Build the three that pay first
Welcome, abandonment and post-purchase typically account for the large majority of automated revenue. They ship before anything else, and often before anything else is needed.
Email & Automation
Marketing Automation
Automated flows triggered by behaviour: welcome sequences, cart and browse abandonment, post-purchase, re-engagement and lead nurture. Built once, monitored, and improved on evidence.
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- Flows that produce most automated revenue
- 3Flows that produce most automated revenue
- Flows shipped with explicit exit conditions
- 100%Flows shipped with explicit exit conditions
- Review cadence against live performance
- QuarterlyReview cadence against live performance
The problem
Automation gets built as a huge branching flowchart nobody can debug, or not at all. The three sequences that would produce most of the revenue — welcome, abandonment, post-purchase — sit unbuilt while a complex lead-scoring model is designed for a sales team that ignores it.
How we do it
What the work actually involves
Flows simple enough to debug
Every branch is a thing that can break silently. We keep flows shallow and monitored, because an automation failing quietly for six weeks is worse than not having it.
Exit conditions on everything
Someone who buys should stop receiving the abandonment sequence immediately. Missing exit conditions are the most common automation fault we inherit and the most damaging to trust.
Reviewed quarterly against results
Flows decay as products, prices and offers change. Set-and-forget automation gradually becomes wrong, and wrong at scale.
Included
What you actually receive
- Lifecycle map from first touch to repeat purchase
- Core flow build: welcome, abandonment, post-purchase
- Lead nurture and re-engagement sequences
- CRM integration and field mapping
- Exit conditions and suppression rules
- Flow performance reporting and quarterly review
Tools we use
- Klaviyo
- HubSpot
- ActiveCampaign
- Zapier
- Shopify
Common failures
Where this usually goes wrong
The three we are called in to fix most often. If any of these describe your current setup, that is the first thing we would change.
Building the complex flow first
A branching lead-scoring model gets designed while welcome, abandonment and post-purchase — which produce most of the automated revenue — sit unbuilt.
Missing exit conditions
Someone buys and keeps receiving the abandonment sequence. It is the most common automation fault we inherit and the most damaging to trust, because it is visibly wrong to the customer.
Set and forget
Flows decay as products, prices and offers change. Automation that is never reviewed becomes wrong at scale, quietly, for months.
Measurement
How you will know it is working
Agreed before we start, so progress is visible in the months before it shows up in revenue.
- Revenue from flows vs campaigns
- Well-built automation typically out-earns broadcast sends while requiring no ongoing effort.
- Month 2
- Flows with exit conditions
- Target is 100%, checked at build. There is no acceptable number other than all of them.
- At build
- Flow completion rate
- Share reaching the end of a sequence. A cliff at one step names the message to rewrite.
- Monthly
Questions
Any question in your mind?
The questions we get asked most, answered without the sales gloss. If yours is not here, ask us directly — you will get a straight answer either way.
Still have questions?
Book 30 minutes with a strategist. No deck, no pitch — just answers about your situation.
Book a callKlaviyo for e-commerce, HubSpot when sales and marketing share a pipeline, ActiveCampaign when budget is the constraint. The platform matters far less than whether the flows are built and monitored — we have seen excellent programmes on cheap tools and dead ones on expensive tools.
Looking for pricing, contract terms or timelines?
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More email & automation work
- Email Campaign ManagementSegmented campaigns with deliverability handled first — because an unopened list is a list you do not have.Read
- API & Systems IntegrationConnecting your website to your CRM, ERP, booking and payment systems — with monitoring, so failures are noticed.Read
- Remarketing & RetargetingAudience segmentation by behaviour and recency, with frequency caps — so you persuade rather than pursue.Read
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