Recently I’ve been auditing more and more accounts and talking to more brand owners and operators.

I noticed one, very interesting thing about email marketing:

It goes beyond just email.

And while it’s obvious to me right now, I still see some people get confused about it.

Here’s what I mean:

Emails are just a way of communication and getting your message in front of your subscribers (aka customers or potential customers).

But this form of communication is probably one of the best ways to improve your entire brand’s customer journey.

And yes, email revenue is still what matters most.

But you should also make sure that what you send and when you send doesn’t confuse people, create bad user experience or lower your margins.

Some examples:

• When do you trigger your pop-up? Does it affect your site-wide conversion rate?

• Do you exclude checkout subscribers from your welcome flow so they don’t get an instant discount before checking out and paying the full price?

• When you send abandoned flow emails, do they overlap with other flows? If yes, was it intended?

• What happens after the purchase? Are your post purchase flows aligned with transactional emails and Shopify system emails?

• Is your messaging in flows and campaigns aligned with the awareness level of your subscribers? Do you even know at what awareness stage they’re at when they join the list?

These are just a few things you should consider.

And these will become more important than ever in 2026.

Because people are getting bombarded with messages from everywhere and the last thing you want to do is confuse them or make them feel like they’re getting spammed.

So this year, I want to challenge you a bit and think about sending emails outside of sending emails.

That will help you create customer experience when someone goes from unsure and confused prospect to happy and a loyal customer.

You can also call it conversion through experience.

And whenever you bought something and had a wonderful experience, you will remember it and be more likely to buy again.

That’s how you can improve your LTV and shorten repeat order cycle as well.

Hope that helps - if you need any help or have any questions about it, reply to this email and I’ll answer asap.

Cheers,
Konrad

More Resources

• Hire Me & My Agency For A Fully DFY Email Marketing

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• ​Ecommerce Email Conversion Checklist​ - 207-point email audit checklist to help you turn email into your most profitable channel driving 20-40% more revenue.

• ​Ecommerce SMS Conversion Checklist​ - add 5-15% in new, untapped revenue by setting up SMS in just 60 minutes.

• ​Automated List Cleaning System​ - save $100s every month on your Klaviyo bill by creating a system that automatically cleans your list, suppresses profiles and downgrades your Klaviyo plan. All in less than 15 minutes.