Don’t be afraid to personally reach out. A 5-minute call or a personalized email to a lapsed customer can do what no automated funnel will and show that you actually care.

Contrarian email tip: occasionally send an email with zero sales pitch. Share a story or insight with no ask. Build goodwill, so when you do sell, they know you’re not always grabbing for their wallet.

Your martech stack isn’t a silver bullet. Ten tools won’t save a boring message. Simpler can be better if you nail the message-to-market fit.

If every text you send is “Act Now!”, eventually the only action will be “STOP.” Urgency is a spice, not the main course. Use it wisely.

Test big things, not just button colors. A/B test a completely different offer or a bold new email style. Swing for the fences on tests that matter, and skip the trivial stuff.

Don’t copy the glossy email design of a Fortune 500 and expect it to work for your scrappy DTC startup. Customers appreciate authenticity over polish more than you think.

If your email list isn’t growing, that’s a red flag. But don’t "fix" it by buying a list or doing a cheesy giveaway. Attract subscribers by being interesting and valuable, not by trickery.

Dirty secret: many “amazing” email campaigns succeed mostly because the audience was warmed up. In other words, nurture wins. Get your audience to love hearing from you, and even a simple email can crush it.

Founders, read your own emails. Seriously. If you wouldn’t read that email as a busy customer, why send it? Quality control starts with you.

Think of sender reputation like a credit score. Every spam complaint or mass delete is a ding. Protect your email reputation by not overloading or misleading your subscribers.

Re-engagement campaigns aren’t just about winning customers back; they’re also a signal to Gmail & Co. that you’re cleaning house. A polite “We miss you, still want to hear from us?” can lift overall deliverability.

A retention strategy based on hope (“I hope they come back…”) isn’t a strategy. Map out your post-purchase communications with as much care as your ad funnel.

How many first-time buyers never buy again? If you don’t know, find out. The second purchase is where real loyalty starts. Make that second sale a priority.

The first sale gets a customer; the second sale gets a relationship. Don’t pat yourself on the back after one purchase plan for the long game.

Here’s a hard truth: not all churn is bad. Some people just aren’t your customer. Accept it, learn from it, and focus on those who are a good fit.

Every subscriber is a person, not a metric. Write and plan like you’re talking to a human being, not an email list. Because on the other end of that screen, that’s exactly who’s reading.

If email is only making money during sales, email is not your channel. It is your coupon distributor.

Most founders think email is weak. In reality, their thinking is.

Email does not scale chaos. It scales systems. That is why it exposes bad businesses.

Email marketing has a 4,200% ROI. That's $42 for every $1 spent. If you're running an ecommerce brand and NOT investing in email — you're literally leaving money on the table. Stop overthinking. Start sending.