I audited 2 brands today. Here's what I cut immediately.

Spent today deep in client analytics.

Found the same problems in both accounts.

Problem #1: Too many emails in every flow

One brand had 10 emails in checkout abandon. Another had 8 in welcome flow.

Here's the reality: if your last emails in a flow aren't hitting at least 30% open rate, they're just hurting your stats.

Cut them. Today.

I reduced checkout abandon from 10 to 4 emails. Welcome flow from 8 to 4.

Problem #2: Backwards discount strategy

One brand: 5% in welcome flow, 15% in browse abandon.

Your welcome flow subscribers are the most engaged. Give them 10% upfront. Make them buy fast.

Problem #3: Post-purchase flows that never fire

Found a post-purchase flow set to send 3 days after order.

Most orders don't arrive in 3 days.

Result? The emails never send. It's a ghost flow.

Fix: Trigger based on delivery confirmation, not order date.

The first principle of email marketing:

Bad emails are cancer cells. They spread through your account, dragging down your sender reputation.

If something isn't working, cut it or fix it immediately.

Most brands need fewer emails with better performance, not more emails with mediocre stats.

That's what I'm fixing this week.

George Mail Wizards