Nine email flows that should be running before you send another campaign
Automation earns while you sleep. These are the flows we build first and the triggers that make them work.
Priyanka Shah, Head of Analytics · 2026-05-03 · 7 min read
Broadcast campaigns get the attention, but lifecycle flows generate the majority of email revenue in almost every account we audit. They run continuously, respond to behaviour and improve with every iteration.
Start with welcome, browse abandonment, cart abandonment, post-purchase and win-back. Add replenishment, review request, VIP and sunset flows once the first five are performing.
Each flow needs a clear trigger, an exit condition and a measurable goal. Without exit conditions you will eventually email someone about the product they just bought, which costs you more trust than the flow earns.
Report per flow, not just per channel. Knowing that browse abandonment returns eleven dollars per recipient while win-back returns eighty cents tells you exactly where to spend your next hour of optimisation.
- #Lifecycle
- #Automation
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