Most ecommerce brands have email set up. Very few have it set up right.

After auditing dozens of DTC brands in beauty, skincare, and wellness — almost all doing £300k-£1M — I keep seeing the same three flows either broken or missing entirely:

1. Welcome Flow (not just a discount code)

The average welcome flow is 2 emails: a discount and a reminder. A properly built welcome sequence is 5-7 emails — it educates, builds trust, and converts. Brands I've worked with see 30-40% of total email revenue from this flow alone.

2. Post-Purchase Flow

This is where most brands drop the ball. The customer just gave you money — that's when they're most engaged. A good post-purchase flow drives repeat purchases, collects reviews, and builds loyalty.

3. Browse Abandonment

Everyone knows abandoned cart. But browse abandonment catches people earlier in the funnel. With the right creative angles, this flow recovers 5-10% of otherwise lost traffic.

If you're a DTC brand doing £300k+ and your email isn't generating at least 25-30% of total revenue, there's serious money on the table.

I run growth consultations through Scale Engine — we build these flows using frameworks that have generated $100M+ in email revenue.