Email Flows / Automations / Sequences
A pre-built series of emails that sends automatically when someone takes a specific action.
What it means
A flow (also called an automation or a sequence, depending on the platform) is a set of emails triggered by something a subscriber does — signing up, abandoning a cart, making a purchase — rather than emails you send out manually one at a time.
Why it matters
Flows run in the background once they're set up, so they keep working even on days you send nothing else — which is exactly why they tend to produce a disproportionate share of email revenue for very little ongoing effort. A flow that's quietly underperforming can go unnoticed for months simply because nobody is checking it the way they'd check a campaign they just sent.
ask datanephew
Are my automated flows actually working?
Ask datanephew to pull performance on your flows specifically, not just one-off campaigns — it's easy to forget to check something that isn't part of your regular sending routine.
Which flow is bringing in the most engagement or revenue?
Ask datanephew to compare your flows against each other by open rate, click rate, and any revenue your platform tracks — that tells you where to spend time improving first.