, and revenue attribution. **The single most under-used card in the Mailchimp catalogue**: brands routinely discover that 30-50 percent of their configured flows are silently inactive (paused during a past migration, stopped during a UI restructure, drafted but never published) while still being assumed to be running. The card surfaces silent revenue loss that no other view captures. | | | | --------------------- | --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | **What it counts** | Every flow in the Mailchimp account (Customer Journeys, Classic Automations, Transactional emails), with: (1) **Flow name and ID**; (2) **Status** (active / paused / draft / completed / stopped); (3) **Trigger type** (signup, abandoned-cart, purchase, date-based, list-condition, custom-event); (4) **Recipients in the period** (entered the flow); (5) **Sends in the period** (received messages); (6) **Revenue attributed**; (7) **Last-sent timestamp**. | | **Why this matters** | Mailchimp's UI does not surface inactive-flow patterns prominently. A flow paused 18 months ago during a campaign migration looks identical in the side panel to a paused flow that should remain paused. **Brands that audit this card typically find 3-8 silently-inactive flows**, of which 1-3 are revenue-meaningful (welcome series, abandoned-cart, post-purchase). Reactivating these is often the single largest one-shot revenue lift available to the email programme. | | **Status: Active** | Currently sending. Trigger is firing; recipients are receiving messages. The intended state for revenue-generating flows. | | **Status: Paused** | Temporarily halted by an admin action. Recipients triggered during the pause queue up if the flow is re-activated; if the flow is stopped, queued recipients are released without sending. **The most common silent-revenue-loss pattern**: someone paused the flow for a one-off reason and forgot to re-activate. | | **Status: Draft** | Configured but never published. Often abandoned during initial setup; rarely intentional long-term state. | | **Status: Completed** | The flow finished its scheduled run (date-based flows for one-off campaigns) and is intentionally inactive. Not a problem state. | | **Status: Stopped** | Explicitly terminated by an admin. Queued recipients were released without sending. Only a problem if it was stopped accidentally; otherwise intentional. | | **Trigger types** | (a) **Signup**: customer joined a list or audience; drives welcome series. (b) **Abandoned-cart**: customer started checkout without completing; drives abandoned-cart recovery. (c) **Purchase**: customer placed an order; drives post-purchase, win-back, replenishment, review-request. (d) **Date-based**: birthday, anniversary, custom date field; drives milestone marketing. (e) **List-condition**: tag added/removed, segment membership change; drives lifecycle marketing. (f) **Custom-event**: API-triggered events from external systems. | | **Currency** | Multi-currency without FX (per-flow revenue is in the connected store's currency). | | **Attribution** | Each flow's revenue uses Mailchimp's last-click within the configured attribution window (24 hours Standard, 5 days Premium). | | **Time window** | `30D vsP` (30-day rolling). The status itself is a point-in-time snapshot; recipients/sends/revenue are 30-day aggregates. | | **Alert trigger** | `inactive_revenue_flow` (a flow that has been Active in the last 90 days and is now Paused or Stopped without an explicit "intentionally inactive" tag). Also: `draft_flow_age > 30 days` (a flow stuck in Draft for over 30 days, suggesting abandoned setup). | | **Sentiment key** | `mc_flows_health` | | **Roles** | owner, marketing | ## Calculation Calculated automatically from your Mailchimp data. See the At a glance summary above for what the metric tracks and the worked example below for a typical reading. ## Worked example A US-based gift-and-stationery brand on Shopify running Mailchimp Standard, audit performed Wednesday 15 May 26. | Flow name | Type | Status | Last sent | 30D recipients | 30D revenue | Read | | --------------------------------- | ------------------ | ------------------------------------------------------------------------ | ------------ | -------------: | ------------: | -------------------------------------------- | | Welcome series | Classic automation | Active | 14 May 26 | 2,840 | \$24,200 | Healthy workhorse | | Abandoned cart 3-message | Customer Journey | Active | 15 May 26 | 4,200 | \$86,400 | Top revenue contributor | | Post-purchase thank-you | Customer Journey | Active | 15 May 26 | 5,600 | \$9,800 | Healthy | | Birthday auto-discount | Classic automation | Active | 15 May 26 | 380 | \$7,400 | Strong per-recipient | | Win-back 60-day inactive | Customer Journey | **Paused** | 12 Mar 25 | 0 | \$0 | **Silently paused 14 months** | | Replenishment 90-day | Customer Journey | **Paused** | 22 Aug 25 | 0 | \$0 | **Paused 9 months, no documented reason** | | Review-request post-fulfilment | Classic automation | **Stopped** | 04 Jan 25 | 0 | \$0 | **Stopped 16 months ago, replaced by what?** | | VIP-tier exclusive launch | Customer Journey | **Draft** | (never sent) | 0 | \$0 | **Stuck in Draft for 8 months** | | Cart abandonment v1 (legacy) | Classic automation | **Stopped** | 18 Sep 24 | 0 | \$0 | Likely intentional after v2 launch; verify | | Black Friday teaser | Customer Journey | Completed | 24 Nov 25 | 0 | \$0 | Intentional, holiday-specific | | Post-purchase v2 (in development) | Customer Journey | Draft | (never sent) | 0 | \$0 | Active development; OK | | **Account total** | | **5 active, 4 paused/stopped/draft (problem), 2 intentionally inactive** | | **13,020** | **\$127,800** | **3 silently-inactive revenue flows** | What the flow audit is telling us: 1. **Three flows are silently inactive and represent recoverable revenue.** Win-back, Replenishment, and Review-request were all Active in the past, are now inactive, and have no documented reason for being inactive. **Industry baselines for these flow types**: win-back recovers 1-3 percent of inactive customers (worth $3-8 per recipient); replenishment recovers 4-8 percent of cyclical-purchase customers (worth $8-15 per recipient); review-request generates social proof that lifts product-page conversion 3-8 percent (revenue impact indirect but meaningful). **Reactivating all three is a 30-minute task that recovers an estimated \$8,000-15,000/month** for this brand at current audience size. 2. **The Win-back flow paused 14 months ago is the highest-priority recovery.** Win-back targets customers who haven't purchased in 60+ days; with the flow inactive, every customer who entered that 60-day-inactive state in the last 14 months never got a re-engagement email. **At the brand's customer base size, that is roughly 4,000-6,000 customers who should have received win-back messaging but didn't.** Reactivating the flow today captures the next cohort but does not recover the lost cohort; the lost cohort has continued drifting toward permanent churn. 3. **The Replenishment flow paused 9 months ago is the second priority.** Replenishment is highly category-dependent; for gift-and-stationery brands the cycle is roughly 90-180 days, so 9 months of inactive replenishment messaging means 1-2 missed cycles per customer. The lost revenue compounds because each missed cycle reduces total customer LTV. 4. **The Review-request flow stopped 16 months ago is the lowest priority of the three but still meaningful.** Reviews drive product-page conversion lift across all channels (email, paid social, organic search), so the indirect revenue impact is significant even though the direct email revenue contribution is small. 5. **The VIP-tier exclusive launch flow stuck in Draft for 8 months is a different problem.** This is "abandoned setup" rather than "silently paused"; someone started building the flow, got blocked, and never finished. **The decision required is: is this still on the roadmap?** If yes, complete it; if no, delete it to clean up the working space. Stuck-Draft flows accumulate over time and create UI clutter that obscures the active flows. 6. **The 5 currently-active flows are doing strong work.** Abandoned cart at $86,400 over 30 days is the workhorse; welcome series at $24,200 is the lifecycle entry-point; post-purchase, birthday, and (when active) replenishment serve different lifecycle moments. The active programme is well-architected; the problem is silent inactivity, not bad active flow design. The diagnostic flow when this card flags amber (silently-inactive flow detected): 1. **Audit each flagged flow's pause/stop reason.** Mailchimp's flow-edit history surfaces who paused and when. If there is no documented reason and no successor flow, the pause is likely accidental. 2. **For each silently-inactive flow, decide**: reactivate as-is, reactivate with refresh, or formally retire. Document the decision in the flow's internal name (e.g. "Win-back, intentionally retired 2026-Q1, replaced by RFM segmentation"). 3. **Cross-reference with [`mc_top_automation_revenue`](/nerve-centre/kpi-cards/mailchimp/top-automations-by-revenue)** for the "what the active flows are doing" view. Reactivating an inactive flow should be measured against the per-recipient revenue of comparable active flows. 4. **Pair with [`mc_audience_growth_rate`](/nerve-centre/kpi-cards/mailchimp/audience-growth-rate)** for the audience-supply view. A reactivated flow needs eligible recipients to drive revenue; if audience growth is stagnant, reactivation alone won't materially scale revenue. 5. **Schedule recurring audits.** Brands that audit this card quarterly catch silent-pause patterns within 90 days; those with annual audits accumulate 6-12 months of silent revenue loss between audits. The rapid-response playbook for marketing operations: | Time horizon | Action | | ------------------------ | ----------------------------------------------------------------------------------------------------------------------------- | | First 1 hour after alert | Identify each silently-inactive revenue flow. Determine whether the inactivity is intentional or accidental. | | First 4 hours | For accidentally-inactive flows: reactivate. For intentionally-inactive: tag with documented reason in the flow name. | | First 24 hours | Re-test the reactivated flows by triggering a sample recipient through. Verify message rendering, link tracking, attribution. | | First week | Measure the recovered revenue from reactivated flows. Adjust expectations against the worked-example baselines. | ## Sibling cards merchants should reference together | Card | Why merchants reach for it | | ----------------------------------------------------------------------------------------------------- | --------------------------------------------------------------------------------------------------------------------------------------- | | [`mai_flow_count_summary`](/nerve-centre/kpi-cards/mailchimp/flow-count-summary) | The aggregate counts across all flows by status. Quick glance for "how many active vs paused vs stopped". | | [`mai_flow_status_breakdown`](/nerve-centre/kpi-cards/mailchimp/flow-status-breakdown) | Status decomposition. Summary view of the inventory list. | | [`mai_flow_trigger_types`](/nerve-centre/kpi-cards/mailchimp/flow-trigger-types) | Trigger-type mix view. Surfaces whether the flow portfolio covers the lifecycle moments well or has gaps (e.g. no abandoned-cart flow). | | [`mc_automations_list`](/nerve-centre/kpi-cards/mailchimp/automations) | The mc\_-prefix parallel; legacy automation inventory. | | [`mc_automation_status_breakdown`](/nerve-centre/kpi-cards/mailchimp/automation-status) | Automation-specific status breakdown. | | [`mc_top_automation_revenue`](/nerve-centre/kpi-cards/mailchimp/top-automations-by-revenue) | Which active flows contribute most revenue. The "what is working" view to pair with this card's "what is broken" view. | | [`mc_automation_revenue_share`](/nerve-centre/kpi-cards/mailchimp/automation-vs-campaign-revenue-mix) | Automation share of total email revenue. Surfaces whether the automation programme is meaningfully contributing. | | [`mc_customer_journey_count`](/nerve-centre/kpi-cards/mailchimp/customer-journeys) | Count of Customer Journey flows specifically (vs Classic Automations). | | [`mc_welcome_status`](/nerve-centre/kpi-cards/mailchimp/welcome-automation-status) | Welcome-series-specific status view. The most important single flow to verify is active. | | [`mc_abandoned_cart_status`](/nerve-centre/kpi-cards/mailchimp/abandoned-cart-automation-status) | Abandoned-cart-specific status view. Second most important flow to verify is active. | | [`mai_revenue_per_recipient`](/nerve-centre/kpi-cards/mailchimp/revenue-per-recipient) | The revenue-efficiency view. Reactivating silent flows should lift this metric. | | [`mai_email_health_kpis`](/nerve-centre/kpi-cards/mailchimp/email-health-kpis) | Composite health score. Active flow count is implicit in the conversion-rate sub-score. | | [Klaviyo `klv_flows_list`](/nerve-centre/kpi-cards/klaviyo/flows) | The Klaviyo parallel for brands running both. | | [Brevo `brv_automations_list`](/nerve-centre/brevo_sendinblue/brv_automations_list) | The Brevo parallel. | ## Reconciling against the vendor's own dashboard **Where to look in Mailchimp's own dashboard:** * **[Mailchimp → Automations → Customer Journeys](https://us1.admin.mailchimp.com/journey/all/)** for the Customer Journeys list with status indicators. * **[Mailchimp → Automations → Classic Automations](https://us1.admin.mailchimp.com/automations/)** for the legacy Classic Automations list. * **Mailchimp → Automations → Transactional** for transactional flows (typically Mandrill-powered). **Why the Vortex IQ flow inventory may legitimately differ from Mailchimp dashboard:** | Reason | Direction | What to do | | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | ------------------------------------------------------------------------------------------ | ---------------------------------------------------------------------------------------------------------------------------------- | | **Listing scope.** Vortex IQ aggregates Customer Journeys, Classic Automations, and Transactional into a single list; the Mailchimp UI separates them across multiple pages. | Vortex IQ count **higher than any single Mailchimp page** but matches the sum across pages | Sum the three Mailchimp UI pages for direct comparison. | | **Status mapping.** Mailchimp UI sometimes uses different status labels (e.g. "Sending" instead of "Active" during a send window); Vortex IQ normalises to the five canonical states. | Same flows, different label | Cross-reference with the per-flow detail page; the canonical-state mapping is documented in the connector's safe-credentials view. | | **Recently-deleted flows.** Mailchimp retains recently-deleted flows in the UI for \~30 days (in a "Trash" view); Vortex IQ excludes deleted flows. | Mailchimp UI **shows more flows** during the 30-day trash retention | This is the right behaviour; deleted flows should not appear in the active inventory. | | **Refresh lag.** Status changes (pause/activate/stop) propagate to Vortex IQ within 6 hours of refresh; Mailchimp UI is real-time. | Vortex IQ **lags** for the most recent 6-hour window | Wait for next refresh; check `last_synced_at`. | **Cross-connector reconciliation:** | Comparison | Expected relationship | When divergence is legitimate | | ---------------------------------------------------------------------------------------------------------- | ----------------------------------------------------------------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | `mai_flows_list` ↔ [Klaviyo `klv_flows_list`](/nerve-centre/kpi-cards/klaviyo/flows) | Independent inventories; brands using both ESPs have separate flow portfolios | Brands migrating from one ESP to another should expect duplicate flows during the transition window; the audit task is identifying which platform's flow is the system of record for each lifecycle moment. | | `mai_flows_list` ↔ [Brevo `brv_automations_list`](/nerve-centre/brevo_sendinblue/brv_automations_list) | Independent inventories | Same as Klaviyo. | | `mai_flows_list` ↔ Internal lifecycle map (the brand's documented "what flow runs at what customer state") | Should match exactly | The flow audit's primary purpose is to surface gaps between the documented lifecycle map and the actual configured flows. Gaps in either direction (documented but not running, running but not documented) are problems. | **Quick rule for support tickets:** if a merchant says *"My welcome flow is active in Mailchimp but your card shows it as paused"*, the most common cause is the 6-hour refresh lag (a recent reactivation may not have propagated). The next-most-common is that there are multiple welcome flows in the account (one active, one paused, both named "welcome series" with slight variations) and the merchant is looking at the active one in the UI but the inactive one happens to also surface in the audit. Cross-reference by flow ID rather than name to disambiguate. ## Known limitations / merchant FAQs **My audit shows 5 silently-paused flows. How much revenue am I losing?** Depends on flow type and audience size. **Rough estimates per flow type, for a brand with \~50,000 active subscribers**: (a) **Welcome series**: $5,000-15,000/month if paused (the highest-value silent loss because it targets new-subscriber high-intent moment); (b) **Abandoned-cart**: $10,000-30,000/month (highest absolute revenue, intent-driven); (c) **Win-back**: $2,000-8,000/month (modest but compounds over time as the recovered cohort makes additional future purchases); (d) **Replenishment**: $3,000-10,000/month for category-appropriate brands; (e) **Birthday/anniversary**: $500-3,000/month (small but high-margin); (f) **Review-request**: indirect revenue impact via product-page conversion lift (3-8 percent), hard to quantify but real. **The cumulative impact of 5 silent flows can easily exceed $20,000-50,000/month\*\* for mid-sized brands. **My welcome flow is paused. Can I bulk-trigger it for everyone who joined while it was paused?** Mailchimp does not provide a bulk back-fill capability natively. Manual workarounds: (a) **Tag-based re-trigger**: tag all subscribers who joined during the pause window with a custom tag, then build a one-shot flow triggered by tag application that mimics the welcome series; (b) **Segment send**: build a single bulk campaign that approximates the welcome content and send to the affected cohort; (c) **Accept the loss**: the welcome window for those subscribers has passed and a back-fill won't recreate the original engagement moment. **Most brands choose (b) or (c)** because the engagement difference between a properly-timed welcome and a delayed welcome is large enough that the back-fill rarely justifies the effort. **Why are some flows showing as Active but with zero recent sends?** Three common causes. (1) **Trigger condition not firing**: the flow is technically active but no recipients are entering (empty source segment, broken trigger condition, schedule expired). Check the flow's trigger configuration. (2) **Audience eligibility filter excluding everyone**: the flow's audience filter may be too narrow (e.g. "only customers who purchased >\$200 AND opened email in last 7 days") leaving zero eligible recipients. (3) **Send-time issue**: the flow is scheduled for a send window that hasn't occurred recently (e.g. "send only on Mondays at 10:00 ET" and the period didn't include a Monday). **How do I know if a Stopped flow was stopped intentionally?** Mailchimp's flow-edit history (Mailchimp UI → flow detail → "Edit history") shows who stopped the flow and when. **Without an edit-history note explaining the reason**, treat the stop as suspect and verify with the team. **Best practice going forward**: when stopping a flow, rename it to include a status reason ("Welcome v1, retired 2026-03-15, replaced by v2") so future audits don't need to guess. **My audit shows 12 Draft flows. Should I delete them?** Probably yes for most. Drafts that have been Draft for over 30 days are typically abandoned setups; drafts that have been Draft for over 90 days are almost certainly abandoned. **The "delete" decision per draft**: (a) Is anyone actively working on it? Check edit history; if no edits in 30+ days, no one is working on it. (b) Is it a roadmap item with a future activation date? If yes, rename to indicate the planned activation date and keep. (c) If neither, delete to clean the working space. **Stuck drafts accumulate over years and create UI clutter** that obscures the actively-managed flows. **My flow shows as Active but recipients aren't being added. Why?** Most common causes: (1) **Trigger condition is technically valid but matches no real-world events**, e.g. "tag added: Champion-2024" when no one is being tagged with Champion-2024 anymore. (2) **Audience source changed**: the flow targets an Audience that has been renamed, archived, or had its membership criteria changed. (3) **Eligibility-window expired**: some flows include "only enter if last entry was over X days ago"; if the window is too tight, repeat-eligible recipients are filtered out. (4) **Recipient-cap reached**: flows with maximum-entries-per-recipient settings stop adding recipients who hit the cap. **Can I run an active flow and a paused version of the same flow simultaneously?** Yes; Mailchimp allows multiple Customer Journey copies with different statuses. This is a common pattern when iterating on a flow: keep the production version Active while building a v2 in Draft. **Risk to manage**: it is easy to accidentally activate v2 without pausing v1, sending duplicate messaging to the same audience. The flow naming convention ("Welcome v1 PROD ACTIVE", "Welcome v2 DEV DRAFT") helps prevent this. **Should I reactivate all silently-inactive flows immediately?** No. Reactivate one at a time and measure for 14 days before reactivating the next. **Risks of bulk reactivation**: (a) sender reputation: a sudden volume increase can trigger ESP-level rate limits or recipient-side spam-folder placement; (b) audience fatigue: subscribers receiving multiple reactivated flows in the same week can feel bombarded and unsubscribe; (c) attribution confusion: bulk changes make it impossible to isolate the revenue contribution of any single reactivated flow. **The right cadence is 1-2 flows per fortnight**. **Can Vortex IQ reactivate flows automatically?** Read-only by design. Vortex IQ surfaces silent-flow patterns; the merchant's marketing team executes inside Mailchimp. The Vortex Mind Customer Recovery Opportunity report generates merchant-side Actions when silent flows are detected (e.g. "Win-back flow paused 14 months, estimated \$4,800/month recoverable revenue, recommend reactivation"), but the reactivation itself sits with the merchant. **What's a healthy flow portfolio for an ecommerce brand?** Minimum coverage for the lifecycle: (1) Welcome series (3-5 messages); (2) Abandoned-cart (3-message sequence with escalating incentive); (3) Post-purchase thank-you and review-request; (4) Win-back at 60 and 120 days inactive; (5) Replenishment for cyclical-purchase categories; (6) Birthday or anniversary auto-discount; (7) VIP-tier or loyalty-segment exclusive content. Brands with all 7 active typically generate 35-50 percent of email revenue from automations rather than campaigns; brands with only the first 2 active typically run at 15-25 percent automation share. *** ### Tracked live in Vortex IQ Nerve Centre *Flows List* is one of hundreds of KPI pulses Vortex IQ tracks across Mailchimp and 70+ other ecommerce connectors. Nerve Centre runs the detection layer; Vortex Mind investigates the cause when something moves; Ask Viq lets you interrogate any number in plain English. [Start for free](https://app.vortexiq.ai/login) or [book a demo](https://www.vortexiq.ai/contact-us) to see this metric running on your own data.