How to Turn Email Into a
Revenue Driver In Your Business
Hey Reader,
A lot of businesses don’t take email seriously or they put it off.
They focus on social media, content, ads, everything that feels more visible.
And email becomes something they’ll “get to later.” But here’s what most people don’t realize:
Email is one of the highest-return channels in your entire business.
On average, for every $1 spent, email marketing can generate around $38 in return
That’s not a small lift, that's a that’s a 3,800% ROI!
And it’s not dependent on algorithms, platforms, or whether someone happens to see your content that day.
It’s direct, consistent and when it’s set up correctly, it becomes one of the most reliable ways to generate revenue.
The problem is, most people either don’t have an email list, or they’re not using it in a way that actually works.
If you want to achieve that kind of result you need to figure out if your emails and campaigns are driving business results.
The Challenge: Your Email Isn't Setup Correctly
If you don’t have email set up correctly, one of two things is happening.
You either don’t have a list at all…
Which means you’re relying on platforms you don’t control.
Or you do have a list, but it’s not producing anything meaningful.
People aren’t opening, they’re not clicking and it’s definitely not driving consistent revenue. That’s where things start to break down.
Because without email, every time you want sales, you have to go out and get attention all over again with more content, posting and effort just to stay visible.
(Did you know you can stop posting on social media and succeed in your business just by building your email list?) Talk about relief from the eternal post!
But even when people do have email set up, most of the time they’re still guessing.
Sending emails without really knowing what's working, what's not and why it's not converting.
And without that clarity, it’s almost impossible to improve it.
The Shift: Focusing on 4 Metrics That Matter
If you want email to actually produce results, you have to stop guessing and start looking at the right things. Because email isn’t random.
There are specific points where it either works or breaks. And once you understand those, everything becomes a lot simpler.
There are four email marketing metrics that matter:
- Deliverability
- Open rate
- Click-through rate
- Disengagement rate
These are universal, they apply no matter:
- how big or small your list is
- what type of business you run
- what platform you’re using
And they give you a clear picture of what’s actually happening inside your emails.
But tracking the numbers alone isn’t enough.
You also need to understand how those metrics apply across the two types of emails you’re sending:
- Broadcast emails (the emails you send out to your list)
- Automated emails (the emails triggered by behavior, like signing up or purchasing)
Both play a different role in your business, and both need to be working. And then there’s the part most people overlook:
Knowing whether your performance is actually good or not.
Because without context, numbers don’t mean much. You need to be able to look at your data and understand:
- what’s working
- what’s not
- and where to focus your attention
The Result: You have a list that generates revenue
When you start looking at your email marketing this way, everything changes. You’re no longer guessing.
You can see:
- if people are actually receiving your emails
- if your messaging is connecting
- if your emails are driving action
- and if you’re building trust or losing it
Which means you can start improving things with intention.
Let's say you have a lead magnet (which if you are a business of any kind you should have one. I always say 90% of your marketing budget should focus on email marketing) and people land in your email list.
Well they aren't going to just buy from you immediately. You need to nurture that relationship.
The most successful businesses use "lead scoring" which is a process where you score each person in your email list with a number based upon an action they take. These actions turn them into buyers so you can go into your email list and know exactly who is ready to buy from you right now.
So when we talk about nurturing and setting up the right content, it isn't just putting more stuff out there. You are very intentionally sending them on a journey.
It tells you who is ready to turn into a buyer and if your emails are working to produce that result or if it is falling flat.
How Generate Revenue From Your Email
What It Is: When you start looking at your email marketing this way, everything changes. You’re no longer guessing. You can see:
- if people are actually receiving your emails
- if your messaging is connecting
- if your emails are driving action
- and if you’re building trust or losing it
Which means you can start improving things with intention. Not by doing more. But by fixing what’s actually not working.
Why It Helps: Instead of guessing why your emails aren’t working, this gives you a clear way to see what’s actually happening. You’ll be able to identify where things are breaking down, understand what needs to be adjusted, and improve performance without constantly rewriting everything or trying random strategies.
How to Do It:
- Start tracking the four core metrics for every email you send so you can see patterns over time.
- Separate your emails into broadcast (what you send manually) and automated (what’s triggered by behavior).
- Look at your numbers to identify where the breakdown is, whether it’s opens, clicks, or engagement.
- Focus on improving one metric at a time instead of trying to fix everything at once.
- Compare your current results to past emails so you can see what’s improving and what needs attention.
- Finally, set up lead scoring as you start to build your customer journey. This will tell you what to fix, if people like your content, and offers and what needs to change. Learn more about Lead Scoring for Klavyio here. You can also find advanced Lead Scoring in Hubspot and GoHighLevel.
Once you start track data you will be able to avoid losing sales, know exactly what every person in your email list needs in the moment they need it.
Inside The Studio
Here’s what’s happening behind the scenes at A Call To Thrive:
Behind the scenes, I’ve been working on a few things that I’m really excited about.
One of the biggest shifts is that I’m going to start hosting live workshops designed to help you actually implement some of what I’ve been sharing.
Not a course to learn but a real result after the workshop you can get results with.
Simple, focused sessions where we take things like what we talked about today, your messaging, your email, your conversion points, and turn them into something you can actually use to start getting buyers and building your business the right way.
These will be especially helpful if you’re in that stage where you’ve started something, but it’s not fully working yet and you’re not sure what to fix first.
I’m also getting ready to officially launch something I’ve been building behind the scenes:
My program designed to increase revenue for store owners
This is for established e-commerce brands that are already getting traffic and some level of sales, but know there’s more there. I called it the Thrive eCom Accelerator.
This system is a proven strategy that is used by successful stores bringing in $60 million or more a year. Inside you get REAL LIFE case studies and examples of what others are doing that works and how to apply it to your store.
You get a step-by-step program laid out for you by phase that will scale your business. This includes "what" you need to do, SOPs to train yourself or your team along with what it looks like in the real world.
The best part is most agencies will launch a program like this and then because it is focused on increasing revenue want to take a cut of your revenue. I am letting you keep the revenue!
Of course, not everyone will qualify for this program because for it to be successful you will need specific things in place first. So there will be an application process and a program to help those that need support getting their store ready to scale.
Need help tracking email performance?
Here is an email tracking sheet built by month that will give you real stats and charts to see how your email is performing. This is a Google sheet that you will need to make a copy of.
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To your growth!
Aimee
Founder, A Call To Thrive
P.S. If you haven’t looked at your email through this lens before, start simple. Pick one metric. One email. One small improvement.
That’s usually all it takes to start seeing where things shift.
And if you want help implementing this in a way that actually leads to buyers, that’s exactly what the upcoming workshops are designed for. I’ll walk you through it step by step.