Email isn't just a channel. It’s a system.

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Today's Email: Email isn't just a channel. It’s a system.

Email is good at a few specific things:

• Talking to people who already know you

• Driving repeat purchases

• Bringing back customers who’ve gone quiet

• Creating predictable revenue without paying for every click

People often talk about email like it’s a channel you turn up or down.

They send emails based on urgency:
“We need more revenue this week.”
“Paid ads are down.”
“We haven’t emailed in a while.”

That usually leads to the same pattern: more promotions, sent more often, to the same people. It works briefly, then engagement drops, unsubscribes rise, and results get worse over time.

Email is best when you treat it like a system. If the system is solid, it produces results consistently. If it’s weak, sending more only exposes the problems faster.

A better, sustainable, and more profitable approach is:

• Decide what email is responsible for (retention, repeat purchases, baseline revenue)

• Decide what kinds of emails support that goal (education, reminders, offers, updates)

• Send consistently instead of reactively

When email has a clear job, decisions get easier. You don’t need to guess what to send or panic when numbers fluctuate. You already know why the email exists.

Best,
Alec

P.S. Have a topic you’d like us to cover in the next edition? Reply to this email and let us know! We're always eager to address.