Tell-tale signs your brand isn't maximising your Email channel

At It's Personal, we speak to many mission-driven DTC brands every week. A lot of them claim their teams have a good handle on email marketing, and yet we don't have to see their metrics to tell if they maximise the channel or leave some proverbial money on the table.

Here are three telling signs:

Sign 1: Email revenue remains absent from weekly sales reports Most brands review their KPIs on a weekly basis. Yet, if email-driven sales aren’t being analysed with the same granularity and frequency, it's a missed opportunity. After all, what you focus on - expands. If email sales isn't a metric actively monitored, it won't be what your team focuses on to grow.

Sign 2: Ad-hoc campaigns dominate email discussions For many, the term "email marketing" brings to mind those one-off campaigns sent to the majority of their database. Automated sequences often become an afterthought. They may be discussed sporadically, resulting in some action, only to be set aside for months. Yet, for DTC brands, automations should drive close to 50% of email revenue. Achieving this requires regular monitoring, optimisation, and improvement.

Sign 3: Email creation is last-minute and delegated downwards If emails are hastily constructed by those with the least commercial experience, it's a clear sign there's a lot of room for improvements. Emails shouldn’t be an afterthought, delegated to junior members scrambling for content. Want results? Invest in experienced CRM professionals to steer the channel.

Remember: Ensuring your brand gets the most out of email marketing isn't about the quantity of emails sent but the quality of strategy, execution, and focus. Aim for precision, not just action.

And if you want help making the most of your email channel, we’d love to help! Get in touch today to explore our services.