Edition #155

September 15th, 2026

Ok! I'm finally coming up for air, Reader. These last 3 weeks have been... a ride for sure.

From celebrating my nephew's 2nd birthday, hitting Ypsi Pride, grabbing good coffee & mediocre food w/several friends, going to Carowinds for the first time, and sooo much more, my traveling has finally came to a conclusion 🫡

A week later than I had originally intended 😅 Which means I'm a wee bit behind on some of my internal marketing tasks.

(per usual, I ALWAYS prioritize client work when I'm "out of office", so no balls were dropped there!)

But 😮‍💨😮‍💨😮‍💨 felt a little overwhelmed opening my laptop this morning to get back into the swing of things.

Especially once my power went out midday like OOOKKAAAAYYY DUKE.

If you're gonna charge me $50-60/mo in JUST "rider adjustments" (aka to cover the cost of business for them that most companies legally cannot pass onto the consumer 🙄), then I should, at a bare minimum, have wifi when I need it!!

But I digress (even if I am a bit salty. I showed up to a coffee shop/bar combo 5 mins after the coffee side closed just so I could write this).

Anyywhoooo, that's enough catching up for now. The rest you'll see this week on the 'gram 😉

Day 3 of Breaking Down Flows - an email-exclusive series where I tell you why each flow matters, what to include in it, and share swipeable examples for inspo!

​(the first day is here!)​

So far, we've covered your welcome flow, your abandoned checkout and your sunset flow.

Aka the bare minimum flows all e-commerce brands should worry about putting in place first.

Starting this week, we'll be moving onto the next tier: Standard Flows.

Now we're moving onto the next one: Your abandoned cart flow!

"Wait, didn't we already cover this one, Aireanna?"

Nope! We covered abandoned checkout -- which is 1 step further in the customer journey experience.

This flow is triggered by someone who starts their cart and then leaves. They didn't make it to checkout yet, but they also showed more interest/intent than a simple browser.

The goal is to gain their interest back and help them finish their order without acting like a used car salesman tryna shove hidden fees down their throat.

This flow:

1. Reminds them what they left behind & the value, lifestyle improvement, identity shift, or whatever intrinsic desire your product helps them achieve.
2. Nudges them to return to their cart and take your relationship to the next step (aka complete the purchase).
3. Provides social proof for reassurance they're making the right/best purchasing decision for them
4. Optional: Provides a small incentive if they finish their order in the next 24 hours (like free shipping, a small discount, or even a small GWP!)

What to include in your abandoned cart flow:

Same as the aban checkout, your aban cart should have~2-3 emails.

1. The initial nudge + a dyanmic block that shows what they left behind (visual cues are important! not all ESPs have this feature! but Klaviyo does and it's sooo easy to set up)
2. The unique selling point reminder and/OR social proof. Something that reminds them why they love you in the first place without saying, "buy from me pls"
3. The final nudge. This is where if you ~want~ to include an incentive, you can! Personally, I love when these are cheeky or even acknowlege, "hey, this is the last email reminder about your XYZ products left behind"

Yes, these are the same content directions as aban checkout. It's the MESSAGING that's going to change. You'll talk differently to these two audience types because one is a warm lead & the other is a hot lead (aka one has expressed more interest).

Swipe these for inspo:

1. ​Initial Nudge​
2. ​USPs or Social Proof​
3. ​Final Nudge​

If you'd like MORE examples, reply to this email & lmk!

Stay tuned! Because we'll be breaking down a new flow each week until we run out of flows to talk about 🤓

And if you need your flows set up NOW because the holidays are coming...

i know a girl who can help

📚 Currently reading... Brain Damage was sooo much better than The Tenant (both by Freida Mcfadden!). It was a bit predicable compared to some of her other books, but it was such an easy read. I devoured it & even tho I knew the "who done it" answer immediately, it was the specific details & before/after POV that had me sat.

🎶 Currently listening to... Tower of Dawn - I'M STILL SO BORED WITH THIS AUDIOBOOK!!! And as a result, still have 3ish hours left to listen to 🫩 Idk if it's just because I'm not a fan of the characters in this book, if it's bc it's concurrent with the book before this one in the series, or what, but I am not having fun lol

💡 Currently recommending... Getting fun, cutesy, whimsical glasses to drink out of. I've been doing this for a while by drinking water from wine glasses, but lately I started collecting vintage-looking glasses, and ugh, it's the small things that really matter. I adore it.

😍 Currently obsessing over... Incense!! I used to hate them with my whole heart, but as my crystal journey begun last month, I've been getting into more intentional "woo woo" moments to help me slow down, and something about cleaning my apartment and then lighting up Palo Santo just feels... right.

And that's a wrap on that!

I have my first vendor market (Occult & Odditities Fest!) this Friday, so it'll be another heads-down, getting shit doooonnneee week over here 😎

I've got about a million and one things on my to-do list for today, so I gotta hop off to figure out which ones I'll realistically be able to get done before my brain checks out for the evening 🤪

Catch ya on the next wave,