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These four flows should account for 70% or more of total flow revenue when built and optimised correctly.
| Element | Why It Matters | How We Test It |
|---|---|---|
| Subject Line & Preview | Drives open rate and inbox placement | A/B test different tone, urgency, personalisation, and format |
| Trigger Timing | Hitting users at the right time increases conversion | Test shorter or longer delay between trigger and email #1 |
| Message Count | More touchpoints = more chances to convert (but too many can reduce impact) | Test adding an extra email to a sequence |
| Offers in Flow | Adding a second/stronger offer can increase placed orders | Test with/without follow-up offer in Welcome or Cart flows |
| SMS &/vs Email | Some flows may perform better with SMS touchpoints | Test adding/replacing emails with SMS messages |
| Creative Style | Text-based vs image-based affects deliverability and engagement | Test plain text emails vs full visual HTML templates |
| CTA Positioning | CTA above the fold improves engagement, especially on mobile | Test CTA block placement across hero and body sections |
| Sender Name | Sender name affects open rate and trust | Test personal vs brand sender name (e.g. “Joel - Brand Name”) |
| Personalisation (Zero-Party Data) | Builds trust and relevance, which improves clicks and conversions | Test subject lines or intros with {{ first_name }}, utilise zero party data and product interests. |
| Offers | Different types of offers appeal to different users. % off vs $ off vs gift vs shipping all have different psychology. | Test with % off vs free gift and compare placed order rate. |
| Email Length | Some customers convert better from shorter content, others prefer storytelling. | Test long-form vs short-form in same position in flow. |
| Copy Style | Direct Response vs Brand Voice can appeal to different personas. | Test DR copy vs branded lifestyle copy in flows like Welcome. |
| Design Type | Basic HTML often performs better than image-based layouts (deliverability, CTR). | Test plain text email vs image slice-heavy design. |
| Aggressive Timing | Sending faster (especially in high intent flows) often leads to better results. | Test email delay: 15 minutes vs 2 hours. Especially in checkout or cart flows. |
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Campaigns drive consistent revenue and are the heartbeat of brand engagement. Our job is to test, learn, and improve with each one.
| Element | Why It Matters | How We Test |
|---|---|---|
| Send Time/Day | Impacts open rate significantly | A/B or split by time zones |
| Subject Line & Preview | First impressions = opens | Always A/B test at least one variant |
| Hero Area | Drives click-through | Test different visuals/offers/headlines |
| CTA Language | Influences click intent | “Buy Now” vs. “See What’s Inside” etc. |
| Angle | Different hooks resonate differently | Messaging variant testing |
| Copy Style | Some brands benefit from short/direct copy. Others need long-form stories. | A/B test campaign with short copy vs long-form storytelling |
| Send Volume Strategy | High frequency can be effective if list quality & content are strong. | Gradually increase send frequency and monitor unsubs, opens, CTRs |
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This is one of the most under-leveraged revenue opportunities. Optimising popups builds stronger lists and improves ROAS across the board.
| Element | Examples to Test | Why It Matters |
|---|---|---|
| Headline Copy | “Join the club” vs. “Get 10% off” | Impacts attention + conversion |
| Offer | % Off vs. £ Off vs. Free Gift | Affects submission rate AND AOV. This is the biggest needle mover. |
| Creative | UGC photo vs. brand image | Visual trust and clarity |
| Popup Timing | Too early = intrusive, too late = missed chance | Test 6s vs 20s, or scroll depth % vs time on page |
| Triggers | Exit intent vs. scroll % | Influences when users opt-in |
| Device-Specific Forms | Mobile vs. desktop layout | Submission rate differences by device |
| Micro Commitment | Asking users a low-effort question increases opt-ins | Add step 1: |
| “Do you want 10% off your first order?” |
[Yes button] [No button] | | Teaser vs No Teaser | Teasers can build intrigue before popup triggers | A/B test with and without teaser for same offer | </aside>
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Each account should aim to have at least 3 live tests running every week:
Three tests might not sound like much - but over weeks and months, these small, consistent tweaks compound into significant gains.
Not every test needs to be a big, flashy overhaul. A subject line change, a small design tweak, or a slight trigger timing adjustment can all create measurable lifts.
The real power comes from consistent experimentation, optimisation, and iteration - turning small wins into long-term revenue growth.
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Your time is too valuable to waste on micro-changes that won’t reach statistical significance. Skip the “button colour” or “2-second delay” experiments and focus on high-impact variables that directly influence behaviour:
Bold tests lead to clear, actionable insights and bigger wins.
A/B testing in Flows always takes priority (especially the BIG 4).
Why? Flows generate automated, consistent revenue and reach every subscriber, even those who never open a campaign. Improvements here work 24/7.
Don’t stop at surface metrics. The “winner” isn’t always the one with the highest opt-in or click rate. For example:
Therefor, prioritise KPIs that reflect real business impact:
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