What Happens When Email Isn’t Promo-Dependent

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 converting even when discount pressure was removed

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.

How to Build Email Revenue That Doesn’t Depend on Discounts

1) Align segmentation with buying intent

Discount dependency often masks a deeper issue: broad messaging.

When everyone gets the same push, promotions become the easiest lever.

Stronger systems segment based on:

• Stage of awareness

• Purchase history

• Engagement behavior

• Product interest

The more relevant the message, the less incentive you need.

2) Make flows carry meaningful revenue

If automated flows only convert when incentives are added, campaigns will always need to compensate.

Strong email systems generate revenue from:

• Welcome sequences that build conviction

• Abandoned flows that handle objections

• Post-purchase flows that reinforce value

When flows carry weight, campaigns stop carrying pressure.

3) Shift from urgency-driven selling to conviction-driven selling

If every campaign relies on countdowns and codes, customers learn to wait.

Email should move buyers because:

• The positioning is clear

• The value is differentiated

• Objections are handled directly

• The product feels worth full price

Urgency should amplify demand, not create it.

This link takes you to my LinkedIn page.

What Email Looks Like Without Promo Pressure

*Certain details have been blurred to respect client confidentiality

Different industries, same principle. Email should sell because it’s clear, not because it’s discounted.

Why Partner with Me?

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

That’s intentional.

Most email issues don’t come from a lack of tactics.
They come from structural patterns that only become visible when you step back and look at how everything fits together.

I work with a small number of eCommerce brands so I can understand:

• 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 build a system that performs with less pressure over time.

A Calm Next Step

If you're thinking long-term about margin and stability, the first step isn’t another campaign.

It’s perspective.

If you’d like a second set of eyes on your email strategy, reach out.

Email or LinkedIn, either works.

I’ll respond personally.

This link takes you to my LinkedIn page.

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.

Today, 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.

Hey, I'm Bryan