Email Marketing & Flows
Email marketing combines automated flows triggered by customer behaviour with scheduled campaigns. Flows generate most of the revenue because they reach people at the moment of relevance, and they keep working after they are built.
Most stores send occasional campaigns and have no flows, which means the highest-intent moments (just subscribed, just abandoned, just bought) go unused. Those automated sequences typically produce a large share of email revenue on a fraction of the effort.
Deliverability comes first though. Without SPF, DKIM and DMARC configured, a meaningful share of email lands in spam, and no amount of copywriting fixes an email nobody sees.
What's included
- Deliverability setup: SPF, DKIM, DMARC
- Welcome and onboarding sequence
- Abandoned cart and browse abandonment flows
- Post-purchase and review request flows
- Win-back sequences for lapsed customers
- Campaign design and scheduling
- List segmentation and hygiene
- Revenue reporting by flow and campaign
Questions people actually ask
Why do my emails land in spam?
Most often missing authentication records. Without SPF, DKIM and DMARC, providers treat your mail as suspicious regardless of content. Poor list hygiene (emailing people who never engage) compounds it.
How often should I email?
Consistently rather than frequently. Weekly to fortnightly suits most businesses. Erratic sending (silence then a burst) damages deliverability more than a steady cadence at any reasonable frequency.
Which platform should I use?
Klaviyo for e-commerce, for its store integration and segmentation. Mailchimp or Brevo for simpler needs at lower cost. The platform matters far less than having the flows built and authentication configured.