Lifecycle email that earns its keep

Hello again,

Most stores treat email as a megaphone. Every week there's another campaign, another sale, another "don't miss out". It works for a bit, then the open rates sag and everyone assumes email is dying.

Email isn't dying. Your broadcasts are just doing all the work while your flows sit switched off.

Broadcasts shout, flows earn

A broadcast goes to everyone at once. A lifecycle flow reacts to what a single person just did, at the exact moment they did it. That timing is the whole trick.

The flows that matter for most shops are not exotic:

• Welcome, for the person who just subscribed
• Post-purchase, for the person who just bought
• Browse and cart nudges, for the person who nearly bought
• Win-back, for the person who's gone quiet

None of these are clever. They're just always on.

A good broadcast earns you one good day. A good flow earns you a little every day, forever, while you get on with something else.

Build one, properly

Don't try to launch all four this quarter. Pick the one that fits how people actually shop with you, and write it like a human wrote it. Plain words. One clear next step per email. No wall of product tiles.

Then leave it alone for a month and read the numbers before you touch anything.

I'd rather you had one flow that genuinely sounds like you than five templated ones that sound like everyone else. Sameness is the real killer, not send frequency.

If you're not sure which flow will pay back first for your catalogue, book advisory time and we'll look at your repeat-purchase pattern together before you write a single line.