When email revenue drops, most teams guess. This episode shows how to diagnose it systematically.
Jordan breaks down the two real drivers of email revenue decline: fewer emails sent and lower revenue per email sent — and walks through the exact hierarchy of metrics that explain what’s actually happening inside Klaviyo.
You’ll learn how to:
- Identify whether the problem is frequency, send size, segmentation, or list health
- Understand how segment mix and message mix impact revenue
- Separate real performance issues from attribution noise
- Evaluate inboxing, relevance, and engagement the right way
- Use Shopify, Klaviyo, and attribution models to determine whether purchase behavior actually changed
#EmailMarketing #Pilothouse #CustomerRetention #LifecycleMarketing #EmailAnalytics #Segmentation #MarketingAttribution #InboxDeliverability #EcommerceMarketing #DTC
00:00 — Introduction
01:00 — The only framework you need: emails sent vs revenue per email sent
03:12 — The real reasons email volume declines
05:33 — Segment mix: the silent lever behind performance
10:48 — Tune-out vs opt-out: what’s actually shrinking your list
15:40 — Why relevance and inboxing determine revenue per email
26:34 — Attribution reality: when revenue falls but growth improves
Work with Pilothouse: https://www.pilothouse.co/get-in-touch?utm_source=dtc&utm_medium=podcast&utm_content=e&rPodcast
Subscribe on YouTube: https://www.youtube.com/@DTCPodcast
Subscribe to DTC: https://www.directtoconsumer.co/
Listen to DTC Podcast: https://podcasters.spotify.com/pod/show/dtcpodcast
.svg)
.svg)
.svg)
.png)
.svg){kind=icon}
.svg)
.svg)
