As part of a small job, I was asked to make some high level recommendations based on Client A’s ESP instance. They gave me access to view their campaigns and flows, segmentation setup and insights. They asked of me to bring. high level observations based on a quick, initial look. Here were my findings:

• Automated flows drive low revenue (~20%) compared to campaigns (~80%) - i’d expect to see the opposite, especially with products that have a strong repeat rates.

• SMS is not used as a marketing channel, despite collecting subscribers - Although the list will most likely too small to drive any impact right now, start collecting new subscribers to drive transactional & behavioral flow communications, then scale to marketing once list size is healthy.

• No Cart Abandon, Post Purchase or Lapsing flows - Key flows that drive revenue didn’t exist. Develop, these. flows ASAP - even if it’s only 1 email for each flow type and build on it. Drive revenue and conversion, repeat rates and loyal customers.

• Separate out replenishment flows and subscribe & save prompts & upsell messages to increase exposure & conversion to subscription

• Create a new flow for Subscribe & Save based on if customer has purchased X or more times - targets specific customers based on. loyalty & brand affinity, grows retention & drives repeat purchase.

• Campaign lists are manual which causes stale lists - build as automated segments driven by automatically refreshed lists to ensure all eligible customers are captured - newest usually drive higher engagement.

• Offering incentives drive conversion - lead with them front and center, don’t bury them in the email. Let them shine! Test a) incentives to drive incremental lift b) incentive type c) incentive amount d) free shipping instead

• Tell stories, inspire, excite the customer! This will drive conversion and repeat purchase. Create a relationship with them - connect at a personal level.

These were just the initial observations I encountered. I go deep on automated flows and campaigns to really. identify short term wins and longer term strategic levers.