50% of your sales from email marketing

"You should be getting 30-50% of your revenue from email marketing!"

Has an email marketing agency told you this? 👆

This is a sign you are dealing with a beginner.

The number sounds impressive.

But it's lacking nuance.

I can work with any brand today and get them 50% email attributed revenue fast.

Simply by "playing the game".

• Emailing the list every few days

• Blasting discounts

• Using an aggressive popup (less than 5 seconds)

• Over-sending automations

This will get us success in the very short term, but hurt long term.

We will see more ATTRIBUTED sales.

And Klaviyo will take credit for more revenue.

But ultimately, overall sales will not increase that much.

The problem with this:

• Emailing every day will burn your list

• Discounts will cheapen your brand and lifetime value

• Aggressive popups will damage conversion rates

This is exactly how many marketers operate.

It's not their fault, but there's a lot of bad strategies out there.

A good email marketer is no longer just an email marketer.

They understand Email, Ads, Conversion Rate and don't allow email to hurt other parts of the business.

They accept lower email attribution if it means higher overall store PROFIT.

They optimize popup timing to protect conversion rates.

They focus on profit, not just revenue.

They build your brand up instead of burning it down for quick wins e.g. discounts.

Before hiring an email marketer, ask them this:

"How do you balance email attribution with overall store performance?"

If they can't give you a clear answer about protecting your conversion rates and brand value, run.

Your business deserves better than inflated metrics and short-term thinking.

Talk soon, Daniel

P.S. If you want to implement the right email marketing practices go here.