If you’re an e-commerce brand owner, you’ve probably heard of the 80/20 rule. It’s the idea that 80% of results come from just 20% of the effort. It’s true in business, true in fitness, and—here’s the kicker—it’s true in email marketing.

The problem? Most brands expect all emails to perform equally. Newsflash: they don’t. And they’re not supposed to. In fact, 20% of your email flows are likely driving 80% of your revenue. Not all emails are created equal—and recognising this is where the magic happens.

So, what’s the solution? Identify the top 20% of emails that deliver the biggest results and supercharge them. This small shift can turn your email list into a high-performing revenue engine without extra effort.

In this post, we’re diving into three email flows that most brands overlook but can drive massive results when optimised: the Welcome Series, Cart Abandonment Flow, and Post-Purchase Flow.

1. The Welcome Series: Your First Impression Powerhouse

Think of the Welcome Series as the handshake that seals the deal. Yet, most brands treat it as a simple “hello”—maybe with a discount code if they’re feeling generous. Here’s why that’s a wasted opportunity:

Your new subscribers are excited. They’ve just signed up, they’re curious about your brand, and they’re asking, “What’s next?” If you don’t give them a clear answer, they’ll forget about you faster than yesterday’s trending reel.

How to Make It Count:
  • Strike While the Iron’s Hot: Send the first email within 60 seconds of signup. Speed matters.
  • Direct Their Next Move: Whether it’s exploring your bestsellers or claiming an offer, make their next step obvious.
  • Focus on Clarity: Skip the lengthy brand story—be clear, concise, and actionable.

Pro Tip: For physical products, highlight your bestsellers in the first email. Don’t leave it to chance that they’ll “discover” your products. Show them what works.

2. Cart Abandonment Flow: Your 24/7 Sales Closer

We all know cart abandonment emails are essential. But most brands miss the mark by sending basic, uninspired reminders. “You left something behind” is good, but it’s not enough.

Here’s the real reason people abandon carts: doubt. Your job isn’t just to remind them—it’s to rebuild desire and clear up uncertainty. When done right, this flow can recover lost sales effortlessly.

How to Level It Up:
  • Reframe the Message: Instead of “You forgot something,” try “Still thinking about this?”
  • Build Trust: Include a customer review or testimonial to address potential doubts.
  • Use Subtle Urgency: A simple “Just checking in” can be more effective than “HURRY, IT’S ALMOST GONE!”

Pro Tip: Take a split-path approach. If someone abandons a cart multiple times, don’t send the same email again. Address their hesitation directly with a tailored message.

3. Post-Purchase Flow: Where Repeat Buyers Are Born

Most brands treat the first purchase as the finish line. But the best brands know it’s just the beginning. The post-purchase flow is your chance to turn a one-time buyer into a loyal customer. And what do most brands send? A plain receipt. Big. Missed. Opportunity.

Think about it: They just bought from you. They’re excited and engaged. Your next email is more likely to be opened now than at any other time.

How to Maximise Its Potential:
  • Reinforce Their Decision: Send a “What Happens Next?” email that reassures them they made the right choice.
  • Educate and Excite: Product education emails help them get the most out of their purchase, reducing returns and increasing satisfaction.
  • Tease the Next Purchase: If they bought Product A, introduce Product B. They’re already primed to buy again.

Pro Tip: Include customer reviews in this flow. Social proof at this stage builds trust and boosts engagement.

Why This 80/20 Strategy Works

The truth is, 80% of your email revenue comes from just 3 flows: Welcome Series, Cart Abandonment, and Post-Purchase. By focusing on these, you can:

  • Maximise your email performance.
  • Stop chasing new subscribers just to hit revenue goals.
  • Stay ahead of competitors who are still sending random campaigns and hoping for results.

Want to know which of your email flows have untapped revenue waiting to be unlocked? Let us help. Comment or reach out, and we’ll guide you through finding your most profitable flows.

Don’t leave money on the table—it’s time to work smarter, not harder.