When "Fine" Isn't Good Enough

Hey it’s Max from The Inbox Newsletter.

He told me straight up, “I like what you’re saying, Max… but 25% of my store’s revenue from email? That’s gotta be unreasonable.”

Fast forward 90 days…

He’s the one sending me the revenue screenshots.

When “Fine” Isn’t Good Enough

This founder had followed my content for a while. They already had an agency — flows were built, campaigns were going out, and they weren’t paying much for it.

From the outside, things looked... fine.

But curiosity got the best of him.

He saw a newsletter of mine (like this one), booked a call, and asked for a straight-up audit.

He liked my style and philosophies in my content and wanted to work with me, but figured it was unreasonable since his current email team was doing solid and they were very cheap.

He wanted to know: is there even opportunity left in this account?

The Audit That Started It All

Revenue from email was 12% of store revenue.

Not great.

But what stood out?

• The core flows were there, but lacked strategy and optimization.

• Campaigns were consistent (3x/week), but lacked intention.

• No segmentation. No offer tests. No roadmap.

I walked him through how we’d get to 20% — his goal.

Then told him I thought we could crack 25%, maybe even 30%.

He was skeptical. "If we even hit 20%, I’d be over the moon."

90 Days Later... Screenshot in My Inbox

Not only did we hit 20%.

We hit 30% of total revenue from email in a 30-day window.

Before I even noticed the metric, he’d already taken the screenshot and sent it to us.

Client enthusiasm >>> performance metrics.

That’s when you know it’s real.

The Blueprint Was Simple.

• Rebuilt core flows with performance-optimized copy/design

• Refreshed campaign calendar with value-based content themes

• Tight segmentation to boost deliverability and relevance

• Weekly tests — subject lines, CTAs, offers, form strategy

Nothing crazy. Just good email marketing.

Now What?

This client thought they were “doing fine.”

Most brands think they are.

But “fine” is expensive.

“Fine” is revenue you’re not making.

Want to know what’s actually possible in your account?

Book a free intro call and audit below.

👉 Book a Free Audit Here

Reply to this email if you have any questions or further content you want covered.

Cheers,

Max

PS - If you run an ecommerce brand above $50k/mo and you want to have a free email strategy consultation, book a call here »

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