Lifecycle & automation
The always-on flows that earn revenue in the background — welcome, abandonment, post-purchase, win-back. Built once, tuned every month.
The highest-ROI email work most brands never finish is the flows running quietly in the background.
A welcome series that converts. An abandoned cart sequence that recovers revenue that's already been earned. A post-purchase flow that seeds the next order before the first one has arrived. These aren't nice-to-haves — they're the infrastructure that makes an email program compound over time.
What we build
Welcome series. The most important automation most brands underinvest in. New subscribers are at their most attentive in the first 48–72 hours. A 3–5 email sequence introduces the brand, addresses common hesitations, and makes the first purchase easy. We write it for the brand's voice, not a generic template.
Abandoned browse. Targets people who viewed a product but didn't add to cart. Earlier in the funnel than cart abandonment, lower conversion rate — but high volume means it adds up quickly when it's running correctly.
Abandoned cart. Still one of the highest-revenue automations for e-commerce. The default sequences most ESPs suggest are rarely optimal. We test timing, copy angle, and discount strategy — and we don't reach for discounts until we've tested without them.
Post-purchase. The flow that drives repeat orders. Order confirmation, delivery update, review request, cross-sell, replenishment prompt — each email earns trust and seeds the next transaction. Most brands have a transactional confirmation and nothing else.
Win-back. For subscribers and customers who've gone quiet. A 2–3 email sequence over 30–60 days, with a clear exit if they don't re-engage. Keeping disengaged contacts on your list is a deliverability liability — the win-back flow gives them a chance before they're sunset.
How we work
Every flow starts with a strategy brief: who the audience is, what we want them to do, what objections or hesitations we need to address. From there we write the copy, design the emails, build the sequences, and QA before going live.
Once live, we monitor performance monthly. We track conversion rate per step (not just opens), test subject lines and content, and adjust timing or trigger logic as the data shows what's working. Most meaningful flow improvements take 2–3 months of iteration to compound.
What we need from you
Access to your email platform and any connected store or CRM. Your brand assets. A 30-minute kickoff call. We handle the rest — strategy, copy, design, build, and monthly optimisation.
If you're not sure which flows are missing or underperforming, the free email audit will show you in three minutes. Or if you want a full hands-on review, see how our audits work. We also build these flows primarily in Klaviyo for e-commerce brands.
Frequently asked
- Which flows should we build first?
- In order of typical revenue impact: welcome series, abandoned cart, post-purchase, win-back. Most programs are missing at least two of these. We audit your current setup first and prioritise based on where the actual gap is.
- How long does it take to build a flow?
- A single well-built flow — welcome series, abandoned cart, or post-purchase — takes one to two weeks from kickoff to live. That includes the strategy, copy, design, build, and QA. We don't use off-the-shelf templates.
- Do you manage the flows on an ongoing basis?
- Yes. Flows aren't set-and-forget. We monitor performance monthly, run A/B tests on subject lines and content, and adjust triggers and timing based on what the data shows. Most flow improvements compound over months, not days.
Let's have a chat.
Tell us a bit about your business and where email is at. We'll come back to you within one business day.
- ✓ Free, no-obligation chat
- ✓ You talk to the people who do the work
- ✓ We'll respond within one business day