1. Country Tagging Overhaul

This brand operates across multiple European markets, where different languages are spoken. Their automated emails are split by language to ensure relevance in each region. That being said, their flows relied heavily on accurate profile tagging to determine which version of each email a subscriber should receive. After digging into the account, it became clear that thousands of profiles were either missing country data entirely or had inconsistent tags - meaning subscribers were often being filtered out of flows altogether or receiving the wrong language version.

Cleaning up the tagging was the first and most critical step to getting their segmentation, flow logic, and deliverability back on track.

To resolve this, I:

• Exported and enriched untagged profiles with inferred country data

• Re-uploaded them to populate the Country profile property

• Built a fallback profile-tagging flow to assign country based on language or site source

This cleaned up their backend and allowed for reliable segmentation moving forward.

2. Welcome Flow Strategy by Product Interest

Their (currently inactive) sign-up form asks users to self-select their primary health interest (e.g. weight loss, joint pain). I helped shape a new welcome flow that:

• Fixes triggering issues so all opt-ins are captured

• Uses conditional splits or dynamic blocks to tailor content based on declared interest

For example, subscribers interested in weight loss will receive education around weight management, while those with joint pain will receive mobility-focused tips - ensuring relevance from day one.

3. Flow Logic Audit

Beyond the welcome series, I audited their existing flows and flagged broken filters, incorrect logic, and areas for fallback logic. This included:

• Reviewing flow filters and implementing conditional logic

• Replacing rigid flow filters with dynamic logic in the abandoned checkout flow so profiles exit if they purchase

• Planning future maintenance routines and checks

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4. Next Steps: Abandoned Cart & Segmentation Strategy

As tagging was the root cause of most sending and segmentation issues, we agreed to hold off on building campaign calendars or cart flows until the backend was stable. Recommendations for next phases included:

• A new abandoned cart flow to layer in with the improved logic

• New segments based on:

  • Declared interests from form responses

  • Recent site activity (e.g. Viewed Product)

  • Email engagement (e.g. Clicked in last 30 days)

• A rolling “Country Not Set” segment to track tagging accuracy over time

• Quarterly flow and tagging audits to keep the system healthy