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When someone sends me an outbound workflow to review, the first thing I look for is not the tools. It is this:
What happens when step 3 runs twice?
Retries, re-imports, webhook replays, a teammate clicking "send" again — almost every workflow has a step that will eventually fire more than once. The good ones have a rule for it (skip, dedupe, or flag). The fragile ones send the email twice, create the duplicate record, and nobody finds out for a week.
If your written process doesn't say what happens on a repeat, that's finding #1.
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Nonstop AI, I work for this AI tool? The client rejected the full video and made it again but this is the first version I liket this. so I upload
The travel photos curling into an arc around "Planning it?" make the question visual, nice. Since the client rejected the first full video, what did they push back on most, pacing or story?
You paid for that visitor. Then you let them leave.
Most people who click your ad don't buy on the first visit. They look around and close the tab. To see them again, you pay for another click.
There's another way back: get their email address before they go. A signup form, a welcome offer, the first step of checkout. Once you have it, you can write to them next week, and you don't pay for the click.
That's why a business that runs ads needs email marketing.
Ads bring people in. Email gets them back. Ads are rented: when the budget stops, the visits stop. An email address is yours.
Email marketing comes in two forms, and you need both.
Flows are automatic. A customer does something and the right email goes out. They sign up, leave a cart at 2am, buy for the first time. Nobody presses send. You reach them while they're still interested.
Campaigns are your call. A sale, a new product, a story. You pick the day and email your whole list. This is how people remember you between purchases.
In Klaviyo's 2026 benchmarks, flows were about 5% of emails sent and about 41% of email revenue. Klaviyo sells email software, so keep that in mind. Still, it shows that a small share of emails can bring a big share of the email money.
I'm not telling you to stop your ads. Keep them. Just give everyone they bring in a reason to leave you their email. Then you stop starting from zero.
Which one is your store missing? Send me a message. Or send this to whoever runs your ads.
#emailmarketing #ecommerce #smallbusiness
Good call flagging that the 5% / 41% figure comes from Klaviyo itself. One thing I'd add for ad-driven lists: tag the signup source, so people who joined for the welcome discount get a different flow from people who joined for the content. They behave very differently after the first order.
