Track down the revenue leaks in your email flows

The Old Way Was Simple

• Set up your welcome sequence
• Create a nurture flow
• Send monthly newsletters
• Build a lead magnet
• Maybe chase up interested prospects

Done. You can set up your team and retire to a pool in Mexico (as per the Facebook influencers). 

The problem today is that life is faster, your audience is more discerning - and in many cases burnt out - and the amount of time and communication they need has grown. Still, that same email automation you built two years ago is sending out the same message in the background each day. 

 Would you buy from a shop that has stocked the same shirt in the window each day for two years? 

The monthly fix: revenue sources

In an ideal world, you have a plan and a date in the diary to review your flows. 
In reality, that often gets neglected in favour of the latest emergency. It’s not unusual for me to go into a client’s business and find a forgotten welcome sequence still running (and hampering their sales efforts). 

However, everyone keeps an eye on their cashflow - we all need cash to pay the bills and keep the lights on. Instead of adding another task to your to-do list, fold your email marketing into your monthly cash flow -  by tracking revenue sources. 

Depending on your business, your email marketing can contribute up to 30% of your source income. When you see where people are coming from (and when they buy), you’ve got your conversion hotpoints - and you know you’re going to pay attention to them. 

If you don’t know what your email marketing is contributing, read on. 

Step 1: Basic Email Hygiene

This sounds boring. But it matters.

Check your flows for outdated content. That copyright date from 2022? Update it. References to events from two years ago? Delete them.

Seasonal content needs refreshing, too. And here's the good news - dynamic content can handle most of this automatically now.

Give yourself 30 minutes and a coffee, to review them all.

Step 2: Track What Actually Matters

Email metrics are usually divorced from sales numbers. This makes it impossible to see real impact.

Here are the three metrics that'll change everything.

Trial-to-Paid Conversion Rate

Whether it's software trials, lead magnet to first purchase, or webinar to coaching - measure this path.

A 5% improvement here means thousands in extra monthly revenue.

Customer Lifetime Value Amplification Rate

Not just customer lifetime value. Amplification.

This tracks additional revenue from existing customers through email: 

• Upsells
• Renewals
• Expansions

Tag existing customers when they buy through email. Then watch your dashboard light up with real numbers.

Email Attributed Monthly Recurring Revenue (MRR)

This is the big one.

Email Attributed MRR gives you predictability. It shows exactly how much your emails contribute to growth. It helps you decide when to scale up.

The tricky part? Customers touch multiple channels before buying. They might see your email, visit your website, get a push notification, see a social post, then have a direct conversation with you.

Making the Connection

• When they open
• When they click
• When they buy

Connect this to your revenue streams. Then you can point to specific numbers at month-end and say "emails drove 25% of our revenue this month."

Use your CRM for this. HubSpot, Pipedrive, Monday - whatever you're using. When someone clicks an email, track it everywhere else too.

Website visits from email clicks should connect back to the same customer record.

Yes, cookies and privacy make this harder now. But you can still get pretty accurate tracking nine times out of ten. Systems such as Mailchimp and Active campaign help you with this by automatically scoring customer engagement.

The Bottom Line

Get these three metrics in place. Everything becomes sharper.
You'll know where your money comes from. You'll identify your best customers. And you'll know exactly how to get more of them. On top of that you will have a new found love (or need to improve) your background email flows. 

Your Email Automation Maintenance Checklist

Do this quarterly (yes, set a calendar reminder):

Basic Hygiene:

• Update copyright dates
• Fix broken links
• Remove outdated references
• Refresh seasonal content

Metric Reviews:

• Check trial-to-paid rates by email source
• Calculate customer amplification from email campaigns
• Review email's contribution to total MRR
• Identify top-performing sequences

System Connections:

• Verify email clicks track in your CRM
• Test website-to-email attribution
• Tag customers who buy after email touchpoints
• Update conversion tracking codes
• Skip this and your automation becomes digital clutter. In the worst case, you end up sending multiple emails that a) make you look unprofessional and b) add you to the spam list.

The Reality Check Most Founders Need

Your emails aren't just "nice to have" marketing fluff.
They're revenue drivers. Relationship builders. Profit generators.
But only if you treat them seriously.
Stop setting and forgetting. Start measuring and optimizing.
Your bank account will thank you.

Ready to turn your email automation into a revenue machine?

Talk to me today for a free, quick review and three ideas you can implement immediately.
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