We built eleven flows and then deleted six. What follows is what survived two years of trading.
## The five that matter
Welcome establishes what the product is for. Onboarding teaches first use, which is where refusal happens. Replenishment times itself from product size and household usage. The refill reminder is the profit engine. Lapsed asks one honest question and stops.
## Timing from usage, not from a calendar
Replenishment timing is calculated from the product bought and the household size stated at checkout, not from a fixed thirty days. Sending on a calendar means arriving early for half your customers and late for the other half.
## Keeping it quiet enough to work
A global frequency cap, campaign suppression for anyone in an active flow, and a rule that no flow may exceed four emails. The programme earns more when it says less, which is difficult to believe until you cap it.
Where this applies
- Email Marketing
Work with Verdehouse
This playbook comes from the work Verdehouse does. See what they offer, the results they can evidence, and how to start a conversation.
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