01 / Behind the approach
The decision behind the approach
Review revenue attribution alongside message exposure, buying cycle and orders already influenced by other channels.
02 / Behind the approach
The scope at a glance
- Diagnosis and Cleanup
- Build and Restructure
- Optimise and Scale
- Measure and Improve
01 / Eligibility
Start with the customer state and purpose.
Agree which behaviour makes a message relevant. Check permissions, contact status and the observation window before putting a person into a sequence.
- Identify first interest, first purchase, repeat buying and lapse using reliable store records.
- Define the entry event and audience window.
- Check recent purchases or account changes.
- Document exclusions and contact preferences.
The working decision
Start with the customer state and purpose.
Define the entry event and audience window.
02 / Sequence
Give each message one job.
Map the information a customer needs at this point. Connect the message to a useful destination and coordinate timing across any channels included in the scope.
- Use appropriate triggers and purchase context, with clear rules that prevent conflicting campaigns and flows.
- Check product or account information.
- Review frequency across active flows.
- Test the destination and personalisation fallback.
The working decision
Give each message one job.
Check product or account information.
03 / Review
Check exits and later customer value.
Test what happens when a purchase, opt-out or changed account state occurs. Review useful customer outcomes together with contact health and the cost of any incentive.
- Compare message health and fulfilled purchases while acknowledging the attribution model.
- Recheck eligibility before each send.
- Verify stop conditions and overlapping journeys.
- Keep platform attribution distinct from additional value.
The working decision
Check exits and later customer value.
Recheck eligibility before each send.
03 / Behind the approach
How the approach fits together
1. Map meaningful customer states
Identify first interest, first purchase, repeat buying and lapse using reliable store records.
2. Coordinate the messages
Use appropriate triggers and purchase context, with clear rules that prevent conflicting campaigns and flows.
3. Review customer and commercial outcomes
Compare message health and fulfilled purchases while acknowledging the attribution model.
04 / Behind the approach
What to measure
- Flow-attributed revenue: credit under the stated settings.
- Repeat purchasing: customers ordering again within a defined period.
- Message health: deliverability and opt-outs alongside engagement.
Report the observation period, the source of each measure and any changes to the way data was collected. Compare like with like before treating a difference as improvement.
Is all revenue shown by the email platform additional revenue?
No. Platform attribution credits orders under its settings. It does not by itself establish whether the customer would have purchased without the message.
Use the same timing for every customer?
Let the product cycle and relevant behaviour inform timing. Document the rule and test whether it remains useful as the customer’s situation changes.
Use an incentive as the default message?
First check whether information, help or a practical reminder addresses the need. An offer should have a clear purpose and a cost the business can evaluate.
Flow-attributed revenue
credit under the stated settings.
Order and customer records, with cancellations, returns and the observation window stated.
Repeat purchasing
customers ordering again within a defined period.
Order and customer records, with cancellations, returns and the observation window stated.
Message health
deliverability and opt-outs alongside engagement.
Messaging delivery, opt-out and audience records for the sequence and period.
05 / Behind the approach
Discuss the project in context
Our team can explain the project scope, the measurement approach and what supporting material can be shared. A useful comparison starts with your current journey, operating conditions and business priorities.
06 / Behind the approach
When this approach is relevant
Use this as a starting point when the obstacle and operating conditions resemble your own. The first discussion should establish whether the underlying cause is similar and whether the required information and delivery capacity are available.
Audience logic
Entry events, exclusions, observation windows and the data needed to check eligibility.
Sequence map
The purpose, destination and timing rule for each message.
Exit checks
How purchases, opt-outs and changed customer status stop or redirect the flow.
Value review
Customer outcomes, contact health and incentive costs with attribution limits stated.
Before we start
Questions about the approach
How should I read this case study?
This is a published project story. Discuss the project context, measurement and supporting material available to share with our team before comparing it with your business.
Is all revenue shown by the email platform additional revenue?
No. Platform attribution credits orders under its settings. It does not by itself establish whether the customer would have purchased without the message.
Can the same approach work for our business?
The sequence may be useful, but it needs to fit your product, audience, systems and buying journey. We begin with the problem and the available evidence before proposing the scope.
What should we bring to the first conversation?
Your website, the target market and a short explanation of the obstacle are a useful start. Bring existing reports if available; access and any sensitive records can be discussed through the appropriate process.
