Why Your Email Campaigns Are Underperforming

Hey, it's Jordan from the Email Intel Newsletter.

Let’s talk about why most DTC brands fail to hit their revenue targets with email marketing.

If you’re seeing only marginal gains (or worse, a flat line) on your email revenue, it’s probably because you’ve been doing things the same way for too long – or never took the time to learn the fundamentals.

This usually results in low open rates, disengaged subscribers, and that sinking feeling of watching competitors pull ahead while your emails land in the promotions tab (or worse, spam).

The fact is, it’s a crowded inbox out there.

After working with dozens of DTC brands over the years, here’s what I’ve learned are the main issues holding email revenue back.

→ If you’re blasting the same message to everyone all the time, it’s over

→ If your emails look like a sales pitch all the time instead of adding value, it’s over

→ If you’re only relying on discounts to drive sales without a clear content strategy, it’s over

→ If your welcome flow doesn’t set the stage and build excitement, you’ll lose the initial sale

So, what can you do to turn this around?

1. Start segmenting your list like a pro.

This isn’t just about separating buyers from non-buyers – it’s about creating meaningful groups.

Think VIPs, repeat customers, and even those who only clicked your last campaign but didn’t purchase.

Each of these groups has different needs, and when you speak directly to them, you’ll see sales go up and unsubscribes go down.

2. Stop focusing only on sales and focus on story.

Your brand story, your product’s journey, or even a customer testimonial – these are the things that make subscribers feel connected.

If every email is just another discount, you’ll condition people to only pay attention when there’s a sale AND you’ll miss out on building a relationship with them.

Both of which will kill your margins long-term.

3. Craft an irresistible welcome flow.

The welcome flow is like your first date with a subscriber.

If it doesn’t stand out, don’t expect a second chance.

Take the opportunity to showcase what makes your brand different, give value, and set expectations.

Treat it as an onboarding journey, not just a one-off message to send them a discount.

4. Own your expertise.

If you’re truly proud of your product and the brand experience, let it show.

Too many brands send out emails because “they have to.”

But if you genuinely believe in your product, then your tone, your energy, and your copy will reflect that.

Abandon the mindset of churning out emails to check a box.

Take the time to craft each message and ensure it resonates.

Over time, as you make these adjustments, you’ll build a loyal, engaged list that’s primed for sales.

Remember

Your list isn’t just a number – it’s your community. And it’s your brand’s biggest asset.

Treat it that way, and you’ll see the results.

Cheers,

Jordan

PS - If you run a DTC brand and want to have a 15 minute strategy session with me, book a call here »