The Million-Dollar Brand Email Problem

Hey, Michael from AdSumo Digital here.

If you think your flows are working because they're "industry standard," your email revenue is probably stuck.

Brands scaling traffic don't always need more emails.

They need emails that actually match where customers are in their journey.

• Relevance mapping is essential. If your traffic is growing but email revenue is flat, your flows have become irrelevant.

• You can't over-segment flows when you have volume, you can only under-segment.

• Repackage your best ad and landing page messaging with behavioral triggers and category-specific content.

Generic Flows Break When You Scale. That's the Problem.

Your customer isn't memorizing which specific product they browsed yesterday.

They're juggling 6 different categories on your site, 37 other brands, and whatever retargeting ads followed them around.

Your flows might be perfectly built from a technical level. Your campaigns might be look great. Your offers might convert on the front-end.

But when someone browsing sleep supplements gets the same abandoned cart email as someone who left energy products in their cart, they both ignore it.

Different problems need different solutions.

So what's the solution?

Map every email to their actual behavior. Category by category.

Relevance = Revenue

Email success is about behavioral targeting.

Not creativity ChatGPT ideas. Not "fresh designs."

The best scaling brands win because they don't send the right email at the right time with the exact content leveraging the interests you know about your customers. They map every touchpoint to where that person actually showed interest.

Think about your favorite brands. You already know what happens:

• Recommendations based on what you actually viewed.

• Emails about categories you actually browse.

• Replenishment reminders for products you actually buy.

You've experienced this targeted relevance thousands of times. And you keep buying.

Because these kind of ads or emails or sms messages make you say “wow my phone must be listening to me”.

Change the Targeting, Not the Template

Here's the strategy: keep your email structure the same. Change who sees what messaging.

Take your abandoned cart template and map it to different behavioral segments.

• Sleep product abandoners get sleep-focused social proof.

• Energy product abandoners get energy-focused benefits.

• Cognitive supplement abandoners get focus and clarity messaging.

• General wellness abandoners get broad health positioning.

But your winning email structure stays consistent: this is what you left, this is why it matters for your specific interest, this is why you should buy, and here are reviews from people who wanted what you want.

Who This Is NOT For

Before you start rebuilding all your flows, let me be clear about who shouldn't be doing this.

If you're getting less than 2,000 people per month in each of your flows, relevance mapping isn't your priority.

If your pop-up is converting under 6%, fix that first.

If you're not sending 2-4 campaigns weekly, start there.

If your basic flows aren't even built yet, go handle the fundamentals.

And if you're not actively scaling front-end customer acquisition, you don't have enough volume to make behavioral segmentation worth it.

Relevance mapping is for brands that have outgrown the basics. Not brands that haven't mastered them yet.

You're Not Segmenting Enough

But if you ARE getting thousands of people monthly through your flows and your basics are dialed...

That's when behavioral targeting starts to work.

You manage the complexity behind the scenes. They just get relevant messaging.

So if it takes 3-10 relevant touches to convert, and you're only sending general messaging once or twice… you're losing revenue.

Bottom Line

Behavioral mapping scales. Generic flows stagnate. (once your are pushing serious traffic)

Segment your flows by actual customer behavior and interests, not just flow triggers.

You're not overcomplicating. You're being relevant.

And relevant brands win when traffic scales.

Email Inspiration Of The Day

Email Design:
ARMRA

Notes:
Perfect example of behavioral targeting in action.

They're not blasting all facts to everyone. This email specifically targets people who are interesting in this particular supplement AND curious about melatonin and why its better for more than just sleep

Helpful Links Of The Day

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