Campaigns are work; flows are assets. Four automations, built once and maintained quarterly, carry most of the revenue in a healthy email programme.
01
Welcome and browse abandonment
The welcome series should sell the brand, not just deliver a coupon. Browse abandonment catches intent that never reached the cart and is usually the most under-built flow in an account.
02
Post-purchase and winback
Post-purchase reduces support load, drives reviews and sets up the replenishment window. Winback tests a genuine reason to return before it tests a discount.
03
Maintenance beats novelty
Refresh creative quarterly, test subject lines continuously, and check every flow's exit conditions — silent breakages are common after a platform migration.