Revenue at all costs is not sustainable.
AFTER MANAGING AND SENDING LITERALLY THOUSANDS OF EMAIL CAMPAIGNS, I HAD A LIGHTBULB MOMENT.
For every business I’ve worked in, the goal is to make revenue at all costs, and I did. At one company, email campaigns made $20 million annually.
But the cost was too high. List churn, burnout, stagnation.
There were tech and executive roadblocks around every corner. The saddest part is that this was not a unique problem to them.
I’ve seen it time and time again as I get into others’ businesses.
A hyperfocus on the bottom line dehumanizes and disconnects us from why we started doing this work in the first place. To help.
IS REVENUE IMPORTANT? ABSOLUTELY. (HELLO, EXPENSES AND PAYROLL!)
Is it the ONLY metric we should be looking at? Absolutely not.
Revenue at all costs ignores the human toll of work – on those who execute email campaigns and those who receive them.
We are all drowning in a sea of dysfunctional marketing practices and overcrowded inboxes.
I want to live in a world that prioritizes impact as much as dollars.
In my corner of the world, that’s email marketing. That means making email marketing sustainable.
Revenue at all costs is not sustainable. It’s a race to the bottom as you burn through resources (mostly human).
is a framework that organizes repeatable processes to create email campaigns that feel great to send and receive.