Email is the only channel where you own the audience. Social can throttle reach, Google can update algorithms — but your email list is yours forever.
The 6 Non-Negotiable Flows
1. Welcome Series (3–5 emails)
Your welcome flow sets the relationship. Send within 5 minutes of signup, tell your brand story, deliver the lead magnet, showcase bestsellers, and end with a time-limited offer. A well-built welcome flow generates £4–8 per subscriber in the first 30 days.
2. Abandoned Cart (3 emails)
60–80% of carts are abandoned. A 3-email sequence — 1hr, 24hr, 72hr — recovers 10–15% of them. The key is personalisation: show the exact products they left, include social proof specific to those items, and use scarcity only if it's real.
3. Browse Abandonment
Trigger this when someone views a product 2+ times but doesn't add to cart. This is high-intent behaviour. A simple 2-email flow — "Still thinking about it?" then "Others are looking at this" — converts at 3–5%.