Your email list isn't an ATM, well kinda

Hey, Michael from AdSumo Digital here.

Think of your email list like a bank account.

Every time you send a promotional email, you're making a withdrawal. Every time you deliver value, you're making a deposit.

Most brands are running their email marketing like they've got a gambling addiction - constant withdrawals until the account is empty.

"FLASH SALE!"
"LIMITED TIME OFFER!"
"DON'T MISS OUT!"
"BUY NOW!"

Then they wonder why their open rates are tanking and their revenue is dropping.

After managing email for 20+ seven-figure brands, here's what I've learned:

The brands consistently hitting 35-45% of total revenue through email all follow the same rule:

They maintain a 5:1 ratio of deposits to withdrawals.

For every promotional email they send, they've banked 5 value-driven emails first.

This isn't just theory. We've tested this across dozens of accounts.

When brands switch from constant promotions to this "bank account" approach, we see:

• Open rates climb

• Click rates double

• Revenue per email increases

• Unsubscribe rates plummet

But here's where it gets interesting...

The "value" emails often generate more revenue than the promotional ones.

Why?

Because when you're constantly depositing value into your relationship with subscribers, they actually look forward to buying from you.

They trust you.
They open your emails.
They read your content.
They buy when you recommend something.

Look at the most successful DTC brands right now.

They're not just blasting discounts.

They're:

• Sharing behind-the-scenes content

• Teaching valuable lessons

• Telling authentic stories

• Building real relationships

Then when they do make an offer, their list is primed to buy.

This is how one of our clients generated an extra $1.2M in revenue last year - without spending an extra dollar on ads.

Just by treating their email list like an investment account instead of an ATM.

Want to do the same?

Start with this simple framework:

1. Audit your last 10 emails. Count how many were pure promotion vs pure value.

2. Look at your campaign calendar. Are you planning deposits or just withdrawals?

3. Start banking goodwill with your list. Share stories. Teach lessons. Build trust.

4. When you do promote, make it count. Your offers should be worth the withdrawal.

Stop treating your email list like an endless source of cash.

Start treating it like your most valuable asset.

Because it is.

Talk soon,
Michael

P.S. Want our exact campaign strategy guide that shows you how to balance value and promotional emails? Hit reply with "BALANCE" and I'll send it your way.

P.P.S. If you run an Ecom brand doing at least $50k/month, book a call here »