As a growing tech brand, Luno had a lot to say — but their emails said too much, and not in the right way. Their flows were overly product-focused, with dense blocks of text and little emotional hook. Essential journeys like onboarding, abandoned cart, and post-purchase were either underdeveloped or missing entirely. The result? A lot of dropped carts and low engagement, especially from first-time customers unfamiliar with the product.