Babies don't stay newborns. Neither should the flows.

The problem

They sent the exact same emails to every customer regardless of the baby's age, even though a newborn, a baby who's sitting up and a crawling almost-walker all need completely different products. By month four, roughly half the list had stopped opening anything at all.

The gap

A huge share of "customers" were never the parent at all, but grandparents, aunts, and friends buying off a shared gift registry. They got a receipt and nothing else, because the brand had no way to tell a gift-giver apart from a parent, or to know how old any given baby actually was.

The fixes

• Baby's age, captured once: a simple due-date or birth-month question at checkout, so the brand always knows what stage this baby is actually in
• Stage flows, not one welcome series: a new email arrives right as the baby hits the next stage, showing the next thing they'll actually need, before the parent has to go looking for it
• Two different people, two different flows: gift-givers get a warm thank-you and a "here's what else this family might love", while parents get the stage-by-stage journey
• Registry follow-up: everyone who views a shared registry now gets a gentle nudge, not just a static wishlist page nobody follows up on

The result

Repeat purchase at the next baby stage nearly quadrupled. Registry views, which used to go nowhere, now drive 64% more revenue on their own. The list didn't get bigger. It just started getting emails that actually matched what was happening in each family's life.