Smart Email Automations Every Brand Needs – interview with Greg Zakowicz

Most marketers say they personalize their emails. Few actually do it in a way that impacts revenue. In our recent episode of the Osom to Know podcast, we spoke with Greg Zakowicz about today’s world of an email automation.

Greg is a seasoned eCommerce marketing strategist with over 15 years of experience helping online retailers and agencies optimize their revenue through automation, segmentation, and behavior-based messaging. During our conversation, Greg shared real-world observations from hundreds of client accounts – revealing which tactics consistently drive retention and where most brands get stuck.

Email still converts – but only if your flows align with where your customers are in their decision-making journey. Greg emphasizes that email remains one of the highest-ROI channels available today, especially when paired with smart segmentation and behavior-based automation. Despite its potential, most DTC brands and agencies are still underutilizing it – relying on outdated templates and volume-based tactics instead of intent-driven communication.

Email Isn’t Dead. But Lazy Automation Might Be.

Greg didn’t mince words: many brands still treat email like it’s 2012. One-size-fits-all flows, irrelevant offers, and missed timing cost you more than clicks – they cost you customer trust.

Smart email automation isn’t about frequency; it’s about relevance.

That person on your website is going to spend the money. It’s just a matter of where they’re spending it – you or someone else. Are your messages aligned with what each user is trying to do at that moment?

Segmentation Doesn’t Need to Be Fancy – It Just Needs to Exist

One of Greg’s simplest takeaways was also the most impactful: split your list into customers and non-customers, then build from there. This basic segmentation unlocks better messaging logic across every automation – from welcome flows to winbacks.

Yet many teams still overlook it in favor of splashier tactics. If your brand is seeing low open or click-through rates, the problem might not be your subject line – it could be your list hygiene and structure.

The 4 Flows You Must Nail Before You Scale

Greg recommends launching and optimizing – these three sequences as non-negotiables:

• Welcome Flow: Make it about brand identity, not discounts. First impressions matter.
• Browse Abandonment: These are curiosity-driven shoppers. Nurture, don’t pressure.
• Cart Recovery: “Close to cash” leads need urgency – but also empathy. Focus on clarity, not cleverness.
• Post-Purchase Series: Often overlooked, this is where real retention begins.

Greg emphasizes that treating buyers like buyers – not prospects – creates a longer customer lifetime value.

If you’re missing any of these, you’re almost certainly leaving revenue on the table.

It’s a chance to reinforce trust, set expectations, and offer meaningful follow-up, not just cross-sells.

Value Is the Real Variable – Not Price

In a world of post-COVID inflation, buyer behavior is changing fast. People aren’t just looking for cheaper – they’re looking for worth it.

Brands that position value as part of the product win long-term trust.

This is especially true heading into Q4. Whether you’re B2C or B2B, the purchasing mindset is consolidating – buyers are spending more with fewer vendors.

Creative + Context = Performance Email

Greg pointed out that top-performing brands test subject lines like landing pages and design emails with the same energy they bring to ad campaigns. That means moving beyond just visual polish – and into true behavioral alignment.

Great email doesn’t just “look good.” It reads like it was meant for the person receiving it.

If you’re still running default Klaviyo or Mailchimp templates with no lifecycle logic, it’s time for a rethink.

Whether you’re running an agency, scaling a DTC brand, or building out a new WooCommerce store, now is the time to invest in email that works smarter, not harder.

Full episode with Greg Zakowicz

Want to hear the full conversation with Greg Zakowicz? Check out the latest 🎙️ Osom to Know podcast.

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