Can sending more emails reduce your email marketing revenue? Pilothouse’s Jordan Gordon shares a client case study where cutting email volume by roughly 75–80% accompanied stronger clicks, higher reported revenue, and improved inbox placement.
Jordan walks through campaign dashboards and GlockApps seed tests, showing what happened during an email rewarm and after sending volume increased again. He also examines Gmail’s “most relevant” sorting in the Promotions tab and explains why engagement, segmentation, and send frequency deserve closer attention.
In this episode:
- How Gmail’s Promotions tab can surface older messages
- What Jordan observed in emails from COS and Gentle Monster
- A client rewarm that lifted reported click-through rate from approximately 0.2% to 1.81%
- How clicks and revenue changed after a substantial reduction in email volume
- What GlockApps seed tests showed before and after the rewarm
- Why increasing volume again prompted another segmentation adjustment
- How to evaluate the experience your email program creates for subscribers
The case study reflects one brand’s results. Jordan discusses changes to promotional strategy, seasonal effects, and incomplete October reporting that affect the comparisons. GlockApps results describe placement across its seed addresses.
Chapters:
00:00 Introduction
01:23 Why inbox changes matter for email revenue
01:52 Gmail’s “most relevant” Promotions sorting
03:48 Examples from Jordan’s Gmail inbox
06:41 Gentle Monster’s sending frequency
08:37 Client case study: rewarming an email program
09:35 Click-through rates before and after the rewarm
10:35 Comparing email volume, real clicks, and revenue
13:55 Revenue results and promotional changes
15:54 GlockApps inbox placement results
16:25 Building an email program subscribers engage with
17:20 What happened as sending volume increased again
19:40 Tightening segmentation before Black Friday
20:39 Seasonal effects and reporting caveats
21:08 What this means for your email strategy
The World’s Best Email & Retention Podcast is part of the DTC Podcast Network and features insights from the Pilothouse email and customer retention team.
Learn more about Pilothouse:
https://pilothouse.co
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