Lifecycle foundations · 4 min read
Five places to look before sending another recovery email.
A useful recovery program starts with the customer journey you already have. Use this checklist to find the friction before adding more messages.
1. Check who can receive a message
Start with permission, suppression, and unsubscribe rules. A profile existing in your account does not automatically make it eligible for every marketing message. Review the requirements of your email platform and the audience you serve.
2. Look for broken handoffs
Walk through a purchase journey on your own store. Do the expected events appear? Does the message link lead to a useful page? Is the product information current? Record where the experience diverges from what you expected.
3. Exit customers who already purchased
Check the rules that remove someone from a recovery sequence after an order. Conflicting campaigns and stale reminders can make a carefully written email feel careless.
4. Read the message as a customer
Explain what makes the product useful, answer a real hesitation, and give the reader a clear next step. A discount is one possible tool, not the default answer to every hesitation.
5. Decide what would count as improvement
Record your current orders, margin, email costs, and deliverability indicators. Choose the primary outcome before you launch. If the audience supports it, compare randomly assigned treatment and holdout groups over a pre-agreed window.
Further reading
Put it in the context of your store.
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