Understand the journey.
Build flows that fit.
Better flows start with understanding why customers stop moving forward. Map the journey, research the gaps and build communication that helps people take the next step.
We combine journey metrics, surveys and customer insight to explain drop-off, then turn those findings into email strategy, copy, design and automation.
What are
underperforming email flows?
An underperforming email flow fails to help customers progress through the journey it serves. A welcome series should help a subscriber choose; post-purchase communication should help a buyer get value and see a relevant next step.
First map the stages and identify where people leave. Metrics show the pattern; surveys, customer feedback and product research help explain the reasons—such as uncertainty, missing information or a message that arrives before the need.
We use those findings to build a communication strategy for each stage, then implement the flows that deliver it. Explore our Klaviyo flow optimization guide for the wider approach.
What we build
from customer insight
Customer journey mapping
Map the steps from signup to purchase, product use and the next order. Give each stage a clear customer need and business outcome.
Drop-off analysis
Review journey metrics to find where people stop progressing, rather than treating every flow as an isolated revenue number.
Customer research
Use surveys, feedback, support questions and product research to understand why customers hesitate or leave.
Communication strategy
Turn the research into message roles: explain, reassure, educate or recommend what the customer needs at that stage.
Copy, design and testing
Create messages around those roles and test whether they help customers move forward through the journey.
Flow implementation
Translate the strategy into automation, then check triggers, filters, exits and handoffs so the right people receive the right communication.
Our process
from research to better flows
Map the customer’s steps and the communication they currently receive. Review journey metrics to identify where progress slows or stops.
Use surveys, customer feedback, support questions and product insight to understand each drop-off. Distinguish what the numbers show from the reasons behind them.
Define a message strategy for each priority gap. Write and design communication that answers the customer’s questions and supports a clear next step.
Implement the agreed flows and check triggers, filters and exits. Test the communication against customer progression and completed purchases, then use the findings to improve the journey.
Why this matters
for your business
A clear view of the journey
See how each email contributes to the customer’s next step.
Research behind the strategy
Understand the reasons for drop-off before choosing what to change.
Messages with a purpose
Answer the questions and concerns that hold customers back.
A connected customer experience
Coordinate welcome, recovery and post-purchase communication around one journey.
Better priorities
Focus creative and testing effort on the gaps that matter most to customers and the business.
Useful performance measurement
Track customer progression, completed orders and margin alongside email engagement.
See the work
behind the emails
The Hedonism Wines comparison alongside this section shows the shift from a text-heavy product announcement to a visual email that introduces the product, explains its story and presents a clear next step.
The wider program combined customer research, product-interest segmentation, flows and redesigned emails. That is the sequence behind our approach: understand the customer, decide what the message needs to do, then build the communication.
Hedonism Wines email design before and after Retention Side. Open the comparison to inspect the details.
Client experience
with Retention Side
Before working with Retention Side, most of our growth came from paid ads. When ads were performing, things looked good. When they weren’t, cash flow got tight pretty quickly. Over the past months, our repeat customer rate moved close to 40%, and that changed how the business feels. Revenue is still seasonal, but it’s far less stressful.
Founder
Nevena Komazec
Before Retention Side, 90% of our sales came from one-time buyers. Now returning customers drive most of our revenue, and checkout abandonment emails alone add 5 figures each month.
Founder
Faraz Zaidi
These testimonials are reproduced from our client reviews. They describe individual client experiences, not a forecast for your brand.
Find why customers
stop moving forward
Tell us how customers move from signup to purchase and beyond, where they drop off and what feedback you already have. We will discuss the research and communication needed to improve that journey.
Flow optimization
questions
Do we need to rebuild every flow?
No. Map the journey and research the drop-offs first. Keep the messages that already help customers and change the communication where the evidence points to a gap.
Why can a live flow still underperform?
Being live does not mean the communication answers the customer’s needs. A flow may overlook an objection, explain the wrong benefit or arrive at the wrong stage. Journey metrics and customer research help identify why.
Which flow should we improve first?
Start with a meaningful customer-journey gap. Consider how many customers are affected, what is stopping them and the commercial value of helping them take the next step.
How do you research the reasons for drop-off?
Combine metrics with surveys, customer feedback, support questions and product research. The numbers identify where people leave; research helps explain why and informs the communication strategy.
Where do triggers and filters fit?
They deliver the strategy. Once the audience, message role and timing are clear, we configure triggers, filters and exits and verify representative customer paths.
Explore the strategy
and the work
Klaviyo flow optimization strategies
Explore the research, examples and practical considerations behind flow optimization.
Hedonism Wines case study
See the documented platform, segmentation, email design and flow work behind the client’s email program.
Email marketing for ecommerce
Explore Retention Side’s research, strategy, segmentation, automation and ongoing testing services.