Cut flow count by half and grew lifecycle revenue by 34%.

The problem

Forty-one flows had accumulated over three years, most built by different people responding to different quarterly priorities. Several sent to overlapping audiences on the same day. Nobody could say which flow drove which revenue because none of them had holdouts.

What the inventory showed

• 9 flows had not been edited in over 18 months and still sent daily.
• The top 3 flows produced 78% of lifecycle revenue; the remaining 38 produced the noise.
• The most engaged 5% of the list received an average of 11 messages per week.
• Unsubscribes concentrated in the 48 hours after a customer entered three flows at once.

What we built

• Global frequency caps and a suppression hierarchy applied before any new build.
• Six programs: welcome, post-purchase, replenishment, browse and cart recovery, winback, VIP.
• A holdout group on every program so revenue claims are testable.
• A single Looker Studio view the client reads instead of five platform dashboards.

The result

Sending less made more money. Lifecycle revenue grew 34% while total message volume fell by roughly a third, and unsubscribe rate dropped by more than half.

"We deleted more than we built and revenue went up. That was uncomfortable and completely correct."– Ecommerce Director, Dekiska