Stop Ignoring the Red Flags

Varun from The eCommerce Marketing Newsletter.

Most brands obsess over positive metrics, open rates, CTRs, conversions.

But few pay attention to negative signals — the things customers are silently telling you not to do.

Understand this: Learning what’s not working is often the fastest path to higher revenue.

Let’s dive deep.

Section 1: The Email Fatigue Spiral

What’s Happening:
You’ve got subscribers opening but not clicking. They’re not unsubscribing… but they’re not converting either. This is passive churn, they’ve mentally opted out.

What to Do:

• Identify subscribers with 5+ opens and 0 clicks in the last 60 days.

• Move them into a “Fatigued” segment.

• Send a mini-break series: 1-2 emails acknowledging the fatigue, offering real value (no hard sell), and an option to pause emails.

Bonus Tip: Include a “Tell us why” link, capture qualitative feedback. You’ll get gold.

Section 2: Non-Buyers That Should Have Bought

What’s Happening:
Some users view a product page 3+ times, open your emails, click through… and still don’t buy. Something’s blocking them.

What to Do:

• Use Klaviyo’s integration with Shopify or GA to spot high-intent, non-converting segments.

• Build a 3-email “Objection Handling” sequence:

  • Email 1: Social proof + UGC

  • Email 2: FAQ-style answers

  • Email 3: Scarcity-based offer (but not discount-first)

Bonus Tip: In your CTA buttons, test adding text like “Still unsure?” → Leads to a decision helper quiz.

Section 3: When Unsubscribes Are a Good Thing

What’s Happening:
Most brands fear unsubscribes. But high-quality unsubscribes = list cleaning done for you.

What to Do:

• Track unsubscribe rates per segment, not overall.

• Run tests to correlate high unsub rates with email tone, frequency, or segment mismatch.

• If your best buyers unsubscribe from a campaign, it’s a problem. If disengaged folks do—thank them.

Action Tip: Build a win-back workflow that only activates 45-60 days after unsub—offering a chance to resubscribe via SMS, retargeting, or postcard.

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Some Helpful Links

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How I Can Help

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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 👈