Email flows

Why flows earn more than campaigns

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A campaign earns once, on the day you press send. A flow earns every day, because it fires on something the customer did rather than something you remembered to do.

It also arrives at the right moment. Nobody is more likely to buy a product than the person who put it in a basket an hour ago, and no email you write in advance can be that well timed.

Once built, a flow needs checking and improving, not rewriting. That is why I price the build and the monthly management separately on the pricing page.

The order I build them in

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Every account is different, but the sequence rarely changes, because each flow depends on data the previous one proved is arriving. How many get built is set by the tier you are on, so the order matters: I start at the top and work down.

1. Welcome series

Highest engagement in the account, and it sets expectations for everything after.

2. Abandoned cart

Highest intent. Also the flow most often quietly broken.

3. Post-purchase

Cuts returns and support tickets, and starts the second sale.

4. Replenishment or winback

Whichever suits the product. Consumables get replenishment, considered purchases get winback.

5. Re-engagement and sunset

Protects placement for the whole list, which makes every other flow work better.

The rest, browse abandonment, cross-sell, back in stock, birthday, come after those five are earning.

What a flow build includes

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Trigger and filter logic, timing, branching, the emails themselves written and built in your brand, test sends, and a check that the store data the flow depends on is genuinely arriving rather than just showing a green tick.

Then it goes live and gets reported on monthly: revenue per recipient, and the split between individual emails so you can see which one is doing the work. Not open rate, for the reasons in what changed in the inbox.

What usually goes wrong

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Test filters left in place

The most common fault I find. The flow shows a healthy status and eleven sends.

Missing on-site tracking

Cart and browse flows trigger for almost nobody, and people conclude the flow does not work.

One email where a series belongs

Second and third emails often earn more per send than the first.

No suppression rules

Flows firing at people who have not engaged in two years pull down placement for everyone else.

Not sure which of your flows are actually sending? The free audit tells you in writing, in five working days.

Get the free audit See pricing

The flows, one page each

What each flow is, when it triggers, what to write in it and what usually goes wrong.

FlowWelcome seriesThe first emails after someone joins. Usually the highest earning flow in a small shop.FlowAbandoned cartAdded to basket, did not buy. The shortest distance between an email and a sale.FlowBrowse abandonmentLooked and left. Lower intent, far bigger audience, one email to qualify it.FlowPost-purchaseCare, reviews and the next step. The cheapest second sale you will get.FlowReplenishmentThe reorder nudge, timed to when the product actually runs out.FlowCross-sellThe right second product, based on your own order data rather than a guess.FlowRe-engagementPeople who stopped opening, and why leaving them alone hurts the whole list.FlowWinbackLapsed customers, segmented by what they spent rather than one blanket code.FlowBack in stockThey asked to be told. Tell them fast, tell them once.FlowBirthday and anniversaryOne email a year, sent when someone is already minded to treat themselves.

The other two services

ServiceSingle sendsCampaign emails written, built and scheduled, on a rhythm you can keep.ServiceEmail templatesReusable templates in your brand that render properly everywhere.