Your email flows are way too generic. Fix them now before your next big sale.

Nord Media helps DTC brands between $1M – $100M+ by driving profitable growth utilizing Meta, Google and creative strategy. We implement systems and strategies that aim to drive growth for you brand without sacrificing your profit.

If you want to understand what we could for your brand let's chat 👉 book a call with me.​

Memorial Day is done. Every brand ran the same playbook: discount code, paid traffic, homepage banner, email blast, reminder, last chance.

You drove 75K to 100K visitors in a few days.

97% of them didn't buy.

So now the follow-up is the whole game. And if your abandonment flow is still firing the same generic "you left something behind" email to every single person, you're leaving real money on the table.

For a $20M brand, recovering 1,000 extra orders is $100K. For bigger brands, half a million across the season.

Here's what I mean:

Open up most brand's ESP accounts and you'll find the same setup. One send delay for everyone. One subject line. One body copy template. One discount code auto-applied. Set it and forget it for months.

So the same flow is trying to convert the shopper who almost bought at 10:30pm, the loyal customer who doesn't need a discount, the price-sensitive prospect cross-shopping 4 brands, and the browser who looked at one item 6 times and bounced.

These are not the same person. But they're getting the same email.

Your in-house team says it's fine because the flow still gets opens and clicks. The issue is it could be performing 5 to 10x worse than your most sophisticated competitors.

Stop treating every abandoner identically. Start treating them like the different buyers they are.

Too many brands treat abandonment emails like mini brand campaigns. Big hero image. Soft headline. Lifestyle imagery. Founder-tone paragraph about the brand mission.

That's a great welcome email. It's a terrible cart abandonment flow.

The shopper already knows your brand. They literally just had your product page open. They don't need another brand story. They need the exact product they viewed, a clear reason to come back, the right level of urgency, and a clean path to checkout.

Campaigns are where you tell stories. Flows are where you close.

This is where Instant comes in. Instant runs AI-powered flows that personalize the subject line, body copy, imagery, offer, discount, send time, and follow-up logic based on each shopper's behavior and intent.

Instead of forcing every shopper into the same static flow, it adapts the follow-up to what each person actually did on site.

Here's a real example:

A shopper lands on a fashion brand's site on a Tuesday afternoon. She looks at a dress, scrolls through colors, stops on light blue, reads reviews, adds to cart, then leaves.

In a normal ESP flow, she gets a generic "you left something behind" email that night.

With Instant, she gets a 1:1 personalized flow. It lands when she's most likely to convert — not when the flow timer says so. The product featured is the blue variant. The subject line is tied to whatever's performing best that week. If the first email doesn't convert, she gets a follow-up with a custom discount calibrated to her intent level.

Now imagine a different shopper on the same site at the same time. He adds 3 items, browses for 10 minutes, leaves, comes back, looks at the same 3 items plus 1 more, then bounces.

Should he get the same email? No. He gets his own custom flow with different copy, different products, and a different offer.

Two shoppers. Same time. Different intent. Different emails. That's the unlock.

A lot of ESPs tell you to send 10% off to everyone who abandons. The problem is half those shoppers were going to buy anyway. You just lost margin on a conversion that would have happened regardless.

The smarter approach: set guardrails with a max discount, min AOV, and eligibility rules. Let the system decide when an incentive is actually needed.

Some shoppers convert at full price. Some need a 5% nudge. Some need 15%. Treating them identically is one of the most expensive mistakes brands make with email.

Your shoppers don't see your brand the way you do. They don't care how long you spent dialing in the abandonment hero image.

They care whether the email shows up at the right time, references what they actually looked at, and gives them a clean reason to come back.

If your flows do that for every shopper, you win at email. If they fire the same email at everyone, you won't.

​Instant goes live same-day. Most brands are running in under 60 minutes. You connect Shopify and DNS and that's it. No long-term contract. If it doesn't work, you pause it and go back to your existing setup.

If you're a Shopify brand doing $300K+ in monthly site revenue, book a demo here by June 7. You'll get a $100 gift card just for showing up, plus a forecast of the revenue your current flows are missing.

If you want a growth partner who is invested in helping you build a profitable business, someone who is going to push you to make changes that focus on profitable growth. Book a call - let’s chat.​

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Disclaimer: Thank you to Instant for sponsoring today's newsletter.