Guide On How to analyze email flow Automations In Your Business

This post will teach you how to analyze email flow automations so that you can keep them generating sales for you on autopilot.

Here’s your no-nonsense checklist to make sure your flows are performing like rockstars.

1. Nail Down Your Flow’s Purpose

What’s the Goal? Every flow should have a clear goal, whether it’s boosting conversions, warming up leads, or bringing back lost customers. And remember, not every flow is designed to generate sales. Welcome flow, abandonment flows, sure. But others (like the sunset flow, are designed for engagement).
Still Relevant? Things change—your business, your audience, your goals. Make sure your flows are keeping up. If not, it’s time for a tune-up.
Keep It Fresh: If you’ve got old emails hanging around that don’t match where your brand is now, ditch them or give them a facelift.

Open Rates: Are people even opening your emails? If not, your subject lines might need some love.
Click-Through Rates (CTR): Are they clicking? If your CTR is in the toilet, your content or CTAs might be missing the mark.
Conversion Rates: It’s all about action—are your emails driving the results you want? If not, something’s off.
Unsubscribe Rates: If people are bailing after your emails hit their inbox, you’ve got a problem. Time to rethink your strategy.
Bounce Rates: If your emails aren’t even making it to the inbox, fix your deliverability ASAP. Add a filter onto your flows for people who’ve bounced in the last 30 days to reduce your bounce rates.

Time Delays: Are your emails spaced out perfectly, or are they too eager or too slow? Test different timings to see what clicks.
Email Frequency: Don’t be the brand that’s either ghosting or spamming. Find that sweet spot between too many and too few emails.
Best Send Times: Does timing matter? You bet it does. Test sending emails at different times—9 AM vs. 6 PM, see what works.

Subject Lines: First impressions count. If your subject lines don’t pop, your open rates won’t either. A/B test to find the winners.
Copy: Is your message clear, sharp, and on-brand? If not, time to tweak. Test different angles, offers, and tones.
Design: Ugly or clunky emails won’t fly. Make sure your design is clean, mobile-friendly, and easy on the eyes.
CTAs: Your CTAs should be as clear as day. If people aren’t clicking, try out different approaches until they do.

Segmentation: Are your segments tight, or are you just throwing spaghetti at the wall? Make sure you’re targeting the right people with the right message. Yes, you can segment your flows using conditional splits, so that only certain premade segments receive certain emails.
Personalization: Tailor your emails based on behavior, past purchases, or preferences. The more personal, the better.
Exclusion Lists: Don’t annoy your audience by overloading them with emails. Make sure you’re excluding the right people from the right flows.

Check Your Triggers: Are the right things triggering your flows? If not, people might be receiving emails that don’t make sense to them. E.g. you wouldn’t send an abandoned checkout email to people who’ve just placed an order.
Conditional Splits: Are your conditional splits working for you? They should be guiding your audience down the right path based on their behavior.

Never stop testing.

Whether it’s subject lines, copy, or CTAs, there’s always room for improvement.