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After working with over 250 brands on email strategies, we’ve learned a lot about what works—and what doesn’t. With 2025 on the horizon, we’re putting these lessons front and centre, so your brand is ready to stay competitive and maximise results.

The AI revolution is here, and it’s transforming digital marketing faster than ever. With tech giants investing billions, AI-driven tools are emerging every day—reshaping how brands connect with their customers.

Ever had that sinking feeling when you realise an email has gone out with a broken link or someone’s name is just a [First Name] placeholder? It happens to the best of us. But here’s the thing—email mistakes don’t need to happen, and today, we’re going to talk about how you can avoid them.

Have you ever noticed your email list shrinking even though you're still adding new subscribers? If you're nodding your head, you’re not alone. It’s called "list leak," and it’s more common than you might think.

Indecision is something we all face—whether we’re buying a new product or sending out marketing emails to our customers. You know the type of customer I’m talking about: the one who’s almost there, has clicked on the link, maybe even added something to their cart, but hasn’t completed the purchase.

We don’t talk enough about this, but telling your story as a founder or brand is one of the most powerful ways to connect with your audience.

Most brands think all the action happens on launch day. But here’s the secret: the real magic starts before the sale even begins. The brands that win are the ones who know how to prime their audience beforehand. And how do they do that?

Fear of Missing Out, or FOMO, is a powerful psychological tool. In the world of e-commerce, it’s a tactic many marketers lean on—especially during events like Black Friday and Cyber Monday.

It’s that time of year again – Black Friday and Cyber Monday (BFCM) are just around the corner, and the race is on for brands to maximise their sales during the busiest shopping season of the year.

When was the last time you really pushed the boundaries with your A/B testing? I’m not talking about the usual tweaks like testing subject lines or shifting your send time from 11 AM to 3 PM. I mean really thinking outside the inbox.

You know what I’ve noticed lately? A lot of emails sound… well, like emails. And no, that’s not a compliment. You’ve seen them—super formal, overly polished, and utterly devoid of any real personality. They might as well scream, “this is a marketing email!”

When it comes to email marketing, it's easy to get caught up in trying to do everything—creating multiple campaigns, testing different strategies, and managing a massive subscriber list. But what if I told you that 80% of your results could be driven by just 20% of your efforts? It might sound a little odd, but this principle—known as the 80/20 rule or the Pareto Principle—could completely transform how you approach your email marketing.

Ryan Reynolds has coined a term for his brand of advertising—“Fastvertising.” It’s a form of newsjacking that moves at lightning speed. Essentially, he takes what’s trending in culture, hops on it, and turns it into brilliant content for his brands.

When it comes to growing your e-commerce business, one of the most underrated strategies is email upselling. While most businesses focus on the hard work of getting customers to make that first purchase, there's an easy way to unlock even more revenue without having to acquire a single new customer. The secret? Effective email upselling.

The debate over whether long emails or short emails perform better has been ongoing in email marketing for years. With the rise of platforms like TikTok, UberEats, and lightning-fast deliveries from Amazon Prime, it’s easy to assume that people don’t have the attention span for long emails anymore.

Let’s talk about a slightly unconventional but incredibly powerful way to improve your email marketing: Pavlovian conditioning.

In today’s fast-paced digital world, it’s easy to get swept up in the newest marketing trends. Ads that are more expensive but deliver less return. Social media trends that seem promising but quickly fade. You’ve likely tried YouTube, TikTok, Pinterest, SEO—only to feel like you’re spinning your wheels without seeing real results.

Running an e-commerce business isn’t for the faint-hearted. Between keeping operations running smoothly, managing a team, and finding time to grow your brand, it’s no wonder email marketing often gets pushed to the backburner. But here’s the good news: email marketing doesn’t have to eat up all your time.

In a world dominated by flashy designs and eye-catching graphics, it's easy to forget the power of simplicity. But what if I told you that one of the most effective tools in your email marketing arsenal might be the humble plain text email?

Email marketing is a powerful tool for e-commerce brands, but what if your design choices are undermining your efforts? The design of your emails plays a crucial role in their success, often impacting your open rates, readability, and conversion rates more than you might realise.

In the world of email marketing, every open counts. The more eyes on your emails, the greater your chances of converting those opens into clicks, and ultimately, sales. But what if there was a simple way to boost your open rates by 30-50% with barely any extra effort?

Have you ever felt overwhelmed by the endless stream of tools, tricks, and strategies thrown at you as an eCommerce brand owner? It seems like there’s always something new to try, another platform to master, or a shiny software that promises to revolutionise your business.

What if I told you the secret to boosting your email conversions is something as old as humanity itself? Today, let’s chat about something close to my heart that can be a superpower for your email marketing: Storytelling. Or as I like to call it, “storyselling.”

Have you ever sent out a beautifully designed email, only to find out later that it looks completely different on your subscriber’s devices? Dark mode could be the culprit. As much as dark mode is easier on the eyes and undeniably stylish, it presents unique challenges for us as email marketers.

Flowstate Academy hands you the power to shine with email. Through our email marketing training and coaching, we help you stand out, connect deeply with your audience at every stage of the lifecycle journey, and make quantum leaps in retention, growth and revenue.

In the ever-transforming domain of digital marketing strategies, the quest for more effective strategies is relentless. Email marketing, despite being one of the oldest forms of digital communication, continues to adapt and innovate. One such innovation stirring up excitement in the marketing world is the concept of in-email conversion.

With the ever-increasing competition and noisy marketing channels, it's essential to have a well-defined email strategy to stand out from the crowd and boost your business success.

In the fast-paced realm of e-commerce, your website traffic is more than just clicks and visits; it's a powerhouse of potential waiting to be unleashed. Remarkably, 95.6% of brands are leaving money on the table by neglecting the power of essential email flows.

In the dynamic landscape of digital marketing, where attention-grabbing subject lines and visually appealing templates often take the spotlight, there's a crucial yet often overlooked aspect that can make or break your email campaigns - Pre-Send Email Success Check

As we step into 2024, it's crucial for businesses using Klaviyo to be aware of the latest sender requirements set by major email providers like Google and Yahoo.

In today's ever-evolving eCommerce landscape, building and nurturing meaningful relationships with your community is crucial for driving engagement and sales. One powerful tool that can help you accomplish this is Klaviyo CDP (Customer Data Platform).

In the age of social media and emerging digital marketing strategies, many eCommerce businesses tend to overlook the power and effectiveness of email marketing. However, email continues to outperform all other marketing channels in terms of generating deeper and more meaningful relationships with your community, increasing engagement, and driving sales

As an eCommerce store owner, you understand the power of email marketing in building meaningful relationships with your community. It's not just about sending out a generic email; it's about creating a seamless and engaging experience for your customers.

InstantEmail is a revolutionary service by Flowstate that bridges the gap between your design and email marketing platform. With just one click, it instantly sends approved template designs from Figma directly to your email platform, without any need for building or coding. It's the missing link in your creative workflow.

Email marketing continues to be one of the most effective channels for driving sales and building relationships with your audience. According to recent studies, email marketing generates an average ROI of $42 for every $1 spent. When it comes to BFCM, strategically planned email campaigns can significantly boost your revenue and customer engagement.

Black Friday presents a significant opportunity for eCommerce stores to drive sales and solidify their position in the market. By leveraging the power of email marketing, you can build deeper relationships with your community, drive engagement through compelling emails, and boost sales with irresistible offers.

Launching your Black Friday campaign in August allows you to take proactive measures to ensure smooth inventory management and efficient supply chain processes. By analyzing customer demand and purchase trends during the pre-Black Friday period, you can accurately forecast inventory requirements and avoid potential stockouts.

Email cadence refers to the frequency and timing of your email campaigns. It includes the number of emails sent within a specific time frame and the intervals between each email.

Paying attention to the timing of your sends is a simple yet highly effective way to boost engagement, increase open rates, and ultimately drive more sales

Growing your audience and email list is an absolute necessity for the success and growth of any eCommerce business.

Flow automations empower your business to drive engagement, increase loyalty, reclaim abandoned carts, and ultimately, scale your operations.

Flowstate, a leading email marketing business for eCommerce, is proud to announce the launch of "State of Flow," a transformative solution designed to empower eCommerce businesses to excel in the world of email marketing.

InstantEmail is a revolutionary service by Flowstate that bridges the gap between your design and email marketing platform. With just one click, it instantly sends approved template designs from Figma directly to your email platform, without any need for building or coding. It's the missing link in your creative workflow.

In this article, we will unravel the underrated power of email template design and why it outshines images in driving email marketing success.

In this article, we will explore the reasons why a dedicated email team is essential for eCommerce stores looking to create deeper and more meaningful connections with their community, enhance engagement, and drive sales.

Email testing plays a fundamental role in ensuring flawless communication with your community, boosting engagement, and ultimately driving sales.

Email testing is an integral part of the pre-sending process that ensures flawless delivery and maximises the impact of your email campaigns.

In this ultimate guide to smart segmentation, we'll delve into the benefits of segmentation and provide actionable tips on how to implement it effectively in 2023.

In the fast-paced world of digital marketing, managing multiple email lists can quickly become a chaotic juggling act. The constant struggle of updating, segmenting, and engaging with subscribers across multiple lists can leave marketers feeling overwhelmed and prone to missing out on crucial opportunities.

A journey map is a visual overview (a literal map) that helps you plot out every touchpoint of the user journey in detail. The result will give you better insight into your customers’ behavior's helping you set up email flows to optimise the user experience.

The key to any successful email marketing strategy is in the numbers. How are you performing now, and how do you want to perform in the future? To really move the needle on performance, you need to drill down into your top metrics so you can set achievable targets for your brand.

With your key metrics established, you’re now ready to begin planning your content. So many brands get stuck producing their content reactively which makes it tough to produce thoughtful content.

Do you break out into a sweat every time you have to hit send on an email being sent out to your database? The cost of sending an email without having test it first can be high…

Countdown timers in email Email marketing is one of the most powerful digital marketing tools. Using a countdown timer within your emails can help amplify your marketing campaign engagement rates.

Have you ever received an email that felt like it was written just for you? You can create this experience for your customers by using email templates.

With most people around the planet using email, you can’t afford to not have an email marketing strategy, and your strategy should be informed by top trends. When it comes to the email marketing trends of 2022, as email experts, we’ve got our finger on the pulse. Flowstate is a dedicated agency with the skills to deliver messages designed to convert through our email marketing services.

Many marketing and communications professionals find difficulty when it comes to email communication. Too many emails and customers switch off, lose interest or unsubscribe; too few emails and customers cease to engage with your product or service. There is, however, a sweet spot, which digital marketers are coming to discover: transactional emails.

There’s no question; B2B email marketing is your best bet for productive communication with other businesses. The challenge, however, is crafting engaging copy with a flair that feels personal to the reader while being concise and benefit-driven.

It’s no secret that email is one of the most effective channels for lead nurturing and conversion. Email wins when it comes to making sure that the right people see the right content at the right moment, and automated emails deserve a central spot in every marketing strategy. In this blog post, we explore eCommerce email marketing and reveal the best email automations for your business.