Map the moments
Write down how someone joins the list, places an order, receives it and returns. Identify where a message would be useful. Build the sequence around those moments rather than copying another store’s schedule.
Separate flows and campaigns
Flows respond to defined events. Campaigns support a specific launch, collection or offer. Keep their purposes and audiences clear so the same customer does not receive conflicting messages.
Keep the offer and audience aligned
Review consent, suppression rules and customer segments in the email platform. Check product details, timing and destinations. Remove stale offers when stock or purchase terms change.
Read the result in context
Review attributed orders alongside unsubscribes, complaints and list quality. Agree on the attribution settings used for reporting and fees. Coordinate exclusions with paid-channel reporting to avoid double charging.