Field notes
The dispatch
Notes from the climb: lifecycle email, flows, campaigns, and deliverability.
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Featured · Flows
The five flows every DTC store should have
A field guide to the core lifecycle flows: what each one is for, when it fires, and the goal it drives.
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Strategy
How to read your email revenue report
Attributed revenue, flow vs campaign split, and the two numbers that actually tell you if email is working.
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Deliverability
Deliverability basics: staying out of spam
Authentication, list hygiene, and engagement, the three levers that decide whether your email reaches the inbox.