What Stable Email Performance Looks Like

The number highlighted here isn’t meant to impress.

It represents 49.17% of total revenue coming from email without relying on discount-driven pushes.

What mattered more than the percentage was where the revenue came from.

In this case:

• Automated flows carried more revenue than campaigns

• Performance didn’t spike only during promos

• Email continued to convert even when pressure came off

This isn’t about sending more emails or finding better subject lines.

It’s what happens when the underlying structure is doing the work, not just the offers.

What The Silent Email Review Looks At

The review focuses on where email performance is being carried and where it’s being propped up by promotions. Specifically, I look at three things:

1) Where email revenue is actually coming from

Not just how much email makes, but what’s doing the work.

I look at:

• Campaigns vs automated flows

• How revenue behaves outside promotional periods

• Whether performance holds when pressure is reduced

This tells me whether email has real leverage or if results depend on constant pushes.

2) Whether flows can stand on their own

Most brands have flows.
Fewer have flows that actually carry weight.

I look at:

• Which flows generate revenue without discounts

• Where sequencing breaks down

• Whether flows support buying decisions, or just deliver information

If flows only convert during promos, that’s a structural signal, not a copy problem.

3) How discounts have shaped customer behavior

Discounts don’t just drive short-term sales.
They train customers what to respond to.

I look at:

• Differences between discount and non-discount messaging

• How urgency is being used to compensate for gaps

• Whether customers engage only when there’s an incentive

This reveals whether pressure has replaced leverage over time.

No call required.

Past Work & Sample Campaigns (Non-Promotional)

*Certain details have been blurred to respect client confidentiality

Why Partner with Me?

I don’t work with a large roster of clients at the same time.

That’s intentional.

Most email problems don’t come from a lack of tactics, they come from patterns that only show up when you slow down and look closely at how everything fits together.

I work with a small number of ecommerce brands so I can spend time understanding:

• Where email performance is being carried by structure

• Where it’s being propped up by promotions

• And what’s actually worth fixing first

The goal isn’t to “do more email.”

It’s to make email work with less pressure over time.

A Calm Next Step

If parts of this page felt familiar, you’re probably already sensing where email is being held together by pressure rather than structure.

A Silent Email Review is a way to step back and look at that clearly without jumping into more campaigns, more urgency, or more changes.

No call required.

I’ve spent the past few years working inside ecommerce email programs , writing campaigns, building flows, and supporting brands across different categories.

Over time, a pattern kept showing up.

Email didn’t stop working because teams lacked tactics. It stopped working because more and more pressure was required to get the same result.

-> Promotions became the lever.
-> Campaigns did the heavy lifting.
-> Flows existed, but didn’t always carry weight on their own.

That’s what led me to focus less on “writing more email”, and more on understanding how email performance is actually being produced.

In one case, email went on to drive 49.17% of total revenue, with automated flows outperforming campaigns outside promotional periods.

My role now is simple: help ecommerce teams step back, see what’s really happening inside their email program, and decide what’s actually worth fixing first.

Meet Bryan,