More flows do not automatically mean more strategy
If nobody can name the three sends they would keep after a forced cut, you have activity—not strategy.
Audit by commercial importance
Welcome, cart, post-purchase, replenishment first. Weak core flows mean new branches are usually distraction.
- High-intent moment—or noise?
- Message reduces friction—or adds anxiety?
- Kill the flow: revenue hit or shrug?
Simplify before you add
Fewer sharp flows convert better: every email competes for the same attention budget.
Keepable takeaway
Treat lifecycle like a P&L line: no revenue or second-order protection, no extra complexity.
For how this ties back to monetisation and operating cadence—and the worksheets that go with it—see the full playbook.