What do you fix when your email program has a 0.25% click-through rate and deliverability isn’t the problem?
This week, Jordan breaks down a pattern he sees across larger DTC brands: daily campaigns, oversized automated flow systems, low engagement, and plenty of attributed revenue that makes the program look healthier than it really is.
He walks through how to find your real click-through rate, strip out bot activity, identify which flow messages are actually generating revenue, and figure out where relevance can still create meaningful lift. Jordan also explains why attributed revenue rewards brands for sending more email, even when those sends may have little incremental impact.
Then he gets into the fix: build a true control group, simplify bloated flow systems, concentrate automated messaging around high-intent windows, reduce broad campaign frequency, and measure whether email is actually increasing customer spend across channels.
Key Timestamps:
01:23 The 0.25% CTR problem
03:20 How to find your real click-through rate
05:13 The 80/20 test for bloated flow systems
07:09 How to rule out deliverability as the problem
09:33 Finding the audience where relevance matters most
13:24 Why attributed revenue rewards sending more email
15:51 Building a control group to measure incremental lift
20:10 How to simplify flows and reduce campaign volume
Work with Pilothouse: https://www.pilothouse.co/get-in-touch?utm_source=dtc&utm_medium=podcast&utm_content=e&rPodcast
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Listen to DTC Podcast: https://podcasters.spotify.com/pod/show/dtcpodcast
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