Hi there,
Most brands know they need to refresh their email flows.
They're underperforming, haven't been touched in 2+ years, and they just don't know where to start.
Here's a breakdown of how many emails you should include in each flow and the exact topic we recommend for each one.
1. Welcome Flow
Email 1: Deliver the discount immediately.
Email 2: Bestsellers or product categories.
Email 3: Benefits and what makes you different.
Email 4: Social proof with an increased discount.
Email 5: Last chance urgency.
2. Abandoned Checkout Flow
Email 1: Simple reminder, no discount.
Email 2: FAQs and first discount.
Email 3: Social proof, discount expiry.
Email 4: Benefits, increased discount.
Email 5: Final push, last chance.
3. Abandoned Cart Flow
Email 1: Simple reminder, no discount.
Email 2: FAQs and first discount.
Email 3: Social proof, discount expiry.
Email 4: Benefits, increased discount.
Email 5: Final push, last chance.
4. Browse Abandonment Flow
Email 1: Simple reminder, no discount.
Email 2: Product benefits, first discount.
Email 3: FAQs and objections.
Email 4: Social proof, discount expiry.
Email 5: Final push, cross sell.
5. Site Abandonment Flow
Email 1: Reintroduce the brand and highlight what you do.
Email 2: Go deeper on product benefits and point them toward bestsellers.
No discount. These people haven't shown enough intent yet.
6. Post Purchase Flow
Email 1: Founder thank you.
Email 2: Setting expectations.
Email 3: Product education.
Email 4: Social media.
Email 5: Review request.
Email 6: Cross sell.
7. Customer Winback Flow
Email 1: Spotlight new arrivals or a running low reminder for subscription brands.
Email 2: Broaden out with related products and an increased incentive.
Email 3: Last chance offer expiry.
8. Sunset Flow
Email 1: Re-engagement email. Give them a reason to stay subscribed.
Email 2: Final attempt. Let them know this is the last email they'll receive.
Suppress anyone who doesn't engage after both emails.
Hope this helps.
Best,
Luca
P.S. The fastest way to improve your flow revenue without touching the flows themselves is to improve your pop-up conversion rate. More subscribers entering your welcome flow means more revenue from every flow downstream. Start there if you haven't already.
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