Campaigns vs automated flows
Campaigns are one-off sends, like a newsletter or a sale announcement. Flows are automated emails triggered by actions, like a welcome series, an abandoned cart reminder or a post-purchase follow-up. Flows often drive a large share of email revenue for online stores.
Why it still works
You own your email list. Unlike social media followers, your subscribers don't disappear when a platform changes its algorithm, and sending more email costs very little.
The rules
In the US, the CAN-SPAM Act requires accurate sender information, an honest subject line, a physical address and a working unsubscribe link. Other countries have stricter consent rules.
Why Email Marketing matters
Email turns one-time visitors into repeat customers. It keeps your business in front of people between purchases at a fraction of the cost of paid ads.
The flows that sold while everyone slept
An online store sent a monthly newsletter and nothing else. Adding a welcome series, an abandoned cart reminder and a post-purchase sequence created steady revenue every day, without adding any new campaigns to the calendar.
Common mistakes
Only sending newsletters
Automated flows tied to customer actions usually outperform one-off sends. Build the key flows first.
Buying lists
Purchased lists hurt deliverability and break consent rules in many places. Grow your own list.
Never cleaning the list
Mailing people who never open lowers inbox placement for everyone. Remove or re-engage inactive subscribers.
Where we work on this
The decision this number feeds into