[{"data":1,"prerenderedAt":79},["ShallowReactive",2],{"article-replenishment-flows":3},{"id":4,"title":5,"body":6,"category":60,"cover":54,"description":61,"draft":62,"extension":63,"meta":64,"navigation":65,"ogImage":66,"path":67,"publishedAt":68,"readingTime":69,"seo":70,"seoDescription":71,"seoTitle":72,"stem":73,"tags":74,"updatedAt":66,"__hash__":78},"articles\u002Farticles\u002Freplenishment-flows.md","How I Approach Replenishment Flows",{"type":7,"value":8,"toc":53},"minimark",[9,13,18,21,24,27,31,34,37,41,44,47],[10,11,12],"p",{},"The replenishment flow is one of the most underrated automations in ecommerce. When it works, it is remarkably reliable. When it fails, the reason is almost always the same: someone set a fixed delay once and never thought about it again.",[14,15,17],"h2",{"id":16},"the-timing-problem","The timing problem",[10,19,20],{},"Most replenishment setups use a flat delay — thirty days after purchase, send the email. This works as a starting point and produces mediocre results forever.",[10,22,23],{},"The issue is that products run out at different rates for different customers. A 30-serving tub runs out faster for someone who trains daily than for someone who trains twice a week. Different pack sizes have different windows. A customer who bought two units should not receive the same timing as someone who bought one. Treating them identically is the default, not the correct approach.",[10,25,26],{},"When I build this flow, I build timing logic into it rather than a flat delay. The specific mechanics depend on the products and the platform. The principle is the same: timing should reflect how that customer is likely using that product.",[14,28,30],{"id":29},"the-discount-question","The discount question",[10,32,33],{},"I do not put a discount in the first replenishment email. A customer who is about to run out of a product they use regularly does not need one — they need a well-timed reminder. The discount, if I use one, goes in a follow-up to the segment that did not respond to the first email.",[10,35,36],{},"This is a small decision that has a meaningful impact on margin over time.",[14,38,40],{"id":39},"the-step-most-stores-skip","The step most stores skip",[10,42,43],{},"Identifying which products are actually eligible. Replenishment only works for consumables with a predictable usage cycle — supplements, skincare, food, cleaning products. Getting that list right before building the flow is more valuable than optimising the email copy.",[45,46],"hr",{},[10,48,49],{},[50,51,52],"em",{},"Vít Sláma works with ecommerce brands on email marketing, frontend development and automation. Based in the Czech Republic.",{"title":54,"searchDepth":55,"depth":55,"links":56},"",2,[57,58,59],{"id":16,"depth":55,"text":17},{"id":29,"depth":55,"text":30},{"id":39,"depth":55,"text":40},"Email marketing","The most reliably profitable automation in ecommerce email is also the most frequently set up wrong.",false,"md",{},true,null,"\u002Farticles\u002Freplenishment-flows","2024-07-10",4,{"title":5,"description":61},"Why most replenishment flows underperform and how I approach building them.","How I Approach Replenishment Flows — Vít Sláma","articles\u002Freplenishment-flows",[75,76,77],"Replenishment","Email automation","Retention","WHyY8gvY0RQk3PMk-7qrC0AsHqWjObJX8D-qWfsANG0",1786288248487]