The rest of the programme
Cart is where the money moves, so it gets its own page. These are the other five, in the order a customer meets them — including the two we cannot show you yet, and why.
01 · Welcome series
Triggered by list signup through the on-site popup, same identity cohort, no purchase intent signalled.
| Brand | Emails | First arrives | Signup offer | Span | Shape |
|---|---|---|---|---|---|
| Halden | 3 | 2m | 15% | 6 days | Offer → brand story → offer reminder |
| Verda Supply | 5 | 4m | 10% | 14 days | Offer → sourcing → founder note → bestsellers → expiry |
| Nordkraft | 4 | 1m | none | 11 days | Guide download → testing → routine builder → first-order 10% |
| Bloom & Boyd | 6 | 3m | 15% | 21 days | Offer → quiz → results → social → urgency → expiry |
Halden's welcome is the shortest in the set and front-loads its only offer at 15% — higher than anyone's opening signup offer. Nordkraft withholds a discount entirely for three emails and leads with a downloadable guide, converting on utility before price. Bloom & Boyd run six emails across three weeks with an interactive quiz in position two.
02 · Browse abandonment
Triggered by viewing a product page twice within a session and leaving without adding to cart. Requires onsite tracking to fire, which is why it is absent from every email archive on the market.
| Brand | Detected | Emails | First arrives | Offer |
|---|---|---|---|---|
| Halden | none detected | — | — | — |
| Verda Supply | yes | 2 | 3h 20m | none, then 10% at 48h |
| Nordkraft | none detected | — | — | — |
| Bloom & Boyd | yes | 1 | 5h 48m | none — product education only |
Halden runs no browse abandonment sequence. Two of three competitors do. This is the clearest structural absence in the programme — an entire trigger with no flow behind it, sitting upstream of the cart flow that is already Halden's weakest point.
04 · Checkout abandonment
Triggered by entering the checkout and providing an email address, then leaving before payment. Distinct from cart abandonment where the brand separates them.
| Brand | Separate from cart? | Emails | First arrives | Peak offer |
|---|---|---|---|---|
| Halden | yes | 2 | 1h 00m | 10% |
| Verda Supply | yes | 3 | 45m | 15% |
| Nordkraft | no — merged with cart | — | — | — |
| Bloom & Boyd | yes | 3 | 30m | 20% |
Halden's checkout sequence repeats the same BACK10 code used in the cart flow. Verda Supply and Bloom & Boyd both use codes unique to checkout, which lets them measure the two flows separately. Worth flagging: a shared code makes Halden's own attribution unreliable, independent of anything competitive.
05 · Post-purchase
A post-purchase sequence cannot be received without buying. This teardown was scoped with a single purchase, made from Verda Supply on 14 June (one unit, standard shipping, refunded 22 June). The other three brands' post-purchase flows are unobserved, not absent — we have no evidence either way and are not going to imply otherwise.
Adding the remaining three is quoted separately because each requires a real purchase at real cost.
The replenishment email lands at day 24 against a 30-day supply — six days before the customer runs out, and it converts a one-off buyer to subscription rather than to a repeat one-off. Halden's post-purchase is unobserved, so no comparison is offered here.
06 · Winback
A lapsed-customer sequence requires a purchase followed by a deliberate dormancy period, typically 60 to 90 days. Verda Supply's clock started on 22 June, when the purchased identity went silent. Nothing has arrived yet, which is itself uninformative — it is simply too early.
The other three brands have no winback observation started, since none has been purchased from. There is no way to compress this and we would rather show you an empty section with a date on it than fill it with inference.
Flow inventory, side by side
| Flow | Halden | Verda Supply | Nordkraft | Bloom & Boyd |
|---|---|---|---|---|
| Welcome series | 3 | 5 | 4 | 6 |
| Browse abandonment | none | 2 | none | 1 |
| Cart abandonment | 2 | 4 | 3 | 5 |
| Checkout abandonment | 2 | 3 | merged | 3 |
| Post-purchase | unobserved | 4 | unobserved | unobserved |
| Winback | pending | pending | not started | not started |
| Observed total | 7 | 18 | 7 | 15 |