You Can’t Fix What You Don’t Track

Hey, it’s Varun from The eCommerce Marketing Newsletter

Here’s the truth most ignore:

If you aren’t monitoring the right numbers, your email “strategy” is just guesswork.

Campaigns and flows aren’t “set and forget.”

Here’s how to actively monitor, measure, and scale your email for compounding ROI:

1. Start Measuring Revenue per 1,000 Recipients (RPM)

→ Open rate doesn’t pay your bills. Revenue does.

Most marketers still optimize for open and click rates. But they don’t tell you how much money your emails make.

What to track instead:

• Revenue per 1,000 recipients (RPM)

• Flow vs. Campaign revenue split

• First purchase vs. repeat purchase attribution

Action:
Build a weekly dashboard in Klaviyo or Looker Studio that shows RPM by flow/campaign. Kill what underperforms. Double down on winners.

2. Audit Your Flow Fatigue Every Month

→ Even “automated” flows decay over time

Flows get stale — especially if you're not rotating offers, testing timing, or switching product blocks.

Audit checklist:

• Are your open/click rates dropping month-over-month?

• Are flows still aligned with current product launches & pricing?

• Has your segmentation changed, but your flows haven’t?

Action:
Run a monthly flow performance comparison. Add a “Last Updated” date to every flow doc. If it’s over 60 days old, review it.

3. Monitor List Health Like a Hawk

→ A bloated list with dead weight kills your deliverability

List size doesn’t matter if your inbox placement tanks. ISPs punish high bounce rates, unengaged sends, and excessive unsubscribes.

Key metrics to watch:

• 30-day openers vs. total subscribers

• Spam complaint rate

• Bounce rate over 0.4%? Danger zone.

Action:
Set up automated list cleaning every 60 days. Exclude 90-day unopens from sends. Create re-engagement flows before cutting.

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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.

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