When I audit ecommerce brands, one of the first things I look at is their email and SMS automation flows. What I often find is that brands are barely using any flows or automations or, if they are, they’re not AB testing or tweaking and optimizing the flows for continual, iterative improvements. I suspect, for those of you who have been running email flows for some time, if you go and check the content, you will be surprised to see it hasn’t been updated in a while! It’s a good idea to keep your message fresh. Email and SMS automations are some of the simplest things ecommerce brands can implement that take very little effort and provide significant opportunities for growth.