How To Make Your Flows Actually Convert?

Hi there,

Most brands look at a flow that isn't converting and immediately ask the wrong question.

"Should we redesign it? Should we test a new subject line? Should we add a discount?"

The real question is simpler and more uncomfortable than any of those:

What objections are your customers having, and are your emails actually addressing them?

This is the core problem with most email flows, and honestly, the reason so many brands feel stuck even when they have all the "right" flows installed.

The Template Problem

When you use a Klaviyo template, or copy a flow structure from a YouTube tutorial, you're essentially borrowing a solution that was built for a different brand, a different product, and a different customer.

Templates are built around format. Bold headline, product image, a few bullet points, a big CTA button. Repeat for three emails, add a discount at the end, done.

But here's the thing: your customer doesn't have a generic objection. They have a specific one. And until your emails speak directly to what's stopping them, you're just sending noise with nice formatting.

The brands that consistently convert through flows aren't the ones with the best-looking emails.

They're the ones that understand what their customer is thinking at each specific moment in the journey, and write to that.

So let's go through the major flows and break down the real objections happening at each stage, and more importantly, how to address them properly.

1. The Welcome Flow

The welcome flow is where a stranger decides whether to become a customer. They've shown interest but they don't trust you yet. Most welcome flows just deliver a discount and show bestsellers, which completely ignores why most people don't buy from a new brand.

Objections:

• "Is this brand actually legit?"

• "Do their products really work, or is it all marketing?"

• "Why should I choose this over something I already know?"

• "I don't fully understand what this product does"

• "I'm not sure this is right for me specifically"

Email content to handle them:

• Brand story email: who you are, why you started, what you stand for

• Social proof email: specific testimonials with real outcomes, not just star ratings

• "Who this is for" email: describe your ideal customer so they self-identify

• Product education email: how it works, what makes it different, what to expect

• FAQ or myth-busting email: address the most common concerns before they become reasons not to buy

• Founder plain-text email: personal, human, builds connection before the sale2. The Cart Abandonment Flow

The Cart Abandonment Flow

Someone added your product to their cart and didn't buy. They already made a decision, the decision not to buy, at least right now. Sending a generic reminder doesn't change that decision. Addressing the reason they left does.

Objections:

• "Is the price actually worth it?"

• "What if it doesn't work for me specifically?"

• "I'm not confident in the quality"

• "What if I regret it or can't return it?"

• "I want to check other options first"

• "I just got distracted and forgot"

Email content to handle them:

• Value reframe email: cost-per-use, what it replaces, what the outcome is worth

• Social proof from similar customers: reviews from people with the same concern or situation

• Product deep dive email: materials, quality, how it's made, what goes into it

• Risk removal email: return policy, guarantee, customer support availability

• Comparison email: why customers chose you over the alternative they were considering

• Simple reminder email (Email 1): no hard sell, just a clean link back with the product image

The Post-Purchase Flow

Most brands treat post-purchase as a formality. Order confirmed. Shipping update. Review request. Done. But the period between purchase and a customer's first positive experience is where retention is built or lost. Silence after a sale creates doubt, and doubt creates refunds and churn.

Objections:

• "Did I make the right decision?"

• "How do I actually use this properly?"

• "What if it doesn't work for me?"

• "I haven't heard from them since the confirmation"

• "I'm not sure what to expect or when"

Email content to handle them:

• Founder thank you email: warm, personal, reinforces the decision positively

• Pre-fulfilment upsell: "add this before we ship" while excitement is high

• "While you wait" email: push Instagram, app, blog, community to build brand connection

• How to use it / what to expect email: step by step, common mistakes, timeline for results

• Founder check-in plain-text (day 7–10 after delivery): "how's it going?" with a reply CTA

• Review request with cross-sell: timed properly after they've experienced the product

Stop Using Templates. Start Solving Objections.

Every flow has one thing in common, it converts better when the emails are written around a specific customer thought rather than a generic marketing template.

Before you redesign anything or add another discount, go through each flow and ask one question for every email: "What objection does this email handle?"

If the answer is "none of it, it just shows products", that's where the revenue is hiding.

If you read until the end, thank you. It genuinely means a lot.

Hit reply and let me know what you thought. Was this useful? Is there something you want me to go deeper on? What topic do you want to see in the next issue?

I read every reply personally and every piece of feedback shapes what I write next.

Work with us

If you are a brand doing over $50K per month and want to scale your email and SMS revenue, book a call with my team.

We audit your account, identify the gaps, and build the system that turns your email list into your most profitable channel.

Work with us

Our Digital Products

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Templates, frameworks, SOPs and playbooks built from working with 7 and 8-figure eCom brands.

Check it out by clicking here.

See you in the next one.

Andreas
Founder,
AJ Media