Hey, it's Chase and Jimmy here.

Most marketers think scaling email revenue means adding more.

More flows. More campaigns. More segmentation. More testing.

But the truth?

Eighty percent of your results come from about twenty percent of your effort.

If you focus on the high-impact levers instead of spreading yourself thin, your email program gets stronger, easier to manage, and more profitable.

This is the 80:20 rule in email marketing.

Here’s how to apply it to your program today.

Also inside:

✔️ Don’t let your biggest audience of the year go quiet
✔️ Use this hack to get to zero inbox....
✔️ Quick Clips: This week's top eCom news stories

Let’s dive in.

Don’t let your biggest audience of the year go quiet

Your Q4 list is loaded with fresh buyers, high-intent browsers, and one-time gifters… and they’re about to disappear if you don’t move fast.

Omnisend’s first session of the new year breaks down how to turn that seasonal spike into real Q1 revenue. You’ll get practical segmentation ideas, messaging that still works after the holidays, and a clear plan to keep those new customers engaged instead of drifting.

Save your spot → Register free

Mastering the 80:20 Rule in Email Marketing: Get Bigger ROI by Doing Less

Email marketers spend so much time tweaking subject lines, adding steps to flows, and obsessing over tests that barely move the needle. 

But the truth is, most of your revenue comes from a small handful of high-impact actions. When you understand the 80/20 rule (and apply it to your strategy) everything gets simpler, more profitable, and a lot easier to manage. Let’s dig in.

Prioritize the Flows That Actually Move Revenue

Most brands build too many flows and spend too little time optimizing the ones that matter. When you zoom out, three flows consistently drive the majority of email revenue across ecommerce.

These are the ones to master first.

1. Build a High-Converting Abandoned Cart and Checkout Flow

This is your highest-intent audience. They’re moments away from buying.

A strong flow should:

• Send three to four messages over three days

• Include product photos, reviews, and objection handling (shipping, returns, fit, etc.)

• Test incentives carefully (not everyone needs a discount)

• Merge checkout and cart abandonment into one powerful sequence

Dialing this in is the fastest way to recover revenue you’re already earning.

2. Treat Your Post-Purchase Flow Like a Retention Engine

Post-purchase isn’t a thank-you email. It’s onboarding.

A good sequence will:

• Teach customers how to get the most out of what they bought

• Set expectations (shipping, setup, use, care)

• Introduce complementary products organically

• Plug them into your community or loyalty program

This is where the long-term relationship starts.

And when it’s done right, your time-to-second-purchase shrinks.

3. Use Browse Abandonment to Capture Silent Intenders

Cart abandoners show intent.

Browsers show interest (and you’ll always have more of them).

Personalize this flow with:

• The exact products they viewed

• Recently dropped collections

• UGC or social proof tied to that category

The volume here is huge, so even modest conversion rates turn into meaningful revenue.

Focus on High-Value Segments That Drive Profit

Sending to your full list is inefficient and expensive.

Targeting the right people is where your ROI multiplies.

1. Prioritize VIPs and High-LTV Customers

This group might be only 10 to 20 percent of your list but can drive 60 percent of your revenue.

Give them:

• Early access to launches

• Priority restock alerts

• Exclusive bundles

• Personalized “just for you” offers

Make them feel like insiders. Because they are.

2. Convert One-Time Buyers Into Repeat Purchasers

Your most vulnerable group is first-time customers post-BFCM or peak season.

To win them back:

• Send a bounce-back offer

• Recommend natural next-step products

• Reinforce your brand story

• Trigger a replenishment sequence

A small lift in this segment has compounding effects.

3. Lean Into Your Engaged Subscribers

These subscribers open, click, browse, and show interest.

Double down with:

• Category-specific campaigns

• Dynamic recommendations

• Higher frequency sends

• A/B tests for messaging and design

They’re already leaning in. Nudge them forward.

Level Up Your Campaign Strategy Without Overcomplicating It

Campaigns don’t need to be fancy to work. But they do need to be intentional.

1. Build Launch Campaigns That Create Anticipation

Start with:

• Teasers

• Behind-the-scenes previews

• Waitlists

• VIP early access

• Launches perform best when customers know they’re coming.

2. Run Promotions With Purpose, Not Panic

Instead of firing off “20 percent off,” give context.

Try frameworks like:

• Limited release

• Tiered rewards

• Themed sales (self-care, refresh, back-in-stock)

• Cart-expander incentives (free gift, free shipping, bundles)

Purpose creates urgency without resorting to discount fatigue.

3. Mix in Content Emails to Keep Deliverability Strong

Not every send should be a pitch. Some should simply build trust.

High-performing content themes:

• UGC spotlights

• Founder stories

• Tutorials

• Product comparison guides

• Customer success stories
  

These emails educate your list, warm your audience, and help you sell more when it matters.

Stop Doing the Things That Don’t Make Money

The 80:20 rule isn’t just about what you should do.

It’s about what to stop wasting time on.

1. Stop Over-Engineering Your Flows

You don’t need:

• 19-step welcome sequences

• Complex conditional branches

• Niche flows for every micro-action

Simplify. Your flows should be clear, lean, and revenue-focused.

2. Stop Batch-and-Blast Sending

Here’s the truth: sending to your whole list hurts deliverability and wastes money.

Narrow in your focus on these segments:

• Engaged subscribers

• Active buyers

• High-intent segments

It’s better to send fewer emails to the right people than more emails to the wrong ones.

3. Stop Ignoring Your Data

Open rates matter less every year. Here’s what you should really be looking at:

• Clicks

• Conversions

• Revenue per recipient

• Repeat purchase rate

• LTV movement

Data tells you where to focus. Follow it.

The Bottom Line: Do Less, But Do It Better

Mastering the 80:20 rule forces clarity.

You stop chasing micro-optimizations and start doubling down on the parts of your program that actually drive revenue.

If you:

• Optimize your three core flows

• Prioritize your highest-value segments

• Send intentional, strategic campaigns

• Cut what isn’t working
  

You’ll grow faster with less effort and see a stronger ROI across your entire email program.

Do less.
Do it better.
And watch your revenue compound.

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The best part? You can finally stop “saving this email for later.”

Access Inboox.ai and give yourself the edge every email marketer wishes they had.

Quick Clips:

• Amazon Eyes USPS Exit: Amazon may cut ties with USPS and build its own delivery network. As their contract nears expiration in 2026, talks have hit roadblocks; pushing Amazon to evaluate independent shipping options to maintain fulfillment speed and control.

• New Launches in CPG: Lovebird drops a high-protein cereal made with grass-fed whey, packing 11g of protein and no refined sugar. Meanwhile, Mike’s Hot Honey enters the beverage world with a new syrup designed for lattes, cocktails, and more.

• Big Brand Shifts (Nike & Supergoop): Nike slashes two C-suite roles in a leadership overhaul aimed at flattening hierarchy and integrating tech across the business. Meanwhile, Supergoop brings on Melis del Rey (ex-Amazon, P&G) as CEO, signaling a new phase of omnichannel growth.

• Gap x Summer Fridays Launch Cozy Collab: Summer Fridays debuts its first-ever apparel line in a capsule collection with Gap. Think fleece sets, soft knits, and pastel PJs; plus a beauty bundle gift-with-purchase to bring the brand’s aesthetic full circle.

Annnnd that’s a wrap for this edition! 

Thanks for hanging with Chase and me. Always a pleasure to have you here.

If you found this newsletter helpful (or even just a little fun), don’t keep it to yourself! Share ecomemailmarketer.com with your favorite DTC marketer. Let’s get them on board so they don’t miss next week’s drops.

Remember: Do shit you love.

🤘 Jimmy Kim & Chase Dimond

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