If You Only Watch One Email Marketing Video, Make It This

0:0075% of the revenue that you see in everybody's email dashboards is a lie. Most of that revenue probably would have already happened without the emails even needing to be sent. I see this from almost every single brand that I audit. And I can say this because I've ran email for 300 plus 79 figure brands and generated over $250 [music] million from email in the process. And I see the same things on social media over and over again. Brands look at their email marketing revenue, think they have a great program, and never fix the things

0:23that are actually costing them money. Now, if you only watch one email marketing video this year, have it be [music] this one. I'm going to be walking through the three things that actually move the needle in 2026. [music] What most agencies get wrong in the playbook that brands like AG1 and Gruns have used to hit nine figures. Stick around for the end because this is the difference between brands that get stuck at seven figures and hit eight figures and scale to nine figures. Now, to hit on our first point here, I'm going to pull up this Clavio dashboard right here. Things look like they're going pretty well. There's 34% of

0:52revenue coming just from email and SMS is on another platform. So, this is just email and things seem to be going pretty well. One thing really interesting if you zoom in on the numbers is we can see our top performing email flows right here and the top three are the welcome flows in different revenues cuz this is a multi- language store. And this totals $105,000,

1:13nearly half of this attributed revenue. And if we actually click into the email flows, we can see that this one, the email number one generated $29,000. The next one generated $38,000. And the next one here generated $27,000. What this tells us is that nearly a third of all the email marketing revenue for this account is literally the first welcome email. And if I go to our custom analytics platform that we've built internally for just our clients, I can go to the email and SMS section, specifically go to the prospect funnel and see when somebody signs up to the

1:43email list, when do they actually buy? And we can see right here, this stat shows us the number of attributed sales. I'm going to change this time frame to the last 12 months right here. And we can see right here this funnel when somebody signs up to the email list, when do they convert? And just look at day zero. 80% of first purchases land on the same day as sign up. So what does this tell us? These are probably people

2:08who were already going to buy from ads. We just happen to get their email on the pop-up form and that welcome email is just delivering the offer and not really getting them to convert. Yes, there's going to be some incremental people who otherwise maybe wouldn't have bought, but it's actually a smaller amount than you think. What's true incremental revenue right here is if we hide day zero, these are the days where somebody left the website and they didn't buy on the same day, but we have their email

2:33and we're able to get them to convert. It's not nearly as much, but it is meaningful for brands. So, this is the true incremental stuff that you know somebody wouldn't have bought from ads because we've excluded day zero. So that's the first part on how your email revenue could be very very deceiving. That sort of summarizes my whole philosophy on how most agencies and brands run email. Most people are just converting people who probably would have already converted. However, email is just getting attributed to the sale and making the dashboards look sexy without looking at the stuff that actually moves the needle for the business. The other side of things is

3:07that Claio's attribution is very very generous. So we can see the general time frame is 5day opens, 5day clicks. Meaning if somebody opens an email and 4 days later they place an order, that email is going to get attributed with the sale. And so you can actually compare your model and look at your email marketing performance based on what attribution windows you want to look at. So right now this is what we

3:28have with our 5day opens, 5day clicks. But what if I wanted to look at zero day opens and I don't even want to look at opens and we're just doing one day click right here. I can see that our performance nearly drops in half. If we change this to just one day click attribution from €249,000

3:46to €145,000. So again, was it true incremental revenue, the people who are just buying a few days later after interacting with an email? It's hard to say. And I tell you this because you need to know your data and you need to know the nuances of what your email reporting actually is. Cuz if not, you're flying blind and you're making decisions on data that's

4:06not really telling you the full story. However, I've tested all the levers of email marketing for you and I found what are the efforts that truly deliver incremental results for brands. Net new revenue that wouldn't happen unless we had emails being sent. And there are three core levers that you can pull. And I'm not going to be talking about the basic sort of stuff like having your core flows set up. I'm going to say that's a given. You have welcome flow, side abandon, browse banned, card abandon, checkout abandon, post purchase, and win back flow. And all the emails are separated by one day. And you

4:35have multiple emails in all your flows. We're going to assume that what are the things that you can focus on in an email that will deliver true incremental revenue for you. Now, most brands are optimizing for just the completely wrong things that are a waste of time. They obsess over subject lines and having the prettiest designs out there. Now, one pixel can be off in their emails. Now, these things can provide marginal lifts, but the real revenue comes from these things that I'm going to outline. Now, real quick before I get into the next section of this video, I just want to show you guys WellTV. This is the

5:01retention analytics platform that I've kind of been showing throughout this video, but this is customuilt by my team, exclusive for our clients. It tracks absolutely everything as far as retention analytics, things like time between orders, cohort breakdowns, cohort LTVs, snapshots, our repeat purchase rate, where our customers land, whether they're new, active, at risk, returned, all the email and SMS analytics, and if you're a subscription brand, custom subscription analytics, and further insights. And even it has an AI chat where you can ask anything about your data and you will literally get a response from AI querying all your data and bringing you back accurate data polls. If you want to see this on your

5:35brand, click the link below and book a strategy call with the link below and we'll show you a bit about what the platform is and how we use it for you. And I show that platform because you need to be tracking what actually matters for your brand. Claio revenue screenshots are not what you should be optimizing for. It is the true impact that your campaigns have on repeat purchase rate, time between orders, and your LTV. And if you do not have something like this that you're tracking, then you 100% should be because you can see right here the repeat purchase customer rate right here. This is what you need to be

6:05optimizing for at all times. This time between orders view and cutting the time in which people place their second order with us. We need to be optimizing this at all times. This is going to cut our payback period. our cohort LTVs, new customers coming in, what are they worth at different months with us and how can we get our month six LTV higher. This is the truly impactful stuff because Clavio and email and SMS marketing is just a

6:28vehicle to improve those wider metrics. So, make sure that you are tracking those and optimizing for them. This is the difference between real retention marketing and just having an email execution team. And the first biggest lever that a brand can pull is their pop-up form email list growth. If you get more people into your funnel, you will make more money from email and you will get more conversions from people who otherwise weren't going to buy from you. In many cases, we were able to get this to 12%. That means 3x the amount of leads joining into the email list. And so, we took a bad form from very bad to

7:01good. But let's think about it. Only the warmest leads were opting into their prior form, that 4% opt-in form. Because a shitty form will still convert people who kind of are already going to buy whether you showed the form or not. That last four to 12% that took us from four to 12%, we just got the form so good that these are people who otherwise aren't buying on the spot and they weren't going to buy. But by increasing the pop-up form, we are able to get their information and send them emails to get them to convert. And so if we go to this brand in here again, you can see

7:32the days right here and how many people we are actually able to convert rather than maybe having them convert later on ads. We didn't have a dialed in pop-up form, then all we would get is this day zero. But this is true incremental revenue that we're able to tie back to email. We can also go into like email analytics here and see how many people

7:50are actually getting firsttime buyers. And these are email campaigns specifically. We can see what campaigns are driving first-time buyers, incremental revenue. So, I can order by first-time buyers. And again, these are people who already went through the welcome flow. So, these were people who did not just opt into the email list and buy the first day because they were already going to buy. This is true incremental revenue. So, this is what we like to look at our firsttime buyer revenue from email that doesn't come from day zero. This is the incremental stuff. All these people otherwise probably weren't going to be marketable from us from email without a proper and

8:24optimized pop-up form. That is why it is so important to have an absolutely dialed form. And so what type of form works the best in 2026 and how should you set it up? And by far what we see work the best is taking a form that's a basic asking for somebody's email and turning it into a quiz pop-up form, engaging with the customer first. Just like this, you say, "Hey, you've got this discount to claim it. Share what problem you're trying to solve. Ask somebody a question first before asking for email. Sounds counterintuitive, but you engage with the customer first and they engage at a higher rate. As you can

8:56see, all these different quiz pop-ups that you can run. Now, the best quiz pop-ups are going to be on Alia. Alia pop-ups. Here's their website. I recommend every brand uses them for their signup forms. I even use them for my website, and I can walk you through how to briefly build these. Now, you

9:10just follow Alia's template builder. It's super simple, but this is, for example, what I have. If you're an ecom brand, you would change 60page guide to then a 20% off discount or whatever you're giving away. In all the best performing forms, you don't ask for email first. There are all sorts of first steps that we could ask people. For example, you might have seen this scratch to reveal pop-up form before where you reveal the discount, you click claim, and then it goes to the next step. That's another one available on Alia. Another one is this Plinko game where people tap to drop a ball that then goes into the reward. Another one

9:41is a mystery box. Pick one to reveal your discount. all sorts of these methods. Just start with an engagement first before getting somebody's email. All these work great on Alia and it's how we're able to see the results that we do and get incremental extra people that otherwise we're just going to leave the website and never come back. So, you should be testing the hell out of your pop-up. A big mistake that I see with pop-ups is firing the form either right off the bat or having too far of a delay or using something like an exit intent

10:08trigger. All these have problems. They're going to misfire or they're not going to fire enough. Instead, I recommend every single form is just a two to six second time delay. It's enough time to where somebody has a quick look at the website without being barged with a form. And it's not too long to where we're not going to get that many people viewing the form. Yes, you could have a form that fires 30 seconds after somebody's been on the website. But how many people are really on the website for that long? So, there's a right balance. And I found 2 to 6 seconds is the best. And I don't

10:36like exit intent triggers because they misfire. And think about it on mobile. How can you predict if somebody is leaving? people don't have a cursor and your phone doesn't track your thumb if it's not touching the screen. So, a lot of times it misfires and it causes issues. So, just a two to six second delay. The next things that you should be testing first is going to be your format. So, everything that I showed you right there within Alia, test all those different ones and see what resonates best with your audience. Number two, and probably my favorite for having downstream effects is going to be your

11:03offer, which I'm going to talk about in a little bit. So, testing percent off versus dollar off versus bundling versus mystery discounts, whatever it is. Usually, there's one that absolutely crushes all the others and it can be a massive unlock. And then number three, we're going to go with copy and design. Things like the different imagery that you put on your pop-up and the different messaging and psychology you use. For example, say your offer is buy three get one free. I would test a plain popup, just super simple, and it just shows the offer versus one that's a little bit more designed and then shows the three

11:32items you buy and then the one free to help people visualize what the free item is. Maybe that one performs better. You can mess around with all that sort of stuff, but typically they aren't as big of impact compared to form type and then your offer. So, that's the order that I would go in and make sure you spend time on your pop-up form. And I would recommend having a new test roughly bi-weekly at the least because with a couple tweaks in your form and you can literally double to triple the amount of leads into your email list. That's what I call a big lever and that's why is the

11:58first lever I want to bring up. And the second lever that actually drives incremental revenue for your brand is offer testing. This is the play that almost no brand is running an email and almost no agency is ever doing. But it is by far the biggest lever that email can provide for a brand. It sounds stupid, but a simple offer can literally double to triple to quadruple your results. And not just your results, your contribution margin. This was an eight-part acquisition offer test that we ran for a client. And this brand was

12:28running this free gift offer for years. And so we tested the free gift versus all sorts of different offers and this was the final four. They all got the same pop-up form type, but all that changed was the offer copy and then the welcome email that they received with the offer. The free gift offer got a 3.3% placed order rate and only 500 people who entered. While $25 off the top offer had 3x the amount of people who join the email list and also 3x the placed order rate, resulting in a net of 6x in total performance on conversions just from testing a stupid pop-up form

13:00and welcome flow offer. But that's not the crazy part. The crazy part is the actual impact that this little test had on the business. Look at the impact this had on the actual business. Now, email revenue improved by 68% and total store revenue increased by 17%. Nearly $400,000 as a brand at their size. That's over $200,000 of improvement. And these attribution settings are not the 5day opens, 5day clicks. This is one day open, one day click attribution. So, it's not just cuz what we were also able to do is push this in our campaigns towards people. This is one of the most important levers that you could

13:36pull as a brand. And you should be doing this often within your ads and then also your pop-up form and then your welcome flow. But it should not just stop there at acquisition. Now this is really simple to set up in whatever platform you're in, whether it's Clavio or Omnisend or you're using Alia for your pop-up forms. So here is what a quiz pop-up form looks like within Clavio. I just have this step here. It has text right here and then you have different buttons with the action being show next step. And again, you can add this by just going to add step and then you can

14:06create a blank step and then add in buttons that then go to next step after asking the customer some sort of question. And so what you want to do to be able to then split by your different offers is I'm going to create multiple different forms just like this. And I'm going to give people different profile properties depending on the form that they submit. So say I had this 10% off pop-up form and I wanted to test doing $10 off. What I can do right here is go into this AB test section and then I can go click here and duplicate this to create a duplicated form. And all I'm

14:37going to do is I'm going to change the offer. So I'm on variation B right now. Let's say I wanted to test $10 off. I'd go through and make sure that every single step I have $10 off highlighted just like this. So I changed the copy across this. Now I need to add the profile property. So, if somebody submits this $10 off variation versus this 10% off variation, I want to mark them with whatever offer they signed up with so that I can then send them the proper email. So, on the $10 off one, all that I'm going to do is when somebody goes to this email step, it

15:08looks like I forgot this 10% off. Update you. I'm going to add a hidden field right here. And I'm going to create a property if I don't already have one called offer. You can create if it doesn't show up here. And for the value, I'm going to do dollar. You can type in dollar and then it's going to create the property of dollar because the person signed up with dollar off. And so if somebody submits this, they click this button, they're getting submitted here as offer dollar. And then if I go into the percent off one, what I'm going to do is on the button, I'm going to again

15:39add a profile property for when they submit it with offer set as percent. Just like this. And so when somebody puts in their email and they click this button, they are marked as the percent offer. And now we just need to deliver them the offer over email. And we're going to split the emails based on what their profile property is. Now, if you want my full email playbook and a community of over 250 plus people learning email and SMS from me, then click the second link in the description to join my school community. There's a full email course in there. There are tons of email templates. There's a

16:10custom Claudet skill file to help you strategize based on all the frameworks that I talked about in this video and create email campaigns for you. And there are two live calls every single week. If you want to learn more, then click the link in the description talking about the school community. So, I'm just going to go over to flows and I'm going to create a new flow. I'm just going to build my own flow up here and I'm going to say welcome offer. I'm going to create this and create the splits for you so you can see the infrastructure. So, since it's the pop-up form, the trigger for this flow

16:38is going to be somebody is added to our list. And let's say my pop-up form was sending to newsletter. I'm just going to do this for now. I'm just going to save this right here. And now somebody joins this list. they enter into this flow. I need to add the split based on offer. So, I'm going to drag in this conditional split right here. And I'm going to set the split as properties about someone. And for the property, I'm going to look up offer just like this because this is what we put in the pop-up form. And then I'm going to set the dimension value as dollar. And then

17:08I'm going to create another one and do the dimension value equals the percent off offer just like this. And so then what I'm going to do is I'm going to drag in my emails which I will then create to have the corresponding offer. So this is going to be my dollar off one. This is going to be my percent one. And then I'll probably just have a fallback email just in case somebody entered into this newsletter separately or for some other reason. Then boom, our

17:34percent offer is going to be right here. Dollar offer is going to be right here. Then we can analyze the results based on the placed order rates off of these emails. And that's exactly how we did this test for this brand. But you don't just want to stop at the welcome offer test. There's so many other offer tests that you can and should be doing. You have your abandonment flow offers. For example, for our abandonment flows, we find that the flat discount doesn't perform nearly as well as having a mystery discount in your cart. You can see that the mystery had a double in click rate from 3.2% to 6.7% for this

18:03brand and a 50% increase in placed order rate from 2.4 to 3.5%. So that would look something like this. You show exactly what's in somebody's cart and you're just like, "Hey, we've flipped a mystery discount in your cart. Use code mystery. Your access expires in 24 hours. For some reason, having a mystery discount in your cart is just super engaging because you're like, "Oo, what is the mystery?" And it's already in my cart. Let me go check it out. You want to test your post purchase offers as well. For example, testing percent off, dollar off, anything. As well as your win back offers, doing buy three get one

18:33free or some sort of subscription upsell, whatever it is. There are all sorts of parts in the customer journey that you need to test offers on. You cannot conversion rate optimize your way to a double in revenue by adjusting little pieces of copy or little pieces of design. You can't do that all the way to a 2x. But you can get a 2x with a simple offer test. That is why it is one of the biggest levers that you can pull in incremental levers that you can have as a brand. Now again, this is an example that we did for a client in the impact that we were able to drive for

19:01them at my company WellCopy. We've worked with 300 plus 7 to9 figure brands. We actively work with over 100 brands managing their email, SMS, and retention. We're the best in the game and we can manage absolutely everything for you. Creating all of your emails, doing all your analytics, running all these offer tests, everything. If that sounds interesting to you at all, then click the link in the bio. We'll set up a time to chat. And number three, finally, the next massive incremental lever that you can pull as a brand with your email marketing is your engaged list campaign sending volume. I found there is nothing more impactful for

19:32generating revenue as how much you send. If you only send one email campaign every single week, if you increase your email sends to three times per week, you're going to make a lot more revenue. And this is incremental revenue. Look at again, for example, the analytics here for each of these individual campaigns. First time revenue. These people, if we didn't have a fire pop-up form and we weren't sending it the frequency we were, we don't know if they ever would have bought again, if they ever would have bought from us. And then the returning customer revenue right here, we already paid cost per acquisition to acquire these people. So, this is very,

20:02very valuable money right here. And for this brand, we send literally daily. Now, take a look at this brand and the results. For example, on tight attribution settings and excluding subscription rebels. One of the big things that we did for this brand was increase their campaign volume to now in this month sending fourish to fiveish

20:18campaigns to their engaged email list. And campaign revenue jumped to $95,000, 71% of the email revenue. And of their new orders, that makes up roughly 40ish% of their total new store revenue. And if you look at the prior period, it was only $18,000 from campaigns. Frequency is king. In a world where it costs a ton of money on ads to be shown to people, email costs pennies. And so, if you can just show up in the most used media platform on the planet, which is email, consistently, then you're going to stay top of- mind and you are just going to catch people in the right place

20:52at the right time and they will buy from you. Just take a look at this brand for example, and how frequent we are sending for them. and keeping the segmentation pretty simple. And I really don't want you to get overwhelmed with these campaigns. Look at the revenue that we're able to generate for this brand on tight attribution settings with

21:07literally just this simple segmentation. We can see base newsletter, engaged list, base newsletter, engage list, engaged list. And you can see the frequency at which we're sending here. Now, we purposefully have the segmentation right now is set a little bit wide or else we'd shoot for 50% open rates. We're doing this on purpose right now. And you might be wondering, how can I send every single day? What content do I send? It's very simple. Just answer frequently asked questions about your product and educate on it. I have all sorts of other videos on it, so I won't talk about it too much, but we could

21:35look at, for example, everyday dose. They literally have one product at their store and they send emails every single day. So, for example, they just talk about this specific benefit of life is noisy, your coffee shouldn't be. It just talks about the formula behind the comm. Whereas, this one talks about the results people see in one week of using the product. And then this one is

21:54specifically calling out woman over 40. There are all sorts of different angles that you can do even if you only have one product at your store cuz again one of the biggest levers you can pull is just making sure you are showing up at the right frequency. The one thing to call out here is you want to make sure you've 3x the amount of people joining your list compared to unsubscribing. If you send more emails, you're going to get higher unsubscribe and that's completely okay. Just as long as you get 3x the amount of people joining compared to leaving. So, just make sure you're pulling consistent reports and

22:20double-checking that you are hitting that threshold and then you are all good to keep sending more. Real quick, I became a partner at Omniscent. If you haven't heard of Omniscent, they're an email service provider and in my opinion, they're the best bang for your buck. They're a really good price. You can get 30% off your first 3 months by

22:33going to omniscent.com/max. Has everything you need for an email service provider with great team, great support, and all the capabilities that you need. I recommend you check them out. The link will be in the description if you want to. And let's get on with the video. Now, if you could take one thing from this video, take this. The brands winning in retention marketing in 2026 are following a completely different playbook than what other people are doing. Insane. They are optimizing their list growth in their pop-up forms. They are relentlessly offer testing and they are increasing their campaign frequency as much as they can. The first thing I want you to do is

23:01focus on your list growth and get that fixed because that can be a quick win. The next thing is figure out how you can maximize as much send volume as you can to your email and SMS list. And then thirdly, layer in all your offer testing. That's the order I want you to go with. And throughout that, we need to be tracking our LTV, repeat purchase rate, and time between orders and how those different variables that I outlined to you are being affected. Cuz again, the three levers mean nothing if they are not contributing to those three metrics. Follow this playbook and you are going to outlast all of your

23:32competition. If you only watch one marketing video, make it this one. This is the mindset you need to be a lasting brand. If you want to keep learning from me, watch this next video. This is a complete master class that you do not want to miss. Thanks so much for watching this video and I'll see you in the next