Why Your Email Revenue is Stuck at 15% (and 3 Flows to Double It)
- 20 hours ago
- 4 min read
If your email marketing feels like a hamster wheel - lots of effort, but barely moving the needle on revenue - you’re not alone. Many e-commerce brands hit a frustrating plateau where email revenue stubbornly clings to around 15%. You’re sending emails, sure, but the cash register isn’t ringing any louder. What gives?
Here’s the brutal truth: most brands are stuck with just a basic Welcome Flow. That’s like trying to win a marathon with only one shoe. To really increase email attributed revenue, you need more than just a welcome mat. You need these three powerful email sequences that wake up your list, clean it up, and turn casual browsers into loyal buyers.
Let’s dive into why your email revenue is stuck and how these three flows can double it.
Why a Basic Welcome Flow Isn’t Enough
Welcome Flows are the email equivalent of a handshake - important, but not enough to build a relationship. Most brands set up a simple welcome series: a thank you, a discount code, maybe a product highlight. Then they sit back and wait for the magic to happen.
Spoiler alert: it rarely does.
Here’s why:
Limited touchpoints: One flow means you’re only engaging new subscribers. What about the people who visit your site but don’t sign up? Or those who signed up years ago and never bought?
No segmentation: A single flow treats everyone the same. But your audience isn’t one-size-fits-all. Different shoppers have different needs and behaviours.
List fatigue: Sending the same emails to everyone leads to disengagement. Your deliverability drops, and your emails land in spam folders.
If you want to break past that 5% revenue ceiling, you need to get strategic with your flows.
The 3 Game-Changing Flows: What They Are and Why They Work
Think of these flows as your secret weapon to supercharge your email marketing. They’re designed to target specific segments of your audience with tailored messages that drive action.
1. Browse Abandonment Flow
Ever notice how people browse your site, add items to their cart, then vanish into thin air? The Browse Abandonment flow is your chance to gently nudge those window shoppers back.
How it works: When someone views a product but doesn’t buy or add it to their cart, this flow triggers a timely email reminding them of what caught their eye.
Why it works: It taps into fresh interest. The product is still top of mind, and a well-crafted email can tip the scales.
Pro tip: Include product images, customer reviews, and a subtle call to action. Avoid being pushy - think helpful, not desperate.
2. VIP/Loyalty Flow
Your best customers deserve more than a generic “thank you.” The VIP/Loyalty flow rewards repeat buyers and turns them into brand advocates.
How it works: Identify your top spenders or frequent buyers and send them exclusive offers, early access, or loyalty perks.
Why it works: People love feeling special. This flow builds emotional connection and encourages more purchases.
Pro tip: Use personalised content and celebrate milestones like anniversaries or birthdays.
3. Sunset Unengaged Flow
Not everyone on your list is actively interested. The Sunset Unengaged flow helps you clean house by re-engaging or removing inactive subscribers.
How it works: After a period of inactivity, send a re-engagement email asking if they still want to hear from you. If they don’t respond, it’s time to say goodbye.
Why it works: A clean list improves deliverability and engagement rates. Plus, it saves you money by not emailing uninterested contacts.
Pro tip: Make the re-engagement email fun and lighthearted. Offer a last chance discount or ask for feedback.
How to Implement These Flows in Your Ecommerce Email Marketing Strategy
Setting up these flows might sound technical, but with platforms like Klaviyo, it’s easier than you think. Here’s a step-by-step guide to get you started:
Map your customer journey: Understand the key touchpoints where you can engage customers - browsing, buying, loyalty, and inactivity.
Segment your audience: Use data to create segments for browsers, VIPs, and unengaged subscribers.
Create tailored content: Write emails that speak directly to each segment’s needs and behaviours.
Set up triggers and timing: Automate flows to send emails at the right moment - immediately after browsing, after a purchase, or after inactivity.
Test and optimise: Monitor open rates, click-throughs, and revenue. Tweak subject lines, copy, and timing to improve results.
Remember, the goal is to make your emails feel like helpful conversations, not annoying interruptions.
Real Results from Real Brands
Let me share a quick story. One DTC brand we worked with was stuck at 15% email revenue despite sending weekly newsletters and a welcome series. We introduced the 3 flows:
The Browse Abandonment flow brought back 12% of lost browsers within the first month.
The VIP flow increased repeat purchases by 20%.
The Sunset flow cleaned up 15% of the list, boosting deliverability and open rates.
Within three months, their email revenue doubled. No magic tricks, just smart flows and relevant content. Read more of our case studies here - https://www.letterbox.media/email-marketing-case-studies
Why You Need to Start Today
If your email revenue is stuck at 15%, it’s not because email marketing doesn’t work. It’s because you’re not using it to its full potential. The Espresso Shot flows are your caffeine boost - quick, effective, and designed to wake up your list.
By adding Browse Abandonment, VIP/Loyalty, and Sunset Unengaged flows, you’ll:
Engage more customers at the right moments
Build stronger relationships with your best buyers
Keep your list healthy and your emails landing in inboxes
If you want to supercharge your growth and turn website visitors into loyal customers, these flows are non-negotiable.
Ready to shake up your ecommerce email marketing strategy? It’s time to stop “doing” email and start winning with it.
If you want to learn more about how to implement these flows and other smart email marketing tactics, get in touch with us today!
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