The Invisible Leaks

Varun from The eCommerce Marketing Newsletter.

There are 3 invisible problems I see inside nearly every eCommerce brand’s email setup, and most founders have no idea they exist.

They're not about "sending more emails" or "improving your subject lines."

They're about how your system quietly loses money every day, and how to fix it.

Dead Profiles Are Killing Your Deliverability

You're likely emailing thousands of profiles that never open, click, or buy.
And the more you keep doing it, the more ESPs like Gmail start sending all your emails to spam.

Here’s what to do:

• Identify subscribers who haven’t opened/clicked in 90+ days

• Move them into a sunset segment

• Send a 3-email winback series (1 value, 1 reminder, 1 goodbye)

• If no response → suppress or delete them

👉 Cleaning your list will improve inbox placement, boost open rates, and reduce your Klaviyo bill.

You're Not Segmenting by Intent

Most brands segment by behavior (opened, clicked), but not intent.

Example:

• Customers who bought full price = high LTV potential

• Customers who only buy on sale = low margin

• Customers who only buy 1 category = niche-focused buyers

Each one should receive different content, frequency, and offers.
Otherwise, you're sending irrelevant messages and losing trust + sales.

👉 Start by tagging customers based on what and how they purchase, then test campaign content per segment.

No Strategy Between Flows + Campaigns

Flows = automatic.
Campaigns = manual.
But together? They should build a system.

Most brands treat them separately. So what happens?

• Flows do the heavy lifting

• Campaigns feel random

• Offers overlap or compete with each other

• Customers get mixed messages

👉 Align your campaign calendar to extend what flows already introduce, e.g., if your welcome flow teases a product, launch a campaign for it after the flow ends.

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Some Helpful Links

• How to Scale a 1-Product Store to $100K/Month with Email

• How to Design High-Converting Emails in Figma

• The 6 Email Flows Every Ecommerce Brand Needs in 2025

How I Can Help

1. Interested in having us handle your email & SMS marketing fully done for you

   Schedule a call here: runjmedia.com

2. Get high-converting automated email flows set up for your e-commerce brand with a one-time payment – if we don’t beat your current purchase rate, you’ll get a full refund.

   Book a call here: runjmedia.com/book-in-page

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 👈