How to Create Email Flows That Actually Deliver, with Holly Payet

Most welcome flows and abandoned cart sequences get built the same way.

Open the email platform, pick a template, start writing. Holly Payet spent the last decade running email for brands like Disney and Shell, plus fast-growing startups in education and healthcare, before landing on why that order is backward.

In this session, Holly walks through B.U.I.L.D., the five-step framework she now runs on every flow before she ever opens an email platform.

It's the same process behind The Intentional Inbox, the consultancy she built two years ago around one idea: email should work for the business and the customer at the same time.

What's covered:

• How to identify the real goal of a flow, not just what it's supposed to say
• Why user context should shape every email in the sequence
• The intent mistake that quietly kills flow performance
• How to plan for both the happy customer and the one who isn't
• When and what to send, worked out before you write a single line of copy
• The full B.U.I.L.D framework, so you can run it on every flow after this