the truth about emails [not what you expect]

The Truth About Emails

Alright, let’s talk about email—the OG of digital marketing. I know, I know. Your mom says it’s dead. Your friends claim, “Nobody reads emails anymore.” And maybe you even feel like you’re annoying your customers if you send more than a couple of emails a week.

Here’s the truth: email isn’t just alive—it’s thriving. And if you’re not doubling down on it, you’re leaving money on the table. Let me break it down for you.

Email: The Time-Tested Cash Cow

While TikTok dances and Threads came and went (does anyone even check Threads anymore?), email has stood the test of time. It’s like the cockroach of digital marketing—impossible to kill.

Why? Because it’s the only marketing channel that puts you directly in someone’s pocket without having to pay Zuck, Elon, or Google every time you want to talk to them. It’s your owned audience.

Here’s what the data says:

• Email ROI is bananas: For every $1 spent on email, you can expect an average return of $36. That’s a 3,600% ROI. Show me another channel that delivers like that.

• Email drives revenue: Shopify’s data shows email generates 4x more orders than social media on Black Friday/Cyber Monday. FOUR. TIMES.

• People do open emails: The average open rate for eCommerce brands is 21.33%, but with a little effort (and the right pop-ups), you can easily hit 30-40%.

You’re Not Sending Enough Emails

Most eCommerce brands send an email once a week, maybe twice. Guess what? That’s amateur hour. If you’re scared of annoying your audience, let me drop some truth bombs:

1. Most people won’t open your email. Sad, but true. On average, only 1 in 5 people will open your email. So if you’re sending one email a week, 80% of your list doesn’t even know you exist. Send more.

2. Your audience is more resilient than you think. You know what customers do when they get too many emails? They unsubscribe or ignore them. You know what they don’t do? Burn down your house. Take the risk.

3. Email frequency = revenue. A Klaviyo study found brands that email their list 6-8 times per month see 60% more revenue from email than brands that email 1-2 times per month.

The "Too Much Email" Myth

Imagine you’re a barista at Starbucks. A regular customer comes in every day, orders a latte, and leaves. One day, you ask them if they want to try the new mocha. The next day, you remind them of your loyalty program. The day after that, you mention your holiday drink specials.

Is that too much? No. That’s what running a business is all about.

Email is the same thing. You’re just presenting your customers with value and opportunities they might not know about yet. If you’re consistent and not obnoxious, you’ll build trust, not erode it.

Here’s What You Should Be Sending

You don’t need to reinvent the wheel. Here’s a quick cheat sheet of emails you should be sending regularly:

1. Promotional Emails: Flash sales, product launches, and bundles.

2. Educational Content: Why your product is the best, how to use it, or even adjacent lifestyle tips. (Sell face masks? Send skincare routines.)

3. Segmentation-Based Campaigns: Haven’t purchased in 90 days? Hit them with a "We miss you" discount.

4. Social Proof: Highlight your best reviews and customer stories.

5. Upsells and Cross-Sells: “You bought X; here’s why Y is perfect for you.”

Data Doesn't Lie

• Brands sending 2-3 emails a week outperform their competitors by 77% in email revenue. (Source: Klaviyo)

• 60% of people prefer to receive brand promotions via email compared to any other channel. (Source: Campaign Monitor)

• Abandoned cart emails alone recover 20% of lost revenue.

Let’s Wrap This Up

Here’s the deal: Email is the most undervalued and underutilized channel in eCommerce. It’s where your most profitable customers hang out.

Stop worrying about annoying your list. If they’re annoyed, they’ll unsubscribe, and that’s okay. What’s not okay is sitting on a goldmine and refusing to dig.

Start sending more emails. Test like a madman. Automate the boring stuff. And when you finally see your monthly revenue chart go vertical, you can DM me and say, “You were right.”

Now, go hit send.

-Parker Burr

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