How To Time Your Flows Right For More Conversions

Hey it's Max from The Inbox Newsletter.

Ever wonder how much of a difference the delay between your flow emails actually makes on conversions?

Turns out, way more than most people think…

Which is why today I'm breaking down why flow timing matters so much and the exact setup we use to time every one.

Let's get into it!

Why Timing Matters More Than You Think

We recently pulled some conversion data on one of our 8-figure brands to see when subscribers actually convert after opting in.

Now, if you look closely at the graph below, you'll see one bar that's WAY higher than everything else… and that's Day 0.

On the same day someone signs up, 19.1k of them bought outside of email and 9.7k bought attributed to email.

But once you’re past Day 0, you can see how sharply the numbers decline…

Every single day after signup sees fewer conversions than the last, and by Day 90 it's basically nothing.

(Side note: If this makes you curious about what your own conversion curve looks like, it's honestly pretty easy to pull with Hiro Analytics. We use it across all our 100+ active brands).

The Big Takeaway For Your Flow Timing

Now… what does this all mean?

The data basically shows one thing: subscribers convert immediately or they get significantly colder every day after.

So your flow timing needs to reflect that reality!

Your welcome flow is the clearest example. Fire the first email immediately after opt-in (peak interest moment).

But that's just for the welcome flow. The same principle applies to every other flow you run, just adjusted for context.

How To Time The Rest Of Your Flows

• Site abandoned: Two hours is the standard. You can test shorter or longer. 24 hours between emails.

• Browse abandoned: 30 minutes to an hour for the first email.

• Cart abandoned and checkout abandoned: Never go longer than 30 minutes for the first email. 15, 20, or 30 minutes is the sweet spot. This is one of the easiest quick wins in the whole account. 1-2 emails per day is great.

• Post-purchase: Fire the first one immediately, then space the rest every couple of days.

• Replenishment: Take the average time between purchases for your brand and send the reminder a few days before they're likely to run out.

• Win-back: Set the first email at roughly 3x your average time between purchases. So if a supplement brand sees repeat purchases around Day 30, the win-back starts around Day 90.

Evert brand is different, so I’d suggest running these as actual A/B tests yourself before rolling them out permanently.

Literally takes minutes to set them up, but it’s a huge lever to help you squeeze more out of your flows.

Try it out yourself!

Extra Email Inspiration Of The Day

Brand:
Doing Well

Email Design:
https://drive.google.com/file/d/1XeiJ7tnaqVTUAn3IDVtxEdmev0CpKH7v/view?usp=drive_link

Notes:
Great way to tease a launch without spoiling anything

Reply to this email if you have any questions or further content you want covered.

Cheers,

Max Sturtevant

P.S
Here’s how I can help you further…

• Email Marketing Mastery Course/Community:
  A full 30+ module email course that comes with weekly calls with me, 250+ editable email templates, and a community for daily Q&A from myself and other members. Learn More Here »

• Work With My Agency:
  At Well Copy, we’ve done $250M in email sales across 200+ brands in the past 2 years. We’re the best in the game at managing email. Learn More & Book A Call Here »

• Free Resources:
  10+ free guides and resources for you to learn email marketing for free from my content. Access Resources Here »