Most e-commerce brands are so focused on chasing the latest algorithm that they forget one of the most powerful, reliable, and profitable marketing channels they already have access to.

Email.

Yep—old-school, underrated, still wildly effective email.

The ROI Doesn’t Lie

The average return on email marketing? $36 for every $1 spent. (Source: Benchmark Email)

Despite this, most brands are pouring time and money into social media—trying to go viral, grow followers, and beat the algorithm.

But here’s what many don’t realise until it’s too late:You don’t own your audience on social.

You’re renting attention. And the landlord (Instagram, Facebook, TikTok) changes the rules constantly.

Organic reach on Facebook is now sitting at 5%. Down from 16%. That’s brutal.

So you post.
Get a few likes.
Maybe a comment or two.
It feels like progress—but it rarely moves the needle.

Meanwhile, email is sitting there quietly outperforming every channel you’ve got.

Why Email Beats Social—Every Time

Let’s break down what makes email the most valuable tool in your marketing toolkit:

✅ You Own the Channel

With email, there’s no gatekeeper.

Once someone joins your list, you have direct access to their inbox. No algorithm throttling. No audience “boosting” fees.

It’s just you, your message, and the person on the other end.

✅ It’s Built for Personalisation

Segmentation actually works in email.

You can send one message to someone who just joined your list. A different one to someone who left items in their cart. Another to someone who hasn’t purchased in six months.

Try doing that with an Instagram post.

✅ It Sells While You Sleep

Email automation isn’t just convenient—it’s powerful.

• A welcome flow introduces your brand and builds trust
• A winback sequence revives old leads
• A cart recovery email reignites desire and closes the sale

Set them up once and they run in the background, generating revenue every day.

What We Build Inside Flowstate

When clients come to us, they’re usually sending the odd campaign here and there—and missing out on massive upside.

We don’t just write emails. We build strategic, scalable, conversion-optimised systems.

Here’s what that looks like:

  • Welcome Flows that grab attention and turn new subscribers into first-time buyers
  • Smart Nurture Journeys tailored to behaviour—clicks, views, purchases
  • Winback Campaigns that bring old contacts back to life
  • Cart Abandonment Flows that create desire instead of relying on guilt

Every flow is designed to meet the customer where they are in the buying journey—and nudge them toward the next step.

Want to Make Email Work for You? Start Here.

If you’re ready to take email seriously, here’s how to get started today:

1. Clean Your List

If someone hasn’t opened in the last 6 months, cut them. They’re hurting your deliverability, and they’re not coming back.

2. Send a Killer Welcome Series

Write a 3–5 email sequence that introduces your brand, shows social proof, and gives a reason to buy. Your welcome series is often the most opened emails you’ll ever send—don’t waste them.

3. Segment Fast

Ask one question at sign-up (e.g. “What are you most interested in?”). Use that data to personalise every email from the beginning.

4. Show Up Consistently

Inconsistent emails = unengaged list. Send weekly. At least.

5. Track What Actually Matters

Forget vanity metrics.
• Opens = directional
• Clicks = intent
• Purchases = success

Watch those numbers and optimise accordingly.

While Everyone Else Plays Algorithm Roulette...

You could be building an owned, high-converting, revenue-driving channel that pays off week after week.

Email still works. It just needs a smarter strategy behind it.

⚡ Want us to turn email into your #1 sales channel?

👉 [Learn more about State of Flow]

Let’s make your inbox your most profitable marketing asset.