After hitting the gym today (which felt a-maze-zing considering I’ve been battling a cold for the past few days), I scarfed dahn four eggs, sat down at my desk, and logged into Klaviyo, where I was greeted by this:
In the past 30 days, 63.47% of revenue created came from a single source:
Email.
Thanks to your humble daily-ish narrator here.
I tell prospective clients all the time that if you’re not making at least 30% of your revenue from email alone, then there are holes in the boat that is your bottom line.
And while I consider 30% of revenue to be modest… 63.47% of revenue, aka more than double one of my “pitches” to prospects, is a double-edged sword.
The good part?
Well, driving more than half of my client’s revenue from the words I type is an infectious feeling. But it also forces me to have more skin in the game. If I’m not at the top of my game, the revenue can come spiraling down like a WWIII nuke.
In fact, I’d even go as far as saying that driving 60+ percent of revenue is not the ideal situation.
Why?
Well, the email infrastructure can change without (much) warning. We saw this when Apple rolled out iOS 15.
While email will always be, in my humble, yet accurate opinion, the single best marketing channel for driving sales and revenue and relationships… Over relying on any given marketing channel can set you up for failure.
It’s better to have multiple marketing assets pulling more of the weight. In this ideal situation, while the percentage of total revenue driven from email may fall, the actual dollar amount might increase. And it’s almost guaranteed to increase for the entire business.
Moral of the story?
Email still is and will continue to be the undisputed champ of marketing.
But that don’t mean you should ignore other channels.
Anywho:
Need help driving at least 30% of your revenue from email (and as much as 63.47% of it)?
Hit reply, and let’s chat.
John
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