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Hey all,
Most brands use a flow trigger to decide when an email sends.
But the trigger should also decide what that first email says.
The customer just told you what they did. Your job is to help them take the next logical step.
Here’s how.
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🎯 WEEKLY INSIGHT
The first email in a flow should respond directly to its trigger.
A flow starts with something your customer just did.
They viewed a product, added something to cart, or stopped buying.
That behavior should determine the job of the first email, not just which product gets dropped into the template.
A browse abandonment email can feature the exact product and still read like a campaign if it’s surrounded by unrelated brand messaging, promotions, and competing CTAs.
Instead, start with one question:
What did the customer just do, and what should this email help them do next?
Viewed a product → Help them reconsider it
Bring back the exact product. Give them a compelling reason to return, and make it easy.
Added to cart → Help them finish deciding
Keep the product central. Hint at common friction with reviews, shipping, returns, or useful product info.
Stopped buying → Give them a good reason to return
Use their previous purchases to make the message specific to what they’ve liked before.
Brand messaging and creative can support that job.
They shouldn’t compete with it.
A specific trigger gives the first email a specific job.
Action Item
Open your highest-revenue automated flow.
Look at the first email.
What did the customer do to trigger it?
Then ask:
Does this email have one obvious job based on that behavior?
If not, remove or deprioritize anything competing with it.
⭐ Takeaway: The first email in a flow should respond to the trigger and guide the customer toward one logical next step.
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🤝 WORK WITH OUR TEAM
How can we help you?Choose the next step that best fits what your team needs.
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Until next time,
— Allen