How to Stop Wasting Time Writing Useless Campaigns

Hey, Varun from The eCommerce Marketing Newsletter here.

Ever felt like you're sending emails just to "stay consistent"… but nothing's really working?
No opens. No clicks. No revenue.

Here’s the hard truth:
Most brands don’t know why they’re sending a campaign, and that’s why their emails flop.

Today, you’ll learn how to make sure every email has a purpose, and how to turn your campaigns from noise into profit.

1️⃣ Section One: Stop Writing Emails Without a Clear Goal

Before you write a word, ask:
What do I want this email to do?

Common goals:

• Drive traffic to a product or page

• Gather data (e.g., link triggers or replies)

• Get sales from a segment

• Promo a specific discount

• Bring people back to buy again

• Build emotional brand connection

If you can’t answer that in 1 sentence, stop writing.
(“We just need to send something this week” is not a reason.)

👉 Action Step:
Start every campaign with a headline called:

2️⃣ Section Two: Match the Structure to the Goal

Not all emails should be built the same way.
For example:

• Sales emails: Use social proof, urgency, testimonials, clean CTA

• Relationship-building: Story > Brand belief > Invite reply or comment

• Click-to-segment: Give 2-3 options > use link triggers

• Announcement: Strong hook > 1 key benefit > CTA

👉 Action Step:
Once you’ve set your goal, map your structure to it.
(If your goal is clicks, and your email has 6 CTAs and 500 words, you’ve already failed.)

3️⃣ Section Three: Measure Emails by Revenue Per Recipient (RPR)

Most people brag about opens and clicks.
But if you're not making money, you're just entertaining people for free.

Instead of only looking at open rates:

• Track Revenue Per Recipient (RPR) for each campaign

• This shows you how profitable the send really was

• Helps you find which goals and structures are actually driving results

👉 Action Step:
In Klaviyo, sort your last 10 campaigns by RPR.

Which ones worked? What did they have in common?

Now double down on that angle, not just the open rate.

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Some Helpful Links

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What’s on your mind? Hit reply and let me know what questions you have or topics you'd love to see covered! (I answer everyone)

Warmly,

Varun

Attention — Is your eCom brand making $40K+ per month? If so, let’s chat—I’m offering a free audit, letting you know exactly where you’re currently leaving revenue on the table & actionable steps to improve.

Schedule a call here 👈